Brand Strategy: Page 61

  • The words, "ChatGPT" appear on a multicolored background
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    Getty Images
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    ChatGPT might change advertising — but it won’t revolutionize it

    Even though it’s unlikely to upend the ad world any time soon, the buzzy conversational AI model could prove useful for savvy marketers.

    By • Jan. 31, 2023
  • Smirnoff on display at an event next to glasses.
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    Photo by Bryan Bedder/Getty Images for New York Taste via Getty Images
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    Smirnoff to unveil inaugural cocktail coordinator during Super Bowl LVII

    The winner of the season-long contest will join Smirnoff as guest of honor for the big game as marketers embrace pre-game hype.

    By • Jan. 31, 2023
  • Explore the Trendline➔
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    Spencer Platt via Getty Images
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    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
  • Mature man looking at a digital tablet that a colleague is showing at work.
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    Getty Images
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    Many brands are ‘reluctant buyers’ of ads on retail media networks

    While the majority of marketers surveyed by the ANA use at least five retail media networks and expect to spend more going forward, some have concerns.

    By • Jan. 31, 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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    Molson Coors and DraftKings turn Super Bowl ad into betting opportunity

    The high-stakes tie-up challenges consumers to bet on various aspects of the brewer’s big game spot for the chance to win a portion of a $500,000 prize. 

    By • Jan. 30, 2023
  • Singer Sarah McLachlan sits in a tent next to a wolf as part of Busch Light's 2023 Super Bowl commercial.
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    Courtesy of Anheuser-Busch InBev
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    Busch Light enlists Sarah McLachlan for Super Bowl LVII

    The beer brand’s game day commercial will revive the singer’s ASPCA anthem, “Angel,” as part of a playful miscommunication about outdoor survival tips.

    By • Jan. 30, 2023
  • Yves Saint Laurent Beauty ties NFTs to online shopping experience
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    Courtesy of Yves Saint Laurent Beauty
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    Yves Saint Laurent Beauty ties Web3 to online shopping experience

    All revenue generated by NFT sales will be donated to partners of the Abuse is Not Love program, which fights against intimate partner violence.

    By • Jan. 27, 2023
  • Business men in a dark room standing in front of a large data display
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    Getty Images
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    Blockchain, metaverse continue to command CMO interest despite snags

    Just 10% of surveyed marketers think the metaverse isn’t relevant to their industry while 41% plan to use blockchain in 2023, per Deloitte.

    By • Jan. 26, 2023
  • A KFC branded basketball court.
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    Courtesy of KFC
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    KFC Canada unveils winterized outdoor basketball court

    As part of the “KFC Buckets Are Life” campaign, the court features pre-warmed basketballs and nets made to look like the chain’s chicken buckets.

    By • Jan. 26, 2023
  • Disney Tech & Data Showcase 2023 promo photo
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    Courtesy of Disney
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    Unilever first to test Disney’s identity integration with Trade Desk

    Disney continues to enhance its ad business, partnering with EDO around outcome measurement and improving ad targeting on Disney+.

    By • Jan. 26, 2023
  • A man in a Dogfish Head Jersey and red helmet play a Game of Electric Football.
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    Courtesy of Dogfish Head
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    Dogfish Head’s budget big game ad showcases electric football

    The craft brewer spent only $7,000 on a hyper-local ad to promote its role as the official beer of the Electric Football World Championship.

    By • Jan. 25, 2023
  • A billboard showing an add for Netflix's and Bumble's campaign.
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    Courtesy of Bumble
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    Netflix helps Bumble matches find common interests with game about popular shows

    “Find the Date You’ve Been Watching For” was inspired by research showing it’s easier for people to talk to a match when they share similar tastes in TV.

    By • Jan. 24, 2023
  • Martha Stewart in a campaign image for Oreo promoting its Oreoverse metaverse activation.
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    Courtesy of Oreo
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    Martha Stewart makes metaverse debut with Oreo

    The celebrity chef and DIY homemaker will document her journey through the Oreoverse with a livestream on Facebook and Instagram.

    By • Jan. 24, 2023
  • Rows of Tide detergent bottles on a store shelf
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    Mario Tama via Getty Images
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    P&G touts big savings from fabric care in-housing strategy

    Wresting more control over media buying and selling and developing proprietary tech to better place TV ads created $65 million in annual savings.

