Weekly News Update: Dunkin Donuts Paint Collaboration with Backdrop; Google Ecommerce Strategy; Walgreens Ad Tech Strategy; Truly Seltzer and Dua Lipa

 You're listening to the latest Radcast news update, here's Ryan and Riley.
 Hey guys, what's up? Welcome to the latest edition of the Radcast. It's our marketing and advertising weekly news segment on Friday, May 21st, 2021.
 Wherever, however, whenever you are, we wish you a good day. I'm joined as always by my lovely co-host, Ryla Clark.
 Hello, hello. Good to have you. Yes, good to be here. It's a sad day on the Radcast. We must admit we're just going to go right at it.
 I'm going to put you right on it that Riley's leaving us for greener pastures. She's different pastures. We won't call them greener.
 I was going to say, yeah, that feels just terrible way of saying it, but like, it's just going to be different, different experience, but I'm excited.
 Yeah, so today's Riley's last news segment for, you know, we said we're talking a pretty episode, you know, it's your last episode.
 She's like, I can come on. I'm like, yeah, we'll have her on with some guest segments. Yeah, we'll bring her on as the celebrity news guest.
 Yes. This has been such a fun experience for all of us, and obviously we get to build a lot of the good conversations because of the listeners.
 And so it's just very appreciative of the listeners and everything like that.
 And I mean, you all have like, seriously had our podcast take off. I mean, it's like exploded.
 So it's just cool and thankful to have been a part of it. And yeah, I'll be back.
 Exactly.
 Yeah.
 All right. Yeah. Well, we'll give that one a bell.
 Yes. Good, good, good, good bell. Good bell. That's good.
 No, but we've, we really appreciate Riley's done a lot. She's been the hostess with the most this and the producer with the I've got no rhyming word.
 No, I appreciate it. You've been great. And we're very appreciative. We're sad to see you go and we know you'll do wonders and do us a favor and, you know, be a guest every now and then.
 Absolutely.
 Well, we'll log in. We might foam around and it says, we don't have you here helping us like they don't know or we, you know, fumbling through it.
 But I know Daniel is going to be taking over a lot of this stuff, which will be super cool. And then Josh will be doing new segments with you.
 And a roundtable of guests will probably get a lot of people from the agency just to get different perspectives, but Josh Hill or digital media manager here at Radical will assist as we try to carry the torch and
 carry things on.
 Yes.
 Thanks for being good around the agency. Otherwise, implementing a lot of new things and helping clients fight the good fight for making radical content and, you know, pushing the envelope with all the work we're doing.
 So it's been good there and, you know, we're getting into summertime, supposed to be the 90s around here. We're getting into that summer heat.
 Yes.
 And so, actually, we do have some other news to talk about too.
 So one of a really good friend of yours, Marvin, that he is a country music artist and he just released a music video today that we basically produced and edited directed the whole
 show bang for.
 And since it was radical, but it was actually me you and Nick.
 This is what I love about this.
 It's like, you're going to watch the video and think like this full on production crew did this when in reality it was the three of us.
 It was all these shoot.
 I mean, we have thousands and hundreds of thousands of equipment here.
 We shoot content all the time, but we had a three day one, three man and woman shoot and one day at the lake for Marvin and boat drunk.
 It's going to be what we hope is the breakout summer hit, at least in it, you know, who cares how big, but we think it has the legs.
 We might be a little bad.
 I think it does.
 You know, we might be a little biased, but like this is a song that you're going to want.
 Like even if you're near a pool or whatever, you're just going to want, you know, a not to plug truly too soon.
 But you're going to want it truly in your hand.
 You're going to want to be playing this song and you're just going to be vibing with your friends.
 And I think this is going to really take that home, especially with the year that everyone's been having with COVID.
 I think this is a much needed fun song.
 Yeah, it's a fun song.
 And I mean, it's a cross between, you know, we say Kenny Chesney, Jimmy Buffett, Zach Brown Band.
 It has some of those vibes of all those things and laid back.
 You know, we're in this era of over produced and over serious songs.
 I think it can cut through with being a little more lighthearted and feels like the right time and right place.
 And Marvin's got that deep baritone.
 And I think people are going to enjoy it.
 And I know it's hard.
 We released the music video yesterday.
