Brand Strategy: Page 12
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Courtesy of Levi's
Deep DiveNostalgia-washing: How brands can look back without getting hung up to dry
As marketers continue to look for inspiration in campaigns and culture of the past, the savviest will focus on brand truths to make meaningful connections.
By Chris Kelly • Dec. 10, 2024 -
Shannon Finney via Getty Images
BetMGM hires CMO to accelerate momentum in growing betting industry
Casey Hurbis previously served as chief marketer at Rocket Mortgage, where he oversaw two consecutive Super Bowl ad successes.
By Chris Kelly • Dec. 9, 2024 -
Explore the Trendline➔
sefa ozel via Getty Images
TrendlineAI and Marketing Data
Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data.
By Marketing Dive staff -
Courtesy of Smashburger
Smashburger’s CMO on righting the brand’s course with a new visual identity
A new app launch followed a recent rebrand as part of new chief marketer Thomas Prather’s work to get the chain’s digital ecosystem moving.
By Chris Kelly • Dec. 9, 2024 -
Bryan Thomas via Getty Images
J. Crew taps Skims marketer as CMO to boost cultural relevance
Julia Collier helped turn Kim Kardashian’s Skims into a trendy name with moves like striking its first major sports sponsorship last year.
By Peter Adams • Dec. 6, 2024 -
Courtesy of Lavazza
ColumnCampaign Trail: Lavazza’s coffee-serving robot dreams of la dolce vita
To establish itself as a global brand with Italian DNA, Lavazza enlisted a cute robot — and former “Office” mates Steve Carell and John Krasinski.
By Chris Kelly • Dec. 6, 2024 -
Courtesy of Stellantis
Dodge rips into ‘soulless’ EVs to introduce all-electric Charger Daytona
“Save the Planet” flips the script on ads about protecting the Earth, arguing what Dodge is really protecting people from is “lame” rivals.
By Peter Adams • Dec. 5, 2024 -
Courtesy of Kellanova
Cheez-It adds absurd ‘fantaseez’ to college bowl game playbook
Fans of the Kellanova brand can detail their college football fantasies online for the chance to win an on-field wedding or a shot at broadcasting live.
By Jessica Deyo • Dec. 5, 2024 -
Courtesy of Powerade
Why Powerade is letting athletes pause partnerships to prioritize mental health
Part of the Coca-Cola brand’s “Pause is Power” platform, The Athletes Code program was created by WPP Open X and led by Ogilvy.
By Chris Kelly • Dec. 5, 2024 -
Retrieved from Zevia on December 04, 2024
Zevia ribs Coke’s AI holiday ads in bigger push for brand awareness
The better-for-you brand’s new commercial, part of a more aggressive ad-spending strategy, shows uncanny AI images nodding to Coke iconography.
By Peter Adams • Dec. 4, 2024 -
Courtesy of PepsiCo
Pepsi promotes new gingerbread flavor with baking show starring Shaq
The brand’s frequent ambassador shows off his culinary skills to boost a flavor innovation available via TikTok Shop.
By Chris Kelly • Dec. 4, 2024 -
Permission granted by Taco Bell Corp.
Taco Bell’s drive-thru cameras give diners a shot at Super Bowl cameos
Rewards members who stop by the touring camera stations to snap a pic have a chance to be featured in the brand’s big game ad.
By Peter Adams • Dec. 3, 2024 -
Courtesy of Gap
Deep Dive7 top campaigns from 2024 and the tactics that drove success
These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.
By Peter Adams , Jessica Deyo , Sara Karlovitch , Chris Kelly • Dec. 3, 2024 -
Courtesy of Domino's
Domino’s brings Emergency Pizza to ‘Squid Game’ with ad partnership
The campaign is the first since Kate Trumbull officially took over as CMO and iterates on a program that has been central to the chain’s marketing.
By Aaron Baar • Dec. 3, 2024 -
Justin Sullivan via Getty Images
Adobe names former Intuit marketer as CMO to expand brand reach
The hire follows Adobe appointing Stagwell as global lead of creative campaigns and social content for its Digital Media business in October.
By Peter Adams • Dec. 2, 2024 -
Courtesy of Kraft Heinz
Oscar Mayer reheats classic bologna ad with sing-to-pay campaign
The nostalgia-fueled effort, co-created with agencies Johannes Leonardo and The Kitchen, gives consumers a chance to win Instacart gift cards.
By Chris Kelly • Dec. 2, 2024 -
Rodin Eckenroth/Getty Images for Frankies 457 via Getty Images
How Campari adapts to market trends to shape holiday experiences
The company’s vice president of marketing for America dishes on an expansive holiday strategy encompassing brands like Aperol and Grand Marnier.
By Sara Karlovitch • Dec. 2, 2024 -
Courtesy of Savencia
Why specialty cheese Alouette rebranded right before the holidays
For its 50th anniversary, the Savencia brand of French cheeses is introducing new packaging, sonic branding and its biggest campaign to date.
By Chris Kelly • Nov. 27, 2024 -
Illustration: Madeline McMahon for Industry Dive
TrackerSuper Bowl LIX: Tracking every ad
The details on every Super Bowl spot, from OpenAI’s debut appearance to Ram’s chaotic retelling of “Goldilocks and the Three Bears” with Glen Powell.
By Marketing Dive staff • Nov. 26, 2024 -
Courtesy of JCPenney
How JCPenney’s ‘Really Big Deal Reveals’ campaign is faring so far
The retailer has been averaging 13% to 15% new customers each week during the campaign appearing during Amazon’s “Thursday Night Football.”
By Jessica Deyo • Nov. 26, 2024 -
Courtesy of Macy's, Inc.
Q&AMacy’s CMO on why telling a cohesive marketing story is crucial
With its Thanksgiving Day parade days away, Sharon Otterman explains how the retailer brought its gift guide to life in its holiday campaign.
By Chris Kelly • Nov. 25, 2024 -
Retrieved from Google on November 22, 2024
Why Google Shopping turned holiday gift-giving into a game show
A campaign around the friendly competition of gifting also includes ads with Dwyane Wade and Gabrielle Union and Charli XCX and Troye Sivan.
By Chris Kelly • Nov. 25, 2024 -
Courtesy of Pernod Richard USA
‘That’s that me espresso’ martini: Absolut, Kahlúa mix it up with Sabrina Carpenter
In a cultural play, the Pernod Ricard brands collaborated with the pop star behind song-of-the-year contender “Espresso” on a cocktail kit.
By Chris Kelly • Nov. 22, 2024 -
Courtesy of Monopoly Go
Monopoly Go! looks to stay on top with star-studded campaign
To boost a game that has pulled in more than $3 billion in revenue in its first year, Scopely is running ads across TV, streaming, social and digital platforms.
By Aaron Baar • Updated Nov. 26, 2024 -
Permission granted by Bose
Q&ABose CMO on driving the brand’s cultural impact and the coming AI shakeout
Jim Mollica, Bose’s first global marketing chief, spoke with Marketing Dive about evolving the 60-year-old brand through more emotionally led marketing.
By Peter Adams • Nov. 21, 2024 -
Retrieved from Amazon on November 20, 2024
Adam Driver turns 5-star Amazon reviews into theatrical monologues
The Hollywood star amps up the drama of “deeply personal” reviews in time for Black Friday week and Cyber Monday deal events.
By Chris Kelly • Nov. 20, 2024
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