Brand Strategy: Page 3

  • Athleta's 'Find Your Movement' campaign imagery.
    Image attribution tooltip
    Permission granted by Athleta
    Image attribution tooltip

    How Athleta’s ‘Find Your Movement’ campaign evolves the brand

    The multiphase effort arriving amid sales struggles represents “the spark that will light the fire” for the brand, said chief creative officer Julia Leach.

    By • March 1, 2024
  • Makeup and accessories displayed on a store counter.
    Image attribution tooltip
    Jason Kempin via Getty Images
    Image attribution tooltip

    How Estée Lauder balances brand and performance marketing as the pendulum swings

    The company’s commitment to brand equity and marketing mix modeling was the subject of a presentation during the eTail Palm Springs conference.

    By • Feb. 28, 2024
  • Artificial intelligence helping businessman make strategy and forecast. Explore the Trendline➔
    Image attribution tooltip
    zhuweiyi49 via Getty Images
    Image attribution tooltip
    Trendline

    Top 5 stories from Marketing Dive

    A look at how areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.

    By Marketing Dive staff
  • 2 Pepsi cans with the retro logo
    Image attribution tooltip
    Permission granted by PepsiCo
    Image attribution tooltip

    What’s old is new: Food and beverage brands put a modern spin on retro packaging

    Consumer-facing companies are tapping into buyers’ emotions as they redesign logos and packaging.

    By Shefali Kapadia • Feb. 27, 2024
  • The exterior of the Eggo House of Pancakes.
    Image attribution tooltip
    Courtesy of Eggo
    Image attribution tooltip

    Eggo opens pancake-themed vacation rental in heart of Smoky Mountains

    The Kellanova brand is hoping to raise awareness of its non-waffle products through a partnership with rental site HomeToGo.com.

    By • Feb. 27, 2024
  • Rockstar rebrand
    Image attribution tooltip
    Courtesy of Rockstar
    Image attribution tooltip

    Rockstar Energy pushes scientific claim with campaign, brand refresh

    “You Can Own Any Moment” is informed by a study that found the brand’s proprietary formulas delivered mind-body energy for up to 5 hours.

    By • Feb. 26, 2024
  • A 1950s poster of Smokey Bear as part of the wildfire prevention campaign's 80th anniversary celebration.
    Image attribution tooltip
    Courtesy of The Ad Council
    Image attribution tooltip

    Smokey Bear travels through the decades for 80th anniversary ad

    The bear best known for the iconic “Only you can prevent wildfires” line stars in an emotional retelling of years of wildfire prevention tips.

    By • Feb. 26, 2024
  • A women sits at the computer in her home.
    Image attribution tooltip
    Courtesy of GoDaddy
    Image attribution tooltip

    GoDaddy introduces generative AI tool for small businesses

    The new Airo tool generates domain names, websites, social campaigns and more and is being introduced through a multichannel marketing campaign.

    By • Feb. 26, 2024
  • A red emergency pizza box from Domino's
    Image attribution tooltip
    Courtesy of Domino's
    Image attribution tooltip

    Domino’s loyalty relaunch draws 2M new members

    Strengthened by its emergency pizza marketing stunt, Domino’s updated rewards program helped bolster traffic and comparable sales.

    By Aneurin Canham-Clyne • Feb. 26, 2024
  • Two people with shopping bags.
    Image attribution tooltip
    Courtesy of Nordstrom
    Image attribution tooltip

    ‘Treat yourself’ culture: Here’s what the numbers say

    Holiday spending habits at the end of last year bring into focus the need for messaging around “the importance of you,” per the Why Group.

    By • Feb. 23, 2024
  • Actor Kristin Chenoweth is seen sitting in a sound studio narrating Welch's Fruit Snacks' first-ever storybook, "Sometimes It's Not Stealing," while holding a box of fruit snacks.
    Image attribution tooltip
    Courtesy of Welch's Fruit Snacks
    Image attribution tooltip

    Welch’s Fruit Snacks appoints new creative AOR to keep pace with culture

    Gut Miami previously developed a campaign starring Kristin Chenoweth about parents sneaking a bite of their kids’ snacks.

    By • Feb. 22, 2024
  • A Snapchat AR lens promoting the Warner Bros. film "Dune: Part Two"
    Image attribution tooltip
    Permission granted by Snap Inc.
    Image attribution tooltip

    Warner Bros. teams with Snapchat for AR ‘Dune: Part Two’ campaign

    An immersive AR Lens, Cameo stickers and video ads will direct users to a site where they can purchase tickets for the upcoming release.

    By Aaron Baar • Feb. 22, 2024
  • Pepsi's "'SNEAK'ER" shoes, made with Reebok and Shaquille O'Neal, that hold a Pepsi Mini Can in the soles.
    Image attribution tooltip
    Courtesy of PepsiCo
    Image attribution tooltip

    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
    Image attribution tooltip
    Courtesy of Frito-Lay
    Image attribution tooltip

    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
  • 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.
    Image attribution tooltip
    Courtesy of Pernod Ricard
    Image attribution tooltip

    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.
    Image attribution tooltip
    Permission granted by PRNewsfoto/PepsiCo
    Image attribution tooltip

    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
    Image attribution tooltip
    Courtesy of McDonald's USA
    Image attribution tooltip

    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
    Image attribution tooltip
    Courtesy of PepsiCo
    Image attribution tooltip

    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
    Image attribution tooltip
    Courtesy of Marriott
    Image attribution tooltip

    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.
    Image attribution tooltip
    Courtesy of Coca-Cola
    Image attribution tooltip

    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
    Image attribution tooltip
    Courtesy of CeraVe
    Image attribution tooltip
    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
    Image attribution tooltip
    Courtesy of Disney Advertising
    Image attribution tooltip

    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.
    Image attribution tooltip
    Courtesy of David Miami
    Image attribution tooltip

    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.
    Image attribution tooltip
    Courtesy of Google
    Image attribution tooltip

    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.
    Image attribution tooltip
    Courtesy of Wendy's
    Image attribution tooltip

    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
    Image attribution tooltip
    Courtesy of Coach
    Image attribution tooltip

    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