From new logos to branded sounds, businesses are taking bold marketing steps this week. Catch up on any news you missed in our Weekly Must Reads.

SodaStream Launches a Brand Refresh

SodaStream first gained popularity in the 2000’s as a healthy at-home soda machine. Nearly 10 years ago, the brand pivoted to focus only on sparkling water. Now, SodaStream is reintroducing itself with a new logo, product line, and digital presence focused on innovation and elevated luxury. The redesign includes a new tagline, “Push for better,” which refers both to the brand’s mission to create positive change and the physical action needed to operate a SodaStream machine. Additionally, the new logo and brand colors are inspired by the brand’s commitment to sustainability, featuring shades of blue and interlocking water droplets that form the letter S.

The brand’s new line of appliances, called the “SodaStream Collection,” is a premium product category aimed at consumers who prioritize advanced features and superior design. Check out the brand refresh and find out more about the new SodaStream here: https://www.foodbusinessnews.net/articles/22226-sodastream-revamps-brand-identity-adds-premium-offerings

Starbucks Dives Into NFTs

Starbucks has long been lauded for its robust loyalty program. Last week, the brand announced a new branch of the program, called “Starbucks Odyssey,” which allows members to earn or purchase NFTs that are linked to new experiences or rewards. According to Starbucks CMO Brady Brewer, the brand has been exploring blockchain technology for years, but was waiting for the right opportunity to use it to add value for customers rather than pull a quick stunt.

To simplify the experience, Starbucks Odyssey will be available within the brand’s mobile app. It’ll take the form of digital games, which users can play to collect “journey stamps,” or NFTs, that they can redeem for exclusive brand merchandise or events. Find out more details of the loyalty program expansion here: https://techcrunch.com/2022/09/12/starbucks-unveils-its-blockchain-based-loyalty-platform-and-nft-community-starbucks-odyssey/

Zola Campaigns for Marriage Equality

Ahead of the Senate’s potential vote to codify marriage equality, the wedding website brand Zola issued an invitation-style full page ad in the Washington Post encouraging senators to protect marriage for all. Additionally, Zola mailed a physical invitation to each senator who hasn’t yet declared their support for the bill. In a show of their own support, the brand donated $15,000 to the ACLU Foundation, and also created a landing page informing people about actions they can take to support the Respect for Marriage Act.

Supporting marriage equality has been an important brand value for Zola since its founding in 2013. Zola’s co-founder Shan-Lyn Ma shared that she started the business after noticing how few wedding brands included any diversity in their content. Learn more about Zola’s commitment to equality and their newest campaign here: https://www.adweek.com/brand-marketing/zola-sends-senators-wedding-invitation-codify-marriage-equality/

Brands Create Original Songs for TikTok

Marketers have been incorporating sound into their advertising strategies for years. Now, with the rise of TikTok, utilizing music has become especially crucial. On TikTok, one song associated with a popular dance or challenge can quickly take over the entire platform for days at a time. To take advantage of this growing trend, brands have started partnering with popular producers and artists to create their own original songs to debut on TikTok. McDonald’s created a sound inspired by the taste of their cult-favorite Sprite, while gum brand Trident teamed up with Chlöe Bailey to develop a song using the sound of someone chewing gum.

In addition to an increase in traditional metrics like views and likes, these brands have also seen their message spread through users who Duet, Stitch, or borrow sound from their videos. Keep an ear out for more branded sounds hitting TikTok in the future, and let us know your thoughts on this new marketing strategy: https://www.marketingdive.com/news/brands-original-songs-sounds-tiktok-mcdonalds-trident/631931/