Brand Strategy: Page 34

  • Image of Vitaminwater's Fortnite island.
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    Courtesy of Coca Cola
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    Vitaminwater sets up shop on Fortnite to promote zero-sugar products

    The Coca-Cola brand’s Fortnite island raises awareness of its zero-sugar products through a virtual fashion contest. 

    By • Sept. 14, 2023
  • A Ford F-150 Lightning electric pickup on the road.
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    Courtesy of Ford Motor Co.
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    Ford hires Toyota veteran as global CMO

    Lisa Materazzo was formerly Toyota's top marketing executive in North America and joins as the automaker navigates the industry's electric “sea change.”

    By • Sept. 13, 2023
  • A person pulls items out of one paper shopping bag with handles that is on a table next to four similar bags. Explore the Trendline➔
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    FreshSplash via Getty Images
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    Trendline

    Retail Marketing

    Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

    By Marketing Dive staff
  • A collage of creators featured in Champion's “Champion What Moves You” campaign
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    Courtesy of Champion Athleticwear
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    Q&A

    How Champion shifted its brand name from a noun to a verb with new campaign

    The brand’s President of Global Activewear Vanessa LeFebvre explained the approach behind the purpose-driven “Champion What Moves You.”

    By • Sept. 13, 2023
  • Rapper Ice Spice appears with her namesake Munchkins Drink in a Dunkin' ad
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    Courtesy of Dunkin'
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    Dunkin’ taps Ben Affleck, Ice Spice to put a name to its new fall drink

    An ad promoting the limited-time Ice Spice Munchkins Drink is the first work since the chain formalized its partnership with Affleck’s Artists Equity.

    By • Sept. 12, 2023
  • Two kids sit in the middle row while their grandfather sits in the back row of a Grand Highlander in an ad for Toyota.
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    Permission granted by Toyota
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    Toyota unifies multicultural, mainstream messaging in multi-agency campaign

    The integrated effort features spots from Conill Advertising, InterTrend Communications, Burrell Communications Group and Saatchi & Saatchi.

    By • Sept. 12, 2023
  • zoa molson coors energy drink
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    Courtesy of Molson Coors
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    Molson Coors boosts its investment in Zoa Energy

    The increased funds will help the brand more than double its investment in marketing in 2024.

    By Chris Casey • Sept. 12, 2023
  • A child stands with a gift Lunchables Grilled Cheesies in a new ad
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    Courtesy of Kraft Heinz
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    Lunchables brings kids’ imaginations to life for Grilled Cheesies debut

    Spots revolve around “kid-fueled daydreams” about what’s happening in the microwave when heating the Kraft Heinz brand’s new frozen product.

    By • Sept. 12, 2023
  • Coca-cola, AI, soda
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    Courtesy of Coca-Cola
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    Coca-Cola launches beverage created with the help of artificial intelligence

    Coca-Cola Y3000 is the latest flavor to launch under a Creations platform designed to highlight its signature soda while drawing in younger consumers.

    By Christopher Doering • Sept. 12, 2023
  • Super NFL Tycoon characters wear Boss' NFL hoodies
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    Courtesy of Boss
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    Boss teams up with popular Roblox game for NFL integration

    The clothing brand is using Super NFL Tycoon to promote its real-life NFL collection as part of a larger push to meet younger consumers where they are.

    By • Sept. 11, 2023
  • Travis Kelce of the Kansas City Chiefs seen blowing a blue whistle as part of a "Sack the Sunday Scaries" audio collection of "calming" tracks made for DirecTV around football season.
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    Courtesy of DirecTV
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    DirecTV extends Travis Kelce tie-up to ‘Sack the Sunday Scaries’

    The Spotify-based campaign extension comes as DirecTV faces flak from the NFL over recent ads the league believes are deceptive.

    By • Sept. 11, 2023
  • A businessperson protects data on their laptop
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    kelvn via Getty Images
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    Marketers’ brand safety tactics may not be enough: Here’s what the numbers say

    While marketers are often concerned about having ads appear next to harmful content, even content considered mild may turn consumers off a brand.

    By • Sept. 8, 2023
  • Two people hold footballs behind a red Smirnoff popup.
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    Courtesy of Diageo
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    Smirnoff flips a coin for free cocktails as NFL season kicks off

    The Diageo brand is running broadcast integrations, digital and social media content and has partnered with FanDuel and Drizly.

