Morning Consult Brands: Pepsi Updates Logo and Branding for First Time Since 2008
 

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Essential marketing and PR news & intel to start your day.
March 29, 2023
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Today’s Top News

  • PepsiCo Inc. unveiled a new logo and branding suite that will roll out in the United States later this year, marking its first major creative identity change since 2008. The refreshed logo features an upper-case “PEPSI” in the middle of the soft drink’s globe icon surrounded by a dark blue border, which Chief Marketing Officer Todd Kaplan said is meant to convey Pepsi’s “bold and confident” nature. (CNN)
  • Adidas AG rescinded an objection it filed with the U.S. Trademark Office earlier this week concerning Black Lives Matter’s attempt to register a logo that also features three stripes. The decision to back away from the branding dispute comes as the sportswear giant looks to complete a turnaround under new CEO Bjørn Gulden. (The Wall Street Journal)
  • Levi Strauss & Co. responded to backlash it received for announcing it would work with an artificial intelligence firm to create models with more diverse skin and body types, stating that the partnership is not “a substitute for the real action” toward diversity, equity and inclusion goals. The retailer also said it would not scale back plans to hire diverse human models. (Insider)
 

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What Else You Need to Know

Advertising
 

Netflix’s CPM still under media buyers’ skin months into its disjointed push into advertising

Michael Bürgi, Digiday  

Countering recent reports about Netflix’s first quarter of offering an ad-supported tier being largely successful, media buyers Digiday spoke with are expressing frustration at its still-too-high $55 CPM and the still-too-slow growth for its ad-supported sub base.

 

With podcast advertising maturing, more mainstream brands want in on growth

Kimeko McCoy, Digiday

Podcast advertising is maturing, both in terms of measurement capabilities and audience sizes — and more later stage brands are taking notice. Podcasts, once a go-to marketing channel for direct-to-consumer brands, have become a mainstay for more seasoned advertisers, agency executives say.

 

Could audiobooks be the next frontier for advertising?

Alyssa Meyers, Marketing Brew

Audible confirmed it’s currently testing audiobook ads, and Spotify seems to be eyeing the possibility.

 

Bob Evans Is Using AI To Help Eliminate Unconscious Bias From Its Advertising

Allison Schiff, AdExchanger

One of its main features is the ability for marketers to upload content – ad copy, scripts, creative briefs, concepts, storyboards – and have it analyzed for racial bias and other related risk factors before an ad is produced. 

 
Media/Entertainment/Influencers
 

Gannett CEO forecasts more daily newspaper sales

Sara Fischer, Axios

More newspaper sales could be on the way for Gannett, which has lost roughly half of its workforce since merging with GateHouse in 2019, Axios reported.

 

Substack invites newsletter writers to invest

Sara Fischer, Axios

Substack, the newsletter platform, will open up a community fundraising round on Tuesday, allowing writers on the platform to invest in the company.

 

Spotify and creator payment startup Creative Juice are partnering on video podcasts as the space heats up

Amanda Perelli, Insider

Audio leader Spotify has been delving into the space, and is now partnering with payment startup Creative Juice to bring creators to its platform to make video podcasts. On March 28, select Creative Juice influencers will have access to a “white glove service” through the podcast program. This includes access to beta test new products, individual support and guidance from the Spotify team, as well as dedicated promotion on Spotify. 

 

Amazon May Buy Distressed AMC Theater Chain in Seismic Hollywood Streaming Shift

Joe Bel Bruno, The Intersect 

Jeff Bezos can use AMC’s 600 theaters and 200 million North America, Europe and Middle East customers as “marketing weigh stations,” said one insider. No offers to the theater chain. Yet.

 

NFL, RedBird Team Up to Distribute Sunday Ticket Games to Bars, Restaurants

Joe Flint, The Wall Street Journal

Sunday Ticket was previously the remit of DirecTV, and YouTube recently acquired residential rights for popular subscription package.

 
Social Media and Technology
 

Apple launches its Pay Later service

Ashley Capoot, CNBC

Apple on Tuesday introduced Apple Pay Later, which will allow users to split their purchases into four payments spread over the course of six weeks.

