Brand Strategy: Page 2


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    Courtesy of J.C. Penney

    J.C. Penney taps new marketing chief

    John Aylward will help advance the retailer's omnichannel strategy and oversee marketing strategy, creative, visual merchandising and more.

    By Daphne Howland • May 13, 2022
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    Courtesy of Burger King

    Burger King goes for gamers with glitchy deals

    The latest mobile activation from the QSR chain has users searching its app for deals in the form of graphics errors and other bugs.

    By May 12, 2022
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    ViewApart via Getty Images
    Trendline

    The Marketing Dive Outlook on 2022

    Despite continued uncertainty, the past two years have provided plenty of lessons for marketers looking for a way forward. Read on for the trends and topics that could shape the industry in 2022.

    By Marketing Dive staff
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    Courtesy of Peloton

    Peloton ad spending plunged as new users wane, analysis finds

    While media investments dipped in a rocky first quarter, they may be on the upswing again as the brand kicks off an ad campaign focused on instructors.

    By May 12, 2022
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    Courtesy of Mondelez

    Oreo turns cookie packs into canvases for expressing LGBT support

    The brand’s first Pride-themed retail packs arrive as the anti-LGBT movement sees renewed energy through legislation like a Florida law dubbed the “Don’t Say Gay” bill.

    By May 12, 2022
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    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images 

    Deep Dive

    Brand rivalries that helped define modern marketing

    In this series, Marketing Dive explores enduring showdowns that have shaped the industry and how those dynamics are again shifting as brands prep for a post-pandemic world.

    By May 10, 2022
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    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images

    Deep Dive

    Sneaker supremacy: Nike and Adidas battle for brand love

    Duking it out over six decades, the athletic wear companies influenced sports marketing and culture like few others. Who dominates in the stretch ahead may hinge on innovation and acting on pledges.

    By May 10, 2022
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    Courtesy of Peloton

    Peloton races to revitalize brand with help from star instructors

    A refresh campaign places the fitness company’s talent in cinematic scenarios, while Wall Street remains unimpressed by larger turnaround efforts.

    By May 9, 2022
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    Courtesy of Molson Coors

    Coors Light wants to chill rooftops this summer with novel billboards

    As part of its focus on the environment, the beer marketer is cooling off Miami roofs with billboards painted in reflective white paint.

    By May 9, 2022
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    Courtesy of Taco Bell

    Taco Bell asks diners to swap out mundane meals via TikTok dance challenge

    "Taco Swap" builds on an effort that helped to drive the highest sales week in the chain's history and represents another bid to be closer to youth culture.

    By May 9, 2022
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    Courtesy of The Absolut Company
    Column

    Campaign Trail: Malibu drinkers can 'do whatever tastes good' in a hyperreal world

    The Pernod Ricard brand teamed with Wieden+Kennedy for a neon-drenched spot that looks to make the summer mindset permanent.

    By May 6, 2022
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    Retrieved from Starbucks on May 04, 2022

    Starbucks builds out 'third place' with foray into NFTs

    As a means to build a community around coffee, the chain will link the upcoming digital tokens to exclusive content and perks.

    By May 5, 2022
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    Courtesy of Xbox

    Xbox levels up mobile app through stories feature

    Following Microsoft's announcement that it may bring ads to its gaming platform, Xbox is taking a TikTok-like approach to user content. 

    By May 5, 2022
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    Courtesy of Thomas Ashbourne Craft Spirits

    Celebrity-created RTD cocktails hit shelves with new Thomas Ashbourne brand

    The line, which features drinks designed by Sarah Jessica Parker and John Cena, among others, mixes trendy high-end spirits and entertainment icons.

    By Megan Poinski • May 5, 2022
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    Courtesy of Adidas Originals

    WPP partners with Epic Games to boost metaverse offering

    A training program seeks to upskill agency talent on how to better create brand experiences in Fortnite and with Unreal Engine.

    By May 5, 2022
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    Vuk Saric via Getty Images

    Michelob Ultra serves up hybrid McEnroe vs. McEnroe tennis match

    The match highlights the career of John McEnroe as he plays against virtual versions of himself and finds joy in the journey.

    By May 4, 2022
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    Courtesy of Taco Bell

    Taco Bell teams with Lil Nas X to help solve global challenges

    Young consumers can submit ideas for how to tackle society's most pressing issues for a chance to receive mentorship, funding and a trip to the chain's headquarters.

    By May 4, 2022
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    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images 

    Deep Dive

    How Coke and Pepsi's rivalry shaped marketing — and where it goes next

    As the most enduring consumer brand rivalry enters a new phase in the metaverse, tall orders around sustainability may demand cooperation over competition.

    By May 3, 2022
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    John Lamparski via Getty Images

    Accenture rebrands marketing services group to focus on unity

    Almost all of the 40-plus agencies the division has acquired will operate under the Accenture Song banner as services expand into areas like the metaverse.

    By May 2, 2022
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    Courtesy of Sweetgreen

    Sweetgreen's ambassador team adds NBA's Devin Booker with TikTok-inspired spot

    A celebrity-backed "Create Your Own" campaign looks to boost the chain's digital orders, which made up 65% of sales last quarter.

    By May 2, 2022
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    Courtesy of Burger King

    Burger King taps new agencies after year of marketing tumult

    Among other appointments, independent shop OKRP replaces WPP's David as the burger chain's creative agency in a bid for greater cultural relevancy. 

    By April 29, 2022
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    Courtesy of Panera

    Panera partners with T-Pain and Ntwrk to promote chicken sandwich

    The rapper will host a day of merchandise drops on the shopping app, including a line of items branded with Panera’s logo and images of its chicken sandwich.

    By April 28, 2022
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    Thai Phi Le/Marketing Dive

    Budweiser seeks millennial attention with new creator-focused campaign

    As the brewer seeks to gain younger drinkers, it enlists the help of Grammy award-winning rapper Anderson.Paak.

    By April 28, 2022
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    Courtesy of McDonald’s USA

    McDonald's spotlights Latino film talent to boost industry representation

    In partnership with "Encanto" star Stephanie Beatriz, the chain will give the winner of a short film contest a chance to work on initiatives and campaigns.

    By April 28, 2022
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    Courtesy of Anheuser-Busch

    AB InBev generates donations for Ukraine with limited-release beer

    The brewing giant is releasing Chernigivske, based on a Ukrainian beer, in New York, Los Angeles, Chicago and elsewhere starting next month.

    By April 27, 2022
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    Courtesy of Kentucky Fried Chicken

    KFC preps chicken bouquets alongside new 'Finger Lickin' Good' creative

    Eyeing younger audiences, the Mother's Day promotion follows its first campaign under new AOR MullenLowe.

    By April 27, 2022