Brand Strategy

  • Bottles of Corona beer are displayed on the a shelf at a supermarket.
    Image attribution tooltip
    Justin Sullivan/Getty Images via Getty Images

    Constellation Brands teams with Tastemade for content studio

    The multimillion dollar partnership will yield original streaming and social media content, including a travel series that promotes unique wine pairings.

    By March 31, 2023
  • Dollar bill with graph
    Image attribution tooltip
    claffra via Getty Images

    Is a recession coming? Ad spending trends indicate ‘yes,’ report says

    S&P Global Ratings argues that a shorter buying window for ads could make media spend more of a leading indicator than laggard for the economy. 

    By March 31, 2023
  • Bike lane in evening. Sign for bicycle painted on the asphalt. Car and traffic in background. Dividing line. Shadow from sunset sun. Explore the Trendline
    Image attribution tooltip
    olaser via Getty Images

    The Marketing Dive Outlook on 2023

    Key into where the industry winds are blowing in 2023 across media, emergent technology and the public mood.

    By Marketing Dive staff
  • Toyota used its GR Corolla to animate an ad without VFX
    Image attribution tooltip
    Courtesy of Toyota

    Campaign Trail: How Toyota used its GR Corolla to animate an ad without VFX

    The "Metalmorphosis" campaign uses vehicle-mounted cameras to show off the performance of a car that "isn't your grandma's Corolla."

    By March 31, 2023
  • A mural by Phoebe Cornog at 740 W Randolph Street in Chicago’s West Loop as part of Tripadvisor and the San Diego Tourism Authority's "The Sunny Side of Things" campaign.
    Image attribution tooltip
    Courtesy of Tripadvisor

    Tripadvisor pairs AR with street murals to promote San Diego

    The platform partnered with the San Diego Tourism Authority for the effort, which is powered by QR codes and also includes animated GIFs.

    By Aaron Baar • March 30, 2023
  • American Eagle x E.l.f. Cosmetics denim-inspired makeup line
    Image attribution tooltip
    Courtesy of E.l.f. Cosmetics

    American Eagle, E.l.f. promote denim-inspired makeup collection on TikTok

    The limited-edition offering is joined by a social media campaign, “From Selfie to Belfie,” that yields an original song, custom TikTok filter and sweepstakes.

    By March 30, 2023
  • Alex Rodriguez of the New York Yankees tags out Matt Stairs during a game against the Kansas City Royals at Kauffman Stadium in Kansas City, Mo. The Royals won the game 5-3.
    Image attribution tooltip
    G. N. Lowrance via Getty Images

    MLB leans into baseball nostalgia with wide-ranging campaign

    The effort coincides with the start of a new season that could see shorter, more exciting games due to several new rules. 

    By March 30, 2023
  • Shake Shack and Super Mario Bros Movie collaboration logo
    Image attribution tooltip
    Courtesy of Shake Shack

    Shake Shack powers up ‘Super Mario Bros.’ activation

    In advance of the new movie about the Nintendo icons, the chain will offer special menu items at its DUMBO location while promoting its mobile app.

    By March 30, 2023
  • Women's Sports Network and Michelob ULTRA partner
    Image attribution tooltip
    Courtesy of Women's Sports Network

    Michelob Ultra is first sponsor of network dedicated to women’s sports

    The yearlong pact gives the brand access to Women’s Sports Network’s studio and will place it front-and-center on a daily “Game On” program.

    By March 29, 2023
  • Two people clink glasses in front of a ferris wheel.
    Image attribution tooltip
    Courtesy of Campari Group

    Aperol heads to Coachella with digital-driven gathering hub

    The Campari Group brand will also launch digital and social media campaigns both locally and nationally to deepen its ties to the music scene.

    By March 29, 2023
  • Walmart's discontinued Universe of Play on Roblox
    Image attribution tooltip
    Courtesy of Walmart

    Walmart winds down Roblox play as metaverse lands in privacy crosshairs

    The retailer claims the decision was planned, while watchdog groups have ramped up pressure on such efforts over concerns they serve as stealth marketing to kids.

    By March 28, 2023
  • Pepsi
    Image attribution tooltip
    Courtesy of Pepsi

    Pepsi embraces maximalism for first visual overhaul in 14 years

    Muted tones are out while electric colors and a new “pulse” motif are in as the brand prepares for its next chapter of digital marketing.

    By March 28, 2023
  • A restaurant worker wearing black fills up a bottle of ketchup.
    Image attribution tooltip
    Courtesy of Kraft Heinz

    Heinz rejects imposters for ‘Ketchup Fraud’ campaign

    The brand is encouraging consumers to tag restaurants caught filling old bottles with generic product — or those suspected of doing so — on Instagram.

