Brand Strategy: Page 45

  • Ad Net Zero's logo against a blurred nature background.
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    Courtesy of Ad Net Zero
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    Ad Net Zero sets new guidelines for sustainable media partners

    Supporters of the climate action program will have one year to set public net zero targets and are required to report progress annually.

    By • June 23, 2023
  • Digital image of a person above a floating city with floating Nike shoes.
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    Courtesy of Nike
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    Nike launches virtual gaming experience ‘Airphoria’ in Fortnite

    ​The brand seeks to integrate its products into the virtual world in its latest addition to an ongoing partnership with the popular video game.

    By Tatiana Walk-Morris • June 22, 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
  • Global superstar, Stormzy, photographed holding a can of PepsiCo's Rockstar Energy Drink.
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    Courtesy of PepsiCo
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    Rockstar presses play with immersive Spotify concert series

    The PepsiCo brand’s in-app experience will include performances from musicians like Stormzy alongside five digital worlds that can be explored.

    By Aaron Baar • June 22, 2023
  • Niantic's new Rewarded AR in-game ads product, depicted with an example from CircleK
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    Courtesy of Niantic
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    Circle K pilots new Rewarded AR ads in Pokémon Go

    Developer Niantic is positioning the ad format as a way to deliver relevant offers within a gaming environment to drive brand awareness and loyalty.

    By • June 22, 2023
  • Exterior of an Albertsons store.
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    Ethan Miller via Getty Images
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    Albertsons proposes retail media standards for industry at crossroads

    Adopting a shared framework could allay mounting advertiser frustrations, but is contingent on buy-in from notoriously cagey and competitive retail rivals.

    By • June 22, 2023
  • A man drinks a Bud Light in the brand's new summer campaign
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    Courtesy of Anheuser-Busch
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    Bud Light looks to rebound from controversy with huge summer push

    The brand’s largest media spend to date comes in the wake of backlash over a partnership with a transgender influencer that negatively impacted sales.

    By • June 22, 2023
  • A person pours cocktails behind a brightly colored bar.
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    Courtesy of Malibu
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    Malibu joins remix trend with update of ‘The Piña Colada Song’

    Singer Jax lends a hand in refreshing an iconic warm-weather tune and celebrating the rum's role as a key ingredient in a popular tropical cocktail.

    By • June 22, 2023
  • In this photo illustration, the welcome screen for the OpenAI "ChatGPT" app is displayed on a laptop screen on February 03, 2023 in London, England.
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    Leon Neal via Getty Images
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    Agencies to replace 7.5% of jobs with AI by 2030 — but creatives could be spared

    A Forrester forecast identified a negative correlation between jobs with the highest generative AI influence and their potential to be replaced. 

    By • June 22, 2023
  • A person using their mobile phone to record a video of themselves.
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    Tirachard via Getty Images
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    Unilever taps into #CleanTok craze with global TikTok partnership

    The tie-up will yield collaborations with over 100 content creators to promote Unilever’s home care brands under the hashtag’s massive following.

    By • June 21, 2023
  • Pizza Hut heads underground for "Teenage Mutant Ninja Turtles" movie tie-up
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    Courtesy of Pizza Hut
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    Pizza Hut heads underground for ‘Ninja Turtles’ movie tie-up

    Along with delivering pizzas to subway stations, the chain’s campaign includes an AR game, a co-branded TV spot and in-movie integrations.

    By • June 21, 2023
  • Coin stacks sitting on blue financial graph background.
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    MicroStockHub via Getty Images
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    ANA: 15% of programmatic ad spend is wasted on click-bait websites

    Programmatic campaigns tend to have “incomprehensible” scale, with the ANA stating that marketers could save $13 billion by implementing better practices.

    By • June 20, 2023
  • Patrick Mahomes sits with a bear.
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    Courtesy of Molson Coors
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    Coors Light and Patrick Mahomes promote Bear to dodge NFL rules

    The quarterback stars in a 60-second spot promoting the play on words, while consumers online can purchase a golf club cover resembling the bear. 

    By • June 20, 2023
  • A Chips Ahoy! themed yacht motors through a harbor
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    Courtesy of Chips Ahoy
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    Chips Ahoy! updates marketing recipe to stay relevant with Gen Z

    Placing animated cookie spokesperson Chip on different digital platforms and planning a themed yacht party are two of the ways the brand is staying fresh.

