Brand Strategy: Page 60

  • Coca-Cola, Move, soda
    Image attribution tooltip
    Courtesy of Coca-Cola
    Image attribution tooltip

    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
    Image attribution tooltip
    Retrieved from M&M's on February 13, 2023
    Image attribution tooltip
    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
  • Explore the Trendline➔
    Image attribution tooltip
    Spencer Platt via Getty Images
    Image attribution tooltip
    Trendline

    Multichannel Optimization

    There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.

    By Marketing Dive staff
  • Cardi B and Offset team for duo meal at McDonald's
    Image attribution tooltip
    Courtesy of McDonald's
    Image attribution tooltip

    McDonald’s readies first-ever duo meal with Cardi B and Offset

    Timed to Valentine's Day, the effort includes tie-ups with dating apps and a kiss cam billboard in Times Square.

    By Chris Kelly and Emma Liem Beckett • Feb. 13, 2023
  • A kitchen painted in neutral shades.
    Image attribution tooltip
    Courtesy of Behr Paint
    Image attribution tooltip

    How Behr Paint connects with millennial homeowners on TikTok

    A competition series, “To DIY For,” highlighted ways in which do-it-yourself projects can bring new life to old objects, boosting the brand’s followers.

    By Aaron Baar • Feb. 13, 2023
  • An executive leads a company meeting inside a boardroom
    Image attribution tooltip
    Getty Images
    Image attribution tooltip

    38% of marketers shift strategy from customer acquisition to loyalty

    While 30% expect higher budgets this year, 54% think resources will remain the same, while the agency outlook is less rosy, per Advertiser Perceptions.

    By • Feb. 10, 2023
  • An image of an Uber Eats courier delivering a meal.
    Image attribution tooltip
    Courtesy of Uber Eats
    Image attribution tooltip

    Uber Eats readies post-checkout ads for Super Bowl LVII launch

    Brands such as Paramount+ will be able to reach app users as they check out during one of the busiest weekends of the year for the delivery service.

    By • Feb. 10, 2023
  • Gorton's Seafood's new Air Fried line of products.
    Image attribution tooltip
    Retrieved from Gorton's Seafood on February 09, 2023
    Image attribution tooltip

    How Gorton’s Seafood is using TikTok for a product launch

    The brand recruited an eight-person team of influencers to create ongoing exclusive content as part of its push toward younger audiences. 

    By Aaron Baar • Feb. 9, 2023
  • Kaley Cuoco and a cast of characters stand in front of a tropical beach background in a Priceline ad.
    Image attribution tooltip
    Retrieved from Priceline on February 09, 2023
    Image attribution tooltip

    Priceline hides travel deals in digital ads running around Super Bowl LVII

    Pre-game spots are complemented by interactive videos that access over $5 million in offers as the travel marketer ramps up a new brand platform.

    By • Feb. 9, 2023
  • State Farm brand mascot Jake poses with TikTok creator Khaby Lame for the company's Super Bowl LVII social media contest.
    Image attribution tooltip
    Courtesy of State Farm
    Image attribution tooltip

    Inside State Farm’s Super Bowl LVII mobile strategy

    As it vies for Gen Z and millennial attention, the insurance company opted against a big game ad in favor of TikTok and the app’s most popular creator.

    By • Feb. 9, 2023
  • A signage of Microsoft is seen on March 13, 2020 in New York City.
    Image attribution tooltip
    Jeenah Moon via Getty Images
    Image attribution tooltip

    Microsoft, Google’s AI race points to shifting search power balance

    Marketers should still take a cautionary approach, as Google’s early hiccups with Bard demonstrate shortcomings with the technology.  

    By • Feb. 9, 2023
  • A blue Snapple cap with a fact printed underneath.
    Image attribution tooltip
    Courtesy of Snapple
    Image attribution tooltip

    Snapple turns to AI for next iteration of brand’s ‘Real Facts’ program

    The beverage brand is inviting consumers to use an OpenAI-powered tool to generate facts, with some appearing under bottle caps in 2024.

    By • Feb. 9, 2023
  • Ben Stiller and Steve Martin pose with Pepsi Zero Sugar
    Image attribution tooltip
    Courtesy of PepsiCo
    Image attribution tooltip

    Pepsi breaks fourth wall in Super Bowl ads satirizing celeb endorsements

    Spots starring Ben Stiller and Steve Martin riff on the night’s typically star-studded commercials to encourage people to try the new Pepsi Zero Sugar.

    By • Feb. 8, 2023
  • Danny DeVito stands in front of a green screen image of space.
    Image attribution tooltip
    Courtesy of Jersey Mike's
    Image attribution tooltip

    Danny DeVito dreams up big game commercial for Jersey Mike’s

    The QSR chain describes what its big game commercial would look like — despite not running one this year.

