Brand Strategy
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Column
Campaign Trail: Coca-Cola travels across decades to tell a family story
A culturally rich short film by “Black-ish” creator Kenya Barris captures how the marketer’s portfolio and the world have evolved over the years.
By Chris Kelly • Feb. 7, 2025 -
Häagen-Dazs’ ‘Fast & Furious’ Super Bowl debut scores with star wattage
The ice cream maker, a first-time big game advertiser, ranked No. 3 in System1’s analysis of Super Bowl spots released so far.
By Peter Adams • Feb. 6, 2025 -
Explore the Trendline➔
FreshSplash via Getty ImagesTrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Opinion
Breaking into the big game: Tips for first-time Super Bowl advertisers
The real winners in big game advertising aren't crowned during the game, but they're revealed in the months that follow, said 5WPR’s Ronn Torossian.
By Ronn Torossian • Feb. 6, 2025 -
Deep Dive
As Super Bowl’s cultural cachet grows, brands look beyond in-game ads
Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.
By Chris Kelly • Feb. 6, 2025 -
Starbucks says ‘Hello Again’ by advertising around the Super Bowl
A new spot and a free coffee promotion on the Monday after the big game are part of the chain’s marketing-powered turnaround plan.
By Chris Kelly • Feb. 5, 2025 -
McDonald’s brings back Uncle O’Grimacey for return of Shamrock Shake
In social media videos, purple mascot Grimace visits Ancestry.com and discovers a connection to his Irish uncle.
By Peter Adams • Feb. 4, 2025 -
Bliss takes on ‘Sephora kids’ in a bid for elder millennials, Gen X
The skincare brand is attempting to reconnect with its core audience through a tie-up with comedian Iliza Shlesinger for a video spot and skincare kit.
By Jessica Deyo • Feb. 4, 2025 -
Mastercard helps Lady Gaga fans sow ‘Mayhem’ in music culture play
A tie-up with Gaga around her eighth studio album saw the payments marketer unveil the singer’s latest single around the Grammy Awards.
By Peter Adams • Feb. 3, 2025 -
Heinz teams with hip-hop hitmaker Mustard for new product, campaign
The marketer launched the culturally minded — and perhaps overdue — campaign with a spot that aired during the Grammy Awards.
By Chris Kelly • Feb. 3, 2025 -
Inside the marketing industry trends to follow in 2025
During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.
By Marketing Dive staff • Jan. 31, 2025 -
Clif Bar celebrates athlete perseverance with new brand platform
The Mondelez-owned snack marketer is extending a partnership with fitness app Strava to include fresh co-branded content, events and challenges.
By Peter Adams • Jan. 31, 2025 -
How Chili’s boosted comparable sales by 31%
Value-oriented ads and marketing for its Triple Dipper menu boosted the chain’s traffic by nearly 20%, driving a record-breaking quarterly performance.
By Julie Littman • Jan. 31, 2025 -
Deep Dive
What marketers can expect as CTV and retail media converge in 2025
Expectations are high that the two synergistic and growing channels can deliver on the promise of full-funnel, data-driven digital marketing.
By Chris Kelly • Jan. 31, 2025 -
Q&A
Why MLS is kicking off a brand campaign around the Super Bowl
CMO Radhika Duggal detailed the strategy behind the league’s “Game On” effort starring rapper Doechii that will premiere before the big game.
By Chris Kelly • Jan. 30, 2025 -
Chipotle connects SMS, social to celebrate Super Bowl ‘extras’
The fast-casual chain is also giving out free guac and queso blanco to loyalty members as it bills the day after the big game “Extra Sunday.”
By Aaron Baar • Jan. 30, 2025 -
Starbucks bets on marketing to broader audience to support turnaround
CEO Brian Niccol detailed how marketing investments can lead to future growth as the chain’s latest earning results have “room for improvement.”
By Chris Kelly • Jan. 29, 2025 -
Deep Dive
How generative AI’s role will evolve in 2025 as marketers probe its utility
The fast emergence of disruptors like DeepSeek could cater to marketers’ desire for tech that produces concrete outcomes at lower costs.
By Peter Adams • Jan. 29, 2025 -
How E.l.f. balances entertainment, purpose to tap into a TikTok trend
In the brand’s third collaboration with Meghan Trainor, the pop star appears as an airplane captain to showcase soft matte makeup products.
By Chris Kelly • Jan. 28, 2025 -
Kimberly-Clark appoints first global chief creative and design officer
AlmapBBDO veteran Luiz Sanches joins the CPG giant, which no longer has a traditional CMO role and recently reorganized its agency roster.
By Chris Kelly • Jan. 27, 2025 -
Q&A
J.M. Smucker’s CMO on how brands must face the challenges of 2025
Gail Hollander discusses the convergence of brand building and pop culture and how marketers should think about retail media, AI and other emerging tech.
By Chris Kelly • Jan. 27, 2025 -
NYX blends music and makeup for TikTok-focused mixtape
The makeup brand is leveraging TikTok’s SoundOn platform to promote five women artists as the fate of the ByteDance platform remains uncertain.
By Jessica Deyo • Jan. 23, 2025 -
Cheetos continues to embrace ‘Other Hand’ imperfection with custom font
The design described as “hilariously bad” is available via web download and a Chrome plug-in and will appear on special bags of the snack.
By Peter Adams • Jan. 23, 2025 -
How Dogfish Head uses social-first marketing as craft beer tides change
The Boston Beer Company-owned brewery leaned into Quitter’s Day and doled out participation medals and beer money to launch a new light IPA.
By Chris Kelly • Jan. 23, 2025 -
McDonald’s amplifies mobile app with Pokémon Happy Meal
The burger chain is again wedding pop culture and nostalgia with a Happy Meal box inclusive of a Pokémon booster pack, poster and sticker sheet.
By Jessica Deyo • Jan. 22, 2025 -
Q&A
Dunkin’ CMO on building a ‘cinematic universe’ to capture attention
Jill McVicar Nelson explains what the brand has learned from its Super Bowl ads and how it’s facing uneasiness around TikTok’s future.
By Chris Kelly • Jan. 22, 2025