Brand Strategy: Page 4
-
Courtesy of CeraVe
ColumnCampaign Trail: CeraVe got weird with Michael Cera to win the Super Bowl
Led by Ogilvy PR North America, the social- and influencer-focused campaign used earned media to amplify the brand’s first big game ad.
By Chris Kelly • Feb. 16, 2024 -
Courtesy of Disney Advertising
State Farm extends ‘magic’ campaign to NBA, WNBA with Disney team-up
ESPN's in-house creative agency helps the insurance brand iterate on its celebrity-focused “The Right Kind of Magic” campaign.
By Chris Kelly • Feb. 16, 2024 -
Explore the Trendline➔
zhuweiyi49 via Getty Images
TrendlineTop 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 -
Courtesy of David Miami
Android says green text bubbles are costing iPhone users love
Comedian Ziwe Fumudoh stars in a video that highlights the stigma of green text bubbles in dating.
By Jessica Deyo • Feb. 15, 2024 -
Courtesy of Google
Google touts Pixel’s AI capabilities for National Women’s Soccer League tie-up
The Pixel will serve as the official mobile phone of the league, and the phone’s AI-powered camera will be used to capture exclusive social content.
By Aaron Baar • Feb. 15, 2024 -
Courtesy of Wendy's
Wendy’s to spend $55M on breakfast ads
CEO Kirk Tanner, who joined the company less than two weeks ago, said the advertising could drive up breakfast sales in the U.S. and Canada by 50%.
By Aneurin Canham-Clyne • Feb. 15, 2024 -
Courtesy of Coach
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 -
Christopher Doering/Marketing Dive
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 -
Permission granted by McCann Worldgroup
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 -
Courtesy of Coca-Cola
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 -
Alina Bitta via Getty Images
OpinionHow 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 -
Derek Abella for Industry Dive
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 -
Courtesy of Dunkin'
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 -
Seth Love via Getty Images
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 -
Courtesy of Tums
Q&AWhy 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 -
Permission granted by The Hershey Company
Sponsored by The Hershey CompanyThe 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 -
Courtesy of Geico
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 -
Kelly Sullivan via Getty Images
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 -
Courtesy of Pizza Hut
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 -
Courtesy of Chiquita
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 -
Permission granted by Claire's
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 -
Courtesy of Wayfair/PRNewswire
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 -
Courtesy of Burger King
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 -
Courtesy of Alo Yoga,Obsess
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 -
Courtesy of Snapchat
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 -
Courtesy of Coca-Cola
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
Previous
