Brand Strategy: Page 40

  • Issa Rae in a cafe as part of a Tazo campaign
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    Courtesy of Tazo
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    Tazo taps Issa Rae to celebrate independent cafes

    Participating cafes will receive financial and marketing support from the Unilever-owned tea brand.

    By • Sept. 28, 2023
  • Bottles of Samuel Adams beer are displayed on a shelf at grocery store.
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    Justin Sullivan via Getty Images
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    Samuel Adams brews up scares for return of OctoberFest

    As part of “Beer Fest, Fear Fest,” consumers are tasked with holding a full glass of beer through a series of jump scares.

    By • Sept. 28, 2023
  • Artificial intelligence helping businessman make strategy and forecast. Explore the Trendline➔
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    zhuweiyi49 via Getty Images
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    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
  • An ad for The Ritz-Carlton juxtaposes a flower bud with a blossoming flower.
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    Permission granted by Marriott International Inc.
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    Ritz-Carlton artfully depicts guests’ self-enrichment journeys in brand refresh

    Developed with longtime agency partner Team One, “Leave Better” pushes against hotel ad tropes and follows the chain’s wide-ranging digital overhaul.

    By • Sept. 27, 2023
  • Blue Moon's new packaging with a bottle of Blue Moon off to one side.
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    Courtesy of Molson Coors
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    Blue Moon’s brand update boosts the craft beer’s mass appeal positioning

    New packaging designed to better unify the line of beers will arrive in February and be featured in an expanded “Made Brighter” marketing campaign.

    By • Sept. 27, 2023
  • A businessperson holding their smartphone receives an email notification
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    iStock/Getty Images Plus via Getty Images
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    57% of enterprise marketers use AI in email campaigns, survey says

    The number is twice what it was a year ago, with content personalization and retargeting the most popular use cases.

    By Aaron Baar • Sept. 27, 2023
  • A black and white photo of Snoop Dogg sits atop a chrome motorcycle with a Grubhub container on the back.
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    Courtesy of Grubhub
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    Grubhub expands Snoop Dogg-starring effort on tail of international success

    Extending to the U.S., “Did Somebody Say” generated 4 million views in the first three days of its U.K. premiere.

    By • Sept. 26, 2023
  • Fruit of the Loom's fruit mascots sit around a conference table with the brand's "chief TikTokker"
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    Courtesy of Fruit of the Loom
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    Fruit of the Loom’s fruit mascots return to refresh brand’s TikTok strategy

    The 172-year-old brand wants to develop a more meaningful connection with Gen Z, which came of age during the characters’ TV heyday.

    By • Sept. 26, 2023
  • Super Bowl LVIII at Allegiant Stadium
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    Retrieved from Ticketmaster on September 25, 2023
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    Paramount, CBS launch sports creator studio ahead of Super Bowl LVIII

    The CBS Sports Creator Studio connects brands with sports influencers and creators for a range of content strategies.

    By Aaron Baar • Sept. 25, 2023
  • Hot Wheel Mattel
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    Retrieved from Hot Wheel on September 25, 2023
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    Mattel’s Hot Wheels ignites ‘challenger spirit’ with cinematic ad

    A communications platform crafted with BBH USA markets the toy brand as more than fun and as a catalyst to help kids build resiliency.

    By • Sept. 25, 2023
  • Two Meta avatars posing for the DressX x Diesel collection.
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    Courtesy of DressX, Diesel
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    Diesel partners with DressX on collection for Meta Avatars

    Digital wearables of sneakers, denim jackets, jeans and more are available through Instagram, Facebook, Messenger and Quest VR online stores.

    By Xanayra Marin-Lopez • Sept. 21, 2023
  • Adidas Originals campaign art
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    Courtesy of Adidas
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    Adidas puts fresh foot forward with global campaign honoring Trefoil icon

    A new advertising effort and overhaul of the Trefoil’s visual scheme are meant to herald a “new era” for the embattled sportswear brand.

    By • Sept. 21, 2023
  • A Halloween themed Bacardi bottle on a table with Halloween decorations and bats.
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    Courtesy of Bacardi
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    Bacardí mixes up scares in new Halloween campaign

    New spots nod to classic horror films such as “Poltergeist” and “The Shining” as part of a campaign that includes Spotify and Snapchat elements.

