Brand Strategy
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Justin Sullivan via Getty Images
Adobe names former Intuit marketer as CMO to expand brand reach
The hire follows Adobe appointing Stagwell as global lead of creative campaigns and social content for its Digital Media business in October.
By Peter Adams • Dec. 2, 2024 -
Courtesy of Kraft Heinz
Oscar Mayer reheats classic bologna ad with sing-to-pay campaign
The nostalgia-fueled effort, co-created with agencies Johannes Leonardo and The Kitchen, gives consumers a chance to win Instacart gift cards.
By Chris Kelly • Dec. 2, 2024 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z.
By Marketing Dive staff -
Rodin Eckenroth/Getty Images for Frankies 457 via Getty Images
How Campari adapts to market trends to shape holiday experiences
The company’s vice president of marketing for America dishes on an expansive holiday strategy encompassing brands like Aperol and Grand Marnier.
By Sara Karlovitch • Dec. 2, 2024 -
Courtesy of Savencia
Why specialty cheese Alouette rebranded right before the holidays
For its 50th anniversary, the Savencia brand of French cheeses is introducing new packaging, sonic branding and its biggest campaign to date.
By Chris Kelly • Nov. 27, 2024 -
Illustration: Madeline McMahon for Industry Dive
TrackerSuper Bowl LIX: Tracking every ad
Advertiser excitement for the big game hasn’t wavered, with brands including Taco Bell, Coors Light and Instacart already teasing their plans.
By Marketing Dive staff • Nov. 26, 2024 -
Courtesy of JCPenney
How JCPenney’s ‘Really Big Deal Reveals’ campaign is faring so far
The retailer has been averaging 13% to 15% new customers each week during the campaign appearing during Amazon’s “Thursday Night Football.”
By Jessica Deyo • Nov. 26, 2024 -
Courtesy of Macy's, Inc.
Q&AMacy’s CMO on why telling a cohesive marketing story is crucial
With its Thanksgiving Day parade days away, Sharon Otterman explains how the retailer brought its gift guide to life in its holiday campaign.
By Chris Kelly • Nov. 25, 2024 -
Retrieved from Google on November 22, 2024
Why Google Shopping turned holiday gift-giving into a game show
A campaign around the friendly competition of gifting also includes ads with Dwyane Wade and Gabrielle Union and Charli XCX and Troye Sivan.
By Chris Kelly • Nov. 25, 2024 -
Courtesy of Pernod Richard USA
‘That’s that me espresso’ martini: Absolut, Kahlúa mix it up with Sabrina Carpenter
In a cultural play, the Pernod Ricard brands collaborated with the pop star behind song-of-the-year contender “Espresso” on a cocktail kit.
By Chris Kelly • Nov. 22, 2024 -
Courtesy of Monopoly Go
Monopoly Go! looks to stay on top with star-studded campaign
To boost a game that has pulled in more than $3 billion in revenue in its first year, Scopely is running ads across TV, streaming, social and digital platforms.
By Aaron Baar • Updated Nov. 26, 2024 -
Permission granted by Bose
Q&ABose CMO on driving the brand’s cultural impact and the coming AI shakeout
Jim Mollica, Bose’s first global marketing chief, spoke with Marketing Dive about evolving the 60-year-old brand through more emotionally led marketing.
By Peter Adams • Nov. 21, 2024 -
Retrieved from Amazon on November 20, 2024
Adam Driver turns 5-star Amazon reviews into theatrical monologues
The Hollywood star amps up the drama of “deeply personal” reviews in time for Black Friday week and Cyber Monday deal events.
By Chris Kelly • Nov. 20, 2024 -
Courtesy of Kleenex
How Kleenex’s new visual identity serves as a platform for storytelling
The Kimberly-Clark brand tapped Turner Duckworth and FCB for a brand refresh and new campaign, respectively, as it marks its 100-year anniversary.
By Chris Kelly • Nov. 20, 2024 -
Courtesy of Jaguar
Jaguar revamps brand to embrace ‘exuberant modernism’ amid EV transition
New visuals trade a sense of staid luxury for more over-the-top concepts as the brand returns to the idea that “a Jaguar should be a copy of nothing.”
By Peter Adams • Nov. 19, 2024 -
Courtesy of Lexus
Lexus marks 25 years of ‘December to Remember’ with nostalgic ads
Two new commercials under the brand’s long-running holiday campaign see it continuing to focus on striking a balance between product and emotion.
By Jessica Deyo • Nov. 19, 2024 -
Courtesy of Google
Google Lens can now tailor search results to the store you’re in
Users can take a picture of an item to receive insights tailored to the store they’re in, such as similar items that are in stock.
By Bryan Wassel • Nov. 19, 2024 -
Courtesy of Molson Coors
Coors Banquet capitalizes on ‘Yellowstone’ partnership amid sales growth
The beer brand is celebrating the return of the Paramount drama with collectible caps featuring quotes from the show’s characters.
By Sara Karlovitch • Nov. 19, 2024 -
Courtesy of Kellanova
Pop-Tarts will send another edible mascot to ‘mouth heaven’ at bowl game
The Kellanova brand is ramping up the intrigue around the return of a stunt that went viral on social media last December.
By Chris Kelly • Nov. 18, 2024 -
Courtesy of Knorr
Knorr targets zillennials in campaign celebrating holiday cooking blunders
“#EffortisEverything” includes tie-ups with everyday individuals to showcase images of their cooking fails across social media and out-of-home ads.
By Jessica Deyo • Nov. 18, 2024 -
Scott Graham / Unsplash
Sponsored by Uptempo3 critical gaps that are sabotaging your marketing plan
Is your marketing plan falling short? Bridge these three gaps to elevate your strategy and impact.
Nov. 18, 2024 -
Retrieved from Nordstrom on November 13, 2024
Nordstrom leverages generative AI for holiday app refresh
Among the new app features are trend reports, which blend the expertise of Nordstrom stylists with artificial intelligence to deliver relevant trends.
By Aaron Baar • Nov. 14, 2024 -
Retrieved from Kroger on November 13, 2024
Kroger plans Shop the Scene experience on Hulu for holiday campaign
Central to the effort is a 60-second spot, “The Case of the Disappearing Food,” that details how the act of sharing food can ignite the holiday spirit.
By Jessica Deyo • Nov. 14, 2024 -
Courtesy of Target
Target debuts ‘weirdly hot’ Santa for second holiday advertising push
The retailer is running two distinct holiday campaigns for the first time to appeal to consumers who view the season as too transactional.
By Peter Adams • Nov. 14, 2024 -
Courtesy of Doodles
McDonald’s holiday cups entertain with Doodles content, digital collectibles
A collaboration with a Web3-fueled entertainment brand includes a “pack ripping” experience on the chain’s app, a merch drop, new song and more.
By Chris Kelly • Nov. 14, 2024 -
Permission granted by Tide
Why Tide is shifting to social-first marketing for its latest NFL blitz
The Woven Collaborative, a unit comprised of various agencies and Tide’s internal creative team, is behind the brand’s most content-rich NFL effort yet.
By Peter Adams • Nov. 14, 2024
