Pepsi scores Zero at the Super Bowl
After a three-year break from the big game, Pepsi is using the Super Bowl to kick off a campaign supporting its new-and-improved Zero Sugar flavor. The more refreshing recipe is part of a recent emphasis on pairing Pepsi with meals as well as targeting a younger audience. Viewers will be able to score Pepsi Zero Sugar for free as the brand will give away up to 10 million cans to people who text special codes during the playoffs and the Super Bowl.
Instagram closes Shop
Instagram is removing the Shop tab in February, marking a shift in its e-comm strategy. The social media platform is prioritizing a distributed commerce model, which will allow users to make purchases organically across ad and explore channels, as well as via their feed, stories, and reels. The company will also continue to feature shopping experiences like live drops and allow businesses to create shops in the app. These changes (along with centering the content creation button) reflect audience preference for short-form video.
Kroger offers a world of care
Kroger is incorporating healthcare into its shopping offering with a new campaign: A World of Care Is In-Store. Building on the Little Clinic locations that offer multiple health services, Kroger Health will connect shoppers to its network of 24,000 health professionals. There’s a renewed focus on health at retail, with other brands hosting health fairs, creating advisory panels, and even hiring chief medical officers.