Brand Strategy


  • Three people sitting on a couch watching a soccer game on TV.
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    EvgeniyShkolenko via Getty Images
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    Thanksgiving, Black Friday football broadcasts were a marketing win: Here’s what the numbers say

    Retail ads during Amazon’s first NFL Black Friday game were 35% more likely to drive engagement compared to category primetime averages, EDO found.

    By Dec. 8, 2023
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    Phynart Studio via Getty Images
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    Advertisers will ramp up spend on creators in 2024, IAB forecasts

    Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe.

    By Dec. 7, 2023
  • Trendline

    Top 5 stories from Marketing Dive

    A look at how marketers are responding in a year marked by culture wars, economic uncertainty and the generative AI juggernaut.

    By Marketing Dive staff
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    Permission granted by McDonald's
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    6 key details about CosMc’s, McDonald’s new fast food chain

    CEO Chris Kempczinski said he believes McDonald’s has “the right to win” the afternoon “beverage pick-me-up occasion” with the new concept.

    By Emma Liem Beckett • Dec. 7, 2023
  • Hinge's "One More Hour" program includes a $1M fund dedicated to tackling the loneliness epidemic among Gen Z.
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    Courtesy of Hinge
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    Hinge dating app launches $1M initiative combatting Gen Z loneliness

    “One More Hour” will support Gen Z-focused social groups and organizations in New York City, Los Angeles and Atlanta with grants up to $25,000. 

    By Aaron Baar • Dec. 7, 2023
  • Verizon's new CMO Leslie Berland leans against a white wall
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    Permission granted by Verizon Communications
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    Peloton CMO jumps to Verizon after less than a year in role

    As top marketer, Leslie Berland will have a wide remit and “usher in a new chapter” for the telecom’s brand, CEO Hans Vestberg said.

    By Dec. 7, 2023
  • Three people sit on a bench on the beach.
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    Courtesy of Anheuser-Busch InBev
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    AB InBev’s Kona Big Wave addresses toxic surf culture in new campaign

    “Share the Big Waves” includes a QR code activation and three-minute video that attempts to unpack perceptions around surf culture.

    By Dec. 7, 2023
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    pixelfit via Getty Images
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    Opinion

    Here’s what separates a good marketer from a bad one

    At the core is the desire to gain a holistic understanding, according to Meta Reality Labs' Dave Kaufman.

    By Dave Kaufman • Dec. 7, 2023
  • Team Whistle and State Farm launch football focused episodes of "Home Team."
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    Courtesy of Team Whistle
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    State Farm takes inside look at NFL players and ‘at-home teammates’

    Made with sports media company Team Whistle and agency Optimum Sports, “Home Team” blends brand messaging with football fandom.

    By Dec. 6, 2023
  • An illustration depicts a soda bottle in a football field surrounded by various size eyes.
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    Illustration: Derek Abella for Industry Dive

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    Tracker

    Super Bowl LVIII: Tracking every ad

    Pringles will appear in the big game for the seventh consecutive year with a spot that will showcase a “playful, new direction” for the Kellanova brand.

    By Marketing Dive staff • Dec. 6, 2023
  • Jar of Hellmann's on football field
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    Courtesy of Hellmann's
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    Hellmann’s quadruple dips on Super Bowl with ‘most impactful’ ad yet

    The Unilever marketer will run a 30-second spot developed with agency Wunderman Thompson that plans to combat food waste. 

    By Updated Dec. 5, 2023
  • A group of multicolored balls in a room with the word Atomic in the foreground.
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    Courtesy of Diageo
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    Smirnoff celebrates connection in new global campaign

    Inspired by data that found a decrease in emotional connection, the Diageo vodka brand wants to spark feelings of togetherness.

    By Dec. 5, 2023
  • An AI-generated astronaut holds a bottle of Coca-Cola
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    Courtesy of Coca-Cola
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    What Coca-Cola’s generative AI experiments mean for the brand’s future

    Selman Careaga, president of the global Coca‑Cola category, detailed how the brand balances artificial and human intelligence.

    By Dec. 5, 2023
  • Peyton Manning and Emmitt Smith stand together holding cans of Bud Light.
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    Courtesy of Anheuser-Busch InBev
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    Bud Light teams with NFL legends on ad for Super Bowl LVIII giveaway

    A new ad starring Peyton Manning and Emmitt Smith timed to the NFL playoffs kicks off the brand’s biggest Super Bowl ticket giveaway to date.

