Brand Strategy: Page 2

  • Child actor Paxton Beau Bazile poses with bottles of Welch's Sparkling Juices
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    Permission granted by Welch's
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    How Welch’s new kid mascot bridges nostalgia with modern marketing

    Charlie Cheersman, the first kid to anchor the brand’s creative in 25 years, debuts as the CPG shakes up its marketing strategy and leadership.

    By • Updated Oct. 28, 2025
  • A Dr. Seuss-inspired character is bathed in the blue light of a mobile device in a holiday ad from Walmart
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    Permission granted by Walmart
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    Walmart balances whimsy with value in Dr. Seuss-inspired holiday ads

    Spots taking place in a town called WhoKnewVille reinforce a messaging platform that challenges consumer perceptions around the retailer’s image.

    By • Updated Oct. 28, 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 retail media, social media and others.

    By Marketing Dive staff
  • Campaign imagery for E.l.f.'s global campaign entitled “Give an e.l.f.’
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    Courtesy of E.l.f. Beauty
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    E.l.f. challenges consumers to ‘Give an e.l.f.’ in purpose-led campaign

    Ads for the beauty brand span social, print, digital and out-of-home, asking “What do you give an e.l.f. (F#@&) about?”

    By • Oct. 28, 2025
  • Campaign imagery for E.l.f.'s "So Many Dicks" campaign.
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    E.l.f. Cosmetics/Oberland

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    Deep Dive

    Inclusive marketing ‘in paralysis’: How brands can reject the standstill

    Diverse representation continues to present a major opportunity for brands and could become even more of an expectation during the end-of-year period.

    By • Oct. 27, 2025
  • Barefoot Wine bottles
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    Courtesy of Barefoot Wine
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    Q&A

    How Barefoot Wine is stepping up marketing to meet new, evolving drinkers

    E. & J. Gallo Winery CMO Stephanie Gallo explains how Barefoot approached its first major redesign in decades and why it’s bullish about its NFL tie-up.

    By • Oct. 27, 2025
  • A pair of glazed pork ribs sit on a blazing charcoal grill.
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    Permission granted by National Pork Board
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    Inside the campaign to reposition pork for Gen Z, millennial consumers

    The effort tries to shed associations with the iconic “Other White Meat” tagline while appealing to the media preferences of young audiences.

    By • Oct. 27, 2025
  • WPP logo
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    Courtesy of WPP
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    WPP’s new AI platform offers marketing without agencies for SMBs

    The agency holding group is letting clients plan, create and deploy campaigns independently using WPP Open Pro. 

    By • Oct. 24, 2025
  • People attend Advertising Week New York 2025
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    Permission granted by Shutterstock for Advertising Week New York
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    Top takeaways from Advertising Week 2025 marketers need to know

    Leading marketers like PepsiCo and Kraft Heinz delved into topics including culture-led marketing and artificial intelligence at the annual conference.

    By , , , • Oct. 23, 2025
  • Ciara for True Religion's 2025 "Wrapped in True" holiday campaign.
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    Courtesy of True Religion
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    True Religion targets women, college sports fans in holiday campaign

    The brand doubles down on the growing intersection of fashion and sports in its first holiday campaign since being acquired earlier this year.

    By • Oct. 23, 2025
  • Charlie Sheen sits outside holding an aluminum can next to a suit case full of the cans.
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    Courtesy of Wild AF
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    Sober celebrities pour into nonalcoholic beer

    Comedian John Mulaney, a co-owner of Years, will act as spokesperson for the nonalcoholic brand and participate in its first creative campaign.

    By Laurel Deppen • Oct. 23, 2025
  • Salma Hayek holds a bottle of Kahlúa while wearing a yellow dress.
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    Courtesy of Pernod Ricard
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    Dunkin’ and Kahlúa tap Salma Hayek Pinault to boost co-branded product

    The telenovela-inspired “It’s Kahlunkin’” campaign comes as Gen Z consumers express increased interest in coffee-based alcoholic beverages.

    By • Oct. 22, 2025
  • Bryan Cranston as Cranpus in an Ocean Spray ad
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    Courtesy of Ocean Spray
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    Beware of ‘Cranpus’: Ocean Spray evolves brand platform for holidays

    The cranberry co-op turned actor Bryan Cranston into a new version of folklore figure Krampus to break through the season’s advertising noise.

