Deep Dive

Industry insights from our journalists


  • story image
    Image attribution tooltip

    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images

    How Miller Lite and Bud Light's epic clash shook the marketing world

    It’s a feud as old as light beer itself, filled with lawsuits and smear campaigns. However, waning interest in beer has heightened the stakes for both brands.

    Sara Karlovitch • May 24, 2022
  • story image
    Image attribution tooltip

    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images 

    Burger wars: How Burger King's rivalry with McDonald's reverberates through adland

    Despite McDonald's boasting twice as many restaurants, five times the ad budget and 10 times the revenue, Burger King's marketing innovations have had lasting impact.

    Chris Kelly • May 17, 2022
  • story image
    Image attribution tooltip

    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images 

    Brand rivalries that helped define modern marketing

    In this series, Marketing Dive explores enduring showdowns that have shaped the industry and how those dynamics are again shifting as brands prep for a post-pandemic world.

    Julia Himmel • May 10, 2022
  • story image
    Image attribution tooltip

    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images

    Sneaker supremacy: Nike and Adidas battle for brand love

    Duking it out over six decades, the athletic wear companies influenced sports marketing and culture like few others. Who dominates in the stretch ahead may hinge on innovation and acting on pledges.

    Natalie Koltun • May 10, 2022
  • story image
    Image attribution tooltip

    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images 

    How Coke and Pepsi's rivalry shaped marketing — and where it goes next

    As the most enduring consumer brand rivalry enters a new phase in the metaverse, tall orders around sustainability may demand cooperation over competition.

    Peter Adams • May 3, 2022
  • How prepared is the ad industry for a cookieless future?

    Despite shifts in marketer priorities and stark warnings from experts, it's still not clear how advertisers will navigate the landscape after third-party cookie deprecation.

    Chris Kelly • April 26, 2022
  • story image
    Image attribution tooltip
    Permission granted by Hostess Brands

    With a portfolio of iconic snacks, Hostess Brands sweetens its business for another century

    Just a decade after bankruptcy, the Twinkies maker is thriving under CEO Andy Callahan, who has prioritized innovation and moving its iconic offerings into faster-growing occasions.

    Christopher Doering • April 1, 2022
  • story image
    Image attribution tooltip
    Courtesy of Lego

    Brick by brick: How Lego continues to build a toy empire

    The retailer celebrates its 90th anniversary this year. With over $8 billion in sales and IP deals that tap into pop culture, it shows no signs of slowing down.

    Kaarin Vembar • March 29, 2022
  • story image
    Image attribution tooltip
    Leon Neal / Staff via Getty Images

    Brands face another test as emotions run high around Ukraine war

    There's clear consumer demand to cut ties with Russia, presenting a moral quandary for companies wanting to support employees or provide vital products.

    Peter Adams • March 16, 2022
  • story image
    Image attribution tooltip
    Courtesy of Burger King

    How QSR marketers are riding the plant-based food wave

    Marketing plant-based foods, whether made in-house or with industry partners, comes with its own challenges as chains stay true to their brands.

    Chris Kelly • March 8, 2022
  • story image
    Image attribution tooltip
    Anthony Kwan via Getty Images

    Can brands stay safe in the metaverse?

    As marketers explore how the metaverse fits into their strategy, brand safety should be top of mind.

    Sara Karlovitch • March 1, 2022
  • story image
    Image attribution tooltip
    Christopher doering/Marketing Dive

    Once an afterthought, brand licensing reaps billions for CPGs hungry for growth

    Hershey, Conagra and Post are a few companies using the strategy to expand their business, build equity and keep products relevant.

    Christopher Doering • Feb. 22, 2022
  • story image
    Image attribution tooltip
    Courtesy of Virtual Brand Group

    Should more retailers be on Roblox?

    The platform is used by millions of tweens daily, and ignoring it may cost brands loyalty, revenue and a future audience. 

    Kaarin Vembar • Feb. 17, 2022
  • story image
    Image attribution tooltip
    Courtesy of Rocket Mortgage

    Super Bowl LVI ads stick to old scripts as digital innovations prove divisive

    Celebrities and nostalgia tactics only succeeded when in line with brand identity, while marketers mostly missed an opportunity around purpose.

    Peter Adams and Chris Kelly • Feb. 14, 2022
  • story image
    Image attribution tooltip
    Retrieved from BMW on February 09, 2022

    'We're back': Humor, optimism make a big return in Super Bowl LVI ads

    Celeb-studded campaigns and newcomer categories like cryptocurrency represent an eye on a future less bogged down by today's doom-and-gloom.

    Peter Adams • Feb. 10, 2022
  • story image
    Image attribution tooltip
    Retrieved from Unsplash on July 22, 2021

    How media conglomerates are plotting the future of measurement and identity

    NBCUniversal's moves in advance of the Olympics and the Super Bowl hint at what's to come at the upfronts and beyond.

    Chris Kelly • Feb. 8, 2022
  • story image
    Image attribution tooltip
    Thomas Lohnes / Stringer via Getty Images

    The path forward for fashion's sustainable future may be affordability

    Sustainability sells, but how can retailers market around the trendy topic when eco-friendly products are often inaccessible to the average consumer?

    Natalie Koltun • Feb. 1, 2022
  • What's next for advertisers as Google changes course again on cookie alternatives

    Google has replaced its embattled FLoC proposal, complicating the data privacy landscape as the countdown to a cookieless future continues.

    Chris Kelly • Jan. 28, 2022
  • story image
    Image attribution tooltip
    oatawa via Getty Images

    Can retailers grab more CPG ad dollars without repeating digital media's mistakes?

    While firmly in a boom time — U.S. spending on retail media doubled between 2020-21 — the category contends with saturation and bumpy transitions.

    Peter Adams • Jan. 25, 2022
  • story image
    Image attribution tooltip
    Courtesy of DoorDash

    Can restaurant marketers get digital right while facing panoply of pressures?

    Amid labor, supply chain and inflationary issues, 2022 will be a year of increased pressure to deliver on fronts that span media, ordering and loyalty.

    Chris Kelly • Jan. 18, 2022
  • story image
    Image attribution tooltip
    Dia Dipasupil via Getty Images

    Looking ahead: 9 trends that will steer marketing in 2022

    Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.

    Peter Adams, Chris Kelly and Natalie Koltun • Jan. 11, 2022
  • story image
    Image attribution tooltip
    Retrieved from Ford on December 22, 2021

    The road ahead: How legacy auto brands will level the EV playing field in 2022

    After setting the stage with lofty product announcements, carmakers will focus on value, range and brand heritage to close the gap with disrupters like Tesla.

    Peter Adams • Jan. 4, 2022
  • story image
    Image attribution tooltip
    Courtesy of Popeyes

    9 campaigns that struck a chord in 2021

    Despite the year's unfulfilled promises, efforts by the likes of Coke, Burger King and Tide delivered boldness and resonated with consumers.

    Peter Adams, Chris Kelly, Natalie Koltun and Asa Hiken • Dec. 7, 2021
  • story image
    Image attribution tooltip
    Courtesy of Together Labs

    Why the metaverse could be a breakthrough in privacy-compliant digital marketing

    Through cookie alternatives and lessons learned from past digital marketing efforts, brands can hit reset on privacy in the metaverse.

    Asa Hiken • Nov. 30, 2021
  • story image
    Image attribution tooltip
    Retrieved from Target on November 23, 2021

    How brands are turning inclusive holiday campaigns into more than 'inspiration porn'

    Target and Starbucks lead the way for marketers trying to authentically embrace diversity and inclusion during a busy yet reflective season.

    Chris Kelly • Nov. 23, 2021