During the last couple of weeks, there were news stories that reflected brand experiences, brand identity, brand naming, brand storytelling, celebration marketing, co-branding, personal branding, pricing, and more. There were so many marketing stories in the news that this recap serves as the second part for May.
PRESIDENT JOE BIDEN'S HEALTH
According to a statement from Biden's office on May 18th, "Last week, President Joe Biden was seen for a new finding of a prostate nodule after experiencing symptoms. On Friday, he was diagnosed with prostate cancer, characterized by a Gleason score of 9 (Grade Group 5) with metastasis to the bone. While this represents a more aggressive form of the disease, the cancer appears to be hormone-sensitive which allows for effective management. Biden, 82, and his family are reviewing treatment options with his physicians."
Following this announcement, one wondered why the American Cancer Society was silent. There were no explanations, no interviews, nothing. Doctors from around the country were interviewed on television and on radio broadcasts, but this was an excellent opportunity for ACS. Then, the next day on May 19th, the American Cancer Society joined the conversation and provided comprehensive analysis of prostate cancer in an article published by NPR.
DISNEYLAND'S 70TH ANNIVERSARY
Beginning on May 16th, 2025 and continuing through summer 2026, "The Disneyland Resort 70th Celebration honors seven decades of happiness and many moments of joy. Celebrate Happy with limited-time entertainment, colorful décor, themed food and beverages, collectible merchandise, and much more! No celebration is complete without some tasty treats, and over 70 items have arrived for this milestone anniversary. From brand-new creations, like the Mickey-shaped celebration waffles and specialty cold brrr-ew, to nostalgic eats inspired by the past, like the Mickey hat cookie and W.E.D. chili cheese baked potato, [don't] miss out on these limited-time menu items."
According to long-time Disney partner, Dooney and Bourke, "Since opening its gates on July 17th, 1955, Disneyland has continued to enchant guests with beloved attractions, immersive lands, and ever-evolving experiences. Disneyland park-goers can expect special entertainment, limited-time merchandise, and festive decorations honoring this milestone."
David Caranci, Walt Disney Imagineering manager for creative development, told Travel & Leisure during a media preview event, "We don't live in the past, but we honor the past. We honor our history, culture, and tradition as we look to the future."
DICK'S SPORTING GOODS BUYS FOOT LOCKER
According to CNBC, "Dick's Sporting Goods announced that it plans to acquire rival Foot Locker as it looks to expand its international presence, win over a new set of consumers, and corner the Nike sneaker market. While the companies are longtime rivals — both competing to sell the same brands in their stores — Dick's is almost double the size of Foot Locker in terms of revenue. In their most recent fiscal years, Dick's reported $13.44 billion in revenue, while Foot Locker reported $7.99 billion. Dick's said it expects to operate Foot Locker as a stand-alone business unit within its portfolio and maintain the company's brands – Foot Locker Kids, WSS, Champs and atmos."
Foot Locker CEO Mary Dillon said, "By joining forces with Dick's, Foot Locker will be even better positioned to expand sneaker culture, elevate the omnichannel experience for our customers and brand partners, and enhance our position in the industry."
Dick's CEO Lauren Hobart said, "The two businesses will be run as separate entities and the consumer may or may not know that Dick's and Foot Locker are one. The combination of them for the consumer is not the most important thing, it's making sure that there's two powerful brands that are meeting all consumer needs, wherever, whenever, however they want to shop."
Will there be different customer experiences? Time will tell.
ESPN'S NEW STREAMING SERVICE NAME
According to SportsPro, "ESPN has confirmed its new all-encompassing direct-to-consumer (DTC) offering, which combines both its linear networks and its existing ESPN+ streaming service, will simply be known as "ESPN" and will cost US$29.99 a month when it launches in the autumn. Previously, known as flagship, the platform will offer the league's most valuable content – including the National Football League (NFL), National Basketball Association (NBA), and the College Football Playoff (CFP) – without a cable subscription for the first time."
ESPN chairman Jimmy Pitaro explained, "We are providing everything ESPN has to offer directly to fans and all in one place. As we thought about the name, we kept returning to the fact that, across every generation, ESPN is the most trusted, loved, and recognized name in sports, and that we should keep it simple and double down on the power of ESPN. Our straightforward approach to name and pricing will help fans cut through the clutter, and provide them compelling options to access all our content within the enhanced ESPN app. It will be the ultimate sports destination for personalized experiences and features, and, on top of that, fans will be able to choose to bundle ESPN with the industry-leading Disney+ and Hulu streaming services."