    By Dec. 4, 2023
  • A headshot of Mark Weinstein.
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    Courtesy of Hilton
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    Q&A

    Hilton CMO on why its ‘For the Stay’ campaign is the hotel’s ‘Just Do It’

    Mark Weinstein shared the inspiration behind the marketing platform, the story of the company’s 10-minute TikTok and strategy tips for marketers.

    By Noelle Mateer • Dec. 4, 2023
  • A Domino's branded plow in the snow
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    Courtesy of Domino's Pizza
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    Q&A

    Why Domino’s is awarding half a million dollars in snow plowing grants

    Chief Brand Officer Kate Trumbull explained how the chain’s latest effort shows off an “experienced by few, seen by many” ethos.

    By Dec. 4, 2023
  • Artlist 2024 Trend Report
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    Sponsored by Artlist

    Becoming a powerhouse in the creator economy: A guide for brands

    Navigate the evolving creator economy with insights from Artlist's Trend Report 2024.

    Dec. 4, 2023
  • Portrait of friends outdoor for travel, fashion and happiness
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    Permission granted by My Code
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    Sponsored by My Code

    Marketing can’t just be diverse–it has to be diverse-first

    Diverse-first marketing is a missed opportunity that will narrow customer bases and limit future growth--unless organizations can learn to embrace it.

    By Parker Morse • Dec. 4, 2023
  • A giant Bath & Body Works candle on the streets of New York City
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    Courtesy of Bath & Body Works
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    Bath & Body Works drops 10-foot candle to help holiday shoppers unwind

    The installation is part of a new creative platform centered on reconnecting with the senses amid daily stressors like rush hour traffic and work emails.

    By Dec. 1, 2023
  • Steak-umm DeepSteaks campaign
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    Courtesy of Steak-umm
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    Column

    Campaign Trail: How Steak-umm deepfaked real vegans into meat eaters

    Created with agency Tombras, “DeepSteaks” arrives as generative AI makes it even easier for bad actors to manipulate peoples’ likenesses.

    By Dec. 1, 2023
  • Mars Wrigley Canada's "Study Beats" program featuring a person with headphones studying. The program includes ASMR content meant to relieve studying stress.
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    Courtesy of CNW Group/Mars, Incorporated
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    Mars brand Excel Gum uses ASMR to relieve studying stress

    Running in Canada, the “Excel Study Beats” program leverages creators to share soothing gum content across TikTok, YouTube and Spotify.

    By Aaron Baar • Nov. 30, 2023
  • Members of the 2023 Gillette Gaming Alliance.
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    Courtesy of Gillette
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    Gillette encourages gamers to ‘hit reset’ for global campaign

    The marketer’s long-running Gillette Gaming Alliance will be active on Twitch, YouTube and social media to share gaming content and grooming tips.

    By Nov. 30, 2023
  • Animated characters the Geico Gecko and Netflix's Leo hold coffee cups
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    Courtesy of Netflix
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    Geico Gecko serves as on-set consultant for Netflix’s ‘Leo’ in co-branded ads

    The first such partnership for the streamer’s ad-supported tier is a sign Netflix is striking more involved brand deals a year after launching the offering.

    By Nov. 30, 2023
  • Influencer Kerwin Frost poses with McDonald's Happy Meal
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    Courtesy of McDonald's
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    McDonald’s reinvents McNugget Buddies for streetwear-minded adults

    The chain teamed with Kerwin Frost to reinvent the iconic Happy Meal collectibles, which will land on Instagram and be part of a Snapchat AR lens.

    By Nov. 29, 2023
  • The set of the Cheez-It Flexin' Section at the 2024 Cheez-It Citrus Bowl
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    Courtesy of Kellanova
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    Cheez-It amps up Citrus Bowl sponsorship with in-stadium barbershop, spa

    A TikTok challenge for showing off brand-inspired game day looks rounds out the college football play from the Kellanova brand.

    By Nov. 29, 2023
  • Grimace McDonald's
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    Courtesy of McDonald's USA
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    Deep Dive

    How the best marketing campaigns of 2023 mastered pop culture nostalgia

    Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

    By , , Nov. 29, 2023