The Week of June 23, 2023 Marketing and Business News: The Coors Light and Patrick Mahomes Promote Bear to Dodge NFL Rule

 You're listening to the Radcast, a top 25 worldwide business podcast.
 If it's radical, we cover it.
 Here's your host, Ryan Alford.
 Hey guys, what's up?
 Welcome to the latest edition of the Radcast.
 It's Friday, June 23rd, the third day of summer with my co-host, Christina Gassi.
 What's up?
 Just enjoying this rainy summer.
 It's been a very wet week here in Greenville, South Carolina, home with the Radcast and yours
 truly in all of our all-star group here.
 Yes.
 It's been wet though.
 Yes, it has been.
 But at least for not the bottom of the ocean.
 This is true.
 Our weekly marketing and business news ventures down to the Titanic this week.
 You can't talk about news in any sort without bringing that up.
 Oh man.
 I could talk about it for the whole episode, but I won't do that.
 We have more small talk to get to though, which is fun.
 Yes, and we do percord this.
 We don't re-art shy about that.
 So there's the possibility that you're listening to this and there's more preparation.
 There's great news by now.
 We shall predict neither.
 We're a good 24 hours away from when these normally release if not more.
 We do our best.
 So if you know something, we don't, then we can't wait to get there.
 Exactly.
 We'll do it next week for our updated opinions on what you already know in your news.
 Exactly.
 Yes.
 But in other news, core's light.
 We've got to have some beer in the episode.
 Patrick Mahomes are promoting bear to dodge NFL rules about how players can't promote
 beer.
 So now they're promoting core's light bear, which is a very, it's a very tongue-in-cheek.
 It's a really clever little spot.
 I really enjoyed watching it.
 And I think it's a smart little point.
 It's brilliant.
 It's brilliant because essentially, there's all these rights within a fell, both, there's
 a couple of different angles here.
 Like some of these brands like own the entire, like the official XX of the NFL, and then
 you have the players' contracts that say, like they can't promote certain things, or
 then a photo doesn't want them promoting beer or wine or whatever, just for the optics
 which I get.
 And so, core's light knows that their brand is big enough and transcends that they can
 do the core's bear that, and know that essentially Patrick Mahomes is promoting the brand as a
 hole.
 And they don't mention beer at all.
 It's very clever and very smart.
 And I'm here for this kind of creativity.
 It's totally unrelated, but reminded me, and I don't think you guys are going to
 may remember this, maybe not, and it was a came-art.
 Came-art was ballsy for like the first time ever.
 This is probably like eight, nine years ago, something, maybe it was 12 years ago.
 Your time runs together and you get to be over 40.
 Anyway, they did a whole thing where they're talking about doing shipping from the website.
 And so they had this girl and they go, yeah, they're doing shipping.
 They're doing she, they ship my drawers right to me, they ship my pants, they ship my
 drawers.
 Clever, Clever, anyway, it reminds me of the totally unrelated to that, but it was just a total
 creative, unexpected play a word and spend and when you have that parameter, like that's
 when real creativity happens, it's when you have.
 I think that's it.
 It came our last is like one month, but I thought it was brilliant.
 It's like the funniest person I've ever seen.
 It was great.
 It was on live TV.
 Like watching it.
 I was like, that's just that's that's that is very anyway, but this is fun too.
 Yeah.
 It's just a bear.
 But the pleasure of my homes, the best quarterback at the NFL and very popular and so
 only 27.
 Yeah.
 It's fine.
 I know.
 I'm doing great.
 The course bear.
 So good.
 And we also have brands like Wendy's who are remitting old songs into new jingles.
 A lot of brands are doing this Uber eats checks mix, beverage farm, Wendy's and full
 fish are tapping musicians to create brand friendly jingles and remix old songs.
 This is a great way for them to try and target millennials, Gen Z and our next generation
 of Gen Alpha, which I was researching this morning.
 So Gen Alpha is anyone born between 2010 and 2025.
 Yes.
 nostalgia sales usually so you put a queen song behind anything.
 It's good.
 And Wendy's is always their marketing partner.
 It's always a little bit ahead of the game.
 Their Twitter is always a little bit ahead of the game.
 I know.
 They're smart.
 They hire.
 Yeah.
 I'm still convinced at least when it first, when they first started, they just had the
 Whittiest 21 year old old time or something and they just didn't care.
