Brand Strategy: Page 61

  • Gaming chairs lined up with computers.
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    Smederevac via Getty Images
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    What Twitch’s revenue share shift means for streamers and marketers

    By moving all streamers to a 50/50 revenue split for subscriptions, Twitch is putting pressure on them to run more ads, which could undermine the user experience.

    By • Oct. 6, 2022
  • A virtual Roblox space designed by Walmart shows a ferris wheel in the foreground a blimp flying against a blue sky in the background.
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    Retrieved from Walmart on September 26, 2022
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    How marketers can connect with Gen Z in emerging virtual worlds

    Rather than pushing commerce, metaverse-minded brands can cater to Gen Z’s preference for self-expression and community to foster loyalty.

    By • Oct. 6, 2022
  • A person pulls items out of one paper shopping bag with handles that is on a table next to four similar bags. Explore the Trendline➔
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    FreshSplash via Getty Images
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    Trendline

    Retail Marketing

    Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

    By Marketing Dive staff
  • A group of young people eat Burger King in front of a grey house.
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    Courtesy of Burger King
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    Burger King crowns the consumer king with new ‘You Rule’ tagline

    The customization-focused campaign was created in partnership with OKRP and is part of a larger brand revitalization. 

    By • Oct. 6, 2022
  • A basket of dirty laundry in a blue hamper with the text Chores Light on the front sits next to a Coors Light bucket filled with beers and ice on a bar top,
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    Courtesy of Molson Coors
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    Coors Light, Tide Cleaners offer to do laundry for college football fans

    Agreeing that laundry on game days is a buzzkill, the brands are raffling off free cleaning for the season and providing drop-off service in select locations.

    By • Oct. 5, 2022
  • Digital illustration of two characters sitting in chairs by a pool with a large house in the distance.
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    Courtesy of West Elm
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    West Elm to replicate furniture, decor on Roblox

    More brands and retailers are experimenting with the metaverse platform to appeal to younger consumers.

    By Tatiana Walk-Morris • Oct. 5, 2022
  • Lil Nas X for Coach's campaign, "Courage to Be Real."
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    Courtesy of Coach
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    Coach recruits Lil Nas X as brand pivots towards expressive luxury

    “Courage to Be Real” showcases various life obstacles faced by the rapper in a quest toward authenticity.

    By • Oct. 5, 2022
  • Actor Jonathan Majors rests his arm atop a barrel of Johnnie Walker.
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    Courtesy of Johnnie Walker
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    Johnnie Walker plays up Black Label luxury with Jonathan Majors

    A new global campaign features Majors highlighting the blend’s layered tasting notes alongside a jazz quartet. 

    By • Oct. 4, 2022
  • Young woman relaxing with smartphone on sofa
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    Marco_Piunti via Getty Images
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    Gen Z and CTV: Is a creative renaissance for TV ads in view?

    The mobile-friendly group is still watching plenty of standard programming, but brands must take advantage of connected TV's tools to reach them.

    By • Oct. 4, 2022
  • Jack in the Box's 'Gamer Jack' logo
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    Courtesy of Jack in the Box
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    Jack in the Box seeks full-time Twitch streamer

    A first for the QSR, Gamer Jack will earn an annual salary to bolster the brand’s recognition and credibility with gamers. 

    By • Oct. 3, 2022
  • A low-angle shot of the Salesforce logo as seen on the Salesforce Tower in San Francisco, California.
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    Stephen Lam via Getty Images
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    IPG strengthens Salesforce know-how with RafterOne acquisition

    The cloud-based technology provider has become a “priority platform” for clients investing in the digital economy, IPG’s CEO said.

    By • Oct. 3, 2022
  • Pete Davidson for Taco Bell
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    Courtesy of Taco Bell
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    Pete Davidson pairs new Taco Bell breakfast item with an apology

    The Breakfast Crunchwrap reflects an effort by the QSR to reach consumers looking for comfort and familiarity in the morning.

    By • Oct. 3, 2022
  • Multicultural group of young friends bonding outdoors
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    Diamond Dogs via Getty Images
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    How Gen Z breaks marketing’s cultural mold

    In new research, Horizon Media found the group no longer believes in mainstream pop culture, pushing the industry in a new direction. 

    By Aaron Baar • Oct. 3, 2022
  • Smiling woman with children using tablet
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    Fizkes/stock.adobe.com

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    Sponsored by Vericast

    “Ho, Ho, Ho!” or “Ho-hum”: How will consumers greet Holiday 2022?

