Brand Strategy

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    Istock.com / Frazao Studio Latino

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    Sponsored by SheerID

    From stadium to screen: How marketers can capture Gen Alpha’s loyalty at the biggest game of 2026

    The world’s biggest game is their debut. Learn how to capture Gen Alpha’s loyalty.

    By Lara Compton, SVP, Marketing, SheerID • Sept. 8, 2025
  • LeBron James plays basketball in a Nike ad
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    Courtesy of Nike
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    Nike reframes ‘Just Do It’ as ‘Why Do It?’ to engage next-gen athletes

    The effort, created by longtime agency Wieden+Kennedy Portland, furthers the brand’s work to realign around sports and encourage young athletes.

    By • Sept. 4, 2025
  • Artificial intelligence helping businessman make strategy and forecast. Explore the Trendline➔
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    zhuweiyi49 via Getty Images
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    Trendline

    Top 5 stories from Marketing Dive

    From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here's a look at key trends driving marketing in 2025.

    By Marketing Dive staff
  • Billboards of actress Sydney Sweeney is seen outside of an American Eagle store on August 01, 2025 in New York City.
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    Michael M. Santiago via Getty Images
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    American Eagle’s celebrity marketing drew outcry — and new customers

    The brand defended its controversial ads with Sydney Sweeney, claiming the campaign contributed to “unprecedented” customer acquisition.

    By • Sept. 4, 2025
  • Peach & Lily's New York City pop-up event celebrating its summer 2025 product launch.
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    Courtesy of Peach & Lily
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    Inside Peach & Lily’s unconventional influencer marketing strategy

    The skin care brand sent unbranded versions of its product to creators for a campaign that generated engagement five-times higher than previous efforts.

    By • Sept. 4, 2025
  • Checkers and Rally's meal
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    Courtesy of Checkers and Rally's
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    Why Checkers and Rally’s are keeping the pedal to the metal on value

    CMO Scott Johnson explains how the sister chains built on a brand platform created by Partners + Napier via a partnership with rapper GloRilla.

    By • Sept. 4, 2025
  • A man with a beard wearing a blue Modelo-branded varsity jacket and cowboy hat stands in an archway holding a case of beer.
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    Courtesy of Constellation Brands
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    Modelo doubles down on college football marketing to reach sports fans

    Representing a 20% jump in spend over last year, the brand’s latest campaign sees the return of The Recruiter, a character on the hunt for diehard fans.

    By • Sept. 4, 2025
  • A photograph of a menu with Cracker Barrel branding
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    Joe Raedle via Getty Images
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    Opinion

    Cracker Barrel: Another case of the blanding of branding

    Restaurants must engage core and growth audiences to understand what they value and which brand equities to protect, evolve or retire, writes Jon Shapiro, chief creative officer of brand experience at PV&COHO.

    By Jon Shapiro • Sept. 3, 2025
  • NFL players Josh Allen and Justin Jefferson sit at a tailgate in a parking lot wearing blue Pepsi jumpsuits
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    Permission granted by Pepsi
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    Pepsi’s latest NFL blitz underscores larger marketing shift at soda giant

    New ads star Josh Allen and Justin Jefferson as Crashers who swap rival sodas for Pepsi, a concept that will be translated to real tailgate experiences.

    By • Updated Sept. 3, 2025
  • Close-up of a mobile phone recording a young woman vlog preparing salad in kitchen at home
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    FG Trade Latin via Getty Images
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    Deep Dive

    How legacy CPG brands can crack the social-first marketing code

    Ten-figure acquisitions, new agency experiments and organizational changes are underway, but the real key may be relinquishing a sense of control.

    By • Sept. 3, 2025
  • A group of people in a Dr Pepper ad
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    Courtesy of Dr Pepper
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    Keurig Dr. Pepper bets big on college football with help from Disney

    Mixed reality elements from the Dr. Pepper “Fansville” episodic campaign will be integrated into live college football broadcasts on ESPN and ABC.

    By Aaron Baar • Sept. 2, 2025
  • Sabrina Carpenter, wearing a black dress, sits on a grand piano in a black-and-white ad for Johnnie Walker
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    Permission granted by Diageo
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    Johnnie Walker strikes a bolder note with Sabrina Carpenter partnership

    Announced around the release of the singer’s new album, the multiyear pact is part of the whisky maker’s efforts to better appeal to young consumers.