 I think it's got like 5,000 views already on Facebook.
 Yeah, it's like popping up.
 Yeah, without any paid media body.
 Yeah, exactly.
 So it's going to be super exciting with.
 So yeah, so all all of the music platforms, you can search for Marvin Yvette.
 That's EVAT and boat drunk.
 And his newest album is Soul of a pirate.
 So give that a listen.
 And I think you'll enjoy it for some great country tunes.
 But we'll get right to the news here's Riley.
 Here is the Radcast news.
 All right.
 Our news update, my last news update to give for the week.
 We have some really fun topics.
 And our first one that I love for a lot of reasons because I'm just a big Dunkin' Donuts person.
 I don't know this.
 But Dunkin' Donuts is in collaboration with backdrop, which is a paint.
 I don't know if they're like a distribution or how they're, if they're like a,
 what am I thinking of?
 Sherman Williams or something like that, but essentially like this company backdrop
 and Dunkin' Donuts are collaborating for Dunkins color palette to be in paint.
 Like this is so much fun.
 This is so cool.
 I love this concept.
 And it just, it makes me want to get out, like it makes me want to go.
 And buy it online because you can only buy it through backdrop.
 It's through their e-commerce store, which I'm sure you're going to want to talk about as well.
 And it's $39 a can.
 So super cool.
 Hallelujah.
 So.
 We're not going to be able to do this at the straight face.
 We said this before.
 Yeah.
 We're adding all kinds of dynamics to the Radcast here.
 So you just be ready for old school 30 years ago's talk radio.
 And I just love it.
 Hallelujah.
 And so anyway, look, who doesn't like some icing colored paints?
 I mean, you know, like, who, I mean, this harkens back to my days living in New York.
 When I was first like, look, there was Dunkin' Donuts.
 So they've been around forever.
 But on every corner in New York City.
 And so I've get my, I didn't realize, I guess I knew they weren't healthy.
 But I got on this kick eating like, or drinking.
 It's more like eating because of the calorie count.
 But large Dunkin' Donuts, extra extra.
 Oh, there's nothing better than a cold New York day than an extra extra.
 Dunkin' Donuts coffee.
 You know, Starbucks seats your heart out.
 Like, I like me some Dunkin' Donuts coffee.
 And nothing better.
 That and, hey, a little strawberry ice donut.
 Are you kidding, pink, strawberry icing?
 Dude, I'm seeing.
 And now I can get as a paint color.
 Are you kidding me?
 I'm seeing.
 I mean, this has got things and bells and everything written all over it.
 I will say this.
 What's interesting this from a brand play is,
 you kind of get permission as a brand.
 When you, you have a lighthearted brand,
 you're selling donuts and you're doing things,
 you kind of get permission.
 This is no different than, let's say, hey, BMW,
 if you wanted to come out with some headphones,
 BMW come out with some really cool headphones.
 Oh, for sure.
 The ultimate driving experience.
 You think of all this things.
 For Dunkin', this makes sense.
 You've got all these beautiful colors of your donuts.
 You've got all, the brand is thought of as colorful.
 You have, you think of a million flavors of donuts.
 So, hey, let's make some paint.
 The color of this.
 I think this is cool.
 I think it's fun.
 I have no idea if it will sell a million,
 but something tells me it will do well.
 I think so too.
 Especially for the right places.
 And, you know, there's just some vibrancy, too.
 They're colors in the sprinkles.
 It's just a lot of fun.
 I think brands that venture into places that make sense.
 This makes sense to me, at least in my brain.
 I connected the dots to it.
 No, it does for me, too.
 And I think the other thing is, is my imagining this brand play
 was for more of their Millennial Target Gen Z audience as well.
 That's kind of getting into this DIY space.
 That's also approaching this maximalism culture
 that I think is being seen a lot through, like,
 interior design spaces and things like that.
 And these kinds of colors are not simple.
 Like, they are bold colors.
 They are here for high energy.
 And so I think this is bringing into play all the things
 that are happening culturally and just from, you know,
 an interior design, trending style, kind of stuff.
 And I think this hits for a lot of the funness
 that is coming from, you know,
 COVID and everything else, really.
 It's changed a lot.
 So that's all I feel about.
 I agree.
 I'm on the same page.
 Yes.
