Retail marketing hits and misses from the past week.
Cut-rate content: Amazon is receiving backlash from content creators for offering just $25 per video to promote products on its TikTok-esque video feed Inspire. The rate came to users’ attention after one creator screenshot a message from Amazon promising up to $12,500 for 500 videos, or $25 a piece. (@KyndhalUGC on X, formerly known as Twitter)
Bama Rush in review: This year’s sorority recruitment week at the University of Alabama, known as Bama Rush, got the attention of retailers after would-be sorority girls started posting their ’fits on social media. Now, commentators are trying to figure out what it all means. (For a good example of brands getting on board, here’s Kendra Scott on TikTok)
Too spicy: Heinz is apparently getting tired of America’s infatuation with super-spicy foods—and all those painful, eye-watering reactions posted on social media—and is pitching its lightly spiced ketchups as a less-tearful alternative. (Heinz on YouTube)
Happy anniversary, Pepsi: Pepsi is celebrating its 125th anniversary with a retro rebrand and a media blitz containing callbacks to previous marketing success stories, including the “Pepsi girl” made famous in the brand’s 1990s TV commercials. (Pepsi on Instagram)
Retail news that keeps industry pros in the know
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