    By • Sept. 8, 2023
  • a graphic of a Burger King Whopper
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    Courtesy of Burger King
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    Burger King vies to extend viral Whopper jingle’s shelf life with remix

    The meme-friendly earworm that has boosted sales is getting a dance mix by DJ Steve Aoki as part of the chain’s sponsorship of the MTV VMAs.

    By • Sept. 8, 2023
  • Two animated characters from "Barbie and Barbie On-set"
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    Permission granted by Mattel
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    Mattel strikes YouTube ad sales partnership as child safety concerns rise

    A new deal gives family-friendly media studio Pocket.watch exclusive rights to sell ad inventory for the channels of brands including Barbie and Hot Wheels.

    By • Sept. 7, 2023
  • Candy Crush Soda Saga
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    Courtesy of Candy Crush Soda Saga
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    World Surfing League promotes finals with Candy Crush tournament

    The in-game Soda Surf Cup arrives ahead of the real-world Rip Curl Finals and includes giveaways and a tie-up with popular TikTok creator Kyle Gordon.

    By • Sept. 7, 2023
  • Dallas Cowboys quarterback Dak Prescott stands in the pain aisle in a Lowe's commercial
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    Courtesy of Lowe's
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    Q&A

    How Lowe’s is leveraging its NFL deal to inspire DIYers with new campaign

    Head of marketing Jen Wilson also explained how in-housing its retail media efforts and restructuring its marketing organization have paid off for the brand.

    By • Sept. 7, 2023
  • A woman shows off her underarm tattoos on the subway as part of a Dove campaign
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    Retrieved from Ogilvy on September 06, 2023
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    Dove encourages women to embrace armpit confidence for NYFW

    A Pit Stop activation and #FreethePits social push arrive as the buzzy fashion gathering kicks off under sweltering conditions.

    By • Sept. 6, 2023
  • Three Oscar Mayer Scramblers against a yellow background.
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    Courtesy of Kraft Heinz
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    Oscar Mayer launches ‘Scramble Your Morning’ for new product debut

    The campaign promotes the marketer’s new Scramblers kit through brain-teasing puzzles and activations across social media, TV and out-of-home.

    By • Sept. 6, 2023
  • A person doing a squat while holding weights and following an instructional Peloton video, with the exercise brand's Peloton Bike also in view.
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    Permission granted by Peloton
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    Could Peloton’s brand refresh mark the start of its comeback?

    Vice President of Consumer Marketing Oli Snoddy details how the exercise brand is leveraging real users to broaden its reach and grow its app. 

    By • Sept. 6, 2023
  • Heineken gaming fridge next to gaming computer and controller
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    Permission granted by Heineken
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    Heineken combines PC with beer fridge in overture to hardcore gamers

    A device that simultaneously keeps drinks and gaming hardware cool is meant to recognize the overlooked community of PC modders.

    By • Sept. 5, 2023
  • Bud Light's Backyard Tour schedule
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    Courtesy of Anheuser-Busch InBev
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    Bud Light kicks off college football season with robust campaign

    College campuses are also the focus of an expanded “Decide to Ride” responsible drinking campaign developed by AB InBev, Uber and MADD.

    By • Sept. 5, 2023
  • An image from Tractor Beverage Company's "Escape the Ordinary" campaign
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    Courtesy of Tractor Beverage Company
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    Column

    Campaign Trail: Tractor escapes soda dystopia through hand-drawn animation

    The organic beverage company tapped an agency created for progressive challenger brands and crafted a fully realized world to take on industry giants.

    By • Sept. 1, 2023
  • A person shares a wide smile next to lipstick in a J.C. Penney promotional image.
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    Permission granted by J.C. Penney
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    How JCPenney is pivoting its brand as part of $1B company turnaround plan

    A new brand positioning was developed with agency Yard NYC while creative was handled by in-house teams.

    By • Sept. 1, 2023
  • A side-by-side of two people streaming demonstrating DirecTV's social media takeover with Team Whistle around the college and NFL football seasons.
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    Permission granted by Team Whistle
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    DirecTV Stream plans social media takeover to score football fans

    The streamer teamed with sports media company Team Whistle to share NFL-related segments across Instagram, TikTok, YouTube and Facebook.

    By Aaron Baar • Aug. 31, 2023
  • Coca-Cola Coke Studio QR codes
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    Courtesy of Coca-Cola
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    Coke transforms QR codes into art to drive OOH engagement

    The illustrative AI-powered codes are part of the Coke Studio global music platform, which the marketer has cited as a highlight of its work with WPP.

    By • Aug. 31, 2023