Oatly’s new campaign speaks to Gen Z values

Welcome to our tweaked format. Now, we’ll be briefing you on four of the most important marketing stories paired with our usual Around the Web and Just Can’t Get Enough sections. Let us know your thoughts!

Oatly vs. Big Dairy

In a new sustainability campaign, Oatly released its climate footprint stats—and a challenge. For anyone, cough Big Dairy cough, willing to do the same, Oatly offered to provide paid advertising in the The New York Times, Los Angeles Times, and Washington Post as well as Billboards in Hollywood and Times Square. Oatly is leaning hard into its values, which speaks to Gen Z sensibilities, and putting money where its mouth is.

TikTok’s New Ad Program

TikTok’s Pulse Premiere ad program aims to connect brands with Premium Publisher Content. According to the Pulse Premiere landing page, on TikTok “advertising becomes entertainment” and “73% of people feel a deeper connection to brands they interact with on TikTok and 93% of users take action on content they see in the For You feed.” Unlike TikTok Pulse, Premiere allows brands to place their ads “directly after content from premium publisher content” and provides advertisers more “control and predictability.”

Snap 🤝 Advertisers

Snap released new features for advertisers, content partners, and creators—including ads in Spotlight short-form content and a new First Story ad placement feature. Next, Snap is looking to monetize sponsored links in My AI chatbot chats with users. After a rough Q1, Snap’s scrambling to increase their revenue quickly and ad spend seems like their biggest bet.

Brands Embrace Cannabis Culture

If this year’s 4/20 is anything to go by, brands have become comfortable specifically targeting cannabis users with their advertisements. It helps advertising platforms like Twitter and Google aren’t penalizing cannabis content and have lifted bans. “It’s been an incredible shift in opportunity,” Lana Van Brunt, co-founder and co-CEO of Sackville & Co. cannabis company, told Digiday. Plus, brand partnerships are a win-win for industries.

Around the Web

• Minute Maid is unifying its look—globally.

• Want to build a UGC pipeline and creative testing framework?—Enter Insense the all-in-one platform to source a lot of raw + fully edited content, find the perfect UGC creators in minutes, and run influencer ads.*

• Dating apps are targeting subway riders.

• Join the MarketerHire rewards program. Earn $2,500 cash upfront for every referral. Sign-up in less than 30 seconds.

• In the last year, 21% percent of Gen Z and 18% of Millennials purchased nonalcoholic beer.

*This is sponsored advertising content.

Just Can’t Get Enough

Language learning. And if you haven’t hopped on this hobby, now’s the time.

• Studies find bilingualism helps improve memory and prevent dementia.

• And free resources like Duolingo and YouTube can help you get started.

• Plus, check out #languagelearning on TikTok for memes and listening practice.

Have you tried to make your advertising entertainment? Will you? Reply and let us know any ideas you’ve been kicking around!

Thanks for joining us, and we’ll see you Thursday!