DEATH OF GEORGE WENDT
Everyone who watched the TV series "Cheers" during the 1980's and early 1990's will remember the actor who sat at the corner bar stool drinking beer and complaining about life. And whenever that character would enter the bar, everyone yelled, "NORMMMM!" Actor George Wendt passed away on May 20th. According to NBC Entertainment, "Watching him walk through that door and head to his barstool, America couldn't wait to say hi to Norm every Thursday night. George Wendt was an essential part of the genius of "Cheers" and he will be missed by the millions who loved him. Norm was all of us. A regular guy who finished his hardworking day wanting to be surrounded by friends and a frosty beverage. We're proud to raise a glass and toast a true comedy legend."
SELENA GOMEZ UNVEILS HER OWN OREO
Following in the footsteps of Lady Gaga and Post Malone, Selena Gomez, singer, actress, and investor has added a new title: a cookie creator. According to NBC, "Her custom Oreo is a sweet and spiced flavor combo. It features two chocolate and cinnamon-flavored wafers, and the filling is made with a layer of chocolate and cinnamon cream mixed in with sweetened condensed milk and sprinkled with cinnamon sugar. Gomez was inspired by her love of horchata, a sweet drink made from rice or nuts and cinnamon. The limited-time cookies go on sale on June 2nd online."
NO MORE FREE BREAD AT RESTAURANTS?
According to Food & Wine, "There's something undeniably magical about that moment at a restaurant when a basket of warm, complimentary bread arrives at your table. It's a simple gesture, but it feels like a little celebration: a soft roll, a crisp heel of sourdough, maybe even a golden square of focaccia, all arriving before you've even ordered." But now, some restaurants are beginning to charge for that bread basket.
"This notion of paying for something that has always been free might be hard to swallow for some customers. If more Mexican restaurants suddenly started charging for chips and salsa, we'd have a customer uprising on our hands. When a restaurant is struggling to stay afloat, charging for food would be a great way to get back into the black. Yes, customers will grumble about paying a few dollars for bread that used to be free."
How will this aspect change the overall dining customer experience? Time will tell.
TOYOTA PRIUS CELEBRATES 25 YEARS
According to ABC News, "This year marks a milestone in the automotive landscape: the Toyota Prius turns 25. The first Prius, a small sedan, arrived in 2000, posting amazing fuel economy numbers. Then the second generation Prius arrived with its now-legendary hatchback shape, and it was off to the races. Well, off to the race of becoming a paragon of fuel efficiency. Toyota sold millions around the world as a showcase of its hybrid technology. Then two years ago, the fifth-generation Prius arrived.
Back in the year 2000, hybrid cars were new and quite the novelty. There were only two of them available in the US: the original generation of Prius, and a small two-seater from Honda called the Insight. Today, hybrid vehicles are everywhere. Especially coming from Toyota. Many of the brand's current models are now hybrid-only. The Prius has never been anything but a hybrid. And these days, the Sienna minivan, the Crown (in both sedan and wagon-like Signia versions), and even the stalwart Camry have hybrid power as standard. There are no longer non-hybrid versions of any of them.
Some have wondered where the Prius fits these days, since hybrid power is now available across the car world. Its role may be less important than it once was, but it's still a symbol of Toyota's pioneering move 25 years ago."
BP PULSE AND WAFFLE HOUSE
According to MSN, "Waffle House, the national chain restaurant known for its yellow signs, drip coffee, and big breakfast platters, is getting into the EV business. The company announced a partnership with BP Pulse on May 20th, which will see DC fast chargers installed at restaurants in Florida, Texas, Georgia, and other locations in the South. This is good news for EV road trippers who want to maximize their charging efficiency, jolting their Hyundai Ioniq 6 or Lucid Air Grand Touring while they top off their own caffeine reserves."
BURGER KING AND HOW TO TRAIN YOUR DRAGON MOVIE
Leading up to the live-action movie remake to be released in theaters on June 13th, Burger King unveiled a new menu inspired by the movie. According to Joel Yashinsky, Chief Marketing Officer of Burger King, "At Burger King, we love to bring partnerships to life that create an awesome experience for families. Our new collaboration with How to Train Your Dragon is going to be fun for both kids and kids at heart."
