Brand Strategy

  • A group of diverse people sit at a table.
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    Courtesy of Anheuser-Busch InBev

    Stella Artois crashes into dining trends, shifts brand positioning

    The AB InBev brand is putting a bigger focus on casual dining in an attempt to court consumers as dinner habits evolve. 

    By March 20, 2023
  • NBA app
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    Courtesy of NBA

    NBA scores by personalizing emails with blend of timely content

    Conversion and click-through rates got a boost when fan interests were reflected in dynamic content like animations, countdown timers and GIFs.

    By Aaron Baar • March 20, 2023
  • Bike lane in evening. Sign for bicycle painted on the asphalt. Car and traffic in background. Dividing line. Shadow from sunset sun. Explore the Trendline
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    olaser via Getty Images

    The Marketing Dive Outlook on 2023

    Key into where the industry winds are blowing in 2023 across media, emergent technology and the public mood.

    By Marketing Dive staff
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    Mario Tama via Getty Images

    Tide inserts Kumail Nanjiani into messy viral videos for bigger pods push

    The actor pops up in viral posts, like one where a baby is covered in peanut butter, to promote overhauled Tide Power Pods with more detergent.

    By March 17, 2023
  • Several sheep mill around a bar
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    Courtesy of Bushmills Irish Whiskey

    Bushmills unleashes sheep on NY bar for St. Patrick’s Day campaign

    In a humorous new ad, the Irish whiskey brand urges bar goers to avoid herd mentality and ditch its competitors.

    By March 17, 2023
  • Smartwater campaign
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    Courtesy of Smartwater

    Campaign Trail: Smartwater elevates hydration with athletes — and Pete Davidson

    The Coca-Cola brand teamed with VMLY&R to show how its latest innovation helps consumers elevate their lives in a variety of ways.

    By March 17, 2023
  • A sign is posted in front of a Pinterest office on February 06, 2023 in San Francisco, California.
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    Justin Sullivan / Staff via Getty Images

    Northwestern Mutual, Pinterest team to give free financial advice to Gen Z

    “From Pinning to Planning” includes an online quiz that users can take to reveal their Pinterest Persona and receive custom financial advice. 

    By Aaron Baar • March 16, 2023
  • Meta logo sign outside California headquarters
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    Kelly Sullivan via Getty Images

    Meta’s ‘year of efficiency’ brings lofty AI ambitions — and more mass layoffs

    The company detailed a restructuring plan that will see 10,000 more layoffs and a focus on AI, speaking to the impacts the tech could have on social media.

    By March 16, 2023
  • An image from Heinz's Fortnite tomato farm island.
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    Courtesy of Heinz

    Heinz highlights soil degradation with Fortnite island

    The ketchup maker is looking to raise awareness about sustainable farming, tasking Fortnite players with keeping a shrinking farm up and running.

    By March 16, 2023
  • Twisted Tea VasectomUndies
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    Courtesy of Twisted Tea

    Twisted Tea drops vasectomy underwear for March Madness

    The hard iced tea brand's novelty merch is timed to an increase in vasectomies that occur during the NCAA basketball tournament.

    By March 16, 2023
  • A Coors-icle in blue and silver packaging rests against a can of Coors light against a blue backdrop.
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    Courtesy of Molson Coors

    Coors Light helps calm anxious basketball fans with beer-flavored ice pops

    The brewer is taking its “Made to Chill” tagline a step further with limited-edition frozen treats timed to March Madness.

    By March 15, 2023
  • A photo of a guest viewing an augmented reality experience on Denny's menu.
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    Courtesy of Denny's

    Denny’s serves up AR experience with new menu overhaul

    Guests can take a virtual tour of Denny’s new menu and get exclusive deals, as part of a brand update that includes new kitchen equipment and food offerings. 

    By Julie Littman • March 15, 2023
  • A Chevrolet Volt extended-range electric vehicle
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    Bill Pugliano via Getty Images

    General Motors CMO Deborah Wahl to retire

    Along with helping GM navigate the challenges of the coronavirus pandemic, Wahl has helped lead the automaker’s move toward an all-electric future.

    By March 15, 2023
  • Rapper Lil Baby behind the metal head of a goat with four arms each holding a different fragrance.
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    Courtesy of Axe

    Axe enlists Lil Baby to redefine premium through national push

    “The Fine Fragrance G.O.A.T.” markets the brand’s affordable line of premium products and looks to appeal to Gen Z with themes like gaming.

