Brand Strategy: Page 11

  • Pete Davidson for an Axe ad
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    Courtesy of Axe
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    Axe leans on Pete Davidson’s wisdom to help men level up their rizz

    The actor-comedian will host an Ask Me Anything-like discussion on Instagram and stars in a new ad giving a shorter individual a confidence boost.

    By • April 23, 2025
  • A man is holding a remote control of a smart TV in his hand. In the background you can see the television screen with streaming entertainment apps for video on demand
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    Getty Images
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    Opinion

    Do the upfronts still matter?

    The annual ad-buying bonanza can’t survive on nostalgia and sports alone and needs to modernize, says Juice Media CEO Mark Zamuner.

    By Mark Zamuner • April 23, 2025
  • Explore the Trendline➔
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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
  • Omar Epps as the Sauce Boss in a Zaxbys campaign
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    Courtesy of Zaxbys
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    Q&A

    Zaxbys’ CMO on breaking through the chicken category with ‘sauce’

    The chain’s first work from Goodby Silverstein & Partners introduces a brand character that speaks to both signature sauces and cool charisma.

    By • April 23, 2025
  • Hotels.com mascot Bellboy, a cartoonish hotel desk bell, stands against a red background
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    Permission granted by Hotels.com
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    Hotels.com returns to mascot-focused marketing with Bellboy character

    The anthropomorphic hotel desk bell promotes savings in a new campaign spanning Instagram, TikTok, YouTube and the brand’s website and app.

    By • April 22, 2025
  • A woman writes on a package of Welch's Fruit Snacks
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    Courtesy of Welch's Fruit Snacks
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    Welch’s Fruit Snacks lets parents use AI to write sweeter notes to kids

    The Lunchbox Notes Translator turns candid sentiments into heartfelt messages and is timed to the release of customizable packaging.

    By • April 22, 2025
  • Kendrick Lamar for Gatorade
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    Courtesy of Gatorade
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    Gatorade taps Kendrick Lamar for latest extension of ‘Is It In You?’

    “Lose More. Win More.” was created with TBWA/Chiat/Day LA and pays tribute to the hard work it takes to reach icon status.

    By • April 18, 2025
  • WWE Champion Cody Rhodes in a Clash of Clans ad
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    Courtesy of Supercell
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    Column

    Campaign Trail: Clash of Clans enters war zone with WWE champion

    Created with David New York, a series of video ads speak authentically to fans of both WWE and the hit mobile game from Supercell.

    By • April 18, 2025
  • The Snapchat logo is displayed on a cell phone screen.
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    Justin Sullivan/Staff via Getty Images
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    Snap names first CMO in 2 years in lead-up to advertising showcase

    Grace Kao, who recently joined Snap, is taking over marketing leadership from Chief Creative Officer Colleen DeCourcy, who will depart later this year.

    By • April 17, 2025
  • CeeDee Lamb in a BodyArmor ad
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    Permission granted by BodyArmor Sports Drink
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    Inside BodyArmor’s new visual identity and largest campaign to date

    The Coca-Cola-owned beverage aims to separate itself from a crowded category with a bold new look and ads that ask consumers to “Choose Better.”

    By • April 17, 2025
  • Garage Beer Brewmite campaign
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    Retrieved from Garage Beer on April 15, 2025
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    Garage Beer co-owner Jason Kelce devises martial arts-inspired campaign

    The brand, a fast-growing light beer in the U.S., leverages its connection to the Kelce family through a story-heavy marketing approach.

    By • April 16, 2025
  • Mentos in Fortnite
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    Permission granted by Mentos
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    Why Mentos relaunched its iconic jingle and brought brand lore to Fortnite

    To reach Gen Z, the 93-year-old brand is tapping into ‘90s nostalgia and enduring interest in what happens when its mints are mixed with cola.

    By • April 16, 2025
  • Chili's Fast Food Financing pop-up
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    Courtesy of Chili's Grill & Bar
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    Chili’s pop-up finances fast food meals in latest dig at rising prices

    A store emulating payday loan retailers doles out gift cards to “approved” visitors, while consumers at home can participate in social giveaways on X. 

