Brand Strategy: Page 49

  • Illustration of Brian Cox as DirecTV's Overly Direct Spokesperson
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    Courtesy of DirecTV
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    DirecTV succeeds with Brian Cox as ‘Overly Direct Spokesperson’

    The actor channels his acerbic “Succession” character for the brand’s new “Entertainment Without Compromise” strategy platform.

    By • April 7, 2023
  • A group of young people stand in front of multicolored range of fabric.
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    Courtesy of Puma
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    Puma assembles team of young activists to tailor sustainability initiatives

    The “Voices of a Re:Generation” program seeks to boost Puma’s efforts around climate change, a top priority for Gen Z on which many brands miss the mark.

    By • April 7, 2023
  • A data center server room. Explore the Trendline➔
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    sefa ozel via Getty Images
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    Trendline

    AI and Marketing Data

    Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data. 

    By Marketing Dive staff
  • Young smiling person using mobile phone at home while packing a suitcase.
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    SimonSkafar via Getty Images
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    Expedia integrates ChatGPT into mobile travel app

    The conversational trip planning tool offers consumers personalized recommendations and automatically saves hotels discussed during the chat.

    By Aaron Baar • April 6, 2023
  • A blurry photo of Felipe Nunes against an orange background for Vans' new ad campaign.
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    Permission granted by Vans
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    Vans blurs lines of self-expression in new global ad campaign

    Arriving amid a turnaround plan, the effort recognizes how consumer priorities changed during the pandemic and introduces a ‘90s-inspired shoe.  

    By • Updated April 6, 2023
  • An image of Cap'n Crunch's birthday bash poster.
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    Courtesy of PepsiCo
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    Cap’n Crunch sails into Coachella Valley for birthday celebration

    In honor of its 60th anniversary, the cereal is throwing a party that represents the latest unofficial brand tie-up with the popular music festival.

    By • April 6, 2023
  • Popeyes signage
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    Courtesy of Popeyes
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    Popeyes picks McKinney as AOR to tap into brand love

    Creative will key into the brand's New Orleans roots as it tries to recapture the growth it saw after the launch of its category-changing chicken sandwich.

    By • April 6, 2023
  • Three young people hold pickleball equipment
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    Courtesy of Walmart
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    Walmart comps pickleball court reservations as craze takes off

    A program in partnership with Break the Love could drive interest to Walmart+, offering members exclusive perks like first dibs on peak booking times.

    By • April 5, 2023
  • Metaverse city concept
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    Kinwun via Getty Images
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    Deep Dive

    Will metaverse marketing survive the current tech rout?

    Brands remain active despite a lot of doomsaying, though experts agree they must prioritize compliance as platforms like Roblox tighten their policies.

    By • April 5, 2023
  • Diverse avatars gather in front of a giant Absolut Land bottle to promote Absolut's Coachella metaverse experience.
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    Retrieved from Absolut on April 04, 2023
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    Absolut returns to the metaverse for Coachella with focus on friendship

    The vodka brand is reviving Absolut.Land, while also partnering with friend-finding app Hey! Vina to foster in-person connections.

    By • April 5, 2023
  • Alex Propes of Google and Erick Harris of IAB at IAB Public Policy & Legal Summit
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    Permission granted by IAB
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    The $1T question: Can brands navigate a state-led privacy landscape?

    Panelists at the IAB Public Policy & Legal Summit discussed how marketers can comply with a patchwork of state data privacy legislation in the absence of a federal solution.

    By • April 4, 2023
  • Actor Ben Affleck, wearing a blue plaid shirt and dark coat, stands center frame in front of a Dunkin' cash register.
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    Permission granted by Dunkin'
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    Dunkin’ staff mistake Affleck for Damon in second spot starring ‘Air’ director

    Made with the A-listers’ Artists Equity production shop, the ad follows a viral Super Bowl campaign depicting Affleck manning the drive-thru.

    By • April 4, 2023
  • An image pulled from Maybelline New York's campaign and music video, "Ugly Cry, Perfect Liner," staring SNL actor Chloe Fineman.
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    Retrieved from YouTube on April 03, 2023
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    Maybelline taps SNL star for ‘90s-inspired music video

    “Ugly Cry, Perfect Liner” features Chloe Fineman and promotes the new Tattoo Studio Ink Pen Eyeliner’s ability to withstand tears.

