Brands must own their content:
Brands shouldn’t just sponsor the content, they must be part of the content. Example; Pepsi sponsored Evel Knievel jumping off ramp, Pepsi did not own the content… I the other hand Redbull threw a man from space, Redbull created content an own it.

The video is just a cake… But the Beer; Medalla Light isn't just hanging around, this is no “brought  to you by” Medalla Light… the Beer is the cake, the cake is made with the Beer, Medalla Light owns the content, is the center piece in a naturally not so “in your face” way. It makes the content more viral, organic, more emotional. Content created by brands must be content that can’t be tell without the brand.