    By • Sept. 21, 2023
  • "Corn Kid" Tariq wears a costume in a Green Giant ad
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    Courtesy of Green Giant
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    Green Giant taps Corn Kid’s enthusiasm for first national campaign in 7 years

    Developed with agency GYK Antler, the B&G Foods label’s latest effort doubles down on its work with the viral internet sensation.

    By • Sept. 20, 2023
  • NYX turns Gen Z stars into Universal Monsters for Halloween campaign
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    Courtesy of NYX Professional Makeup
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    NYX turns Gen Z stars into Universal Monsters for Halloween campaign

    The “Mon-Star Bash” brings together influencers, an original song and Roblox as the makeup brand looks to engage with digitally native consumers. 

    By • Sept. 19, 2023
  • An illustration of the Captain Morgan character standing on a QR code
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    Retrieved from Captain Morgan on September 19, 2023
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    Captain Morgan leads NFL fans on season-long scavenger hunt

    The star-studded “Follow the Captain” effort has fans searching for QR codes in its advertisements over the course of the football season.

    By • Sept. 19, 2023
  • Megan Thee Stallion appears in front of the fictitious Flamin' Hot University
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    Courtesy of Frito-Lay
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    Frito-Lay enrolls Megan Thee Stallion at Flamin’ Hot University

    A campaign around a fictitious university — “FU” for short — includes online courses, merch and scholarship funds.

    By • Sept. 19, 2023
  • chamberlain coffee
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    Courtesy of Chamberlain Coffee
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    How Chamberlain Coffee aims for broad appeal while catering to Gen Z

    Already a big deal on social media, the beverage brand wants wider name recognition with consumers outside of its staple Gen Z fanbase.

    By Chris Casey • Sept. 18, 2023
  • A man in a blue uniform and yellow hard hat removes a package from a shelf.
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    Andreas Rentz via Getty Images
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    Ikea streamlines global brand marketing under IPG’s McCann

    The Swedish retailer wants to develop a more consistent voice, with new creative expected in spring 2024.

    By • Sept. 18, 2023
  • Half of the image is a orange background with the other half depicting a person on bike, sipping a coffee.
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    Courtesy of Peet's Coffee
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    Peet’s Coffee brews large integrated campaign with Mischief

    By teaming up with the agency, the brand has an opportunity to carve out a niche among coffee drinkers amid marketing efforts from its competitors.

    By • Sept. 18, 2023
  • A clip from an animated Airbnb ad showing three people showing up for a hotel pool day to see a slew of kids running around during what is meant to be their vacation.
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    Retrieved from YouTube on September 13, 2023
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    Airbnb’s marketing touts short-term rental benefits amid tighter local restrictions

    As New York City tightens the belt on short-term rentals, the disruptor company’s global ad campaign touts its benefits over conventional hotels.

    By Aaron Baar • Sept. 18, 2023
  • A person wearing sunglasses pushes a baby in a store cart.
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    Daphne Howland/Marketing Dive
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    Walmart Connect bows Sponsored Video ads to drive holiday inspiration

    The format is aimed at driving awareness, consideration and conversions as customers ramp up gift searches for the season.

    By • Sept. 15, 2023
  • Two people hold Samsung Galaxy Tab S9 Series as part of a dating show parody in a new ad
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    Courtesy of Samsung
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    Column

    Campaign Trail: Samsung unleashes interns on a tablet in metatextual ad

    Instead of the usual spec-focused spot, BBH USA parodied the creative process to promote the ​​Galaxy Tab S9 Series.

    By • Sept. 15, 2023
  • American Eagle's OOH billboard on New York’s High Line displaying a variety of its jeans.
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    Courtesy of American Eagle
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    American Eagle bets on QR codes for OMJeans NYC takeover

    A two-day pop-up event builds on the retailer’s back-to-school campaign aimed at connecting more authentically with Gen Z.

    By • Sept. 14, 2023
  • Lysol debuts 'Air-aoke' experience to showcase sanitizer power
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    Courtesy of Lysol
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    Lysol debuts Air-aoke pop-up to showcase new sanitizer’s power

    Music Midtown attendees can sign up for the pop-up via QR code, with artistic depictions of viruses and bacteria appearing on LED screens as they sing.

    By • Sept. 14, 2023
  • Header image for "IT Spending and 2023 Budgets Under Close Scrutiny"
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    Getty Images via Getty Images
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    ‘Consolidation or evaporation’: Marketers get decisive about retail media spending

    At the IAB’s first Connected Commerce Summit, speakers expressed concerns that the current way of doing business is “untenable.”

    By • Sept. 14, 2023