Pepsi releases snappy ‘Gladiator II’ ad, Olipop copies Mountain Dew, and Nike turns its logo upside down
This week in branding, Pepsi released a new throwback song, Olipop debuted a hidden beef with Mountain Dew, and Nike flipped its logo on its head. Here’s all the brand news we follow:
News: Remember that legendary 2000 Pepsi ad—the one with Britney Spears, Beyoncé, and Pink dressed as fighters and singing Queen’s “We Will Rock You”? Well, it’s back—but with a 2024 twist.
Main image: Pepsi’s new location, Gladiator IIfeatures Megan Thee Stallion as the new empress of pop culture-ified, with her instantly recognizable rap verse remixed into “We Will Rock You” (seriously, an ear worm). Guest appearances include Kansas City Chiefs tight end Travis Kelce and actors Lamone Morris and Jake Lacy. The ad is linked to the November 22 issue of Ridley Scott The Gladiator a sequel (also titled Gladiator II).
Why it matters: Gladiator II it clearly plays on its predecessor’s publicity campaign, but this site also has a lot more detail to appeal to the internet-savvy crowd of Gen Z. Perceptive ears will catch a reference to the Roman Empire meme that debuted on TikTok last year, and one gladiator beats the griddy as a celebration dance. That doesn’t mean Kelce’s appearance in the ad, as his connection to Taylor Swift made him a favorite among younger audiences and started a series of Travis-centric brand partnerships.
News: Can You Make Dew? Apparently, Olipop can. A pre-biotic “healthy” soda brand has just released a new flavor called “Ridge Rush,” with the ad slogan “A Can of Do,” which stands out from Mountain Dew.
Main image: The better-for-you soda dupe is presented alongside several commercials directed by comedy group Fatal Farm. It’s a strategy that feels suspiciously familiar, given that Mountain Dew recently revived its “Make Dew” slogan in July. The 30-year-old tagline is back to develop a new campaign that introduces the brand’s character “The Mountain Dude” and aims to renew Mountain Dew’s audience with a focus on outdoor activities.
Why it matters: Functional drinks, such as Olipop, Poppi, and Kin, have been on the rise as American consumers’ interest in soda has waned. On the face of it, Olipop’s new campaign is a smart move to appeal to younger consumers, who tend to be marketed to a silly, funny drink (primarily Liquid Death). Still, this move feels like it’s on the wrong side of something small, and it seems likely to bring more attention to the original soda than the healthy alternative. Time will tell how consumers react to the mountain-inspired drink.
News: Nike puts a new spin on the Swoosh: This season, the men’s and women’s teams at European and Latin American football clubs will wear jerseys with the Swoosh facing upwards rather than horizontally.
Main image: This move is a little different from Nike, which is sticking closely to the original Swoosh design as it was created by graphic designer Carolyn Davidson in the ’70s. The pivot is part of the new “Together We Rise” campaign, which celebrates the growing popularity of women’s football.
Why it matters: Breaking brand guidelines is a risky move, especially for a brand with such an extensive history and fan base. But sometimes, failure to live up to expectations can cause a well-deserved splash, especially if it’s linked to a message that resonates outside of the product itself.
News: Hello, Barbie! This week, HMD (the former Nokia phone maker) and Mattel released a new collaboration inspired by y2k, a hot pink, Flip phone for Barbie.
Main image: The phone comes with a backlit keypad reminiscent of early 2000s technology, a glass front, and charms—like sticky crystals and Barbie stickers. The device-slash-toy can’t connect to social media, so it’s mostly a tool for texting, calling, and taking pictures. However, for what it is, it gets the job done: Another tech reviewer at The Verge wrote about the phone, “The phone itself may be basic, but the vibe is not. [. . .] I love a gadget that fits into every concept, and this one goes hard. “
Why it matters: Barbie’s flip phone clearly plays into the latest dumbphone trend, which is booming on Reddit and in the tech world. A dumbphone is basically a ’90s-inspired phone with pared-back features, specifically designed to prevent the scrolling doom and screen addiction that’s tricky to avoid with, say, a regular iPhone. And, admittedly, Barbie’s version is pretty cool—but not enough to melt our frozen hearts. We’ve written about it before: It’s time to put Barbie’s involvement to rest, at least until the next movie comes out.
