This week, a number of classic brands are branching out with their marketing strategies and targeting new audiences. Check out the stories you need to know in our Weekly Must Reads.

Peacocks Know Comedy

For years, NBC has used an image of a peacock as their network logo. Now as they branch into the streaming world, the bird will serve as the namesake for NBC’s streaming service – and the star of their new campaign. In a new video ad, favorite stars like Amy Poehler, Andy Samberg and Ted Danson amusingly take orders from their “boss,” a real-life peacock that they describe as a comedic genius.

The campaign, called “Peacock Knows Comedy,” hopes to re-tie the NBC brand to audiences’ favorite comedies, like The Office and Parks and Recreation. Because these shows have lived on Netflix and Hulu in recent years, younger viewers aren’t necessarily aware that they originally aired on NBC. Do you think the campaign will attract audiences to the Peacock streaming service? See the ad here: https://www.adweek.com/creativity/the-peacock-isnt-just-nbcs-logo-and-streaming-service-in-a-new-ad-its-also-the-boss/

Banana Republic Markets with Memes

Memes have officially made their way into mainstream advertising. After signing Los Angeles quarterback Jared Goff as the face of their brand, Banana Republic launched a fall clothing campaign that includes meme-able images and GIFs of Goff that the brand will share on social media. Most images include two or more Goffs interacting as alter-egos, along with campaign hashtags like #BrosBeforeClothes and #Goffballs.

As they tap into social media trends with one of the youngest NFL stars, Banana Republic clearly hopes to reach a younger demographic than their typical audience. Brand executives report that the campaign is all about authenticity, both in how they show Goff’s personal interests and how they use the audience’s preferred forms of content. In addition to the social media memes, Banana Republic also created videos and website graphics as part of the campaign. Check out more details here: https://www.marketingdive.com/news/banana-republic-drafts-nfl-star-jared-goff-for-fall-meme-campaign/563669/

Fritos Are Back

Corn chip brand Fritos hasn’t released an advertising campaign in nearly 50 years, but all that changed last week. The new Fritos campaign, called “Here’s to the Moment,” will position the chips as the perfect companion to chili and other food items just in time for the tailgating season. The ads will center on how the chips belong at all kinds of memorable events, like hosting a party and watching a football game with friends.

The digital-only ads will bring the brand into the 21^st century with video spots for all the usual social suspects, including YouTube, Instagram and even Pinterest. In November, the campaign will ramp up even more through a partnership with Hormel Chili featuring co-branded recipes and in-store displays. Find out more here: https://adage.com/article/cmo-strategy/see-fritos-first-new-campaign-48-years/2200386

Volkswagen “Fixes” Abbey Road

The Beatles’ Abbey Road has arguably one of the most iconic album covers of all time. What you might not have noticed, though, is the poorly parked Volkswagen Beetle on the left side of the street in the photo. Volkswagen recently decided to recreate the image, this time with a properly parked Beetle to promote their new Park Assist feature. Though the new image is missing the Beatles, the road still looks nearly identical to the photo on the cover.

Though loyal fans may be horrified at the recreation, it’s for a good cause. This year marks the 50^th anniversary of Abbey Road, and Volkswagen is donating proceeds of the photo to a children’s charity. Learn more and try to spot the differences between the photos here: https://www.caranddriver.com/news/a29234607/volkswagen-beetle-beatles-abbey-road-cover/