Brand Strategy: Page

  • Snapchat's Winter Village augmented reality experience.
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    Courtesy of Snap
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    Boss, Lancôme open virtual boutiques with Snapchat’s shoppable AR

    Chopard and other luxury brands are featured in the Snapchat Winter Village, a digital activation meant to mimic the in-person shopping experience.

    By • Dec. 2, 2025
  • A flat, cartoon-style scene shows a bright red car at center, with a woman lounging on its roof and a person in a football helmet sitting in a director’s chair to the left. On the right, a person films with a camera on a tripod while cheerleaders and a football player jump in the background, and scattered snacks and floating items like a burger, fries, and footballs fill the scene.
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    Illustration: Emma Erickson 

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    Tracker

    The complete Super Bowl 60 ad tracker for 2026

    The details on every Super Bowl spot, from Anthropic’s shot at OpenAI to Dunkin’s brand-focused rewrite of “Good Will Hunting.”

    Updated Dec. 3, 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 streaming TV, social media and others.

    By Marketing Dive staff
  • A RC Cola is pictured in the air, spilling soda.
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    Courtesy of Keurig Dr Pepper
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    Inside RC Cola’s comeback campaign

    Keurig Dr Pepper wants to bring the brand back into the conversation as more soda drinkers gravitate toward nostalgic beverages and classic cola flavors.

    By Laurel Deppen • Dec. 1, 2025
  • Burger King's Spongebob collaboration
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    Courtesy of Burger King
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    Burger King’s CMO on how a ‘SpongeBob’ collab cuts across generations

    The partnership spans new ads, a special menu, toys, packaging, an app takeover, experiential activations and more.

    By • Dec. 1, 2025
  • Crowds in front of Mall of America on Black Friday
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    Courtesy of Mall of America
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    Winners and losers of Black Friday 2025

    Online discounts were flat year over year. However, some retailers won with exclusive giveaways that enticed customers into stores.

    By Dani James • Nov. 29, 2025
  • A person in a leather jacket holds an assortment of Molson Coors products.
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    Courtesy of Molson Coors
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    Molson Coors says ‘Just Bring the Beer’ in bid to millennials, Gen Z

    The brewer highlights several of its brands for a holiday campaign inspired by the younger generations’ preference for experiences over traditional gifts.

    By • Nov. 28, 2025
  • Urban Outfitters and Dunkin' collaboration
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    Courtesy of Urban Outfitters
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    How Urban Outfitters connects with Gen Z through brand collaborations

    The retailer has increased sales growth and brand affinity in part by teaming with brands like Dunkin’ and artists like Tinashe to meet consumer needs.

    By • Nov. 26, 2025
  • Amanda Batula for Vaseline
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    Courtesy of Vaseline
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    Q&A

    Inside Vaseline’s social-first, innovation-led marketing playbook

    The brand is “pioneering the kind of desire at scale thinking” that Unilever wants to replicate across its portfolio, CEO Fernando Fernandez has said. 

    By • Nov. 25, 2025
  • Martha Stewart poses in a denim-wrapped kitchen for American Eagle's 2025 holiday campaign.
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    Courtesy of American Eagle
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    Why American Eagle tapped Martha Stewart to extend beyond Gen Z

    After making headlines with its fall campaign, the retailer is targeting gift givers and recipients alike for the next chapter of its “Give Great Jeans” holiday push. 

    By • Nov. 25, 2025
  • Currency Group co-founders
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    Courtesy of Currency Group
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    3 ex-Cashmere execs seek to unlock culture’s enterprise value

    Currency Advisory Group looks to operationalize culture as a strategic business function, not just a marketing layer. 

    By Aaron Baar • Nov. 24, 2025
  • A person wearing a black puffer jacket is shown from the back facing her suburban home
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    Permission granted by Uber
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    Uber debuts first national holiday ad as focus on suburbs grows

    “Close” packs an emotional punch, showing a traveler reflecting on a complicated relationship with her father on a ride home from the airport.

    By • Nov. 24, 2025
  • People walking out of a store.
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    Daphne Howland/Marketing Dive
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    Sephora reorganizes US marketing department

    The mass beauty retailer shifted the team’s structure to improve efficiency, impacting 27 roles.

