Brand Strategy


  • An individual is pictured from the back, slightly blurred. The phone depics the Burger King game.
    Image attribution tooltip
    Courtesy of Burger King
    Image attribution tooltip

    Why Burger King is all-in on gamification

    A full pipeline of new and unique in-app games drives engagement for the brand, according to Preston Nix, director of loyalty and CRM. 

    By Amanda Baltazar • July 18, 2024
  • Boost Mobile campaign
    Image attribution tooltip
    Courtesy of Boost Mobile
    Image attribution tooltip

    Boost Mobile challenges telecom’s big 3 with brand repositioning, campaign

    The wireless carrier is unifying its prepaid and postpaid services under a single brand name and marking the effort with a new look and comedic ads.

    By Aaron Baar • July 18, 2024
  • Artificial intelligence helping businessman make strategy and forecast. Explore the Trendline
    Image attribution tooltip
    zhuweiyi49 via Getty Images
    Image attribution tooltip
    Trendline

    Top 5 stories from Marketing Dive

    A look at how areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.

    By Marketing Dive staff
  • Actress Michelle Buteau stars in Amazon's 2024 back-to-school campaign.
    Image attribution tooltip
    Courtesy of Amazon
    Image attribution tooltip

    Amazon pushes savings with back-to-school ad, ‘Dorm Roomz’ series

    The e-commerce giant tapped actress Michelle Buteau for a 30-second spot encouraging shoppers to “spend less on your little freeloaders.” 

    By July 18, 2024
  • NFL All-Pro Micah Parsons of the Dallas Cowboys
    Image attribution tooltip
    Courtesy of Champs Sports
    Image attribution tooltip

    Champs Sports launches brand platform as it works to reposition itself

    As part of the effort, the retailer partnered with the Dallas Cowboys’ Micah Parsons, New York Mets’ Francisco Lindor and Miami Dolphins’ Jaylen Waddle.

    By Howard Ruben • July 17, 2024
  • Audible's AR OOH campaign on a screen in New York. The image reads, "There's more to imagine when you listen."
    Image attribution tooltip
    Courtesy of Audible
    Image attribution tooltip

    Audible brings storybooks to life with innovative global AR campaign

    The out-of-home ads leverage GroupM’s WinDOOH technology to transport consumers to fantastical worlds without the use of a mobile device.

    By July 17, 2024
  • Image attribution tooltip
    Alex Wong via Getty Images
    Image attribution tooltip

    Kraft Heinz names former Pepsi marketer Todd Kaplan as North America CMO

    The decorated CPG marketer, who spent nearly 20 years at PepsiCo, is tasked with realizing modern marketing capabilities that can unlock new growth.

    By July 16, 2024
  • Mtn Dew's Mountain Dude
    Image attribution tooltip
    Courtesy of Mountain Dew
    Image attribution tooltip

    Why Mountain Dew introduced the Mountain Dude to refresh ‘Do The Dew’

    Crafted by Goodby Silverstein & Partners, a new campaign features a stylish brand character and a call for consumers to get off their… donkeys.

    By Updated July 15, 2024
  • Honda Twitch Rivals chat memory game
    Image attribution tooltip
    Courtesy of Honda
    Image attribution tooltip

    Honda drives deeper into gaming, esports with Twitch Rivals sponsorship

    Users will be able to digitally customize a 2025 Civic hybrid sedan through chat polls during an interactive segment called “Chat’s Civic Mods.”

    By July 15, 2024
  • Citroën
    Image attribution tooltip
    Courtesy of Citroën
    Image attribution tooltip
    Column

    Campaign Trail: Citroën’s revolution liberates electric vehicles from elites

    The Stellantis automaker updated the French Revolution with an anachronistic spot from agency BETC that recalls Sofia Coppola’s “Marie Antoinette.”

    By July 12, 2024
  • Doechii holding a Sprite
    Image attribution tooltip
    Courtesy of Sprite
    Image attribution tooltip

    Sprite leans into AI remixes for music platform’s return

    For Sprite Limelight’s return, music fans can create tracks using a common hook via the Soundlabs remix tool available in Coca-Cola’s app.

    By Aaron Baar • July 11, 2024
  • A man stands in a room reminiscent of a college dorm wearing jeans and a red NYC t-shirt.
    Image attribution tooltip
    Courtesy of Urban Outfitters
    Image attribution tooltip

    Urban Outfitters blends physical, digital with back-to-school campaign

    The retailer’s “Shift Happens” campaign brings influencer-created Pinterest boards to life at a two-day activation in New York.

    By July 11, 2024
  • Three people look at a smartphone for Total Wireless
    Image attribution tooltip
    Courtesy of Total Wireless
    Image attribution tooltip

    Verizon’s Total Wireless rebrands to break through a crowded category

    Verizon Value CMO Cheryl Gresham explores the prepaid wireless carrier’s new look and why terms like “multicultural marketing” feel limiting.