 And they were like, yeah, whatever.
 You put whatever you want and be hit on all the topics and be a little witty, a lot
 witty.
 Don't worry about defending people.
 Yeah.
 That's kind of what it came down to.
 It's good.
 And this makes sense.
 And I'm all into some look, I'm not a music guy, but the jingles, you just, they stick
 with you.
 You remember that it has nostalgic feel and look at motion sales and music creates a
 motion.
 It stirs motion.
 So I'm all for a good jingle.
 Yeah.
 Yeah.
 And sing the was it the Burger King rap?
 Yeah.
 Is that it?
 Yeah.
 Yes.
 The King.
 This week on the red cast, we did a re-release of our episode with Torek El Musa,
 Slipper Flop Star, and now real estate mogul, great insightful episode with Torek.
 Downed earth guy really came from nothing and built his way up, bloodset backs.
 So a really true, great entrepreneur story.
 Next week, surprise, we're doing, we're looking back at a catalog.
 I go on probably five to seven shows a month myself.
 And so we're looking back to the catalog.
 We might share an episode that I was on.
 And they were also looking at some best of content.
 So TBD, but it's going to be a very action oriented and I guess best of type of insights
 in marketing tips, tricks, everything.
 And maybe a little backstory on yours truly for those of you haven't heard it a thousand
 times.
 Any of the social media.
 Anyway, next week, we've got a lineup of guests coming up, we're actually recording
 one of my favorite artists of all time, Moby.
 Last week, we got some big hitters coming down the line.
 So it's summertime.
 So we're filling a few gaps that we had while we fill up the schedule with big name guests
 and really insightful entrepreneurs, lots more to come on here on the podcast.
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 On to some social media news.
 Instagram is now finally allowing users to download public reels.
 It's about time.
 TikTok offers this as well as YouTube, but they are now allowing users to download public
 reels for sharing outside the app.
 Downloading is enabled by the share button and then tapping download.
 You will have that little watermark.
 Yeah.
 But again, this is only helpful for everyone.
 Yeah.
 And there's always these backdoor ways to do this because it's great recording.
 Or you go to search for how to download it and there's like these sites where you
 plug in the URL and it's not because they're like trying to steal the content, but I'm
 trying to send someone who doesn't have Instagram or yeah, share an example with a client
 or something.
 I'm not trying to copyright it or anything like that, but we're sliding to DMs.
 Yeah.
 And so we throw the watermark on there and let people do it.
 Right.
 You're just going to get people spending more time other way going to the download.
 Well, I'm sure they're tired of I post my TikToks on my Instagram.
 And sometimes I'll just pop out on my story and it still has the TikTok watermark.
 Yeah.
 So I'm sure that they don't want other platform watermarks on theirs.
 Yeah.
 Because it feels like obvious.
 Yeah.
 I don't really know why you I get why you could convince yourself that you shouldn't do
 it like when you're really getting underneath it all, right?
 It can only be beneficial.
 Yeah.
 It can only be beneficial.
 Especially if you get the watermark with your logo on there.
 Every billion billions of videos with your logo on it getting spread around.
 There you go.
 Free ads.
 And we've got Pinterest still popping up and down, staying relevant.
 They are doubling down on vertical video for a seasonal ad strategy.
 Pinterest has appointed a media company founded by Will Smith and Jada Pinkett Smith as its
 exclusive creative partner to offer marketers branded content services during Halloween this
 year.
 Interesting stat in this article that would jump up to me was 97% of the top searches on
 Pinterest are unbranded.
 People don't go there searching for brand as they go there for ideas, right?
 I don't know.
 Wedding shower crafts for the table.
 I'm the wrong person to be commenting on.
 I'm not Pinterest, but wedding showers.
 Yeah.
 You're doing great.
 You're doing great.
 You're doing great.
 One I was like dragged to your girlfriend and then like I get dragged to him too.
 I hate him.
 Backed like 20 years ago, but yeah, but that's interesting not brand.
 So it means there's a ton of opportunity for you to write keywords in your a brand
 for those searches to pop up into it.
 So you don't have to worry about necessarily competing with the brand of term when it's
 that they're doing general searches again, you need to be there with vertical video.
 Vertical videos everywhere.
 Everyone's on their smartphone.
 I don't know why it took 10 years of the smartphone era for people to figure this out.
 We turned our phone for 10 years.