    By • Oct. 22, 2025
  • A line of people form outside of Welch's Zero Bodega pop-up experience in New York City
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    Permission granted by Welch's
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    Welch’s names chief brand and innovation officer as strategy shifts

    The newly created role effectively replaces the CMO and is part of a larger push from the brand to become more agile and consumer-driven.

    By • Oct. 21, 2025
  • Over the shoulder angle of a young gamer playing a video game on personal computer in a neon lit living room at home.
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    Getty Images
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    Deep Dive

    6 gaming takeaways for marketers from Advertising Week New York

    Despite its immense popularity with younger consumers, gaming still only commands a fraction of ad dollars.

    By • Oct. 21, 2025
  • Pillsbury's AR experience
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    Courtesy of General Mills
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    Pillsbury opens door to Doughboy’s home with interactive AR experience

    A mobile activation celebrating 60 years of the pillowy mascot is the product of a pitch from Jimmy Fallon’s new reality competition series. 

    By • Oct. 20, 2025
  • A group of people watch a football game in a Hellmann's ad
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    Courtesy of Hellmann's
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    How Hellmann’s covers the spread with football marketing

    Over the last five years, the Unilever brand has worked to become synonymous with football culture and has seen continued sales momentum.

    By • Oct. 20, 2025
  • Outdoor ads in Brooklyn, New York, promote Manscaped grooming products
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    Permission granted by Manscaped
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    Q&A

    How Manscaped’s CMO tackles Super Bowl-sized brand ambitions

    Marcelo Kertesz spoke with Marketing Dive about reports the brand is mulling its first big game ad and why it is doubling down on edgy humor.

    By • Oct. 20, 2025
  • Streamer Cody “Clix” Conrod for Cava
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    Courtesy of Cava
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    Cava ties gaming culture to loyalty rewards with Clix collaboration

    A partnership with the pro Fortnite player centers on a Cava Pass Challenge that looks to drive more people to the chain’s newly revamped loyalty program.

    By • Oct. 17, 2025
  • LeBron James for Hennessy
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    Courtesy of Hennessy
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    Column

    Campaign Trail: Hennessy stirs up social with LeBron’s latest decision

    Wieden + Kennedy Amsterdam remade the NBA legend’s 2010 “Decision” — a reminder that “you can’t make an omelet without breaking some eggs.”

    By • Oct. 17, 2025
  • Snooki for Lysol
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    Retrieved from Lysol on October 15, 2025
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    Lysol taps Snooki for social campaign promoting the ‘StinkCheck’

    The Reckitt-owned brand is marketing its Lysol Air Sanitizer via social videos that advise consumers how to cope with loved ones’ odorous passions.

    By Aaron Baar • Oct. 16, 2025
  • An adult uses an aerosol can containing cleaner while working on auto parts with a child.
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    Screenshot: Sonoco/Vimeo

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    Sonoco’s inaugural TV ads put a lens on packaging’s everyday moments

    Return on investment has been stronger than expected as the B2B firm turns to connected TV, said a company marketing director.

    By Katie Pyzyk • Oct. 16, 2025
  • DoorDash's "Too Much Winning Energy" campaign imagery
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    Courtesy of DoorDash
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    How DoorDash Ads balances advertiser needs with the consumer experience

    General Manager Peter Giordano discusses DoorDash’s latest suite of advertiser tools, the future of the platform and retail media pain points.

    By • Oct. 16, 2025
  • Hello CEO Diana Haussling at Variety's Future of Brand Summit
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    Permission granted by Variety via Getty Images
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    How Colgate-Palmolive’s Hello amplifies marketing by gut-checking AI

    CEO Diana Haussling and execs from Acxiom and agency FCB discussed use cases of artificial intelligence at Variety’s Future of Brand Summit.

    By • Oct. 15, 2025
  • Nvidia CEO Jensen Huang delivers the keynote address during the Nvidia GTC 2025 at SAP Center on March 18, 2025 in San Jose, California.
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    Justin Sullivan / Staff via Getty Images
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    Brand valuations swing wildly amid AI, market-driven disruption: report

    Nvidia saw the fastest rise in value ever tracked by Interbrand while digital-first services like Netflix, Uber and Instagram also gained ground.

    By • Oct. 15, 2025
  • Amaya Espinal for Herbal Essences
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    Courtesy of Procter & Gamble
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    Herbal Essences taps into infomercial nostalgia to serve ‘scent traps’

    The P&G hair care brand enlists “Love Island” star Amaya Espinal to celebrate the power of scent in digital and out-of-home ads.

    By • Oct. 15, 2025