Brand Strategy: Page 54

  • A package of peanut butter M&M's features the brand's three female mascots flipped upside down.
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    Permission granted by Mars, Incorporated
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    M&M’s unites female spokescandies to celebrate women bucking convention

    Special packaging is meant to better familiarize consumers with Purple, a new mascot that will also appear in the brand’s Super Bowl commercial.

    By • Jan. 5, 2023
  • Three Bored Ape characters wear custom Timex watches
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    Courtesy of Timex Group
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    Timex enters Web3 with Bored Ape NFT collaboration

    Looking to span digital and physical channels, the timepiece brand has teamed with a leading NFT community, despite waning interest in the technology.

    By • Updated Jan. 5, 2023
  • A person pulls items out of one paper shopping bag with handles that is on a table next to four similar bags. Explore the Trendline➔
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    FreshSplash via Getty Images
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    Trendline

    Retail Marketing

    Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

    By Marketing Dive staff
  • H&M Loooptopia Experience on Roblox
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    Courtesy of H&M
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    H&M centers on sustainability for Roblox activation

    The Loooptopia experience allows users to create and recycle custom digital garments and unlock special rewards.

    By • Jan. 5, 2023
  • Martha Stewart holds a bottle of Tito's vodka with a special cleaning attachment
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    Courtesy of Tito's Handmade Vodka
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    Martha Stewart uses Tito’s vodka around the house for ‘DIY January’

    In a nod to Dry January, the home chef icon showcases the breadth of possibilities for vodka beyond drinking it, like cleaning shoes or watering plants.

    By • Jan. 4, 2023
  • A bottle of Nature Made vitamins with text reading "Cheers to happy, healthy starts" as part of Nature Made's "The Start of Something Great" campaign.
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    Courtesy of Nature Made
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    Nature Made rejects age-old wellness ploys for New Year’s push

    The vitamin brand opts for positive messaging following research that indicates “scare-based” wellness advertising doesn’t connect with consumers. 

    By • Jan. 4, 2023
  • SNL actor Kenan Thompson is flanked by elementary school students against a blue backdrop to promote Old Navy's news "Lil Interns" series.
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    Permission granted by Old Navy
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    Kenan Thompson interns for Old Navy in video series invoking ‘Kindergarten Cop’

    The long-tenured “SNL” veteran is out of place among pint-sized peers in a six-part effort that focuses on entertainment value over branding.

    By • Jan. 3, 2023
  • Gordon Ramsay in chef's attire sitting behind a box of Triscuit crackers.
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    Permission granted by Triscuit
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    Triscuit embraces its unapologetic side with Gordon Ramsay

    The Mondelez brand shared exclusive details on a repositioning campaign rolling out next year that leans on the chef’s “crunchy but wholesome” persona.

    By • Dec. 22, 2022
  • Pete Davidson for Taco Bell
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    Courtesy of Taco Bell
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    8 times celebrities showed they still have marketing star power in 2022

    Amid the rise of nano influencers, a number of brands still opted for A-listers — especially if they happened to be Lil Nas X or Pete Davidson.

    By • Dec. 20, 2022
  • TxC at a DJ stand wearing red jackets.
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    Courtesy of Anheuser-Busch InBev
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    Budweiser helps Argentina celebrate win with World Cup packs

    The brewer promises limited-edition fan packs, merchandise giveaways, music concerts and more as it wraps up its largest campaign to date.

    By • Dec. 20, 2022
  • A collection of makeup products displayed on Roblox.
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    Courtesy of NYX Professional Makeup
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    NYX launches new makeup collection on Roblox

    The beauty brand set up shop in iHeartLand, allowing consumers to interact virtually with its latest shades and products. 

    By • Dec. 19, 2022
  • An illustration of a group of people in football gear watching multiple floating tv ads.
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    Illustration: Madeline McMahon for Industry Dive

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    Tracker

    Ad blitz: Tracking every marketing play for Super Bowl LVII

    The details on every big game spot, from Tubi's interface takeover to The Farmer's Dog's emotional storyline.

    By Marketing Dive staff • Updated Feb. 13, 2023
  • Corporate Meeting
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    Portra via Getty Images
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    Sponsored by Google

    How to build a successful measurement plan for 2023

    To help prepare for 2023, we compiled a list of the measurement strategies leading marketers are using to deliver on their business objectives and navigate changes to the marketing and ad tech ecosystem.

