Brand Strategy


  • Citroën
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    Courtesy of Citroën
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    Column

    Campaign 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 July 12, 2024
  • Doechii holding a Sprite
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    Courtesy of Sprite
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    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
  • Artificial intelligence helping businessman make strategy and forecast. Explore the Trendline
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    zhuweiyi49 via Getty Images
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    Trendline

    Top 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
  • A man stands in a room reminiscent of a college dorm wearing jeans and a red NYC t-shirt.
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    Courtesy of Urban Outfitters
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    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 July 11, 2024
  • Three people look at a smartphone for Total Wireless
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    Courtesy of Total Wireless
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    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 July 11, 2024
  • Ocean Spray rebrand OOH ads
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    Courtesy of Ocean Spray
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    Deep Dive

    Why marketers keep refreshing brands instead of betting on splashy ads

    The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing.

    By July 10, 2024
  • Actor Michael Cera holds a tub of CeraVe lotion as part of campaign materials for the skincare brand's first-ever Super Bowl commercial.
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    Courtesy of CeraVe
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    Deep Dive

    6 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 , July 10, 2024
  • Vans World 2.0 in Roblox
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    Courtesy of The Gang
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    Vans refreshes Roblox activation with ‘phygital’ maneuver

    To drive traffic to the space, which reached 100 million visits last year, the brand is dropping a virtual version of a new shoe prior to its in-store release.

    By July 10, 2024
  • Person working on crafts in Etsy campaign spot
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    Courtesy of Etsy
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    Etsy addresses anxiety over AI, mass manufacturing with new brand mission

    Real Etsy sellers are highlighted in ads that complement policy changes that aim to more strongly enforce a human touch on product listings.

    By July 9, 2024
  • Serena Williams attends a film premiere
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    Michael Loccisano / Staff via Getty Images
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    Q&A

    Why Morgan Stanley teamed with Disney to sponsor a Serena Williams docuseries

    CMO Alice Milligan explains how the move was a natural fit for a financial services marketer that has made amplifying women’s sports a priority.

    By July 9, 2024
  • Three people on a golf cart hold Taco Bell products
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    Courtesy of Taco Bell
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    Taco Bell opens ‘early retirement’ community in latest experiential play

    Available exclusively for rewards members, The Cantinas offers senior-inspired recreation and recalls the brand’s groundbreaking pop-up hotel.

    By July 9, 2024
  • Portrait of a woman
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    Permission granted by Fabiosa Media
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    Sponsored by Fabiosa Media

    How prompting and integration AI assistants have sped up viral video content production 100 fold

    AI integration has revolutionized content creation at Fabiosa Media, speeding it up by 100 times.

    By Olena Razinkova, Fabiosa Media CEO and Chief Creative Producer • July 8, 2024
  • A women in a pink bathing suit and sunhat lays in a blue pool float in the middle of a pool with a cocktail.
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    Courtesy of Tito's
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    Tito’s research-backed campaign showcases the joys of staycations

    While other spirit brands focus on tropical getaways, Tito’s is embracing the many positives of being at home.

    By July 8, 2024
  • Charlie Puth for Bic
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    Courtesy of Bic
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    BIC gears up for Olympics, back-to-school with celeb-focused efforts

    The brand reteams with Snoop Dogg and Martha Stewart and enlists Charlie Puth for efforts timed to major periods for ads and sales.

    By July 8, 2024
  • Actors Eric Wareheim and Atsuko Okatsuka stand next to each other on a prom dance floor
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    Permission granted by Kind Snacks
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    Kind brings lighter touch to healthy snack marketing in brand refresh

    New CMO Osher Hoberman said a prior purpose-led marketing strategy was too fragmented to align with the commercial opportunity.

    By Updated July 11, 2024
  • Dove Self-Esteem beauty generated by AI
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    Courtesy of Dove
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    Dove CMO who built brand’s purpose marketing bona fides departs

    Alessandro Manfredi is leaving Unilever after over two decades as the type of purpose-driven marketing he helped define is increasingly challenged.

    By July 3, 2024
  • McDonald's Teams Up with Hit Anime Series "JUJUTSU KAISEN" to Unleash New App Exclusive Special Grade Garlic Sauce.
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    Courtesy of McDonald's USA
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    McDonald’s links with anime series for app-exclusive sauce

    The chain’s collaboration with “Jujutsu Kaisen” to launch its Special Grade Garlic Sauce also includes a tie-up with anime streaming service Crunchyroll. 

    By July 3, 2024
  • Several booths designed to like the old West are lined up outside.
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    Courtesy of 818 Tequila
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    818 Tequila mixes cocktail of sustainability, social media and celebrity

    Founded by Kendall Jenner, the brand reaches Gen Z through cultural hooks and understanding the cohort’s priorities, said CMO Kathleen Braine.

    By Nicole Ortiz • July 2, 2024
  • Joann store.
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    Courtesy of Joann
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    Joann launches Gen Z-focused brand campaign

    A key element of the craft retailer’s first major post-bankruptcy initiatives will involve leveraging influencer relationships.

    By Nate Delesline III • July 1, 2024
  • An AI-generated image of a person on a fashion runway
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    Courtesy of Motorola
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    Motorola walks the runway with entirely AI-generated campaign

    To promote new folding smartphones powered by artificial intelligence, the firm used different tools to create phone-inspired fashions for virtual models.

    By July 1, 2024
  • E.l.f. Beauty imagery for its E.l.f. Up! experience on Roblox. The image shows four virtual characters standing together in a colorful virtual world.
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    Courtesy of E.l.f. Beauty
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    E.l.f. tests real-world commerce on Roblox via Walmart tech

    Users can now purchase physical products within an experience developed with esports agency eGen and metaverse games publisher Supersocial.

    By July 1, 2024
  • Burt's Bees products stand in the foreground as a dark scene sits in the background.
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    Courtesy of FCB
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    Burt’s Bees teams with Amazon Ads for ‘Screencare’ product sets

    The brand developed custom skincare sets inspired by Prime Video’s top genres for a campaign that has led to a 53% uptick in sales.

    By July 1, 2024
  • Khaby Lame with a bottle of Tide in a laundromat
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    Courtesy of Group Black
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    P&G brings top TikToker Khaby Lame’s humor stateside with Tubi series

    Made with Group Black, “Khaby Is Coming To America” integrates CPG brands like Tide and Bevel and is part of P&G’s multicultural marketing efforts.

    By June 28, 2024
  • Actor Jeremy Allen White is pictured for a photoshoot in black and white. He is wearing Calvin Klein boxer briefs and a wet T-shirt.
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    Courtesy of PVH Corp.
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    Deep Dive

    Calvin Klein’s Jeremy Allen White ads turned heads, but the biggest impact may be to the brand’s image

    “The Bear” star’s images generated $74 million in media impact value amid a years-long effort by holding company PVH to make the line more desirable.

    By Laurel Deppen • June 27, 2024
  • Toyota's "Getaway Driver" short film promotional imagery.
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    Courtesy of Toyota
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    Toyota targets Gen Z, millennials on YouTube with Corolla Hybrid short film

    The new “Getaway Driver” video riffs on classic horror film tropes and features comic-actor and social media personality King Bach.

    By Aaron Baar • June 27, 2024
  • Sisters using mobile phone in the bedroom at home
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    FG Trade Latin via Getty Images
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    Report: Gen Alpha’s tech sophistication will challenge brand strategies

    The most digital generation already has a more grounded perception of companies than kids of the past, valuing creative enablers like Lego most.

    By June 27, 2024