Brand Strategy: Page 4

  • Steve Schirripa and Michael Imperioli in a Sanpellegrino ad
    Image attribution tooltip
    Courtesy of Sanpellegrino
    Image attribution tooltip
    Column

    Campaign Trail: Sanpellegrino taps ‘Sopranos’ stars to say ‘ciao’

    Michael Imperioli and Steve Schirripa go from wise guys to nice guys in a social-first campaign created by Ogilvy New York.

    By • May 30, 2025
  • Pizza Hut Book It app
    Image attribution tooltip
    Courtesy of Pizza Hut
    Image attribution tooltip

    Pizza Hut brings 40-year-old Book It initiative into the mobile age

    The effort follows a previous mobile-focused activation that saw the QSR launch an AI-powered second-screen app timed to March Madness.

    By Aaron Baar • May 29, 2025
  • 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

    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 woman drinks Sprite in music festival attire
    Image attribution tooltip
    Courtesy of Sprite
    Image attribution tooltip

    Sprite targets ads around scorching temps for global summer campaign

    Out-of-home ads will assess factors like location and ambient temperature to serve up messages to consumers most in need of chilled refreshment. 

    By • May 29, 2025
  • Stitch Fix's mobile app
    Image attribution tooltip
    Courtesy of Stitch Fix
    Image attribution tooltip
    Q&A

    How Stitch Fix’s brand platform is helping drive transformation

    CMO Debbie Woloshin speaks about artificial intelligence and staying agile in her first interview since joining the apparel company.

    By • May 29, 2025
  • Sisters using mobile phone in the bedroom at home
    Image attribution tooltip
    FG Trade Latin via Getty Images
    Image attribution tooltip

    Marketing to Gen Alpha: How brands can win over the next generation

    The dynamics between the cohort and their millennial parents signal what’s to come in advertising, according to research from Horizon Media.

    By • May 29, 2025
  • Oliver Widger on Twitch for e.l.f.
    Image attribution tooltip
    Retrieved from Twitch on May 28, 2025
    Image attribution tooltip

    E.l.f. sets sail with viral TikToker Oliver Widger

    The cosmetic brand is working with the social media star, famous for sailing from Oregon to Hawaiʻi with his cat, on a Roblox-based activation.

    By • May 28, 2025
  • A sign advertising a digital ordering app is displayed at a McDonald's.
    Image attribution tooltip
    Justin Sullivan via Getty Images
    Image attribution tooltip
    Deep Dive

    How restaurant chains are updating their marketing menus in tough economy

    Brands including McDonald’s and Starbucks are taking big swings with creative campaigns, evolving loyalty strategies and digital technology investments.

    By • May 28, 2025
  • Tyla in a Coca-Cola ad
    Image attribution tooltip
    Courtesy of Coca-Cola
    Image attribution tooltip

    Coke pushes Gen Z to ditch digital noise and embrace summer fun

    “Enjoy the moment with a Coca-Cola” was created with WPP Open X, led by Ogilvy, with support from VML and Publicis.

    By • May 27, 2025
  • Goodpop Yes Kit via GoPuff
    Image attribution tooltip
    Courtesy of Goodpop
    Image attribution tooltip

    GoodPop wants to empower parents to say ‘yes’ this summer

    A Gopuff partnership encourages parents to embrace spontaneity with the chance to win free, better-for-you alternatives to the usual seasonal treats.

    By • May 27, 2025
  • El Pollo Loco logo and tagline
    Image attribution tooltip
    Courtesy of El Pollo Loco
    Image attribution tooltip

    Why El Pollo Loco’s rebrand invites diners to ‘Get Loco’

    CMO Jill Adams shares how a new tagline serves as a call-to-action and a play to engage with consumers around their passions.

    By • May 22, 2025
  • McCain Foods Farms of the Future imagery
    Image attribution tooltip
    Courtesy of McCain Foods
    Image attribution tooltip

    Why McCain Foods made an AR mobile game to teach regenerative farming

    The company’s first global campaign for its frozen fries was designed to make sustainability more easily digestible, explains CMO Christine Kalvenes.

    By • May 22, 2025
  • A Lenovo out-of-home campaign at Piccadilly Circus in London.
    Image attribution tooltip
    Courtesy of Lenovo
    Image attribution tooltip
    Q&A

    How Lenovo’s CMO balances B2C and B2B marketing in the age of AI

    Emily Ketchen discusses bringing artificial intelligence into the marketing organization and how to stay agile during periods of macro pressure.

    By • May 21, 2025
  • A hotel suite with Uno-themed decor. A game table is featured prominently in the foreground.
    Image attribution tooltip
    Courtesy of Mattel
    Image attribution tooltip

    Uno plays into game night trend with themed social clubs

    Consumers can enter to win a stay at a themed suite in Las Vegas by posting a TikTok video using a new Uno Reverse Card filter.