    By Karen Stocks & Ted Buell • Dec. 19, 2022
  • Protesters, including one with a #BoycottQatar banner, gather in front of an Adidas store to protest against the 2022 FIFA World Cup.
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    Sean Gallup/Getty Images via Getty Images
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    What this year’s World Cup says about marketing amid political strife

    The FIFA World Cup proved challenging for sponsors this year as the event was surrounded by controversy.

    By • Dec. 16, 2022
  • Vans 10-foot "Vans vans" replicas of its Sk8-Hi MTE-3 shoes.
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    Courtesy of Vans
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    Vans creates traveling 10-foot replicas of its shoes

    The two “Vans vans” drove in tandem through New York and gathered over 1 million video views on Instagram.

    By Aaron Baar • Dec. 16, 2022
  • A youthful and fun Caucasian couple in their 50's enjoy the recreational sport of Pickleball on a warm day in the Pacific Northwest.
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    RyanJLane via Getty Images
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    Major League Pickleball names Margaritaville title sponsor, capping off banner year

    Billing itself as a “driving force” for the popular paddle sport, the hospitality marketer will develop fan activations and entertainment for MLP.

    By • Dec. 16, 2022
  • An image taken from Logitech's BeReal account promoting its electronics.
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    Courtesy of Logitech
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    Why Logitech added BeReal to its holiday marketing plans

    Surprise deals and offers arrive on the growing social media app during what the brand’s vice president of global marketing calls a “transformational period.”

    By • Dec. 15, 2022
  • A person waves a large rainbow flag in a small crowd.
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    jacoblund via Getty Images
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    Skyy Vodka finances nuptials to celebrate same-sex marriage bill

    An Instagram sweepstakes will see the spirits marketer fund 100 weddings in a show of support for marriage equality.

    By • Dec. 15, 2022
  • The Hosts of Celebrity Yard Sale
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    Courtesy of Hyundai
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    Hyundai sponsors live celebrity game show on Twitch

    The star-studded “Celebrity Yard Sale” program invites audience participation, with a grand prize of a Hyundai Tucson Limited.

    By • Dec. 15, 2022
  • A turned over blue bag of Doritos and several dishes prepared with the chips sit under multi-colored neon branding reading, "Doritos After Dark."
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    Retrieved from Frito-Lay North America on December 14, 2022
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    Doritos opens ghost kitchen catering to late-night cravings

    Doritos After the Dark runs through the winter solstice and features globally inspired dishes, like a sandwich based on a banh mi.

    By • Dec. 14, 2022
  • Crack The Claw against a white marble backdrop.
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    Courtesy of White Claw
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    White Claw partners with Netflix for murder mystery game

    Inspired by the upcoming “Glass Onion: A Knives Out Mystery,” the game will be given away to the first 100 consumers who solve seven riddles.

    By • Dec. 14, 2022
  • A hero image promoting Coca-Cola's new campaign "Recycled Records" in collaboration with Mark Ronson and Madlib
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    Courtesy of The Coca-Cola Company
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    Coca-Cola promotes sustainability advances with ‘Recycled Records’

    The campaign includes a tie-up with Mark Ronson and Madlib and comes as Sprite, Fresca and Seagram’s switch from green to clear plastic bottles.

    By • Dec. 14, 2022
  • A screenshot of a metaverse scene with characters in front of a sign that says "Meta Mega Deal" for Coca-Cola, pretzels and other items.
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    Permission granted by Edelman
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    Albertsons turns to the metaverse

    On Cyber Monday, the grocery company started selling bundles of private label pretzels, peanut butter cups and a pack of Coca-Cola in its pilot experience on virtual platform Decentraland.

    By Catherine Douglas Moran • Dec. 13, 2022
  • Casey's
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    Retrieved from Casey's press release.
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    Casey’s to enter the retail media game in early 2023

    The Ankeny, Iowa-based company follows 7-Eleven as the next major c-store chain to launch its own retail media network.

    By Brett Dworski • Dec. 13, 2022
  • An image depicting Downy Unstoppables "I'm Not Doing It Yet" ad spot.
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    Courtesy of Downy Unstoppables
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    Downy Unstopables recruits masked celebrity for build up to Super Bowl

    The P&G brand is teasing what’s to come for its game day commercial through a series of ad spots and social media activations.

    By • Dec. 13, 2022
  • Image reading "Starbucks Odyssey" to announce Starbucks' new NFT-tied rewards program expansion.
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    Retrieved from Starbucks on December 09, 2022
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    Starbucks ties NFTs to loyalty program in beta launch

    Starbucks Odyssey allows users to complete interactive challenges in exchange for NFTs and rewards points that unlock exclusive experiences.

    By • Dec. 12, 2022