    By • Feb. 7, 2023
  • Influencer Paris Hilton wears a pink dress against an emerald green background while holding a landline phone up to her ear.
    Image attribution tooltip
    Permission granted by CNW Group/Klarna
    Image attribution tooltip

    Klarna jumps back to Y2K with help from Paris Hilton

    A campaign developed with Hilton’s 11:11 Media reinvents her “That’s hot” catchphrase and references trends from the era, like the velour tracksuit.  

    By • Feb. 7, 2023
  • ZipRecruiter joins forces with Marvel Studios’ “Ant-Man and The Wasp: Quantumania”
    Image attribution tooltip
    Courtesy of ZipRecruiter
    Image attribution tooltip

    ZipRecruiter partners with Ant-Man to showcase job-seeking tech

    The Marvel Studios tie-up spotlights the employment platform’s 1-Click Apply feature and is timed to the release of “Ant-Man and The Wasp: Quantumania.”

    By • Feb. 7, 2023
  • Wendy's shoppable ad via Roku and DoorDash
    Image attribution tooltip
    Courtesy of Roku
    Image attribution tooltip

    Wendy’s first to test Roku, DoorDash deal around shoppable TV ads

    The first-of-its-kind partnership lets DoorDash merchants place click-to-order offers within Roku ads that they can attribute, target and measure.

    By • Feb. 7, 2023
  • A large ensemble belts a tune for Old Spice's new musical theater-inspired ad.
    Image attribution tooltip
    Permission granted by Old Spice
    Image attribution tooltip

    Old Spice reveals first brand mascot as Super Bowl anticipation heats up

    Swaggy Spice, a deodorant stick wearing a hat and sunglasses, is part of a larger “Smelf-Confidence” campaign inspired by Broadway.

    By • Feb. 6, 2023
  • Honda Acura Topgolf
    Image attribution tooltip
    Courtesy of American Honda Motor Co.
    Image attribution tooltip

    Honda, Acura tee up Topgolf deal in swing for millennials, Gen Z

    The auto brands are seeking a way to engage with the young consumers who represent nearly half of the golf entertainment company’s players.

    By • Feb. 6, 2023
  • promotional photo of an Intuit-NFL sponsored concert in Roblox
    Image attribution tooltip
    Courtesy of Roblox
    Image attribution tooltip

    Intuit, NFL team up for concert on Roblox with Saweetie

    The virtual performance will be broadcast repeatedly in the run up to the big game, while Roblox’s Super NFL Tycoon seeks to teach financial literacy.

    By • Feb. 3, 2023
  • Collage of three TikToks that are part of Neutrogena's Hydro House content
    Image attribution tooltip
    Retrieved from Neutrogena on February 02, 2023
    Image attribution tooltip
    Column

    Campaign Trail: Neutrogena lathers up reality TV parody on TikTok

    Movers+Shakers mined dating show tropes to turn one of the skincare brand's products into the "bombshell" of "Hydro House."

    By • Feb. 3, 2023
  • Campaign image showing Instacart and Michelob Ultra's shoppable TV commercial timed to Super Bowl LVII
    Image attribution tooltip
    Retrieved from Instacart on February 01, 2023
    Image attribution tooltip

    Michelob Ultra, Instacart support Super Bowl push with shoppable TV ads

    The tie-up represents parent company Anheuser-Busch InBev’s first shoppable TV commercial and Instacart’s first major CPG co-marketing campaign.

    By • Feb. 2, 2023
  • Actor Michael B. Jordan drinks from a bottle of Propel Fitness Water
    Image attribution tooltip
    Courtesy of PepsiCo
    Image attribution tooltip

    Propel Fitness Water’s new look emphasizes Gatorade connection

    For the overhaul, the brand has teamed up with actor Micheal B. Jordan for a partnership that includes an integration with upcoming film “Creed III.”

    By • Feb. 2, 2023
  • Will Ferrell appears in a Super Bowl ad around Netflix's partnership with General Motors
    Image attribution tooltip
    Courtesy of GM
    Image attribution tooltip

    General Motors, Netflix team for strategic alliance around EVs

    The partnership spans product placement in the streamer’s shows, a Super Bowl spot and a sustainability push.

    By • Feb. 2, 2023
  • starry soda pepsico
    Image attribution tooltip
    Courtesy of PepsiCo
    Image attribution tooltip

    PepsiCo’s new Starry brand named official soft drink of NBA, WNBA

    The lemon-lime offering targeted at Gen Z aims to bring a “fresh perspective” as Mtn Dew steps back from events like the NBA All-Star weekend. 

    By • Feb. 1, 2023
  • The NHL All-Stars logo.
    Image attribution tooltip
    Courtesy of NHL
    Image attribution tooltip

    Disney sells out ad time for NHL All-Star events

    Major buy-ins include Chipotle, Discover and Honda for a combined total of 12 unique sponsors and 34 unique advertisers.

    By • Feb. 1, 2023