Brand Strategy: Page 15

  • Two AI-generated people in a Zevia ad
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    Retrieved from Zevia on December 04, 2024
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    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 • Dec. 4, 2024
  • Shaq holds a can of Pepsi Zero Sugar Gingerbread
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    Courtesy of PepsiCo
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    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 • Dec. 4, 2024
  • 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
  • A car sits underneath Taco Bell's new drive-thru camera stations, which are decorated in neon signage
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    Permission granted by Taco Bell Corp.
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    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 • Dec. 3, 2024
  • Tyla and dancers appear in a Gap ad
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    Courtesy of Gap
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    Deep Dive

    7 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 , , , • Dec. 3, 2024
  • Domino's Squid Game collaboration
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    Courtesy of Domino's
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    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
  • An Adobe sign appears on the brick facade of a building
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    Justin Sullivan via Getty Images
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    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 • Dec. 2, 2024
  • Image from the original Oscar Mayer Bologna ad
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    Courtesy of Kraft Heinz
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    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 • Dec. 2, 2024
  • Bartender prepares Aperol Spritz signature cocktails.
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    Rodin Eckenroth/Getty Images for Frankies 457 via Getty Images
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    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 • Dec. 2, 2024
  • Alouette digital out-of-home ad
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    Courtesy of Savencia
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    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 • Nov. 27, 2024
  • An illustration of a group of people in football gear watching multiple floating tv ads.
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    Illustration: Madeline McMahon for Industry Dive

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    Tracker

    Super 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
  • Martha Stewart holds a football in a baking dish in a JCPenney ad
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    Courtesy of JCPenney
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    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 • Nov. 26, 2024
  • Tom Turkey at the 97th Macy's Thanksgiving Day Parade in 2023
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    Courtesy of Macy's, Inc.
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    Q&A

    Macy’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 • Nov. 25, 2024
  • Google Shopping Can You Gift It?
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    Retrieved from Google on November 22, 2024
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    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 • Nov. 25, 2024
  • Sabrina Carpenter for Absolut and Kahlua's espresso kit campaign
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    Courtesy of Pernod Richard USA
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    ‘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 • Nov. 22, 2024
  • Jason Momoa, Keke Palmer and Chris Pratt in a Monopoly Go ad
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    Courtesy of Monopoly Go
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    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
  • Singer Tyla sits on a beige couch against a blue background in an ad for Bose
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    Permission granted by Bose
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    Q&A

    Bose 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 • Nov. 21, 2024
  • Adam Driver in an Amazon ad
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    Retrieved from Amazon on November 20, 2024
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    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 • Nov. 20, 2024
  • Kleenex billboard
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    Courtesy of Kleenex
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    How Kleenex’s new visual identity serves as a platform for storytelling

    The Kimberly-Clark brand tapped Turner Duckworth and FCB for a brand refresh and new campaign, respectively, as it marks its 100-year anniversary.

    By • Nov. 20, 2024
  • Jaguar
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    Courtesy of Jaguar
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    Jaguar revamps brand to embrace ‘exuberant modernism’ amid EV transition

    New visuals trade a sense of staid luxury for more over-the-top concepts as the brand returns to the idea that “a Jaguar should be a copy of nothing.”

    By • Nov. 19, 2024
  • Campaign imagery supporting two new spots as part of Lexus' "December to Remember" campaign
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    Courtesy of Lexus
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    Lexus marks 25 years of ‘December to Remember’ with nostalgic ads

    Two new commercials under the brand’s long-running holiday campaign see it continuing to focus on striking a balance between product and emotion. 

    By • Nov. 19, 2024
  • An example of Google Lens' in-store features.
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    Courtesy of Google
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    Google Lens can now tailor search results to the store you’re in

    Users can take a picture of an item to receive insights tailored to the store they’re in, such as similar items that are in stock.

    By Bryan Wassel • Nov. 19, 2024
  • Coors Banquet "Yellowstone" bottlecaps with all but one flipped over to show the quote.
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    Courtesy of Molson Coors
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    Coors Banquet capitalizes on ‘Yellowstone’ partnership amid sales growth

    The beer brand is celebrating the return of the Paramount drama with collectible caps featuring quotes from the show’s characters.

    By • Nov. 19, 2024
  • Pop-Tarts Bowl edible mascot
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    Courtesy of Kellanova
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    Pop-Tarts will send another edible mascot to ‘mouth heaven’ at bowl game

    The Kellanova brand is ramping up the intrigue around the return of a stunt that went viral on social media last December.

    By • Nov. 18, 2024
  • Knorr campaign imagery depicting a burnt turkey dinner for its "#EffortisEverything" campaign.
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    Courtesy of Knorr
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    Knorr targets zillennials in campaign celebrating holiday cooking blunders

    “#EffortisEverything” includes tie-ups with everyday individuals to showcase images of their cooking fails across social media and out-of-home ads. 

    By • Nov. 18, 2024
  • Person brainstorming over paper.
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    Scott Graham / Unsplash

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    Sponsored by Uptempo

    3 critical gaps that are sabotaging your marketing plan

    Is your marketing plan falling short? Bridge these three gaps to elevate your strategy and impact.

    Nov. 18, 2024