    By Dani James • Nov. 24, 2025
  • Kraft Mac & Cheese's Best Thing Ever campaign
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    Courtesy of Kraft Heinz
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    Why Kraft Mac & Cheese went hypercontextual for ‘Best Thing Ever’ push

    The brand will make its largest media investment to date with a campaign that seeks to reach consumers in unexpected and disruptive ways.

    By • Nov. 24, 2025
  • person shopping
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    Adobe Stock / Serhii

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    Sponsored by Vestcom

    Delivering effective in-store messaging: evidence-based best practices

    Evidence-based best practices to turn in-store intent into action. Preview Vestcom’s new guide.

    By Shock Torem, SVP, Media Solutions, Vestcom • Nov. 24, 2025
  • Katseye for Gap
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    Courtesy of Gap
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    Gap ties viral marketing to retail results as Gen Z relevance rises

    A recent campaign with girl group Katseye delivered 8 billion media impressions and contributed to double-digit gains in the adult denim category.

    By • Nov. 21, 2025
  • McDonald's Grinch meal
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    Courtesy of McDonald's
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    McDonald’s lets the Grinch take over with holiday campaign

    The seasonal effort was led by agency of record Wieden+Kennedy New York with creative by Agency 123, Alma and Translation.

    By • Nov. 20, 2025
  • Screenshots of Target's ChatGPT app on three screens
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    Courtesy of Target
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    Target to launch ChatGPT app with multi-item baskets, fresh food

    The mass retailer is deepening its work with OpenAI as consumers continue to turn to generative chatbots for shopping support.

    By Dani James • Nov. 20, 2025
  • Nick Offerman for Carnival
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    Courtesy of Carnival Cruise Line
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    Carnival combats screen-induced ‘fun deficit’ with new brand platform

    New ads starring Nick Offerman tackle doomscrolling while showing the actor enjoying cruise activities like waterslides and bungee jumping.

    By • Nov. 20, 2025
  • Person using phone creating video content for social media
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    Getty Images
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    How Danone optimizes creator-driven ads as investment surges

    CreativeX has developed creator content benchmarks to help advertisers bridge the gap between authenticity and measurable effects.

    By • Nov. 20, 2025
  • A man stands in a board room, looking out on the horizon
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    Getty Images
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    CMOs see support for brand building fade while ROI scrutiny rises: NIQ

    Fewer marketers see CEOs and CFOs backing long-term brand investment while confidence in brand purpose has plunged in a divided climate.

    By • Nov. 19, 2025
  • Former NFL player Marshawn Lynch holds up a football jersey with the name "Beastmode" inscribed across the back
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    Permission granted by Dove Men+Care
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    How Unilever is pushing sports marketing beyond broadcast convention

    Set to nearly double its spend on U.S. sports marketing, the CPG giant sees the category as emblematic of a shift to “many-to-many” marketing.

    By • Nov. 19, 2025
  • Khalid at Urban Outfitters LA Holiday Preview
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    Courtesy of Urban Outfitters
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    Deep Dive

    How Gen Z is reshaping holiday marketing — and what brands can do about it

    The cohort’s reliance on social media and influencers for product discovery remains, while new levels of comfort with retail media and AI take shape.

    By • Nov. 19, 2025
  • A group of people splash around in the water in an ad for Johnnie Walker
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    Permission granted by Diageo
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    Johnnie Walker updates ‘Keep Walking’ to focus on individual pursuits

    The long-running brand platform, which in recent years has focused on post-pandemic social connection, is being retooled to emphasize self-expression.

    By • Nov. 18, 2025
  • Chobani utilize an Albertsons and NBCUniversal collaboration
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    Courtesy of Albertsons Media Collective
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    Chobani drives CTV ad outcomes via Albertsons, NBCU data collaboration

    Albertsons Media Collective and NBCUniversal are working to provide closed-loop measurement that bridges connected TV ads and retail performance.

    By • Nov. 18, 2025
  • App icons for generative AI assistants OpenAI ChatGPT, Google Gemini, Anthropic Claude, DeepSeek, Meta AI and xAI Grok are pictured on a smartphone screen.
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    Getty Images
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    Gartner: AI agents fail to ease CMO pain amid need for deeper shifts

    Nearly two-thirds of marketers believe AI will dramatically change their role, but many are not making the organizational changes needed to deliver results.

    By • Nov. 17, 2025