Brand Strategy
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Permission granted by Peter Adams/Marketing Dive
5 Cannes Lions takeaways as marketers wrestle with an industry in flux
Marketing Dive caught up with attendees to ask them about their biggest surprises, frustrations and what they want to see more of at the festival.
By Peter Adams • June 26, 2026 -
Courtesy of Taco Bell
Taco Bell gives away emotional-support tacos as World Cup nerves run high
“Loss Or Celebration Outcome Support,” or “L.O.C.O.S.,” will activate globally and comes as the brand looks to expand its loyalty program.
By Sara Karlovitch • June 25, 2026 -
Explore the Trendline➔
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TrendlineTop 5 stories from Marketing Dive
From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.
By Marketing Dive staff -
Courtesy of Sprite
Sprite unites tastemakers and fans to debate hip-hop’s greatest hits
New campaign “The Living Tracklist” seeks to establish a canon for the genre and employs packaging, social content and a digital experience.
By Chris Kelly • June 25, 2026 -
Courtesy of Lowe's
Q&AWhy Lowe’s wants content creators in its network to pitch product ideas
CMO Jen Wilson explains how the home improvement retailer’s program is evolving from content to curation to creation with partners like MrBeast.
By Chris Kelly • June 23, 2026 -
Courtesy of NBPA
How NBA players will deal directly with brands through a new union arm
Plyrs Untd looks to transform the cultural impact of the league’s players into products, partnerships and business opportunities.
By Chris Kelly • June 22, 2026 -
metamorworks via Getty Images
Sponsored by SnowflakeWhy we made Snowflake’s marketing team “Customer Zero” for AI
How Snowflake turned its 600-person marketing team into an AI-powered organization.
By Denise Persson, Chief Marketing Officer, Snowflake • June 22, 2026 -
Courtesy of Bayer
Aleve tackles home improvement pain with social content and DIY stars
“Fixer to Fabulous” hosts Jenny and Dave Marrs star in a social media campaign from the Bayer pain relief brand.
By Sara Karlovitch • June 17, 2026 -
Retrieved from Albertsons on June 17, 2026
P&G’s latest branded microdrama is built on Albertsons retail media data
The CPG giant is the first to use a new branded entertainment offering from the grocer’s retail media network that puts shopper insights first.
By Peter Adams • June 17, 2026 -
Courtesy of Hinge
Hinge’s chief marketer on why community is more than a marketing channel
Chief Marketing and Communications Officer Tamika Young explains why the dating app has donated millions to grassroots social groups.
By Chris Kelly • June 17, 2026 -
Courtesy of MLS
How the World Cup fuels US soccer leagues and their brand partners
The CMOs at Major League Soccer and the National Women’s Soccer League explain how they’re marketing around the tournament.
By Chris Kelly • June 17, 2026 -
Courtesy of Coach
Coach unites celebrities, Gen Z storytelling under new brand platform
Developed with support from United Talent Agency’s Next Gen Practice and the creative agency Marcel, &Coach tries to break from luxury campaign narratives.
By Peter Adams • June 16, 2026 -
Courtesy of The Macallan
The Macallan latches on to Gen Z’s zeal for special occasion splurges
The campaign, which features actor James Marsden, comes as ultra-premium whiskey continues to outperform the struggling spirits industry overall.
By Sara Karlovitch • June 16, 2026 -
Courtesy of Electronic Arts, Inc.
EA rolls out advertising platform with enhanced offerings for brands
The video game company is enabling brands, including initial partners Coach and Visa, to create, launch and measure campaigns across its library.
By Sara Karlovitch • June 15, 2026 -
Courtesy of KFC
KFC’s brand evolution looks to set the standard for fried chicken QSRs
Global CMO Valerie Kubizniak digs into plans that include a visual refresh as the chain works to reassert itself in a category it created.
By Chris Kelly • Updated June 15, 2026 -
Courtesy of Geico
Geico Gecko steps into new role as AI-generated podcast guest
The mascot’s appearance on “Fudd Around and Find Out” is part of a larger push from the insurer to move past “one-way advertising.”
By Peter Adams • June 12, 2026 -
Courtesy of L'Oréal Paris USA
L’Oréal Paris helps shape ‘Legally Blonde’ origin story in streaming tie-up
The brand is a sponsor of the new “Legally Blonde” prequel show “Elle” and is running a co-marketing campaign inspired by social content.
By Peter Adams • June 11, 2026 -
Getty Images
OpinionThe problem for brands isn’t their marketing strategy — it’s their structure
Organizations that fail to deliver have often hired great talent into a broken system, writes Edmunds’ Alison Steinlauf Anziska.
By Alison Steinlauf Anziska • June 10, 2026 -
Courtesy of Jelly Belly
How Jelly Belly is repositioning its brand for ‘social epicureans’
The new “Bean Appetit” campaign is meant to reintroduce the brand to consumers after its acquisition by confectioner Ferrara in 2023.
By Aaron Baar • June 10, 2026 -
Courtesy of American Eagle
Q&AHow American Eagle is kicking off its deal with the new face of soccer
The campaign will run across social channels, including Instagram, TikTok, YouTube, Pinterest and Snapchat, owned by the brand and the ambassador.
By Chris Kelly • June 10, 2026 -
Courtesy of Hasbro
Optimus Prime will take your call: Hasbro leans into AI-driven licensing
The toy company’s AI studio, Sixth Wall, will debut behavioral licensing, which is focused on how characters think, speak and interact in new experiences.
By Kaarin Moore • June 9, 2026 -
Courtesy of Adidas
Deep DiveNike and Adidas take their rivalry to the World Cup. Who will win?
The brands are both at a crossroads, and their campaign centerpieces play up soccer bona fides alongside the sport’s stars and other pop icons.
By Chris Kelly • June 9, 2026 -
Matt Winkelmeyer / Staff via Getty Images
Why the time is now for experiential marketing — and how to get it right
Melissa Levy, president of experiential marketing agency Sparks, explains the channel’s rise and how marketers can navigate its growing pains.
By Aaron Baar • June 8, 2026 -
Courtesy of Fox
Fox One pitches itself as home of World Cup viewing for obsessive fans
The DTC service looks to break through in streaming with a campaign that plays up the absurd lengths fans will go to watch the tournament.
By Chris Kelly • June 8, 2026 -
Courtesy of Tropicana
Why Tropicana is rejuvenating its creative but keeping the same strategy
CMO Chris Tussing explains how its new campaign is a creative evolution and demonstrates what the brand has learned about effective media planning.
By Chris Kelly • June 8, 2026 -
Adriaticfoto/Shutterstock.com
Sponsored by Zeta GlobalHow modern loyalty programs drive behavior and revenue
Loyalty programs that drive growth do more than reward.
June 8, 2026
