Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be posting the content every morning on Adweek.com for First Things First (like in this post). However, if you’d prefer it straight to your inbox, you can sign up for the email here.
Half-time in the 2021 Super Bowl will be three-time Grammy Award winner The Weeknd. After the Canadian superstar teased the announcement with some cryptic social media posts on Wednesday night, Pepsi, NFL and Roc Nation dropped the news on Thursday. The Weeknd will perform after a year of largely lacking live music due to the pandemic.
Catch the details of the performance.
Penn Station has a new look thanks to a massive takeover of Manscaped, a brand that aims to “take care of the most important parts of a man” while reducing the stigma of such parts with the eye-catching and humorous OOH ads. The campaign, which was launched with the Intersection agency, was a reinterpretation of a pre-pandemic idea that was meant to cause a sensation and attract the attention of commuters who continue to flow through the station, albeit at slightly lower rates.
Explore every corner of the massive campaign and see how the brand capitalizes on a huge TikTok audience.
Chipotle’s new digital kitchen in West Point, New York has no tables or chairs and only deals with on-the-go orders and deliveries. The site, which is the main area for fighting hungry cadets, is a prototype for a model that can be easily and effectively recreated in the age of the pandemic, and possibly the future of the dining experience.
Adaptation to Covid: Chipotle is by no means the first brand to bring “ghost kitchens” and virtual concepts to the market.
More creativity in the kitchen: To provide home cooks with inspiration and a bit of fun, PepsiCo is launching a new recipe hub called More Smiles With Every Bite, along with two cookbooks – one with recipes that include Cheetos and one with Mountain Dew.
Brand Purpose is a hot and recurring theme in a year where a company’s identity is closely tied to its ability to authentically connect with consumers. Marketing directors play a vital role in helping brands get their purpose right. We spoke to nine CMOs about what it means to them. “The modern marketer is not a myth maker. You are a fortune teller, “says Andréa Mallard, CMO of Pinterest.” You want to get to the core truth and tell it beautifully, while using that truth to do really good. “
Discover insights into the CMOs at Ulta Beauty, Bank of America, Uber, and more.
Agency news & updates
- Georgia-Pacific has named OMD of the Omnicom Media Group as the US media agency.
- Sportswear brand Lululemon selected Droga5 New York as a creative agency for records after a review.
- The vast Midwest – with offices in Chicago and Detroit – has won Deadra Rahaman, who has an impressive amount of brand and agency work and a legacy as an influential advocate of industry change, as vp of branding strategy.
More current news and highlights: