Brand Strategy: Page 13

  • Doritos Stranger Things telethon
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    Courtesy of PepsiCo
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    Doritos dials up ‘80s-style telethon for ‘Stranger Things’ final season

    David Hasselhoff, Paula Abdul and ALF are featured on a hotline and in digital spots as the Frito-Lay brand taps into fandom and nostalgia.

    By • Sept. 29, 2025
  • Athletic Brewing
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    Courtesy of Athletic Brewing
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    Athletic Brewing makes a play for nonalcoholic beer this football season

    To drive visibility, the brand invested seven figures into a media plan that spans CTV, streaming audio, podcasts and targeted digital placements.

    By • Sept. 29, 2025
  • A person holding a phone with "Ai" and a box that says "prompt" above it. Explore the Trendline➔
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    Getty Images
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    Trendline

    Top 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
  • Motto by Hilton campaign
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    Courtesy of Motto by Hilton
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    Motto by Hilton gives travelers ‘main character energy’ in social series

    Inspired by choose-your-own-adventure video games, “Guest Quests” features influencers Hannah Berner, Connor Wood and Kordell Beckham.

    By • Sept. 26, 2025
  • Three children playing games at digital tablet.
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    Getty Images
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    Gen Alpha’s $5.46T economic impact: Here’s what the numbers say

    Gen Alpha members increasingly act as a “family CMO,” experts say, and 76% would like brands to gamify their consumer experiences.

    By • Sept. 26, 2025
  • Maxwell House Apartment rebrand with social posts
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    Courtesy of Kraft Heinz
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    In this economy!? Maxwell House rebrands as Maxwell Apartment

    The Kraft Heinz brand’s social-first campaign nods to the historically tough housing market by offering a 12-month “lease” on coffee for less than $40.

    By • Sept. 25, 2025
  • Various activations as part of an Essentia Water campaign
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    Courtesy of Nestlé USA
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    How Essentia pushes past category cliches with its New York takeover

    Created by Droga5, the Nestlé brand’s new campaign includes videos, out-of-home ads, experiential activations and influencer collaborations.

    By • Sept. 25, 2025
  • Oreo out-of-home ad
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    Courtesy of VML
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    Oreo transforms crosswalks into cookies to spur impulse purchases

    The Mondelez brand and agency VML decorated crosswalks outside of select Kroger locations to include QR codes accessing special offers.

    By • Sept. 24, 2025
  • Kellanova portfolio
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    Courtesy of Kellanova
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    How Kellanova uses AI to predict creative performance and drive KPIs

    The CPG marketer, in partnership with data firm Vidmob, found that predictive impact scoring can boost creative performance and media ROI.

    By • Sept. 24, 2025
  • Bud Light sits on a store shelf.
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    Joe Raedle via Getty Images
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    AB InBev teams with Netflix for co-branded campaigns around live events

    The mutliyear partnership includes consumer activations, limited-edition packaging, digital promotions and other efforts.

    By • Sept. 23, 2025
  • People walking past a Sephora store.
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    Daphne Howland/Marketing Dive
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    Sephora cozies up to beauty creators with new affiliate program

    My Sephora Storefront allows U.S. influencers to build shoppable digital storefronts and arrives as sales from affiliate marketing continue to grow.

    By • Sept. 23, 2025
  • Taco Bell's $5, $7 and $9 luxe boxes. Each combo meal contains several items, a side and a drink.
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    Courtesy of Taco Bell
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    Taco Bell promotes marketing execs to take US success global

    CMO Taylor Montgomery was promoted to global chief brand officer and will be succeeded by Luis Restrepo, vice president of brand and product marketing.

    By Aneurin Canham-Clyne • Sept. 22, 2025
  • Kordell Beckham in a Temptations ad
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    Courtesy of Mars Petcare US
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    Temptations, People honor hot cat dads in Sexiest Man Alive issue

    The Mars Petcare brand is sponsoring a new category in the reader’s choice version of the special issue that tends to generate online chatter.

    By • Sept. 22, 2025
  • Lee Jeans' "Built Like Lee" campaign imagery
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    Courtesy of Kontoor Brands
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    How Lee’s new brand platform reasserts its denim authority

    “Built Like Lee” celebrates the heritage of a brand founded in 1889 and is the first expression of a creative vision meant to resonate with a new generation.

