Brand Strategy: Page 61

  • The Coors Light "Chill Harder" logo carved into a pumpkin.
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    Courtesy of Molson Coors
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    Coors Light contest offers pay out for local recreations of its logo

    A new program shifts advertising budget so consumers can win money by carving the “Chill Harder” logo into a pumpkin or otherwise recreating it.

    By • Oct. 28, 2022
  • A street in the dark with a Burger King location highlighted
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    Courtesy of Burger King
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    Burger King teams with Call of Duty for expansive international promo

    The tie-up comes just over a year after the chain’s former CMO Fernando Machado joined Call of Duty publisher Activision Blizzard as CMO.

    By Aaron Baar • Oct. 28, 2022
  • A data center server room. Explore the Trendline➔
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    sefa ozel via Getty Images
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    Trendline

    AI and Marketing Data

    Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data. 

    By Marketing Dive staff
  • Kim Kardashian at a KKW Beauty and Fragrance pop-up opening at Westfield Century City in Los Angeles.
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    Presley Ann/Getty Images for ABA via Getty Images
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    Opinion

    What Kim Kardashian’s $1.26M fine says about influencer marketing

    Enlisting an influencer can often be a high-risk operation, but there are a few steps marketers can take to avoid the chaos.

    By Jim Singer, Brooks Levering, Piyush Gupta, Luis de Lencquesaing • Oct. 28, 2022
  • A clip from Mastercard's campaign spot that features themes from "Black Panther: Wakanda Forever"
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    Retrieved from Mastercard on October 27, 2022
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    Mastercard celebrates Black women business owners with ‘Black Panther’ tie-in

    The campaign includes a Black women-owned small business marketplace on Instagram and a metaverse activation.

    By Aaron Baar • Oct. 27, 2022
  • Several avatars attend a concert in Claire's virtual destination.
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    Courtesy of Claire's
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    Claire’s targets ‘Gen Zalpha’ with Roblox virtual destination

    The chain is investing in phygital retailing to secure its position with the microgeneration of consumers who came of age during the pandemic.

    By Aaron Baar • Oct. 27, 2022
  • Bushmills promotion with Peaky Blinders retrieved by Marketing Dive on March 10, 2022
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    Retrieved from Bushmills Irish Whiskey on March 10, 2022
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    How Bushmills bottled a successful ‘Peaky Blinders’ partnership

    Though prohibited from paying to integrate into the show, the distiller created a themed special-edition bottle during a period of growth for Irish whiskeys. 

    By • Oct. 26, 2022
  • Oscar Mayer "BacOFF" campaign image for World Vegan Day featuring a piece of blurred out bacon.
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    Courtesy of Kraft Heinz
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    Oscar Mayer gives away a lifetime supply of bacon for World Vegan Day

    To be eligible to win, consumers must pledge to “BacOff,” or abstain from eating bacon for 24 hours via Instagram, Facebook or Twitter.

    By • Oct. 26, 2022
  • Diageo's regenerative agriculture program for Guinness production.
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    Courtesy of Diageo
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    Future focused: How Diageo prioritizes sustainability

    The company’s Society 2030 program tailors sustainability goals by brand, avoiding a one-size-fits-all approach.

    By • Oct. 25, 2022
  • McDonald's McRib sandwich sits against a black background and underneath glowing golden text reading, "The McRib Farewell Tour."
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    Permission granted by McDonald's USA
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    McDonald’s double dips on nostalgia with ‘Farewell Tour’ for McRib

    Following the success of adult Happy Meals, the brand is dropping a throwback merchandise line celebrating the history of the boneless pork sandwich.

    By • Oct. 25, 2022
  • Outback Steakhouse "Steak it to the House" campaign's collegiate athlete partners.
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    Courtesy of Outback Steakhouse
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    Outback Steakhouse expands NIL partnerships for latest campaign

    In the coming months, the chain plans to add 50 additional college athletes to its TeamMates roster.

    By • Oct. 25, 2022
  • A person's hand types on a keyboard while the other hand holds a credit card.
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    Poike via Getty Images
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    IPG says ‘majority’ of clients are making contingency plans for a downturn

    The ad holding group still raised its full-year organic growth guidance, joining Publicis and Omnicom in bucking macroeconomic trends.

    By • Oct. 24, 2022
  • Gillette stadium glows green at night.
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    Courtesy of Gillette
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    Gillette kicks off first NFL live broadcast mixed-reality commercial

    The stadium activation features a razor being built before viewers, with participation from mascot Pat the Patriot.

