Brand Strategy


  • A statue honoring an NFL superfan created by Captain Morgan
    Image attribution tooltip
    Courtesy of Captain Morgan

    Captain Morgan creates larger-than-life statues of NFL superfans

    The brand also partnered with Sports Illustrated to include all 32 nominees of The NFL Fan of The Year Contest in its February print issue. 

    By Dec. 9, 2022
  • An Avocados from Mexico store display filled with produce is printed with the likenesses of Deion Sanders and Tracey Edmonds.
    Image attribution tooltip
    Retrieved from Avocados from Mexico on December 09, 2022

    Avocados from Mexico returns to Super Bowl with ‘good times and good taste’

    A 30-second ad will tie into a larger campaign and new shopper marketing program featuring real-life couple Deion Sanders and Tracey Edmonds.

    By Dec. 9, 2022
  • A child yells in excitement opening a present under a Christmas tree as captured on grainy home-video footage.
    Image attribution tooltip
    Permission granted by Duracell
    Column

    Campaign Trail: Duracell swaps product focus for emotionally led holiday ads

    Along with changing up its messaging strategy, the battery marketer is taking a different approach to social with a spotlight on its new TikTok creator program.

    By Dec. 9, 2022
  • Chevron's Apple CarPlay-integrated app displayed on a car dashboard
    Image attribution tooltip
    Courtesy of Chevron USA

    Chevron integrates its US fueling applications to Apple CarPlay

    The first-of-its-kind tie-up allows drivers to purchase fuel from their car dashboard, with the purchase tied to the energy company’s rewards program. 

    By Aaron Baar • Dec. 8, 2022
  • Meghan Trainor poses with E.l.f. Cosmetics' Halo Glow Liquid Filter for a campaign co-branded by The Weather Channel.
    Image attribution tooltip
    Courtesy of E.l.f. Cosmetics

    E.l.f. forecasts ‘glow storm’ with The Weather Channel, Meghan Trainor

    The pop star takes to TikTok for a special weather report timed to the restocking of the beauty brand’s popular Halo Glow Liquid Filter. 

    By Dec. 8, 2022
  • A bottle of McCormicks season of the year Vietnamese x Cajun seasoning surrounded by chilis,
    Image attribution tooltip
    Courtesy of McCormick

    McCormick spices up the metaverse with Decentraland experience

    Users can interact with the chefs who inspired the brand’s inaugural flavor of the year, Vietnamese x Cajun Style Seasoning, and earn a virtual wearable. 

    By Dec. 8, 2022
  • A collage of images including Santa, a couple meeting and a person exploring a holiday production line promote Coke's new streaming shorts on Prime Video.
    Image attribution tooltip
    Permission granted by The Coca-Cola Company

    Coke’s holiday strategy leans into streaming with Prime Video anthology

    A series of shorts come from a new “Real Magic Presents” banner and highlight diverse storytellers from around the globe.

    By Dec. 8, 2022
  • A model in a blue dress and tiara leans against a desk
    Image attribution tooltip
    Courtesy of Lord & Taylor

    Lord & Taylor is latest to set up retail media network

    The creation of a digital advertising business is an attempt by one of the country’s oldest department store brands to stay relevant in the 21st century.

    By Aaron Baar • Dec. 8, 2022
  • An image showcasing the limited-edition Bitmoji Fashion Drop on Snapchat featuring Adidas
    Image attribution tooltip
    Courtesy of Snap Inc.

    Adidas, Snapchat partner for exclusive Bitmoji Fashion Drop

    Users within the app can purchase a virtual yellow track jacket branded with the retailer’s signature three stripes for 250 Snap Tokens. 

    By Dec. 7, 2022
  • Image attribution tooltip
    Robin Marchant/Getty Images for NYCWFF via Getty Images

    Heineken tests attention-based metrics to track sponsorship success

    Using a new APM measure, the beer marketer saw better-than-expected results and achieved the highest level of brand recall among Rock in Rio sponsors.

    By Updated Dec. 8, 2022
  • GE'S New York Times layout
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    Courtesy of GE

    GE is sole sponsor of NY Times print edition for a day

    The conglomerate also leveraged desktop, mobile and audio activations across the newspaper’s properties to showcase three new companies. 

    By Dec. 7, 2022
  • A massive gray storm cloud gathers on the horizon over a placid body of water.
    Image attribution tooltip
    petesphotography via Getty Images

    Gartner: Uncertainty clouds CMO prospects for 2023

    Marketers might need to defend their independence internally as a cross-functional focus eats away at budgets that have struggled to bounce back.