The fast food chain invites customers to "take a trip to the Isle of Berk" with four new menu items that will be available for a limited time:
(1) Dragon Flame-Grilled Whopper: a quarter-pound of flame-grilled beef served on a red-and-orange-marbled bun colored with natural spices and vegetables, topped with American cheese, bacon, tomatoes, lettuce, onions, pickles, ketchup and mayo.
(2) Fiery Dragon Mozzarella Fries: melty mozzarella cheese, peppers and Fiery Calabrian chili pepper-breading, served in a "one-of-a-kind Toothless-inspired carton."
(3) Soaring Strawberry Lemonade: lemonade made with sugar, fruit puree, and natural flavors.
(4) Viking's Chocolate Sundae: vanilla soft-serve with Hershey's chocolate syrup and black and green cookie crumbles.
KRISPY KREME'S PAC-MAN DOUGHNUTS
On May 12th, according to the brand's website, "Krispy Kreme announced an a-maze-ing collaboration with Bandai Namco Entertainment America Inc., for PAC-MAN's 45th Anniversary, celebrating the global, cultural icon with all-new doughnuts inspired by the classic game. PAC-MAN is one of the most recognized video game characters of all time and has made an impact on the world by connecting with people across ages, borders, and genders through the power of play for over 45 years, just as Krispy Kreme connects people through the sweetness of enjoying and sharing doughnuts."
The Krispy Kreme x PAC-MAN Collection features three new doughnuts in a nostalgic custom PAC-MAN game dozen box and will be available for a limited time:
(1) PAC-MAN Party Doughnut: an Original Glazed Doughnut piped with yellow buttercreme flavored icing, sprinkled with celebration sprinkles and topped with a PAC-MAN piece.
(2) TEAM GHOST Doughnut: an unglazed shell doughnut filled with chocolate flavored Kreme, dipped in black icing, decorated with PAC-MAN maze and topped with Team Ghosts piece.
(3) Strawberry Power Berry Doughnut: an unglazed shell doughnut filled with strawberry flavored Kreme, dipped in red icing and topped with white sprinkles and green leaf icing.
JETBLUE RUNS ON DUNKIN'
No, that's not a flying donut in the air, it's a co-branded JetBlue and Dunkin' airplane. According to MSN, "JetBlue and Dunkin', America's largest coffee and donuts brand, unveiled a new Dunkin'-themed livery in honor of their longstanding partnership. The vibrant design of the freshly painted Airbus A320 aircraft, appropriately named Brewing Altitude, features Dunkin's iconic pink and orange branding brought to life with a playful donut and coffee motif. The plane celebrates almost two decades of partnership between the two brands. Dunkin' coffee first became available on JetBlue planes in 2006. Five years after that, the companies inked a deal to make the coffee and donut chain the carrier's "exclusive onboard coffee provider" and Dunkin remains so to this day. Starting May 19th through September 1st, passengers who fly on the themed jet on Mondays will earn status upgrades."
POLLO LOCO'S NEW TAGLINE
During May, according to Marketing Dive, "El Pollo Loco launched a re-brand and accompanying campaign as the fast-casual grilled chicken chain continues its ongoing three-year strategy around strengthening its identity, keeping pace with culture, and increasing awareness. A new tagline, "Let's Get Loco," a double entendre that serves as both a call to action ("What should we have for dinner? Let's get Loco") and a play on the Spanish word for crazy. In this case, the chain wants to engage with consumers around the passions for which they "go loco."
OSCAR MAYER'S WIENERMOBILES
According to Marketing Dive, "The Wienie 500 took place two days before the Indianapolis 500, a race where fans consume nearly 30,000 hot dogs, per press materials, and is intended to mark the official kick-off of summer. The partnership speaks to the growing importance of marketing around live sports, including motor sports, as a way to engage with ad-wary consumers. The event also represents the first time all six of the brand's hot-dog-shaped vehicles will be in the same place at the same time in over a decade and will be the first competitive race for the fleet. The Wienie 500 is part of a partnership between Oscar Mayer and Indianapolis Motor Speedway that names the brand the official hot dog of both the speedway and the Indianapolis 500. The race is the latest in a string of promotional stunts from the company involving its iconic vehicle."
