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The Swirl: September 12, 2016

We may not be doctors, but we'd like to think yes. You now have an excuse to go grab that second (or fifth) cup of joe. In this edition: a new drinking game, NFL hype, and a new man on the street.

WORD OF THE WEEK

Positive psychology (n) - the study of discovering how we can be happier and more productive by recognizing our virtues, developing our strengths, and embracing positivity. Also a great way to build an effective team.

I'M SO FANCY

Ever heard of a sommelier? If not, it's a fancy term for a wine expert. But wine enthusiasts aren't the only ones who get to have fun. Beer also has different flavors and tasting notes, and Stella Artois' latest effort is on a mission to make beer tasting a thing. They just released a music video with The Roots that highlights all of the great Stella flavors. The song is meant to represent the sweet and bitter tastes associated with the beer. And if that's not cool enough, the microsite is even better. Visitors are encouraged to drink a beer while watching the music video and rate what they're tasting on a bitter/sweet scale. At the end, you get your tasting preferences. And we all now have a new hobby. Cheers.

WHY IT MATTERS

The video is being claimed as the "first music video you can taste" and comes from the idea that sounds can influence your sense of flavor. Pretty cool, right? More than that, the brand has created one of the most engaging experiences we've seen yet. They've managed to take a digital channel and make it sensory. The goal of the video is to connect with millennials. And between their love of food and art, this is definitely a win. Happy beer tasting - who's ready to become a cicerone?

DAB ON EM

NFL season is finally here, and while the dab might not be back, Cam Newton is making some new appearances. Last week, we spotted the MVP in Under Armour's new ad as part of their "It Comes From Below" campaign. He's looking more intense than ever, and there's no denying the spot has some similarities to the Phelps version released earlier this year. Like dark cinematography, surreal touches, and the story of an athlete working behind the scenes to make amends. What you won't see: a football (or a dab ). Instead, the spot focuses more on Newton's exceptional footwork and determination as he runs through a forest. The ad ends as Newton emerges from the forest into an open road. Insert chills here. It's intense, captivating, and inspiring all at the same time. In other words, an Under Armour touchdown.

WHY IT MATTERS

If you didn't know how Cam was feeling before, you definitely know now. And there's a reason the spot feels so real. The ad was designed almost completely by Newton himself. From choreography to clothing, he was heavily involved in the creative direction. It's even set to a voice-over of his mother. It works because the story is authentic, genuine, and perfectly captures the challenges all athletes go through. I think it's safe to say that Under Armour has mastered the art of emotional connection. Who wants to go buy some cleats?

DOS EQUIS JUNIOR

Remember the Most Interesting Man in the World? After an impressive 10-year run, Jonathan Goldsmith said goodbye to his iconic Dos Equis ad character. The brand told us that we could expect a new man later on in the year, and that promise just came true. Last week, Dos Equis introduced the new man on the street, Augustin Legrand, in an opening spot that introduces the character. If you haven't seen it yet, you'll notice a bit of a shift. Instead of reminiscing about past glories, the new guy will be more hands-on in seeking his adventure. He's edgier, more daring, and let's not forget to mention, much younger. Sort of like James Bond, but not. The spot gives you a quick preview of his latest adventures, including smashing coconuts and well-diving for soccer balls. YOLO.

WHY IT MATTERS

Change is hard. There has been some backlash against the new character, but from a marketing perspective, it could be just the thing Dos Equis needs. There's no doubt Goldsmith was an awesome character for the brand, but it's been ten years since his first debut. Times have changed, new generations have aged. The effort is Dos Equis' response to the multicultural drinker base that has expanded over the past few years. And while it might be hard to adjust at first, you have to give the brand credit for revolutionizing a strong strategy to reflect its current state. As consumers change, you have to be willing to adapt. And Dos Equis has done just that. If you're anti-Legrand, we hope he grows on you. Only time will tell.

FINAL FOOD FOR THOUGHT

Dissatisfaction might not be a bad thing after all.