How are top brands reaching their audiences in new, exciting and controversial ways this week? Check out our Weekly Must Reads to read the latest updates and find out the news you need to know.

Farmers Insurance Goes to Sesame Street

Farmers Insurance figured out how to get to Sesame Street, and they’re covering all kinds of muppet-related cases. As part of the ongoing Farmers campaign “We Know From Experience,” characters like Grover, Bert and Ernie help reenact some of the outrageous real-life claims that the company has covered in the past. Funny and adorable chaos ensues, including Grover’s failed attempt to fix a water heater and the Count’s lawnmower catching on fire in a thunderstorm.

As Sesame Street celebrates its 50^th anniversary, the beloved muppets are helping drive home the Farmers Insurance tagline: “We know a thing or two because we’ve seen a thing or two.” Earlier this year, Farmers Insurance also ran a series of Dr. Seuss-themed ads in honor of the author’s 115^th birthday. Why do you think the brand has focused so much on famous childhood icons? Do you think it’s an effective strategy for their audience? Check out the ads here: https://www.adweek.com/creativity/sesame-street-characters-wreak-havoc-in-this-cute-farmers-insurance-campaign/

Juul’s Marketing Team Faces FDA Backlash

The FDA is cracking down hard on e-cigarette startup Juul Labs. Despite criticism that the brand has targeted young consumers, Juul has maintained that their product is intended to be a “safe alternative” for adult smokers. Now the FDA is saying “yeah, right,” and has warned the company to remove the phrase from their marketing. The agency says federal law prohibits companies from making statements about reduced risk unless they have scientific evidence that their product is less harmful than tobacco.

This warning comes amid a rising number of cases of lung disease linked to e-cigarette use. The CDC is aware of more than 450 potential cases linked to vaping, including at least five deaths. Critics also say that by marketing their products as “safe,” Juul is drawing in more young non-smokers and putting their health at risk. New York recently banned sales of flavored devices in an effort to curb sales to young consumers, and there has been talk of more bans across the nation. Do you think e-cigarette marketing has been deceiving? Read the full story here: https://www.cnn.com/2019/09/09/health/fda-juul-warning-bn/index.html

Billie Battles the Pink Tax

Blue rosé, anyone? Direct-to-consumer razor brand Billie is expanding their product line in an effort to call out the pink tax, or the average 13% markup on women’s products. This fall, Billie is introducing their “Château de Blué” rosé, which is not only a bright blue color, but it’s also priced at 13% less than the average bottle of pink rosé wine. According to the brand’s founder, their wine is cheaper simply because it’s blue – just as women’s products are more expensive simply because they’re for women. The first campaign ad notes the wine is made with crushed blueberries, oak and just a hint of gender bias.

Billie is no stranger to taking controversial stances in their advertising. In past campaigns, they have featured women with varying amounts of body hair, often accompanied by the tagline “however, whenever, if ever.” How do you think audiences will respond to their battle against the pink tax? Find out more details here: https://adage.com/creativity/work/billie-chateau-de-blue/2195881

Salesforce Simplifies Their Marketing

If you’re at all tuned in to the business world, you’ve certainly heard of the tech giant Salesforce. But unless you’re heavily involved in sales or technology, you might not know exactly what they do. Salesforce has launched a new ad campaign to increase audiences’ awareness of their products, and specifically how they help in three different areas: product, people and planet. As the company expands beyond its successful CRM software, they want people to know that the core of their company is bringing companies and customers together. This simplified message will reach audiences through out-of-home, print, digital, radio and social ads this fall.

In addition to Salesforce’s CRM services, or the “product” aspect, they also offer an online skill development platform (“people”) and have increased their charitable giving (“planet”). Do you think simplifying their business will attract more audiences to Salesforce? See the rest of the story and the first ads here: https://www.marketing-interactive.com/salesforce-unveils-global-campaign-to-educate-consumers-on-what-it-does/