Brand Strategy

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    Christopher Furlong via Getty Images
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    Unilever’s top marketer to depart amid structural shakeup at CPG giant

    Esi Eggleson Bracey will leave at the end of January as Leandro Barreto, current CMO of beauty and wellbeing, sees his remit expanded.

    By • Dec. 18, 2025
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    Courtesy of Athletic Brewing Company
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    Athletic Brewing links with OpenTable in latest bid to sober-curious

    The Dry January tie-up includes a map on the restaurant reservation platform spotlighting locations that serve the nonalcoholic brewer’s products.

    By • Dec. 18, 2025
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    Spencer Platt via Getty Images
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    Trendline

    Multichannel Optimization

    There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.

    By Marketing Dive staff
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    Getty Images
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    Combating the consumer ‘joy deficit’ this season

    Prices are high, shoppers are stressed out and anxiety-inducing marketing doesn’t help. Here’s what retailers can do instead.

    By Cara Salpini • Dec. 17, 2025
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    Permission granted by WeightWatchers
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    WeightWatchers revamps brand identity to better tap into GLP-1 craze

    A new logo, typeface and dedicated GLP-1 medical program follow the company filing for bankruptcy in May after subscriber losses.

    By • Updated Dec. 17, 2025
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    Courtesy of Hi-Chew
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    Hi-Chew’s lifestyle marketing strategy helps it savor US growth

    The Japanese candy brand, which is celebrating 50 years in business, entered the U.S. market in 2008 and found success with coveted Gen Zers.

    By Aaron Baar • Dec. 16, 2025
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    Courtesy of Zola
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    How Zola found its own Taylor and Travis for ‘Wedding of the Year’ push

    CMO Briana Severson explains how the wedding platform’s new campaign reorients the cultural attention on megastars Taylor Swift and Travis Kelce.

    By • Dec. 15, 2025
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    Talon.One

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    Sponsored by Talon.One

    The Black Friday trends that will shape retail strategy in 2026

    Holiday shopping has become a multi-week value season. Here’s what retailers should learn from 2025.

    By The Talon.One team • Dec. 15, 2025
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    Permission granted by Amazon Ads
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    Sponsored by Amazon Ads

    4 tactics for marketers to help drive measurable lift during peak shopping season

    How strategic full-funnel planning can boost visibility and conversions when it counts most.

    Dec. 15, 2025
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    FG Trade Latin via Getty Images
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    Meta streamlines brands’ creator partnerships with AI-powered updates

    New solutions are designed to help advertisers easily find and turn existing organic content on Facebook and Instagram into partnership ads.

    By • Dec. 11, 2025
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    Retrieved from Dollar Shave Club on December 11, 2025
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    Dollar Shave Club’s first AI-generated ad makes tech the punchline

    The brand and partner Too Short for Modeling leveraged AI to animate complex visuals while keeping to a development timeline of just a few weeks.

    By • Dec. 11, 2025
  • Maker's Mark sponsorship of Unrivaled
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    Courtesy of Maker's Mark
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    Maker’s Mark nets first sports league sponsorship with Unrivaled

    The bourbon brand will have a significant presence around the women's basketball league both on-premise and digitally.

    By • Dec. 11, 2025
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    Peyton Bigora/Marketing Dive
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    How Sprouts cultivated an organic appearance in Apple TV hit ‘Pluribus’

    CMO Alisa Gmelich explains how the cameo came about and details other ways the grocer taps into culture, including through women’s sports.

    By • Dec. 10, 2025
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    Courtesy of Procter & Gamble
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    P&G’s Native to debut 50-part microdrama series as genre takes off

    P&G is aligning the adventure-romance, which will debut on social platforms in early 2026, with a history of marketing innovation around soap operas. 

    By • Dec. 10, 2025
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    Courtesy of Zoom
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    Q&A

    How Zoom’s ‘SNL’-powered campaign moves the brand beyond meetings

    Created by Colin Jost’s No Notes agency, “I Use Zoom!” stars Bowen Yang and is a humorous love letter to the platform’s loyal users.

    By • Dec. 10, 2025
  • A giant Q-tip stands above a standard package of the cotton swabs against a blue background
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    Permission granted by Q-tips
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    Q-tips kickstarts bigger marketing push with nearly 6-foot cotton swabs

    An unhinged infomercial and collaborations with Doritos and Goodyear support the launch of Quge-tips and a revamped marketing strategy.

    By • Dec. 10, 2025
  • Sienna Spiro for Gap's 2025 "Give Your Gift" campaign.
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    Courtesy of Gap
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    Q&A

    Gap’s CMO on leveraging the brand’s Katseye success for the holidays

    Fabiola Torres details the recent extension of “Give Your Gift,” a campaign that has generated over 30 million views since its November launch. 

    By • Dec. 9, 2025
  • Walton Goggins for Walmart
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    Courtesy of Walmart
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    Deep Dive

    How the best marketing campaigns of 2025 navigated uncertain times

    The savviest marketers cut through chaos with strategies and tactics that portend where advertising could head next year.

    By , , , • Dec. 9, 2025
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    Courtesy of U.S. Soccer
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    Q&A

    US Soccer’s CMO on its World Cup campaign as brands take the pitch

    The organization’s “Never Chase Reality” push comes as the sports league prepares for stronger interest and engagement from fans and marketers.

    By • Dec. 8, 2025
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    Envato Elements / sofiiashunkina

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    Sponsored by AudioEye

    AEO, GEO and accessibility: The 3 forces that will define 2026 marketing

    AI-driven discovery is here. Accessibility is the next big visibility advantage.

    By Chad Sollis, CMO at AudioEye • Dec. 8, 2025
  • Hershey musical mat experience
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    Courtesy of The Hershey Company
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    How Hershey remade its iconic holiday ad as an interactive experience

    The snack company modernized its 1989 “Holiday Bells” creative by bringing it to life in Rockefeller Center and on digital platforms.

    By • Dec. 5, 2025
  • Underwear and bras on display in a white room.
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    Courtesy of Skims
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    Skims ventures into live entertainment with shoppable TikTok livestream

    The apparel brand co-founded by Kim Kardashian sought to draw inspiration from classic holiday variety shows for a 45-minute shopping experience.

    By Aaron Baar • Dec. 4, 2025
  • "Sesame Street" character Oscar the Grouch appears in Glad's "Don't Get Mad. Get Glad." campaign.
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    Courtesy of Glad
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    Glad teams with Oscar the Grouch to revive ‘Don’t Get Mad. Get Glad.’

    The Clorox-owned brand partnered with the iconic “Sesame Street” character to reimagine his song, “I Love Trash,” and for a social media giveaway.

    By • Dec. 4, 2025
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    Courtesy of Subway
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    Subway promotes revived Sub Club loyalty program in alliterative ads

    The brand is focusing more on entertainment than transactional elements to stand out from other QSR messaging emphasizing value.

    By • Dec. 4, 2025
  • Sydney Sweeney for American Eagle Outfitters.
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    Courtesy of American Eagle Outfitters
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    American Eagle’s celebrity-led marketing turns sales growth positive

    While collaborations with names like Sydney Sweeney helped boost denim, sister brand Aerie delivered far stronger sales growth in Q3. 

    By • Dec. 3, 2025
  • Oreo ad created using aritifical intelligence.
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    Permission granted by Mondelēz International
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    Q&A

    How Oreo maker Mondelēz is rethinking snack marketing with AI

    The CPG giant created a new generative artificial intelligence tool to help personalize advertising while boosting engagement for many of its top brands.

    By Christopher Doering • Dec. 3, 2025