Brand Strategy: Page 4
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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 Chris Kelly • Feb. 15, 2024 -
Molson Coors posts strong Q4, full year results as marketing bets increase
The brewer increased marketing spend by over $50 million during the quarter in a likely attempt to capture market share from struggling competitor Bud Light.
By Sara Karlovitch • Feb. 14, 2024 -
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 -
Ikea defies ‘don’t try this at home’ in debut creative from McCann
An older gamer and adult and child practicing martial arts in the living room animate the Swedish retailer’s first global marketing campaign.
By Peter Adams • Feb. 14, 2024 -
Coke lends Zero Sugar a voice in ads, TikTok filter referencing 2000s pop hit
Custom typography made from images of condensation, bubbles and fizz is also allowing the product to “speak for itself” for the first time.
By Peter Adams • Updated Feb. 15, 2024 -
Opinion
How marketers can win the love of consumers on Valentine’s Day
Successful marketers will prioritize deeper connections, according to Rosie Gentile, executive vice president, practice lead North America, FCB/SIX.
By Rosie Gentile • Feb. 13, 2024 -
By the numbers: Super Bowl LVIII
Analyzing the ups and downs of the big game, including breakdowns by social engagement, popularity and more.
By Sara Karlovitch • Feb. 12, 2024 -
Deep Dive
‘Advertisers tried too hard’: Few Super Bowl LVIII ads win as celeb takeover continues
Brands that forged true connections to culture broke through the clutter of a broadcast heavy with sociopolitical messages from some advertisers.
By Peter Adams , Chris Kelly • Feb. 12, 2024 -
BetMGM banks on X as official live sports betting partner
The partnership comes as online sports betting grows in popularity and as X seeks to rebuild its reputation as an advertising platform.
By Sara Karlovitch • Feb. 12, 2024 -
Q&A
Why DraftKings bet on other brands to build buzz beyond the big game
CMO Stephanie Sherman explains why DraftKings teamed with Tums, DiGiorno and Samuel Adams to engage with a growing sports betting audience.
By Chris Kelly • Feb. 12, 2024 -
Sponsored by The Hershey Company
The story behind our big-game ad campaign and the “big change” to Reese’s
The most watched sporting event of the year gives advertisers an opportunity to reach the most consumers at once. This year, Hershey went all in with its latest Reese’s ad.
By Ryan Riess, Vice President, Brand Strategy and Creative Development, The Hershey Company • Feb. 12, 2024 -
Geico drops mockumentary on rise of Gecko mascot ahead of Super Bowl
The “Legend of the Lizard” video is the culmination of a campaign created by The Martin Agency that brought back the brand’s Caveman mascot.
By Peter Adams • Feb. 9, 2024 -
Meta spotlights how AI investments are paying off for advertisers
Strong ad performance during the holidays convinced Jones Road Beauty to get a line of credit so it could keep investing, CMO Cody Plofker said.
By Chris Kelly • Feb. 9, 2024 -
Pizza Hut delivers ‘Goodbye Pies’ for Valentine’s Day breakups
In the first output from new social AOR Mischief @ No Fixed Address, the chain is offering to send a breakup text or free pizza to a consumer’s future ex.
By Aaron Baar • Feb. 8, 2024 -
Chiquita banana embraces color, positivity with Romero Britto collaboration
The artistic campaign brings bold, eye-catching colors to the brand’s marketing and builds awareness with a robust OOH campaign.
By Sara Karlovitch • Feb. 8, 2024 -
Claire’s assembles ‘Gen Zalpha’ influencer group to guide creativity
Ambassadors range from 7 to 17 years old and come from backgrounds spanning the worlds of music, fashion, cooking and more.
By Peter Adams • Feb. 8, 2024 -
Wayfair introduces Decorify app to Apple Vision Pro
The company is adding new digital tools for customers in the midst of a turnaround.
By Tatiana Walk-Morris • Feb. 8, 2024 -
How Burger King’s AI-generated Whoppers reflect the brand’s heritage
CMO Pat O'Toole explains how the brand leaned into the buzzy tech with a focus on customized orders in an experience created by Media.Monks.
By Chris Kelly • Feb. 8, 2024 -
Alo Yoga debuts immersive shopping app for Apple Vision Pro
“Alo Sanctuary” offers different immersive environments and spatial audio and allows users to shop featured collections of products.
By Xanayra Marin-Lopez • Feb. 7, 2024 -
How Super Bowl advertisers are upping their game on Snapchat
Pringles, Doritos and Dove have extended their big game campaigns via a platform that can increase awareness and intent in consumers.
By Aaron Baar • Feb. 7, 2024 -
Coke keeps innovation rolling with new permanent flavor, TikTok Shop exclusive
Coca-Cola Spiced, the marketer’s first permanent portfolio launch in three years, aligns with renewed consumer interest in flavored colas.
By Peter Adams • Feb. 7, 2024 -
Avocados From Mexico generates guacamole recipes with new AI tool
The GuacAImole generator leverages images uploaded by users to generate unique recipes.
By Sara Karlovitch • Feb. 6, 2024 -
Expedia signs up as Netflix’s first global ad partner
The travel platform will run ads localized for language and culture in various countries and be an alpha measurement partner in the U.K. and Brazil.
By Chris Kelly • Feb. 5, 2024 -
Dunkin’s latest campaign with Ben Affleck could be headed to Super Bowl
In a spot that aired during the Grammys, the brand ambassador ponders a career as a pop star in a nod to his dour appearance at the ceremony last year.
By Chris Kelly • Feb. 5, 2024 -
E.l.f. Cosmetics launches ‘your best e.l.f’ experience on Apple Vision Pro
The shoppable app encourages users to unwind through relaxing activities like guided meditations and includes three environments to explore.
By Jessica Deyo • Feb. 5, 2024 -
NFL kicks off SpongeBob-themed Roblox activation in run-up to big game
The Super Bowl-focused event takes place across multiple spaces on the platform and looks to amplify “IRL moments” for Gen Z and Gen Alpha.
By Sara Karlovitch • Feb. 2, 2024