ADWEEK’s Post

“There’s still a long way to go to get buyers back on X,” an agency executivetold ADWEEK. “What also has to happen is more tangible updates to the products, and not just lip service of ‘come back.’” https://adweek.it/4ctuS5d

Häagen-Dazs Shops is entering the highly competitive Super Bowl ad mix, as it has purchased national airtime during Super Bowl 59. The brand is in the game for the first time in its more than 60 years in business. https://adweek.it/4bv2Nck

Skydance Media has entered into a definitive agreement with Paramount Global to form “New Paramount,” capping off months of negotiations, bidding wars and public speculation. The potential move would have a lasting impact on Paramount’s assets, forever changing the company’s TV and streaming portfolio. The merger, which is expected to close in 2025, will take place in two steps. Find out what this means for Paramount 👇 https://adweek.it/4cTMarI

Last spring, shoppers in Albertsons grocery stores were increasingly sticking to the store’s perimeter—a trend that meant many people were skipping the sweets in the center aisles in favor of bakery items that sit closer to the outside walls of the building. That was bad news for the packaged cookie category, especially for the category’s leader, Oreo. With that challenge in mind, VML, Oreo’s agency partner, went to work. The goal was to make back at least half of the sales that had been lost since the year prior—a target that it beat by more than 10%. The campaign, Oreo Codes, won three gold Effie awards this year. Read more about the campaign: https://adweek.it/45XIWBx

Get best practices brands need to put in place for next-gen events, based on an exclusive survey of 150 global marketing leaders on our upcoming ADWEEK webinar with leaders at Cvent. Register here: https://adweek.it/3VRB3c9

Tinder's latest ads reimagine the movie meet cute for younger generations. 😘 The dating app has gone full romcom in the latest chapter of its ongoing global campaign, “It Starts With a Swipe.” As the brand continues its attempt to woo audiences who are disillusioned by dating apps, this time it wants to challenge “inaccurate perceptions of how romances should start, which can get in the way of real love and connection,” chief marketing officer Melissa Hobley told ADWEEK. Created by agency Mischief @ No Fixed Address, the three new ads are inspired by the first messages of real couples who met on Tinder. https://adweek.it/45XSMDt

Three leaders at full-service agencies of varying sizes—GALE, FerebeeLane and Walz Tetrick Advertising—told ADWEEK the secret to building a successful department is going all-in—no half measures—on the unavoidably costly investment. “Building a media department is daunting. It’s also kind of a bigger deal than you might think,” Charlie Tetrick, president and CEO of the Kansas-based independent shop, Walz Tetrick Advertising, told ADWEEK. “To think you can hop in the game and start buying media without knowing that you’re going to have a seven-figure investment would be a mistake,” Tetrick added. https://adweek.it/3zz3Ryv

Elon Musk and his X leadership team still have a long way to go to lure advertisers back to the platform following the owner’s bid to smooth relations at the Cannes Lions International Festival of Creativity last month, six sources told ADWEEK. “There’s still a long way to go to get buyers back on X,” the first agency executive, who wasn’t authorized to speak to media, told ADWEEK. “What also has to happen is more tangible updates to the products, and not just lip service of ‘come back.’” https://adweek.it/4ctuS5d

To draw shoppers back into the cookie aisle, VML focused on Oreo’s connection to milk—which generally sits along the well-worn perimeter of most grocery stores. Oreo’s marketing has repeatedly played with the cookie’s connection to milk, encouraging fans to “dunk” the crunchy, creme-filled chocolate sandwich into a tall cold glass. The campaign asked people to scan those barcodes from the Oreo Codes website, using digital out-of-home and influencer marketing to raise awareness among customers. When a shopper scanned the barcode on a milk jug or carton, the scan triggered an animation featuring an Oreo cookie dunking into a glass of milk. Next, a coupon code appeared for a discounted package of cookies. https://adweek.it/45XIWBx