Brand Strategy: Page 3


  • Puma NITRO NFRNO and NITRO Fastroid Sneakers, debuting at NYFW
    Image attribution tooltip
    Courtesy of Puma

    Puma’s first metaverse experience ties NFTs to NYFW

    Following a New York Fashion Week show, consumers who minted the brand’s Nitropass can burn their NFT and claim physical sneakers.

    By Sept. 8, 2022
  • A white truck is parked in front of a Lowe's store on a clear, bright day.
    Image attribution tooltip
    Daphne Howland/Marketing Dive

    Lowe’s chief marketing officer exits as company realigns structure

    Marisa Thalberg joined the home improvement retailer from Taco Bell just prior to the pandemic upending nearly every aspect of consumers’ lives.

    By Caroline Jansen • Sept. 7, 2022
  • A black tiny home parked in a driveway displays a can of Pepsi Zero Sugar, accompanied by copy reading, "Introducing the Pepsi 18 Week Pack. A Pepsi pack you can live in all football season long."
    Image attribution tooltip
    Permission granted by Pepsi

    Pepsi’s branded tiny home delivers tricked-out NFL fan cave

    The Pepsi 18 Week Pack is part of a sweepstakes run through Instacart, an increasingly important e-commerce partner for the longtime league sponsor.

    By Sept. 7, 2022
  • Gap materials for its fall 2022 campaign, "Icons."
    Image attribution tooltip
    Courtesy of Gap

    Gap highlights culture shapers with ‘Icons’ campaign, NFT contest

    Gap Logo Remix invites artists to design a logo that could become an NFT and be printed on the brand’s signature hoodie.

    By Sept. 7, 2022
  • A green co-branded Wendy's and 'Rick and Morty' logo and Uber Eats bag flank cartoon versions of new sandwiches and drinks from the restaurant chain.
    Image attribution tooltip
    Permission granted by Wendy's

    Wendy’s latest ‘Rick and Morty’ crossover opens portal to Uber Eats

    Delivery continues to be a focus of the partnership as the reference-heavy Adult Swim series enshrines its place in the pop culture conversation.

    By Sept. 6, 2022
  • Illustration of a robot as part of Starburst campaign
    Image attribution tooltip
    Courtesy of Starburst

    Starburst beams TikToks into space to engage Gen Z

    A hashtag challenge around the question “How do they make Starburst taste so juicy?” follows the brand's first TV spot for its core product since 2015.

    By Sept. 6, 2022
  • A man walks a pony through a Four Seasons Hotel as part of a new ad campaign
    Image attribution tooltip
    Courtesy of Four Seasons Hotels and Resorts

    Four Seasons brushes off old luxury tropes as part of brand relaunch

    A new campaign represents the marketer’s largest paid media effort to date and was inspired by real guest stories showcasing personalized stays.

    By Sept. 2, 2022
  • P&G Procter & Gamble brands
    Image attribution tooltip
    Courtesy of Procter & Gamble

    Procter & Gamble throws support behind Trade Desk’s Unified ID

    The CPG giant is the latest major ad world player to throw its weight behind the ad tech firm’s replacement for third-party cookies.

    By Sept. 2, 2022
  • A graphic that features Maybelline's new playable ad mini-game
    Image attribution tooltip
    Courtesy of Zynga

    Maybelline partners with Zynga for playable ad integration

    The branded mini-game requires players to pair together icons to reveal a shoppable mascara with a customer review.

    By Aaron Baar • Sept. 1, 2022
  • A person holds a smartphone showing the Starbucks app
    Image attribution tooltip
    Courtesy of Starbucks

    What Starbucks’ bet on NFTs says about the future of loyalty

    The chain's renowned rewards program adds a buzzy new value-grab, potentially laying a course for other marketers to follow.

    By Aaron Baar • Sept. 1, 2022
  • A yellow school bus is parked outside a two story level school. A light blue sky and small cloud are in the top half of the photo.
    Image attribution tooltip
    Maksymowicz via Getty Images

    Back-to-school consumers are holding out for discounts

    Shoppers have had different priorities this summer and remain focused on saving money as inflation squeezes their budgets.

    By Daphne Howland • Sept. 1, 2022
  • Several Nissan cars in front of the 2022 Heisman House
    Image attribution tooltip
    Courtesy of Nissan

    Nissan’s long-running Heisman program features college athlete for first time

    Bryce Young, the most recent Heisman Trophy winner, stars as a fish out of water in a campaign that also includes metaverse tactics.

    By Sept. 1, 2022
  • Two people in a screenshot from a Coca-Cola TV ad for the 2022 FIFA World Cup
    Image attribution tooltip
    Courtesy of The Coca-Cola Company

    Coca-Cola kicks off digitally driven World Cup campaign

    "Believing is Magic" is the latest iteration of the brand's "Real Magic" platform and focuses on authentic moments of connection between FIFA fans.

