Several of the world’s biggest brands have recently launched creative new campaigns designed to help you think of their products in a new way. Catch up on all the marketing and advertising stories you missed last week in our Weekly Must Reads.

Pepsi Vies for a Spot at the Bar

In their newest campaign, Pepsi is looking to dethrone Coca-Cola and position its products as the go-to sodas for creating cocktails. The brand is particularly focusing on pairing its soda with rum, as a recent internal study found more than half of US adults prefer Pepsi over Coke as a mixer with spiced rum. In the new ads released last week, we see close-ups of classic rum brand logos, including Captain Morgan and Bacardi, revealing the classic Pepsi globe hidden inside. You can look for the ads in both print and out-of-home placements through the rest of the summer.

The newest ads are part of the brand’s ongoing “Better with Pepsi” platform, which continually focus on how Pepsi helps make other products even better. In other recent campaigns, Pepsi has illustrated how their soda improves the taste of hot dogs, burgers, and other food items. Catch up on all the details of Pepsi’s initiative here: https://www.marketingdive.com/news/pepsi-rum-and-coke-cocktail-CPG-marketing/689309/

Uber Launches In-App Ads

At the end of 2022, Uber joined other tech giants in introducing advertising components to its mobile app in an attempt to increase revenue. So far, the results are encouraging. When Uber released second-quarter earnings last week, it showed a positive operating profit for the first time in the company’s history. Revenue has increased 14 percent year-over-year, topping $9.2 billion. Uber executives expect the ad business to continue to grow into a $1 billion operation by 2024.

So far, the brand has deployed short in-app video ads that play while a customer waits for their driver to arrive. In the future, Uber hopes to expand into longer, higher-production videos, akin to traditional television commercials. Read more about Uber’s advertising plans here: https://www.thedrum.com/news/2023/08/01/uber-s-burgeoning-app-ads-business-drives-first-profitable-quarter-its-history

Apple Wants You to Pay Their Way

Another tech giant is taking a different approach to diversifying its revenue stream. Apple recently launched its new “Pay Your Way” campaign, highlighting the ability to make purchases with Apple Pay using nearly any Apple product. While some ads focus on the convenience of Apply Pay, others promote the service’s brand-new features, including a high-yield savings account and a buy-now-pay-later option.

So far, the campaign has mainly utilized digital out-of-home placements on prominent streets across the UK and US. In addition, Apple has partnered with TikTok creators to promote the service online and open dialogue with consumers. Learn more about Apple Pay and the brand’s promotional strategy here: https://www.marketingdive.com/news/apple-pay-apple-way-campaign-global-fintech/689758/

White Claw Your Way to Summer Vacation

With summer more than half over, White Claw is making it their mission to help employees take a relaxing vacation before the season ends. A new survey from the brand shows more than half of US workers have not planned a summer vacation this year, and 25 percent don’t plan to use all their paid vacation time. Throughout August, White Claw will be giving away a variety of vacation packages via their Instagram page to encourage more people to claw back their summer. Prizes include a night off with a private chef dinner, one-day stay at a luxury home, long weekend trip to Miami, and a week-long stay in Hawaii.

To enter the contests, Instagram users will need to follow White Claw’s account, comment #WhiteClawSweepstakes on the post, and tag their friends in the comment. The brand’s first giveaway, posted August 2, has already earned more than 2,000 comments. Check out all the details of the sweepstakes here: https://www.prnewswire.com/news-releases/white-claw-hard-seltzer-wants-you-to-claw-back-your-summer-with-an-epic-remote-vacation-and-more-getaways-301889879.htm