A heavily tongue-in-cheek campaign for Coors Seltzer shows drinkers dramatically explaining the gravity of their great “sacrifice”—that is, to kick back and enjoy a seltzer. What makes the drunken deed so honorable is that it helps the environment: The brand is partnering with nonprofit Change the Course to help clean up rivers. Coors Seltzer is also searching for more “volunteers” to drink the 175,000 12-packs it’s giving away, each of which will restore 500 gallons of river water.

Watch: “Giving this much hurts,” says one woman in a hammock. “But it’s a small price to pay.”

Trump has returned to the White House, meaning that the candidates’ marketing is ready to resume for the home stretch of the election—but his Covid-19 diagnosis represents a shift in its course. As the most crucial brands of 2020, the presidential campaigns are navigating the same sort of upheaval as every other brand: knowing when to pause, how to deal with shifting news and health updates and more. Both Trump and Biden’s spends already roller-coastered in response to the diagnosis, and more changes may come.

How things will change: Biden’s campaign has been pushing generally on getting out the vote, but experts say he needs to be more specific.

More in election news and marketing:

• Facebook will temporarily halt all U.S. political ads on its platform after the polls close on Election Night in America. The stoppage is expected to last a week, but the company hasn't committed to an exact timeline.
• The “Vote for Them” campaign from GSP for the Courageous Conversation Global Foundation leverages classic campaign signage designs featuring police brutality victims' names to reminds people that it’s not just a vote for a candidate.
• After last night’s vice presidential debate ends, Starz made a political statement in its first-ever debate ad, which will promote The Spanish Princess with a charged message aimed at viewers: “Fight Like a Woman.”
• This political ad combines both the majesty and the scavenger nature of the bald eagle in a way that will straight up break your heart. 
• Want to live under a rock until the election is over? Hotels.com has the place for you.

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The countdown to cookie-pocalypse has begun, and the existential dread has set in. But what will this new landscape look like? The Google Chrome browser team’s Privacy Sandbox proposed the use of aggregated data to gauge ad performance based on APIs, such as Trust Tokens, Click Through Measurement, Federated Cohort Learning and Private Interest Groups, Including Noise (PIGIN), the last of which is a means for advertisers to track interest groups. 

Inside the issues: Both antitrust and privacy concerns over Privacy Sandbox’s PIGIN proposal remain in the air, and the solutions are… equally avian.

• Also in ad tech: IBM is adding three new tools to its spate of ad product releases this year as it continues to build out a suite of AI-powered targeting offerings that don’t rely on cookies or trackers. 

The place “where the pets go” is overhauling its image to reflect pet owners’ values. It’s not only reimagining itself as a pet-focused health and wellness company, but it’s also taking a stand against products that are largely perceived to be inhumane: It will no longer sell shock collars and is using the hashtag #StopTheShock to spread the word. It’s even challenging other brands to cease selling many of the products.

Getting real with pet food: Learn what additional health-focused measures the brand is taking to help out pets and their people.

More of Today’s Top News & Highlights

• Last-Second Ads Prior to Purchase and New Funding Are Driving Cooler Screens’ Expansion
• What Direct Mail Slump? PostcardMania Saw a 26% Earnings Boost in Q3
• How a Difficult Reinvention Helped Colle McVoy Get on a New Business Hot Streak
• Peloton’s Head of Marketing Dara Treseder on Making Moves Centered on Your Passions
• ThredUp Rebrands to Reflect a New Generation of Proud Thrifters

• Small Businesses Are Struggling But Remain Hopeful
• Reinventing Restaurants With Digital Commerce
• How Authenticity Can Help Brands Connect With Consumers This Holiday Season

See all of Facebook’s Partner Expert Posts.

The new and spine-tingling “Don’t Stream Alone" campaign from HBO Max leverages the platform’s collection of spooky films, from classics like Night of the Living Dead to more recent hits like It, Us and The Invisible Man. In addition to getting viewers watching, the campaign also seeks to bring people together for Halloween when we’re all feeling isolated. It’s the latest move by a streamer to celebrate (creepy) community, following Hulu’s Huluween celebration.

Screaming for streaming: The space is getting more and more crowded, so streamers are competing for thrill-seeking eyeballs with their Halloween offerings.

On day two of Convergent TV, a live virtual summit on Oct. 13-14, we'll explore measurement and attribution. Hear insights and strategies on adapting and thriving in the new landscape from industry leaders, such as Brian Wieser of GroupM, Scott Brown of Nielsen, Jane Clarke of the Coalition for Innovative Media Measurement, Scott Rosenberg of Roku and more. Save your virtual seat now.

The Cookie-less world is fast approaching. What should marketers know about the new—and better solutions being developed?  This Institute of Brand Marketing course offers you four short lessons designed to take you no more than 10 minutes each. It will focus on understanding the limits of cookies as a means for identifying customers and exploring new methods such as identity solutions and the significant advantages they offer for marketers and consumers. Plus, you’ll learn the different ways that the community is responding to the quest for solutions.

The course is complimentary. Sign up now.

McCafe Bakery is bolstering its morning offerings

The branded adaptation helps preserve a consumer tradition

Consumers are viewing brands and their shopping experiences very differently

The beauty brand once again teamed up with creative studio Movers+Shakers

Donut chain introduces the notion of reverse trick-or-treating