    By • Jan. 23, 2023
  • Campaign image for Gatorade Fast Twitch's Super Bowl ticket giveaway challenge
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    Courtesy of The Gatorade Company
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    Gatorade marks Fast Twitch rollout with big game giveaway

    To enter, consumers must post a video of themselves on TikTok or Instagram that shows what their pre-game stadium run-through would look like.

    By • Jan. 23, 2023
  • Maya Rudolph in a behind-the-scenes photo from the shooting of M&M's Super Bowl ad
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    Courtesy of Mars
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    M&M’s spokescandies take ‘indefinite pause’ amid polarizing rebrand

    An ad starring Maya Rudolph debuted as part of a new storyline that includes the characters and will resolve with their appearance in a Super Bowl spot.

    By • Updated Jan. 25, 2023
  • NBA app
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    Courtesy of NBA
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    NBA, StellarAlgo team up to streamline fan data across channels

    The league has also taken an equity stake in the customer cloud platform in a bet on the growth potential for leveraging data to boost engagement. 

    By • Jan. 20, 2023
  • Kraft Mac & Cheese video ad image
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    Retrieved from YouTube on January 18, 2023
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    Column

    Campaign Trail: Kraft Mac & Cheese animates the transformative power of noodles

    Made in collaboration with agency Johannes Leonardo, short-form ads turn "struggles" into "snuggles" and "rush hour" into "happy hour."

    By • Jan. 20, 2023
  • Youtube billboard saying "More than just viewers."
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    Sean Gallup / Staff via Getty Images
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    YouTube reclaims VidCon title sponsorship, replacing TikTok

    The Google-owned platform had been a routine sponsor since 2013 but was replaced last year by its ByteDance competitor.

    By • Jan. 19, 2023
  • A white marble kitchen countertop displays, from left to right, an avocado and limes on a cutting board, oven mitts, chips and guacamole and coasters and wall paper themed around a new Pantone color.
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    Retrieved from Avocados From Mexico on January 19, 2023
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    Avocados from Mexico gives Super Bowl parties a glow up with Pantone

    A custom yellow-green color features in a new big game decor collection, while the marketer is also investing in its sonic branding. 

    By • Jan. 19, 2023
  • FaZe Clan member Adapt sits in a Porsche
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    Courtesy of FaZe Clan
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    Porsche rides with esports giant FaZe Clan to reach next generation of luxury buyers

    The multi-year partnership includes original content, consumer products, esports integrations and digital goods in the Web3 space.

    By • Jan. 19, 2023
  • A beauty area with Clinique products and mirrors for customers to try on products.
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    Courtesy of Clinique
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    How technology changes the way beauty brands interact with consumers

    During an NRF Big Show panel, execs from Estée Lauder and Macy’s discussed how data, artificial intelligence and TikTok are influencing customer behavior. 

    By • Jan. 19, 2023
  • Business owners can easily register for Business Connect at the self-service website and begin customizing their presence across Apple apps.
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    Retrieved from Apple on January 19, 2023
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    Apple launches Business Connect, names partners as advertising ambitions intensify

    The new feature allows businesses to customize and more quickly update information across Apple platforms including Maps, Messages, Wallet and Siri. 

    By Aaron Baar • Jan. 19, 2023
  • Welch's Fruit Snacks with Mark Andrews
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    Courtesy of PIM Brands Inc.
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    Welch’s Fruit Snacks ties big game giveaway to QR code-enabled ads

    Spots starring NFL player Mark Andrews can be scanned to enter to win watch-party goodies like a smart TV and home theater.

    By • Jan. 18, 2023
  • Brazilian singer Anitta holds a Lay's chip in front of a giant speaker display
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    Courtesy of Frito-Lay North America
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    Lay’s and Brazilian superstar Anitta power campaign with potato electricity

    A TV spot features elements of Latino culture, including reggaetón and voceteo, a Puerto Rican and Dominican trend around car sound systems.

    By • Jan. 18, 2023
  • Person walks past grocery store
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    Spencer Platt / Staff via Getty Images
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    Deep Dive

    9 marketing trends to watch as 2023 tests transformation bets

    Pivots to ad-supported streaming, alternative measurement currencies and new social platforms all face challenges as consumers simplify their choices. 

    By , , • Jan. 18, 2023