    By Dec. 6, 2022
  • The Miller High Life beer tower shaped like a leg.
    Image attribution tooltip
    Courtesy of Molson Coors

    Miller High Life unveils leg lamp beer tower inspired by ‘A Christmas Story’

    The nostalgic novelty product retails for $120 and, unlike in the movie, features a vessel that doubles as a beer dispenser.

    By Dec. 6, 2022
  • An image showing what fans can expect while using the ARound Stadium app by Stagwell in partnership with the Los Angeles Rams.
    Image attribution tooltip
    Courtesy of Stagwell

    Los Angeles Rams kicks off live in-venue AR app sponsored by SoFi

    The ARound Stadium app, developed by Stagwell, includes a broadcast integration and at-home 3D activations.

    By Dec. 5, 2022
  • Hotel receptionist helping a couple of guests in check-in process
    Image attribution tooltip
    Anchiy via Getty Images

    Hotel brands boost revenue after harnessing first-party data, report finds

    With their widely used loyalty programs, hotel brands are sitting on a wealth of first-party data that can be used to better cater to target consumers.

    By Aaron Baar • Dec. 5, 2022
  • Business meeting
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    skynesher via Getty Images
    Sponsored by Google

    The new B2B landscape: A guide to connecting with B2B buyers

    Shopping habits have changed across both the B2B and B2C landscape. Learn the three key themes to drive consideration, foster engagement and deliver business results in this new shopping landscape.

    By Doug Novack • Dec. 5, 2022
  • Youtube billboard saying "More than just viewers."
    Image attribution tooltip
    Sean Gallup / Staff via Getty Images

    Reading between the lines of YouTube’s best-performing ads for 2022

    An absence of major CPG and retail marketers on the list speaks to how those categories have adjusted strategy in a challenging year.

    By Dec. 2, 2022
  • An image from NFL Zone featuring Visa branding.
    Image attribution tooltip
    Courtesy of NFL

    NFL expands Fortnite presence with sponsor Visa

    The NFL Zone will be a persistent presence featuring mini-games, virtual tailgating experiences and content from creators. 

    By Aaron Baar • Dec. 1, 2022
  • Diverse teenage students using digital smart phones mobile at college campus.
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    Kar Tr via Getty Images

    An industry in motion: the greatest forces shaping marketing in 2022

    After another tumultuous year, Marketing Dive has gathered the stories that key into the biggest industry developments, whether related to emerging channels or striking the right tone.

    By Dec. 1, 2022
  • A hand holds a smartphone displaying a code for a free whopper in times square.
    Image attribution tooltip
    Courtesy of Burger King

    Burger King airdrops codes for free whoppers in Times Square

    Leveraging mobile to engage with consumers in highly trafficked public spaces sees renewed interest as holiday shoppers return to the streets. 

    By Dec. 1, 2022
  • Row of coke bottles
    Image attribution tooltip
    Scott Olson via Getty Images

    Coke names new marketing lead for North America amid strategy shift

    The appointment is one of several leadership changes taking effect in January as the company tries to reduce complexity and improve speed.

    By Nov. 30, 2022
  • A gold crown sits on a levitating pillow.
    Image attribution tooltip
    Courtesy of Diageo

    Crown Royal’s digital collectible sends care packages to troops

    Consumers can nominate someone they think is deserving of a digital crown through the end of the year.

    By Nov. 30, 2022
  • A green meal kit from HelloFresh inspired by the movie "Elf" sits on kitchen counter.
    Image attribution tooltip
    Retrieved from HelloFresh via Business Wire on November 29, 2022

    HelloFresh caters to ‘Elf’ fans with meal kits serving Buddy’s signature dish

    A limited-run holiday product includes step-by-step instructions for recreating a meal consisting of spaghetti topped with syrup and sweets.

    By Nov. 29, 2022
  • A screenshot of the Kids Foot Locker virtual Roblox experience.
    Image attribution tooltip
    Courtesy of Kids Foot Locker

    Kids Foot Locker opens House of Play Roblox experience

    The game, which is based on a real store concept, allows users to play mini games and collect tokens to exchange for super-powered sneakers.

    By Tatiana Walk-Morris • Nov. 29, 2022
  • A palm tree is decorated with holiday ornaments printed with the Corona logo
    Image attribution tooltip
    Retrieved from Corona Extra USA on November 29, 2022

    Corona turns iconic holiday ad into virtual Tannenpalm Tree Lot

    Taking inspiration from its 32-year-old “O’Tannenpalm” holiday ad, Corona has created a promotion that is both nostalgic and looks towards the future. 

    By Aaron Baar • Nov. 29, 2022