Brand Strategy: Page 53

  • Empty boardroom meeting space in office
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    jamenpercy via Getty Images
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    Agency in-housing debate resurfaces, with fresh shades of nuance

    Top marketers touting savings from the strategy could inspire fast followers, but third-party agencies are also doing a better job at pitching their differentiation.

    By • Feb. 27, 2023
  • Chipotle fajita TikTok
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    Courtesy of Chipotle Mexican Grill
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    Chipotle embraces viral TikTok trend with new menu item

    The addition of the viral “hack” to its digital-only menu demonstrates the power of the brand-consumer dialogue on the platform.

    By • Feb. 27, 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
  • Padma’s Kind Kitchen, a speakeasy-style pop-up restaurant in NYC created in partnership with "Top Chef" host Padma Lakshmi.
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    Courtesy of Kind Snacks
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    Why Kind keeps it simple in latest wellness-focused marketing play

    “I See Almonds” represents not only the brand’s first commercial in over a year, but also the first under Global CMO Kelly Solomon.

    By • Feb. 27, 2023
  • A storefront for lingerie brand Pink.
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    Daphne Howland/Marketing Dive
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    Victoria’s Secret pilots refreshed loyalty program

    “The VS & Pink Collective” covers both of the company’s brands and has three spending-based tiers that unlock additional benefits.

    By Cara Salpini • Feb. 24, 2023
  • Several cans of Cutwater canned cocktails sit on a counter.
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    Courtesy of Anheuser-Busch
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    Cutwater refreshes brand to accentuate accessibility of canned cocktails

    “Open the Bar” is meant to make premium cocktail culture feel more approachable through three new ad spots and a revamped brand design.

    By • Feb. 24, 2023
  • A person stands in front of a camera recording themselves
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    Phynart Studio via Getty Images
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    81% of consumers embraced influencer marketing in the past year, study finds

    Top performing influencer categories include food and beverage, health and wellness and beauty and personal care, according to Matter Communications.

    By • Feb. 23, 2023
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    Justin Sullivan via Getty Images
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    Coke joins AI hype train in search for next-gen creative capabilities

    The marketer is the first to take advantage of a new alliance between Bain & Company and ChatGPT developer OpenAI.

    By • Feb. 23, 2023
  • Honey is drizzled over a pizza.
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    Courtesy of The Kraft Heinz Company
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    Kraft Heinz goes luxe with immersive hotel integrations

    To promote its premium Heinz 57 brand, the ketchup maker has partnered with upscale hospitality firm Ennismore for in-person and digital experiences. 

    By • Feb. 23, 2023
  • Four influencers wear milk mustaches as part of Silk's Nextmilk campaign
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    Courtesy of Danone North America
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    Silk gives nepo babies milk mustaches to boost plant-based alternative

    Children of David Beckham, John Travolta, Christie Brinkley and Shaquille O'Neal give "Got milk?" and its iconic mustaches a plant-based spin.

    By • Feb. 23, 2023
  • hostess, kazbars
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    Courtesy of Hostess Brands
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    Hostess launches new snack brand to invigorate category, shed staid reputation

    Kazbars, a candy-bar-inspired innovation, has chocolate cake, cream, crunch and a gooeyness from fudge and caramel. It is the latest in a string of major product launches in recent years for the sweets maker.

    By Christopher Doering • Feb. 22, 2023
  • Customers enter a Walmart store in San Leandro, California.
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    Justin Sullivan via Getty Images
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    Walmart ad sales hit $2.7B as execs eye greater scale

    Walmart Connect was up 41% in Q4, supporting healthy holiday performance and serving as a bright spot in light of an uncertain 2023 outlook.

    By • Feb. 22, 2023
  • A photograph of two people at a Shake Shack eating white truffle burgers.
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    Permission granted by Shake Shack
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    Shake Shack serves up fine dining experience with White Truffle Menu

    Ten Shake Shack restaurants are taking reservations for a prix fixe tasting menu that costs $20 per person.

    By Julie Littman • Feb. 22, 2023
  • Microphone, headphones and mixer
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    Ahlers, Marvin. Retrieved from Pixabay.
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    What a podcasting industry slowdown means for advertisers

    Podcasts still represent a viable space for advertisers despite layoffs, budget cuts and fewer acquisitions by major players in the arena.