 

Tweet replies no longer show who users are replying to

Jay Peters, The Verge 

Twitter’s latest baffling change makes replies a lot more difficult to sift through. Now, when you’re looking at replies, tweets don’t actually show who the user is replying to, making them look like a confusing string of out-of-context missives.

 

Google Search is adding new ‘Perspectives’ and ‘About this author’ features to help users verify info

Aisha Malik, TechCrunch

Google is introducing new ways for users to verify information on Search, the company announced on Tuesday. The search giant is launching new features called “Perspectives” and “About this author,” while also expanding some of its current tools, including “About this result.”

 

In Hundreds of TikTok Videos, Its Users Defend the App

Sapna Maheshwari and Kalley Haung, The New York Times

After lawmakers grilled TikTok’s chief executive last week, the app’s users argued that the platform should not be banned in the United States over national security concerns.

 

Amazon Wants to Bring Its ‘Sidewalk’ Home Network to Broader Market

Matt Day, Bloomberg 

Amazon.com Inc. is opening its Sidewalk wireless network to outside developers to see if a technology built to extend Wi-Fi coverage outside the home has commercial applications beyond the company’s own devices.

 

Half of Twitter Blue subscribers have less than 1,000 followers

Matt Binder, Mashable

And Elon Musk now says he wants to force these users all into your feed.

 

1,100+ notable signatories just signed an open letter asking “all AI labs to immediately pause for at least 6 months”

Connie Loizos, TechCrunch

As of this writing, more than 1,100 signatories, including Elon Musk, Steve Wozniak, and Tristan Harris of the Center for Humane Technology, have signed an open letter that calls on “all AI labs to immediately pause for at least 6 months the training of AI systems more powerful than GPT-4.”

 
PR/Marketing/Retail
 

Walmart winds down Roblox play as metaverse lands in privacy crosshairs

Peter Adams, Marketing Dive

The move follows a push by TINA.org and other watchdogs to assess Universe of Play for potential “manipulative stealth marketing” to kids. Universe of Play and a similar Walmart Land experience launched in September as part of the big-box store’s efforts to reach Gen Z consumers through the metaverse. 

 

Michelob Ultra Strikes Deal With Women’s Sports Network

Jade Yan, Ad Age 

The network dedicated to women’s sports is carried on streaming channels.

 

L’Oreal defeats U.S. woman’s lawsuit over ‘Paris’ product labels

Jonathan Stempel, Reuters

A judge dismissed a proposed class action lawsuit accusing L’Oreal SA of tricking American shoppers into overpaying for its beauty products by making them believe the products came from France.

 

Secret Deodorant wants to help anxious Gen Z build financial literacy

Emma Sandler, Glossy

On Tuesday, Secret Deodorant introduced a multi-year initiative to provide 1 million women with access to financial courses and training resources.

 
Work and Management
 

Founders and CEOs look at a possible TikTok ban in fear: ‘No other platform does this as successfully’

Orianna Rose Royle, Fortune 

With an eye on the more than 1 billion monthly active users on the platform, CEOs and small business owners told Fortune how their reach and revenue would be hit by a TikTok ban.

 

Knowing Everyone’s Salaries Can Light a Fire Under Workers

Courtney Vinopal, The Wall Street Journal

Seeing a career path to advancement—and believing the process is fair—motivates employees, studies show.

 

Tinkering With ChatGPT, Workers Wonder: Will This Take My Job?

Lydia DePillis and Steve Lohr, The New York Times 

Artificial intelligence is confronting white-collar professionals more directly than ever. It could make them more productive — or obsolete.

 

Ad Salaries Are Coming Down From Peak Great Resignation Levels

Lindsay Rittenhouse, Ad Age

Industry execs say the high salary rates in 2021, driven by competition from the tech industry that now isn’t hiring, were never sustainable.

 

Guinness Maker Diageo Appoints Its First Female CEO

Elena Vardon and Michael Susin, The Wall Street Journal

Debra Crew to succeed the booze giant’s longtime chief Ivan Menezes who is retiring.

 
Morning Consult