    By • Sept. 22, 2025
  • Business team in a modern office discussing data analytics and artificial intelligence.
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    Getty Images
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    Opinion

    Why the advertising industry can’t wait for responsible AI guidelines

    If companies wait for regulation, they will always be behind, says Integral Ad Science Chief Compliance Officer Kevin Alvero.

    By Kevin Alvero • Sept. 22, 2025
  • Bubly Apple Bottoms jeans
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    Courtesy of Bubly
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    PepsiCo’s Bubly gets low with Apple Bottoms jean collaboration

    The social-first campaign was created by PepsiCo’s in-house agency and includes paid support across social and influencer collaborations.

    By • Sept. 19, 2025
  • Hands hold the vinyl collaboration between The Weeknd and Nespresso, with the disc peaking out of the grey slip cover.
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    Courtesy of Amazon
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    Nespresso blends culture, family and coffee with Amazon-driven campaign

    The collaboration with The Weeknd includes a coffee-ground-infused record, strategic ad placements and other immersive elements.

    By • Sept. 19, 2025
  • Boxes of sugary cereal in a store.
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    Joe Raedle via Getty Images
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    General Mills outlines marketing spend increase to help return to growth

    Cinnamon Toast Crunch’s “Must Cinnadust” campaign generated a 500% increase in social engagement and drove growth, the company reported.

    By • Sept. 18, 2025
  • Image of phone showing Aldi's Instagram page
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    Peyton Bigora/Marketing Dive
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    How Aldi revamped its social media strategy — and why it’s working

    The fast-growing company has turned away from posts that just highlight its low prices and toward more playful, culturally relevant content, its marketing director said in an interview.

    By Peyton Bigora • Sept. 18, 2025
  • Rendering of IKEA experience inside Best Buy store
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    Courtesy of Best Buy
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    Best Buy builds retail media chops with in-store takeovers, sports deals

    The retailer touted the strength of its advertising services for brand partners during its inaugural Best Buy Ads showcase.

    By • Sept. 18, 2025
  • Shaquille O'Neal appears in an ad for Carvana
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    Courtesy of Carvana
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    Carvana gives keys to Shaq for AI-powered brand takeover campaign

    Shaquille O’Neal voices an artificial intelligence-powered “Shaqbot” assistant as part of an effort that rebrands the company as “Shaqvana.”

    By • Sept. 17, 2025
  • A painted bottle of Modelo sits on a table infront of a blue six pack which is missing a bear. The background is blurred and a paint palette sits in the foreground.
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    Courtesy of Constellation Brands
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    Modelo honors Hispanic community to celebrate 100th anniversary

    The campaign includes out-of-home advertising, experiences and custom bottles, and comes as the brand struggles to maintain its core consumer base.

    By • Sept. 16, 2025
  • Taco Bell drive-through
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    Courtesy of Yum Brands
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    How Yum’s AI factory supercharges marketing at Taco Bell and beyond

    Executives at the fast-food giant detail an approach to artificial intelligence that is already powering transformation throughout its digitally focused businesses.

    By • Sept. 16, 2025
  • An imae of a white and beige restaurant with red awnings. The center is a logo of a person wearing glasses.
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    Justin Sullivan via Getty Images
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    KFC hires Wingstop marketer as CMO to fire up comeback plan

    Melissa Cash takes over at the Yum chain for Catherine Tan-Gillespie, who was promoted to president in April.

    By • Sept. 15, 2025
  • Journeys' "Life on Loud" brand platform imagery
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    Courtesy of Journeys
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    Journeys remixes ‘90s hit for debut of ‘Life on Loud’ brand platform

    A reimagining of New Radicals’ “You Get What You Give” includes a music video that features micro- and mid-level influencers as background actors.

    By • Sept. 15, 2025
  • A standup comedian performs in a JCPenney ad
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    Courtesy of JCPenney
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    Q&A

    How JCPenney is preparing for the holidays with laugh-out-loud deals

    Marketing chief Marisa Thalberg discussed how marketers can engage holiday shoppers amid economic uncertainty.

    By • Sept. 12, 2025