This week, brands are beating the bad news bias with new campaigns that focus on inclusivity, positivity, sweet treats and more. Check out the newest feel-good ads you need to see in our Weekly Must Reads.

Barbie Launches Its First Doll with Down Syndrome

In partnership with the National Down Syndrome Society, Barbie recently launched its first-ever doll with Down syndrome. The doll is meant to accurately represent life with Down syndrome, including details like a shorter body frame and pink orthoses that support feet and ankles. The newest Barbie is part of the Mattel brand’s Fashionistas line, which features an inclusive lineup of dolls that “reflect the world kids see today.” Other dolls in the collection include a Barbie that uses a hearing aid and a Ken doll with a prosthetic leg.

According to a Barbie marketing executive, diverse dolls now represent half of the brand’s total sales. The overall goal of the Fashionistas line is to ensure every child can see themselves reflected in a Barbie doll, while also encouraging kids to play with dolls that may look different from them. Find out more about this first-of-its-kind Barbie here: https://www.npr.org/2023/04/25/1172017348/barbie-doll-down-syndrome-mattel

HARIBO’s Good News Day

On April 27, otherwise known as National Gummi Bear Day, HARIBO dedicated its Facebook and Instagram accounts to spreading only good news content for 24 hours. The initiative kicked off with a “Good News Goldbears” video broadcast in the morning and continued throughout the day with subsequent news skits, influencer collaborations and user-generated content. Additionally, fans could call into a hotline to leave a message with good news for the chance to be featured on one of the broadcasts.

HARIBO also cited research from Pew Research Center, which shows must Americans get the majority of their news from social media, where news tends to skew negative. To combat that negativity, the brand’s VP of marketing shared that the campaign aims to “inspire childlike happiness by encouraging people to share good news that makes them smile.” Learn more about their good news initiative here: https://finance.yahoo.com/news/haribo-sweeten-news-cycle-day-182800722.html

Snickers Scores with Bryce Cream Bar

Ahead of last week’s NFL Draft, Snickers partnered with eventual #1 pick Bryce Young to launch a new limited-edition offering: the Bryce Cream Bar. The frozen treat, which mirrors the brand’s traditional Snickers Ice Cream Bar with new, custom packaging, was available only in Kansas City, home of this year’s NFL Draft, and Tuscaloosa, where Young spent his college football career. Fans could also enter to win a Bryce Cream Bar pack on a Snickers landing page.

Snickers isn’t the first brand to partner with the new QB for the Carolina Panthers. Earlier this year, Young was the first college athlete to be included in Nissan’s annual “Heisman House” commercial. Read more about Snickers’ new offering and official NFL sponsorship here: https://www.marketingdive.com/news/snickers-ice-cream-bryce-young-nfl-draft-nil/648631/

Popeyes Doesn’t Make Sense, They Make Chicken

In their first ad under a new ad agency, Popeyes is celebrating its New Orleans heritage and embracing the nonsensical reputation of the city. The spot highlights the fun and absurdity of the French Quarter, including street music and Mardi Gras, and compares the festivities to its signature chicken. A Popeyes ambassador states that their fast-food chicken “takes 12 hours to marinate. That makes no sense, but it does make it delicious.”

Popeyes’ brand has been on the upswing in recent years, posting record growth in both 2021 and 2022. In the coming months, expect to see more digital and out-of-home activations from Popeyes that focuses on the brand’s connection to New Orleans culture. Check out the first ad here: https://www.brand-innovators.com/news/popeyes-celebrates-hometown-new-orleans-in-new-campaign