Kelsey Rice, brand communications director at Oscar Mayer, explained, "As a brand known for sparking smiles in disarmingly delightful ways, it's only fitting that we bring a race of epic proportions to the Speedway and celebrate a timeless tradition: delicious meats and a little friendly competition to kick off a summer of wieners."
SESAME STREET AND NETFLIX
On May 19th, Sesame Street announced that, "We are excited to announce that all new Sesame Street episodes are coming to Netflix worldwide, and new episodes will also release the same day on PBS stations and PBS Kids platforms in the United States, preserving a 50+ year relationship. The support of Netflix, PBS, and the Corporation for Public Broadcasting serve as a unique public-private partnership to continue to help children everywhere grow smarter, stronger, and kinder."
PEPSI'S LATEST AD CAMPAIGN
According to Marketing Week, "What would it look like if female footballers had always been given the big-budget marketing campaigns of the men's game? In its latest campaign called "Refresh the Game," Pepsi offers an answer to this question. Spotlighting a squad of players including England footballers Lauren James and Leah Williamson, the film inserts them into iconic Pepsi football moments, from Pelé's 'Join the Pepsi Generation' 1974 film to David Beckham's 2003 cowboy-themed spot called 'Wild West.'"
According to senior marketing director Cathy Graham Kidd, "Pepsi wants to celebrate these women, celebrate their personalities, their spirit, and their skills, with the campaign - but do it in a way that is reflective of this incredible, rich history that we have as a brand."
DENMARK'S RETIREMENT AGE
On May 22nd, Denmark's parliament adopted a law raising the retirement age of its citizens from 67 to 70. The age will rise to 68 in 2030, to 69 in 2035, and to 70 by 2040. The retirement age at 70 will apply to all people born after December 31st, 1970. How will this new law affect the Danish lifestyle brand?
The retirement age varies throughout Europe: in Sweden, the age is 63; in Italy, the age is 67; in France, the age is 64; and in the United Kingdom, the age is 66.
APPLE AND TARIFFS
According to the AP, "In response to Trump's tariffs on China, Apple CEO Tim Cook said during May that most iPhones sold in the U.S. during the current fiscal quarter would come from India, with iPads and other devices being imported from Vietnam. After Trump rolled out tariffs in April, bank analysts estimated that a $1,200 iPhone would, if made in America, jump in price anywhere from $1,500 to $3,500." Still waiting to buy a new iPhone? How will tariffs, i.e., higher prices, impact the Apple brand?
CHINA'S BYD OUTSELLS TESLA
According to NTD (a New York-based, global television network founded in 2001 by Chinese-Americans who fled communism), "Chinese automaker BYD in April sold more battery electric vehicles in Europe than Tesla for the first time, according to an automobile market research firm. Experts warn that this is the result of the Chinese Communist Party’s (CCP's) ongoing dumping practices in world markets. Globally, BYD has surpassed Tesla to become the world's largest EV seller. To continue its gains in the EU market and to bypass EU tariffs, BYD is building an EV production base in Hungary that will start operation in October. It's also building a factory in Turkey that is expected to start production in March 2026. When fully operational, these two factories will have a total production capacity of 500,000 cars per year."
MCDONALD'S CLOSING COSMC
According to CNN, "McDonald's is pulling the plug on its CosMc's spinoff two years after the alien-themed spinoff launched. The chain announced that all five locations will close in June. CosMc's, named after an alien McDonald's character, opened in 2023 in response to fast-growing specialty coffee and beverage chains that have become popular with Gen Z consumers." But this spin-off did not resonate with any demographic and did not align with the McDonald's brand.
E.L.F. COSMETICS AND PRICING
According to ABC News, "Oakland-based e.l.f Cosmetics, known for its affordable and cruelty-free makeup and skincare products, announced it's raising prices by $1 starting on August 1st. According to the brand's announcement on Instagram, "Not gonna lie, inflation and tariffs are hitting us hard. Bringing you the best of beauty is getting more $$$ but we're committed to keeping the quality high and prices e.l.f.fordable. We are keeping an [eye] on the tariff situation as it evolves." However, 75 percent of the brand's products will remain at $10 and under to remain true to its affordable positioning.
On a related note, Walmart and Nike will also be raising prices due to tariffs.
