While some states are safely reopening and others are shutting back down, the coronavirus is continuing to influence every facet of our lives – including advertising. Many recent campaigns and acquisitions have all been inspired by our shared challenges with covid-19. Keep reading below to catch up on the latest and most interesting marketing stories this week.

Ryan Reynolds’ Mint Mobile Is Still Different

The Ryan Reynolds-owned cell service carrier Mint Mobile is once more taking aim at major providers. According to their new spot, Mint Mobile doesn’t waste any of their funds on “money sucks,” like stadium sponsorships or celebrity endorsements. The ad points out that the cost of sponsoring things like sports stadiums eventually trickles down to the price customers pay for the service. Their message is especially relevant this year, when fans haven’t been able to enter a sports facility in months and no one cares about the name on an empty arena.

This kind of call-out message isn’t the first we’ve seen from Mint Mobile. Before the Super Bowl this year, they released a video explaining that instead of paying millions of dollars for a commercial during the game, they were using the money to give away three months of service to new subscribers. The brand also gave customers free unlimited data in March to show support during the start of the pandemic. Read more about Mint Mobile’s clever marketing tactics here: https://www.adweek.com/digital/ryan-reynolds-mint-mobile-pokes-fun-at-big-wireless-for-sports-stadiums/

Vanquishing the Digital Headache

During the coronavirus pandemic, healthcare brands have published some of the most sought-out messages as people look to them for expert advice and support. One smaller company that sells over-the-counter pain relief, Vanquish, sought to help consumers with a new challenge they were facing: the “digital headache.”

As many employees transitioned to working from home, more people spent their entire day alternating between their phone and computer screens. Vanquish quickly realized many people would soon be struggling with technology (and stress)-induced headaches. In order to address this growing concern, they created a relatable video that focused on their headache-relieving medication without even mentioning the virus itself. Instead of focusing on the many ways their company was promoting staying safe through the pandemic, they chose to solve a real problem before many people even knew they had it. Watch the video and learn more about Vanquish here: https://adage.com/article/AcuityAds/how-make-impression-amid-sea-covid-19-brand-messages/2264446

Mirror Joins the Lululemon Family

Last week, active wear brand Lululemon purchased the up-and-coming at-home  fitness company Mirror. Lululemon first invested in Mirror last year, but after seeing the demand for at-home workouts during the pandemic, they decided to take the leap and hold Mirror as a standalone company within Lululemon. Mirror has been growing quickly since its founding in 2018, and investors expect the acquisition to become profitable as soon as next year.

The partnership makes perfect sense to many financial analysts, who call it “synergistic.” The two brands share a very similar target audience and will be able to tap into each other’s customer base, and as a result, avoid steep acquisition costs. Mirror can also take advantage of Lululemon’s relationships with high-profile influencers, while Lululemon can introduce their new clothing styles via Mirror’s interactive videos. Do you think the partnership will be successful for both brands? Check out all the details here: https://www.marketingdive.com/news/lululemon-snaps-up-at-home-workout-platform-mirror-for-500m/580888/

Halo Top’s New Advice: Stop “Shoulding” Yourself

In their latest campaign, the low-calorie ice cream brand Halo Top is encouraging consumers to stop “shoulding” themselves. Wondering what on earth that means? In essence, Halo Top wants you to stop pressuring yourself to follow what society says will make your life better – “I should work out more,” “I should skip dessert.” Instead, their new ad celebrates body positivity and a more holistic view of well-being.

According to Halo Top’s brand manager, their company wants to lift up their customers who feel the weight of all the “shoulds” in their lives, as well as shift away from their perception as the diet ice cream option. The star of the ad is Colombian plus-size model Maria Jimenez Pacifico, who has been open about her past experiences with body shaming. Find out more about Halo Top’s new campaign and see their first video here: https://www.mediapost.com/publications/article/352961/halo-top-promotes-end-of-shoulding-yourself.html