☕ Foot on the gas
How do you market a fuel-guzzling vehicle in times like these?
Marketing Brew <[email protected]>
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Morning Brew promotes its daily newsletter, highlighting the latest news on the Paramount-Warner Bros. Discovery megamerger and the auto industry's launch of refreshed full-size pickup trucks. The publication discusses the challenges of marketing fuel-hungry products amidst rising gas prices. It also mentions a sponsored message from Roku Ads Manager about holiday prep.
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595 words · about 3 min to read
October 07, 2026
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Sponsor Logo: Roku Ads Manager
It’s Wednesday. And the $111 billion Paramount-Warner Bros. Discovery megamerger that will concentrate Hollywood even further has officially closed. The new company will be known as Skydance—sort of the opposite of Digger, the last WB film to be released before the merger closed.
In today’s edition:
Tough sell? 🛻
Changing things up 🎨
In the bag 🛍️
—Jordyn Grzelewski, Jasmine Sheena, Vidhi Choudhary
BRAND STRATEGY
Gas giants
A Chevy truck next to an image of a sign with fuel prices
Morning Brew Inc, Photos: General Motors, Adobe Stock
Resilience is the word of the moment in the auto industry.
That, and “affordability” (or lack thereof)—two concepts that might seem at odds were it not for the K-shaped economy and the simple fact that drivers still need to fuel up and, sometimes, buy a new vehicle.
On that note, we’ll throw in one more: “record-setting,” which is what rising fuel prices have been as the US war with Iran drags on.
This is the somewhat confusing market into which US automakers are launching a slate of refreshed full-size pickup trucks, with new gas- and diesel-guzzling engines to match.
GM recently announced the sixth generation of its small-block V8 engine and a new version of its Duramax V8 engine for the automaker’s redesigned 2027 lineup of full-size pickup trucks. As the US auto industry steps back from electrification, analysts see a bright future ahead for internal combustion engines; Mobility Global data suggests new engine programs will bolster automaker profitability “well into the 2030s.”
But how does a brand nail the messaging around fuel-hungry products at a time when average gas prices are more than 40% higher than a year ago and the average price of diesel is $6.50 per gallon?
Continue reading to find out.—JG
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Sponsored By Roku Ads Manager
Holiday prep starts now
Sponsor: Roku Ads Manager
The biggest streaming weeks of the year are coming up fast. Last year, Roku’s top streaming weekend landed during Cyber 5 (Thanksgiving through Cyber Monday), showing that peak viewing and peak shopping happen at the same time.
To drive results in November and December, you have to start in October. Roku reports that 39% of holiday shoppers started buying gifts in October, ahead of the traditional November-to-mid-December window. And holiday content searches on Roku jumped 86% over the month of October alone.
With Roku Ads Manager, you can launch fast. Its self-serve setup, lack of DSP fees, and in-platform measurement help you learn what works and what doesn’t before the season peaks.
AD TECH & PROGRAMMATIC
Getting creative
Meta AI logo against a colorful background
Sopa Images/Getty Images
As Meta invests in its ads models, it’s encouraging advertisers to retool their approach to them behind the scenes.
Meta has provided some updated best practices on how to get ads to be ranked highly by its models, including specific suggestions on diversifying creative, according to some executives Marketing Brew spoke to. Meta is also testing creative insights metrics in its Insights API that provides ad performance data to advertisers, Meta spokesperson Alisha Swinteck said.
One concept Meta has been clarifying to advertisers is that Meta’s engines won’t rank an ad as highly if it has the same look as other creative from the advertiser or has the same opening hook, Olivia Cripps, global paid media director at the social agency Billion Dollar Boy, said. The engines will see it as fundamentally the same ad.
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