    By • Sept. 2, 2025
  • Feet on shoeboxes in a DSW Designer Shoe Warehouse ad
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    Courtesy of DSW Designer Shoe Warehouse
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    How DSW’s new brand platform showcases the fun of in-person shopping

    Created with Crispin, “Let Us Surprise You” celebrates the in-store experience, as the shoe retailer does 70% of its business in person.

    By • Sept. 2, 2025
  • Depop campaign imagery for "Where Taste Recognizes Taste”
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    Courtesy of Depop
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    Depop eyes larger US presence with ads touting style ‘Depopelgangers’

    The online fashion reseller’s “Where Taste Recognizes Taste” campaign spans OOH, CTV, audio and paid social across TikTok, Meta and Pinterest.

    By • Sept. 2, 2025
  • Jägermeister's "Ice Cold Justice" game
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    Courtesy of Jägermeister
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    Jägermeister defends ice-cold shots with arcade-inspired video game

    Alongside the brand’s Stag mascot, players of the web-based game must defeat “anti-fun bad guys” looking to impede on a night of drinking. 

    By Aaron Baar • Aug. 28, 2025
  • Archer campaign
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    Courtesy of Archer
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    Archer’s first national ad campaign pledges to ‘Stick to Real’

    The meat snack maker founded in 2011 is building off an extensive brand refresh and 90% surge in sales with ads that challenge modern absurdity. 

    By • Updated Aug. 28, 2025
  • George Kittle and Baker Mayfield pose with a Traegerator in a backyard.
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    Courtesy of Anheuser-Busch InBev
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    Bud Light touts ultimate tailgating machine with ‘90s-style infomercial

    The brewer teamed with Traeger Grills for a keg-meets-grill creation that features in a social spot starring NFL players Baker Mayfield and George Kittle.

    By • Aug. 28, 2025
  • TikTok's "See Where Music Takes You" campaign imagery
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    Courtesy of TikTok
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    TikTok spotlights its influence on music culture for global campaign

    “See Where Music Takes You” includes a spot set to “Love Me Not,” the hit song by Ravyn Lenae, whose success on TikTok helped launch her career.

    By • Aug. 28, 2025
  • Travis Kelce for American Eagle
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    Courtesy of American Eagle
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    American Eagle’s Travis Kelce collab extends celebrity-led marketing streak

    A capsule collection with the NFL star’s Tru Kolors brand features high-impact outdoor, podcast and social media buys.

    By • Aug. 27, 2025
  • Celsius college campaign
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    Retrieved from Celsius on August 26, 2025
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    How Celsius is building on brand campaign success with college football

    CMO Kyle Watson explains how the energy drink is stepping up NIL efforts as part of a “Live. Fit. Go” effort that kicked off in June.

    By • Aug. 27, 2025
  • A woman walks past an H&R Block office.
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    Drew Angerer via Getty Images
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    H&R Block doubles down on social marketing amid modernization push

    The tax-preparation firm is uniting its social creative and media duties under VaynerMedia, a move it says will enable more agility and performance.

    By • Aug. 26, 2025
  • Jon Hamm for BetMGM
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    Courtesy of BetMGM
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    BetMGM’s CMO on how its brand repositioning unites gaming, entertainment

    To separate from the pack, the sports-betting platform is launching a Las Vegas-inspired brand refresh with ads starring Jon Hamm.

    By • Aug. 26, 2025
  • Philadelphia Eagles running back Saquon Barkley for Little Caesars
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    Courtesy of Little Caesars
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    Little Caesars dials up NFL marketing with deals, co-branded campaign

    The pizza chain is also flexing partnerships with football stars like Saquon Barkley for its fourth year as the Official Pizza Sponsor of the league.

    By • Aug. 26, 2025
  • CarMax band in ad
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    Courtesy of CarMax
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    CarMax ditches longtime tagline, repositions brand around omnichannel

    The “pivotal” brand shift includes ads featuring a comedic house band singing about how CarMax lets customers shop the way they “wanna.”  

    By • Aug. 25, 2025
  • A woman holds a smartphone with the White Castle loyalty program prominently displayed
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    Courtesy of White Castle
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    White Castle sponsors NIL-focused podcast to engage football fans

    The series hosted by sibling football standouts Caleb and Josh Downs will unpack viral trends and the intricacies of brand building.

    By • Aug. 25, 2025
  • People gathered around a laptop and looking at something on the screen
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    Canva Studios

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    Sponsored by 3rd + Taylor Agency

    Why B2B marketers should own 90% of the pipeline (don’t kill the messenger)

    A simple switch in lead handling could boost close rates without more budget.

    By Tiffany Nwahiri • Aug. 25, 2025