Brand Strategy
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Courtesy of U.S. Bank
Inside US Bank’s ad integration with Netflix’s ‘Happy Gilmore 2’
CMO Michael Lacorazza explains how teaming with the Adam Sandler sequel and production company Happy Madison helps the bank reach consumers.
By Chris Kelly • July 16, 2025 -
Courtesy of Pacsun
Pacsun spotlights mall culture for denim campaign targeting Gen Z
“Denim Days” nods to the younger cohort’s interest in shopping malls and will include a presence around TikTok Shop’s Super Brand Day event.
By Jessica Deyo • July 16, 2025 -
Explore the Trendline➔
zhuweiyi49 via Getty Images
TrendlineTop 5 stories from Marketing Dive
From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here's a look at key trends driving marketing in 2025.
By Marketing Dive staff -
Courtesy of JanSport
Why JanSport revived its cringeworthy back-to-school ads to reach Gen Z
The backpack maker’s TikTok-focused effort returns for a second year after an initial run led to the brand’s highest grossing sales day in history.
By Jessica Deyo • July 15, 2025 -
Permission granted by Kentucky Fried Chicken
KFC’s new take on Colonel Sanders is serious about its ‘Comeback Era’
The usually grinning founder-turned-mascot has taken on a scowl to ensure the Yum Brands chain gets serious about winning back market share.
By Peter Adams • July 14, 2025 -
Courtesy of Roku
‘Superman’ takes over Roku with first-to-market search integrations
The integration includes key placements on the CTV platform, a voice query activation and a content hub all themed around the DC superhero blockbuster.
By Peter Adams • July 11, 2025 -
Courtesy of Sprite
Sprite leans into Gen Z’s love for spicy flavors with global campaign
Along with out-of-home and social media activations, the Coca-Cola brand teamed with TikTok for an interactive filter for the “Hurts Real Good” push.
By Chris Kelly • July 10, 2025 -
Courtesy of State Farm
How State Farm is stepping up its gaming-focused reality series
The brand is boosting its decade-long investment in gaming by bringing new talent and improved production to the fourth season of “Gamerhood.”
By Chris Kelly • July 9, 2025 -
Courtesy of State Farm
Deep Dive7 successful marketing campaigns that met 2025’s chaos with determination
As marketers rushed to respond to new tariffs, outside-the-box brand refreshes, classic TV ads and other tactics helped set them apart.
By Peter Adams , Jessica Deyo • July 8, 2025 -
Spencer Platt via Getty Images
Deep DiveHow CMOs tackled challenges in H1 2025 — and what they must do next
Already beleaguered CMOs are being forced to be more agile than ever in the face of a new round of challenges like trade wars and artificial intelligence.
By Chris Kelly • July 8, 2025 -
Retrieved from Ben's Original on July 08, 2025
Ben’s Original refreshes identity 5 years after dropping ‘Uncle’
The marketer, previously known as Uncle Ben’s, partnered with agency JKR to update its brand identity to be more consistent and distinctive.
By Peter Adams • July 8, 2025 -
Spencer Platt via Getty Images
How marketers can respond with empathy to consumer tariff shocks
New Gartner research emphasizes the importance of empathetic messaging and building “permission structures” that convince people it’s okay to buy.
By Peter Adams • July 8, 2025 -
Courtesy of Unilever
Unilever debuts AI-driven design unit to wean brands off TV-first model
Developed with IPG Studios, Sketch Pro aims to deliver social-first content three times faster with help from AI tools like Google’s Veo 3.
By Peter Adams • July 7, 2025 -
Daphne Howland/Marketing Dive
Can Lululemon make a federal case out of ‘dupe culture’?
In a lawsuit against Costco over a variety of apparel designs, the athleisure brand laments the proliferation of “LululemonDupes” on social media.
By Daphne Howland • July 7, 2025 -
Courtesy of Adidas
Adidas unites superstars across music, sports, fashion in culture play
Produced by Johannes Leonardo, the campaign celebrates the Superstar sneaker and features Samuel L. Jackson, Missy Elliott and more.
By Chris Kelly • July 7, 2025 -
Courtesy of Puma
Puma brings popular shoes to Fortnite as sportswear marketing evolves
The brand, which recently launched its largest marketing campaign yet, is setting up an in-game shop that will feature new releases on an ongoing basis.
By Peter Adams • July 2, 2025 -
Courtesy of Sephora
Sephora doles out Lyft credits to transport shoppers to its stores
“Delivered to Beauty” will be active in five major U.S. cities from July 7-10, overlapping with Amazon’s Prime Day shopping bonanza.
By Jessica Deyo • July 2, 2025 -
Courtesy of Powerade
Powerade powers up user-generated content challenge on TikTok
The Coca-Cola brand is using the platform’s Branded Mission offering to drive social media buzz around new Xtra Sour flavors.
By Sara Karlovitch • July 2, 2025 -
Permission granted by The Coca-Cola Company
Coke brings personalized touch to Disney ‘Star Wars’ collaboration
“Refresh Your Galaxy” was made by WPP’s bespoke Open X agency for Coke in collaboration with Disney and features an AR experience.
By Peter Adams • July 1, 2025 -
gorodenkoff via Getty Images
IAB standardizes gaming campaign measurement with new framework
The resource outlines standard gaming ad formats across media types like digital, video and audio and explains the must-have metrics available for each.
By Jessica Deyo • June 30, 2025 -
Jesse Grant via Getty Images
Seventh Generation hires CMO who helped build Kinder brand in US
Shalini Stansberry is focused on continuing to bring new consumers to Seventh Generation after winning Gen Z’s favor at Kinder Snacking.
By Peter Adams • June 30, 2025 -
Permission granted by Target
How Target is tackling back-to-school marketing with dual campaigns
Two new efforts feature tactics like influencer marketing as the big-box store prioritizes promoting value and an on-trend product assortment.
By Peter Adams • June 30, 2025 -
Permission granted by DoorDash
DoorDash parodies horror classics in pitch to budget-crunched parents
A campaign around Summer of DashPass savings stars Freddie Prinze Jr. and Ali Larter in content that apes movies like “Final Destination.”
By Peter Adams • June 27, 2025 -
Courtesy of Neutrogena
ColumnCampaign Trail: Neutrogena’s ‘90s nostalgia pulls the rug on aging consumers
The Kenvue brand hopes to engage consumers that have flocked to platforms like TikTok, where #SkinTok has racked up more than 4 billion posts,
By Chris Kelly • June 27, 2025 -
Courtesy of Vital Farms
Vital Farms cooks up sponsorship, custom ad for Hulu hit ‘The Bear’
The pasture-raised eggs brand teamed with cast member Liza Colón-Zayas for a spot that will air ahead of each episode of the series’ latest season.
By Jessica Deyo • June 26, 2025 -
Courtesy of Kraft Heinz
Heinz and hip-hop producer Mustard drop new sauce at Buffalo Wild Wings
To support the effort, Heinz will share social videos featuring Mustard’s “yell” soundbite from inside the restaurant chain.
By Jessica Deyo • June 25, 2025
