Brand Strategy

Gap sets up shop in Roblox to boost teen inclusion, self-expression

Inspired by its summer ad campaign, the retailer's Club Roblox Boutique is in line with Gen Z preferences around the nascent metaverse space.

By Chris Kelly • May 18, 2022

Cheez-It taps Pandora to produce 'sonically-aged' cheddar crackers

Drawing on an obscure study that suggests sound can strengthen the taste and smell of cheese, the brand developed a product that embraces hip-hop culture.

By Peter Adams • May 17, 2022

Explore the Trendline➔

The Marketing Dive Outlook on 2022

Despite continued uncertainty, the past two years have provided plenty of lessons for marketers looking for a way forward. Read on for the trends and topics that could shape the industry in 2022.

By Marketing Dive staff

Burger wars: How Burger King's rivalry with McDonald's reverberates through adland

Despite McDonald's boasting twice as many restaurants, five times the ad budget and 10 times the revenue, Burger King's marketing innovations have had lasting impact.

By Chris Kelly • May 17, 2022

Target to award $25M in paid media to diverse brands

While a typical paid media program through Target costs more than $50,000, Roundel Media Fund participants would receive the same reach for $5,000.

By Chris Kelly • May 16, 2022

Marriott launches hospitality industry's first media network

Leveraging Yahoo's ad-tech capabilities, the offering follows other brands selling digital media as advertisers look to better target consumers.

By Chris Kelly • May 16, 2022

Budweiser provides Twitch streamers with free tunes

The new Royalty Free Bot, which will be hosted on Discord, provides music from BudxRecord’s lineup that streamers can use in their videos.

By Sara Karlovitch • May 16, 2022

Domino's grants 'Stranger Things' fans 'mind-ordering' powers through new app

An immersive mobile experience tied to the Netflix show’s return uses facial recognition and eye-tracking technology to help users order pizza.

By Peter Adams • Updated May 17, 2022

Kia takes inspiration from nature for new audio signature

Teaming up with DaHouse, the brand created a synthesizer that was used for the audio logo, sounds inside Kia vehicles and an album by metaverse artist Wave.

By Sara Karlovitch • May 13, 2022

J.C. Penney taps new marketing chief

John Aylward will help advance the retailer's omnichannel strategy and oversee marketing strategy, creative, visual merchandising and more.

By Daphne Howland • May 13, 2022

Burger King goes for gamers with glitchy deals

The latest mobile activation from the QSR chain has users searching its app for deals in the form of graphics errors and other bugs.

By Sara Karlovitch • May 12, 2022

Peloton ad spending plunged as new users wane, analysis finds

While media investments dipped in a rocky first quarter, they may be on the upswing again as the brand kicks off an ad campaign focused on instructors.

By Natalie Koltun • May 12, 2022

Oreo turns cookie packs into canvases for expressing LGBT support

The brand’s first Pride-themed retail packs arrive as the anti-LGBT movement sees renewed energy through legislation like a Florida law dubbed the “Don’t Say Gay” bill.

By Peter Adams • May 12, 2022

Brand rivalries that helped define modern marketing

In this series, Marketing Dive explores enduring showdowns that have shaped the industry and how those dynamics are again shifting as brands prep for a post-pandemic world.

By Julia Himmel • May 10, 2022

Sneaker supremacy: Nike and Adidas battle for brand love

Duking it out over six decades, the athletic wear companies influenced sports marketing and culture like few others. Who dominates in the stretch ahead may hinge on innovation and acting on pledges.

By Natalie Koltun • May 10, 2022

Peloton races to revitalize brand with help from star instructors

A refresh campaign places the fitness company’s talent in cinematic scenarios, while Wall Street remains unimpressed by larger turnaround efforts.

By Peter Adams • May 9, 2022

Coors Light wants to chill rooftops this summer with novel billboards

As part of its focus on the environment, the beer marketer is cooling off Miami roofs with billboards painted in reflective white paint.

By Sara Karlovitch • May 9, 2022

Taco Bell asks diners to swap out mundane meals via TikTok dance challenge

"Taco Swap" builds on an effort that helped to drive the highest sales week in the chain's history and represents another bid to be closer to youth culture.

By Chris Kelly • May 9, 2022

Campaign Trail: Malibu drinkers can 'do whatever tastes good' in a hyperreal world

The Pernod Ricard brand teamed with Wieden+Kennedy for a neon-drenched spot that looks to make the summer mindset permanent.

By Chris Kelly • May 6, 2022

Starbucks builds out 'third place' with foray into NFTs

As a means to build a community around coffee, the chain will link the upcoming digital tokens to exclusive content and perks.

By Natalie Koltun • May 5, 2022

Xbox levels up mobile app through stories feature

Following Microsoft's announcement that it may bring ads to its gaming platform, Xbox is taking a TikTok-like approach to user content. 

By Sara Karlovitch • May 5, 2022

Celebrity-created RTD cocktails hit shelves with new Thomas Ashbourne brand

The line, which features drinks designed by Sarah Jessica Parker and John Cena, among others, mixes trendy high-end spirits and entertainment icons.

By Megan Poinski • May 5, 2022

WPP partners with Epic Games to boost metaverse offering

A training program seeks to upskill agency talent on how to better create brand experiences in Fortnite and with Unreal Engine.

By Chris Kelly • May 5, 2022

Michelob Ultra serves up hybrid McEnroe vs. McEnroe tennis match

The match highlights the career of John McEnroe as he plays against virtual versions of himself and finds joy in the journey.

By Sara Karlovitch • May 4, 2022

Taco Bell teams with Lil Nas X to help solve global challenges

Young consumers can submit ideas for how to tackle society's most pressing issues for a chance to receive mentorship, funding and a trip to the chain's headquarters.

By Chris Kelly • May 4, 2022

How Coke and Pepsi's rivalry shaped marketing — and where it goes next

As the most enduring consumer brand rivalry enters a new phase in the metaverse, tall orders around sustainability may demand cooperation over competition.

By Peter Adams • May 3, 2022