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TikTok opens doors to alcohol ads, but brands are hesitant

Plus: Google's cookie conundrum

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DTC Creator
August 19, 2024

It’s Monday!

TikTok has filed its latest legal opposition to the U.S. Government's bill forcing a sell-off, arguing that the law is an unprecedented speech restriction based on speculative threats, and is seeking to either dismiss or delay the bill, potentially until 2026, hoping a change in administration might overturn it.

TL;DR:

  • TikTok and alcohol ads: TikTok now allows alcohol ads for users 25+, but brands are wary. Without solid age-gating, big names like Josh Cellars are holding off, unsure if TikTok’s move is worth the risk.

  • Nike’s comeback: Nike is back with its gritty "Winning Isn’t for Everyone" campaign, ditching softer tones for a fierce push to reclaim its edge. Led by new CMO Nicole Hubbard Graham, the brand aims to reignite its iconic status.

  • Google’s cookie pause: Google’s delay in axing third-party cookies keeps the old ways alive, but it's a wake-up call for advertisers. Now’s the time to rethink strategies and push for a privacy-first digital future.

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TikTok opens doors to alcohol ads, but brands are hesitant

TikTok is now allowing alcohol ads in the U.S., targeting users aged 25 and up. While this marks a big shift for the platform, alcohol brands are treading carefully.

Mixed feelings: Alcohol brands have a complicated history with social media. While platforms like Meta have allowed alcohol ads with strict age-targeting rules, they've also faced scrutiny for inadvertently exposing younger audiences to these ads. TikTok’s move to allow alcohol advertising is a significant step, but the platform’s policies still have limitations—especially when it comes to organic content.

The hold-up: Despite the green light from industry groups like DISCUS, many alcohol brands are holding back. TikTok’s inability to age-gate organic content is a major concern, leading brands like Josh Cellars to pause before diving in. “Until we get greater clarity...we will probably hold off,” says Dan Kleinman, Chief Brand Officer at Josh Cellars.

Why it matters: With TikTok’s huge user base, the platform offers a unique opportunity for alcohol brands to reach new audiences. But without the ability to fully control who sees their content, many brands are playing it safe for now.

The question remains: Will TikTok’s new policy be enough to convince more alcohol brands to join the platform? For now, the industry is in a wait-and-see mode.

Nike's new marketing play: a return to winning

Nike is trying to reclaim its marketing mojo with a bold new campaign, "Winning Isn’t for Everyone," and the return of veteran marketer Nicole Hubbard Graham as CMO. After years of softer messaging, this campaign is a sharp pivot back to the brand's edgier roots, celebrating the relentless pursuit of victory.

What's changed? Nike's latest push comes after a period of underperformance and criticism that the brand had lost its way under current CEO John Donahoe. The "Winning Isn’t for Everyone" campaign, launched just before the Olympics, is a clear shift from the brand's recent more inclusive, less combative tone. It channels the spirit of Nike’s glory days, embracing a "win at all costs" mentality that once made the brand iconic.

The strategy shift: Hubbard Graham, who rejoined Nike in January, is leading this charge, aiming to reconnect the brand with its core identity. The campaign asks if wanting to win makes Nike-sponsored athletes like LeBron James and Cristiano Ronaldo "bad people." The answer is a resounding no, reinforcing Nike’s belief in the power and magic of sport.

The impact: This vibe shift has resonated with fans, bringing back the gritty, competitive edge that was missing in recent years. Analysts and marketers are taking note, seeing it as a return to what made Nike great. However, it’s just one part of the puzzle. Nike still faces challenges with its product mix, retailer relationships, and internal leadership.

The road ahead: While the new campaign is a positive step, it’s clear that Nike’s journey to reclaim its top spot is far from over. The brand needs to continue aligning its marketing with product innovation and distribution strategies to fully bounce back.

Google's cookie conundrum: what it means for advertisers

Google just hit pause on killing third-party cookies, and it’s a big deal for advertisers. While Privacy Sandbox was supposed to lead us into a new era of privacy-friendly tracking, the plan didn’t quite work out. Now, instead of moving forward, we’re stuck with the old methods a bit longer.

Why this matters: This delay isn’t just a hiccup—it could keep the ad industry relying on outdated tactics, pushing more ad spend into the hands of giants like Google and Facebook. This isn’t great for innovation or the open web.

What should marketers do? With third-party cookies sticking around for now, it’s time to rethink strategies. Focus on first-party data, explore contextual targeting, and start engaging with regulators to shape the future.

The bottom line: Google’s move gives the industry a chance to reset. It’s time to push for a more privacy-centric, user-friendly approach to digital marketing. The future of the open web depends on it.