This week, brands are creating new logos, adding new celebrity spokespeople, and creating controversial software features. Catch up on all the news you need to know in our Weekly Must Reads.

Apple’s Controversial New Privacy Feature

Last week, Apple launched its latest iOS update, which brought several highly anticipated changes. Most notably, Apple launched a privacy feature called App Tracking Transparency. They now require app developers to ask permission from users through a standardized pop-up prompt in order to track their data across different apps and websites. The App Tracking Transparency feature was supposed to debut last summer with the rest of iOS 14, but Apple ultimately decided to delay until now to give developers more time to adjust.

Some organizations, such as the Electronic Frontier Foundation, have praised this controversial feature for protecting consumer privacy. However, companies like Facebook have pushed back strongly, claiming that this system will make it much more expensive for ad networks to provide targeting, which primarily hurts small businesses that rely on highly targeted advertising campaigns. Of course, this also means the change may cause a blow to Facebook’s bottom line. Get all the details on the controversy here: https://www.theverge.com/2021/4/27/22405474/apple-app-tracking-transparency-ios-14-5-privacy-update-facebook-data

Taco Bell to the Moon

In the brand’s first global campaign, Taco Bell is taking free tacos to the moon. On May 4, the moon will enter the waning crescent phase, which means it will look like half of a full moon – or, according to Taco Bell, like an upside-down taco. To celebrate, the brand is giving away a free Crunch Taco to consumers in more than 20 markets across the world.  The deal is available in-store to encourage increased foot traffic, as well as online and through the Taco Bell app.

The taco giveaway is part of a larger “I See a Taco” campaign, which encourages customers to see tacos everywhere they go. Since the moon is visible and recognizable to people everywhere, regardless of language, it’s the perfect “billboard for Taco Bell,” according to the brand’s head of international marketing. Check out all the details of the “Taco Moon” giveaway here: https://www.marketingdive.com/news/taco-bell-turns-the-moon-into-a-billboard-for-its-first-global-campaign/599139/

Athleta Scores New Spokeswoman

Gap-owned female-sportswear brand Athleta just lured away one of Nike’s biggest celebrity ambassadors: Simone Biles. Biles joins fellow Olympian Allyson Felix as an official endorser of Athleta, a brand that has been growing rapidly and is now worth more than $1 billion. In her new role, Biles will work with Athleta’s team to create products for their kids’ line Athleta Girl. She will also help lead the brand’s advocacy efforts.

Biles’ announcement states that she particularly admired Athleta’s commitment to women’s empowerment. In recent months, Nike has been criticized for its treatment of female endorsers. Unlike other celebrity partnerships, their deal with Biles did not include any specific products or collaborations. The partnership with Athleta will likely give Biles more freedom and involvement. Find out more details about Athleta’s recent work here: https://adage.com/article/cmo-strategy/athleta-plots-expansion-simone-biles-deal-and-new-chief-brand-officer/2331256

Oscar Mayer’s Playful Rebrand

In the past year, Oscar Mayer has tried to play its part to uplift consumer spirits. They have inspired wedding proposals and also created bacon-based shoelaces. Now, the brand is launching a refreshed logo and product packaging with a modern and playful approach. The new designs emphasize the rhombus-shaped logo with bolder uses of the classic yellow-and-red color scheme, as well as whimsical new fonts to highlight product names.

According to Oscar Mayer execs, the rebrand was inspired by the fun-loving spirit of the iconic Wienermobile.  Their goal is to “inspire unexpected smiles,” which is the mission the Oscar Mayer brand was founded on back in 1883. Learn more about the brand refresh here: https://www.adweek.com/commerce/oscar-mayers-wienermobile-served-as-inspiration-for-the-brands-refresh/