Brand Strategy: Page 2
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Wow Bao links restaurant rewards to Roblox in platform-first integration
Metaverse hype may have dissipated, but brands remain interested in leveraging games like Roblox to connect with Gen Z and Gen Alpha.
By Peter Adams • April 11, 2024 -
Quaker illustrates the power of mornings with interactive photo series
“100 Reasons to Rise” portrays how mornings can unite people, with the stories of 100 “humble heroes” detailed via an interactive digital experience.
By Jessica Deyo • April 11, 2024 -
Trendline
Top 5 stories from Marketing Dive
A look at how areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.
By Marketing Dive staff -
Hennessy refreshes brand with a focus on versatility
Accompanying a fresh visual identity is “Made for More,” a campaign by Wieden+Kennedy Amsterdam featuring actors Teyana Taylor and Damson Idris.
By Sara Karlovitch • April 11, 2024 -
Puma rallies around sport performance for largest marketing investment yet
The global campaign spearheaded by Matte Projects also marks the first time the sportswear brand has run a unified message across its portfolio.
By Peter Adams • April 10, 2024 -
Pedigree adopts AI to give ‘glow ups’ to shelter dog ads
Adoptable combines proprietary artificial intelligence with the brand’s global media reach to create more engaging ads that aim to shorten adoption times.
By Chris Kelly • April 10, 2024 -
Dove pledges to not use AI models in lieu of real women in its advertising
Indie agency Soko developed the global marketing effort, with Media.Monks handling social, digital out-of-home and other aspects.
By Peter Adams • Updated April 9, 2024 -
Coca-Cola heads to Marvel universe for new spot, packaging campaign
Scannable Coca-Cola and Coca-Cola Zero Sugar packaging will feature more than 30 Marvel characters who come to life via augmented reality.
By Chris Kelly • April 8, 2024 -
Chipotle levels up gaming efforts with Tekken 8 in-game perks, menu item
As an official partner of the fighting game, Chipotle will also make Tekken 8 the title game for the return of its Challenger Series esports competition.
By Jessica Deyo • April 8, 2024 -
Kraft cooks up brand refresh, creative platform for unified sauce line
Handled by Wieden+Kennedy, the creative platform debuts on Instagram, TikTok and YouTube with content poking fun at “serious chef culture.”
By Jessica Deyo • April 3, 2024 -
How marketers can navigate the legal pitfalls of generative AI
Panelists at the IAB Public Policy and Legal Summit outlined some of the issues marketers must contend with while using the technology.
By Chris Kelly • April 3, 2024 -
Q&A
How Papa Johns’ new brand platform connects pizza to marketing transformation
CMO Mark Shambura delves into the “Better Get You Some” campaign, the first major effort handled by creative AOR The Martin Agency.
By Chris Kelly • April 2, 2024 -
IBM shows the dangers of marketers using ‘fishy’ generative AI
The tech giant turned the Las Vegas Sphere into a fishbowl of wonky fish to show what its Watsonx AI platform and Adobe’s cloud offerings can prevent.
By Chris Kelly • April 1, 2024 -
Velveeta unveils cheese-inspired hair dye with Julia Fox
As part of the brand’s “La Dolce Velveeta” platform, the actress debuted the yellow-hued, semi-permanent hair color at a New York Knicks game.
By Jessica Deyo • April 1, 2024 -
GroupM doubles down on women’s sports, with support from major brands
A new dedicated marketplace will be a part of the agency's upfronts strategy, aided by clients including Adidas and Unilever.
By Peter Adams • March 28, 2024 -
Absolut returns to Coachella with metaverse activation, content series
The Pernod Ricard vodka brand has moved its metaverse activation, Absolut.Land, to accommodate VR and other consumer preferences.
By Sara Karlovitch • March 28, 2024 -
Manischewitz rebrands to extend appeal beyond kosher aisle
The makeover was spearheaded by Jones Knowles Ritchie, an agency that has recently helped refresh mass-market brands like M&M’s and Kraft.
By Peter Adams • March 27, 2024 -
4 marketing headwinds to watch as election season heats up
Strained budgets and a “chaotic environment for consumer trust” were top challenges identified by Forrester, which urged marketers to be proactive.
By Aaron Baar • March 27, 2024 -
Nike commits to bolder brand marketing as part of rebound plan
The Summer Olympics will serve as a showcase for some of the sportswear giant's most impactful marketing in years, executives said.
By Peter Adams • March 26, 2024 -
Inside Levi’s first campaign from new creative AOR TBWA\Chiat\Day
CMO Kenny Mitchell explains how “The Floor Is Yours” will “pass the pen” to consumers via a global casting call for a role in a music video.
By Chris Kelly • March 25, 2024 -
Mtn Dew reaches out to gamers, outdoor enthusiasts with rewards programs
In a move to target niche audiences, special packaging from the PepsiCo brand offers codes redeemable for products from brands like Xbox and GoPro.
By Jessica Deyo • March 25, 2024 -
PepsiCo creates Flamin’ Hot brand to highlight fast-growing chip flavor
The Doritos and Cheetos maker said the platform will make it easier for consumers to find the 25 products within its portfolio that have the seasoning.
By Christopher Doering • March 25, 2024 -
Miller Lite’s ‘Great Taste, Less Filling’ debate returns with nostalgic push
Leo Burnett spearheaded creative that features a number of famed athletes coming out of retirement to debate Miller Lite’s best qualities.
By Peter Adams • March 21, 2024 -
Q&A
How Lowe’s loyalty program is the ‘spine’ for personalization efforts
Head of marketing Jen Wilson detailed the insights behind the retailer’s latest campaign and partnerships with Google and Meta around retail media.
By Chris Kelly • March 21, 2024 -
Starbucks sunsets global CMO role amid larger structural shakeup
Global CMO Brady Brewer is taking the reins as CEO of international while the QSR is seeking a global brand creative leader.
By Peter Adams • March 19, 2024 -
PNC leans on ‘boring’ label in new marketing campaign
A J.D. Power analyst asserted the bank’s ads, created with Arnold Worldwide, may challenge customers to see the meaning of “boring” differently.
By Caitlin Mullen • March 19, 2024