Sanitary protection brands aren’t often big winners at Cannes. But Libresse from Sweden’s Essity came away with the Titanium Grand Prix, the most coveted award from the International Festival of Creativity, for its #WombPainStories campaign from AMV BBDO. The brand also won the Grand Prix for Good, Film and Film Craft, an amazing four, for work that included a “Pain Dictionary” describing what it’s like to suffer endometriosis. That tops the previous sanitary protection record for Procter & Gamble’s Always, which won a PR Grand Prix and Glass Lion in 2015.
Google might rule the digital world, but its move this week to delay its “cookie deprecation” in the face of widespread industry pushback shows its power isn’t infinite.
Marriott is the latest brand taking a leap into TikTok. The platform is part of a major campaign from the hotel chain, which is trying to seize on the renewed interest in travel. This story on the effort proved to be one of the most popular stories of the week on Ad Age, according to reader engagement.
Pizza Hut is now the official pizza of Twitch Rivals, the gaming platform’s esports program. As part of its partnership, Pizza Hut is bringing its limited-run “Friday Night Bites” to Twitch Rivals as a monthly show. The series puts celebrities and creators like T-Pain, Hannah Stocking and Jerry Ferrara in pizza-themed challenges and viewers can win prizes, Episodes of its six past shows saw over 1 million views, with concurrent views of around 77,000. The first episode launches today at 3 p.m. PT, featuring ESPN host Arda Odal, Twitch streamer EEvisu and T-Pain. Pizza Hut will also do a branded broadcast integration during the Twitch Rivals championships.
What's next for E.l.f.
E.l.f., the mass cosmetics brand that made one of the first big splashes on TikTok two years ago, never lets up on experimenting with new social platforms. Its latest foray comes in a fairly unexpected place, social storytelling platform and global entertainment company Wattpad. An #EyesLipsFierce Write-A-Thon contest launched with Wattpad has attracted more than 10,000 entries, the second largest ever from a U.S. brand. Every story generated a $1 donation for Girls Inc. It’s the first beauty brand to try Wattpad.
To veggie or not to veggie?
Don’t count out veggie fast food just yet. The meatless sector took a blow this week when Dunkin’ confirmed it was dropping its Beyond Sausage sandwiches from most locations. But other restaurants are pressing forward with new vegetarian items. Taco Bell is testing a plant-based version of its naked chicken chalupa, which usually features chicken as the shell. The new shell, which is American Vegetarian Association-certified vegan, is made with a pea protein-based blend. It’s being tested at a single Taco Bell in Irvine, California. Taco Bell is still working with Beyond Meat on plant-based protein, but this item was, um, cooked up in-house. Wendy’s this week announced a spicy black bean burger being served in Columbus, Jacksonville and Pittsburgh. And California Pizza Kitchen is adding a chickpea pizza crust in certain Southern California and Florida restaurants. The crust is made with chickpeas, chia seeds and honey.