    By • Oct. 24, 2022
  • Oreo Thins and Microsoft 365 promo image for its "Thinvite" campaign.
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    Courtesy of Oreo
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    Oreo Thins, Microsoft 365 encourage workers to take a snack break

    The tie-up will see three 15-minute snack breaks added to consumers’ schedules, with a Microsoft Teams invite linking to a video of playful puppies.

    By Aaron Baar • Oct. 24, 2022
  • Subway plans to add 50,000 jobs this summer
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    Courtesy of Subway
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    Subway, Arby’s top QSR TV ad impressions in Q3

    While QSRs increasingly invest in digital marketing, they remain an important driver of TV ad impressions, accounting for 27.5 billion impressions in Q3.

    By Aneurin Canham-Clyne • Oct. 24, 2022
  • iHeartMedia's metaverse activation, iHeartLand
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    Courtesy of iHeartMedia
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    Why brands should go beyond a metaverse cameo

    During an Advertising Week panel Thursday, panelists from iHeartMedia, Vatom and Procter & Gamble discussed the shift to an always-on metaverse strategy. 

    By • Oct. 21, 2022
  • A football stadium with lights on the field.
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    FotografieLink via Getty Images
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    Why Mercedes-Benz jumped to advertise on Amazon Prime’s ‘Thursday Night Football’

    Early audience numbers point to where the future of live sports may be headed, with more targeted advertising holding a strong appeal for brands. 

    By • Oct. 21, 2022
  • A trio of drag stars dressed as witches hold a stacked sandwich over a kitchen table for a new Dietz & Watson Halloween campaign.
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    Permission granted by Dietz & Watson
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    Column

    Campaign Trail: Dietz & Watson summons ‘SandWitch Sisters’ in riff on Halloween classic

    Drag queens bring a trio referencing “Hocus Pocus” to life for the brand’s largest paid TikTok effort to date and latest collaboration with agency RTO+P.

    By • Oct. 21, 2022
  • A bottle of Captain Morgan Rum sits on a table with a red video game controller as two people hang out.
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    Courtesy of Diageo
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    Captain Morgan adds some spice to its ads

    A new brand platform positions “spice” as an element of fun, including with a spot that debuted on the NFL Network which depicts fans of rival teams.

    By Aaron Baar • Oct. 20, 2022
  • Best Buy announces earlier Black Friday.
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    Courtesy of Best Buy
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    Leveling up success: Inside Best Buy’s efforts to reform a long-standing campaign

    At Advertising Week, executives discussed how taking a more inclusive approach to an annual esports program resulted in higher completion and viewing rates. 

    By • Oct. 20, 2022
  • Actors Kate McKinnon and Dan Levy for Tostitos' “For the Love of Chips and Dip” campaign last year.
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    Courtesy of Frito-Lay
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    More than a crunch: How a 1.5 second tune changed the Tostitos brand

    The Frito-Lay brand revealed at Advertising Week that its recent introduction of a sonic identity upped brand recall by 38%.

    By • Oct. 20, 2022
  • Three limited-edition Pepsi Soda Shop cans lined up on a diner table.
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    Retrieved from PepsiCo Beverages North America on October 18, 2022
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    Pepsi CMO on state of media fragmentation: ‘A double-edged sword’

    At Advertising Week, Todd Kaplan discussed the overvaluation of paid media and his view of emergent channels like the metaverse, calling it a “fat word.”

    By • Oct. 19, 2022
  • A group of young people as part of American Eagle's 2022 back-to-school campaign
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    Courtesy of American Eagle
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    American Eagle CMO says now’s the time for marketers to take risks

    At Advertising Week, the exec cited evidence that stepping outside the box has reaped major benefits, like becoming Roblox’s second most visited virtual brand.

    By • Oct. 19, 2022
  • Three cheerful female friends communicating and having fun in a pub during the night out. Focus is on woman in the middle.
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    skynesher via Getty Images
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    How AB InBev evolves inclusive marketing from good intentions to long-term strategy

    Industry research discussed at Advertising Week found that ads scoring higher on a gender-equality index led to 24% higher short-term purchase intent.

    By • Oct. 19, 2022
  • A person smiles at smart phone being held up on a tripod.
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    Courtesy of Walmart
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    Walmart launches beta version of content creator platform

    The retailer is strengthening its reach into social commerce by allowing creators to set up affiliate links and access performance data.

    By Dani James • Oct. 18, 2022
  • Water brand Liquid Death turns haters' comments into album
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    Courtesy of Liquid Death
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    Why Liquid Death doesn’t chase viral social media trends

    An Advertising Week panel featuring Liquid Death, Xbox and Hot Pocket showcased how each takes a different approach to chasing virality.

    By • Oct. 18, 2022