Brand Strategy: Page 3

  • A person stands in front of a camera recording themselves
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    Phynart Studio via Getty Images

    81% of consumers embraced influencer marketing in the past year, study finds

    Top performing influencer categories include food and beverage, health and wellness and beauty and personal care, according to Matter Communications.

    By • Feb. 23, 2023
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    Justin Sullivan via Getty Images

    Coke joins AI hype train in search for next-gen creative capabilities

    The marketer is the first to take advantage of a new alliance between Bain & Company and ChatGPT developer OpenAI.

    By • Feb. 23, 2023
  • Bike lane in evening. Sign for bicycle painted on the asphalt. Car and traffic in background. Dividing line. Shadow from sunset sun. Explore the Trendline➔
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    olaser via Getty Images
    Trendline

    The Marketing Dive Outlook on 2023

    Key into where the industry winds are blowing in 2023 across media, emergent technology and the public mood.

    By Marketing Dive staff
  • Honey is drizzled over a pizza.
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    Courtesy of The Kraft Heinz Company

    Kraft Heinz goes luxe with immersive hotel integrations

    To promote its premium Heinz 57 brand, the ketchup maker has partnered with upscale hospitality firm Ennismore for in-person and digital experiences. 

    By • Feb. 23, 2023
  • Four influencers wear milk mustaches as part of Silk's Nextmilk campaign
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    Courtesy of Danone North America

    Silk gives nepo babies milk mustaches to boost plant-based alternative

    Children of David Beckham, John Travolta, Christie Brinkley and Shaquille O'Neal give "Got milk?" and its iconic mustaches a plant-based spin.

    By • Feb. 23, 2023
  • hostess, kazbars
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    Courtesy of Hostess Brands

    Hostess launches new snack brand to invigorate category, shed staid reputation

    Kazbars, a candy-bar-inspired innovation, has chocolate cake, cream, crunch and a gooeyness from fudge and caramel. It is the latest in a string of major product launches in recent years for the sweets maker.

    By Christopher Doering • Feb. 22, 2023
  • Customers enter a Walmart store in San Leandro, California.
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    Justin Sullivan via Getty Images

    Walmart ad sales hit $2.7B as execs eye greater scale

    Walmart Connect was up 41% in Q4, supporting healthy holiday performance and serving as a bright spot in light of an uncertain 2023 outlook.

    By • Feb. 22, 2023
  • A photograph of two people at a Shake Shack eating white truffle burgers.
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    Permission granted by Shake Shack

    Shake Shack serves up fine dining experience with White Truffle Menu

    Ten Shake Shack restaurants are taking reservations for a prix fixe tasting menu that costs $20 per person.

    By Julie Littman • Feb. 22, 2023
  • Microphone, headphones and mixer
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    Ahlers, Marvin. Retrieved from Pixabay.

    What a podcasting industry slowdown means for advertisers

    Podcasts still represent a viable space for advertisers despite layoffs, budget cuts and fewer acquisitions by major players in the arena.

    By • Feb. 21, 2023
  • A phone screen depicts questions from DraftKing's High Stakes Beer Ad contest.
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    Courtesy of Molson Coors

    How Molson Coors tackles the cost and clutter of football marketing

    Heavy activity around DraftKings and podcasts like Barstool Sports’ “Pardon My Take” have helped the beer marketer connect with young fans of the sport.

    By • Feb. 21, 2023
  • PATRÓN® Tequila Announces New AI Art Generator to Craft the Margarita of Your Dreams
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    Courtesy of PATRÓN Tequila

    Patrón Tequila serves AI-generated cocktails for National Margarita Day

    Consumers can share their margarita creation on Instagram or Twitter for the chance to win two tickets to a Becky G concert.

    By • Feb. 21, 2023

  • P&G’s Pritchard says AI, algorithms are improving ad effectiveness

    With more sophisticated in-house teams and the marketer saving millions, Pritchard said agencies will need to “see around corners” more than ever.

    By • Feb. 17, 2023
  • Serena Williams in Rémy Martin's “Inch by Inch” campaign
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    Courtesy of Rémy Martin
    Deep Dive

    A new era for alcohol advertising gets a slow start

    AB InBev ended its 33-year hold on alcohol advertising for Super Bowl LVII, inviting new entrants like Crown Royal and Rémy Martin to capitalize on the hype.

