Brand Strategy

Captain Morgan creates larger-than-life statues of NFL superfans

The brand also partnered with Sports Illustrated to include all 32 nominees of The NFL Fan of The Year Contest in its February print issue. 

By Sara Karlovitch • Dec. 9, 2022

Avocados from Mexico returns to Super Bowl with ‘good times and good taste’

A 30-second ad will tie into a larger campaign and new shopper marketing program featuring real-life couple Deion Sanders and Tracey Edmonds.

By Peter Adams • Dec. 9, 2022

Campaign Trail: Duracell swaps product focus for emotionally led holiday ads

Along with changing up its messaging strategy, the battery marketer is taking a different approach to social with a spotlight on its new TikTok creator program.

By Peter Adams • Dec. 9, 2022

Chevron integrates its US fueling applications to Apple CarPlay

The first-of-its-kind tie-up allows drivers to purchase fuel from their car dashboard, with the purchase tied to the energy company’s rewards program. 

By Aaron Baar • Dec. 8, 2022

E.l.f. forecasts ‘glow storm’ with The Weather Channel, Meghan Trainor

The pop star takes to TikTok for a special weather report timed to the restocking of the beauty brand’s popular Halo Glow Liquid Filter. 

By Jessica Deyo • Dec. 8, 2022

McCormick spices up the metaverse with Decentraland experience

Users can interact with the chefs who inspired the brand’s inaugural flavor of the year, Vietnamese x Cajun Style Seasoning, and earn a virtual wearable. 

By Sara Karlovitch • Dec. 8, 2022

Coke’s holiday strategy leans into streaming with Prime Video anthology

A series of shorts come from a new “Real Magic Presents” banner and highlight diverse storytellers from around the globe.

By Peter Adams • Dec. 8, 2022

Lord & Taylor is latest to set up retail media network

The creation of a digital advertising business is an attempt by one of the country’s oldest department store brands to stay relevant in the 21st century.

By Aaron Baar • Dec. 8, 2022

Adidas, Snapchat partner for exclusive Bitmoji Fashion Drop

Users within the app can purchase a virtual yellow track jacket branded with the retailer’s signature three stripes for 250 Snap Tokens. 

By Jessica Deyo • Dec. 7, 2022

Heineken tests attention-based metrics to track sponsorship success

Using a new APM measure, the beer marketer saw better-than-expected results and achieved the highest level of brand recall among Rock in Rio sponsors.

By Peter Adams • Updated Dec. 8, 2022

GE is sole sponsor of NY Times print edition for a day

The conglomerate also leveraged desktop, mobile and audio activations across the newspaper’s properties to showcase three new companies. 

By Sara Karlovitch • Dec. 7, 2022

Gartner: Uncertainty clouds CMO prospects for 2023

Marketers might need to defend their independence internally as a cross-functional focus eats away at budgets that have struggled to bounce back.

By Peter Adams • Dec. 6, 2022

Miller High Life unveils leg lamp beer tower inspired by ‘A Christmas Story’

The nostalgic novelty product retails for $120 and, unlike in the movie, features a vessel that doubles as a beer dispenser.

By Sara Karlovitch • Dec. 6, 2022

Los Angeles Rams kicks off live in-venue AR app sponsored by SoFi

The ARound Stadium app, developed by Stagwell, includes a broadcast integration and at-home 3D activations.

By Jessica Deyo • Dec. 5, 2022

Hotel brands boost revenue after harnessing first-party data, report finds

With their widely used loyalty programs, hotel brands are sitting on a wealth of first-party data that can be used to better cater to target consumers.

By Aaron Baar • Dec. 5, 2022

The new B2B landscape: A guide to connecting with B2B buyers

Shopping habits have changed across both the B2B and B2C landscape. Learn the three key themes to drive consideration, foster engagement and deliver business results in this new shopping landscape.

By Doug Novack • Dec. 5, 2022

Reading between the lines of YouTube’s best-performing ads for 2022

An absence of major CPG and retail marketers on the list speaks to how those categories have adjusted strategy in a challenging year.

By Peter Adams • Dec. 2, 2022

NFL expands Fortnite presence with sponsor Visa

The NFL Zone will be a persistent presence featuring mini-games, virtual tailgating experiences and content from creators. 

By Aaron Baar • Dec. 1, 2022

An industry in motion: the greatest forces shaping marketing in 2022

After another tumultuous year, Marketing Dive has gathered the stories that key into the biggest industry developments, whether related to emerging channels or striking the right tone.

By Sara Karlovitch • Dec. 1, 2022

Burger King airdrops codes for free whoppers in Times Square

Leveraging mobile to engage with consumers in highly trafficked public spaces sees renewed interest as holiday shoppers return to the streets. 

By Sara Karlovitch • Dec. 1, 2022

Coke names new marketing lead for North America amid strategy shift

The appointment is one of several leadership changes taking effect in January as the company tries to reduce complexity and improve speed.

By Peter Adams • Nov. 30, 2022

Crown Royal’s digital collectible sends care packages to troops

Consumers can nominate someone they think is deserving of a digital crown through the end of the year.

By Sara Karlovitch • Nov. 30, 2022

HelloFresh caters to ‘Elf’ fans with meal kits serving Buddy’s signature dish

A limited-run holiday product includes step-by-step instructions for recreating a meal consisting of spaghetti topped with syrup and sweets.

By Peter Adams • Nov. 29, 2022

Kids Foot Locker opens House of Play Roblox experience

The game, which is based on a real store concept, allows users to play mini games and collect tokens to exchange for super-powered sneakers.

By Tatiana Walk-Morris • Nov. 29, 2022

Corona turns iconic holiday ad into virtual Tannenpalm Tree Lot

Taking inspiration from its 32-year-old “O’Tannenpalm” holiday ad, Corona has created a promotion that is both nostalgic and looks towards the future. 

By Aaron Baar • Nov. 29, 2022