Welcome to First Things First, Adweek’s new daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.
Olay Nabs 5 Famous Faces for Its Second Super Bowl Ad
Five celebrities will be featured in Olay’s Super Bowl 2020 ad: Taraji P. Henson, Katie Couric, Busy Philipps, Lilly Singh and Nicole Stott, a retired astronaut. Many of those stars have a history of working with the brand: Singh was a part of Olay’s “Face Anything” campaign, which dropped in summer 2018 and was created by Badger & Winters, the same agency that’s handling the creative for Olay’s Super Bowl spot this year. Philipps starred in a campaign for Olay Regenerist Whips moisturizer, and Couric has a history of working with P&G, most recently in a docuseries for another P&G-owned skincare brand, SK-II.
Stott is not an Olay ad veteran, but her participation in the spot is a hint at what Badger & Winters has planned. A 15-second teaser released yesterday shows Singh, Philipps and Stott in space suits heading on a mission to outer space. Henson is on the ground at Mission Control, while Couric documents the odyssey from the anchor chair.
Anheuser-Busch Adds 4 Beers to Growing Low-Alcohol Portfolio
Struggling with your dry January resolution? Anheuser-Busch has got your back. Well, mostly its got its own back, because the market for no- and low-alcohol beers (NABLAB) is predicted to grow by nearly a third between 2018 and 2022. The beverage company, known globally as AB InBev, has introduced four new NABLAB products to its portfolio. They’re each made by craft brewers owned by AB InBev, arriving on the scene as more consumers are ditching alcohol for new beverage options that fit into a sober-curious lifestyle, aiming to have 20% of its global beer volumes come from no- and low-alcohol products by 2025. The new beverages, So-Lo from Goose Island, Gilt Lifter from Four Peaks Brewing Company, Resolution Blueberry Acai Golden Ale from Breckenridge Brewery and Mango Cart Non-Alcoholic Wheat Ale from Golden Road Brewing have ABVs between 0.5% and 3.5%.
Amazon’s Patrick Gauthier Says Retailers Should Prepare for Voice Commerce
Patrick Gauthier, vice president of Amazon Pay and a speaker at the National Retail Federation’s 2020 conference in New York this week, said this is the moment for retailers to embrace voice commerce. To date, Amazon Pay has helped vendor partners like Atom Tickets, TGI Fridays, 1800Flowers, Woot and ParkWhiz do just that by integrating services with Alexa.
“Voice is not new—you’ve been talking to your car with frustration for at least a decade—but it’s not going away,” Gauthier said. And neither is voice commerce.
(Note: This story, by Adweek’s Lisa Lacy, was published under our new retail vertical, making it easier for you to find all the latest retail news in one place.)
Media Execs Agree on the Need for Better Measurement for Fragmented Audiences
At CES this year, which wrapped up at the end of last week, Adweek caught up with execs from Bloomberg, Vox, Verizon and Group Nine about pain points they have with the advertising industry, and the very deals they were trying to make during the world’s largest tech conference. They expressed concerns about coming technological and policy changes affecting advertising and frustration with the siloed nature of the industry. Ryan Pauley, Vox Media’s chief revenue officer, predicted: “Measurement and attribution are going to be pretty tricky throughout 2020 given the measurement and the policy changes that will make that a little bit more difficult in what was already a very fragmented space.”
Best of the Rest: Today’s Top News and Insights
- Just Salad Likely to Pursue Private Equity or IPO Within 2 Years to Fund Growth
- Groupon Names TBWA\Chiat\Day New York as Creative Agency of Record
- Business Leaders Prepare for an End to the Longest Period of Growth
- Starz CEO Wants to Work With Streaming Services, Not Against Them
- TracyLocke CEO Hugh Boyle Has Resigned After Five Years
Ad of the Day: In Nike’s First Lunar New Year Ad, a Tradition Sparks an Annual Family Face-off
Rather than the powerful athletic anthems we’ve become accustomed to seeing from Nike, the brand takes a different approach for its first Lunar New Year ad. The cinematic spot centers on the tradition of the hongbao, a red envelope with money inside given at the new year. A gesture of good luck and appreciation, the red envelope is often gifted to young children by older relatives.
In the Nike ad from Wieden + Kennedy Shanghai, a young girl has been told by her mother not to accept hongbao, but a crafty aunt is too quick for the girl to elude. As the girl grows, her attempts to deny the gift become an annual—and increasingly athletic—showdown with the aunt.