| Why Miller Lite sent a barge loaded with beer to Miami. |
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Today is Thursday. Meta’s new AI image generator, Muse Image, reportedly allows others to generate AI images of you using your posts with a simple tag. Surely nothing will go wrong. In today’s edition:
—Alyssa Meyers, Jasmine Sheena, Kelsey Sutton |
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SPORTS MARKETING Sea legs  Miller Lite |
When the Scotland men’s national soccer team started its first World Cup campaign in almost three decades just outside of Boston, the biggest story wasn’t taking place on the pitch. Instead, it was taking place at pubs around the city, where the Tartan Army—aka fans of the Scottish team—were drinking the kegs dry. So when the team headed to Miami for its third game of the group stage on June 24, Miller Lite was ready. The Molson Coors–owned brand sent a barge stocked with cases of beer to a port in Miami the day before the match as a way to celebrate the Tartan Army and try to generate some organic conversation and boost brand consideration, Courtney Benedict, VP of marketing for the Miller Lite family of brands, told Marketing Brew. Since Miller Lite isn’t an official FIFA sponsor, but still strives to “be in the mix where drinkers are,” Benedict and her team had to get creative. “We, and much of the world, were watching as situations were unfolding in Boston, and Boston learned a very valuable lesson about perhaps never underestimating the thirst of Scotland’s Tartan Army,” she said. “Everywhere I looked, I was seeing coverage about their energy, their sense of community, the fun that they’re having, and, of course, how beer is a part of that experience.” All the buzz around Scotland fans’ love of beer ahead of the national team’s Miami matchup against Brazil—coupled with the fact that Miami is a significant market for the Miller Lite business, according to Benedict—presented an ideal opportunity for the brand to get in on the World Cup action. The Miller Lite marketers got to thinking about how Miami is situated on the water, which “let us be really creative with how we were going to try to potentially preemptively solve for this issue that was happening in Boston,” Benedict said. The idea for the barge hit her desk on a Thursday night, she said, and it was afloat by the following Tuesday. Continue reading here.—AM
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Sponsored By impact.com Search is now a team sport  |
If you want to get your brand seen on AI search, then you’ll need to recruit some brand partners to help you out. Strategic partnerships go a long way in influencing AI-generated recommendations. impact.com’s article breaks down how you can develop a search strategy based on partnerships, with insights like:
- AI search is shifting discovery from clicks to mentions, and consumers are now getting most of their answers directly from AI tools.
- Being cited in AI-generated answers can increase trust, awareness, and purchase intent—even when users never click through.
- Third-party mentions matter more than owned content because AI systems often prioritize trusted sources like publishers, review sites, and partner content.
Get ready for the big game. Build a partnership ecosystem that gets your brand seen on AI search. |
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AD TECH & PROGRAMMATIC Screen time  Marco Bottigelli/Getty Images |
Digital out-of-home (DOOH) ads now account for most of the expansion in the US out-of-home (OOH) market. The DOOH market is projected to increase at a 14.2% compound annual growth rate (CAGR) from 2025 to 2030, according to a recent report from PwC. “The US segment is experiencing a critical internal structural shift: DOOH is driving nearly all expansion,” the report read. “The out-of-home (OOH) industry will reposition itself as a data-driven, highly measurable advertising channel in the face of macroeconomic complexity.” It’s not just the OOH market that’s being remolded. The report highlights emerging trends in a number of verticals, including the streaming market, which PwC suggests will rely primarily on ads to fuel future growth. The report also examines B2B marketing, which it says is transforming under the pressures of domestic inflation and generative AI in search. We pulled some other highlights from the report, which draws from public data, government reports, and interviews with market stakeholders. Read more here.—JS
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BRAND STRATEGY Loyal for long  Morning Brew |
The internet isn’t that serious. One of its original brands doesn’t have to be, either. Since Yahoo CMO Josh Line joined Yahoo in 2025, the internet brand—which was founded in 1994—has rolled out a merchandise line, struck up partnerships with buzzy brands like Liquid Death and Graza, and rolled out a “touch grass” keyboard for April Fools’ Day that sold out in 20 minutes on TikTok Shop. “We’re taking lots of shots on goal,” Josh Line, Yahoo’s CMO, told us. “I think the big thing is we’re sort of accelerating the cadence of our marketing, and I think it’s really building the mountain for the brand and for the business.” Line recently sat down with Marketing Brew to tell us more about how the brand is approaching partnerships, working with creators, and reminding longtime loyalists about the best parts of the Yahoo brand. Here are a few highlights. On finding the right brand partnerships: When you’re partnering, there’s a reason why you’re partnering—your partner has an audience and has developed trust with that audience and expectations, and can help introduce you to that audience. As we’re getting back out there, partnerships, whether it’s talent or a fashion brand, it’s helping to reinforce this…We definitely have doubled and tripled down on creators and our approach to them—everything from really creative partnerships to very lightweight partnerships. I don’t know if you’ve heard of the Staples Baddie—she works at Staples, and her content was exploding on TikTok. Well, we noticed that in her handle, she used a Yahoo email address, so we sent her a gift bag. We gifted Staples Baddie before Staples realized. We’re thinking about it in light and nimble ways. We’re thinking about it strategically. We’re thinking about it as a performance channel at this point. See more from our conversation here.—KS
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Jobs  |
Real jobs shared through real communities. CollabWORK brings opportunities directly to Marketing Brew readers—no mass postings, no clutter, just roles worth seeing. Click here to view the full job board. |
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french press  Morning Brew |
There are a lot of bad marketing tips out there. These aren’t those. Back to school already? How to make the most of this time of year alongside creators. Link up: Tips on utilizing connected apps on LinkedIn. Flow state: Five ways to make different marketing channels work in unison.
Make your voice heard: Take our quick 2-minute survey and you’ll be entered for a chance to win a $250 Amex gift card. Turn your two cents into a chance at $250.*
*A message from our sponsor. |
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Thursday Quiz What do you know?  Amelia Kinsinger |
The week’s biggest Marketing Brew stories, now in quiz form. Test yourself on the latest headlines in brand strategy, social media, influencer trends, sports marketing, and more in a quick, competitive challenge built for marketing pros. Challenge your coworkers and see how your score stacks up! Ace the quiz |
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WISH WE WROTE THIS  Morning Brew |
Stories we’re jealous of.
- The Wall Street Journal wrote about how stadium sponsors have made the most of being in incognito mode during the World Cup.
- The New York Times wrote about the brands that found an opportunity in Taylor Swift’s wedding.
- Glossy wrote about the brand behind Norwegian soccer star Erling Haaland’s hair ties.
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