 So that is our first topic.
 Our next topic is big.
 So we all know, actually, let's just go this way.
 If you needed something, you know, to buy online,
 for me, my first place has always been Amazon.
 Do you feel like that's fair for you too?
 Oh, yeah.
 Especially in the last, I don't know, 10 years.
 Yeah.
 Eight years.
 Or my time is an old man.
 I turned 44 this week.
 So, I know.
 You did it.
 We had a birthday this week too.
 Oh, my gosh.
 I know.
 And that's to be part of the news.
 44 round round round round.
 Right here.
 Yeah.
 Yeah.
 Yeah.
 Thank you.
 Thank you.
 Amen.
 Yeah.
 Yeah.
 Round number.
 But my time starts running together.
 I'm like, if I've been using Amazon for 12 years or seven years.
 Well, what does it look like?
 I don't know.
 Yes.
 Absolutely.
 I think if Amazon first.
 Well, because the thing is, I guess Google has started to maybe notice this.
 So, essentially, Google is trying to completely change that dynamic.
 They are wanting to establish themselves as the bigger e-commerce giant.
 And so, they're essentially changing my understanding from this article
 is that they're changing their strategy to become the e-commerce hub.
 Yeah.
 And so, here's the deal.
 Google owns 75 percent.
 The percentage has changed daily of overall searches, searching for anything.
 Amazons become the location for shopping and shopping surproduct searches.
 And Google doesn't like that.
 Why would they like it?
 They want to dominate the world.
 But in all seriousness, so to pull that back, they have all this data.
 All these searches happening.
 So, they're making e-commerce what they say is more interesting,
 which I support because parts of e-commerce are very boring and very stale.
 And I think it lacks a level of dynamics that there's a lot of ways to go.
 There's a long room to go.
 It still only counts for 15 percent of all sales.
 You would code it.
 So, a lot of bandwidth here to improve the experience.
 But Google is using the power of all this data, aggregating all of the products that are sold.
 And they can bring this together because they have the power.
 Again, they get 75 percent of all searches.
 They have the power to aggregate across the entire internet.
 Whereas, Amazon only has the products that they sell and their third party distributors.
 So, Google is making a play through their shopping tab.
 So, if you've noticed this, if you've paid attention at all, you've probably seen this.
 You Google a product.
 You'll see that shopping tab at the top is playing a lot more a priority in your viewing search than before.
 And so, you're seeing this product for sale.
 But they're going to take another level with giving you more specifics across all the places at first sale.
 The average cost, the total, the aggregation of the reviews.
 So, they're really improving this and making it more dynamic visually from a UI perspective.
 And they have all the data in the world from across the entire internet.
 And so, you're going to see this battle play out for sure.
 It may not feel like a battle for everyday consumers, but it's happening behind the scenes.
 And Google is just not going to go down lightly with letting Amazon take over search volume.
 Because that is the crux of their business, you know, all the ads that they run.
 And you're going to see a lot of, you're just going to see a lot of different plays as it relates to e-commerce.
 The way you shop, the way that light products are put together, I call it the discovery process.
 You know, search is really a discovery, right?
 But it's really self-discovery.
 But you're going to start to see more aggregated and curated discovery put together for you as e-commerce goods.
 So, more to come on that.
 Absolutely. And I think what we'll be seeing, and I think this kind of even goes into our next topic too,
 as far as some more ad tech kind of stuff.
 But Walgreens is kind of moving into a different kind of realm as well.
 And essentially, I don't necessarily know how much of it's necessarily related.
 But I think what we are seeing a lot of his brands just trying to evolve in the digital space
 for what they feel like might work for their brand specifically.
 And I think with Walgreens, they're trying to move into this share.
 So, this is our next topic, by the way, over the lack of transition there.
 But essentially, Walgreens is trying to boost their impressions by advancing like TV shares.
 And so, it's like advanced TV, but they're increasing their shares and people able,
 you're going to be able to speak a little bit better on this.
 But essentially, like the goal, overall goal is to boost impressions.
 It is because, and I'll even back up for a minute, because,
 and this isn't the new news part of it.
 But in December, Walgreens launched their own ad platform where, you know,
 because again, backing up again, they have 100 million people in their loyalty program.
 A lot of data there.
 You know what those 100 million people are buying.
