Brand Strategy: Page 20

  • Goodpop Yes Kit via GoPuff
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    Courtesy of Goodpop
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    GoodPop wants to empower parents to say ‘yes’ this summer

    A Gopuff partnership encourages parents to embrace spontaneity with the chance to win free, better-for-you alternatives to the usual seasonal treats.

    By • May 27, 2025
  • El Pollo Loco logo and tagline
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    Courtesy of El Pollo Loco
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    Why El Pollo Loco’s rebrand invites diners to ‘Get Loco’

    CMO Jill Adams shares how a new tagline serves as a call-to-action and a play to engage with consumers around their passions.

    By • May 22, 2025
  • A person holding a phone with "Ai" and a box that says "prompt" above it. Explore the Trendline➔
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    Getty Images
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    Trendline

    Top 5 stories from Marketing Dive

    From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.

    By Marketing Dive staff
  • McCain Foods Farms of the Future imagery
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    Courtesy of McCain Foods
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    Why McCain Foods made an AR mobile game to teach regenerative farming

    The company’s first global campaign for its frozen fries was designed to make sustainability more easily digestible, explains CMO Christine Kalvenes.

    By • May 22, 2025
  • A Lenovo out-of-home campaign at Piccadilly Circus in London.
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    Courtesy of Lenovo
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    Q&A

    How Lenovo’s CMO balances B2C and B2B marketing in the age of AI

    Emily Ketchen discusses bringing artificial intelligence into the marketing organization and how to stay agile during periods of macro pressure.

    By • May 21, 2025
  • A hotel suite with Uno-themed decor. A game table is featured prominently in the foreground.
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    Courtesy of Mattel
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    Uno plays into game night trend with themed social clubs

    Consumers can enter to win a stay at a themed suite in Las Vegas by posting a TikTok video using a new Uno Reverse Card filter.

    By • May 21, 2025
  • A trio of trucks with see-through glass displays hit the streets of Manhattan as part of Urban Outfitters' back-to-school campaign.
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    Permission granted by Urban Outfitters
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    Urban Outfitters deepens Gen Z experiential strategy for back to school

    A “UO Hauls” campaign features citywide scavenger hunts, immersive pop-ups and a U-Haul partnership aimed at helping graduates move out.

    By • May 20, 2025
  • Tiffani Thiessen in a Chili's ad
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    Retrieved from Chili's on May 15, 2025
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    Q&A

    Chili’s CMO on how ‘culture pops’ supercharge the chain’s sales

    The casual dining chain’s executives have cited marketing as a key factor behind two straight quarters of same-store sales growth of more than 31%.

    By • May 20, 2025
  • Oscar Mayer Wienermobiles
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    Courtesy of Oscar Mayer
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    Oscar Mayer’s Wienermobiles plan race ahead of Indy 500

    The Kraft Heinz brand’s iconic vehicles will compete in the Wienie 500, an event that will be streamed online and features a DraftKings integration.

    By Aaron Baar • May 20, 2025
  • Poppi's Fortnite game
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    Courtesy of Poppi
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    Inside Poppi’s push into gaming as prebiotic soda marketing bubbles up

    PepsiCo this week finalized a $1.95 billion acquisition of the brand, which has used a “community- and culture-first approach” to marketing.

    By • May 19, 2025
  • Two people hold Sprite + Tea on a golf course in an ad
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    Retrieved from Sprite on May 15, 2025
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    How Sprite tapped into a viral TikTok trend for Sprite + Tea launch

    Executives detail the innovation strategy at the Coca-Cola brand, which recently became the No. 3 carbonated soft drink in the U.S.

    By • May 19, 2025
  • WNBA ad graphic
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    Courtesy of WNBA
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    Q&A

    How the WNBA is building on a breakthrough season with fans, brands

    As the 2025 season begins, CMO Phil Cook details the insights behind a new campaign and how the league is partnering with brands like Skims.

    By • May 16, 2025
  • Tony Hale plays God in Autodesk's new campaign
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    Courtesy of Autodesk
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    Column

    Campaign Trail: Autodesk brings God to Earth to marvel at intelligent designs

    Indie agency Giant Spoon turns actor Tony Hale into a deity to show off everything the software company can help people design.

