Brand Strategy: Page 59

  • 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
  • A person holding a phone with "Ai" and a box that says "prompt" above it. Explore the Trendline➔
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    Getty Images
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    Trendline

    Top 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
  • 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
  • Guy Fieri and Sammy Hagar stand behind a bar raising glasses of spirits.
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    Courtesy of Santo Spirits
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    Santo Spirits launches Web3 loyalty program

    Founded by Sammy Hagar and Guy Fieri, the spirits company is rewarding members with an array of digital collectibles ahead of a new product launch.

    By • June 13, 2023
  • A J. Crew virtual store.
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    Courtesy of J. Crew
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    J. Crew opens virtual store

    The beach house experience features six themed rooms for shoppers to browse, and includes a quiz, a scavenger hunt and former catalog images.

    By Tatiana Walk-Morris • June 13, 2023
  • Heinz 15 Minutes of Flavor art featuring Rebecca Black, William Hung and Kyle Craven
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    Courtesy of Heinz
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    Heinz connects with past viral stars for new sauce drops

    To promote limited-time sauces, the brand enlisted internet celebs like Rebecca Black and William Hung for assets across TikTok and Instagram.

    By • June 13, 2023
  • Two people, one dressed as a caveman and the other manning a grill, enjoy Impossible Burgers.
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    Courtesy of Impossible Foods
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    Impossible Foods taps Terry Crews’ agency Super Serious for national campaigns

    The two campaigns mark the debut of Super Serious and see Impossible using humor to adopt a more inclusive and approachable tone.

    By • June 12, 2023
  • 7-Eleven Slurpee rebrand campaign
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    Courtesy of 7-Eleven
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    7-Eleven refreshes Slurpee with ‘Anything Flows’ campaign

    Each of four new TV spots focuses on a different Slurpee flavor and features a diverse cast of individuals that embrace self-expression.

    By • June 12, 2023
  • An individual using a green wheelchair attempts a flip above Degree branded crash pads.
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    Courtesy of Unilever
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    Degree crashes onto social media to encourage testing limits

    A new campaign stars influencers like wheelchair athlete Aaron “Wheelz” Fotheringham and features safety equipment emblazoned with branding.

    By • June 9, 2023
  • Ikea's 19-foot statue of its FRAKTA bag, which it connected to an augmented reality experience.
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    Permission granted by Ikea
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    Ikea plans 19-foot bag statue in New York tied to AR experience

    The behemoth replica of its blue Frakta bag will be embedded with QR codes that link to an AR experience to dole out exclusive offers. 

    By Aaron Baar • Updated June 12, 2023
  • An image of Ariana Madix of "Vanderpump Rules" promoting BIC's EasyRinse razors for its "All Shave. No Clog." campaign.
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    Permission granted by BIC
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    Inside BIC’s sales-boosting social media play with ‘Vanderpump Rules’

    A witty collaboration with cast member Ariana Madix set the highest social media engagement for BIC’s razor division within the past two years.

    By • June 8, 2023
  • People playing pickleball.
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    Getty Images
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    Toyota signs on as first official auto partner of Major League Pickleball

    The deal, which promotes the 2023 Prius, comes as MLP has quadrupled its number of official sponsorships and drawn major athlete investors.

    By • Updated June 8, 2023
  • The Salesforce logo is seen at its headquarters in San Francisco
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    Stephen Lam via Getty Images
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    Salesforce brings new generative AI tools to marketers

    Marketing GPT and Commerce GPT work in tandem with the company’s Data Cloud to generate more personalized shopping experiences.

    By • June 8, 2023
  • A series of headshots of Nike and Jordan Brand athletes.
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    Courtesy of Dick's Sporting Goods
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    Nike, Dick’s release largest joint ad campaign to date

    The two retailers have grown closer over the years, and connected their loyalty programs about a year and a half ago.

    By Cara Salpini • June 8, 2023
  • The Rolling Stones iced coffee machine from Keurig.
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    Courtesy of Havas New York
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    Keurig partners with Rolling Stones for iced coffee kit

    The Start Me Up kits feature the band’s branding and are being promoted through influencers on TikTok and a playlist on Spotify.

    By • June 7, 2023
  • Coca-Cola
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    Courtesy of Coca-Cola
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    Coke links with League of Legends developer on latest flavor experiment

    A new Creations variant is meant to taste like experience points from the game and is complemented by custom missions and emotes. 

    By • June 7, 2023
  • A store display shows a person looking off to the side and tossing their hair, and the words "take pride."
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    Daphne Howland/Marketing Dive
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    Deep Dive

    How Target went from loud and proud — to silent

    The retailer remains quiet after pulling some Pride merchandise due to safety concerns. LGBTQ+ groups and marketers say that sends the wrong message.

    By Daphne Howland • June 7, 2023
  • Grimace Celebrating Birthday with McDonaldland Friends
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    Courtesy of McDonald's
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    McDonald’s brings back Grimace for birthday party nostalgia

    The chain says it's meeting fans at the "intersection of nostalgia and culture" with an 8-bit video game, Snapchat AR experience and Instagram tie-up.

    By • June 6, 2023
  • View of a Walmart storefront
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    Justin Sullivan via Getty Images
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    Walmart Connect expands in-store ad formats as shoppers return en masse

    The company’s ad division is drawing from a traditional shopper marketer playbook by in-housing product demos and testing ads in its radio network.

    By • June 6, 2023
  • NBA app
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    Courtesy of NBA
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    AB InBev’s Michelob Ultra becomes NBA’s first global beer partner

    An expansion of the 25-year relationship between the brewer and the league will see the light beer brand’s presence grow on and off the court.

    By • June 6, 2023
  • iOS 17 upgrades the communications experience with Contact Posters, a new stickers experience, Live Voicemail, and much more.
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    Courtesy of Apple
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    Apple focuses on personal experiences for iOS 17 at WWDC reveal

    At its annual event, the tech giant revealed several upgrades for its core communication apps and showed off a long-awaited mixed-reality headset.

    By • June 6, 2023
  • A display case showcasing Zoa energy drinks.
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    Courtesy of Molson Coors
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    Energy Drink Zoa adopts gender-neutral identity for major refresh

    “Fuel Something Bigger” shifts the energy drink from the gym towards the everyday consumer and highlights the brand’s colorful new packaging.

    By • June 5, 2023
  • Music artist Rakim seen holding a can of Sprite as part of the soft-drink brand's summer campaign celebrating the 50th anniversary of hip-hop.
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    Permission granted by The Coca-Cola Company
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    Sprite remixes ‘Rapper’s Delight’ for summer-long hip-hop celebration

    The salute to hip-hop’s 50 years includes a new flavor, new packaging, a tie-up with Drake’s tour and an ad starring Latto, Nas, Rakim and GloRilla.

    By • June 5, 2023