From tongue-in-cheek endorsements to surprising partnerships, some of the biggest brands in the world have made a big marketing splash this week. Catch up on all the latest stories in our Weekly Must Reads.

A New Partnership Between Netflix and Microsoft

Netflix recently named Microsoft as its official partner for the new ad-supported tier the streaming giant plans to add later this year. Though the partnership came as a surprise to some in the industry, it makes sense that Netflix would choose a software company. We’ve seen similar partnerships or mergers involving other streaming services, such as Google and YouTube or Comcast and Peacock. In the past, Microsoft has not always been considered a major advertising technology player. However, in recent years, the brand made advances by acquiring businesses like LinkedIn and Activision.

Additionally, Netflix may be able to use their new partnership to strengthen its fledgling gaming division, given Microsoft’s long and ongoing history with video games. Dive into more details about the deal here: https://www.adweek.com/convergent-tv/microsoft-proves-itself-to-the-ad-industry-with-surprise-netflix-deal/

Patrick Mahomes Endorses The Coors Light

The NFL prohibits current players from advertising for alcohol products, but that hasn’t stopped Coors Light from getting creative. In their newest ad, the brand employed Patrick Mahomes to endorse “The Coors Light,” which is in fact a flashlight, not a beer. Mahomes treats the flashlight just like a beer. He grabs a cold one from the fridge, slides it across a countertop, and remarks that it feels “as cold as the Rocky Mountains.” The flashlight is a real product sold for a limited time online, with all proceeds going to Mahomes’ foundation benefiting childhood athletics and academics.

Mahomes was a natural choice for Coors Light to test this bold approach. The star is publicly a fan of the beer and is frequently spotted enjoying a can during his time off. Check out the video and learn more about this rule-skirting campaign here: https://adage.com/article/marketing-news-strategy/patrick-mahomes-pitches-coors-light-flashlights-not-beer/2423196

Amazon Kicks Off Back-to-School Season

Back-to-school season can be a busy – and expensive – time for parents. Amazon hopes to simplify their lives with a new campaign starring Kathryn Hahn. The ad encourages consumers to spend less on essentials for students by focusing on Amazon’s low prices and convenient deliveries. The video also benefits from Hahn’s comedic chops as she helps lighten a sensitive topic.

In addition to the new video ads, Amazon also created a back-to-school shopping list that includes picks from other celebrities, including Busy Phillips and Mindy Kaling. However, Customer Growth Partners predicts overall slower growth in sales during this period due to growing fears of recession. Watch the ads and find out more here: https://www.marketingdive.com/news/amazons-2022-back-to-school-campaign-kathryn-hahn/627149/

The Fuel for Athletic Greens’ Success

The market for wellness products is notoriously saturated, so how has powdered supplement brand Athletic Greens become so successful? According to the New York Times, Athletic Greens was one of the first companies to double down on two exploding forms of advertising: podcasts and influencers. Nearly every popular podcast has featured a commercial from the brand in the last couple years. Meanwhile, creators from a wide variety of industries have promoted the vitamin supplement on TikTok and Instagram. Athletic Greens also positions their product as putting health back in consumers’ control, which was attractive during a pandemic.

Though some healthcare professionals have questioned the health benefits of products like Athletic Greens, it’s likely that this brand is here to stay. In January 2022, the ten-year-old company was valued at $1.2 billion. Additionally, TikToik users gave viewed the hashtag #agpartner more than 38 million times. Read more of the story here: https://www.nytimes.com/2022/07/08/dining/athletic-greens.html