What in the World—Week of March 20

Amazon is shopping, but it may also be browsing

While it already dominates online retail and is growing fast in advertising ($38 billion in 2022), Amazon’s next move may be developing its own web browser.

In a survey sent to some users, Amazon said it wants to “understand what our customers value about current web browsers, and what they wish they could do better.” Nicholas De Leon of Consumer Reports tweeted about the survey last week, with multiple media outlets picking up on it after that, though Amazon wasn’t commenting.

A new Amazon web browser could have an “unusual impact on the advertising business,” with Google moving to kill third-party cookies, said Gizmodo. Amazon already has huge amounts of data about consumer shopping habits. “If Amazon could match that information with the data collection that comes from a web browser, it could tip the scales of internet advertising in favor of the retail giant.”

Kellogg introduces Kellenova as new snacks company

Kellogg will soon officially have two new names after splitting in two. The new snack division will be known as Kellanova, while the cereal business will be WK Kellogg Co.

Kellogg previously announced plans to spin off its cereal unit to sharpen its focus in each division, though the Kellogg’s brand will remain on packaging for both companies. Kellanova will include brands such as Pringles, Cheez-It, and Pop-Tarts.

“The ‘Kell’ overtly recognizes our enduring connection to Kellogg Company, while ‘anova,’ which combines ‘a’ and the Latin word ‘nova,’ meaning ‘new,’ signals our ambition to continuously evolve as an innovative, next generation, global snacking powerhouse,” said Steve Cahillane, Kellogg Company’s CEO and future CEO of Kellanova. The logo keeps the famous Kellogg K, with a forward leaning V which, “embodies our forward momentum as we embark on this next chapter,” he said.

AB InBev is Cannes’ most creative marketer… again

Cannes Lions has taken the unprecedented step of naming Anheuser-Busch InBev its creative marketer of the year for the second year in a row.

“It is a testament to the creativity of our entire marketing organization and the relentless focus on connecting in meaningful ways with consumers,” said AB InBev’s CEO Michel Doukeris, of the repeat honour.  “Investing in organic growth is our number one priority and this recognition of creativity further demonstrates our brand building excellence.”

According to its business results, the brewer enjoyed an all-time high in sales volume and brand power in 2022, a year in which it also won 49 Lions in Cannes, (including one Grand Prix and 10 Golds) across 10 brands in seven countries. “The fact that they now use the number and breadth of Lion wins as a core measure of success shows just how powerful creativity is in driving progress,” said Simon Cook, Lions CEO.

Twisted Tea targets testicle market

As far as stunt brand merchandise goes, this one really makes the cut. As anyone with even passing awareness of the sports world knows, the U.S. and Canada are in midst of March Madness—the two-week frenzied tournament to crown the champions of collegiate basketball in America.

But, according to Twisted Tea, March Madness also brings a 30% increase in vasectomies, supposedly because men choose late March for the procedure so can watch some ball while they rest their… bodies. To help, the hard iced tea brand has introduced Twisted Tea VasectomUndies: boxer shorts with strategically placed pockets to hold cold cans.

“Twisted Tea VasectomUndies are our twisted answer to an outrageous cultural phenomenon that inspires thousands every year,” said Erica Taylor, senior brand director for Twisted Tea. “Everything we do is for our fans, so in their time of need, we’re coming in hot with our first-ever ice-cold Twisted Tea-bearing boxers sure to make watching sports more fun.”

More March madness… from Coors Light

Also new for this year’s NCAA tournament, Coors Light has introduced beer-flavoured (though non-alcoholic), Coors-icles to help people cool down as the competition heats up.

“Every point, slam dunk, assist and block puts you on the edge of your seat, but a taste of a Coors Light Coors-icle will bring you back to a moment of chill,” said Marcelo Pascoa, Coors’ vice-president of marketing.

A limited number of six-packs of the frozen treats (which, at the risk of being a stick in the mud, are really freezies not popsicles since there is no stick), are being released for sale online every weekday from March 14 until March 24, with 800 bars across the U.S. also distributing the Coors-icles. The promo is also being backed with advertising starring the famously excitable college basketball broadcaster, Dick Vitale.

David Brown