 Right.
 Yeah.
 We have to go to the horizontal and don't get wrong.
 I love the cinematography and the cinematic look of the 16 by nine all that, but we really
 think about it.
 It's better viewed on a larger screen in that way.
 It's been interesting watching that evolve and how people can story tell differently in
 that vertical format, but even a platform that hasn't traditionally been video focused
 is now seeing the fact that they're rolling this out at Halloween.
 I think is brilliant because obviously they have time to roll it out well, but fall is
 really when this platform is at its peak use, because when it grays, because you get
 it, like, we're all like, oh my word, like every white woman takes to the internet and
 it's like, fall decor, so I think it's like a brilliant with timing as well.
 Now, airheads is putting TikTok trends to the test with a muscle fueled shake factory.
 Wolf, airheads is encouraging consumers to test out a new way of eating its candy through
 and airheads shake factory pop up event.
 The move follows a viral TikTok claiming that the candy tastes better after being shaken
 into a new shape.
 This is again, this is just taking a lot of bodybuilders who will be shaking the candy
 into a smaller pillar.
 What I understand is I had my kid look, I'm a connoisseur of candy because I have four
 kids, not even one teenager at all, little kids, so it's candy everywhere.
 I've seen it.
 Those airheads are pretty firm.
 The shaking him really shaped them into something.
 If you, I think that's a joke of this is how Jim bros do it.
 If you, if they're warm enough, like if you've been sitting in a car or a bag or whatever
 and you, exactly, and you shake it like this, it'll, yeah, I mean, I get it.
 It'll be a little, exactly, exactly.
 But this was confusing, I was like, okay, but if you freeze them, they'll break your
 damn teeth.
 That was like a trend at one point.
 The key here, though, is social media is a great platform for giving you feedback on
 your brand and the way people use your product, each product, whatever it might be, service
 and realize, they're giving you feedback.
 So leaning into that feedback, like the way airhead is doing is the key here.
 Yeah.
 So they're taking something that was trending on TikTok and making it into anything.
 And then making a vent about it that probably still didn't cost very much a bodybuilder.
 But I doubt they went to whoever the first creator of this little trend was and say, hey,
 thanks for telling us this.
 Here's a cut of our ads.
 Yeah.
 And look, think about this, airheads, like, and they do run, I have seen, like, candy,
 I think I've seen some of their commercial, like, kids programming or something like that.
 They don't know that many commercials, but they'd never do a commercial, like, this
 is like true organic content.
 The unthought of never would have thought of it unless your users and your millions of
 people to use your product just randomly came up with it.
 And so it just, it shows you the contradiction between what you might think would be a
 great ad versus what actually gets the tension.
 Yeah.
 Yeah.
 Yeah.
 Keep that in mind when you're overthinking your bad ad idea.
 Yeah.
 Start watching this gen alpha too.
 Yes.
 They're coming quickly.
 Oh, mega.
 Yeah.
 Whatever it is.
 Now we have our marketing news.
 Chipsahoy, which is disgusting, not a fan, updates their marketing recipe to stay relevant
 with Gen Z.
 They have resurrected their animated cookie spokesperson ship.
 Who is disturbing?
 I'm sure we can have a little like image.
 I googled it.
 I like that guy.
 No, he's like the crazy honeycomb, like, I got it, you know, I'm talking about.
 Don't like it.
 The brand has focused on developing content appropriate for different digital platforms
 and leaning into real life experiences, which appear to be working.
 Chipsahoy has activated a promotion for video game franchise NBA 2K on Twitch and partnered
 with the shoe surgeon for merchandise drops and is hosting a three day yacht party.
 Let me get there's a lot here to unpack, but let me just let me start at the end.
 Go on Instagram and look up the shoe surgeon.
 If you want to get go down like a little vortex rabbit hole for a little while, unbelievable.
 He takes like air Jordans and has this artistic view and they're bad ass.
 Yeah.
 I tried to order a pair of ones and he was like on a eighth month wait from $3,000 a pair
 and now it's like more than that.
 Go look on Instagram.
 Really great.
 So it's cool that they're he's definitely in the in this vernacular with kids and every
 other.
 I don't know.
 Yeah.
 15 to 30 year olds.
 And even the 46 year olds me.
 Hey, the cool.
 Well, not elevates.
