This week, brands are shaking up the marketing world with surprising and strategic new partnerships. Dive into all the details on the latest stories in our Weekly Must Reads.

How Coors Became the Beer of TV

If you’re a fan of shows like “Yellowstone” and “Cobra Kai,” you may have noticed Coors Banquet beers making frequent appearances on your screen. While the brand did not seek out the product placements on “Cobra Kai,” it does have a formal agreement with “Yellowstone,” and is now the official beer partner of the Paramount show. Coors Banquet typically markets itself as the “born and brewed in the West,” making it a natural choice for the modern western television series. As a result of the partnership, Coors Banquet has seen growth in both market share and brand volume.

To further promote their sponsorship, Coors Banquet is holding a “Live Like a Dutton” sweepstakes open to any “Yellowstone” viewer. The contest will run until January 1, when the brand will select one winner to visit a Montana ranch for a classic western experience. Learn more about Coors Banquet’s success and contest here: https://www.marketingdive.com/news/coors-banquet-yellowstone-product-placement-paramount-seager/636236/

BrewDog is the “Anti-Sponsor” of the World Cup

Beer brand BrewDog is known for its bold, controversial advertising strategy. This year, they’re not shying away from making a statement about the upcoming World Cup. The brand has dubbed itself the “Proud Anti-Sponsor” of the tournament to protest the human rights grievances from the host country, Qatar. So far, BrewDog has rolled out several humorous but scathing billboards across the UK, accusing FIFA of bribery and corruption. They’ve also announced plans to donate all profits from sales of its Lost Lager during the tournament to human rights charities.

BrewDog has a long history of fighting for causes it cares about with controversial campaigns. In 2014, the brewery created a “Not for Gays” beer to protest the Sochi Winter Olympics and Russia’s anti-LGBTQ policies. Find out more about their latest stunt here: https://www.adweek.com/brand-marketing/brewdog-declares-itself-proud-anti-sponsor-of-2022-fifa-world-cup/

Presenting Daniel Craig (and Belvedere Vodka)

Daniel Craig has found his next big role. The former James Bond is the new face of Belvedere Vodka and making a splash in their new ad. The spot, directed by Taika Waititi, opens with Craig in a very Bond-esque scene. Seconds later, he jumps into a car and emerges with a new rock-and-roll look (and dance moves). The ad features a surprising amount Craig’s dancing, with choreography led by JaQuel Knight, who has previously worked with stars like Beyonce and Nicole Scherzinger.

From the first seconds of the ad, it’s clear the video is meant to follow Craig’s journey to be his most authentic self – while accompanied by a glass of Belvedere, of course. At the end of video, Waititi also makes an appearance, calling “cut!” and encouraging Craig to just be himself. You can watch the ad for yourself here: https://www.hollywoodreporter.com/lifestyle/lifestyle-news/daniel-craig-belvedere-campaign-taika-waititi-1235259493/

Foot Locker, Puma & Pokemon’s Partnership

Do you remember the Pokemon Go craze of 2016? Well, the app is still around and kicking off a new campaign this year. In a partnership with Foot Locker and Puma, 400 Foot Locker retail stores will now be Pokemon Go “Gyms” or “Pokestops,” where players can gather to interact and collect achievements within the game. The stores will also sell new Pokemon-themed Puma products, available exclusively at Foot Locker.

Pokemon Go may not be as prominent to the general public these days, but the app still boasts tens of millions of downloads per year. It’s also generated $4.5 billion in revenue for app developer Niantic. Perhaps most interestingly, the collaboration also links augmented reality to the retail world, which is a growing trend among B2C brands. Dive deeper in the story here: https://www.marketingdive.com/news/foot-locker-pokemon-go-puma-AR-marketing/636245/