NEW CHAPTER FOR 23ANDME
According to the BBC, "Two months after U.S. bankruptcy filing, the DNA testing firm 23andMe has entered into an agreement to be acquired by Regeneron Pharmaceuticals for $256 million. 23andMe said Regeneron had committed to comply with its privacy policies as part of the deal, and that Regeneron has security controls in place to protect user data."
Mark Jensen, Chair of the Special Committee of the Board of Directors of 23andMe, said, "We are pleased to have reached a transaction that maximizes the value of the business and enables the mission of 23andMe to live on, while maintaining critical protections around customer privacy, choice, and consent with respect to their genetic data."
George D. Yancopoulos, M.D., Ph.D., co-Founder, Board co-Chair, President, and Chief Scientific Officer of Regeneron, said, "Regeneron is a science-driven, patient-focused biotech company that understands the power of genetic research to improve the lives of individuals, as well as the way society treats and prevents illness as a whole. Through our Regeneron Genetics Center, we have a proven track record of safeguarding personal genetic data, and we assure 23andMe customers that we will apply our high standards for safety and integrity to their data and ongoing consumer genetic services."
HARVARD UNIVERSITY AND INTERNATIONAL STUDENTS
According to NPR, "Without its international students, Harvard is not Harvard. Harvard relies on nearly 7,000 international students from more than 140 countries to come to its campuses. This is more than 25 percent of its total enrollment, according to 2024-2025 data from Harvard. Harvard has hosted international students under the F-1 visa program for 70 consecutive years, the university said in its federal lawsuit against the Trump administration. This program, provided by the U.S. government under the Student and Exchange Visitor Program (SEVP) and overseen by the U.S. Department of Homeland Security, allows international students to pursue their education at Harvard."
And Harvard is not unique. Thousands of high schools, colleges, and universities have similarly hosted international students through visa programs.
According to Scott Weinhold with the Department of State Bureau of Educational and Cultural Affairs, "The experience of studying in the United States not only shapes the lives of individuals, but the future of our interconnected world. The ties formed between U.S. and international students today are the basis of relationships for future business and trade, science and innovation, and government relations."
India sent the most international students to the U.S. for higher education with more than 331,000 students enrolled, according to the 2023-2024 data from Open Doors.
China followed as the second leading country with more than 277,000 students, including nearly 123,000 graduate students, studying in the U.S.
Combined, India and China account for more than half of all international students in the country.
According to NAFSA: Association of International Educators, 1.1 million international students at U.S. colleges and universities contributed $43.8 billion to the U.S. economy during the 2023-2024 academic year and supported more than 378,000 jobs.
NO MORE PENNY FOR YOUR THOUGHTS
According to Reuters, "The federal government is winding down production of the penny coin following a bi-partisan effort to nix the lowest-denomination of U.S. currency over cost concerns, according to a plan outlined by the Treasury Department on May 22nd. The department placed its final order for blank pennies in May, it said in a statement. It expects to stop putting new pennies into circulation by early 2026. In February, President Trump directed Treasury Secretary Bessent to cease production of the coin because he described penny minting as wasteful. The change means that businesses will have to start rounding the prices of cash transactions up or down to the nearest five-cent nickel as the number of pennies in circulation dwindles. Americans have debated for years whether the penny should be dropped from the line-up of American currency. Supporters argue it helps keep consumer prices down and is a source of income to charities. For its critics, the coin is a nuisance that ends up being discarded in drawers and piggy banks. There are approximately 114 billion pennies currently in circulation in the U.S., according to the Treasury Department."
What other recent marketing buzz caught your attention? Since there's always something happening that impacts marketing, read #DebbieLaskeysBlog for the scoop!
Image Credits: JetBlue and The Walt Disney Company.
Travel Back in Time: The Original Disneyland Rides:
https://www.undercovertourist.com/blog/original-disneyland-rides/
Check out the Guide to the 70th Anniversary at the Disneyland Resort:
https://disneyparksblog.com/dlr/guide-to-the-70th-anniversary-at-disneyland-resort/
Learn more about the new Krispy Kreme x PAC-MAN Collection:
https://www.krispykreme.com/promos/pac-man
Watch Pepsi's "Refresh the Game" ad:
https://youtu.be/HYPpQxPnm5I?si=gMvvhzwMIk67RjZ6
