The Latest

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  Column

  Campaign Trail: Cheetos soundtracks a heist with Megan Thee Stallion, Nickelback

  Chris Bellinger, chief creative officer at PepsiCo Foods U.S., explains how the brand and Gut Miami went big on the relaunch of Flamin’ Hot Dill Pickle snacks.

  Brand Strategy

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  Harley-Davidson resets brand ahead of growth strategy rollout

  The motorcycle company gets back to basics in an ad set to Willie Nelson’s “On the Road Again” that will run nationally across broadcast and streaming.

  Brand Strategy

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  Svedka addresses Gen Z’s digital burnout with Y2K-inspired flip phone

  The Svedphone includes only two features — the ability to call and text — and follows the brand’s poorly received AI-generated Super Bowl ad. 

  Brand Strategy

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  Publicis leans on Microsoft in race to lead agentic AI for marketers

  The Epsilon identity solution and consultancy arm Sapient are in focus while Publicis is also taking over Microsoft’s sizable global media business.

  Agencies

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  Kotex displays art inspired by menstruation to confront taboos

  The mobile-heavy campaign strategically places QR codes near major museums to draw attention to a virtual gallery.

  Mobile

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  Fever-Tree mixers celebrate mixology with first US creative platform

  The “Mix With The Best” effort expands Droga5’s relationship with Molson Coors, which has a strategic partnership with the nonalcoholic mixer brand.

  Brand Strategy

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  Opinion

  Will ChatGPT ads become a meaningful part of the performance media mix?

  Questions remain around whether LLM ads can be evaluated with the same rigor as the rest of advertisers’ media plans, writes AppFlyer’s Brian Quinn.

  Data/Analytics

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  P&G bets on WNBA and women’s sports with new multibrand sponsorship

  Olay, Secret and Downy are among the brands included in a multiyear deal that arrives as the league draws record viewership.

  Brand Strategy

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  Sociable: Snapchat makes a push for Snapcodes as a marketing tool

  The company said its proprietary QR codes offer advanced customization options that could help drive user engagement and conversion.

  Mobile

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  Five Guys serves up largest integrated brand campaign to date

  Created by indie agency Chemistry, “Your Burger Guy” will roll out across film, social, digital, audio and in-store channels.

  Brand Strategy

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  Kikkoman embraces Gen Z’s love of Japanese culture in new campaign

  “Unleash Legendary” leverages the look and feel of anime to show off the brand’s teriyaki line and includes paid social and influencer partnerships.

  Creative

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  KFC’s Colonel dances in the name of affordable fried chicken in new ads

  A campaign by Highdive and accompanying song, “Finger Lickin’ Machine,” see the mascot defy greedy boardroom executives to keep prices low. 

  Brand Strategy

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  Q&A

  Brooks CMO on shaping a global brand vision, with help from Cynthia Erivo

  The “Wicked” and “Dracula” star is featured in video ads and social content as part of a new campaign tied to her training for the London Marathon.

  Brand Strategy

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  US Bank inks NFL sponsorship in latest step of brand’s cultural evolution

  CMO Michael Lacorazza details a deal that enlists likely top draft pick Fernando Mendoza as the bank’s Chief Financial Playmaker.

  Brand Strategy

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  Coca-Cola says ‘I’d Like to Buy America a Coke’ in America250 campaign

  The soda giant reimagined the song from its iconic 1971 “Hilltop” ad for an effort that includes limited-edition packaging that be scanned for prizes.

  Brand Strategy

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  Estée Lauder names WPP first global media partner to centralize media efforts

  The move is designed to improve media effectiveness and represents the next step in the company’s Beauty Reimagined initiative.

  Agencies

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  Dollar Shave Club swipes at competition in first women’s grooming push

  CEO Larry Bodner calls the company’s new line “anti-Venus, anti-Billie, anti-Flamingo” and an antidote to “pink, sparkly, frilly” products pitched to women.

  Brand Strategy

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  Bic reignites ‘Flick Your Bic’ tagline for a new generation

  A humorous ad created with agency Doner cheekily sets the mood and highlights the manufacturer’s line of lighter products.

  Brand Strategy

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  How MLB is leveraging automation and data to enhance fan messaging

  The sports league has expanded its partnership with Adobe so individual clubs can create marketing that better matches how individual fans enjoy sports.

  Data/Analytics

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  E.l.f. promotes affordable beauty with true crime-inspired mockumentary

  “Vanity Vandals” attributes cluttered bathroom counters to a surplus of its affordable beauty products and includes a giveaway and Roblox experience.

  Mobile

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  Go Figure: 3 big marketing numbers from March

  From Instagram advertising to Papa John’s marketing investment, here are some important numbers marketers may have missed.

  Data/Analytics

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  Heineken raises a glass to connecting via shared musical tastes

  At Coachella, the brand’s Clinker band will sync data from Spotify and YouTube music and light up when similarities are found between consumers’ interests.

  Mobile

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  Coca-Cola reasserts fast-food dominance over Pepsi in new campaign

  For the first time, the soda giant is bringing together more than a dozen QSRs to demonstrate how diverse customers are united by their drink orders.

  Brand Strategy

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  Q&A

  How Scotts Miracle-Gro evolves marketing as gardening goes year-round

  The lawn care company is using influencers, AI and sports marketing to be an always-on partner for gardeners of all ages.

  Brand Strategy

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  Inside Walmart’s creator-driven social commerce playbook

  The company’s head of content, influencer and commerce shared the retail giant’s social principles and detailed its Walmart Creator program.

  Brand Strategy

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