Brand Strategy: Page 61

  • A BMW iX on the road
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    Retrieved from BMW on May 22, 2023
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    BMW applies sustainability to messaging and media buy

    The “Forces of Nature” branded video series for Canada delivered higher than expected completed views and was optimized toward sites with low emissions.

    By Aaron Baar • May 22, 2023
  • A person watches TV.
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    Getty Images
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    Report: As CTV commands advertiser interest, fraud grows nearly 70%

    A focus at this year’s upfronts, the channel has also seen the variety of schemes triple since 2020, according to DoubleVerify.

    By • May 22, 2023
  • A person holding a phone with "Ai" and a box that says "prompt" above it. Explore the Trendline➔
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    Getty Images
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    Trendline

    Top 5 stories from Marketing Dive

    From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.

    By Marketing Dive staff
  • A close shot of fingers typing on the keyboard of a laptop with a picture of a milk carton on the walmart website
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    Permission granted by Walmart Marketplaces
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    Walmart ad biz growth continues to outpace rivals

    The retailer's global advertising business grew over 30% last quarter, a higher rate than chief competitor Amazon and other digital ad platforms.

    By • May 22, 2023
  • Two distressed and desperate businessmen sitting beside broken banknotes, dollars
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    Getty Images
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    Pitching new business is busted for agencies and brands. Can it be fixed?

    Stakeholders agree the long-standing pitch model is broken and too expensive, thanks in part to inertia and misaligned objectives, per Forrester.

    By Aaron Baar • May 22, 2023
  • CMO Melody Lee wearing a gray shirt standing outside
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    Permission granted by Mercedes-Benz USA
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    Mercedes-Benz names new CMO as auto transformation race heats up

    Melody Lee previously worked at rival Cadillac, where she overhauled the brand’s identity and helped launch a luxury vehicle subscription service.

    By • May 19, 2023
  • An image of people gathered around a campfire tied to L.L.Bean's "off the grid" announcement surrounding Mental Health Awareness Month.
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    Courtesy of L.L.Bean
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    L.L. Bean ditched social media for May — here’s how it’s going so far

    For Mental Health Awareness Month, the retailer vowed to avoid posting on social and instead focus on nature, challenging consumers to do the same.

    By • May 18, 2023
  • NFL commissioner Roger Goodell takes center stage at YouTube's 2023 Brandcast presentation.
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    Permission granted by Getty Images for YouTube
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    At Brandcast, YouTube weds power of NFL to creators like MrBeast

    Convergence was a major theme at the 2023 presentation as the platform takes over NFL Sunday Ticket and contends with advertising headwinds.

    By • May 18, 2023
  • Warner Bros. Discovery upfront 2023
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    Courtesy of Warner Bros. Discovery
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    WBD unveils robust advertising options for Max ahead of May 23 launch

    The combined HBO Max and Discovery+ service offers marketers a range of advertising options, with focuses on reach, reward and interaction.

    By • May 18, 2023
  • Pepsi Bad Bunny
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    Courtesy of Pepsi
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    Pepsi presses play on summer with Bad Bunny, Apple Music

    The brand revealed a 90-second spot featuring the pop star as a lifeguard who can control pool-goers’ choreography with a bottle of cola.

    By • Updated June 1, 2023
  • A blue case of University of Texas co-branded Bud Light against a white backdrop
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    Courtesy of Anheuser-Busch InBev
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    Boycott narrows Bud Light’s lead in the premium beer category

    Sales of the AB InBev-owned brew have fallen and the brand has lost ground to offerings from Molson Coors and Yuengling following its promotion with transgender influencer Dylan Mulvaney.

    By Christopher Doering • May 17, 2023
  • A photograph of Nathan Louer, chief brand officer at Jamba.
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    Permission granted by Focus Brands
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    Focus Brands hires Jimmy John’s vet as Jamba chief brand officer

    Nathan Louer, who has held marketing positions at the chain for nearly 17 years, brings knowledge of brand strategy, digital, marketing, product development and operations to his new position. 

    By Julie Littman • May 17, 2023
  • A side profile shot of Oscar Mayer's Frankmobile, a rebranded version of the Wienermobile, sitting in a parking lot
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    Permission granted by The Kraft Heinz Company
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    Oscar Mayer brings back Wienermobile name after 4 months

    The Kraft Heinz marketer rebranded the hotdog-shaped vehicle but is reverting to the 87-year-old name after what may have been a summertime stunt.

