Brand Strategy: Page 2


  • Ben Affleck wears a branded Dunkin' sweatsuit and introduces The DunKings as part of the chain's Super Bowl LVIII ad.
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    Courtesy of Dunkin'
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    Deep Dive

    ‘Advertisers tried too hard’: Few Super Bowl LVIII ads win as celeb takeover continues

    Brands that forged true connections to culture broke through the clutter of a broadcast heavy with sociopolitical messages from some advertisers.

    By , Feb. 12, 2024
  • Betting tickets and cash sit next to a football.
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    Seth Love via Getty Images
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    BetMGM banks on X as official live sports betting partner

    The partnership comes as online sports betting grows in popularity and as X seeks to rebuild its reputation as an advertising platform.

    By Feb. 12, 2024
  • Artificial intelligence helping businessman make strategy and forecast. Explore the Trendline
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    zhuweiyi49 via Getty Images
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    Trendline

    Top 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
  • Comedian Desus Nice holds Tums and a smartphone with food on the table and football on the TV
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    Courtesy of Tums
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    Q&A

    Why DraftKings bet on other brands to build buzz beyond the big game

    CMO Stephanie Sherman explains why DraftKings teamed with Tums, DiGiorno and Samuel Adams to engage with a growing sports betting audience.

    By Feb. 12, 2024
  • People celebrating big game with Hershey's.
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    Permission granted by The Hershey Company
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    Sponsored by The Hershey Company

    The story behind our big-game ad campaign and the “big change” to Reese’s

    The most watched sporting event of the year gives advertisers an opportunity to reach the most consumers at once. This year, Hershey went all in with its latest Reese’s ad.

    By Ryan Riess, Vice President, Brand Strategy and Creative Development, The Hershey Company • Feb. 12, 2024
  • A photo of the Geico Gecko in a scrapbook
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    Courtesy of Geico
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    Geico drops mockumentary on rise of Gecko mascot ahead of Super Bowl

    The “Legend of the Lizard” video is the culmination of a campaign created by The Martin Agency that brought back the brand’s Caveman mascot.

    By Feb. 9, 2024
  • Meta's sign at 1 Hacker Way, California.
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    Kelly Sullivan via Getty Images
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    Meta spotlights how AI investments are paying off for advertisers

    Strong ad performance during the holidays convinced Jones Road Beauty to get a line of credit so it could keep investing, CMO Cody Plofker said.

    By Feb. 9, 2024
  • Pizza Hut launches 'Goodbye Pies' ahead of Valentine's Day
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    Courtesy of Pizza Hut
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    Pizza Hut delivers ‘Goodbye Pies’ for Valentine’s Day breakups

    In the first output from new social AOR Mischief @ No Fixed Address, the chain is offering to send a breakup text or free pizza to a consumer’s future ex.

    By Aaron Baar • Feb. 8, 2024
  • Several brightly colored stickers for the Chiquita banana brand are displayed.
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    Courtesy of Chiquita
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    Chiquita banana embraces color, positivity with Romero Britto collaboration

    The artistic campaign brings bold, eye-catching colors to the brand’s marketing and builds awareness with a robust OOH campaign.

    By Feb. 8, 2024
  • Influencers included in retailer Claire's The Collab program
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    Permission granted by Claire's
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    Claire’s assembles ‘Gen Zalpha’ influencer group to guide creativity

    Ambassadors range from 7 to 17 years old and come from backgrounds spanning the worlds of music, fashion, cooking and more.

    By Feb. 8, 2024
  • A person holds a smartphone that displays Burger King's AI Whopper experience.
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    Courtesy of Burger King
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    How Burger King’s AI-generated Whoppers reflect the brand’s heritage

    CMO Pat O'Toole explains how the brand leaned into the buzzy tech with a focus on customized orders in an experience created by Media.Monks.

    By Feb. 8, 2024
  • Four people use Super Bowl-themed Snapchat AR
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    Courtesy of Snapchat
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    How Super Bowl advertisers are upping their game on Snapchat

    Pringles, Doritos and Dove have extended their big game campaigns via a platform that can increase awareness and intent in consumers.

    By Aaron Baar • Feb. 7, 2024
  • A close-up of two people holding cans of Coca-Cola Spiced
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    Courtesy of Coca-Cola
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    Coke keeps innovation rolling with new permanent flavor, TikTok Shop exclusive

    Coca-Cola Spiced, the marketer’s first permanent portfolio launch in three years, aligns with renewed consumer interest in flavored colas.

