Brand Strategy: Page 40
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How McDonald’s and Burger King diverge on value-driven messaging
Price-conscious consumers are forcing the QSR giants down different paths around how to advertise value and invest in their marketing.
By Chris Kelly • May 1, 2024 -
Courtesy of Roblox
Why video is key to Roblox’s evolving advertising strategy
The wide rollout of immersive video ads is accompanied by measurement partnerships that underpin the platform’s growing advertising ambitions.
By Chris Kelly • May 1, 2024 -
Explore the Trendline➔
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TrendlineTop 5 stories from Marketing Dive
From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.
By Marketing Dive staff -
Courtesy of The Coca-Cola Company
Fanta reimagines nostalgic ‘Wanta Fanta’ platform to reach Gen Z
Created with WPP Open X and led by Majority, the campaign encourages younger consumers to indulge in what they want amid the daily hustle.
By Jessica Hammers • April 30, 2024 -
Courtesy of Microsoft
Estée Lauder boosts generative AI ambitions with expanded Microsoft deal
The deal follows a similar partnership with Coca-Cola and arrives as the tech giant makes its Copilot AI companion available to all advertisers.
By Chris Kelly • April 29, 2024 -
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Sponsored by GSTVBeyond the living room: Why video on-the-go is linear TV’s perfect partner
Unlocking on-the-go potential: redefining TV advertising.
April 29, 2024 -
Courtesy of Corona
Corona Premier names director of lifestyle for new fitness-focused push
Matt James, a former NCAA football player known for appearing on “The Bachelor,” will help promote The Premier Club, a traveling activation.
By Sara Karlovitch • April 26, 2024 -
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Influencers sway consumers but authenticity loses some clout, study says
Attitudes toward AI creators are mixed, and only 35% of Gen Zers say authenticity is what they care most about from influencers.
By Aaron Baar • April 25, 2024 -
Courtesy of Coca-Cola
Coke creates AI-powered instrument that only plays ‘uplifting sounds’
Consumers in the U.S. and Europe can access Coke SoundZ as a digital app that turns noises associated with the beverage into melodies.
By Chris Kelly • April 24, 2024 -
TennesseePhotographer via Getty Images
Firehouse Subs deepens agency bench to ignite ‘creative firepower’
The sandwich chain is stepping beyond a single-agency model for the first time since its founding as parent RBI eyes a global expansion.
By Peter Adams • April 23, 2024 -
Courtesy of Hellmann's
Hellmann’s launches SOS mission to save mayo from extinction
“Save Our Sandwiches” advocates for regenerative farming practices and includes a microsite for consumers to “adopt” a mayo-filled sandwich.
By Jessica Hammers • April 18, 2024 -
Courtesy of The Coca-Cola Company
Why Sprite brought back ‘Obey Your Thirst’ to reach Gen Z
The Coca-Cola brand dropped a new spot that features its iconic slogan and Sha’Carri Richardson, its first woman athlete partner.
By Chris Kelly • Updated May 8, 2024 -
Courtesy of The Kraft Heinz Company
Kraft Heinz rebrands Mio liquid concentrate to meet Gen Z wellness trends
The CPG giant teamed with branding agency BrandOpus on its latest social media-friendly packaging makeover.
By Peter Adams • April 17, 2024 -
Courtesy of JCPenney
Q&AWhy JCPenney’s loyalty program is the next step in its $1B turnaround plan
Chief Customer Officer Katie Mullen explained how the retailer’s revamped program will deliver value to consumers and boost first-party data reserves.
By Chris Kelly • April 17, 2024 -
Courtesy of Diageo
Smirnoff Ice unveils summer ‘surpr-ices’ for music festival season
A new campaign that aims to connect the brand to this season’s music festivities features comedian Trevor Noah and actor Travis Bennett.
By Sara Karlovitch • April 15, 2024 -
Permission granted by Manischewitz
Q&AMeet the agency behind some of CPG’s splashiest brand refreshes
From M&M’s to Manischewitz, JKR has had a hand in high-profile overhauls that try to balance reverence for legacy with modernity.
By Peter Adams • April 15, 2024 -
Courtesy of The J.M. Smucker Company
J.M. Smucker’s CMO on what she’s learned about refreshing ‘dusty’ brands
After handling the CPG giant's business at Publicis, Gail Hollander now leads the marketer's in-house efforts to modernize brands for new audiences.
By Chris Kelly • April 15, 2024 -
Courtesy of The Coca-Cola Company
Powerade empowers athletes who ‘take a pause’ for global campaign timed to Olympics
The effort is rooted in an emotional spot featuring gymnast Simone Biles and will span TV, social media, on-site experiential activations and more.
By Jessica Hammers • April 12, 2024 -
Courtesy of CeraVe
Why CeraVe is using its Super Bowl playbook for a fake rom-com trailer
The L’Oréal skincare brand is playing off genre tropes and double entendres in its influencer-backed "The One Under the Sun" campaign.
By Chris Kelly • April 12, 2024 -
Courtesy of L’Oréal Paris
L’Oréal Paris celebrates setbacks with celebrity resumes on LinkedIn
Eva Longoria, Helen Mirren, Jane Fonda and others created “Worth It Resumes” that highlight both their setbacks and greatest achievements.
By Chris Kelly • April 11, 2024 -
Permission granted by Wow Bao
Wow Bao links restaurant rewards to Roblox in platform-first integration
Metaverse hype may have dissipated, but brands remain interested in leveraging games like Roblox to connect with Gen Z and Gen Alpha.
By Peter Adams • April 11, 2024 -
Courtesy of PepsiCo
Quaker illustrates the power of mornings with interactive photo series
“100 Reasons to Rise” portrays how mornings can unite people, with the stories of 100 “humble heroes” detailed via an interactive digital experience.
By Jessica Hammers • April 11, 2024 -
Courtesy of Hennessy
Hennessy refreshes brand with a focus on versatility
Accompanying a fresh visual identity is “Made for More,” a campaign by Wieden+Kennedy Amsterdam featuring actors Teyana Taylor and Damson Idris.
By Sara Karlovitch • April 11, 2024 -
Courtesy of Puma
Puma rallies around sport performance for largest marketing investment yet
The global campaign spearheaded by Matte Projects also marks the first time the sportswear brand has run a unified message across its portfolio.
By Peter Adams • April 10, 2024 -
Courtesy of Mars, Incorporated
Pedigree adopts AI to give ‘glow ups’ to shelter dog ads
Adoptable combines proprietary artificial intelligence with the brand’s global media reach to create more engaging ads that aim to shorten adoption times.
By Chris Kelly • April 10, 2024 -
Courtesy of Dove
Dove pledges to not use AI models in lieu of real women in its advertising
Indie agency Soko developed the global marketing effort, with Media.Monks handling social, digital out-of-home and other aspects.
By Peter Adams • Updated April 9, 2024
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