 You know, I think of chipsahoy as like sheep and shitty and then you add something cool
 and stuff like that.
 The characters though, I like and I bet I had this conversation with someone that the
 old school characters have disappeared some of them for bear with me for a little while.
 So definitely chip from chipsahoy, which can be a little scary to cookie face.
 I like.
 He's a little weird.
 But think about the cool late man.
 You don't see him very much anymore.
 How cool was that guy ran through brick walls?
 Oh, yeah.
 That was good.
 That was actually good.
 Yeah.
 I can be the voiceover if you need the cool late man.
 There you go.
 Then think about this.
 When's the last time you saw the hamburger.
 Oh, God.
 Yeah.
 From McDonald's.
 Is that just to PC?
 Is it going woke?
 Can't be the hamburger because he steals burgers.
 I don't know.
 But you don't see anything.
 You don't see grimace.
 You don't see it wrong.
 McDonald's very much anymore.
 Right.
 Us as clowns are terrified.
 See.
 I was.
 I was okay.
 But like, your dream is supposed to be coming back.
 I think we had something on that.
 But we got to bring the hamburger and there was one other one.
 Is there like a chicken?
 They should give those things out.
 But they're recognizable.
 They make you remember the brand.
 Yeah.
 And I really want to know why hamburger is going away.
 I want to hear it out of the executive's mouth that it's not PC or something.
 I can.
 Not go to McDonald's.
 That was still good.
 We've gone like 300 high cake Fridays in a row.
 I doubt it's that.
 I think that it's like people just.
 It feels dated unless it came back and they revamped it a little bit.
 Well, I got to revamp it.
 Yeah.
 I mean, he needs a new mask and everything, like whatever the thing around it is so fun.
 The old burglars are just a little mask over the eyes of all.
 Penny Hose.
 Yeah, exactly.
 But I'm all four chips of what we're bringing.
 Maybe a less scary chip back.
 Haha.
 Yeah.
 Or like two cans.
 Sam even got a really crunchy kind of crappy cookie.
 You need to book first.
 Let's be honest.
 Zamas never did me this.
 Ships.
 Probably won't be sponsoring their ad cast, but we don't like you.
 The only thing chips.
 Oh, he ever did right was making the chewy chips.
 Oh, right.
 They were the first.
 And they were just figured that out.
 They were just sort of.
 Okay.
 Yeah.
 They were like the crunchy chips.
 Oh, I pass.
 The chewy one was a little softer, but still a little.
 Yeah.
 Just break and bake, baby.
 Just break and bake.
 Haha.
 Yes.
 Or just break.
 Just break and eat.
 Exactly.
 You don't have to bake those things anymore.
 You can get those at the grocery store now.
 No way.
 No way.
 Yep.
 Yep.
 Yeah.
 I'm like, yeah, sign me up for that.
 We've got a little cookie dough.
 Now we've got some AI news.
 Vimeo intros.
 A trio of AI powered editing features.
 We're going to see more and more of this.
 We already are.
 Vimeo has launched a suite of AI powered tools available as part of its standard plan for $20
 a month designed to help users create scripts, record footage with the teleprompter and
 edit videos.
 Yeah.
 This is cool.
 Makes sense.
 We used Vimeo.
 They're great for store and video.
 Have all the bullshit that you do.
 I want to see how many people like use these functions, like sometimes they can be great
 and having not use them.
 I don't want to speak to exactly the functionality.
 Totally.
 I think it's great that they're helping again, democratize some tools that were used
 to be unreachable for amateur videographers and photographers and things like that.
 So that's great.
 We'll see how they play out.
 And I will say being a customer of Vimeo, the same was plugged.
 Today's podcast brought to you by Vimeo.
 They introduce a lot of like, I get an email on a feature or something like every other
 week.
 And so they are jamming all kinds of new stuff into it.
 I don't know if they're trying to get something to stick or if they're just trying to innovate.
 And they've created this clear delineation between them and YouTube and some other platforms
 for being more of this creator's hub for the creation and housing of the content versus
 just publishing distribution YouTube in a way that's not just like consumption, isn't
 they?
 Yeah.
 And the tools are better and feel more professional business, the sharing stuff, creating
 like collected videos, like collections, showcases and things like that.
 Yeah.
 Anyway, there's your plug.
 If you need any of those services, call them you.
 Yeah.
 Yeah.
 Yeah.