    By • April 15, 2025
  • A man on a toilet in a Dude Wipes ad
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    Courtesy of Dude Wipes
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    Q&A

    How Dude Wipes cleans up with poop humor as its marketing evolves

    CMO Ryan Meegan discusses the brand’s “secret sauce” to going viral and recent collaborations with the NHL and Professional Bowlers Association.

    By • April 15, 2025
  • A person holds a smartphone that displays Burger King's AI Whopper experience.
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    Courtesy of Burger King
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    Burger King poaches Applebee’s CMO to build on modernization plan

    Joel Yashinsky is tasked with driving an expansive Reclaim the Flame strategy that has produced viral marketing like the Whopper jingle. 

    By • April 14, 2025
  • Paige Bueckers appears in an Ally ad around its WNBA partnership
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    Courtesy of Ally
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    Ally’s WNBA deal brings it closer to gender parity in sports media spend

    The brand’s sponsorship includes an endorsement deal with incoming rookie Paige Bueckers, who features in social content around a sweepstakes.

    By • April 14, 2025
  • Brian Cox wears a pink suit and roller skates along a boardwalk.
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    Courtesy of Pernod Ricard
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    Malibu encourages work-life balance in new ad starring Brian Cox

    Known for serious roles such as Logan Roy in “Succession,” the actor ditches the boardroom to enjoy the beach and tells consumers to “Clock off!”

    By • April 14, 2025
  • A rendering of Lowe's
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    Courtesy of Lowe's
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    Lowe’s bets on sports video games to drive up Gen Z brand loyalty

    A new pact with EA Sports will put the home improvement retailer’s rewards program front-and-center in titles like Madden and College Football.

    By • April 11, 2025
  • Heineken Flipper on a bar
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    Permission granted by Heineken
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    Heineken flips phones for IRL interactions

    A phone case that flips over when the word “cheers” is uttered and a matchmaking-like app for discovering new bars spotlight socializing.

    By Aaron Baar • April 10, 2025
  • Collage of Panera campaign assets
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    Courtesy of Panera
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    Panera reintroduces brand with focus on dine-in cafe experience

    “It Just Meals Good,” the chain’s first work from 72andSunny, captures a variety of occasions for eating at Panera, whether catching up with a kid or an ex. 

    By • April 10, 2025
  • A JCPenney ad in Times Square
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    Permission granted by JCPenney
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    How JCPenney’s new brand positioning is subverting consumer expectations

    “Anonymous Ads” was created and executed by new appointments Mischief and VaynerMedia, and helps the brand address a “sea of sameness” in retail.

    By • April 10, 2025
  • WWE Superstars for Minute Maid
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    Courtesy of Minute Maid
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    Why Minute Maid is teaming with WWE to punch up its new brand platform

    The sponsorship supports “Bring the Juice,” which serves as the culmination of several years of brand transformation work.

    By • April 9, 2025
  • A person holds a Subway sandwich and drink cup
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    Permission granted by Subway
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    Subway hires CMO from PepsiCo beverages to lead global marketing

    Greg Lyons, who left the Pepsi owner late last month, will join Subway as it shifts its creative account to Publicis Groupe’s Leo New York.

    By • April 9, 2025
  • A person using a cellphone featuring Target's new spring campaign
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    Courtesy of Target
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    Target launches campaign highlighting spring merchandise

    The campaign comes after the mass merchant announced a multibillion-dollar investment in stores, technology and supply chain.

    By Howard Ruben • April 9, 2025
  • Google Cloud logo
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    Getty Images
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    Google Cloud touts new AI tools to simplify marketing, customer experience

    At Google Cloud’s Next ‘25 conference, the tech giant will lay out innovations that speak to how brands and agencies can use artificial intelligence.

    By • April 9, 2025
  • Kit Kat
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    Permission granted by The Hershey Company
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    Kit Kat protects downtime in a chaotic world with Break Brothers

    The brand's first character-driven campaign looks to appeal to people dealing with hectic work environments and return-to-office policies.

    By • April 8, 2025