Brand Strategy

  • P&G Native minisoap poster
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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
  • Bowen Yang for Zoom
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    Courtesy of Zoom
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    Q&A

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

    CMO Kim Storin details how the brand approaches media and measurement for a global effort centered on the intersection of heart, humor and product truth.

    By • Dec. 10, 2025
  • Explore the Trendlineâž”
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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
  • 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
  • U.S. Soccer ad image
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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
  • A man in a wheelchair faces a group of people, contributing to the dialogue in a collaborative setting.
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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
  • Subway campaign still
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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
  • A can of Daddy's Home Mug Root Beer cologne sits on a tabletop next to a bust of a bulldog.
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    Courtesy of Mug Root Beer
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    PepsiCo’s Mug brand finds Gen Z sweet spot: Fragrance, dogs and TikTok

    The quickly growing brand leans into its recent social media successes by launching Daddy’s Home cologne on TikTok Shop.

    By Aaron Baar • Dec. 3, 2025
  • Man drinking Keurig coffee at home
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    Courtesy of Keurig
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    Why Keurig grounded its new brand platform in post-pandemic realities

    The first major work from bespoke Publicis unit KDPOne looks to reset the coffee brand ahead of parent Keurig Dr Pepper’s split into two companies.

    By • Dec. 3, 2025
  • Columbia's Expedition Impossible
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    Courtesy of Columbia Sportswear
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    Columbia challenges flat-earthers as part of bolder marketing revamp

    In an open letter and social videos, CEO Tim Boyle tasks conspiracy theorists with proving their beliefs for a chance at winning the company’s assets.

    By • Dec. 2, 2025
  • Snapchat's Winter Village augmented reality experience.
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    Courtesy of Snap
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    Boss, Lancôme open virtual boutiques with Snapchat’s shoppable AR

    Chopard and other luxury brands are featured in the Snapchat Winter Village, a digital activation meant to mimic the in-person shopping experience.

    By • Dec. 2, 2025
  • A flat, cartoon-style scene shows a bright red car at center, with a woman lounging on its roof and a person in a football helmet sitting in a director’s chair to the left. On the right, a person films with a camera on a tripod while cheerleaders and a football player jump in the background, and scattered snacks and floating items like a burger, fries, and footballs fill the scene.
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    Illustration: Emma Erickson 

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    Tracker

    The complete Super Bowl 60 ad tracker for 2026

    German technology conglomerate Bosch will return for a second year in a move that comes as the marketer doubles down on its U.S. presence.

    Updated Dec. 3, 2025
  • A RC Cola is pictured in the air, spilling soda.
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    Courtesy of Keurig Dr Pepper
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    Inside RC Cola’s comeback campaign

    Keurig Dr Pepper wants to bring the brand back into the conversation as more soda drinkers gravitate toward nostalgic beverages and classic cola flavors.

    By Laurel Deppen • Dec. 1, 2025
  • Burger King's Spongebob collaboration
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    Courtesy of Burger King
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    Burger King’s CMO on how a ‘SpongeBob’ collab cuts across generations

    The partnership spans new ads, a special menu, toys, packaging, an app takeover, experiential activations and more.

    By • Dec. 1, 2025
  • Crowds in front of Mall of America on Black Friday
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    Courtesy of Mall of America
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    Winners and losers of Black Friday 2025

    Online discounts were flat year over year. However, some retailers won with exclusive giveaways that enticed customers into stores.

    By Dani James • Nov. 29, 2025
  • A person in a leather jacket holds an assortment of Molson Coors products.
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    Courtesy of Molson Coors
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    Molson Coors says ‘Just Bring the Beer’ in bid to millennials, Gen Z

    The brewer highlights several of its brands for a holiday campaign inspired by the younger generations’ preference for experiences over traditional gifts.

    By • Nov. 28, 2025
  • Urban Outfitters and Dunkin' collaboration
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    Courtesy of Urban Outfitters
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    How Urban Outfitters connects with Gen Z through brand collaborations

    The retailer has increased sales growth and brand affinity in part by teaming with brands like Dunkin’ and artists like Tinashe to meet consumer needs.

    By • Nov. 26, 2025
  • Amanda Batula for Vaseline
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    Courtesy of Vaseline
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    Q&A

    Inside Vaseline’s social-first, innovation-led marketing playbook

    The brand is “pioneering the kind of desire at scale thinking” that Unilever wants to replicate across its portfolio, CEO Fernando Fernandez has said. 

    By • Nov. 25, 2025
  • Martha Stewart poses in a denim-wrapped kitchen for American Eagle's 2025 holiday campaign.
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    Courtesy of American Eagle
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    Why American Eagle tapped Martha Stewart to extend beyond Gen Z

    After making headlines with its fall campaign, the retailer is targeting gift givers and recipients alike for the next chapter of its “Give Great Jeans” holiday push. 

    By • Nov. 25, 2025