Brand Strategy: Page 6

  • Teleflora Valentine's Day campaign still
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    Courtesy of Teleflora
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    Column

    Campaign Trail: Teleflora tells real stories to overcome love cynicism

    The floral delivery service and the in-house agency at parent The Wonderful Company used a documentary approach to prove that romance isn't dead.

    By • Feb. 2, 2024
  • A trio of stills show actor Stephen Tobolowsky buying Lay's chips at a grocery checkout line.
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    Permission granted by Frito-Lay North America
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    Lay’s time-loop ads inspired by ‘Groundhog Day’ take over ABC

    Disney, Ryan Reynolds’ Maximum Effort and Kimmelot developed custom spots that accounted for one-third of ABC’s commercial inventory on Feb. 2.

    By • Feb. 1, 2024
  • 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

    A look at how areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.

    By Marketing Dive staff
  • DoorDash Super Bowl
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    Courtesy of DoorDash
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    DoorDash offers to deliver every product advertised during Super Bowl

    The promotion asks consumers to pay close attention in order to crack a secret code contained in a spot airing during the big game.

    By Aaron Baar • Feb. 1, 2024
  • Jif "Save the Celery" campaign imagery
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    Retrieved from YouTube on January 31, 2024
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    Jif tackles ‘celery neglect’ on game day with free peanut butter

    “Save the Celery” includes a tie-up with GoPuff to deliver free peanut butter and collaborations with Barstool Sports and the YouTube series “Hot Ones.”

    By • Feb. 1, 2024
  • Pepsi takes over the Las Vegas Sphere
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    Courtesy of PepsiCo
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    Pepsi Wild Cherry stokes Super Bowl excitement with Vegas Sphere takeover

    Creators Zach King and Khaby Lame are part of the soft drink brand’s big game blitz, which supports a recent “Get Wild” campaign for Pepsi Wild Cherry.

    By • Feb. 1, 2024
  • DJ Khaled sits in front of microphones for a Gatorade collaboration
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    Courtesy of Gatorade
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    Gatorade fuels digital transformation with free membership platform

    The PepsiCo brand will release a capsule collaboration with DJ Khaled to boost the launch and bring together sports, music and entertainment.

    By • Feb. 1, 2024
  • An image of a Starbucks sign
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    Courtesy of Starbucks
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    Starbucks to capitalize on record loyalty membership with app improvements

    Starbucks Reward members spent more than ever during Q1 2024, as the company looks to incentivize further patronage with greater personalization.

    By Bryan Wassel • Feb. 1, 2024
  • Business people, meeting and corporate discussion against a blurred background at the office. Group of employees in team planning, presentation or training staff for collaboration.
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    Jacob Wackerhausen/Getty via Getty Images
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    Opinion

    How media partners can communicate brand momentum in 2024

    Media companies must consider advertisers as both professionals and consumers, according to Advertiser Perceptions’ Erin Firneno.

    By Erin Firneno • Jan. 31, 2024
  • A grandmother drives a monster truck in a Doritos ad
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    Courtesy of PepsiCo
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    Doritos’ first global brand platform revolves around self-expression

    The campaign includes three spots created by Goodby Silverstein & Partners and a global film about a monster truck-driving grandmother.

    By • Jan. 30, 2024
  • McDonald's mascot Hamburglar's Burgercuda car
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    Courtesy of McDonald's USA
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    McDonald’s Hamburglar hits the road in getaway vehicle for menu revamp

    Consumers can keep an eye for a custom Burgercuda muscle car for the chance to win gift cards and mascot-themed merchandise. 

    By • Jan. 30, 2024
  • The new packaging of Miller Extra Light in front of a white background.
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    Courtesy of Molson Coors
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    Miller64 rebrands to Miller Extra Light as focus shifts away from calories

    The positioning will be supported by 2.5 times the amount of media support the brand has had in the past four years combined.

    By • Jan. 30, 2024
  • A preview of an AR experience by Snickers for the Apple Vision Pro around the Super Bowl.
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    Courtesy of Blippar
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    Snickers brings AR Super Bowl experience to forthcoming Apple Vision Pro

    In the days following the mixed-reality headset's launch, users will be able to hear from Pittsburgh Steelers “misfortune teller” T.J. Watt.

    By • Jan. 30, 2024
  • A group of people run in the wilderness wearing Miller Lite gear.
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    Courtesy of Molson Coors
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    Miller Lite’s QR code jerseys turn 1K Super Bowl viewers into beer ads

    Foregoing a big game spot, the brand is tasking 1,000 QR-code wearing fans to embark on beer runs on game day to help dole out money. 

