The marketing world is abuzz with new campaigns, celebrity partnerships and experiential ventures. Dive into all the news you need to know in our Weekly Must Reads.

Netflix Set to Begin Selling Ads

It’s the news heard ‘round the streaming world: after losing subscribers in Q1, Netflix plans to add an ad-supported tier to their platform. Though an ad-backed version will likely not debut until 2024, marketers are already speculating how the platform will incorporate commercials into their content. Some experts predict Netflix will slowly test ads with their streaming content, offering limited spots at a higher rate. Others wonder if the platform will try new strategies to incorporate ads beyond traditional commercial breaks.

In addition to debuting ads, Netflix also warned they would introduce measures to discourage password-sharing among multiple households, much to consumers’ dismay. Catch up on all the recent Netflix news here: https://www.wsj.com/articles/three-things-marketers-should-know-about-netflixs-possible-foray-into-ads-11650568334

Olivia Rodrigo Is Glossier’s First Brand Ambassador

Cult-favorite makeup brand Glossier recently signed pop star Olivia Rodrigo as their first-ever celebrity ambassador. The star signed on to a long-term partnership that kicks off with the brand’s new “You Look Good,” campaign, which features a set of Rodrigo’s favorite Glossier products. The partnership was a natural fit for both parties. Rodrigo has reportedly been a fan of the brand for years, and fits in well with Glossier’s authentic, “come as you are” approach to makeup.

The new collaboration will hopefully be a turning point for Glossier after a tough start to 2022, which has included layoffs and a declining social media following. Find out more about the details of the new partnership here: https://www.fastcompany.com/90742140/glossier-enlists-olivia-rodrigo-for-its-first-ever-celebrity-partnership

Blake Lively’s Buzzy New Mixers

Have you heard the Buzz about Blake Lively’s new line of non-alcoholic drink mixers? The celebrity recently debuted the first ad for her new business venture, Betty Buzz, which launched last fall. The ad, which naturally comes from Ryan Reynolds’ agency Maximum Effort, explains that the mixers were designed to be the “best sparkling drink out there,” made with real fruit and plenty of carbonation, as bubbles explode from behind the bar on screen.

The Betty Buzz brand was born of Lively’s desire for a delicious, fun drink that can be enjoyed with or without alcohol, as she is a non-drinker herself. Discover more of the Betty Buzz story and watch their first commercial here: https://www.adweek.com/creativity/blake-lively-on-betty-buzzs-rapid-growth-and-starring-in-her-brands-first-ad/?itm_source=parsely-api

Mtn Dew Will See You in Hell, Michigan

Mtn New’s Flamin’ Hot flavor is back, and it’s going straight to Hell – Hell, Michigan, that is. The brand plans to celebrate the “official drink of Hell, Michigan” next weekend with a free event in the Detroit-area town, featuring music by DJ Pauly D as well as Flamin’ Hot-flavored snacks and drinks. As pandemic mandates continue to ease, the drink brand is one of many businesses to jump back into experiential marketing. Other PepsiCo Frito-Lay brands, including Lay’s and Cheetos, have also recently launched in-person events during South by Southwest and Coachella.

Mtn Dew Flamin’ Hot first launched last year, and the limited-edition drink sold out in less than an hour. This year, the brand plans to roll out the product over a longer period nationwide. Dive into all the campaign details here: https://www.marketingdive.com/news/mtn-dew-flamin-hot-hell-experiential-pauly-d-action-bronson/622452/