Thursday Stir

By Kyle O'Brien 

-Lysol is getting to consumers through their nostrils with its latest campaign, “The World’s Stinkiest Sock.” Created with the team at McCann New York, Momentum Worldwide and Access, it shows that Lysol’s R&D scientists partnered with fragrance experts to hand-select some of the worst-smelling acids, creating dozens of different, gag-inducing, stinky combinations to mimic foot odor—mixing, sniffing, remixing and re-sniffing until they perfected a synthetic formula with next-level stink. The company introduced the campaign to the world by putting it to the test with an on-the-ground activation in Boston at Fenway Park, where SNL alum Rachel Dratch was in attendance.

-Adweek followed up its Miami agency story with another on how the city is a haven for creative and agency types.


-Catalina is one of the top shopper intelligence firms in the country—and Horizon Media signed an agreement with them.

-A report from BDSA projects global cannabis sales will increase from $30 billion in 2021 to $57 billion by 2026, a 13% annual growth rate.

-Land’s End and its AOR VaynerMedia announced that Blake Shelton has launched a new collection with the retailer—and an accompanying campaign aptly titled “When You Know.”

-CMO at travel brand Away, Laura Willensky, talked with Adweek at Brandweek about the company’s plans.

Melanie Roussell Newman, svp communications and culture at Planned Parenthood, took the stage during Brandweek for a conversation about the onslaught of state abortion bans.

-The Ontario Lottery and Gaming Corporation’s ongoing campaign lets players get a true taste of wealth with a line of Lotto Max Dream Bars.