    By Sept. 1, 2022
  • Track art cover for ‘Static’ by Tisakorean ft. Sprite from McDonald’s
    Image attribution tooltip
    Courtesy of McDonald's

    McDonald’s plays off Sprite virality with hip-hop anthem

    The tune alludes to numerous social media posts comparing the taste of the beverage dispensed by the chain’s fountain machines to the sound of static. 

    By Aug. 31, 2022
  • A woman wears a shirt with a Heinz ketchup stain as part of a new vintage clothing collection
    Image attribution tooltip
    Courtesy of CNW Group/Kraft Heinz Canada

    Heinz drops ketchup-stained vintage collection to celebrate sustainability

    Clothes are sourced from and available exclusively on ThredUp and come as younger consumers embrace thrifting as a part of sustainability efforts.

    By Aug. 30, 2022
  • Three rows of cans of Bud Light against a blue backdrop show off the brand's custom packaging tailored to 24 different NFL teams.
    Image attribution tooltip
    Retrieved from Bud Light on August 30, 2022

    Bud Light helps football fans cover beer costs to celebrate NFL’s return

    A new “Kickoff Beers” campaign mixes the sound of a can cracking open into the league’s theme and features weekly Cash App sweepstakes.

    By Aug. 30, 2022
  • Several Hyundai models from the 1980s as featured in new film "Seoul Vibe"
    Image attribution tooltip
    Courtesy of Hyundai Motor Company

    Hyundai targets millennials, Gen Z with retro Netflix tie-up

    Along with providing models from the 1980s for “Seoul Vibe,” the automaker launched a cinematic ad and metaverse experience that tie into the film.

    By Aug. 30, 2022
  • Image attribution tooltip
    Alex Wong via Getty Images

    Kraft Heinz, Danone enrich first-party data through IRI, LiveRamp partnership

    Retail data provider IRI has also teamed with Publicis Groupe's Epsilon to allow CPG marketers to leverage clean room technology.

    By Aug. 29, 2022
  • NFL quarterback Matthew Stafford stands and holds a Little Caesars pizza box
    Image attribution tooltip
    Courtesy of Little Caesars Pizza

    Little Caesars deepens new NFL deal with TV spot, promotion

    Amid its first moves as official pizza of the league, the chain partnered with quarterback Matthew Stafford for a TV spot created with AOR McKinney.

    By Aug. 29, 2022
  • A large digital screen in the game Fortnite bears the signage State Farm Park while fireworks go off in the background.
    Image attribution tooltip
    Retrieved from iHeartMedia on August 29, 2022

    State Farm sponsors iHeartMedia’s persistent metaverse space in Fortnite

    Host to concerts and more, the virtual venue kicks off a year of planned programming with a two-part performance from Charlie Puth.

    By Aug. 29, 2022
  • A woman drags her feet through a picnic in a commercial for NerdWallet
    Image attribution tooltip
    Courtesy of NerdWallet
    Column

    Campaign Trail: NerdWallet solves financial problems for feet draggers and fence sitters

    In collaboration with Deutsch LA, the personal finance company’s "Smartest Decision" push brings idioms — and its editorial team "nerds" — to life.

    By Aug. 26, 2022
  • Bottles of Johnnie Walker next to plastic cups filled with a cocktail.
    Image attribution tooltip
    Monica Schipper/Getty Images via Getty Images

    Johnnie Walker drafts Lilly Singh to fight for women’s leadership

    An extension of the “First Strides” program includes a partnership encouraging more women to take steps toward public leadership in the U.S. 

    By Aug. 26, 2022
  • An Instacart campaign image promoting Lizzo's new Instacart Cart.
    Image attribution tooltip
    Courtesy of Instacart

    Instacart partners with Lizzo for most extensive campaign to date

    “The World is Your Cart,” created with agencies Droga5 and Mayflower Entertainment, is paired with a 60-second spot and Snapchat mini-game.

    By Aug. 25, 2022
  • 7Collection
    Image attribution tooltip
    Retrieved from 7-Eleven press release.

    7-Eleven debuts online merchandise shop in bid to be ‘more than just a convenience store’

    The collection includes apparel and accessories inspired by the convenience store’s products, such as Big Gulp and Slurpee.

    By Brett Dworski • Aug. 25, 2022
  • A person laying on a couch while scrolling on their phone
    Image attribution tooltip
    pixdeluxe via Getty Images

    TikTok mini-game pilot alludes to resurgence in social gaming

    While the video-sharing app is just dipping its toes in, brands like Duracell have recently run in-game experiments on other platforms like Instagram.

    By Aaron Baar • Aug. 25, 2022