    By • Updated Sept. 22, 2023
  • A Roblox avatar wears H&M's Stranger Things collection
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    Courtesy of H&M
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    H&M brings ‘Stranger Things’ to Roblox for summer clothing experience

    The retailer is continuing its experiments in the metaverse around a collection inspired by the Netflix hit.

    By • May 17, 2023
  • A group of people on bikes and skateboards ride a road near a mountain range.
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    Courtesy of Anheuser-Busch InBev
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    AB InBev’s Kona beer surfs into summer with new name, brand refresh

    “Bring the Aloha” showcases the new moniker Kona Big Wave and sees the brand lean into its Hawaiian heritage, including an association with surfing.

    By • May 17, 2023
  • An envelope and document related to Taco Bell's petition to eliminate trademarks over Taco Tuesday sit on a desk next to a purple pencil and pen.
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    Permission granted by Taco Bell Corp.
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    LeBron James joins Taco Bell’s fight to liberate ‘Taco Tuesday’

    The basketball star is featured in a new 30-second ad, "Taco Bleep," that censors him every time he tries to say the trademarked phrase.

    By • Updated May 22, 2023
  • "Do the right thing" sculpture at the Nike headquarters in 2018
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    Getty Images
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    Nike faces lawsuit over greenwashing claims

    A Missouri plaintiff said that 90% of the products Nike advertises as using recycled materials don’t, and that some of the recycled materials themselves are environmentally harmful.

    By Daphne Howland • May 16, 2023
  • An image of NYX's Roblox house.
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    Courtesy of NYX Professional Makeup
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    NYX celebrates LGBTQIA+ gaming communities in new Pride campaign

    The makeup company partnered with five different creators for “Game Out Loud” which spans several digital platforms, including Roblox and Twitch.

    By • May 16, 2023
  • A bottle of Coors Banquet with its new packaging.
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    Courtesy of Molson Coors
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    Coors Banquet celebrates legacy by helping entrepreneurs start their own

    The brewer’s new campaign includes an ad featuring the voice of “Yellowstone” actor Cole Hauser and a party in its hometown of Golden, Colorado.

    By • May 15, 2023
  • The Jonas Brothers gathered around a phone playing Candy Crush Saga as part of a gaming partnership.
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    Courtesy of Candy Crush Saga
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    Candy Crush ‘candifies’ the Jonas Brothers for gaming tie-up

    Players will have access to two unreleased songs by the pop trio in addition to an in-game exclusive remix of new single “Waffle House.”

    By Aaron Baar • May 11, 2023
  • Michael B. Jordan in an ad for Propel
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    Courtesy of PepsiCo
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    Inside Propel’s first brand campaign with Michael B. Jordan

    PepsiCo’s Emily Boido details how the Gatorade water brand is building on growth with its ambassador-focused efforts and a new product innovation.

    By • Updated May 11, 2023
  • Several avatars attend a concert in Claire's virtual destination.
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    Courtesy of Claire's
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    Roblox grows revenue, users despite flagging metaverse buzz

    The platform popular with young consumers saw revenue grow 22% year-over-year, while average daily active users reached an all-time high of 66.1 million.

    By • May 11, 2023
  • A hand holds a mobile phone displaying merchandise inside a game.
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    Courtesy of Amazon
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    Amazon pursues in-game shopping with Amazon Anywhere

    Launching inside AR pet game Peridot, the tool allows shoppers to view and buy products without leaving the game environment.

    By Tatiana Walk-Morris • May 10, 2023
  • Miller High Life next to peanuts against a wood background.
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    Courtesy of Molson Coors
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    Miller High Life, Planters nod to dive bars and ballparks in co-branded push

    The two brands are addressing their likely pairing in community spaces through a QR code giveaway and limited-edition merchandise.

    By • May 10, 2023
  • Actor Ben Affleck, wearing a blue plaid shirt and dark coat, stands center frame in front of a Dunkin' cash register.
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    Permission granted by Dunkin'
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    Q&A

    Dunkin’s CMO on bringing the brand’s vision into focus — and those buzzy Ben Affleck ads

    Jill McVicar Nelson detailed a “fewer, bigger, better” ethos that is helping to balance brand and performance marketing at a transitional point for QSRs.

    By • May 10, 2023
  • The words, "ChatGPT" appear on a multicolored background
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    Getty Images
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    Gartner: 45% of executives have increased AI investments due to ChatGPT

    Customer experience is the most commonly cited application while more than two-thirds said the benefits of the tech outweigh the risks.

    By • May 9, 2023