From back-to-school season to an unconventional Olympic Games, this is a season of change for many brands and consumers. Find out everything you need to know about the latest marketing and advertising news in our Weekly Must Reads.

The Olympics Advertising Games Begin

The Tokyo Olympics kicked off last week, and although spectators aren’t in attendance due to rising COVID-19 cases in Japan, advertising is still in full swing. In fact, many US advertisers have chosen to avoid the pandemic topic altogether. P&G debuted a commercial that features victorious athletes in front of roaring crowds, while other brands launched more generic, summery ads to boost viewers’ spirits.

On the other hand, some companies have chosen other timely issues to highlight during their Olympics campaigns. Visa’s new commercial shows the role their credit cards play in consumers’ everyday lives, while Dick’s Sporting Goods features strong female athletes of today to the tune of a 1950’s song filled with outdated female stereotypes. Watch the ads and find out more about Olympic advertisers’ many tough choices here: https://www.fastcompany.com/90657973/the-olympics-may-be-mired-in-controversy-but-for-u-s-advertisers-its-business-as-usual

Cleveland Introduces New Guardians Mascot

After years of protests and controversy, the Cleveland Indians have finally decided to change their mascot. Following the end of the 2021 season, the baseball team will officially become the Cleveland Guardians. The new name is a reference to the famous Guardians of Traffic sculptures that stand in front of Cleveland’s Hope Memorial Bridge, which is located near the team’s stadium. With this updated brand, team owner Paul Dolan hopes the change will “unify our fans and city, as we are all Cleveland Guardians.”

Cleveland isn’t the only team that has had to address a controversial mascot in recent years. The Washington Football Team in the NFL is still searching for their perfect new name, and a number of minor league sports teams have also switched identities in recent years. Check out the team’s new logo and catch all the details here: https://www.adweek.com/brand-marketing/cleveland-indians-now-cleveland-guardians/?ntfData=login

Iconic Celebrities Head Back to School

Kids’ apparel brand OsKosh B’gosh is launching their back-to-school campaign by reimagining famous celebrities as school-age children with the help of Majority, Shaquille O’Neal’s new ad agency. The campaign’s first commercials feature young versions of Muhammad Ali, Outkast and Mariah Carey, who happens to be portrayed by her daughter, Monroe. The results are creative ads that showcase nostalgic elements without using advanced (and sometimes controversial) deepfake technology.

According to data from the brand’s parent company, Carter’s, things are certainly looking up for OshKosh B’gosh. Sales in Q1 of this year exceeded sales from Q1 2019, and with consumer demand for apparel expected to continue rising, the entire industry has reason to be optimistic. Find the new commercials and more details on the clothing industry’s recent wins here: https://www.marketingdive.com/news/oshkosh-bgosh-reimagines-mariah-carey-muhammad-ali-as-kids/603691/

Hard Seltzer Demand Is Finally Slowing

After years of rapid growth, it appears the hard seltzer boom is finally slowing down. According to Boston Beer, which produces the Truly brand of hard seltzers, consumer demand did not increase this summer as much as expected, leaving increased supply stuck on store shelves. The company’s CEO Dave Burwick believes there are now too many competing brands, and eventually, some simply won’t be able to keep up. Already, a couple producers have pulled back on their offerings – Molson Coors recently discontinued Coors Seltzer, while Coca-Cola is pausing to consider whether to expand the Topo Chico Hard Seltzer brand.

Hard seltzers are still considered a significant part of the future of the US alcohol industry, but brewers will have to get creative to stand out in the sea of brands. For more information on the changing industry and potential challenges ahead, keep reading here: https://www.marketingdive.com/news/boston-beer-overestimated-demand-for-hard-seltzer-as-once-hot-category-show/603863/