Nike makes an extraterrestrial marketing move...

Welcome back to a fresh week, and another installment of DTC Creator.

From the recent uproar over Momofuku’s ‘Chili Crunch’ to a more amicable game of Scrabble, this edition embodies the comforting warmth of a good cup of joe.

• The solar eclipse was a big deal, especially for brands looking to conquer the marketing world. Nike took the crown (with 13 million views) by taking the opportunity of the eclipse to tease their new extraterrestrial logo design in conjunction with their collaboration with Victor Wembanyama, NBA’s very own “alien”. (Link)

• Sephora, a top beauty retailer known to carry a few DTC brands, tops CPG 2024’s Most Innovative Brands List in the consumer packaged goods category. They are followed by Dove, e.l.f, Charmin, and The Farmer’s Dog. (Link)

• While people are excited about Mattel’s announcement of a live action Monopoly film, they aren’t too happy about Mattel’s new Scrabble version: Scrabble Together. This new version is a lot more mellow than a typical Scrabble, which, consumers claim, defeats the purpose of Scrabble. (Link)

• Gianluca Flore, former Burberry executive, is joining Levi Strauss & Co. as their new chief commercial officer as a part of the brand’s DTC push effort. Flore will oversee the brand’s global commercial operations, lead the DTC push, and report directly to CEO Michelle Gass. (Link)

• Panic Panties, a stylish, emergency underwear DTC brand will now be available across 5000 CVS stores. They will also still be available at current convenience stores like Duane Reade or Walgreens. (Link)

• After two years, Hailey Bieber’s DTC makeup brand, Rhode, will be choosing to enter either Sephora or Ulta Beauty by the end of this year. Many are already advising the brand to choose Sephora. (Link)

• Hill House Home, a lifestyle brand just announced that they will be introducing “Nell’s” (named after their founder, Nell Diamond), an F&B outpost within their Charleston outlet that will sell tea, coffee, sweet treats, lemonade, and soda. (Link)

• Momofuku, founded by celebrity chef David Chang, well-known and loved for their “chilli crunch” topping, isn’t happy about other companies using the name “chilli crunch” on their condiments too. In the process of trying to trademark the name, the company has sent out cease-and-desist letters to any other organisation using the name “chilli crunch”. (Link)

• DTC shoe brand, Allbirds might be facing delistment in 6 months after its stock price dropped below $1 per share for thirty straight days. Nasdaq has already issued the brand a non-compliance warning. (Link)

Extra Shots: more news from the DTC world

• L’Oréal Paris launches a “Worth It Resume” campaign that calls women to share stories of their failure and how it has helped them reach success.

• Touchland, an upscale sanitizer brand faced serious supply challenges during the pandemic, but they are now a rising star.

• Brands are looking for new approaches to influencer marketing as collaboration prices are getting a lot more expensive. 

• Frida Mom, a DTC pregnancy and baby brand is challenging the norm by hiring adult film actors to star in their latest campaign.  

• Consumer Reports are calling for the removal of Lunchables from the National School Lunch Program after finding high levels of lead and sodium in its meals. 

That’s a wrap. See you on Friday!