 You have their emails, their phone numbers, you have all this data.
 Probably making everyone creep out for a second thinking about how much data we give away.
 But just know that we give a lot of way of data.
 First party day is very powerful, especially with cookies going away and different things.
 So, they built their own ad platform where they aggregated places where they have in store,
 like they have their own networks with the email app website.
 So, they have those, but they also layered in to where you could use that data on other platforms,
 other ad buying platforms, Facebook Pinterest, all those things.
 They're now venturing into connected TV, like Raleigh mentioned, getting more impressions,
 and expanding the reach of that data through connected TV and other places.
 What does that mean? That means, for example, I'm a media planner and I want to buy media.
 And I'm selling a product that someone that also buys regularly face cream.
 You know, it's a female or male shopper that buys a lot of face cream,
 a lot of a certain brand of X, Y, or Z.
 And I can pull that audience of people that buy that.
 Let's say I sell something that would be very relevant to that product as well,
 so that you're showing that group of audience a product that they're likely to want
 because of other behaviors they have done.
 And Walgreens is at the center of connecting all of that data for certain things.
 It makes sense for certain brands.
 The jury's still out for how well those things correlate.
 It should, in theory, behavioral targeting is certainly something we do and we believe in.
 But the power of that data, the power of that first party data, knowing how the correlation goes
 because some of these loyalty programs people sign up for and you don't know how invested they are, how likely they shop.
 But at the same time, if they're showing behaviors and you've got real time shopping metrics,
 in theory, that correlation should be just as good as anything else.
 But they've layered on this connected TV and more video to their ad buying platforms
 and where you can utilize their data.
 And so again, this is back to look, you have these behemoth companies, Walgreens, Walmart, Amazon,
 and they're sitting on this pile of data.
 And it's a way for them to monetize.
 They're selling products, they get squeezed on margins and all those things.
 And the power of data is real.
 And this is another way for them to leverage it.
 But it'll be interesting to see how good it worked.
 No, absolutely.
 Oh, well, I should say how well it worked.
 Yeah, but I think brands, what kind of brands do you see benefiting from this?
 Well, if you're selling, think about what I'll say this without just focusing on it.
 You can find what are the top 20 products that are sold at Walgreens.
 That data is out there.
 You know, whatever they are, most frequently bought products.
 If you sell something related to one of those top 20 most frequently bought products,
 you probably want to target that audience with yours.
 And so if you're a brand that's one of those,
 what's probably those things I could probably make guess what most of them are.
 Toilet paper, shampoo, probably a paint medicine prescription drugs.
 Over the corner.
 You know someone's take, hey, I don't know this for certain,
 but I bet you their prescription drugs are part of their loyalty programs.
 If I'm on a statin, a heart medication,
 I bet you there's some behaviors that show that I'm probably interested in some other things related to that too.
 Like obesity or weight loss or like things like for something that might signal their overweight,
 again, correlate from there.
 And so again, having that data is powerful because you have shopping dynamics that show your prevalence to something
 which means you probably fall in a certain category,
 with which you can then target around.
 Totally.
 Makes total sense.
 I love it.
 We'll see what happens.
 I have my Walgreens person.
 So this is going to be cool.
 All right, you're going to take on my data, but I get it.
 Um, our last topic for today.
 And I think this one is so fun and just very felt very fitting for truly as a brand.
 So truly is has a new campaign entitled,
 no one is just one flavor.
 And I like this.
 Yeah.
 Yeah, exactly.
 So, you know, and it goes as a thing, like sometimes like even if you take this on a really like, you know,
 whatever kind of lens, like even day to day styles can change.
 Like sometimes, you know, you feel like you're in techware for me.
 Sometimes you feel like you're, you know, sporty, whatever, you know, it just kind of depends.
 But I think this kind of goes to that notion of,
 you just grab what you want, what you're in the mood for because they have a plethora of flavors to choose from that.
 You're not going to be complaining about like any of them.
 But they have in collaboration for this.
 They have this video that's out with Dua Lepa.
 I always say her name wrong.
 So I apologize if I totally just put your that again.
 I think that's it.
 Okay.
 Well, she, she's become a huge phenomenon.
 And that's just awesome because, you know, all the props to her and her brand and what she's been doing with her music.
