Brand Strategy: Page 4
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Courtesy of Axe
Axe’s latest swing: When TikTok absurdism meets brand design
To engage its Gen Z and Gen Alpha consumers, the Unilever brand went beyond social listening for a more collaborative process with a creator.
By Chris Kelly • Oct. 10, 2025 -
Shutterstock for Advertising Week New York
E.l.f., MAC on driving growth through inclusivity — and tips for others
Getting inclusivity right does not require initiatives like a DEI team, but rather full organizational buy-in, marketers said during an Advertising Week panel.
By Jessica Hammers • Oct. 9, 2025 -
Explore the Trendline➔
Spencer Platt via Getty Images
TrendlineMultichannel Optimization
There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.
By Marketing Dive staff -
Permission granted by Shutterstock for Advertising Week New York
How Keurig Dr. Pepper embraces flywheel marketing to drive performance
During an Advertising Week panel, CMO Drew Panayiotou explained how marketers can measure success when accuracy is not completely possible.
By Chris Kelly • Oct. 9, 2025 -
Permission granted by Shutterstock for Advertising Week New York
In-housing or outsourcing? PepsiCo, VaynerMedia turn to ‘co-sourcing’
PepsiCo has tripled content production and seen sales growth for brands like Mug since integrating the agency closer to its internal teams.
By Peter Adams • Oct. 8, 2025 -
Shutterstock for Advertising Week New York
How brand expectations for creator AORs are evolving as investment grows
Executives from Unilever, Gap and Marriott are increasingly focusing on agency partners who can deliver on performance and high-level strategy.
By Jessica Hammers • Oct. 8, 2025 -
Courtesy of Domino's
Inside Domino’s first refresh in a decade — including its ‘cravemark’
With younger consumers in mind, agency WorkInProgress helped the pizza chain craft a new look and sound, including an audio-visual expression.
By Chris Kelly • Oct. 8, 2025 -
Permission granted by Shutterstock for Advertising Week New York
How Molson Coors, PepsiCo operationalize rapid, relevant culture plays
Brands must be aligned with agency partners and remove barriers to execution, executives explained at Advertising Week.
By Chris Kelly • Oct. 7, 2025 -
Credit: Shutterstock for Advertising Week New York
Why brands should stand firm on their values despite the fear of backlash
Executives discussed the importance of brand values in growing loyalty and the future of inclusive strategies during Advertising Week New York.
By Jessica Hammers • Oct. 7, 2025 -
Permission granted by Shutterstock for Advertising Week New York
Kraft Heinz CMO on being culturally nimble without losing brand equity
At Advertising Week, Todd Kaplan said marketers should think of brand building like pointillism and not rush to jump on every viral opportunity.
By Peter Adams • Oct. 7, 2025 -
Courtesy of CeraVe
Inside CeraVe’s social-first partnership with the NBA
The L’Oréal-owned brand will promote the alliance, which includes experiential and digital activations, with a social-based teaser phase.
By Chris Kelly • Oct. 6, 2025 -
Courtesy of Starbucks
Starbucks ties in-store experiences, rewards to new Taylor Swift album
The chain has outfitted a Nashville store with a pop-up vinyl shop, photo booth and more, and claims it is throwing “the largest global listening party.”
By Peter Adams • Oct. 3, 2025 -
Joe Raedle via Getty Images
Cracker Barrel sacks brand consultancy, shuffles leadership
The chain fired the firm that advised it on its recent logo and restaurant refresh after significant consumer pushback led to a strategy reversal.
By Julie Littman • Oct. 3, 2025 -
Courtesy of Dr. Squatch
ColumnCampaign Trail: Dr. Squatch makes masculinity fun again in ‘Manlandia’
The Unilever-owned men’s grooming brand tapped hunky “Reacher” star Alan Ritchson to address male malaise.
By Chris Kelly • Oct. 3, 2025 -
Courtesy of Heaven Hill Brands
Lunazul Tequila expands NBA presence with team tie-ups, Shaq podcast
Parent Heaven Hill recently partnered with two new agencies, one of several moves to bolster brands like Lunazul, Evan Williams Bourbon and more.
By Sara Karlovitch • Oct. 3, 2025 -
Courtesy of Jack in the Box
Jack in the Box launches AI-powered in-app game to deliver value
DealQuest: Revenge of the Munchies offers bigger rewards the deeper players get into the game, potentially attracting cash-crunched consumers.
By Aaron Baar • Oct. 2, 2025 -
Courtesy of General Mills
General Mills doubles down on snackable content with sketch series
“The Snacktime Sketch Show,” which parodies everything from “Love Island” to rogue artificial intelligence, promotes the “unsung heroes” of the snack aisle.
By Peter Adams • Oct. 2, 2025 -
Courtesy of Oura
How Oura keys into self-expression to reach Gen Z, millennials
The brand is betting on channels where return on investment is strongest as it launches a ceramic smart ring in different colors for the first time.
By Chris Kelly • Oct. 2, 2025 -
Retrieved from Qdoba on October 02, 2025
Q&AQdoba’s new CMO on turning the fast-casual chain into a national brand
As it rapidly expands, the chain is relying on an agency roster including Leo, Influential and other Publicis shops, newly appointed CMO Jon Burke explains.
By Chris Kelly • Oct. 2, 2025 -
Getty Images
Top marketing conferences to attend in 2026
The Interactive Advertising Bureau has moved up NewFronts, which it bills as the world’s largest digital content marketplace, to earlier in the spring.
By Jessica Hammers • Updated Oct. 21, 2025 -
Permission granted by Target
Target plots retail, marketing blitz around ‘Stranger Things’ final season
Target is the only retailer running a national campaign developed directly with Netflix and featuring on-screen talent from the show.
By Peter Adams • Oct. 1, 2025 -
Courtesy of Godiva
Godiva taps Leighton Meester for brand reset ahead of 100th anniversary
The Belgian chocolate brand’s global campaign features the “Gossip Girl” star and spans CTV, OOH, billboards, digital, social and influencer elements.
By Chris Kelly • Sept. 30, 2025 -
Scott Olson via Getty Images
DraftKings bets on NBCU’s wide sports reach with multiyear ad deal
The deal grants the betting platform exclusive integrations and digital sponsorships across sports properties including the NFL and NBA.
By Jessica Hammers • Sept. 30, 2025 -
Courtesy of PepsiCo
Doritos dials up ‘80s-style telethon for ‘Stranger Things’ final season
David Hasselhoff, Paula Abdul and ALF are featured on a hotline and in digital spots as the Frito-Lay brand taps into fandom and nostalgia.
By Chris Kelly • Sept. 29, 2025 -
Courtesy of Athletic Brewing
Athletic Brewing makes a play for nonalcoholic beer this football season
To drive visibility, the brand invested seven figures into a media plan that spans CTV, streaming audio, podcasts and targeted digital placements.
By Sara Karlovitch • Sept. 29, 2025 -
Courtesy of Motto by Hilton
Motto by Hilton gives travelers ‘main character energy’ in social series
Inspired by choose-your-own-adventure video games, “Guest Quests” features influencers Hannah Berner, Connor Wood and Kordell Beckham.
By Peter Adams • Sept. 26, 2025
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