    By Feb. 7, 2024
  • A mockup of the GuacAImole app
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    Courtesy of Avocados From Mexico
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    Avocados From Mexico generates guacamole recipes with new AI tool

    The GuacAImole generator leverages images uploaded by users to generate unique recipes.

    By Feb. 6, 2024
  • Three women in an Expedia ad that is airing on Netflix
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    Courtesy of Netflix
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    Expedia signs up as Netflix’s first global ad partner

    The travel platform will run ads localized for language and culture in various countries and be an alpha measurement partner in the U.K. and Brazil.

    By Feb. 5, 2024
  • Ben Affleck and Charli D'Amelio appear in a Dunkin' ad
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    Courtesy of Dunkin'
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    Dunkin’s latest campaign with Ben Affleck could be headed to Super Bowl

    In a spot that aired during the Grammys, the brand ambassador ponders a career as a pop star in a nod to his dour appearance at the ceremony last year.

    By Feb. 5, 2024
  • E.l.f. Cosmetics launched its "your best e.l.f." shopping app an experience on Apple Vision Pro.
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    Courtesy of E.l.f. Cosmetics
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    E.l.f. Cosmetics launches ‘your best e.l.f’ experience on Apple Vision Pro

    The shoppable app encourages users to unwind through relaxing activities like guided meditations and includes three environments to explore.

    By Feb. 5, 2024
  • An advertisement for the NFL's Roblox experiance.
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    Courtesy of NFL
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    NFL kicks off SpongeBob-themed Roblox activation in run-up to big game

    The Super Bowl-focused event takes place across multiple spaces on the platform and looks to amplify “IRL moments” for Gen Z and Gen Alpha.

    By Feb. 2, 2024
  • Teleflora Valentine's Day campaign still
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    Courtesy of Teleflora
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    Column

    Campaign Trail: Teleflora tells real stories to overcome love cynicism

    The floral delivery service and the in-house agency at parent The Wonderful Company used a documentary approach to prove that romance isn't dead.

    By Feb. 2, 2024
  • A trio of stills show actor Stephen Tobolowsky buying Lay's chips at a grocery checkout line.
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    Permission granted by Frito-Lay North America
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    Lay’s time-loop ads inspired by ‘Groundhog Day’ take over ABC

    Disney, Ryan Reynolds’ Maximum Effort and Kimmelot developed custom spots that accounted for one-third of ABC’s commercial inventory on Feb. 2.

    By Feb. 1, 2024
  • DoorDash Super Bowl
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    Courtesy of DoorDash
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    DoorDash offers to deliver every product advertised during Super Bowl

    The promotion asks consumers to pay close attention in order to crack a secret code contained in a spot airing during the big game.

    By Aaron Baar • Feb. 1, 2024
  • Jif "Save the Celery" campaign imagery
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    Retrieved from YouTube on January 31, 2024
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    Jif tackles ‘celery neglect’ on game day with free peanut butter

    “Save the Celery” includes a tie-up with GoPuff to deliver free peanut butter and collaborations with Barstool Sports and the YouTube series “Hot Ones.”

    By Feb. 1, 2024
  • Pepsi takes over the Las Vegas Sphere
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    Courtesy of PepsiCo
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    Pepsi Wild Cherry stokes Super Bowl excitement with Vegas Sphere takeover

    Creators Zach King and Khaby Lame are part of the soft drink brand’s big game blitz, which supports a recent “Get Wild” campaign for Pepsi Wild Cherry.

    By Feb. 1, 2024
  • DJ Khaled sits in front of microphones for a Gatorade collaboration
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    Courtesy of Gatorade
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    Gatorade fuels digital transformation with free membership platform

    The PepsiCo brand will release a capsule collaboration with DJ Khaled to boost the launch and bring together sports, music and entertainment.

    By Feb. 1, 2024
  • An image of a Starbucks sign
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    Courtesy of Starbucks
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    Starbucks to capitalize on record loyalty membership with app improvements

    Starbucks Reward members spent more than ever during Q1 2024, as the company looks to incentivize further patronage with greater personalization.

    By Bryan Wassel • Feb. 1, 2024
  • Business people, meeting and corporate discussion against a blurred background at the office. Group of employees in team planning, presentation or training staff for collaboration.
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    Jacob Wackerhausen/Getty via Getty Images
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    Opinion

    How media partners can communicate brand momentum in 2024

    Media companies must consider advertisers as both professionals and consumers, according to Advertiser Perceptions’ Erin Firneno.

    By Erin Firneno • Jan. 31, 2024