Brand Strategy: Page 32

  • Director Dave Laden watching a video monitor
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    Courtesy of Mondelez International
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    Oreo sets Super Bowl return a decade after watershed Twitter play

    The Mondelez cookie brand’s speedy response to a power outage in 2013 is enshrined as one of the great big game marketing moments.

    By • Dec. 20, 2023
  • Three images side by side, an image of hands with rings weaving, bottles of Zacapa and someone holding a glass of rum.
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    Courtesy of Diageo
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    Zacapa rum highlights female empowerment in 1st global campaign

    “Lips to Soul” will be supported by out-of-home activations, primarily Facebook and Instagram paid social media advertising, events and TV in select markets.

    By • Dec. 20, 2023
  • 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
  • A can of Pringles and caviar on two chips
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    Courtesy of Kellogg Company
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    How the pairing of Pringles and caviar went viral on TikTok, Instagram

    The Kellanova potato chip teamed with The Caviar Co. and tapped into the cultural zeitgeist to create a “new snacking occasion.”

    By Christine Blank • Dec. 20, 2023
  • Target content on the Las Vegas Sphere
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    Courtesy of Target
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    Target brings dog mascot Bullseye to Las Vegas Sphere for holiday blitz

    The largest version of the Bull Terrier character yet is joined by an 11-story gingerbread Target for the snowglobe-inspired takeover.

    By • Dec. 19, 2023
  • NBA stars Nikola Jokić and Peyton Watson are pictured walking together
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    Courtesy of Expedia
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    Hotels.com recruits NBA stars to promote mobile app, loyalty program

    A new “Hotel like a Pro” campaign highlights Nikola Jokić and Jimmy Butler’s “hotel hacks” and includes an integration with the NBA2K video game.

    By • Dec. 19, 2023
  • Happy millennial teen girl checking social media holding smartphone at home.
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    insta_photos via Getty Images
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    Sponsored by Wizz

    3 ways your brand can build community with Gen Z on social media

    The perfect holiday gift for your marketing team: the definitive guide to marketing to Gen Z in 2024.

    Dec. 19, 2023
  • The welcome screen for OpenAI's ChatGPT app is displayed on a laptop screen
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    Leon Neal via Getty Images
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    Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns

    One-fifth of brands will lean into being AI-free as a point of differentiation, a trend that contrasts with CMOs’ growing investments in the tech field.  

    By • Dec. 18, 2023
  • A young girl in football gear
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    Courtesy of Dove
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    Dove returns to Super Bowl for 1st time in 18 years

    The 30-second spot follows a previously announced partnership with Nike around coaching tools that build body confidence in girls.

    By • Dec. 18, 2023
  • Elf on Roblox via Warner Bros
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    Courtesy of Fairview Portals
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    Warner Bros. marks 20 years of ‘Elf’ with Roblox experience

    Made with Fairview Portals and Supersocial, the experience invites players into Santa’s workshop and features several nods to the iconic holiday film.

    By • Dec. 18, 2023
  • Trivago brand refresh materials on mobile devices
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    Courtesy of Trivago
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    Trivago introduces brand refresh with ads localized with help from AI

    The company enlisted agency DesignStudio for the overhaul, with a focus on its metasearch capabilities and an unfussy, upbeat demeanor.

    By • Dec. 15, 2023
  • A bottle of Captain Morgan Rum sits on a table with a red video game controller as two people hang out.
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    Courtesy of Diageo
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    Diageo outlines 5 key consumer trends for 2024, including neo-hedonism

    The spirit brand’s new report was developed using a proprietary research tool and underscores the need for brands to remain nimble. 

    By • Dec. 15, 2023
  • A spokesperson with a gingerbread person and a Snyder's pretzel cabin
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    Courtesy of Campbell Soup Company
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    Column

    Campaign Trail: Snyder’s pretzels save gingerbread people from houses made of themselves

    The effort includes a PSA-style spot for YouTube and social video that riffs on a macabre observation about a longstanding holiday tradition.

    By • Dec. 15, 2023
  • An image promoting Zynga's mobile gaming tie-up with Warner Bros. Pictures around the "Wonka" film.
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    Courtesy of Warner Bros. Pictures
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    Warner Bros. levels up ‘Wonka’ with Zynga mobile gaming play

    Integrations with four of the game publisher’s titles, including Words With Friends 2, tout in-game challenges and film content.