    By March 28, 2023
  • An Uber Eats order is handed to an end customer.
    Image attribution tooltip
    Courtesy of Uber

    Uber Eats adds virtual restaurant program to offer turnkey delivery-only concepts

    The aggregator also revised its virtual restaurant policies to prevent duplicate menus, which reduce the variety and quality of options on its platform. 

    By Julie Littman • March 28, 2023
  • Image attribution tooltip
    yaoinlove via Getty Images

    McDonald’s is the latest QSR to embrace geofencing

    The feature is designed to improve speed of service for mobile orders and streamline the order preparation process for McDonald’s workers. 

    By Emma Liem Beckett • March 28, 2023
  • Anheuser-Busch building exterior
    Image attribution tooltip
    Joe Raedle via Getty Images

    AB InBev exec on the creativity overhaul behind a historic Cannes Lions win

    Beginning in 2018, the marketer embarked on a plan to develop a sustained creativity system that is now paying off, according to marketing culture lead Ryan Verschoor.

    By March 27, 2023
  • Group of business executives at a table
    Image attribution tooltip
    Blue Planet Studio via Getty Images

    Ad market avoids falling off a cliff thanks to media innovation, Magna says

    The effects of economic uncertainty will be mitigated by the rise of retail media, the growth of ad-supported streaming and the automotive industry's recovery.

    By March 27, 2023
  • The label on Levi's jeans
    Image attribution tooltip
    Sean Gallup via Getty Images

    Levi’s to test AI models to expand the brand’s online diversity

    The company says the hyper-realistic models will create a more “inclusive customer experience,” but it stressed they won’t replace human models.

    By Natalie Schwartz • March 27, 2023
  • A bottle of Heinz vodka pasta sauce is ensconced in a clear glass bottle with some cheese.
    Image attribution tooltip
    Retrieved from Absolut on March 24, 2023

    Heinz, Absolut cook up limited-edition vodka pasta sauce

    The supporting campaign invokes the vodka brand’s ‘80s aesthetic while expanding the condiment maker’s ongoing efforts to tap into foodie culture.

    By March 24, 2023
  • Mike's Hard Comeback Hotlime x Mike Miller
    Image attribution tooltip
    Courtesy of Mike's Hard

    Mike’s Hard revives fan-favorite flavor with ‘comeback’ hotline

    Timed around March Madness, the brand has tapped former basketball star Mike Miller to launch the Mike’s Hard Comeback Hotlime.

    By March 24, 2023
  • Sam's Club
    Image attribution tooltip
    Courtesy of Sam's Club

    Sam’s Club bridges online and in-store data gap

    Through the retailer’s new feature, advertisers can now gather real-time, first-party insights on members’ in-store purchases. 

    By Peyton Bigora • March 23, 2023
  • A phone with the App Store download page for TikTok open.
    Image attribution tooltip
    Drew Angerer via Getty Images

    75% of marketers expect to spend more on TikTok even as ban looms

    As the battle over the future of TikTok intensifies, 56% of marketers believe it is highly or somewhat unlikely that the federal government will ban the platform.

    By March 23, 2023
  • Image attribution tooltip
    Chris J Ratcliffe / Stringer via Getty Images

    Gap pumps brakes on retail media unit

    The pause shows not all retail media networks are a surefire bet, even as overall ad sales by retailers are expected to sustain meteoric growth.

    By March 23, 2023
  • Net
    Image attribution tooltip
    NiseriN via Getty Images

    Why PepsiCo’s women’s soccer sponsorship is about more than signage

    Mark Kirkham, senior vice president and CMO of international beverages, discussed why sponsors should invest in ways that elevate the sport.

    By Aaron Baar • March 23, 2023
  • An executive leads a company meeting inside a boardroom
    Image attribution tooltip
    Jacob Lund via Getty Images

    CMOs struggle to balance first-party data needs with value creation

    New Gartner research challenges some conventional wisdom, including the belief that managing fewer channels leads to more effective data acquisition.

    By March 22, 2023
  • Campaign image for Ford's "Built Ford Proud" effort that includes images of actor Sydney Sweeney, stunt driver Dee Bryant and surfer Kai Lenny.
    Image attribution tooltip
    Courtesy of Ford Motor Company

    Ford shifts toward purpose with ‘Euphoria’ star Sydney Sweeney

    The actor will host an Auto 101 TikTok series and will debut her female-focused workwear collection made in collaboration with Dickies. 

    By March 22, 2023