Brand Strategy: Page 2
-
Retrieved from Captain Morgan on September 19, 2023
Captain Morgan leads NFL fans on season-long scavenger hunt
The star-studded “Follow the Captain” effort has fans searching for QR codes in its advertisements over the course of the football season.
By Sara Karlovitch • Sept. 19, 2023 -
Frito-Lay enrolls Megan Thee Stallion at Flamin’ Hot University
A campaign around a fictitious university — “FU” for short — includes online courses, merch and scholarship funds.
By Chris Kelly • Sept. 19, 2023 -
Explore the Trendline➔
Courtesy of GSTV -
How Chamberlain Coffee aims for broad appeal while catering to Gen Z
Already a big deal on social media, the beverage brand wants wider name recognition with consumers outside of its staple Gen Z fanbase.
By Chris Casey • Sept. 18, 2023 -
Ikea streamlines global brand marketing under IPG’s McCann
The Swedish retailer wants to develop a more consistent voice, with new creative expected in spring 2024.
By Peter Adams • Sept. 18, 2023 -
Peet’s Coffee brews large integrated campaign with Mischief
By teaming up with the agency, the brand has an opportunity to carve out a niche among coffee drinkers amid marketing efforts from its competitors.
By Sara Karlovitch • Sept. 18, 2023 -
Retrieved from YouTube on September 13, 2023
Airbnb’s marketing touts short-term rental benefits amid tighter local restrictions
As New York City tightens the belt on short-term rentals, the disruptor company’s global ad campaign touts its benefits over conventional hotels.
By Aaron Baar • Sept. 18, 2023 -
Walmart Connect bows Sponsored Video ads to drive holiday inspiration
The format is aimed at driving awareness, consideration and conversions as customers ramp up gift searches for the season.
By Peter Adams • Sept. 15, 2023 -
Column
Campaign Trail: Samsung unleashes interns on a tablet in metatextual ad
Instead of the usual spec-focused spot, BBH USA parodied the creative process to promote the Galaxy Tab S9 Series.
By Chris Kelly • Sept. 15, 2023 -
American Eagle bets on QR codes for OMJeans NYC takeover
A two-day pop-up event builds on the retailer’s back-to-school campaign aimed at connecting more authentically with Gen Z.
By Jessica Deyo • Sept. 14, 2023 -
Lysol debuts Air-aoke pop-up to showcase new sanitizer’s power
Music Midtown attendees can sign up for the pop-up via QR code, with artistic depictions of viruses and bacteria appearing on LED screens as they sing.
By Chris Kelly • Sept. 14, 2023 -
‘Consolidation or evaporation’: Marketers get decisive about retail media spending
At the IAB’s first Connected Commerce Summit, speakers expressed concerns that the current way of doing business is “untenable.”
By Peter Adams • Sept. 14, 2023 -
Vitaminwater sets up shop on Fortnite to promote zero-sugar products
The Coca-Cola brand’s Fortnite island raises awareness of its zero-sugar products through a virtual fashion contest.
By Sara Karlovitch • Sept. 14, 2023 -
Ford hires Toyota veteran as global CMO
Lisa Materazzo was formerly Toyota's top marketing executive in North America and joins as the automaker navigates the industry's electric “sea change.”
By Chris Kelly • Sept. 13, 2023 -
Q&A
How Champion shifted its brand name from a noun to a verb with new campaign
The brand’s President of Global Activewear Vanessa LeFebvre explained the approach behind the purpose-driven “Champion What Moves You.”
By Chris Kelly • Sept. 13, 2023 -
Dunkin’ taps Ben Affleck, Ice Spice to put a name to its new fall drink
An ad promoting the limited-time Ice Spice Munchkins Drink is the first work since the chain formalized its partnership with Affleck’s Artists Equity.
By Jessica Deyo • Sept. 12, 2023 -
Toyota unifies multicultural, mainstream messaging in multi-agency campaign
The integrated effort features spots from Conill Advertising, InterTrend Communications, Burrell Communications Group and Saatchi & Saatchi.
By Peter Adams • Sept. 12, 2023 -
Molson Coors boosts its investment in Zoa Energy
The increased funds will help the brand more than double its investment in marketing in 2024.
By Chris Casey • Sept. 12, 2023 -
Lunchables brings kids’ imaginations to life for Grilled Cheesies debut
Spots revolve around “kid-fueled daydreams” about what’s happening in the microwave when heating the Kraft Heinz brand’s new frozen product.
By Chris Kelly • Sept. 12, 2023 -
Coca-Cola launches beverage created with the help of artificial intelligence
Coca-Cola Y3000 is the latest flavor to launch under a Creations platform designed to highlight its signature soda while drawing in younger consumers.
By Christopher Doering • Sept. 12, 2023 -
Boss teams up with popular Roblox game for NFL integration
The clothing brand is using Super NFL Tycoon to promote its real-life NFL collection as part of a larger push to meet younger consumers where they are.
By Sara Karlovitch • Sept. 11, 2023 -
DirecTV extends Travis Kelce tie-up to ‘Sack the Sunday Scaries’
The Spotify-based campaign extension comes as DirecTV faces flak from the NFL over recent ads the league believes are deceptive.
By Jessica Deyo • Sept. 11, 2023 -
Marketers’ brand safety tactics may not be enough: Here’s what the numbers say
While marketers are often concerned about having ads appear next to harmful content, even content considered mild may turn consumers off a brand.
By Sara Karlovitch • Sept. 8, 2023 -
Smirnoff flips a coin for free cocktails as NFL season kicks off
The Diageo brand is running broadcast integrations, digital and social media content and has partnered with FanDuel and Drizly.
By Sara Karlovitch • Sept. 8, 2023 -
Burger King vies to extend viral Whopper jingle’s shelf life with remix
The meme-friendly earworm that has boosted sales is getting a dance mix by DJ Steve Aoki as part of the chain’s sponsorship of the MTV VMAs.
By Peter Adams • Sept. 8, 2023 -
Mattel strikes YouTube ad sales partnership as child safety concerns rise
A new deal gives family-friendly media studio Pocket.watch exclusive rights to sell ad inventory for the channels of brands including Barbie and Hot Wheels.
By Peter Adams • Sept. 7, 2023