 But the video is super cool.
 You haven't got a chance to look at it.
 Definitely do that.
 Otherwise, it'll be in the episode.
 But yeah, super cool.
 Love the concept.
 Love the collaboration.
 A lot of layers to this.
 I mean, celebrity endorsement meets product advancement meets, you know, brand growth and shit.
 Let's throw in some influence or more.
 A lot of layers to this.
 And I don't know.
 The numbers were pretty staggering.
 What they were paying for all this.
 And I, you know, like they must be selling a hell of lots of some silters.
 I got to say, like, I will say, like, how many different fucking silters can you have in one store?
 Like, it's taking like, I have a, I'm an ultra guy.
 Mucalo Walters like the beer choice.
 Best of trying to keep my girlish figure like side.
 But like, it's, it's like going to the store though.
 And it's like 5,000, you know, like, yeah, there's no one flavor.
 But how do you even make a choice?
 432 flavors of, uh, of, uh, shelter.
 That's what I'm saying.
 Like, there are so many.
 Are you a shelter fan?
 Yes.
 Okay.
 I'm a huge shelter person because I have a, I don't know.
 I don't know if it's just like college, whatever, but beer is just hard to just like, you know.
 So this is you and beer.
 Yeah.
 Yeah.
 Pretty much.
 Okay.
 Um, you know, but I think, I think truly, like truly a white claw.
 I've been leaning more towards truly lately, actually, than white claw.
 Um, I still think Corona lime seltzer is the best lime seltzer in the game.
 Um, you know, I understand that's probably a polarizing opinion, but I'm okay with that.
 What brand?
 I will die on that hill.
 Corona's seltzers, Corona lime seltzers.
 I think are better than.
 I like the Bud Light lime or Bud Light Orange, Bud Light Orange is like, I can think I put
 on hitting pounds at the leg last time on Bud Light Orange.
 Yeah.
 It's not a seltzer, but man, it's tasty.
 Yeah.
 I haven't had that.
 Oh, Bud Light Orange.
 Yeah.
 I might have one of those this week.
 When actually speaking on Marvin's video, when we filmed Marvin's video, we had to have
 everyone, you know, how, you know, beverages, we did get some truelies and that peach one
 is so good.
 Oh, yeah.
 Peach tea.
 Do you remember that peach one?
 Yes.
 It was.
 And tea.
 I mean, that's what I'm saying.
 Oh, yeah.
 Me too.
 Luminates.
 Exactly.
 Luminates.
 I do.
 I'll say this.
 I'm going to have one.
 I can't do the non-sweet stuff.
 I've got to have a little bit of like stevia, whatever the hell, the, you know, artificial
 stuff.
 I think that's supposed to be natural, but I don't believe any of this is natural, but, you
 know, but I do think that, you know, it's a hell.
 I think how many millions was it was like $100 million on this campaign or something?
 Yeah.
 It was a number that was, but truly in these guys and white claw and everything else, you
 know, it's like, it's the year of the seltzer, I think.
 Oh, yeah.
 It's going to be a good summer.
 It's all I'm saying.
 No.
 Yes.
 Oh, yes.
 Yeah.
 For sure.
 Oh, yeah.
 Any other news?
 I think that's it for us, but we really appreciate Riley.
 She's been wonderful in the show.
 And we'll put all the ways to stay in contact with her and really appreciate everything
 you've done.
 Yeah.
 Yeah.
 Same.
 That's been awesome.
 Cool, guys.
 Well, you know where to find us.
 We're at the radcast.com at the dot rad.cast on Instagram.
 I'm at Ryan offered on all the platforms.
 We'll see you next time on the radcast.
 Yo, guys.
 What's up, Ryan offered here.
 Thanks so much for listening.
 Really appreciate it.
 Do us a favor.
 If you've been enjoying the radcast, you need to share the word with a friend or anyone
 else.
 We really appreciate it.
 And go leave us a review at Apple or Spotify.
 Do us a solid tell more people.
 Leave us some reviews.
 And hey, here's the best news of all.
 If you want to work with me directly, you want to get your business kicking ass.
 And you want radical or myself involved.
 You can text me directly at 864.
 729-3680.
 Don't wait another minute.
 Let's get your business going.
 864-729-3680.
 We'll see you next time.