Brand Strategy
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Honey Bunches of Oats released a video as part of its "Make a Bunch Happen" campaign. The image was retrieved from its video on Oct. 21, 2021.
ColumnCampaign Trail: Honey Bunches of Oats emphasizes self-care to fuel mornings
In the Post brand's first national effort in three years, "Make a Bunch Happen" includes happiness "hacks" on social and tie-ups with radio show hosts.
By Natalie Koltun • Oct. 22, 2021 -
Permission granted by Mondelez International
How Mondelez deploys empathy to sidestep personalized marketing's 'creepy chasm'
At Advertising Week, Global Vice President of Consumer Experience Jon Halvorson emphasized that efficiency is driven by smarter creative and a simpler media plan.
By Peter Adams • Oct. 22, 2021 -
Hellmann's first Super Bowl ad stars comedian Amy Schumer. The image was retrieved from the brand's YouTube video on Jan. 27, 2021.
How Unilever and other marketers work to avoid greenwashing
The CPG giant's chief digital and marketing officer said a gap exists between consumer attitudes and actions around sustainability because of complexity.
By Chris Kelly • Oct. 21, 2021 -
Scott Olson via Getty Images
Kroger's new private programmatic marketplace courts CPGs with 'pre-optimized audiences'
Cara Pratt, of Kroger Precision Marketing at 84.51°, tells Marketing Dive about why the platform enables brands to use their DSP of choice.
By Peter Adams • Oct. 21, 2021 -
Asa Hiken/Marketing Dive
NIL offers fertile ground for brands, but it needs 'turnkey' solutions to grow
Sports marketers at Advertising Week detailed how platforms, such as group licensing programs, could streamline how brands partner with college athletes.
By Asa Hiken • Oct. 21, 2021 -
Courtesy of Mars Wrigley
How Mars approaches contextual advertising as a cookieless future looms
There is no one-size-fits-all solution for agencies looking across categories and brands, said the head of investment and activation at GroupM's Wavemaker.
By Chris Kelly • Oct. 20, 2021 -
Asa Hiken/Marketing Dive
For Jose Cuervo, marketing success means engaging consumers more directly
The marketer's strategy has shifted away from a heavy reliance on brand awareness, the CMO of parent Proximo Spirits said during Advertising Week.
By Asa Hiken • Oct. 20, 2021 -
Courtesy of Procter & Gamble
P&G: Marketing efficiency breeds effectiveness, leading to more investment
As consumers seek out trusted brands, the CPG marketer's quarterly results show it reaping the benefits of investments in digital marketing, supply chain and data analysis.
By Chantal Tode • Oct. 20, 2021 -
Asa Hiken/Marketing Dive
Diageo's Pronghorn eyes cross-industry impact via a diversity 'blueprint'
The spirits marketer is angling for long-term impact by demonstrating how to best enact tangible change, according to executives at Advertising Week.
By Asa Hiken • Oct. 19, 2021 -
CentralITAlliance via Getty Images
Deep DiveHow product shortages and an extended shopping season are upending holiday marketing
Preparing contingencies for different holiday scenarios puts additional pressure on brands and agencies working to keep up amid their own staffing challenges.
By Natalie Koltun • Oct. 19, 2021 -
Retrieved from General Motors on October 18, 2021
Cadillac's CMO on shifting brand strategy to address supply chain, cookie challenges
At Advertising Week, Melissa Grady said holiday ads this year could focus more on brand-building for the Lyriq, Cadillac's first EV, versus typical deals-oriented messaging.
By Peter Adams • Oct. 19, 2021 -
Anthony Devlin via Getty Images
Stellantis taps Black-owned agency to shore up multicultural marketing
Detroit-based Ignition Media Group will serve as a "sounding board" on DEI efforts for the automaker behind brands including Chrysler, Dodge and Jeep.
By Chris Kelly • Oct. 18, 2021 -
Drew Angerer / Staff via Getty Images
Advertising Week reflects on adland's many changes during tumultuous period
Hot topics are likely to include new ways to collaborate, emerging business models and societal issues as many attend their first conference in a long time.
By Aaron Baar • Oct. 18, 2021 -
Courtesy of Campbell's
Campbell's brand modernization continues with musical QR codes on cans
Along with a partnership with Universal Music Group, the CPG brand will let customers submit cooking-inspired songs for a chance to win $20,000.
By Chris Kelly • Oct. 18, 2021 -
Kaarin Vembar/Marketing Dive
Under Armour names first chief consumer officer as marketing chief plans exit
Massimo Baratto will take over the functions of the CMO in the new position, overseeing global marketing, e-commerce and retail.
By Cara Salpini • Oct. 18, 2021 -
https://www.pexels.com/photo/mother-with-baby-using-laptop-7282634/
Sponsored by UserTestingTackling post-pandemic CX challenges with a focus on empathy
How leading customer experience (CX) teams are using empathy to mitigate post-pandemic challenges and meet the needs of customers.
By Janelle Estes • Oct. 18, 2021 -
Courtesy of Abercrombie & Fitch Management Co.
Hollister unveils gamer apparel from new 'chief gaming scout'
Kyle "Bugha" Giersdorf, who has 4.8 million Twitch followers, will also help to lead the brand's gamer training program.
By Asa Hiken • Oct. 15, 2021 -
Courtesy of Crockpot
Crockpot fires up NFT to target next generation of at-home cooks
Moving its slow cooker from the cupboard to the blockchain, the brand wanted to avoid an overt nostalgia play as it celebrates 50 years.
By Peter Adams • Oct. 15, 2021 -
Courtesy of Popeyes
Popeyes heats up Megan Thee Stallion collab with merch drops, new chicken sandwich
A partnership with the hip-hop star, who is now a franchise owner, spotlights a sauce inspired by her sassy personality and an Easter egg-loaded video.
By Peter Adams • Oct. 14, 2021 -
Retrieved from Tide on April 01, 2021
What's next for sustainability in marketing following a year of surprising resilience?
Corporate pledges are increasingly being complemented by more direct ad campaigns as companies like P&G and PepsiCo prioritize the issue.
By Peter Adams • Oct. 14, 2021 -
Courtesy of The North Face
The North Face marks 55 years with crowdsourced archive of exploration
"It's More Than A Jacket" will include programs at the San Francisco Museum of Modern Art and leads the outdoor apparel brand's holiday efforts.
By Natalie Koltun • Oct. 13, 2021 -
Courtesy of Starbucks
Starbucks, Netflix partner on book club-inspired content series
Both brands are looking to engage people around the film and TV adaptations that have surged in popularity as viewing continues to shift to streaming.
By Chris Kelly • Oct. 13, 2021 -
Courtesy of Bacardi
Bacardi pairs purpose with NFTs to empower fan investment in music diversity
The rum brand tapped upstart marketplace Sturdy Exchange to help shine a light on the underrepresentation of female producers.
By Asa Hiken • Oct. 13, 2021 -
Permission granted by Heinz
Heinz dresses up ketchup as 'Tomato Blood' for Halloween effort hawking costume kits
The push, which includes a pop-up and e-commerce site, recognizes that DIY costumes may be more common as retailers deal with supply chain shortages.
By Peter Adams • Oct. 12, 2021 -
Megan Rapinoe appeared in an ad Subway uploaded to YouTube on July 21, 2021.
Deep DiveCan QSRs meet marketing's new imperatives without alienating franchisees?
National brand building is often in conflict with the needs of local operators — a dichotomy that has only become more apparent in the past 18 months.
By Chris Kelly • Oct. 12, 2021
