Creator Jaz Melody doesn’t have her own line of cannabis-infused beverages. But if you’ve seen an ad for beverage brand Cann on your TikTok feed, you might think otherwise.

In the past several months, Melody has become essentially the face of Cann on TikTok, where she tells viewers about the effects of its beverages, where to buy them, and their effects as an alcohol alternative in paid and organic posts. Each month, she posts between 10 and 15 TikToks promoting the beverage.

Cann was founded by Jake Bullock and Luke Anderson in 2018, who “built the brand on the back of Instagram,” Bullock told us, and as TikTok and Reels started gaining traction in recent years, he said they decided to get in on the trend.

“That’s driven so much of this shift in our focus to shorter-form video content away from some of the beautifully, painstakingly designed assets that we would have had [on Instagram] in the past,” he said. “Working with Jaz was really an entry into that.”

Melody is one of only a few creators the brand has worked with in an official capacity, and since Cann started working with her in the spring, it’s gained 9,000 new customers and clocked more than 70,000 hours in watch time on the platform, according to the company. Now, Cann has amassed nearly 28,000 TikTok followers, and Bullock said his team is looking at how to grow its creator base further.

Continue reading here.—KH

What happens in Vegas normally stays in Vegas. But in the case of the Formula 1 Las Vegas Grand Prix this past weekend, it goes on ESPN.

Last year marked F1’s grand return to the Strip after more than four decades, and ahead of that race, American Express announced a regional sponsorship of the organization, which included the three US races on the calendar. The financial services company has since expanded the deal into a global partnership spanning more than a dozen races in 2025, but it still hosted a flashy experience in Vegas this year meant to enhance the event for its customers in the market.

Vegas is “actually the No. 1 destination for US-based cardmembers,” Shiz Suzuki, VP of global brand sponsorships and experiential marketing at American Express, told Marketing Brew, later adding that “my North Star…is always to try to make that experience even better.”

Viva Las Vegas: For American Express, improving the Vegas Grand Prix race weekend for customers meant providing access to experiences and products both immediately around the track and on other parts of the Strip, Suzuki said.

At the track, American Express set up a cardmember lounge at Turn 1 for fans with tickets to the East Harmon Zone and a two-story space in the same area where any fan could make their own driver intro video. The brand also provided radios like it does at the US Open for fans to follow along with the action on the track.

Read more here.—AM

With Thanksgiving right around the corner, most people might have their minds on copious amounts of pie and the three big NFL matchups of the day. Slowly but surely, though, brands are turning their attention to the biggest football game for 2025.

Instacart will run its first Super Bowl ad in the 2025 game, it announced last week, becoming the latest of a few brands joining in on the action for the first time. The news came on the heels of Dove’s announcement that it will also advertise in the game, marking a back-to-back big-game effort after the brand sat out for almost two decades.

Cart runneth over: Instacart isn’t entirely new to football—it’s currently running a spot called “Kazoo” timed to the fall football season, according to a press release.

The decision to shell out for a Super Bowl ad—which reportedly cost $6.5 million to $7 million for 30 seconds in 2024—is part of a broader push into sports for Instacart, which has been targeting fans of leagues like the NFL, NBA, WNBA, NHL, MLB, and F1, the company said.

Instacart CMO Laura Jones, along with the brand’s internal creative studio, is leading creative efforts for the campaign, according to the company, and TBWA\Chiat\Day is serving as Instacart’s agency partner. Instacart declined to comment on the length of the ad and its placement in the game.

Lather up: Dove, meanwhile, intends to run a 30-second commercial in the fourth quarter of the Super Bowl that will build on its Body Confident Sport program, which rolled out last October and aims to discourage girls from dropping out of sports and continue competing.

Read more here.—AM

Executive moves across the industry.

• Roblox hired Louqman Parampath, formerly Roku’s VP of product management, advertising, as the platform’s VP of product for ads and commerce.
• Nissan promoted Allyson Witherspoon, previously its corporate VP of global marketing, brand, and merchandising to US CMO.
• Amazon Web Services tapped SAP’s former chief marketing and solutions officer, Julia White, as CMO and VP.