    By • Feb. 17, 2023
  • This Is Sportscenter spot
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    Retrieved from ESPN on February 16, 2023
    Column

    Campaign Trail: ESPN revives iconic ‘This Is SportsCenter’ spots

    Creative talent at new agency partner Arts & Letters worked on the campaign during its Wieden+Kennedy days.

    By • Feb. 17, 2023
  • Regina Hall stands with a desk decoy behind the bar as part of a Jameson campaign
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    Courtesy of Pernod Ricard USA

    Jameson serves cardboard ‘desk decoys’ for St. Patrick’s Day to boost PTO

    Regina Hall stars in a humorous campaign informed by a finding that 61% of Americans feel guilty for taking paid time off.

    By • Feb. 16, 2023
  • 7Up's refreshed packaging.
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    Courtesy of PepsiCo

    7Up’s international rebrand seeks to uplift consumers

    The overhaul is the first for the brand in seven years and is meant to help the soda compete with Sprite.

    By • Feb. 16, 2023
  • State Farm's Super Bowl LVII social media hashtag challenge image with Jake From State Farm and Khaby Lame.
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    Courtesy of State Farm

    How social media marketing for Super Bowl LVII performed against traditional ads

    The hashtag #SuperBowlLVII on TikTok collected 225 million views, more than double the game’s TV viewership, according to new findings from Captiv8.

    By • Feb. 15, 2023
  • Fanta Orange campaign
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    Courtesy of Fanta

    Coke promotes Fanta shakeup with mobile game, Gen Z creators

    A reformulation and visual overhaul for the soda is also supported by murals that disperse an orange scent and multi-sensory experiences.

    By • Feb. 14, 2023
  • High angle shot of two business people shaking hands in an office
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    PeopleImages via Getty Images

    AOR model declared ‘dead’ as brand needs diversify beyond creative, media

    New business wins at agencies increased 11% in 2022 but the value of that business decreased by 35%, according to a new report by R3.

    By • Feb. 13, 2023
  • Coca-Cola, Move, soda
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    Courtesy of Coca-Cola

    Coca-Cola debuts ‘transformation-flavored’ soda in its latest limited-time offering

    Move, part of its Creations platform, doesn’t promote a flavor, such as cherry or vanilla, but rather a mood.

    By Christopher Doering • Feb. 13, 2023
  • Maya Rudolph in M&M's Super Bowl ad
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    Retrieved from M&M's on February 13, 2023
    Deep Dive

    ‘Safe, lazy, boring’: How Super Bowl LVII ads mostly fumbled

    Celebrity fatigue was prevalent in a night overly reliant on famous faces doing goofy humor, while a handful of emotionally driven spots hit the mark.

    By , • Feb. 13, 2023
  • Cardi B and Offset team for duo meal at McDonald's
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    Courtesy of McDonald's

    McDonald’s readies first-ever duo meal with Cardi B and Offset

    Timed to Valentine's Day, the effort includes tie-ups with dating apps and a kiss cam billboard in Times Square.

    By Chris Kelly and Emma Liem Beckett • Feb. 13, 2023
  • A kitchen painted in neutral shades.
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    Courtesy of Behr Paint

    How Behr Paint connects with millennial homeowners on TikTok

    A competition series, “To DIY For,” highlighted ways in which do-it-yourself projects can bring new life to old objects, boosting the brand’s followers.

    By Aaron Baar • Feb. 13, 2023
  • An executive leads a company meeting inside a boardroom
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    Jacob Lund via Getty Images

    38% of marketers shift strategy from customer acquisition to loyalty

    While 30% expect higher budgets this year, 54% think resources will remain the same, while the agency outlook is less rosy, per Advertiser Perceptions.

    By • Feb. 10, 2023
  • An image of an Uber Eats courier delivering a meal.
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    Courtesy of Uber Eats

    Uber Eats readies post-checkout ads for Super Bowl LVII launch

    Brands such as Paramount+ will be able to reach app users as they check out during one of the busiest weekends of the year for the delivery service.

    By • Feb. 10, 2023
  • Gorton's Seafood's new Air Fried line of products.
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    Retrieved from Gorton's Seafood on February 09, 2023

    How Gorton’s Seafood is using TikTok for a product launch

    The brand recruited an eight-person team of influencers to create ongoing exclusive content as part of its push toward younger audiences. 

    By Aaron Baar • Feb. 9, 2023