Brand Strategy: Page 102

  • Dos Equis marketing campaign April 2021
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    Courtesy of Dos Equis
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    Dos Equis' new brand direction offers a dose of post-pandemic optimism

    The Heineken-owned brew delivers a fresh spot that shows people gussying up for their first nights out in a long time while introducing a new look and tagline.

    By • April 21, 2021
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    Courtesy of Old Spice
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    Deep Dive

    Why brands like Neutrogena and Old Spice are rushing to build internal content studios

    While people seek ad-free platforms like streaming services, brands angle to meet the appetite for programming — but they must avoid navel-gazing.

    By • April 20, 2021
  • 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

    From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here's a look at key trends driving marketing in 2025.

    By Marketing Dive staff
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    Courtesy of Volkswagen
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    How brands are fumbling sustainability — and how they can get it right

    Some brands lean too heavily on marketing to drive sustainability, while newer green brands can have more fun with messaging because of their more holistic approach.

    By • April 19, 2021
  • Mountain Dew, Green Park partnership retrieved by Marketing Dive on April 16, 2021
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    Permission granted by PepsiCo
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    How PepsiCo leverages startup expertise to keep pace with digital tech trends

    Recent partnerships through the PepsiCo Labs venture focus on virtual experiences and new methods of product integration, speaking to a need to think beyond traditional ads.

    By • April 16, 2021
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    Courtesy of P&G
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    How P&G and Lush pursue brand activism with authenticity

    Supporting meaningful social change requires a thoughtful approach and corporate buy-in, executives said at the MMA Global's Impact conference.

    By • April 8, 2021
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    Courtesy of Walmart
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    For Walmart, some pandemic-related marketing changes will endure longer than others

    Executives speaking at the MMA's Impact conference talked up strong results for experiential activations on the same day the retailer announced hiring its first chief creative officer. 

    By • April 7, 2021
  • Neutrogena launches first brand content studio to create original programming
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    Courtesy of Neutrogena
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    Neutrogena opens its first brand studio to create original content

    Actress Kerry Washington produced Neutrogena Studios' first offering, a short film titled "In the Sun" that focuses on skin safety.

    By • April 6, 2021
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    Courtesy of White Claw Hard Seltzer
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    White Claw, a brand built on social buzz, focuses on fans in first global campaign

    Improvised moments animate the effort that looks to shore up White Claw's place at the top of an increasingly crowded hard seltzer category.

    By • April 1, 2021
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    Mastrminda via Pixabay
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    Ikea assembles chief creative officer role as marketing, product development needs converge

    Agency vet Linus Karlsson steps into the newly created position as the home goods retailer tries to keep pace with fast-moving consumer trends.  

    By • March 25, 2021
  • Nike's first Nike Rise concept store in Guangzhou, China
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    Courtesy of Nike
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    What Nike's Datalogue deal says about the brand's evolving approach to data-driven marketing

    CEO John Donahoe emphasized the importance of aligning traditional creative teams with new tech-oriented capabilities on a call with analysts.  

    By • March 22, 2021
  • Stock photo of a masked grocery shopper
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    "Woman in Yellow Tshirt and Beige jacket Holding a Fruit Stand" by Anna Shvets is licensed under CC BY 1.0
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    M&M's leads CPG brands on DTC strategy as more shopper dollars shift online

    A mix of engaging content, product personalization and clear loyalty offerings put the Mars marketer at the front of the pack, according to Forrester.

    By • March 12, 2021
  • Taco Bell mobile store
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    Retrieved from Taco Bell on August 20, 2020
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    Yum Brands buys Kvantum's AI business to 'fast-track' data-driven marketing

    The owner of KFC and Taco Bell will combine Kvantum's machine learning tech with culture-based insights from Collider Lab, a consultancy it acquired in 2015.

    By • March 2, 2021
  • Coca-Cola, plastic
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    Permission granted by Coca-Cola
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    Coke plans data-driven, 'always-on' experiential campaigns as sales dip

    The company is looking to drive "greater efficiency across the marketing spend portfolio" and announced plans for Sprite's first global campaign.

    By • Feb. 11, 2021