    By • Jan. 29, 2024
  • An array of Ocean Spray products with new labels
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    Courtesy of Ocean Spray Cranberries, Inc.
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    Ocean Spray reveals first major brand overhaul in 20-plus years

    The 95-year-old cranberry co-op teamed with creative studio Stone Strategy & Design to highlight a "wildly uncommon" approach to culture and creativity.

    By • Jan. 29, 2024
  • Individuals and robots working together on brainstorming ideas.
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    Nuttapreya Sirisommai via Getty Images
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    Marketing playbook: Breaking down industry trends to follow in 2024

    Areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.

    By Marketing Dive staff • Jan. 26, 2024
  • A family of Vikings drives Hyundai's Santa Fe SUV in a new ad campaign.
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    Permission granted by Hyundai Motor America
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    Hyundai’s Santa Fe unleashes a family’s inner Viking in new ads

    Creative launching around the NFL conference championships is set to the driving rhythm of Heart’s “Barracuda.” 

    By • Jan. 26, 2024
  • Ruffles
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    Courtesy of Ruffles
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    Ruffles gives fans a shot from the Ridgeline at NBA Celebrity Game

    Consumers on Instagram can showcase their basketball skills for the chance to shoot the pregame shots at the Ruffles NBA All-Star Celebrity Game.

    By Aaron Baar • Jan. 25, 2024
  • The Apple logo is displayed on the exterior of an Apple Store.
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    Justin Sullivan / Staff via Getty Images
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    Deep Dive

    What Apple’s adoption of RCS for iPhones could mean for marketers

    Businesses using the richer text messaging format are expected to drive global operator revenue of RCS to $8 billion in 2025 on the heels of Apple’s move.

    By • Jan. 25, 2024
  • Bud Light
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    Courtesy of Anheuser-Busch
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    Bud Light remains in the crosshairs as AB InBev makes Super Bowl plans

    Anheuser-Busch will air two and a half minutes of national advertising during the big game as it looks to rebound from controversy.

    By • Jan. 25, 2024
  • A person in a busy restaurant waits for Heinz
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    Courtesy of Heinz
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    Heinz celebrates diners who wait for its ketchup in global campaign

    Created with Chilean agency 1984, the marketer’s largest effort since unifying its global creative strategy shows that “true love waits” — for ketchup.

    By • Jan. 25, 2024
  • Three M&M diamond-encrusted rings against a white backdrop. One shows the full rings, one shows the inside and the last shows the ring containing a Peanut Butter M&M's.
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    Courtesy of Mars Wrigley
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    M&Ms celebrates (almost) Super Bowl champions with diamond-encrusted ring

    As part of its big game push, the candy brand is giving three NFL Hall of Famers rings fit with factory-made diamonds forged from peanut butter.

    By • Jan. 24, 2024
  • Paris Hilton recreated in Roblox for a Hilton campaign
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    Courtesy of 11:11 Media
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    Hilton checks in to Paris Hilton’s Roblox world for loyalty push

    The activation demonstrates brands are still exploring ways to draw value from the metaverse even as the technology has lost some of its buzz.

    By • Jan. 23, 2024
  • Influencer Zachary Fowler pulls a pizza out of a Solo Stove
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    Courtesy of Solo Brands, Inc
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    Solo Stove names new brand ambassadors on tails of Snoop Dogg stumble

    The smokeless fire pit marketer is looking to turn a new leaf with partners who better represent its outdoor lifestyle positioning.

    By • Updated Jan. 30, 2024
  • Coors Light's silver bullet train, pictured here, will return in the light beer brand's Super Bowl LVIII campaign
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    Permission granted by Coors Light
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    Coors Light’s silver bullet train returns for Super Bowl with seats for fans

    Back after a 12-year advertising hiatus, the locomotive delivering cold beer and good vibes seeks to extend sales momentum and court favor with Gen Z.

    By • Jan. 23, 2024
  • Detroit Lions players Calvin Johnson and Jahmyr Gibbs for Team Whistle and Finish detergent.
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    Permission granted by Team Whistle
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    Finish brings football rivalries to the kitchen with Team Whistle

    An online sweepstakes pitting football cities’ popular dishes against each other is teamed with co-branded episodes of Team Whistle’s “Home Team.”

    By • Jan. 22, 2024