    How will people greet Holiday 2022? Research offers insight into holiday plans and priorities.

    Oct. 3, 2022
  • A horse avatar with wings fly's over a Roblox activation.
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    Courtesy of Hasbro
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    My Little Pony gallops into Roblox to promote Netflix series

    The Visit Maretime Bay game includes protocols to create a safe environment for kids, while a Tripadvisor tie-in could help engage parents.

    By • Sept. 30, 2022
  • NBA app
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    Courtesy of NBA
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    NBA takes a page from TikTok for app refresh

    Built with Microsoft, the app features a personalized “For You” page and vertical video and will be home to a plethora of exclusive game content. 

    By Aaron Baar • Sept. 29, 2022
  • A headshot of outgoing State Farm CMO Rand Harbert paired with a headshot of his replacement, Kristyn Cook.
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    Retrieved from State Farm on September 29, 2022
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    State Farm CMO who brought back the Jake spokes-character retires

    Following a 12-year run, Rand Harbert will be replaced by Kristyn Cook, who has focused on emergent media channels like TikTok and gaming.

    By • Sept. 29, 2022
  • TikTok star E.J. Marcus acting as "Toby" for Heinz' Tomato Blood promotion
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    Courtesy of Heinz
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    Heinz recruits vegetarian vampire for return of Tomato Blood ketchup

    The brand tapped popular TikTok creator E.J. Marcus to play Toby, the 280-year-old vampire influencer that believes “humans are people too.”

    By • Sept. 29, 2022
  • A pink biometric safe with the Starburst logo against a pink background surrounded by pink Starbursts.
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    Courtesy of Mars Wrigley
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    Starburst’s biometric safe is filled exclusively with coveted pink flavor

    The “un-sharable” safe has the brand leaning heavily into meme and internet culture, playing off of the viral “You are a pink Starburst” consumer mantra. 

    By • Sept. 29, 2022
  • Gaming chairs lined up with computers.
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    Smederevac via Getty Images
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    Mtn Dew fuels next generation of Black gamers with esports tournament

    The beverage brand is partnering with the HBCU Esports League to put on a Call of Duty tournament that will stream live on Twitch.

    By • Sept. 28, 2022
  • A person watches TV.
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    gorodenkoff via Getty Images
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    Opinion

    The realities of a unified CTV measurement tool may shock advertisers

    As advertisers increasingly pursue a unified, cross-platform measurement tool, questions remain around whether or not the concept is truly achievable.

    By Michele Madaris • Sept. 28, 2022
  • M&M's new character line-up
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    Courtesy of Mars
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    M&M’s introduces Purple candy mascot to celebrate acceptance, inclusivity

    The Mars brand extended its crew of characters for the first time in a decade as part of a controversial refresh that drove impressions and consumer sentiment.

    By • Sept. 28, 2022
  • Four McDonald's figurines designed by Cactus Plant Flea Market encircle a Happy Meal placed on a red table against a sky-blue backdrop.
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    Permission granted by McDonald's USA
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    McDonald’s repackages Happy Meals for adults with cult streetwear label

    Meant to invoke nostalgia, the menu bundles come with unique art and collectible figurines as the chain tries to align with pop culture tastemakers.

    By • Sept. 27, 2022
  • Person riding a Peloton bike
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    Courtesy of Peloton
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    Peloton’s head of marketing is latest exec to bow out

    Dara Treseder heads to software company Autodesk where her experience in transformation and digital marketing will be key in her new role as CMO.

    By • Sept. 27, 2022
  • A virtual Roblox space designed by Walmart shows a ferris wheel in the foreground a blimp flying against a blue sky in the background.
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    Retrieved from Walmart on September 26, 2022
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    Walmart aims to shift Gen Z perceptions with expansive Roblox play

    Interactive virtual spaces going live ahead of the holidays cater to different product interests, with a beauty and cosmetics section among the first.

    By • Sept. 26, 2022
  • Image from Sonic's "Mmm Sonic" campaign
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    Courtesy of Sonic
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    Why Sonic drove away from in-car commercials for its latest campaign

    CMO Lori Abou Habib explains the food-focused change and how the QSR has benefited from parent Inspire Brands' bespoke media unit within Publicis.

    By • Sept. 26, 2022