 We've got a little bit of Pinterest back up here.
 Crayola, crayons, is extending their content strategy to Pinterest and TikTok after
 they had a strong result with publishing content on YouTube.
 The initial tie-up led to an increase in organic views on Crayola's YouTube by more than
 40 times in April of this year compared to the average monthly performance during Q4
 of 2022.
 The home art card brand is also reporting a significant boost in output for its YouTube
 channel along with the boost in subscribers.
 And this is specifically to target younger audiences like the aforementioned Gen Alpha.
 Did you know Crayola Crayons was owned by the home art company?
 Not till today.
 Yeah.
 Thank you for asking.
 I didn't know that either.
 No, no, no, no.
 It must have been a transaction.
 We missed some 10 years ago who went over to heaven.
 I guess it makes sense in a way, but I'll normally associate like Crayons with home
 art.
 I think it makes it, like it's that it all feels very wholesome to me.
 I think is why it.
 I was like, oh, yeah.
 I guess if I had to.
 Owned by the lifetime channel.
 Exactly.
 Exactly.
 You make cards with Crayons, you buy cards, whatever, there's some kind of connection.
 Part of this, it's funny.
 I worked with large brands in the past.
 We still work with big brands, but not some of the behemoths that I used to work with
 15 years ago.
 And some of this like shows like some of the dated thinking of some of these like a big
 brand like, okay, so Crayola, they have they had success on social media.
 So they're going to extend it to other social media.
 It's no shit.
 Like you should have been doing seven years ago.
 Yeah.
 I think what I find interesting about it, like specifically with targeting the, because
 we talk so much about Gen Z, right?
 Because now they are spenders, right?
 They're a huge piece of the economy.
 And you now have this like the next generation and they aren't spending any money, but they're
 coloring, but they're not coloring.
 They're still watching things on their iPad or YouTube.
 And so it makes a lot of sense that now they're like, oh, duh, that's the next.
 So yes, it's obvious, but it also feels really smart because I don't think of brands that
 target young people doing things like this.
 Yeah, I don't know.
 They should be.
 They should already know absolutely because come to the offers family house for a little
 while.
 Do you want to color?
 Do they color?
 No, but they watch YouTube and YouTube shorts because they don't let them on any other
 social channels.
 So the CrayPos don't like.
 I remember that.
 Not that they didn't even want on social media, but at the right age, you know, sure.
 And so it's, this is where the target's at.
 The target's been there.
 Yeah, vertical video and shorts and all that.
 It's certainly expanded it, but the target's been on YouTube for, it's not like a new
 thing.
 YouTube's been kind of like the TV of the younger generation to last, I don't know, five
 to ten years.
 Yeah, at least.
 At least.
 So no, it's good.
 And I'm not surprised they saw success.
 And Pinterest and TikTok make sense for the next launch.
 Yes, yes, it does Apple podcast is announcing an upgrade to its podcast app, which includes
 nine new subcategories, such as mental health and relationships podcasts by language feature
 has also been added, allowing users to in certain countries to more easily find podcasts
 based on their language.
 Podcast discovery has a long way to go.
 I'll just say that.
 It's okay.
 And I think Apple does is good job as any of them, which is a low barometer.
 But I think there's, if we're half like on the bronzer scale of innovation or anything
 out, we're like, we might be halfway there where it should be, listen to a podcast on
 this morning about how bad discovery is on it's terrible like and having now run multiple
 now on to regularly, it's difficult to get your show out there other than doing social
 means like things that we would do anyway, but it should be easier to be discovered for
 some of our content.
 You do the keyword searches, but all that's rigged and not been great.
 So anyway, they do the improve this should help podcasters and people looking for it.
 And I do think Grayson, I was looking through like some of the categories for it.
 It did feel like we were trying to find like a certain one looking up something for a project
 and it was like, I felt like we couldn't find exactly what we want.
 Like we found one category, but like we feel like there was somewhere in between.
 So I think a few more categories doesn't hurt in that process.
 Makes sense and we support Apple because we're in the top 10 in marketing and top 100
 of business. Give us some love or share us with your friends, help us get that number
 up. Exactly.
 We're down.
 Remember roll off the pain.com.
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 Yes. Believe it or not.
 Learn more about us is radcast.com search for today's content, search for all of our episodes.
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 I'm Ryan Offer.
 We'll see you next time on the radcast.
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