    By • May 21, 2025
  • A trio of trucks with see-through glass displays hit the streets of Manhattan as part of Urban Outfitters' back-to-school campaign.
    Image attribution tooltip
    Permission granted by Urban Outfitters
    Image attribution tooltip

    Urban Outfitters deepens Gen Z experiential strategy for back to school

    A “UO Hauls” campaign features citywide scavenger hunts, immersive pop-ups and a U-Haul partnership aimed at helping graduates move out.

    By • May 20, 2025
  • Tiffani Thiessen in a Chili's ad
    Image attribution tooltip
    Retrieved from Chili's on May 15, 2025
    Image attribution tooltip
    Q&A

    Chili’s CMO on how ‘culture pops’ supercharge the chain’s sales

    The casual dining chain’s executives have cited marketing as a key factor behind two straight quarters of same-store sales growth of more than 31%.

    By • May 20, 2025
  • Oscar Mayer Wienermobiles
    Image attribution tooltip
    Courtesy of Oscar Mayer
    Image attribution tooltip

    Oscar Mayer’s Wienermobiles plan race ahead of Indy 500

    The Kraft Heinz brand’s iconic vehicles will compete in the Wienie 500, an event that will be streamed online and features a DraftKings integration.

    By Aaron Baar • May 20, 2025
  • Poppi's Fortnite game
    Image attribution tooltip
    Courtesy of Poppi
    Image attribution tooltip

    Inside Poppi’s push into gaming as prebiotic soda marketing bubbles up

    PepsiCo this week finalized a $1.95 billion acquisition of the brand, which has used a “community- and culture-first approach” to marketing.

    By • May 19, 2025
  • Two people hold Sprite + Tea on a golf course in an ad
    Image attribution tooltip
    Retrieved from Sprite on May 15, 2025
    Image attribution tooltip

    How Sprite tapped into a viral TikTok trend for Sprite + Tea launch

    Executives detail the innovation strategy at the Coca-Cola brand, which recently became the No. 3 carbonated soft drink in the U.S.

    By • May 19, 2025
  • WNBA ad graphic
    Image attribution tooltip
    Courtesy of WNBA
    Image attribution tooltip
    Q&A

    How the WNBA is building on a breakthrough season with fans, brands

    As the 2025 season begins, CMO Phil Cook details the insights behind a new campaign and how the league is partnering with brands like Skims.

    By • May 16, 2025
  • Tony Hale plays God in Autodesk's new campaign
    Image attribution tooltip
    Courtesy of Autodesk
    Image attribution tooltip
    Column

    Campaign Trail: Autodesk brings God to Earth to marvel at intelligent designs

    Indie agency Giant Spoon turns actor Tony Hale into a deity to show off everything the software company can help people design.

    By • May 16, 2025
  • Pepsi campaign imagery for its “Grilling Deserves Pepsi: BBQ Crashers" summer 2025 campaign.
    Image attribution tooltip
    Courtesy of PepsiCo
    Image attribution tooltip

    Pepsi crashes barbecues to rid them of Coke in latest stunt

    A new campaign insisting the soft drink goes best with grilled foods is timed to National Barbecue Day and includes a 60-second spot and an Instacart tie-up.

    By • May 15, 2025
  • Ryan Gould and Bobby Voltaggio on stage at WBD's 2025 upfront presentation
    Image attribution tooltip
    Courtesy of WBD
    Image attribution tooltip

    How Warner Bros. Discovery is letting brands tap ‘newstalgia’ for its IP

    Along with bringing back the name HBO Max, WBD laid out new ways for brands to buy ads across its portfolio and integrate with its library of content.

    By • May 14, 2025
  • Megan Thee Stallion eats ramen in an Airbnb campaign
    Image attribution tooltip
    Courtesy of Airbnb
    Image attribution tooltip

    Why Airbnb booked a social-first campaign for its experiences relaunch

    Global Head of Marketing Hiroki Asai explains how the company is replanting the flag around the platform's vision for travel with a new ad and app refresh.

    By • May 13, 2025
  • Mark Marshall descends from the rafters at NBCUniversal's upfronts presentation on May 12, 2025.
    Image attribution tooltip
    Courtesy of NBCUniversal
    Image attribution tooltip

    Inside NBCUniversal’s all-singing, all-dancing pitch to advertisers

    The media conglomerate boasted a portfolio that drives $1.4 trillion of consumer spending every month — and took shots at its upfront competitors.

    By • May 12, 2025
  • Unrivaled basketball game
    Image attribution tooltip
    Permission granted by Unrivaled
    Image attribution tooltip

    How Unrivaled built brand partnerships that are more than logo slaps

    Sponsors including Samsung Galaxy, Under Armour and Wayfair delivered real value during the first year of the women’s 3-on-3 basketball league.

    By • May 12, 2025