ONE BRAND’S WASTE IS ANOTHER BRAND’S KEY INGREDIENT
In Manchester, England, brewer Seven Brothers has partnered with cereal maker Kellogg’s to create Throw Away IPA. The beer is not just another fun cross-promotion, but rather a grander effort by both brands to address the global issue of food waste and its effect on climate change. The beer brand is using Corn Flakes, Coco Pops and Rice Krispies cereal that has not met quality control standards and might otherwise end up in a landfill where it would produce methane gasses as it decomposes. According to the UN, globally a third of the food produced for human consumption each year is lost or wasted. While this is a small effort, it is a step in the right direction by both brands.
NETFLIX’S STRANGER THINGS ADS GET THE AR TREATMENT
Season 3 of Netflix’s smash hit Stranger Thingswas recently released and is centered at the fictional Starcourt Mall circa 1985. There are many tie-ins with the launch, but one of the more interesting ones comes from the print edition of the New York Times. In the paper, Netflix ran three full-page ads focusing on the opening of Starcourt Mall. The ads had a very 1980s look and feel, which made them really stand out in the paper. But similar to the Starcourt Mall, the ads went much deeper when readers used their smartphone’s Google Lens to scan each ad, activating an immersive AR mall experience.
CRATE & BARREL BRINGS NEW FLAVOR TO TRY-BEFORE-YOU-BUY
Retailer Crate & Barrel has opened The Table at Crate, a full-service restaurant, inside one of its suburban Chicago stores. In addition to getting a meal, all the place-settings, tables and chairs in the restaurant are available for purchase inside the store, so shoppers can really try before they buy. With 45% of the brand’s sales coming from online, the retailer wanted to create an experience to help keep their physical stores relevant and keep shoppers coming back.