    By March 14, 2023
  • Nestle
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    Christopher Doering/Marketing Dive

    Inside Nestlé‘s long road to improve the sustainability of its packaging footprint

    From Nespresso pods made of paper to Stouffer’s trays made with 30% recycled plastic, the CPG giant is finding novel ways to improve some of the millions of pounds of packaging material it uses annually.

    By Christopher Doering • March 14, 2023
  • A still image from Amazon Prime's ad, "Tache," that shows a young girl with facial hair as part of the company's global campaign, "It's on Prime."
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    Courtesy of Amazon

    Amazon Prime embraces mustaches in global campaign with Olivia Wilde

    The “Don’t Worry Darling” director helmed a spot that stars a young woman learning to love her facial hair with the help of icons like Freddie Mercury.

    By March 14, 2023
  • A Sephora storefront in the mall
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    Cara Salpini/Marketing Dive

    Sephora, TikTok launch content creator program

    The partnership will pair social media content creators with up-and-coming brands from the beauty retailer's accelerator program.

    By Nate Delesline III • March 13, 2023
  • Shot of CMO Fernando Machado linking arms with NotCo CEO Matias Muchnick
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    Retrieved from NotCo via Business Wire on March 13, 2023

    Star CMO Machado jumps from Activision Blizzard to food tech startup

    The well-decorated exec is joining AI-focused NotCo as the firm deepens relationships with major CPG marketers including Kraft Heinz.

    By March 13, 2023
  • The words, "ChatGPT" appear on a multicolored background
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    chaofann via Getty Images

    100 days of frenzied hype around generative AI

    Despite seemingly daily developments around artificial intelligence in the tech world, the ramifications for marketers are not yet clear.

    By March 13, 2023
  • Aeropostale's AeroPax NFT visuals made in partnership with MetaversePlus.
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    Courtesy of Aeropostale

    Aéropostale’s expansive metaverse strategy kicks off with Tesla giveaway

    An upcoming drop of 30,000 NFTs that unlock exclusive perks and entry to digital realm AeroWorld is the first step of a four-phase metaverse activation.

    By March 13, 2023
  • A colorful mural of a DJ and a bottle of Rémy Martin.
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    Courtesy of Rémy Martin

    Rémy Martin integrates QR codes into murals celebrating hip-hop

    As the genre celebrates its 50th anniversary in 2023, the cognac brand is back with a more expansive campaign built around well-known DJs.

    By March 9, 2023
  • Large desktop computer stands on a desk with a computer monitor. The monitor shows a video game with soldiers attacking. There is a keyboard, mouse and headphones on the desk as well.
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    mikkelwilliam via Getty Images

    As video games become cultural juggernauts, marketers still struggle with buy-in

    Even with massive hits like “The Last of Us,” marketers face obstacles around convincing leadership and moving beyond “opportunistic” strategies.

    By March 9, 2023
  • Three influencer posts about sustainability as part of a Unilever study
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    Courtesy of Unilever

    Influencers have greatest impact on consumer sustainability choices, Unilever finds

    Social media influencers were more impactful on consumer behavior than TV documentaries, news articles and government campaigns.

    By March 9, 2023
  • An image captured from Coca-Cola's short film for its campaign "Masterpiece," depicting Coke in the painting "The Scream."
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    Retrieved from Coca-Cola on March 08, 2023

    Coke brings world-renowned art to life in ‘Masterpiece’ push

    The global campaign also spotlights the work of diverse emerging artists and includes a short film, 3D billboards, digital collectibles and an online gallery.

    By March 9, 2023
  • A hand cracks open a can of Bud Light Seltzer against a background of colorful bubbles.
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    Courtesy of Anheuser-Busch InBev

    Bud Light Seltzer clears up misconception about its formula

    As 54% of consumers believe there is beer in the hard seltzer, the brewer developed a card game called Misconceptions as part of a new campaign.

    By March 8, 2023
  • a family watches TV
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    PeopleImages via Getty Images

    GroupM, Warner Bros. Discovery boost brand opportunities around diverse content

    The partnership is the latest ad industry initiative that seeks to create opportunities for diverse media companies and content creators.

    By March 8, 2023