Brand Strategy
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How Bubly aims to shake up sparkling water with new Burst brand extension
Burst caters to consumers who view sparkling water marketing as staid and products as too much of a trade-off from sugary sodas.
By Peter Adams • March 19, 2024 -
Honda leverages AI for Dream Generator film experience with Amazon Ads
The experience, accessible on Amazon, allows consumers to conjure up fantastical scenarios featuring the new all-electric Prologue SUV.
By Sara Karlovitch • March 18, 2024 -
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 -
Sponsored by Firework
Embracing the era of video-first marketing: 5 undeniable consumer stats
Does your marketing strategy match your audiences’ expectations?
March 18, 2024 -
Hyundai celebrates sneaker culture to boost Sante Fe with Black audiences
Developed with the automaker’s dedicated African American agency Culture Brands, “The Drop” is part of its larger “Okay Hyundai” program.
By Peter Adams • Updated March 15, 2024 -
Impossible Foods has always claimed to bleed red, now its label will
Branding agency Jones Knowles Ritchie and Impossible’s in-house marketing and creative teams are responsible for the brand refresh.
By Elizabeth Flood • March 14, 2024 -
Wayfair refreshes brand ahead of first large-format store opening
The brand's busy spring includes a refreshed logo, updated jingle, new celebrity partners and support for the first-ever Pinterest Creator Tour.
By Chris Kelly • March 11, 2024 -
Hugo Boss lands on Roblox to promote new denim-inspired clothing line
Planet Hugo carries interactive experiences such as a fashion match game that lets players style different looks.
By Peter Adams • March 7, 2024 -
Corona anoints Pedro Pascal top brand ambassador to connect to culture
The first work with the star of “The Last of Us” and “The Mandalorian” is set to debut in May, with creative handled by MullenLowe Los Angeles.
By Peter Adams • Updated March 6, 2024 -
Q&A
How Zoa taps into The Rock’s ‘Big Dwayne Energy’ with new campaign
CMO Melanie Hellenga discusses breaking through in a cluttered market and how an investment from Molson Coors is paying off.
By Chris Kelly • March 6, 2024 -
Target to launch paid membership program to rival Amazon Prime, Walmart+
Target Circle 360 will cost $99 a year and comes as the retailer plans 300 new stores in the coming decade.
By Nate Delesline III • March 5, 2024 -
Spanx pushes into apparel with first-ever global campaign
“We Live in Spanx” includes partnerships with Meta and YouTube, and the brand is the exclusive sponsor of a Women’s History Month hub on Hulu.
By Jessica Deyo • March 4, 2024 -
Home Depot tops inclusive brand rankings as DEI faces challenges
While DEI has recently come under fire, a new AIMM report found marketers have reduced stereotypes in ads and improved consumer trust.
By Peter Adams • March 1, 2024 -
How Athleta’s ‘Find Your Movement’ campaign evolves the brand
The multiphase effort arriving amid sales struggles represents “the spark that will light the fire” for the brand, said chief creative officer Julia Leach.
By Jessica Deyo • March 1, 2024 -
How Estée Lauder balances brand and performance marketing as the pendulum swings
The company’s commitment to brand equity and marketing mix modeling was the subject of a presentation during the eTail Palm Springs conference.
By Chris Kelly • Feb. 28, 2024 -
What’s old is new: Food and beverage brands put a modern spin on retro packaging
Consumer-facing companies are tapping into buyers’ emotions as they redesign logos and packaging.
By Shefali Kapadia • Feb. 27, 2024 -
Eggo opens pancake-themed vacation rental in heart of Smoky Mountains
The Kellanova brand is hoping to raise awareness of its non-waffle products through a partnership with rental site HomeToGo.com.
By Sara Karlovitch • Feb. 27, 2024 -
Rockstar Energy pushes scientific claim with campaign, brand refresh
“You Can Own Any Moment” is informed by a study that found the brand’s proprietary formulas delivered mind-body energy for up to 5 hours.
By Chris Kelly • Feb. 26, 2024 -
Smokey Bear travels through the decades for 80th anniversary ad
The bear best known for the iconic “Only you can prevent wildfires” line stars in an emotional retelling of years of wildfire prevention tips.
By Jessica Deyo • Feb. 26, 2024 -
GoDaddy introduces generative AI tool for small businesses
The new Airo tool generates domain names, websites, social campaigns and more and is being introduced through a multichannel marketing campaign.
By Sara Karlovitch • Feb. 26, 2024 -
Domino’s loyalty relaunch draws 2M new members
Strengthened by its emergency pizza marketing stunt, Domino’s updated rewards program helped bolster traffic and comparable sales.
By Aneurin Canham-Clyne • Feb. 26, 2024 -
‘Treat yourself’ culture: Here’s what the numbers say
Holiday spending habits at the end of last year bring into focus the need for messaging around “the importance of you,” per the Why Group.
By Sara Karlovitch • Feb. 23, 2024 -
Welch’s Fruit Snacks appoints new creative AOR to keep pace with culture
Gut Miami previously developed a campaign starring Kristin Chenoweth about parents sneaking a bite of their kids’ snacks.
By Peter Adams • Feb. 22, 2024 -
Warner Bros. teams with Snapchat for AR ‘Dune: Part Two’ campaign
An immersive AR Lens, Cameo stickers and video ads will direct users to a site where they can purchase tickets for the upcoming release.
By Aaron Baar • Feb. 22, 2024 -
Pepsi teams with Shaq, Reebok for sneakers that carry mini cans
Consumers can score the Pepsi ‘Sneak’er — Reebok Pump Shaq Attaqs made to hold a Pepsi Mini Can — via a social media sweepstakes.
By Jessica Deyo • Feb. 22, 2024 -
Lay’s uses ‘Chip Cam’ to film ad during live match with soccer legends
A commercial starring David Beckham and Thierry Henry is being supported by a partnership with Meta for a Lay’s Detector digital experience.
By Chris Kelly • Feb. 22, 2024