    By Aaron Baar • June 20, 2023
  • Lisa Loeb remade "Stay (I Missed You)" as part of campaign around Old Bay Goldfish
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    Courtesy of Campbell Soup Company
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    Why brands like Wendy’s are remixing old songs into new jingles

    Uber, Pepperidge Farm and others have tapped musicians to recreate their hits with brand-referencing lyrics in a push to engage both millennials and Gen Z.

    By • June 20, 2023
  • Domino's Pinpoint Delivery
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    Courtesy of Domino's Pizza
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    Domino’s delivers anywhere on the map with latest tech innovation

    Pinpoint Delivery leverages Google Maps to evolve the chain's groundbreaking Hotspots feature and will be promoted via an integrated campaign.

    By • June 19, 2023
  • Smirnoff's colorful new ads promote inclusivity as part of its 'We Do We' campaign
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    Permission granted by Smirnoff
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    Smirnoff’s big brand strategy shakeup is all about inclusion

    A global campaign developed with new AOR McCann New York combats a “joy recession” stemming from feelings of isolation and disconnection.

    By • June 16, 2023
  • Pride Month apparel is seen on display at a Target store on June 06, 2023 in Austin, Texas.
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    Brandon Bell/Getty Images via Getty Images
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    LGBTQ+ marketing is in crisis — here’s what the numbers say

    With Target caving to pressure surrounding LGBTQ+ themed merchandise, a Bospar report examines how Americans feel about purpose-driven marketing.

    By • June 16, 2023
  • Bodybuilders shaking Airheads bars
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    Courtesy of Perfetti Van Melle
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    Airheads puts TikTok trend to the test with muscle-fueled Shake Factory

    A viral post claiming that the candy is intended to be shaken into a new shape inspired the brand to team with bodybuilders to streamline the process.

    By Aaron Baar • June 15, 2023
  • A sign is posted in front of a Pinterest office on February 06, 2023 in San Francisco, California.
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    Justin Sullivan / Staff via Getty Images
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    Pinterest doubles down on vertical video for seasonal ad strategy

    A tie-up with Westbrook Media will offer marketers co-branded video content inclusive of popular creators during the Halloween and winter seasons. 

    By • June 15, 2023
  • A group of runners floats in the air as part of a new Hoka campaign from agency Anomaly.
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    Permission granted by Hoka
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    Hoka’s new high-flying ads look to build on $1B sales momentum

    Made with Anomaly, the sportswear shoe brand’s largest global campaign to date plays on a bird-flocking behavior called murmuration.

    By • June 15, 2023
  • On the brown tile floor of an indoor soccer pitch, a white scuffed up gear bag with the word PUMA sits behind a pair of blue and white soccer cleats. One cleat leans against a soccer ball.
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    Courtesy of Puma
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    Puma’s global brand chief to exit amid marketing reorganization

    As part of the restructuring, the athletic brand is moving its marketing organization from Boston to Germany.

    By Nate Delesline III • June 14, 2023
  • A yellow Nike storefront with a mural of runners on the outside.
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    Courtesy of Nike
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    Nike broadens focus to holistic fitness with ‘Well Collective’

    The athletics giant will expand content and programming to cover nutrition, mindfulness and more as it embraces a broader definition of sport.

    By Cara Salpini • June 14, 2023
  • Pepsi
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    Courtesy of Pepsi
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    Pepsi, Burger King reclaim brand value with smart advertising, report finds

    While the tech category remained at the top of Kantar’s latest BrandZ rankings, some of the biggest success stories came from legacy companies.

    By • June 14, 2023
  • A paper rocket ship craft made as part of Crayola's tie-up with TheSoul Publishing, 5-MinuteCrafts
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    Permission granted by TheSoul Publishing
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    Crayola extends content strategy to Pinterest, TikTok following strong YouTube results

    A rapid expansion of the brand’s YouTube presence in partnership with TheSoul Publishing drove strong gains in subscribers, views and watch hours.

    By • June 14, 2023
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    Dimitrios Kambouris via Getty Images
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    How Absolut aims to grow LGBTQ+ allyship among consumers, businesses

    A new global initiative includes an online guide and certification program for bars and restaurants as Pride-themed marketing comes under heavy fire.

    By • June 13, 2023