Moxie places Arby's hat on competitors' mascots | Did Cheetos inspire MC Hammer's classic hit? | MRY brings in Van Ness for Pop-Tarts' Super Bowl debut
January 17, 2020
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Moxie places Arby's hat on competitors' mascots
Arby's, with Moxie, marked Wednesday's National Hat Day with a gallery of Instagram images showing mascots from competitors wearing the brand's brown hat, accompanied by the copy, "Let's be honest, our hat makes everyone look good." The images show the hat atop just the brows of the Burger King, Ronald McDonald, Wendy and Colonel Sanders.
Adweek (tiered subscription model) (1/16) 
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Influencer Marketing
Did Cheetos inspire MC Hammer's classic hit?
Did Cheetos inspire MC Hammer's classic hit?
(Cheetos/YouTube)
Goodby Silverstein & Partners has released a teaser for Cheetos' first Super Bowl spot in 10 years, which stars MC Hammer snacking on Cheetos at a piano in 1989 before having a moment of inspiration when he realizes his fingers are covered in the snack's dust, or what the brand is calling Cheetle, and says, "Wait, I can't touch this." The teaser is running across the brand's social channels.
The Drum (free registration) (1/16),  Adweek (tiered subscription model) (1/16) 
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MRY brings in Van Ness for Pop-Tarts' Super Bowl debut
MRY brings in Van Ness for Pop-Tarts' Super Bowl debut
(Pop-Tarts/YouTube)
Pop-Tarts, with MRY, is making its Super Bowl debut with a 30-second spot following the first half's two-minute warning that touts its new Pop-Tarts Pretzel and stars Jonathan Van Ness from "Queer Eye." A 15-second teaser shows Van Ness having a meltdown at a snack table on set, screaming that "Somebody needs to fix this!" when everything on display is deemed too dry and boring.
Adweek (tiered subscription model) (1/16) 
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Shopper / Commerce Marketing
Report: Social commerce gains traction
Internet users who purchased a product directly via a social media channel increased from 13% to 21% between the fourth quarter of 2018 and the third quarter of 2019, with the most significant jump in the second quarter of last year, which coincided with Instagram's Checkout launch, according to Civic Science. "The good news is that the wheels on the social shopping cart are definitely turning. The progress is slow, but the momentum is gaining," says eMarketer analyst Debra Aho Williamson.
eMarketer (1/15) 
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Content Marketing
Panda Express welcomes Lunar New Year with AR filters
Panda Express welcomes Lunar New Year with AR filters
(PRNewsfoto/Panda Express)
Panda Express has unveiled augmented reality filters, "Celebration of Good Fortune," on Instagram and Facebook to ring in the Lunar New Year. The five AR filters feature cultural traditions relating to the holiday, such as red envelope surprises, lion masks and seeing off evil spirits with firecrackers, and the brand is also running a sweepstakes with a grand prize trip to Universal Studios Hollywood in 2021 to celebrate the holiday.
Mobile Marketer (1/16) 
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Relationship Marketing
Chipotle takes to Twitter to promote new Lifestyle Bowls
Chipotle takes to Twitter to promote new Lifestyle Bowls
(Chipotle)
To help people keep their New Year's Resolutions past Jan. 19, known as Quitter's Day, Chipotle is sharing a free entree code on Twitter for its new Lifestyle Bowls. The fast-casual chain added Whole30-compliant chicken and Supergreens salad mix to its existing line of bowls.
Adweek (tiered subscription model) (1/16) 
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ANA Events & Resources
The future of retargeted marketing is...
Consumer wariness of digital ads is at an all-time high thanks to some marketers leaning too heavily on digital retargeting. Thankfully, there's a new tactic that uses similar data intelligence to reach customers more effectively: retargeted direct mail.
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Get inspired by Mastercard and IBM
At the 2020 ANA Brand Masters Conference, March 4 to 6, in Scottsdale, Ariz., you'll hear proven growth strategies from CMOs and top marketers such as:
  • Raja Rajamannar, chief marketing and communications officer at Mastercard, and Devika Bulchandani, president of McCann New York, will discuss how the "Priceless" campaign has endured.
  • Ann Rubin, vice president of corporate marketing at IBM, will share the survival secrets that made IBM the 12th most valuable overall brand in the world.

Register today to hear these and more inspirational approaches to effective, results-driven brand marketing that drive sales, profitability and ROI.
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Editor's Note
SmartBrief will not publish Monday
In observance of Martin Luther King Jr. Day in the US, SmartBrief will not publish Monday. Publication will resume Wednesday.
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It is not enough to photograph the obviously picturesque.
Dorothea Lange,
documentary photographer, photojournalist
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