Brand Strategy: Page 2
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Courtesy of Manischewitz
Manischewitz rebrands to extend appeal beyond kosher aisle
The makeover was spearheaded by Jones Knowles Ritchie, an agency that has recently helped refresh mass-market brands like M&M’s and Kraft.
By Peter Adams • March 27, 2024 -
Chip Somodevilla/Getty Images via Getty Images
4 marketing headwinds to watch as election season heats up
Strained budgets and a “chaotic environment for consumer trust” were top challenges identified by Forrester, which urged marketers to be proactive.
By Aaron Baar • March 27, 2024 -
Explore the Trendline➔
zhuweiyi49 via Getty Images
TrendlineTop 5 stories from Marketing Dive
A look at how areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.
By Marketing Dive staff -
Feng Li via Getty Images
Nike commits to bolder brand marketing as part of rebound plan
The Summer Olympics will serve as a showcase for some of the sportswear giant's most impactful marketing in years, executives said.
By Peter Adams • March 26, 2024 -
Courtesy of Levi's
Inside Levi’s first campaign from new creative AOR TBWA\Chiat\Day
CMO Kenny Mitchell explains how “The Floor Is Yours” will “pass the pen” to consumers via a global casting call for a role in a music video.
By Chris Kelly • March 25, 2024 -
Courtesy of PepsiCo
Mtn Dew reaches out to gamers, outdoor enthusiasts with rewards programs
In a move to target niche audiences, special packaging from the PepsiCo brand offers codes redeemable for products from brands like Xbox and GoPro.
By Jessica Deyo • March 25, 2024 -
Permission granted by PepsiCo
PepsiCo creates Flamin’ Hot brand to highlight fast-growing chip flavor
The Doritos and Cheetos maker said the platform will make it easier for consumers to find the 25 products within its portfolio that have the seasoning.
By Christopher Doering • March 25, 2024 -
Courtesy of Miller Lite
Miller Lite’s ‘Great Taste, Less Filling’ debate returns with nostalgic push
Leo Burnett spearheaded creative that features a number of famed athletes coming out of retirement to debate Miller Lite’s best qualities.
By Peter Adams • March 21, 2024 -
Courtesy of Lowe's
Q&AHow Lowe’s loyalty program is the ‘spine’ for personalization efforts
Head of marketing Jen Wilson detailed the insights behind the retailer’s latest campaign and partnerships with Google and Meta around retail media.
By Chris Kelly • March 21, 2024 -
Stephen Chernin via Getty Images
Starbucks sunsets global CMO role amid larger structural shakeup
Global CMO Brady Brewer is taking the reins as CEO of international while the QSR is seeking a global brand creative leader.
By Peter Adams • March 19, 2024 -
Courtesy of PNC
PNC leans on ‘boring’ label in new marketing campaign
A J.D. Power analyst asserted the bank’s ads, created with Arnold Worldwide, may challenge customers to see the meaning of “boring” differently.
By Caitlin Mullen • March 19, 2024 -
Permission granted by PepsiCo
How Bubly aims to shake up sparkling water with new Burst brand extension
Burst caters to consumers who view sparkling water marketing as staid and products as too much of a flavor trade-off from sweeter sodas.
By Peter Adams • March 19, 2024 -
Courtesy of Honda
Honda leverages AI for Dream Generator film experience with Amazon Ads
The experience, accessible on Amazon, allows consumers to conjure up fantastical scenarios featuring the new all-electric Prologue SUV.
By Sara Karlovitch • March 18, 2024 -
charnsitr via Getty Images
Sponsored by FireworkEmbracing the era of video-first marketing: 5 undeniable consumer stats
Does your marketing strategy match your audiences’ expectations?
March 18, 2024 -
Courtesy of Hyundai Motor America
Hyundai celebrates sneaker culture to boost Sante Fe with Black audiences
Developed with the automaker’s dedicated African American agency Culture Brands, “The Drop” is part of its larger “Okay Hyundai” program.
By Peter Adams • Updated March 15, 2024 -
Permission granted by Impossible Foods
Impossible Foods has always claimed to bleed red, now its label will
Branding agency Jones Knowles Ritchie and Impossible’s in-house marketing and creative teams are responsible for the brand refresh.
By Elizabeth Flood • March 14, 2024 -
Courtesy of Wayfair
Wayfair refreshes brand ahead of first large-format store opening
The brand's busy spring includes a refreshed logo, updated jingle, new celebrity partners and support for the first-ever Pinterest Creator Tour.
By Chris Kelly • March 11, 2024 -
Courtesy of Hugo Boss
Hugo Boss lands on Roblox to promote new denim-inspired clothing line
Planet Hugo carries interactive experiences such as a fashion match game that lets players style different looks.
By Peter Adams • March 7, 2024 -
Rodin Eckenroth/WireImage via Getty Images
Corona anoints Pedro Pascal top brand ambassador to connect to culture
The first work with the star of “The Last of Us” and “The Mandalorian” is set to debut in May, with creative handled by MullenLowe Los Angeles.
By Peter Adams • Updated March 6, 2024 -
Courtesy of Zoa Energy
Q&AHow Zoa taps into The Rock’s ‘Big Dwayne Energy’ with new campaign
CMO Melanie Hellenga discusses breaking through in a cluttered market and how an investment from Molson Coors is paying off.
By Chris Kelly • March 6, 2024 -
Courtesy of Target
Target to launch paid membership program to rival Amazon Prime, Walmart+
Target Circle 360 will cost $99 a year and comes as the retailer plans 300 new stores in the coming decade.
By Nate Delesline III • March 5, 2024 -
Courtesy of Spanx
Spanx pushes into apparel with first-ever global campaign
“We Live in Spanx” includes partnerships with Meta and YouTube, and the brand is the exclusive sponsor of a Women’s History Month hub on Hulu.
By Jessica Deyo • March 4, 2024 -
Tim Boyle/Staff via Getty Images
Home Depot tops inclusive brand rankings as DEI faces challenges
While DEI has recently come under fire, a new AIMM report found marketers have reduced stereotypes in ads and improved consumer trust.
By Peter Adams • March 1, 2024 -
Permission granted by Athleta
How Athleta’s ‘Find Your Movement’ campaign evolves the brand
The multiphase effort arriving amid sales struggles represents “the spark that will light the fire” for the brand, said chief creative officer Julia Leach.
By Jessica Deyo • March 1, 2024 -
Jason Kempin via Getty Images
How Estée Lauder balances brand and performance marketing as the pendulum swings
The company’s commitment to brand equity and marketing mix modeling was the subject of a presentation during the eTail Palm Springs conference.
By Chris Kelly • Feb. 28, 2024 -
Permission granted by PepsiCo
What’s old is new: Food and beverage brands put a modern spin on retro packaging
Consumer-facing companies are tapping into buyers’ emotions as they redesign logos and packaging.
By Shefali Kapadia • Feb. 27, 2024
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