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Marketing Morsels: Ugg's Multisensory Pride Experience, Peaky Blinders Whiskey and More

Adweek | June 3, 2022 | Jess Zafarris

A sampling of this week's brand stunts

Discover intriguing tidbits from HelloFresh, Bushmills, Ugg and more.

Welcome to Marketing Morsels, a menu of delightful news items from the past week. Enjoy the assortment!

Morsel #1: Bieber and Pam reunite for a new Tim Hortons’ menu item

Last year, Canadian chain Tim Hortons teamed up with Justin Bieber to create Timbiebs (Bieber-themed variations of its Timbits donut bites). Now the collaboration continues with Biebs Brew. Also starring in the central spot for the product is Pam, a character who also appeared alongside Bieber as she helped him formulate the flavors of his signature menu items.

Morsel #2: Ugg helps LGBTQ+ people “Feel Heard”

For its Pride campaign, footwear brand Ugg looped in its May mental health-focused theme and teamed up with The Trevor Project to raise awareness and support for LGBTQ+ mental health challenges. To that end, the brand’s new flagship store in New York City has been outfitted with a community-focused experience created by design shop Pink Sparrow that combines sound, touch and interactivity. Bathed in bright colors and faux fur are telephones and phone booths that echo the importance of The Trevor Project’s crisis counseling line for LGBTQ+ youths. An interactive space allows visitors to leave Post-It notes on the walls to “Feel Heard,” as the project is called. The campaign will also include public talks with advocates and the brand will donate $125,000 to the nonprofit.

Morsel #3: HelloFresh gets despicable

HelloFresh has launched a campaign in partnership with the upcoming kids’ film Minions: The Rise of Gru. The campaign not only includes a kit for making minion-shaped pizzas resembling the Despicable Me franchise characters, but it also challenges fans to show off their pizza masterpieces for a chance to win prizes. Such prizes include tickets to the movie and even a real-life version of one of supervillain Gru’s gadgets: The Cheese Blaster.

Morsel #4: Bushmills is looking a bit peaky

Irish whiskey brand Bushmills is launching a new Prohibition Recipe spirit, apparently in partnership with Shelby Co. Limited. Trouble is, the company doesn’t exist: It’s the fictional company led by Tommy Shelby, the main character of the BBC’s series Peaky Blinders. The product, which was actually created with media company Endemol Shine North American and production company Caryn Mandabach, celebrates the U.S. release of Peaky Blinders’ final season on Netflix premiering on June 10.

Morsel #5: Inkbox has “big ink energy”

Semi-permanent tattoo brand Inkbox teamed up with Forsman and Bodenfors NY to tout the tats as a next-generation fashion accessory with a campaign dubbed “Big Ink Energy.” In the trippy central ad, which aims to reach trendy Gen Zers, the tattoos come to life and enliven their wearers’ days.

Morsel #6: Tums makes peace with an old nemesis

Tums is pivoting its brand positioning from an antagonistic relationship with heartburn to instead focusing on the love of food. The campaign, “Love Food Back,” makes food a friend again. To let people express their love IRL, the brand also has kiss-cam style “Tums Cams” in MLB stadiums that will allow participants to win prizes for declaring their fondness for food.

Morsel #7: Rémy Martin celebrates Sidecar Summer

Tomorrow, June 4, is National Cognac Day. Rémy Martin is celebrating not only that but the 100th anniversary of the Sidecar cocktail with a campaign directed by filmmaker Ricky Saiz that focuses on The Rémy Sidecar. The celebration will also come to life with The Rémy Sidecar Magic Hour, an event in New York City that will also extend to other major cities throughout the summer.

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