Brand Strategy: Page 27

  • Pepsi's "'SNEAK'ER" shoes, made with Reebok and Shaquille O'Neal, that hold a Pepsi Mini Can in the soles.
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    Courtesy of PepsiCo
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    Pepsi teams with Shaq, Reebok for sneakers that carry mini cans

    Consumers can score the Pepsi ‘Sneak’er — Reebok Pump Shaq Attaqs made to hold a Pepsi Mini Can — via a social media sweepstakes.

    By • Feb. 22, 2024
  • Lay's UEFA campaign
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    Courtesy of Frito-Lay
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    Lay’s uses ‘Chip Cam’ to film ad during live match with soccer legends

    A commercial starring David Beckham and Thierry Henry is being supported by a partnership with Meta for a Lay’s Detector digital experience.

    By • Feb. 22, 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

    From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here's a look at key trends driving marketing in 2025.

    By Marketing Dive staff
  • Colin Jost and Micheal Che wear green suits in front of a green background with gold balloons which spells out SPE. Both comedians hold up a cocktail with a bottle of Jameson between them.
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    Courtesy of Pernod Ricard
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    Jameson to drop Times Square Ball for St. Patrick’s Eve

    With St. Patrick’s Day falling on a Sunday this year, the Irish whiskey is encouraging celebration the night before with a new holiday and campaign. 

    By • Feb. 21, 2024
  • A father and son bond over oatmeal in the first global ad campaign from PepsiCo's Quaker brand.
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    Permission granted by PRNewsfoto/PepsiCo
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    Quaker celebrates everyday moments of affirmation in creative reset

    Uncommon Creative Studio handled the campaign while Quaker enlisted “Aftersun” director Charlotte Wells to add an emotional punch to the creative.

    By • Feb. 21, 2024
  • McDonald's WcDonald's anime characters
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    Courtesy of McDonald's USA
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    McDonald’s brings anime fandom to life for immersive global campaign

    The chain is paying tribute to how it is often depicted in anime and manga — as “WcDonald's” — with a new sauce, packaging, episodic content and more.

    By • Feb. 21, 2024
  • Giannis Antetokounmpo poses with two Starry mascots
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    Courtesy of PepsiCo
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    PepsiCo’s Starry spotlights music and sports in new campaign

    Starry is trying to capitalize on the hype of a Super Bowl ad and the NBA All-Star Game with an effort that includes a Tinder integration.

    By • Feb. 20, 2024
  • Duke Blue Devil mascot flexes on a Marriott hotel bed
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    Courtesy of Marriott
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    Marriott Bonvoy joins March Madness craze to celebrate game-day rituals

    The hotel chain is pushing its loyalty platform through digital and linear spots in hopes of winning consumers as they map out their travel plans. 

    By Aaron Baar • Feb. 20, 2024
  • Coca-Cola's new K-Wave soda created under its Creations platform.
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    Courtesy of Coca-Cola
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    Coca-Cola tunes into K-pop for latest limited-time launch

    The beverage, described as having a fruity flavor, is the 10th drink under Coke’s Creations platform.

    By Christopher Doering • Feb. 20, 2024
  • Michael Cera and a narwhal in a CeraVe video
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    Courtesy of CeraVe
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    Column

    Campaign Trail: CeraVe got weird with Michael Cera to win the Super Bowl

    Led by Ogilvy PR North America, the social- and influencer-focused campaign used earned media to amplify the brand’s first big game ad.

    By • Feb. 16, 2024
  • ESPN commentator Mike Breen in a State Farm ad
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    Courtesy of Disney Advertising
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    State Farm extends ‘magic’ campaign to NBA, WNBA with Disney team-up

    ESPN's in-house creative agency helps the insurance brand iterate on its celebrity-focused “The Right Kind of Magic” campaign.

    By • Feb. 16, 2024
  • Comedian Ziwe Fumudoh teamed with Android for a "Finding Love with Ziwe" video and is seen sitting in a green dress.
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    Courtesy of David Miami
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    Android says green text bubbles are costing iPhone users love

    Comedian Ziwe Fumudoh stars in a video that highlights the stigma of green text bubbles in dating.

    By • Feb. 15, 2024
  • Google, National Women's Soccer League partnership logo displaying the entities' names.
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    Courtesy of Google
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    Google touts Pixel’s AI capabilities for National Women’s Soccer League tie-up

    The Pixel will serve as the official mobile phone of the league, and the phone’s AI-powered camera will be used to capture exclusive social content.

    By Aaron Baar • Feb. 15, 2024
  • Wendy's is adding English muffin sandwiches to its breakfast menu on Aug. 22.
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    Courtesy of Wendy's
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    Wendy’s to spend $55M on breakfast ads

    CEO Kirk Tanner, who joined the company less than two weeks ago, said the advertising could drive up breakfast sales in the U.S. and Canada by 50%.

    By Aneurin Canham-Clyne • Feb. 15, 2024
  • Virtual influencer Imma appears in a Coach ad
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    Courtesy of Coach
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    Coach pairs virtual influencer with real celebs Lil Nas X, Camila Mendes

    “Find Your Courage” looks to engage younger consumers around the complexities of identity and the changing meaning of being “real.”

    By • Feb. 15, 2024
  • Molson Coors beer
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    Christopher Doering/Marketing Dive
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    Molson Coors posts strong Q4, full year results as marketing bets increase

    The brewer increased marketing spend by over $50 million during the quarter in a likely attempt to capture market share from struggling competitor Bud Light.

    By • Feb. 14, 2024
  • Ikea's new ad campaign shows a young girl putting on a guitar concert for her friends.
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    Permission granted by McCann Worldgroup
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    Ikea defies ‘don’t try this at home’ in debut creative from McCann

    An older gamer and adult and child practicing martial arts in the living room animate the Swedish retailer’s first global marketing campaign.

    By • Feb. 14, 2024
  • A Coke Zero billboard
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    Courtesy of Coca-Cola
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    Coke lends Zero Sugar a voice in ads, TikTok filter referencing 2000s pop hit

    Custom typography made from images of condensation, bubbles and fizz is also allowing the product to “speak for itself” for the first time.

    By • Updated Feb. 15, 2024
  • A person using a laptop and credit card to order gifts for Valentine's Day.
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    Alina Bitta via Getty Images
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    Opinion

    How marketers can win the love of consumers on Valentine’s Day

    Successful marketers will prioritize deeper connections, according to Rosie Gentile, executive vice president, practice lead North America, FCB/SIX.

    By Rosie Gentile • Feb. 13, 2024
  • An illustration of a football and a hand surrounded by up and down arrows, dollar signs, hashtags, and percent symbols.
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    Derek Abella for Industry Dive

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    By the numbers: Super Bowl LVIII

    Analyzing the ups and downs of the big game, including breakdowns by social engagement, popularity and more.

    By • Feb. 12, 2024
  • 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
  • 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