Brand Strategy
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Permission granted by Urban Outfitters
Urban Outfitters deepens Gen Z experiential strategy for back to school
A “UO Hauls” campaign features citywide scavenger hunts, immersive pop-ups and a U-Haul partnership aimed at helping graduates move out.
By Peter Adams • May 20, 2025 -
Retrieved from Chili's on May 15, 2025
Q&AChili’s CMO on how ‘culture pops’ supercharge the chain’s sales
The casual dining chain’s executives have cited marketing as a key factor behind two straight quarters of same-store sales growth of more than 31%.
By Chris Kelly • May 20, 2025 -
Explore the Trendline➔
sefa ozel via Getty Images
TrendlineAI and Marketing Data
Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data.
By Marketing Dive staff -
Courtesy of Oscar Mayer
Oscar Mayer’s Wienermobiles plan race ahead of Indy 500
The Kraft Heinz brand’s iconic vehicles will compete in the Wienie 500, an event that will be streamed online and features a DraftKings integration.
By Aaron Baar • May 20, 2025 -
Courtesy of Poppi
Inside Poppi’s push into gaming as prebiotic soda marketing bubbles up
PepsiCo this week finalized a $1.95 billion acquisition of the brand, which has used a “community- and culture-first approach” to marketing.
By Chris Kelly • May 19, 2025 -
Retrieved from Sprite on May 15, 2025
How Sprite tapped into a viral TikTok trend for Sprite + Tea launch
Executives detail the innovation strategy at the Coca-Cola brand, which recently became the No. 3 carbonated soft drink in the U.S.
By Chris Kelly • May 19, 2025 -
Courtesy of WNBA
Q&AHow the WNBA is building on a breakthrough season with fans, brands
As the 2025 season begins, CMO Phil Cook details the insights behind a new campaign and how the league is partnering with brands like Skims.
By Chris Kelly • May 16, 2025 -
Courtesy of Autodesk
ColumnCampaign Trail: Autodesk brings God to Earth to marvel at intelligent designs
Indie agency Giant Spoon turns actor Tony Hale into a deity to show off everything the software company can help people design.
By Chris Kelly • May 16, 2025 -
Courtesy of PepsiCo
Pepsi crashes barbecues to rid them of Coke in latest stunt
A new campaign insisting the soft drink goes best with grilled foods is timed to National Barbecue Day and includes a 60-second spot and an Instacart tie-up.
By Jessica Deyo • May 15, 2025 -
Courtesy of WBD
How Warner Bros. Discovery is letting brands tap ‘newstalgia’ for its IP
Along with bringing back the name HBO Max, WBD laid out new ways for brands to buy ads across its portfolio and integrate with its library of content.
By Chris Kelly • May 14, 2025 -
Courtesy of Airbnb
Why Airbnb booked a social-first campaign for its experiences relaunch
Global Head of Marketing Hiroki Asai explains how the company is replanting the flag around the platform's vision for travel with a new ad and app refresh.
By Chris Kelly • May 13, 2025 -
Courtesy of NBCUniversal
Inside NBCUniversal’s all-singing, all-dancing pitch to advertisers
The media conglomerate boasted a portfolio that drives $1.4 trillion of consumer spending every month — and took shots at its upfront competitors.
By Chris Kelly • May 12, 2025 -
Permission granted by Unrivaled
How Unrivaled built brand partnerships that are more than logo slaps
Sponsors including Samsung Galaxy, Under Armour and Wayfair delivered real value during the first year of the women’s 3-on-3 basketball league.
By Chris Kelly • May 12, 2025 -
Justin Sullivan via Getty Images
Brand safety comes second amid macro uncertainty: Here’s what the numbers say
Twenty-one percent of advertisers report no plans to align marketing with social issues this year, up five points from 2024, per Advertiser Perceptions.
By Sara Karlovitch • May 9, 2025 -
Courtesy of PepsiCo
Mountain Dew touts new logo with tattoo sweepstakes, TikTok Shop exclusive
The PepsiCo brand is celebrating its refreshed logo hitting store shelves this week with a social media giveaway and collaboration with Dickies.
By Jessica Deyo • May 8, 2025 -
Permission granted by Disney
Inside Disney’s ad playbook as streaming becomes ‘core growth platform’
Brands including Lysol, Amex and Poppi are taking advantage of advertising offerings from the media giant as it prepares for its upfront presentation.
By Chris Kelly • May 8, 2025 -
Permission granted by Unleashed Brands
Q&A‘For every AI, there’s an NFT’: Burger King’s ex-CMO shares lessons learned
Pat O’Toole, now chief marketer at youth-enrichment company Unleashed Brands, explains how the CMO role continues to evolve.
By Chris Kelly • May 8, 2025 -
Courtesy of Sprite
How Sprite surpassed Pepsi by living and breathing pop culture
The brand recently launched Sprite Squad, a text-and-scan activation that gives consumers access to digital experiences tied to cultural passions.
By Chris Kelly • May 7, 2025 -
Slaven Vlasic via Getty Images
Deep Dive5 years of media evolution provide few answers to brands’ chaotic 2025
Planning around tariff disruption echoes the pandemic, a moment the industry did not always meet with agility or savvy investment decisions.
By Peter Adams , Julia Himmel • May 6, 2025 -
Courtesy of Little Spoon
Little Spoon bridges the generation gap with Barney integration
The subscription-based baby food brand is tapping into ‘90s nostalgia to appeal to new parents.
By Sara Karlovitch • May 6, 2025 -
Courtesy of QVC
Why QVC is targeting Gen X with a TikTok livestream shopping event
The event is part of the network’s efforts to meet the older generation where they already are, said Vice President of Brand Marketing Annette Dunleavy.
By Jessica Deyo • May 6, 2025 -
Courtesy of Georgia-Pacific
Brawny brings back the Brawny Man for brand refresh
A new campaign includes always-on social content, influencer partnerships and real-time engagement across TikTok, Instagram and Facebook.
By Chris Kelly • May 5, 2025 -
Permission granted by Seattle's Best Coffee
ColumnCampaign Trail: Seattle’s Best Coffee makes days smoother with humor
The Nestlé brand and agency Haymaker tapped Joel McHale and director Neal Brennan for its first national push in more than six years.
By Chris Kelly • May 2, 2025 -
Courtesy of Heineken
Heineken promotes a world without social media with creators, Joe Jonas
“Social off Socials” is meant to inspire consumers to unplug and also includes tie-ups with creators like Dude with Sign, Lil Cherry and Paul Olima.
By Aaron Baar • May 1, 2025 -
Courtesy of Pantene
Pantene turns Alix Earle’s viral TikTok post into collection, campaign
The P&G brand tied up with a popular creator who raved about the effectiveness of an expired bottle of Pantene found in her family’s shower.
By Jessica Deyo • May 1, 2025 -
Courtesy of Stanley 1913
‘We’re not just a hot cup company’: What’s next for Stanley
Can the water bottle brand live past its virality? Global President Matt Navarro says it already has.
By Cara Salpini • May 1, 2025
