Brand Strategy
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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 -
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 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 -
Permission granted by Keebler
How Keebler’s ‘elf-vertising’ experiences bridge the physical-digital gap
The Ferrero-owned brand is bringing its iconic Hollow Tree to life in ads and experiences to promote the new E.L. Fudge Choco Vanilla Cookie.
By Chris Kelly • May 1, 2025 -
Permission granted by 818 Tequila
Why 818 Tequila tapped a NASCAR driver to accelerate cultural marketing
CMO Kathleen Braine explains how partnering with trailblazing driver Toni Breidinger helps boost the reach of the Kendall Jenner-founded brand.
By Chris Kelly • April 30, 2025 -
Courtesy of Chipotle
Chipotle brings trading card mania to Roblox with new experience
Ingredient Quest capitalizes on renewed interest in brands like Pokémon and card-pull social media videos of fans uncovering rare finds.
By Peter Adams • April 29, 2025 -
Retrieved from YouTube on April 28, 2025
Sephora stakes its claim in skin care with multichannel campaign
Made with TBWA\Chiat\Day LA, “Skin Obsessed” riffs on the realities of complex self-care routines and spans CTV, online video and more.
By Jessica Deyo • April 29, 2025
