Brand Strategy
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Courtesy of Hyundai Motor America
Why Hyundai shifted gears for more emotional Summer Olympics ads
CMO Angela Zepeda explained the change in tone and why the brand’s vehicles are taking a back seat for the occasion.
By Peter Adams • July 26, 2024 -
Courtesy of Palo Alto Networks
ColumnCampaign Trail: Palo Alto Networks equips Keanu Reeves with AI-powered weapons
The cybersecurity firm recruited a Hollywood team to prove that B2B marketing doesn't have to mean “business-to-boring.”
By Chris Kelly • July 26, 2024 -
Explore the Trendline➔
zhuweiyi49 via Getty Images
TrendlineTop 5 stories from Marketing Dive
A look at how areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.
By Marketing Dive staff -
Courtesy of Vitaminwater
Vitaminwater returns to its New York roots in Spike Lee-directed ads
In an effort by WPP’s Open X, a local angle stands in contrast to the Coca-Cola-owned brand’s last major campaign, which focused on Lil Nas X.
By Peter Adams • July 25, 2024 -
Courtesy of American Eagle
Inside American Eagle’s ‘Live Your Life’ brand platform and fall campaign
CMO Craig Brommers explains how efforts like a social-focused tie-up with Life on Film to capture disposable camera footage are meant to reach Gen Z.
By Jessica Deyo • July 25, 2024 -
Courtesy of NBCUniversal
How Coca-Cola, Delta are ‘Olympicizing’ campaigns with NBCUniversal
As total ad sales for the games surpass $1.2 billion, six major marketers will sponsor a commercial-free hour during the opening ceremony.
By Chris Kelly • July 24, 2024 -
Courtesy of Best Buy
Best Buy refreshes brand with new tagline and ‘spokeshologram’
The retailer is leaning into discovery for an effort that includes a new color palette and series of back-to-school ads featuring brand character Gram.
By Jessica Deyo • July 23, 2024 -
Courtesy of Kellanova
Kellanova expands partnership with IPG to accelerate brand growth
The marketer prioritizes digital-first innovation and “creative firepower” as it shakes up its agency roster for the first time since Kellogg was split in two.
By Chris Kelly • July 22, 2024 -
Permission granted by Nike
Nike kicks off marketing comeback with gritty Olympics ads
Wieden + Kennedy Portland created spots probing qualities that motivate sporting greats like an obsession with power and an inability to be satisfied.
By Peter Adams • July 22, 2024 -
Courtesy of Maximum Effort
How Heinz, Heineken and other brands got their claws into ‘Deadpool & Wolverine’
Maximum Effort’s George Dewey explains how the agency approaches brand partnerships and why the film series is not “ashamed” of advertising.
By Chris Kelly • July 22, 2024 -
Courtesy of Albertsons
Q&AHow Albertsons’ retail media business is incorporating AI, in-store tech and more
Kristi Argyilan, the retailer’s senior vice president of retail media, talks about the grocer’s priorities and where the industry stands today.
By Peyton Bigora • July 22, 2024 -
Permission granted by Kantar
Sponsored by KantarApple brand far from crushed by the iPad ad stumble
What can always-on brand guidance metrics tell us about the impact of the “Crush!” backlash on the Apple brand? Storm in a teacup or disaster averted?
By Brian James, Industry Executive, Technology and Telecommunications • July 22, 2024 -
Courtesy of Vans
Vans launches ‘Always Pushing’ ad campaign with physical, digital experiences
The campaign was released as holding company VF Corp. works to transform the struggling brand.
By Laurel Deppen • July 18, 2024 -
Courtesy of Boost Mobile
Boost Mobile challenges telecom’s big 3 with brand repositioning, campaign
The wireless carrier is unifying its prepaid and postpaid services under a single brand name and marking the effort with a new look and comedic ads.
By Aaron Baar • July 18, 2024 -
Courtesy of Burger King
Why Burger King is all-in on gamification
A full pipeline of new and unique in-app games drives engagement for the brand, according to Preston Nix, director of loyalty and CRM.
By Amanda Baltazar • July 18, 2024 -
Courtesy of Amazon
Amazon pushes savings with back-to-school ad, ‘Dorm Roomz’ series
The e-commerce giant tapped actress Michelle Buteau for a 30-second spot encouraging shoppers to “spend less on your little freeloaders.”
By Jessica Deyo • July 18, 2024 -
Courtesy of Champs Sports
Champs Sports launches brand platform as it works to reposition itself
As part of the effort, the retailer partnered with the Dallas Cowboys’ Micah Parsons, New York Mets’ Francisco Lindor and Miami Dolphins’ Jaylen Waddle.
By Howard Ruben • July 17, 2024 -
Courtesy of Audible
Audible brings storybooks to life with innovative global AR campaign
The out-of-home ads leverage GroupM’s WinDOOH technology to transport consumers to fantastical worlds without the use of a mobile device.
By Jessica Deyo • July 17, 2024 -
Alex Wong via Getty Images
Kraft Heinz names former Pepsi marketer Todd Kaplan as North America CMO
The decorated CPG marketer, who spent nearly 20 years at PepsiCo, is tasked with realizing modern marketing capabilities that can unlock new growth.
By Peter Adams • July 16, 2024 -
Courtesy of Mountain Dew
Why Mountain Dew introduced the Mountain Dude to refresh ‘Do The Dew’
Crafted by Goodby Silverstein & Partners, a new campaign features a stylish brand character and a call for consumers to get off their… donkeys.
By Chris Kelly • Updated July 15, 2024 -
Courtesy of Honda
Honda drives deeper into gaming, esports with Twitch Rivals sponsorship
Users will be able to digitally customize a 2025 Civic hybrid sedan through chat polls during an interactive segment called “Chat’s Civic Mods.”
By Chris Kelly • July 15, 2024 -
Courtesy of Citroën
ColumnCampaign Trail: Citroën’s revolution liberates electric vehicles from elites
The Stellantis automaker updated the French Revolution with an anachronistic spot from agency BETC that recalls Sofia Coppola’s “Marie Antoinette.”
By Chris Kelly • July 12, 2024 -
Courtesy of Sprite
Sprite leans into AI remixes for music platform’s return
For Sprite Limelight’s return, music fans can create tracks using a common hook via the Soundlabs remix tool available in Coca-Cola’s app.
By Aaron Baar • July 11, 2024 -
Courtesy of Urban Outfitters
Urban Outfitters blends physical, digital with back-to-school campaign
The retailer’s “Shift Happens” campaign brings influencer-created Pinterest boards to life at a two-day activation in New York.
By Sara Karlovitch • July 11, 2024 -
Courtesy of Total Wireless
Verizon’s Total Wireless rebrands to break through a crowded category
Verizon Value CMO Cheryl Gresham explores the prepaid wireless carrier’s new look and why terms like “multicultural marketing” feel limiting.
By Chris Kelly • July 11, 2024 -
Courtesy of CeraVe
Deep Dive6 campaigns that signaled a creative resurgence in H1 2024
As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack.
By Peter Adams , Jessica Deyo • July 10, 2024
