Keeping up with new campaigns and changing marketing trends can be tough. Get a quick rundown on all the latest news you need to know in our Weekly Must Reads.

All About the HBO + Discovery Merger

Last week, Warner Bros. shook up the streaming world when they announced coming changes to the popular HBOMax and Discovery+ streaming services. Next year, the company will merge the two services into one platform, with options for both ad-free and ad-supported tiers. The move is part of new cost-cutting measures that Warner Bros. has implemented after facing a decline in revenue last quarter. In addition, the company pulled the plug on popular movies and TV shows, including Batgirl and Moonshot, which quickly caused an uproar on social media. 

Experts have noted that adding an ad-supported plan is a positive move for the newly merged brands. On the other hand, some worry that axing popular content will alienate HBOMax’s growing fan base. Catch up on more merger news you may have missed here: https://www.reuters.com/business/media-telecom/warner-bros-discovery-quarterly-revenue-slips-2022-08-04/

Heineken’s Heinekicks

We’ve seen companies debut branded sneakers in the past…but have you ever seen a shoe that literally lets you walk on beer? Heineken recently partnered with famous sneaker designer Dominic Ciambrone, aka the Shoe Surgeon, to create a limited number of “Heinekicks.” These shoes feature the brand’s signature colors, a removable bottle opener, and new Heineken Silver beer injected in the soles. According to the brand, the injection will help create a walking sensation that is as smooth as the light, low alcohol content beer itself.

Heineken plans to produce just 32 pairs of the exclusive sneakers. The first seven will launch later this year at an event in Singapore. Find out more about the shoes and Heineken’s new “beer for the sole” here: https://www.adweek.com/brand-marketing/heineken-drops-its-heinekicks-a-sneaker-that-lets-wearers-walk-on-beer/?itm_source=parsely-api

Coors Light’s Thirst Trap

Coors Light just launched a thirst trap – and it’s not what you think it is. The beer brand wants to help consumers spend time outside this summer without dealing with annoying bugs in their drinks. They recently created a new product, dubbed the “Thirst Trap,” a funnel that beer drinkers can attach to near-empty Coors Light cans to trick and trap thirsty mosquitoes. The product was sold for just $5 and sold out within days.

As they recently dubbed themselves the “Official Beer of Everything Unofficial,” Coors Light has been having a lot of fun with their marketing efforts this year. Earlier this summer, the brand partnered with Patrick Mahomes to promote another cheeky product, The Coors Light flashlight. Check out all the brand’s recent activities here: https://www.marketingdive.com/news/coors-light-thirst-trap-beer-molson/628427/

How Consumers, Influencers & Brands Have Started Using Discord

Over the past few years, some consumers have grown increasingly bored of impersonal, one-way communication from brands and influencers on platforms like Instagram. Instead, emerging sites like Discord and Geneva have attracted users looking to find more interactive communities. On these platforms, users can join chat groups with other members who share specific topics of interest. There’s no opportunity to track follower counts, compare numbers of likes, or sort through an algorithm-set feed. The result is an experience that feels rooted in community and authenticity.

Of course, some influencers and brands have started to infiltrate the networks to build their own communities. However, the nature of the chat-focused groups ensures the creators don’t dominate the conversation, but rather facilitate a space for people to share ideas. Read the whole story on these growing platforms here: https://www.washingtonpost.com/technology/2022/07/24/influencers-chat-apps-community/