    By Aaron Baar • Dec. 14, 2023
  • The Doritos x Empirical nacho cheese spirit bottle paired next to a glass with a Dorito chip garnish
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    Permission granted by PepsiCo Design & Innovation
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    Doritos looks to disrupt spirits category with nacho cheese-flavored drink

    Working with spirits marketer Empirical, the Frito-Lay brand was able to distill the taste and smell of one of its most popular snack products.

    By • Dec. 14, 2023
  • M&M's spokecandies on a football field
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    Courtesy of Mars, Incorporated
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    M&M’s returns to Super Bowl after controversy-courting stunt

    The Mars brand leans into purpose after its spokescandies took an “indefinite pause” before its last Super Bowl spot, causing confusion.

    By • Dec. 14, 2023
  • a MoonPie OOH advertisement near a sign for Roswell, NM
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    Courtesy of MoonPie
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    Forget Gen Z: MoonPie targets extraterrestrials in need of a treat

    Following July’s congressional hearings on UAPs, the snack brand and AOR Tombras devised outdoor ads that allegedly can only be read by aliens.

    By • Dec. 13, 2023
  • Inside a Papa Johns location
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    Permission granted by Papa Johns
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    Papa Johns taps The Martin Agency, Carat in agency shakeup

    Both shops pitched the pizza chain on insight-driven strategies that can drive cultural relevance and improve areas like targeting and loyalty.  

    By • Dec. 12, 2023
  • Frito-Lay My Joy campaign still
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    Courtesy of Frito-Lay
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    Frito-Lay reaffirms commitment to diverse creators with new campaign

    Created with Michael B. Jordan’s agency Obsidianworks, “My Joy” highlights rising creators and will run on platforms including Meta and YouTube.

    By • Dec. 12, 2023
  • Oscar Mayer and Mint Mobile's campaign imagery for the "Side of Bacon" campaign.
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    Courtesy of Oscar Mayer
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    Oscar Mayer, Mint Mobile dole out free bacon for national campaign

    “A Side of Bacon” will offer free bacon to consumers who purchase a three-month wireless plan and also includes tie-ups with businesses nationwide.

    By • Dec. 12, 2023
  • A computer-generated image of a figure with a backpack on Roblox wearing the Adidas logo.
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    Courtesy of Adidas
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    Adidas launches digital products on Roblox

    The sportswear brand has opened virtual pop-up stores that carry licensed digital clothing and bespoke outfits for the platform. 

    By Tatiana Walk-Morris • Dec. 11, 2023
  • Coca-Cola Christmas short film poster
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    Courtesy of Coca-Cola
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    Coca-Cola enlists Hollywood talent for Christmas shorts

    Films starring Octavia Spencer and Colm Meaney elevate branded content as the beverage giant extends its Santa-heavy holiday campaign.

    By • Dec. 11, 2023
  • Pizza Hut launches “Reverse Delivery” doormat to award pizza to delivery drivers.
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    Courtesy of Pizza Hut
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    Pizza Hut celebrates delivery drivers with QR code doormat and free pizza

    Delivery drivers who see the Reverse Delivery doormat displayed on a doorstep can scan the QR code to receive a courtesy pizza.

    By • Dec. 11, 2023
  • Example gameplay of the Twitch Recap Game
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    Courtesy of Twitch
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    Twitch launches annual recap with new game, marketing push

    The Amazon-owned platform’s end-of-year community recap is being bolstered by a side-scroller game and custom creative on social media.

    By • Dec. 11, 2023
  • Three people sitting on a couch watching a soccer game on TV.
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    EvgeniyShkolenko via Getty Images
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    Thanksgiving, Black Friday football broadcasts were a marketing win: Here’s what the numbers say

    Retail ads during Amazon’s first NFL Black Friday game were 35% more likely to drive engagement compared to category primetime averages, EDO found.

    By • Dec. 8, 2023
  • A person stands in front of a camera recording themselves
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    Phynart Studio via Getty Images
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    Advertisers will ramp up spend on creators in 2024, IAB forecasts

    Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe.

    By • Dec. 7, 2023