Brand Strategy: Page 21
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Courtesy of On
On Running appoints Zendaya as brand partner in multiyear deal
As legacy rivals like Nike face fresh pressures, On is looking to shore up its sport and fashion credibility with help from a major star.
By Peter Adams • June 7, 2024 -
Courtesy of Crayola
ColumnCampaign Trail: Crayola reunites adults with childhood art to spur creativity
In partnership with Dentsu Creative, the effort features a tear-jerking short film that shows the power of creative self-expression across generations.
By Chris Kelly • June 7, 2024 -
Explore the Trendline➔
sefa ozel via Getty Images
TrendlineAI and Marketing Data
Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data.
By Marketing Dive staff -
Courtesy of Givenchy Beauty
Givenchy Beauty makes over Roblox space for Pride Month
The luxury brand overhauled its space on the platform to feature rainbows, flags and a pop-up showcasing virtual wearables from LGBTQ+ designers.
By Jessica Deyo • June 6, 2024 -
Courtesy of Ballantine's
Q&AWhat Ballantine’s has learned from 10 years of music marketing
The Pernod Ricard Scotch whisky brand’s True Music platform has showcased over 800 artists and hosted events in 32 countries.
By Sara Karlovitch • June 5, 2024 -
Courtesy of J.M. Smucker
Jif dips into ‘Succession’ to promote peanut butter, chocolate merger
A short film starring J. Smith-Cameron documents a fictional deal between The Peanut Butter Group and Chocolatey Corp. in the style of the HBO hit.
By Chris Kelly • June 4, 2024 -
Courtesy of Toyota
Toyota turns review into music video for ‘vibe’-heavy Camry campaign
The automaker’s campaign is the latest effort from T2, the multiagency model that brings together mainstream and multicultural marketing.
By Chris Kelly • June 3, 2024 -
Retrieved from Sonic Drive-In on May 31, 2024
Inside Sonic Drive-In’s new brand platform and ‘crazy fun’ campaign
CMO Ryan Dickerson explained how the Inspire Brands QSR is personifying the chain with a new duo years after replacing its fan-favorite "Two Guys."
By Chris Kelly • June 3, 2024 -
Courtesy of Shopsense, Tastemade
Tastemade launches shoppable home improvement series using Shopsense AI
Tapping Hedley & Bennett’s founder as host, the series focuses on redesigning kitchen spaces while viewers shop the products.
By Xanayra Marin-Lopez • May 30, 2024 -
Courtesy of Purely Elizabeth
Purely Elizabeth rides explosive growth with first large-scale ad campaign
The granola and breakfast foods marketer is encouraging consumers to “Savor the Start” on the heels of 56% year-over-year sales growth in the first quarter.
By Aaron Baar • May 30, 2024 -
Courtesy of Gatorade
Gatorade revives iconic ‘Is It In You?’ tagline for largest-ever campaign
The return of the nostalgic tagline is supported by a spot narrated by Michael Jordan and custom filters on Instagram and Snapchat.
By Jessica Deyo • May 29, 2024 -
Courtesy of Puttshack
Puttshack tees up quirky spokesperson to highlight high-tech mini-golf
The growing chain is relying on humor to differentiate itself in the competitive mini-golf space, explained CMO Susan Walmesley.
By Amanda Baltazar • May 29, 2024 -
Courtesy of E.l.f. Beauty
E.l.f.’s heavier marketing investment helps cosmetics brand keep its edge
A collaboration with edgy water brand Liquid Death and Roblox gaming plays are helping the cosmetics marketer grow sales and win over Gen Z.
By Peter Adams • May 24, 2024 -
Courtesy of E.l.f. Cosmetics
E.l.f. empowers women at Indy 500 with racetrack-themed ‘Lip Oil Change’
The activation features a pit crew of “glow-up” artists and will be supported with a Snapchat AR lens, Twitch livestream and Roblox experience.
By Jessica Deyo • May 23, 2024 -
Courtesy of The EGC Group
Kiss rides the ‘ImPress Express’ to promote ease of press-on products
The beauty marketer’s latest campaign centers on an elevator concept that tasks guests to apply press-on lashes or nails within a 30-floor trip.
By Jessica Deyo • May 23, 2024 -
Courtesy of Coca-Cola
How Coca-Cola bottled the vibrancy of Africa for its latest creation
With a name inspired by the isiZulu term for “come here,” Wozzaah Zero Sugar looks to embody the culture of and invite consumers to the continent.
By Chris Kelly • May 23, 2024 -
Courtesy of United Airlines
Q&AHow United Airlines flies with Wrexham to cultural relevancy
The airline is “opening the aperture” of its sponsorship of the Welsh soccer club with branded swag, said Chief Advertising Officer Maggie Schmerin.
By Chris Kelly • May 21, 2024 -
Courtesy of Danone North America
Danone unites yogurt brands for ‘Snack & Streamapalooza’ on TikTok
The event spotlighting the Remix line of products from Oikos, Too Good & Co. and Light + Fit includes four content sets featuring top TikTok personalities.
By Jessica Deyo • May 20, 2024 -
Courtesy of Gap Inc.
Gap Inc. selects Omnicom as media AOR, reorganizes key media functions
The apparel marketer created a Marketing Shared Services organization to unite core media functions as it works to revitalize its brands.
By Chris Kelly • May 15, 2024 -
Max Kegfire via Getty Images
Deep DiveWhy marketers increasingly downplay sustainability efforts
Greenhushing on climate-related initiatives is becoming more widespread amid an intensifying regulatory environment and consumer backlash.
By Nicole Ortiz • May 14, 2024 -
Courtesy of Welch's Fruit Snacks
Welch’s Fruit Snacks debuts largest-ever campaign with Gordon Ramsay
The celebrity chef serves as Welch’s “CFO,” or chief fruit officer, and stars in the first TV commercial in the brand’s history to promote its clean ingredients.
By Jessica Deyo • May 14, 2024 -
Courtesy of E.l.f. Beauty
E.l.f. says corporate America has ‘So Many Dicks’ and not enough diversity
The brand highlights the “ROI of DEI” by calling out the success of its diverse board compared to those full of men named Richard, Rick and Dick.
By Chris Kelly • May 13, 2024 -
Courtesy of Thomas' Breakfast
Thomas’ revives breakfast with first brand character in 144-year history
Thom, billed as a “proper young man with a strong British accent,” is meant to remind consumers to savor breakfast amid the hectic morning shuffle.
By Jessica Deyo • May 13, 2024 -
Brandon Bell via Getty Images
McDonald’s to focus on digital marketing with new fund
The fund, which will be paid with existing contributions, will allow the chain to market more effectively to customers within its app.
By Julie Littman • May 10, 2024 -
Courtesy of Hard Rock International
Hard Rock rolls out global loyalty program across hotels, retail, casinos
In a multimillion-dollar campaign for the launch, celebrities Shakira, John Legend, Lionel Messi and Noah Kahan plugged member benefits.
By Noelle Mateer • May 9, 2024 -
Retrieved from Starburst on May 08, 2024
Starburst taps gen AI for campaign that is ‘Different Every Time’
The Mars candy brand’s first major campaign in 12 years was created with Team OMC, a collaboration between Omnicom shops DDB and Critical Mass.
By Chris Kelly • May 9, 2024
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