    By • April 4, 2023
  • Gigi Hadid holds a bottle of Coke while wearing a colorful sweater.
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    Courtesy of The Coca-Cola Company
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    Coca-Cola partners with Gigi Hadid on food-centric campaign

    “A Recipe for Magic” is based on research showing the value of sharing meals and will feature approximately 750 local influencers.

    By • April 4, 2023
  • ChatGPT on computer screen
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    Leon Neal via Getty Images
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    As generative AI hype hits full steam, consumers carry reservations

    A Dentsu survey found just 34% would be willing to pay a premium for AI-powered products and services, while demands for transparency were high.

    By • April 3, 2023
  • Astronaut Doug Hurley holds a case of beer under his arm in front of an image of Earth.
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    Courtesy of Anheuser-Busch InBev
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    Busch Light argues against space travel for Earth Month push

    The effort includes a social media contest and tie-up with retired astronaut Doug Hurley, who breaks the news that beer can’t be enjoyed in space. 

    By • April 3, 2023
  • Bombay Sapphire AI art robot
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    Courtesy of Bombay Sapphire
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    Bombay Sapphire readies world’s largest AI art event

    "Elvis" helmer Baz Luhrmann serves as the campaign's creative director, which features art created by an AI-powered robot.

    By • April 3, 2023
  • Clinique's Moisture Surge™ 100H Auto-Replenishing Hydrator & New Moisture Surge™ Broad Spectrum SPF 28 Sheer Hydrator
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    Courtesy of Clinique
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    Clinique heads to music festival with immersive hub

    A Hydration House pop-up coincides with Coachella while college ambassadors and mobile shops in major cities round out the Gen Z push.

    By • April 3, 2023
  • Bottles of Corona beer are displayed on the a shelf at a supermarket.
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    Justin Sullivan/Getty Images via Getty Images
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    Constellation Brands teams with Tastemade for content studio

    The multimillion dollar partnership will yield original streaming and social media content, including a travel series that promotes unique wine pairings.

    By • March 31, 2023
  • Dollar bill with graph
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    claffra via Getty Images
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    Is a recession coming? Ad spending trends indicate ‘yes,’ report says

    S&P Global Ratings argues that a shorter buying window for ads could make media spend more of a leading indicator than laggard for the economy. 

    By • March 31, 2023
  • Toyota used its GR Corolla to animate an ad without VFX
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    Courtesy of Toyota
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    Column

    Campaign Trail: How Toyota used its GR Corolla to animate an ad without VFX

    The "Metalmorphosis" campaign uses vehicle-mounted cameras to show off the performance of a car that "isn't your grandma's Corolla."

    By • March 31, 2023
  • A mural by Phoebe Cornog at 740 W Randolph Street in Chicago’s West Loop as part of Tripadvisor and the San Diego Tourism Authority's "The Sunny Side of Things" campaign.
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    Courtesy of Tripadvisor
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    Tripadvisor pairs AR with street murals to promote San Diego

    The platform partnered with the San Diego Tourism Authority for the effort, which is powered by QR codes and also includes animated GIFs.

    By Aaron Baar • March 30, 2023
  • American Eagle x E.l.f. Cosmetics denim-inspired makeup line
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    Courtesy of E.l.f. Cosmetics
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    American Eagle, E.l.f. promote denim-inspired makeup collection on TikTok

    The limited-edition offering is joined by a social media campaign, “From Selfie to Belfie,” that yields an original song, custom TikTok filter and sweepstakes.

    By • March 30, 2023
  • Alex Rodriguez of the New York Yankees tags out Matt Stairs during a game against the Kansas City Royals at Kauffman Stadium in Kansas City, Mo. The Royals won the game 5-3.
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    G. N. Lowrance via Getty Images
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    MLB leans into baseball nostalgia with wide-ranging campaign

    The effort coincides with the start of a new season that could see shorter, more exciting games due to several new rules. 

    By • March 30, 2023
  • Shake Shack and Super Mario Bros Movie collaboration logo
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    Courtesy of Shake Shack
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    Shake Shack powers up ‘Super Mario Bros.’ activation

    In advance of the new movie about the Nintendo icons, the chain will offer special menu items at its DUMBO location while promoting its mobile app.

    By • March 30, 2023
  • Women's Sports Network and Michelob ULTRA partner
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    Courtesy of Women's Sports Network
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    Michelob Ultra is first sponsor of network dedicated to women’s sports

    The yearlong pact gives the brand access to Women’s Sports Network’s studio and will place it front-and-center on a daily “Game On” program.

    By • March 29, 2023