Taco Bell Learns: Captions Matter

Yesterday, Taco Bell announced the impending introduction of plant-based menu items, which it will launch thanks to a partnership with Beyond Meat. [Learn about the menu items and why the brand is launching them now.] The chain also touted the return of its potatoes, which were temporarily removed when it streamlined its menus during the pandemic.

Taco Bell announced the return of spuds in a Twitter video featuring a talking potato bearing the voice, eyes and lips of CEO Mark King. The video was generally positively received—with one caveat: Although she loved the idea, social media manager Alexa Heinrich pointed out in a Voice piece that it lacked captioning, severely limiting its reach.

Most viewers watch online videos with sound off, and omitting captions poses an accessibility issue.

But Taco Bell heard Heinrich's message loud and clear, and responded by tweeting a version of the video with captions included.

Cheetos is known for its high-budget, cinematic Super Bowl ads with action-heavy plots and big name stars. (Just look at last year’s ad.) And it looks like 2021 will be no exception, as the brand dropped a teaser for its impending Big Game ad. The 30-second teaser features a crime-solving Ashton Kutcher, who finds incriminating evidence in a case of theft involving the brand’s recently released Cheetos Crunch Pop Mix. Watch the teaser here.

Consumers Are Fine With Politics in Super Bowl Ads—But Mass Appeal Matters
How do you go political in a Super Bowl ad without your brand self-destructing? The key lies in aiming broadly, says a new survey from Morning Consult, by focusing on things most people can agree on, like helping veterans, thanking healthcare/essential workers, mask-wearing and more. Check out the other politicized topics that will play well in 2021.

Like many broadcasters, The CW hasn’t had a great time during the pandemic. The network was one of the first to delay its 2020-21 TV season until January 2021, opting not to rush shows into production for safety reasons. As a result, it took a big ratings hit—but never fear, Batwoman and other series are on their way this month.

Discover the 12 scripted original series debuting or returning over the next two months.

Although museums in New York have reopened (with health restrictions), many people are still not interested in visiting. So The Metropolitan Museum of Art partnered with Verizon to create a virtual, mobile-only experience that you can enjoy from home, with more than 12 digital galleries and 50 works of art from the collection. Take a look.

Don't miss the chance to save up to $350 on your all-access pass for Challenger Brands, a Brandweek live virtual experience on Feb. 22-25.

Register today and join us as we gather leading challenger, incumbent and legacy brands to share insights on the Main Stage, lead Breakout Sessions on topics key to succeeding in this new era of disruption and Masterclasses in areas critical to personal and professional growth. Pass prices increase tomorrow.

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