Deep Dive: Page 2
Industry insights from our journalists
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Justin Sullivan/Getty Images via Getty Images
Brand backlash: Are 2023’s epic marketing fails part of a bigger problem?
High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.”
Peter Adams • Nov. 28, 2023 -
Courtesy of Sam's Club
Sleigh the season: Will caution stifle the holidays or can marketers win?
Consumer spending is expected to surpass pre-pandemic figures, but brands are proceeding carefully as uncertainty looms.
Jessica Deyo • Nov. 16, 2023 -
Permission granted by Stanley
The rise of the Stanley tumbler: How a 110-year-old brand achieved viral success
Historically marketed to workmen and outdoorsmen, the brand unlocked the power of women selling to women with the help of a group of influencers.
Caroline Jansen • Nov. 14, 2023 -
Sean Gallup / Staff via Getty Images
Retail media’s standardization race is heating up — what’s at stake?
Calls for industry unity are growing as marketers stamp their feet about its fragmentary state, but the push for shared best practices faces an uphill battle.
Peter Adams • Aug. 17, 2023 -
Courtesy of American Eagle
Back-to-school 2023: Can marketing transcend the turbulence?
Top marketers from American Eagle and Amazon weigh in on strategy as the season’s spending forecast paints a gloomy picture.
Jessica Deyo • Aug. 8, 2023 -
Permission granted by Dunkin'
6 campaigns that broke through the creative rut of H1 2023
Though tightened advertiser budgets have spurred a sense of dullness, bets on buzzy tech, experiential displays and major refreshes seized the moment.
Peter Adams and Jessica Deyo • July 11, 2023 -
Joe Raedle/Getty Images via Getty Images
Culture wars rage on, forcing marketers to decide whether to reevaluate or retrench
The dual forces of the backlash to inclusive marketing and the rapid rise of generative AI could lead marketers to reconsider the role of brands and how to advertise in H2 and beyond.
Chris Kelly and Shaun Lucas • July 11, 2023 -
Shaun Lucas/Marketing Dive
Marketing in 2023: H1 by the numbers
Measurement uncertainty, budget changes and platform shifts were top of mind.
Jasmine Ye Han • July 11, 2023 -
Daphne Howland/Marketing Dive
How Target went from loud and proud — to silent
The retailer remains quiet after pulling some Pride merchandise due to safety concerns. LGBTQ+ groups and marketers say that sends the wrong message.
Daphne Howland • June 7, 2023 -
Courtesy of Maybelline
How legacy beauty brands are aging down to reach Gen Z
Ever-changing trends and flashy brands like E.l.f. Cosmetics are challenging giants like Estée Lauder and L'Oréal to draw from a new playbook.
Jessica Deyo • June 2, 2023 -
Retrieved from Unsplash on July 22, 2021
Mythbusting the JIC, weaponizing the MRC: What’s up with measurement?
Execs from a new industry consortium focused on persistent measurement issues have been touting their rapid progress and Nielsen's potential role.
Chris Kelly • May 15, 2023 -
Photo illustration: Bazooka Candy Brands; Industry Dive
How Bazooka Gum uses nostalgia to drive sweet success
More than 75 years after the iconic pink bubble gum first launched, it’s still popular for the flavor, texture and comics that made it famous — and that isn't likely to change.
Megan Poinski • April 19, 2023 -
Kinwun via Getty Images
Will metaverse marketing survive the current tech rout?
Brands remain active despite a lot of doomsaying, though experts agree they must prioritize compliance as platforms like Roblox tighten their policies.
Peter Adams • April 5, 2023 -
Courtesy of Rémy Martin
A new era for alcohol advertising gets a slow start
AB InBev ended its 33-year hold on alcohol advertising for Super Bowl LVII, inviting new entrants like Crown Royal and Rémy Martin to capitalize on the hype.
Sara Karlovitch • Feb. 17, 2023 -
Retrieved from M&M's on February 13, 2023
‘Safe, lazy, boring’: How Super Bowl LVII ads mostly fumbled
Celebrity fatigue was prevalent in a night overly reliant on famous faces doing goofy humor, while a handful of emotionally driven spots hit the mark.
Peter Adams and Chris Kelly • Feb. 13, 2023 -
RainStar via Getty Images
Has TV ad measurement’s day of reckoning finally arrived?
Major industry players have come together to push for alternative currencies, but Nielsen has proven resilient, even amid challenges to its monopoly.
Chris Kelly • Jan. 30, 2023 -
Spencer Platt / Staff via Getty Images
9 marketing trends to watch as 2023 tests transformation bets
Pivots to ad-supported streaming, alternative measurement currencies and new social platforms all face challenges as consumers simplify their choices.
Peter Adams, Jessica Deyo and Sara Karlovitch • Jan. 18, 2023 -
Permission granted by Casey's General Stores
C-store chains are betting on retail media in 2023. But at what cost?
On the heels of 7-Eleven announcing its first venture into the space, retail media promises to bring new growth and opportunities — as well as challenges — for c-stores.
Brett Dworski • Jan. 13, 2023 -
Retrieved from Old Spice on February 24, 2022
9 campaigns that boosted the mood in 2022
Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonald’s, Old Spice and Chipotle found a way to cut through the noise.
Peter Adams, Jessica Deyo and Sara Karlovitch • Dec. 12, 2022 -
Retrieved from 7-Eleven media kit.
Behind the making of 7-Eleven’s retail media network — and what c-store operators can learn from it
The chain’s Gulp Media is the first of what will likely be many retail media enterprises in the industry as companies wrestle with higher costs and an evolving digital landscape.
Brett Dworski • Nov. 28, 2022 -
FG Trade via Getty Images
Gift giving meets revenge living: Why experiences are so important this holiday season
Consumer spending this year could meet last year’s totals, but with fewer gifts expected to be given, landing the sale just got harder.
Jessica Deyo • Nov. 14, 2022 -
AndreyPopov via Getty Images
As retailers sell more ads, marketers’ frustrations and fears grow
Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants.
Peter Adams • Nov. 8, 2022 -
Phynart Studio via Getty Images
How an empowered creator economy is challenging marketers
Likes no longer equal success, authenticity sells and TikTok’s highest paid contributors just launched their own enterprise, leaving marketers on a continuous pivoting loop.
Jessica Deyo • Sept. 20, 2022 -
Courtesy of Molson Coors
Cold beer, hot planet: How two very different beer brands respond to climate change
Coors Light and Corona have become more environmentally friendly in ways that remain true to each brand's positioning.
Sara Karlovitch • Sept. 13, 2022 -
diane39 via Getty Images
Back-to-school challenges marketers as shoppers focus on savings
Brand loyalty is out the window amid economic distress, tasking brands and retailers to find new ways to court once-faithful customers.
Jessica Deyo • Aug. 10, 2022
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