In need of marketing and advertising inspiration this week? We’re covering the most creative campaigns and strategic successes this week in our Weekly Must Reads.

Coca-Cola Goes to Dreamland

Coca-Cola’s newest flavored soda is transporting customers to an EDM music festival. The beverage, named “Dreamworld,” is meant to evoke the “technicolor tastes and surrealism of the subconscious,” with almost psychedelic packaging and marketing materials. The packaging is also scannable, allowing customers to launch an AR experience created in collaboration with the EDM festival Tomorrowland. In the drink’s announcement, Cola-Cola notes that they welcome any discovery and debate among consumers who try the drink.

Dreamland is the final limited-edition drink of the year from Coca-Cola Creations, which previously launched three other new creative beverages. Like the other new drinks, Dreamland is targeted at a younger audience who may be more interested in an experimental, tech-savvy promotion. Learn more about the drink here: https://www.thedrum.com/news/2022/08/10/coke-launches-dream-flavored-soda

PBR Launches an 80’s-Themed Motel

In Traverse City, Michigan, a sleepy motel has been transformed into an 80’s era dive bar along with coordinating motel rooms. The temporary redesign comes courtesy of Pabst Blue Ribbon, and the idea is based on an old brand tagline, “This Is the Place.” They felt a classic motel represented many of the values that are central to the brand, including simplicity, authenticity, and classic American culture. The motel rooms also feature branded Easter Eggs that nostalgic PBR fans will enjoy.

The campaign follows a recent trend of branded hotels and Airbnbs that appeal to superfans and thrill-seekers. PBR’s motel is accepting reservations through Labor Day for $184.40 per night, which honors PBR’s 1884 founding date. Find out more details here: https://www.adweek.com/agencies/rec-rooms-and-dive-bars-revisited-pbr-the-place-opens-for-fans-in-a-michigan-motel/

Ikea Debuts Office Furniture Designed for Remote Workers

Scandinavian furniture retailer Ikea recognized a growing return to the office this summer. In order to soften the transition, the brand released a new collection of office furniture that are designed to help workers feel like they’re back at home. To promote the collection, the brand is showcasing their comfortable new items set in traditional office environments. New products include a padded reclining armchair, slippers, and even a desk-size cooling rack for snack time.

So far, Ikea has focused the campaign on social media, using images and videos to highlight each item. Check out some of their first posts and more campaign details here: https://adage.com/creativity/work/ikea-products-make-office-more-wfh/2425991

Pacsun’s TikTok Push

Pacsun was once a popular store at the mall catering to young millennials. However, the brand lost some steam when trends shifted to online shopping. Now, the clothing retailer is surging back thanks to a focus on TikTok content and a goal to “live organically” on their audience’s social media pages. Pacsun’s account recently hit two million followers thanks to its participation in viral challenges, shoppable livestreams, and strategic influencer relationships. For reference, Adidas is the most-followed brand on TikTok with 2.8 million followers. Meanwhile, other popular brands like Abercrombie have about 32,000.

According to a press release from Pacsun, they’ve noticed a strong correlation between their viral TikTok videos and increase in sales. Dive deeper into the brand’s successful social strategy here: https://www.marketingdive.com/news/pacsun-2-million-tiktok-following-brand-push/629397/