Brand Strategy: Page 107
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Courtesy of Keurig Dr Pepper
Keurig Dr Pepper launches Pepper Perks loyalty program
The soda giant is aiming to secure brand loyalty among its core consumers by rewarding them with a limited-edition chocolate flavor.
By Chris Casey • Aug. 18, 2021 -
Courtesy of Old Navy
Old Navy shifts to inclusive sizing in all stores and online
A new campaign developed with The Martin Agency features Aidy Bryant and includes a TV spot, OOH placements and content on TikTok and Instagram.
By Daphne Howland • Aug. 18, 2021 -
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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 -
Monica Schipper/Getty Images Entertainment via Getty Images
MLB taps former Marriott exec as CMO to bolster digital efforts
Karin Timpone brings a background in digital marketing that could help the league explore areas like loyalty and blockchain.
By Asa Hiken • Aug. 18, 2021 -
Courtesy of Pepsi
Pepsi urges consumers to 'break up' with Coke Zero Sugar in latest challenger move
Responding to backlash to its rival's latest beverage reformulation, Pepsi is giving frustrated fans the chance to win free drinks via social media.
By Peter Adams • Aug. 18, 2021 -
Rich Polk for Getty Images Entertainment via Getty Images
45% of consumers say Subway should drop embattled Megan Rapinoe, survey finds
The U.S. soccer star, who appears in the chain's latest ad campaign, is facing backlash after kneeling at the Tokyo Olympics to protest racism.
By Chris Kelly • Aug. 18, 2021 -
Wingstop shakes up marketing structure as it eyes 100% digital transactions
Inspired by tech companies, the realignment comes as the wing chain places bigger bets on emerging formats like ghost kitchens.
By Peter Adams • Aug. 17, 2021 -
Courtesy of General Mills
General Mills serves up nostalgia with 'Monster Mash' remake, mockumentary
The marketer is utilizing a variety of tactics that could appeal to Gen X and millennial parents in order to launch a new seasonal cereal.
By Chris Kelly • Aug. 17, 2021 -
Retrieved from Pixabay on July 18, 2021
Zelle owner doubles down on marketing, targets older group
The digital payment network's owner is trying to break through post-COVID-19 competition for consumers' attention by demonstrating new use cases.
By Lynne Marek • Aug. 16, 2021 -
Permission granted by Taco Bell
Why winning brands like Taco Bell still look to agencies for help on culture
Mature companies face steeper challenges to growth and could need third-party expertise to connect with new audiences and pop on emerging platforms.
By Peter Adams • Aug. 16, 2021 -
Courtesy of Mars Food
Ben's Original spotlights diverse families in first campaign since rebrand
Doubling down on inclusion, the brand formerly known as Uncle Ben's gave each group the same rice to see the various dishes they would make.
By Peter Adams • Aug. 16, 2021 -
Permission granted by Jif
Jif bridges rap's different styles with 'epically absurd' ads featuring Ludacris
An original song and spots co-starring fellow rapper Gunna play off some fans' thinking that newer rappers sound like they have a mouthful of peanut butter.
By Peter Adams • Aug. 16, 2021 -
iStock / SolStock
Sponsored by UserTestingAn organization obsessed with customer empathy starts with these 5 steps
As the unprecedented availability of information shifts power from brands to buyers, we’ve entered a golden age of the customer. Across every industry, customer empathy is now the competitive differentiator.
By Andy MacMillan • Aug. 16, 2021 -
Courtesy of PepsiCo Beverages North America
Pepsi's new docuseries spotlights Black cuisine in snackable episodes
The episodes are hosted by celebrity chef Marcus Samuelsson and build on the soft drink maker's "Dig In" initiative to support Black-owned restaurants.
By Asa Hiken • Aug. 13, 2021 -
Al Bello via Getty Images
Walmart hands US media duties to Publicis as it ramps up omnichannel focus
Estimated to be the top retail advertiser this year, the big-box store is looking to link ad planning and buying closer to creative with a longtime agency partner.
By Peter Adams • Aug. 13, 2021 -
Courtesy of Dropbox
ColumnCampaign Trail: Dropbox injects humanity into file storage with revamped brand platform
Along with a simplified visual identity, "For All Things Worth Saving" zeroes in on how Dropbox powers people's passion projects, creative ventures, work tasks and personal archives.
By Natalie Black (Koltun) • Aug. 13, 2021 -
Courtesy of Kellogg Company
Pop-Tarts pairs with Gen Z brand Lyrical Lemonade for back-to-school
A pop-up experience will help guests deck out backpacks and more as marketers try to stoke excitement for an uncertain return to classes.
By Peter Adams • Aug. 12, 2021 -
Courtesy of Nike
Nike doubles down on localization with Nike Rise concept
The concept store is part of the retailer's efforts to make its app significantly more useful to customers, thereby giving it more access to customer data.
By Cara Salpini • Aug. 11, 2021 -
Courtesy of Molson Coors
Miller Lite depicts reggaeton star J Balvin relaxing with 'Es José Time'
Developed with creative agency Alma, a partnership focused on what the global artist does in his downtime includes limited-edition cans and bodega takeovers.
By Peter Adams • Updated Aug. 11, 2021 -
Permission granted by Subway
Q&ASubway's CMO on why the brand's transformation is just beginning
Carrie Walsh details how the brand experimented with new channels and collaborated with agency partners on a campaign featuring top athletes.
By Chris Kelly • Aug. 11, 2021 -
Courtesy of Kellogg Company
Cheez-It celebrates 100 years with DTC site offering fanny packs, exclusive snacks
The commerce play aims to help the Kellogg brand introduce new product concepts and receive customer feedback faster.
By Peter Adams • Aug. 10, 2021 -
Courtesy of PepsiCo
PepsiCo and Boston Beer partner to make Hard Mtn Dew
The maker of Sam Adams will develop and produce the alcoholic beverage while the soda and snack giant plans to sell, deliver and merchandise it.
By Christopher Doering • Aug. 10, 2021 -
Courtesy of Reese's Puffs
Reese's Puffs turns cereal boxes into AR synthesizers
A collaboration with creative agency Anomaly, the effort follows previous music-related tie-ups with rappers Travis Scott and Lil Yachty.
By Chris Kelly • Aug. 10, 2021 -
Courtesy of Neiman Marcus
Neiman Marcus reintroduces itself post-bankruptcy with fall push
Along with print, digital, native content and social elements, the campaign features the return of "The Book," available last year only in digital form.
By Daphne Howland • Aug. 9, 2021 -
Courtesy of Taco Bell
Taco Bell taps Cashmere as first culture agency of record
The appointment comes as social and technological changes, plus younger consumers' growing impact on culture, have made fluency in "social nuance" a must-have for brands.
By Chris Kelly • Aug. 9, 2021 -
Courtesy of Coca-Cola
Coca-Cola asks if new Zero Sugar is 'Best Coke Ever?' in multichannel push
Timed to the refreshed product's U.S. launch, the effort includes Snapchat filters, an AR lens and sampling fridges that can be unlocked via QR code.
By Chris Kelly • Aug. 9, 2021
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