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ChatGPT creates ad for Ryan Reynolds' Mint Mobile...

Brand owner Ryan Reynolds called the script created by the AI-powered text engine ‘eerie,’ and ‘mildly terrifying’.

While the consensus from the creative community is that ChatGPT is not quite ready to churn out pristine ad copy, that’s not stopping Ryan Reynolds and Mint Mobile from giving it a shot. In a video released today, the actor and part owner of the wireless brand is shown describing how he used the AI bot to write a script for the brand. Watch the full ad here.

(Fast Company)

In today's email:

Why brands shouldn't totally give up on Musk's Twitter 👀
New Instagram interface...
Starry - PepsiCo's Sprite rival targeted to Gen Z 🥤

STATS - MARKETING WEEK

Over a third of marketers not receiving cost of living support

Half of marketers also believe their business is not doing enough to support them as the inflation crisis bites.

The survey of more than 3,000 marketers finds half of the sample (50.6%) say their business is not doing enough to support staff grappling with rising inflation.

Well over half of Gen Z marketers (57.8%) believe their company is not doing enough to support them during the cost of living crisis, compared to 51.6% of millennials and 41.2% of Gen X. (Marketing Week)

Why brands shouldn’t totally give up on Musk’s Twitter

According to a new report from Forrester, 22% of online adults in the U.S. used Twitter weekly in 2022, well behind Facebook (63%) and Instagram (40%) – an unexpected statistic from my personal estimations.

The report also noted that while “Twitter ranks highly on the cultural relevance scale, it ranks low on the advertiser priority list.

It’s where news breaks, politicians debate, activists organise and niche communities meet. And despite Twitter users threatening to leave the platform, application downloads are up since Elon Musk took over. No other social media platform—not even Reddit, Mastodon or Hive—can replace Twitter for consumers.”

Principal analyst Kelsey Chickering has even suggested that marketers perhaps overestimate the power of the platform...

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New Instagram interface to nix Shop tab and deprioritize TikTok competitor product Reels

Meta-owned Instagram today announced that it plans to streamline its user interface (UI), beginning in February.

The new design will see the Shop tab axed and Reels booted from its centralized position in the user interface.

Instagram has invested major dollars and engineering resources in recent years in the development of its commerce and shopping features. Last spring, it rolled out new features including the Drops tab to replicate the hype of sneaker and music culture and drive engagement for brands of all kinds.

Now, Instagram appears to be backing off its previously-aggressive Reels push again. Considering that user engagement with TikTok vastly outpaces engagement with Reels – with data from Socialinsider indicating that TikTok sees about double the post numbers as Instagram Reels and its engagement rate is around six times higher – Instagram could be dialing back its investments in short-form video.

(The Drum)

Starry – PepsiCo’s Sprite rival targeted to Gen Z

Starry isn’t PepsiCo’s first attempt to launch a rival Sprite product. It introduced Slice in 1984; Storm in 1998; and Sierra Mist in 2000. Pepsi tried a variety of formulation and packaging changes over the years for Sierra Mist, to little effect.

It’s USP this time around? Marketing to Gen Z – although this decision is questionable seeing that Sprite already succeeds with that demographic. Packaging on promotional materials for Starry describes it as “a purpose-driven brand built for Generation Z,” and “[a] crisp, refreshing formula with a bite to win, share2 and grow the category.” The packaging said Starry offers “a fun escape” and “a mental recharge” while “taking steps on sustainability.”

Continue reading on Wishu