Brand Strategy
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Courtesy of Unilever
Unilever’s creator marketing strategy takes center stage at World Cup
The CPG’s largest sports partnership activation to date will see over 35 of its brands collaborate with creators and influencers around the globe.
By Peter Adams • May 27, 2026 -
Courtesy of Chili's Grill & Bar
Chili’s remakes iconic Baby Back Ribs jingle — again — with Lizzo
The cultural play comes several years after the chain tapped Boyz II Men to remix the tune in an effort to double down on ‘90s nostalgia.
By Chris Kelly • Updated 11 hours ago -
Explore the Trendline➔
Getty Images
TrendlineTop 5 stories from Marketing Dive
From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.
By Marketing Dive staff -
Courtesy of Essentia
Essentia takes rule-defying campaign national for summer season
After an initial launch in New York last year, “Change the Equation” is expanding through a 90-second brand film and partnership with a soccer star.
By Peter Adams • May 26, 2026 -
Courtesy of Amazon
Liquid I.V. updates ad playbook with Amazon’s Brand Innovation Lab
A new campaign features actors from “Off Campus,” marking the first time lead talent from a Prime Video show has appeared in a co-branded spot.
By Sara Karlovitch • May 26, 2026 -
Courtesy of Manischewitz
Manischewitz celebrates Jewish matchmaking with reality dating series
The kosher foods brand is tapping into trends around episodic content with “Manischewitz Matchmakers,” which will air on social media in July.
By Jessica Hammers • May 21, 2026 -
Courtesy of Athletic Brewing
Athletic Brewing opens marketing tap to stand out in crowded summer
The nonalcoholic beer brand expects to hike its national media spend 120% over the year-ago period to capitalize on events like America250 celebrations.
By Peter Adams • May 21, 2026 -
Courtesy of Zevia
Q&AZevia’s CMO on how the ‘radically real’ soda is stepping up marketing
The better-for-you beverage brand recently teamed with Cardi B and has doubled marketing spend as a percentage of revenue over the last two years.
By Chris Kelly • May 21, 2026 -
Caitlin Mullen/Marketing Dive
Ally courts millennial, Gen Z customers with new brand platform
Developed with Anomaly LA, the “Life Today” campaign sees the digital bank throw playful shade on competitors’ brick-and-mortar model.
By Caitlin Mullen • May 20, 2026 -
Courtesy of E.l.f.
E.l.f. blends into ‘Survivor 50’ finale with challenge-themed spots
A trio of vignettes drop content creator Delaney Rowe into the cutthroat world of the show, where she gets a leg up by applying E.l.f. products.
By Peter Adams • May 20, 2026 -
Courtesy of Centenario Tequila
Centenario Tequila celebrates Mexican pride in campaign ahead of World Cup
“Todo o Nada” was led by an all-Mexican creative team and will run in the U.S. across linear TV, digital video and both paid and organic social channels.
By Chris Kelly • May 20, 2026 -
Courtesy of Oscar Mayer
Oscar Mayer’s Wienermobile race returns with bolder media blitz
After boosting hot dog sales last year, the event is jumping from streaming to broadcast as the Kraft Heinz brand looks to win Memorial Day weekend.
By Peter Adams • Updated May 19, 2026 -
CrailsheimStudio via Getty Images
How brands are taking the marketing pitch for the World Cup
Major marketers across alcohol, beverage, snacks and retail are rolling out campaigns that look to engage soccer fans during the tournament.
By Chris Kelly • May 18, 2026 -
Courtesy of Garnier
Garnier taps ‘Love Island’ star to pitch hair ‘moose’ to next generation
The L'Oréal brand is using social chatter to tease a new campaign featuring TJ Palma, who misinterprets instructions around promoting hair mousse.
By Jessica Hammers • May 15, 2026 -
Courtesy of Mischief
Miller Lite puts 12-pack in soccer ball as part of World Cup campaign
The effort includes ad spots, influencer partnerships, consumer promotions and the limited-edition Miller Time MVP Matchball.
By Sara Karlovitch • May 14, 2026 -
Courtesy of Sazerac
Q&ASvedka’s senior brand director on the vodka’s future-forward marketing
David Binder talks about the vodka maker’s controversial AI-generated Super Bowl debut and its future marketing plans under Sazerac.
By Aaron Baar • May 14, 2026 -
Courtesy of CeraVe
CeraVe taps into basketball lore for latest social-first campaign
The effort uses what Cha Spruce, executive creative director of earned media for North America at Ogilvy, calls a “little fires everywhere” approach.
By Chris Kelly • May 13, 2026 -
Permission granted by The Kraft Heinz Company
Kraft Heinz’s biggest portfolio campaign to date celebrates America250
The CPG giant is uniting several of its top brands to capitalize on cookout season as it ramps up marketing spend to support its turnaround.
By Peter Adams • May 12, 2026 -
Courtesy of Nike
Deep DiveWhere Nike’s marketing comeback is stumbling — and where it can still win
A recent whiff around the Boston Marathon is indicative of the brand’s struggles to pull off aspirational messaging it once executed with rare finesse.
By Peter Adams • May 12, 2026 -
Courtesy of NBCUniversal
NBCUniversal leans into legacy media status, pushes performance at upfront
The media company will roll out live contextual ads, a tool that retargets viewers of live events and its insights hub in Q4.
By Chris Kelly • May 12, 2026 -
Courtesy of Foot Locker
Foot Locker debuts year-round basketball brand platform under new CMO
Brett O’Brien, previously chief sports officer at PepsiCo, was appointed by the retailer after it was acquired by Dick’s Sporting Goods in September.
By Chris Kelly • May 12, 2026 -
Courtesy of Home Depot
How Home Depot is crafting content on the road to the World Cup
The retailer and soccer-focused media network Men in Blazers are teaming up on a traveling studio that will tap into the game’s culture across the U.S.
By Chris Kelly • May 11, 2026 -
AnnaStills/Shutterstock.com
Sponsored by Zeta GlobalThe gap between modern and legacy ESPs is widening
If your brand is struggling to capture gains from AI, it may be your email marketing platform. Discover four aspects that separate modern from legacy platforms.
By Chad S. White, GVP of CRM Strategy, Zeta Global • May 11, 2026 -
Courtesy of Tecate
ColumnCampaign Trail: Tecate empowers repatriated Mexicans
Created with LePub Mexico City, “Welcome Back, Paisano” uses a sharp sense of humor to help the brand move from purpose to action.
By Chris Kelly • May 8, 2026 -
Justin Sullivan via Getty Images
Kraft Heinz hikes marketing spend 37% as turnaround takes shape
The CPG giant highlighted innovations like its new protein-packed Kraft Mac & Cheese and a five-year sponsorship deal with the NFL.
By Peter Adams • May 7, 2026 -
Courtesy of Luna Bar
Luna Bar strategizes new era with social ads starring Jessica Alba
The Mondelēz-owned snack bar brand’s “Easy to Love” campaign represents its first major creative push in nearly a decade.
By Jessica Hammers • May 7, 2026
