A Logoless Packaging Design?; The Ethics of Influencers’ Kids: Wednesday’s First Things First

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. Coca-Cola Replaced Its Logo With Positive Messages for Europeans to Share With Loved Ones Removing your logo from your product’s packaging isn’t exactly an advisable move for the vast majority of brands, but if there’s one that can pull it off, it’s Coca-Cola. As part of a new European campaign by 72andSunny Amsterdam, the beverage giant has stripped limited edition cans of its typographic logos, leaving only the typical colors associated with the Classic variety, Diet Coke and Coke Zero. In the logo’s place, consumers are provided with wholesome, customizable messages that invite sharing, such as “I promise to ______ just for you.” The campaign is also accompanied by a series of charming short films all about hope and connection—and they’re well worth a watch: Watch them all here. Coors Can’t Run a Super Bowl Ad So It wants to Infiltrate Your Dreams Instead AB-InBev has exclusive rights to air Super Bowl ads in the alcohol category (and will showcase six brands in that time), which means that Molson-Coors can’t run one during the game. But that’s not a problem if you’ve been dreaming about Coors all night. The beer giant and agency DDB worked with a leading researcher in the study of dreams to design a film and eight-hour soundscape that is designed to prompt relaxing, refreshing dreams that might reflect what you’d see in a Coors ad. Sounds like science fiction, doesn’t it? But it works—and it’s “remarkable.” Find out how. Mountain Dew, E*Trade, Hellman’s Tease Their Super Bowl Ad Plays A watermelon sugar high awaits you, courtesy of Mountain Dew, in the latest selection of advertising plays announced ahead of Super Bowl LV. The beverage brand dropped a teaser focusing on Major Melon, its first new permanent flavor in over a decade, which comes to life as a trippy, energetic watermelon world. The in-game ad promises to feature A-list talent, but for now, experience the teaser’s wild sugar rush. E*Trade is back in the game for the first time since 2018—sadly, without its memorable and long-running baby mascot. Instead, the brand offers up a 30-second spot by MullenLowe U.S. called “Workout” that equates financial fitness with physical fitness. [Feel the burn in this engaging ad teaser.] Among this year’s first-timers, you’ll find an ad from condiment brand Hellmann’s starring a magical, transforming Amy Schumer, who encourages the creative use of pantry and fridge ingredients to avoid food waste. [Catch the mesmerizing teaser.] Super Bowl Tracker: If you haven't already, bookmark this link to get our frequent updates on who is in or out of the game, as well as the latest teasers and full ads. Influencers’ Kids Are the New Child Stars, but the Rules Are Just Being Written Influencer content involving kids—who can't consent to having an online presence—is still a largely unexplored area, particularly when it comes to longer-term consequences. In a way, that makes them the modern-day equivalent of child stars in show business, with their parents crafting their very public presences—and we all know that has the potential to turn out ugly for the kids. What are the implications? Influencer marketing is just beginning to grow up, and the seeds of regulation have begun to sprout. It’s the Era of ‘The Great Reinvention.’ How Do We Keep Up? Yesterday, we experienced the first day of our virtual event, Outlook 2021: The Year Ahead in Marketing and Media. Among the insights shared by an impressive lineup of speakers was a motivating talk with author, advisor and former Publicis executive Rishad Tobaccowala, who outlined the major factors that will not only impact marketing and advertising, but our entire world in the coming years. We’ve entered a new age of globalization and connectedness, and it’s time we stepped up to meet it. Watch his talk to learn how. We have two more days of our Outlook 2021 event yet in store. Here’s a taste of what’s coming today—register for free to join us: 11:10 a.m. ET: Pfizer's Sally Susman explains how she managed to roll out a rebrand at the company's reputational peak—while navigating a pandemic and all its challenges.12:10 p.m. ET: Forrester’s Joanna O'Connell explores the fast-evolving digital advertising ecosystem and what the future of marketing looks like in a data deprecated world.3:00 p.m. ET: Jacksonville Jaguars’ Julian Duncan will dive deep into what it takes to lead social responsibility and make it a critical pillar for your organization. More of the Latest: Verizon Chief Diversity Officer on Her Unique Role to Shape the FutureBrands Tap This Startup for Greater Representation at the College Recruitment StageIMDb TV Heads to Roku Devices in Major Distribution AgreementThis Agency Seeks to Put One Electric Car Company in Pole Position Ad of the Day: Full-Page Ad Urges Biden to Embrace a Plan Bringing 2 Million Women Back to the Workforce The open letter was inspired by Girls Who Code founder Reshma Saujani's opinion column. More than 2 million women have left the U.S. workforce since the pandemic began—far exceeding men's job losses. A full-page ad that ran in The New York Times asked President Joe Biden to make a financial investment to rebuild the female workforce. The message, which reflects the U.S.’s Marshall Plan that helped with post-WWII recovery, is co-signed by more than 50 entrepreneurs, advocates, senior business leaders and Hollywood celebrities. More of the Latest: Modern Family Heads to Hulu and Peacock in Unusual Dual Distribution DealAudio-Only Platform Clubhouse Is the App for People Who Miss ConferencesHarry’s Expands Growing Empire with the Launch of Haircare Line4 Ways AI Will Make You a Better Marketer in 2021Amid Global Crisis, Healthcare Giant AmerisourceBergen Rebrands to Reflect ‘Optimism’