    By • May 16, 2025
  • Pepsi campaign imagery for its “Grilling Deserves Pepsi: BBQ Crashers" summer 2025 campaign.
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    Courtesy of PepsiCo
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    Pepsi crashes barbecues to rid them of Coke in latest stunt

    A new campaign insisting the soft drink goes best with grilled foods is timed to National Barbecue Day and includes a 60-second spot and an Instacart tie-up.

    By • May 15, 2025
  • Ryan Gould and Bobby Voltaggio on stage at WBD's 2025 upfront presentation
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    Courtesy of WBD
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    How Warner Bros. Discovery is letting brands tap ‘newstalgia’ for its IP

    Along with bringing back the name HBO Max, WBD laid out new ways for brands to buy ads across its portfolio and integrate with its library of content.

    By • May 14, 2025
  • Megan Thee Stallion eats ramen in an Airbnb campaign
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    Courtesy of Airbnb
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    Why Airbnb booked a social-first campaign for its experiences relaunch

    Global Head of Marketing Hiroki Asai explains how the company is replanting the flag around the platform's vision for travel with a new ad and app refresh.

    By • May 13, 2025
  • Mark Marshall descends from the rafters at NBCUniversal's upfronts presentation on May 12, 2025.
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    Courtesy of NBCUniversal
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    Inside NBCUniversal’s all-singing, all-dancing pitch to advertisers

    The media conglomerate boasted a portfolio that drives $1.4 trillion of consumer spending every month — and took shots at its upfront competitors.

    By • May 12, 2025
  • Unrivaled basketball game
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    Permission granted by Unrivaled
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    How Unrivaled built brand partnerships that are more than logo slaps

    Sponsors including Samsung Galaxy, Under Armour and Wayfair delivered real value during the first year of the women’s 3-on-3 basketball league.

    By • May 12, 2025
  • Facebook, Meta, Cambridge Analytica, SCOTUS
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    Getty Images
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    Brand safety comes second amid macro uncertainty: Here’s what the numbers say

    Twenty-one percent of advertisers report no plans to align marketing with social issues this year, up five points from 2024, per Advertiser Perceptions.

    By • May 9, 2025
  • Mountain Dew imagery for it's logo refresh and rollout
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    Courtesy of PepsiCo
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    Mountain Dew touts new logo with tattoo sweepstakes, TikTok Shop exclusive

    The PepsiCo brand is celebrating its refreshed logo hitting store shelves this week with a social media giveaway and collaboration with Dickies. 

    By • May 8, 2025
  • Lysol shown as part of an in-show integration with "Abbott Elementary"
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    Permission granted by Disney
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    Inside Disney’s ad playbook as streaming becomes ‘core growth platform’

    Brands including Lysol, Amex and Poppi are taking advantage of advertising offerings from the media giant as it prepares for its upfront presentation.

    By • May 8, 2025
  • A child plays at Urban Air Adventure Park
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    Permission granted by Unleashed Brands
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    Q&A

    ‘For every AI, there’s an NFT’: Burger King’s ex-CMO shares lessons learned

    Pat O’Toole, now chief marketer at youth-enrichment company Unleashed Brands, explains how the CMO role continues to evolve.

    By • May 8, 2025
  • Sha'Carri Richardson gets set on a track in a Sprite ad
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    Courtesy of Sprite
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    How Sprite surpassed Pepsi by living and breathing pop culture

    The brand recently launched Sprite Squad, a text-and-scan activation that gives consumers access to digital experiences tied to cultural passions.

    By • May 7, 2025
  • A group of presenters appear on stage for Amazon's first upfront presentation in 2024.
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    Slaven Vlasic via Getty Images
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    Deep Dive

    5 years of media evolution provide few answers to brands’ chaotic 2025

    Planning around tariff disruption echoes the pandemic, a moment the industry did not always meet with agility or savvy investment decisions. 

    By , • May 6, 2025
  • Three Barney-inspired smoothie packets depicting Barney, Baby Bop and Billy are displayed against a purple background.
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    Courtesy of Little Spoon
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    Little Spoon bridges the generation gap with Barney integration

    The subscription-based baby food brand is tapping into ‘90s nostalgia to appeal to new parents.

    By • May 6, 2025
  • Some of QVC's Q50 members posed together in 2024.
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    Courtesy of QVC
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    Why QVC is targeting Gen X with a TikTok livestream shopping event

    The event is part of the network’s efforts to meet the older generation where they already are, said Vice President of Brand Marketing Annette Dunleavy.

    By • May 6, 2025