Can You Spot the Egg?; Where BK Went Wrong: 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. Cadbury’s Virtual Easter Hunt Lets You Hide Eggs on Google Maps Get ready for a worldwide Easter egg hunt—via Google Maps. Chocolate brand Cadbury has launched a campaign with agency VCCP that allows users to hide eggs anywhere on a map and then send clues to loved ones, sending them off on a hunt across the globe to find the brand’s famous eggs. Participants will also have the option to buy and send real Cadbury eggs to their friends as rewards. Learn how it works—and get egg hunting. Voice | Burger King: Apparently Not a Place for Queens on International Women’s Day Burger King made all the wrong waves with its attempt to turn the “Women belong in the kitchen” trope on its head in a (now-deleted) Twitter thread on International Women’s Day. In this Voice piece, Jasmine Atherton dissects how the stunt, however well-intentioned, missed the mark and invited toxicity and prejudice to prevail in the discussion—and what other brands can learn from it. “On a day that is meant to celebrate the achievements of women, Burger King played into stereotypes,” Atherton writes. Google: There’ll Be ‘No Backdoors’ or Bias In Privacy Policies At the IAB’s Annual Leadership Meeting, Google’s Jerry Dischler provided some clarification about how the company will approach the end of the third-party cookie. His talk included the insistence that Google’s ad stack will not have bias, back doors or special privileges under its policies, and publishers using Google Ad Manager will have full control over their direct relationships. Adweek’s Ronan Shields explores the implications: The best way to build and maintain relationships with consumers, Dischler said, “is with a comprehensive first-party solution that has the appropriate tagging infrastructure.” Last Wednesday during our weekly #AdweekChat, we talked to our friends from #MarketingTwitter about the state of and outlook for NFTs. Participants including Samina Sultana, Moshe Isaacian, Kennyatta Collins predicted that the hottest types of creative NFTs will be digital art, music, video clips and gaming elements like custom skins. Today, join us at 2pm ET on Twitter for an #AdweekChat dedicated to recognizing women in marketing. Disney+ Clears 100 Million Global Paid Subscribers in Only 16 Months Streamer Disney+ has reached yet another significant milestone, surging past 100 million paid subscribers after only 16 months, including adding over 5 million since the beginning of this year. CEO Bob Chapek says the numbers will encourage the platform to boost its investment in quality content, with a target of 100+ new titles per year including those among its most popular franchises like Marvel, Star Wars and Disney animation and live action. Find out what else is on the horizon for the popular streamer, and what’s helping it succeed. Also in TV and Streaming news: Occupying the slot after the Super Bowl has long been known as a death sentence for TV show debuts, but The Equalizer starring Queen Latifah has broken the curse and earned a Season 2 renewal. As High-Potency Cannabis Products Gain Popularity, Lawmakers Ask: How High Is Too High? Heavyweight cannabis products are making their way into the market, often unapologetically in the case of Seth Rogen’s Houseplant brand. These powerful products are aimed squarely at the most experienced of cannabis users. But at the same time, efforts to cap the THC content of product are making their way to lawmakers, with those in Florida proposing a 10% limit on THC content for flower and 16% on edibles. These initiatives may go national too: Some say it’s about public safety, but cannabis advocates say it’s a smokescreen. Briefly: BuzzFeed Lays Off Dozens at Recently Acquired HuffPostEvian Selects Wieden+Kennedy Amsterdam as Global Creative Agency of RecordQuartz Unveils 3 New Editorial ProductsTVNewser | Legendary Broadcast News Anchor, Correspondent Roger Mudd Dies at Age 93Mediahub Introduces Inaugural Diversity-Owned Media Day Unilever Will Eliminate ‘Normal’ From Its Product Packaging After 70% of consumers indicated that they felt the term “normal” on packaging had a negative personal impact, Unilever made the decision to eliminate the term from its personal care products, which includes major brands like Dove and Axe. More of the Latest: IAB Releases New Guidelines for AI’s Use in Digital AdvertisingKind Aims to Disrupt Breakfast With Ready-to-Eat Smoothie BowlsFor Centennial, Lowe’s Funds 100 Community Projects Across the USColor and Diversity Must Be the Norm in TV and AdvertisingHow Bianca Kea’s “Year of Yes” Empowered the Afro-Latina CommunityWalmart Returns to TikTok With a Shoppable Beauty Livestream

First Things First

Can You Spot the Egg?; Where BK Went Wrong: Wednesday’s First Things First

Plus, insights into Google's privacy policies

Cadbury’s Virtual Easter Hunt Lets You Hide Eggs on Google Maps

Jess Zafarris

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Cadbury’s Virtual Easter Hunt Lets You Hide Eggs on Google Maps

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Jess Zafarris