    By July 11, 2024
  • Ocean Spray rebrand OOH ads
    Image attribution tooltip
    Courtesy of Ocean Spray
    Image attribution tooltip
    Deep Dive

    Why marketers keep refreshing brands instead of betting on splashy ads

    The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing.

    By July 10, 2024
  • Actor Michael Cera holds a tub of CeraVe lotion as part of campaign materials for the skincare brand's first-ever Super Bowl commercial.
    Image attribution tooltip
    Courtesy of CeraVe
    Image attribution tooltip
    Deep Dive

    6 campaigns that signaled a creative resurgence in H1 2024

    As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack.

    By , July 10, 2024
  • Vans World 2.0 in Roblox
    Image attribution tooltip
    Courtesy of The Gang
    Image attribution tooltip

    Vans refreshes Roblox activation with ‘phygital’ maneuver

    To drive traffic to the space, which reached 100 million visits last year, the brand is dropping a virtual version of a new shoe prior to its in-store release.

    By July 10, 2024
  • Person working on crafts in Etsy campaign spot
    Image attribution tooltip
    Courtesy of Etsy
    Image attribution tooltip

    Etsy addresses anxiety over AI, mass manufacturing with new brand mission

    Real Etsy sellers are highlighted in ads that complement policy changes that aim to more strongly enforce a human touch on product listings.

    By July 9, 2024
  • Serena Williams attends a film premiere
    Image attribution tooltip
    Michael Loccisano / Staff via Getty Images
    Image attribution tooltip
    Q&A

    Why Morgan Stanley teamed with Disney to sponsor a Serena Williams docuseries

    CMO Alice Milligan explains how the move was a natural fit for a financial services marketer that has made amplifying women’s sports a priority.

    By July 9, 2024
  • Three people on a golf cart hold Taco Bell products
    Image attribution tooltip
    Courtesy of Taco Bell
    Image attribution tooltip

    Taco Bell opens ‘early retirement’ community in latest experiential play

    Available exclusively for rewards members, The Cantinas offers senior-inspired recreation and recalls the brand’s groundbreaking pop-up hotel.

    By July 9, 2024
  • Portrait of a woman
    Image attribution tooltip
    Permission granted by Fabiosa Media
    Image attribution tooltip
    Sponsored by Fabiosa Media

    How prompting and integration AI assistants have sped up viral video content production 100 fold

    AI integration has revolutionized content creation at Fabiosa Media, speeding it up by 100 times.

    By Olena Razinkova, Fabiosa Media CEO and Chief Creative Producer • July 8, 2024
  • A women in a pink bathing suit and sunhat lays in a blue pool float in the middle of a pool with a cocktail.
    Image attribution tooltip
    Courtesy of Tito's
    Image attribution tooltip

    Tito’s research-backed campaign showcases the joys of staycations

    While other spirit brands focus on tropical getaways, Tito’s is embracing the many positives of being at home.

    By July 8, 2024
  • Charlie Puth for Bic
    Image attribution tooltip
    Courtesy of Bic
    Image attribution tooltip

    BIC gears up for Olympics, back-to-school with celeb-focused efforts

    The brand reteams with Snoop Dogg and Martha Stewart and enlists Charlie Puth for efforts timed to major periods for ads and sales.

    By July 8, 2024
  • Actors Eric Wareheim and Atsuko Okatsuka stand next to each other on a prom dance floor
    Image attribution tooltip
    Permission granted by Kind Snacks
    Image attribution tooltip

    Kind brings lighter touch to healthy snack marketing in brand refresh

    New CMO Osher Hoberman said a prior purpose-led marketing strategy was too fragmented to align with the commercial opportunity.

    By Updated July 11, 2024
  • Dove Self-Esteem beauty generated by AI
    Image attribution tooltip
    Courtesy of Dove
    Image attribution tooltip

    Dove CMO who built brand’s purpose marketing bona fides departs

    Alessandro Manfredi is leaving Unilever after over two decades as the type of purpose-driven marketing he helped define is increasingly challenged.

    By July 3, 2024
  • McDonald's Teams Up with Hit Anime Series "JUJUTSU KAISEN" to Unleash New App Exclusive Special Grade Garlic Sauce.
    Image attribution tooltip
    Courtesy of McDonald's USA
    Image attribution tooltip

    McDonald’s links with anime series for app-exclusive sauce

    The chain’s collaboration with “Jujutsu Kaisen” to launch its Special Grade Garlic Sauce also includes a tie-up with anime streaming service Crunchyroll. 

    By July 3, 2024
  • Several booths designed to like the old West are lined up outside.
    Image attribution tooltip
    Courtesy of 818 Tequila
    Image attribution tooltip

    818 Tequila mixes cocktail of sustainability, social media and celebrity

    Founded by Kendall Jenner, the brand reaches Gen Z through cultural hooks and understanding the cohort’s priorities, said CMO Kathleen Braine.

    By Nicole Ortiz • July 2, 2024