Marketing trends for April 14, 2023

This week's marketing winners, losers and newsmakers. Winners “The Super Mario Bros. Movie”: The film from Illumination and Nintendo is shattering box office records, including passing Disney’s “Frozen 2” for the biggest worldwide opening of all time for an animated film, according to Hollywood Reporter. The movie brought in $375.6 million in worldwide ticket sales in its first week, and Bloomberg declared it “the greatest hit in a flurry of successful video game adaptations.” That’s great news for brands that are marketing around the movie, including Truff, Lush, Shake Shack and Red Wing. Read more: How brands celebrated the movie's big release Carter’s: The childrenswear brand introduced a new campaign that might give any parent who has ever flown with their children a sigh of relief. Carter’s Airline Apology Agreement includes envelopes of cash that parents can pass out on flights to other passengers when their kids inevitably act like kids. Carter’s will give away five bundles that each include $100 cash cards for parents to distribute. Families are encouraged to enter the contest, which runs from April 11 through April 17. View this post on Instagram A post shared by carter's babies and kids (@carters) NBA: The league says it finished the 2022-23 regular season with “record-breaking engagement” across its app, social accounts and NBA League pass. It generated more than 32 billion video views across its NBA and NBA-related social accounts, up 10% year-over-year, with Instagram videos alone amassing 13 billion views. LeBron James tops a list of the 10 most-viewed players on NBA social, followed by Stephen Curry and Luka Dončić. Ad Age Breakout Brand Leaders New award honors the people behind emerging brands Enter here Losers L.A. Times: The paper attracted the ire of several “Succession” fans after it spilled the beans early on a critical plot twist in the popular HBO series’ most recent episode. After the [SPOILER ALERT] unexpected death of patriarch Logan Roy, the L.A. Times published a faux obituary for the media mogul. However, many saw the article, with its spoiler headline “Logan Roy, conservative media mogul who shaped contemporary politics, dies at 84” before they watched the episode. Oops. Tough to spin this one. The Bountiful Company: The vitamin and dietary supplement company is under fire for “review hijacking,” or misrepresenting its product reviews on Amazon. Following a February complaint against Bountiful, the Federal Trade Commission ordered Bountiful to pay $600,000 in monetary relief to customers. The company, which made it seem as though its products had higher average ratings, more reviews and bestseller and Amazon’s Choice badges, is barred from making similar claims in the future. Tupperware: The party might be over for the food storage brand, which is seeking a cash infusion to stay alive. It even got the Onion treatment this week. The satirical site published a mock person-on-the-street reaction story to news of the brand’s troubles. Among the observations: “I’ve just been wrapping my leftovers in an old T-shirt,” and “How can a brand indelibly associated with 70 years ago be struggling?” Read more: How Tupperware can make a comeback Number of the week 12 inches: The height of “Lil Snoop,” a miniature version of the rapper who stars in a new campaign for 19 Crimes wines. Read more about the campaign here Tweet of the week Twitter: We’re improving brand safety on our platform every single day.Also Twitter: pic.twitter.com/VhRSL9KQ6D— Chris Harihar (@ChrisHarihar) April 10, 2023 Quote of the week “No one has ever dreamed we would have our cereal in Vogue, it’s earned media at its finest.”— Melissa Wildermuth, global creative director at General Mills, on the attention gained by a Reese’s Puffs cereal collaboration with fashion designer Yoon Ahn and her Ambush brand. Read more: How brand collabs can help marketers On the move The Home Depot named Melanie Babcock VP of Retail Media+ and monetization. She had been VP of integrated media. The Next Solutions Group, which specializes in corporate reputation issues and cybersecurity, hired Greg Jenkins as managing director. He had been principal of North Bay Strategies, which he founded.

Marketing winners and losers of the week

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