Can You Spot the Egg? 🥚

Get ready for a worldwide Easter egg hunt—via Google Maps. Chocolate brand Cadbury has launched a campaign with agency VCCP that allows users to hide eggs anywhere on a map and then send clues to loved ones, sending them off on a hunt across the globe to find the brand’s famous eggs. Participants will also have the option to buy and send real Cadbury eggs to their friends as rewards.

Learn how it works—and get egg hunting.

Burger King made all the wrong waves with its attempt to turn the “Women belong in the kitchen” trope on its head in a (now-deleted) Twitter thread on International Women’s Day. In this Voice piece, Jasmine Atherton dissects how the stunt, however well-intentioned, missed the mark and invited toxicity and prejudice to prevail in the discussion—and what other brands can learn from it. 

“On a day that is meant to celebrate the achievements of women, Burger King played into stereotypes,” Atherton writes.

At the IAB’s Annual Leadership Meeting, Google’s Jerry Dischler provided some clarification about how the company will approach the end of the third-party cookie. His talk included the insistence that Google’s ad stack will not have bias, backdoors or special privileges under its policies, and publishers using Google Ad Manager will have full control over their direct relationships. 

Adweek’s Ronan Shields explores the implications: The best way to build and maintain relationships with consumers, Dischler said, “is with a comprehensive first-party solution that has the appropriate tagging infrastructure.”

Streamer Disney+ has reached yet another significant milestone, surging past 100 million paid subscribers after only 16 months, including adding over 5 million since the beginning of this year. CEO Bob Chapek says the numbers will encourage the platform to boost its investment in quality content, with a target of 100+ new titles per year including those among its most popular franchises like Marvel, Star Wars and Disney animation and live action. 

Find out what else is on the horizon for the popular streamer, and what’s helping it succeed.

Also in TV and Streaming news: 

Occupying the slot after the Super Bowl has long been known as a death sentence for TV show debuts, but The Equalizer starring Queen Latifah has broken the curse and earned a Season 2 renewal.

Heavyweight cannabis products are making their way into the market, often unapologetically in the case of Seth Rogen’s Houseplant brand. These powerful products are aimed squarely at the most experienced of cannabis users. But at the same time, efforts to cap the THC content of product are making their way to lawmakers, with those in Florida proposing a 10% limit on THC content for flower and 16% on edibles. 

These initiatives may go national too: Some say it’s about public safety, but cannabis advocates say it’s a smokescreen.

Briefly:

Join us for #AdweekChat on Twitter at 2 p.m. ET.

Last Wednesday during our weekly #AdweekChat, we talked to our friends from #MarketingTwitter about the state of and outlook for NFTs. Participants including Samina Sultana, Moshe Isaacian and Kennyatta Collins predicted that the hottest types of creative NFTs will be digital art, music, video clips and gaming elements like custom skins. Today, #AdweekChat is dedicated to recognizing women in marketing.

After 70% of consumers indicated that they felt the term “normal” on packaging had a negative personal impact, Unilever made the decision to eliminate the term from its personal care products, which includes major brands like Dove and Axe.

Keep up with the rapid transformation of media and learn how to build a future-forward marketing strategy at Adweek’s Mediaweek, April 14-16. This live virtual summit will bring together expert speakers, including Karla Davis, VP of Integrated Marketing and Media at Ulta Beauty, Professor Scott Galloway, Professor of Marketing at NYU’s Stern School of Business, Marla Kaplowitz, President and CEO of 4A’s, Bill Tucker, Group EVP at ANA and many more, to share insights on the Main Stage, lead Workshops and lead Masterclasses. Register by March 17 to save 40% on your pass.

The new report is co-chaired by IBM Watson Advertising and Nielsen.

Country music singer Kane Brown is kicking off the initiative.

Founder of Yo Soy AfroLatina demonstrates the impact of aligning your career with your passions.

The snack brand’s latest product arrives as Americans continue to eat at home.

Understanding starts with empathy.

The retailer continues to experiment with social commerce.