    By • Feb. 21, 2023
  • A phone screen depicts questions from DraftKing's High Stakes Beer Ad contest.
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    Courtesy of Molson Coors
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    How Molson Coors tackles the cost and clutter of football marketing

    Heavy activity around DraftKings and podcasts like Barstool Sports’ “Pardon My Take” have helped the beer marketer connect with young fans of the sport.

    By • Feb. 21, 2023
  • PATRÓN® Tequila Announces New AI Art Generator to Craft the Margarita of Your Dreams
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    Courtesy of PATRÓN Tequila
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    Patrón Tequila serves AI-generated cocktails for National Margarita Day

    Consumers can share their margarita creation on Instagram or Twitter for the chance to win two tickets to a Becky G concert.

    By • Feb. 21, 2023

  • P&G’s Pritchard says AI, algorithms are improving ad effectiveness

    With more sophisticated in-house teams and the marketer saving millions, Pritchard said agencies will need to “see around corners” more than ever.

    By • Feb. 17, 2023
  • Serena Williams in Rémy Martin's “Inch by Inch” campaign
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    Courtesy of Rémy Martin
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    Deep Dive

    A new era for alcohol advertising gets a slow start

    AB InBev ended its 33-year hold on alcohol advertising for Super Bowl LVII, inviting new entrants like Crown Royal and Rémy Martin to capitalize on the hype.

    By • Feb. 17, 2023
  • This Is Sportscenter spot
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    Retrieved from ESPN on February 16, 2023
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    Column

    Campaign Trail: ESPN revives iconic ‘This Is SportsCenter’ spots

    Creative talent at new agency partner Arts & Letters worked on the campaign during its Wieden+Kennedy days.

    By • Feb. 17, 2023
  • Regina Hall stands with a desk decoy behind the bar as part of a Jameson campaign
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    Courtesy of Pernod Ricard USA
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    Jameson serves cardboard ‘desk decoys’ for St. Patrick’s Day to boost PTO

    Regina Hall stars in a humorous campaign informed by a finding that 61% of Americans feel guilty for taking paid time off.

    By • Feb. 16, 2023
  • 7Up's refreshed packaging.
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    Courtesy of PepsiCo
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    7Up’s international rebrand seeks to uplift consumers

    The overhaul is the first for the brand in seven years and is meant to help the soda compete with Sprite.

    By • Feb. 16, 2023
  • State Farm's Super Bowl LVII social media hashtag challenge image with Jake From State Farm and Khaby Lame.
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    Courtesy of State Farm
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    How social media marketing for Super Bowl LVII performed against traditional ads

    The hashtag #SuperBowlLVII on TikTok collected 225 million views, more than double the game’s TV viewership, according to new findings from Captiv8.

    By • Feb. 15, 2023
  • Fanta Orange campaign
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    Courtesy of Fanta
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    Coke promotes Fanta shakeup with mobile game, Gen Z creators

    A reformulation and visual overhaul for the soda is also supported by murals that disperse an orange scent and multi-sensory experiences.

    By • Feb. 14, 2023
  • High angle shot of two business people shaking hands in an office
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    PeopleImages via Getty Images
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    AOR model declared ‘dead’ as brand needs diversify beyond creative, media

    New business wins at agencies increased 11% in 2022 but the value of that business decreased by 35%, according to a new report by R3.

    By • Feb. 13, 2023
  • Coca-Cola, Move, soda
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    Courtesy of Coca-Cola
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    Coca-Cola debuts ‘transformation-flavored’ soda in its latest limited-time offering

    Move, part of its Creations platform, doesn’t promote a flavor, such as cherry or vanilla, but rather a mood.

    By Christopher Doering • Feb. 13, 2023
  • Maya Rudolph in M&M's Super Bowl ad
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    Retrieved from M&M's on February 13, 2023
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    Deep Dive

    ‘Safe, lazy, boring’: How Super Bowl LVII ads mostly fumbled

    Celebrity fatigue was prevalent in a night overly reliant on famous faces doing goofy humor, while a handful of emotionally driven spots hit the mark.

    By , • Feb. 13, 2023