Brand Strategy: Page 67

  • Afterpay logo on a phone screen
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    Courtesy of Afterpay
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    Afterpay releases designer NFTs with exclusive merchandise, experiences for New York Fashion Week

    The buy now, pay later company will donate all proceeds from the collection to the nonprofit Free Arts NYC.

    By Dani James • Aug. 23, 2022
  • An image of Rumi, a virtual identity created by Dentsu VI
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    Courtesy of Dentsu International
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    Dentsu designs virtual brand characters for metaverse and beyond

    A new Dentsu VI service uses motion-capture techniques to create fully customizable virtual identities as brands invest more in CGI influencers. 

    By • Aug. 22, 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
  • A computer monitor displays colorful lines.
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    Ryan McVay/Photodisc via Getty Images
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    Opinion

    Pandemic friction between consumers and businesses is evident

    CMOs hoping to transition their brands to post-pandemic normalcy must temper optimism and account for continuing unease among customers.

    By Kate Muhl • Aug. 22, 2022
  • Three people hold cans of Celsius
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    Courtesy of Celsius
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    Q&A

    What PepsiCo’s $550M Celsius deal means for the energy drink brand

    Celsius CEO John Fieldly detailed how the investment and distribution agreement will affect the energy drink’s marketing moving forward.

    By • Aug. 22, 2022
  • A person cooks a meal using a flameless cooker while holding a can of Busch Light outdoors.
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    Courtesy of Anheuser-Busch InBev
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    Busch Light passes out flameless cookers to curb wildfires

    The AB InBev brand is distributing the solar-powered devices for free through fire stations in Colorado as part of its “For The Forest” initiative.

    By • Aug. 22, 2022
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    Courtesy of CKE
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    Carl’s Jr., Hardee’s ask Twitch community to help build new menu item

    After polling followers about their favorite ingredients, the brands are sponsoring creator livestreams where people can vote on their preferred meals.

    By • Aug. 19, 2022
  • Shopify bag logo and name. in front of a brick wall.
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    Courtesy of Shopify
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    Shopify adds collaboration tool to connect brands with content creators

    The e-commerce platform is diving further into the shoppable content space as it looks to win over merchants.

    By Aaron Baar • Aug. 18, 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 tunes into TikTok’s SoundOn for back-to-school campaign

    The retailer used the feature to partner with artist Katherine Li on a custom tune that serves as the anthem for the music- and metaverse-oriented effort.  

    By • Aug. 18, 2022
  • Two bags of Ruffles Ridge Twists, Double Cheddar and Smoky BBQ
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    Courtesy of Frito-Lay North America
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    Ruffles signs first female athlete to ‘Chip Deal’ roster

    In its latest basketball partnership, the Frito-Lay brand has teamed with WNBA All-Star A’ja Wilson to promote its new Ruffles Ridge Twists product. 

    By • Aug. 18, 2022
  • Pepsi's Gametime TV Fridge
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    Courtesy of Pepsi
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    Pepsi prepares for NFL season with fridge-TV combo, new commercials

    To promote its Zero Sugar beverage, the brand is giving away a novelty product that pokes fun at the dilemma fans face when leaving the couch for a drink.

    By • Aug. 18, 2022
  • Large desktop computer stands on a desk with a computer monitor. The monitor shows a video game with soldiers attacking. There is a keyboard, mouse and headphones on the desk as well.
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    mikkelwilliam via Getty Images
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    Unfazed by gaming’s slowdown, marketers await more robust tools

    At a virtual IAB roundtable, brands and agencies signaled bullishness around the category even as sales taper off and new releases remain sparse.

    By • Aug. 18, 2022
  • A Hot Pocket ad marketing its One20 gaming contest.
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    Courtesy of Hot Pocket
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    Hot Pockets leans into gaming community with creator contest

    To integrate itself into gaming culture, the brand has promised more than $100,000 worth of prizes to support winners of its One20 Contest.

    By • Aug. 17, 2022
  • A TV remote points up at a blurred-out screen.
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    simpson33 via Getty Images
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    Walmart picks Paramount as streaming partner for membership plan

    Starting in September, Walmart+ customers can access the ad-supported Paramount+ Essential tier at no extra cost.

    By • Aug. 16, 2022
  • Miller High Life bottles next to ice cream bars on sticks.
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    Courtesy of Molson Coors
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    Miller High Life serves up dive bar-inspired ice cream

    The latest in a string of Molson Coors novelty products is a beer-infused ice cream bar created with Tipsy Scoop.

    By • Aug. 16, 2022
  • Frosted Flakes mascot Tony the Tiger rendered as a Vtuber on Twitch
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    Courtesy of Kellogg Company
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    Tony the Tiger transforms into gr-r-eat Twitch streamer

    The iconic Frosted Flakes brand mascot is becoming a VTuber in a first-of-its-kind collaboration with the streaming platform.

    By • Aug. 15, 2022
  • Logo for Omnicom's LevelUp OAC practice
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    Courtesy of Omnicom
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    Omnicom launches gaming solution for brands

    LevelUp OAC combines the expertise of agencies TMA and GSD&M around brand strategy, influencer engagement, in-game advertising and more.

    By • Updated Aug. 15, 2022
  • A virtual influencer appears before a Pacsun store
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    Courtesy of Pacsun
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    Pacsun collaborates with virtual influencer Miquela for back-to-school ads

    After hitting its goal of reaching 2 million TikTok followers, the youth-oriented retailer is putting a heavier focus on the metaverse for Q4.

    By • Aug. 15, 2022
  • A couple and their kid walk through a Hilton hotel lobby while pushing their child in a stroller.
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    Retrieved from Hilton on July 25, 2022
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    Hospitality brands reclaim lost mojo with ambitious ad campaigns

    The heaviest media plays from the category since the start of the pandemic focus on product versus price as consumers have yet to trade down.

    By • Aug. 15, 2022
  • An image displaying Denny's and Complexity Esports' lineup.
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    Courtesy of Denny's
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    Denny’s boosts esports equity with ‘pancake drops’ on Twitch

    The diner chain has partnered with Complexity Gaming to promote female creators with a series of sponsored livestreams.

    By • Aug. 12, 2022
  • Shot of a young woman relaxing on the sofa and using a credit card with a digital tablet
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    gradyreese via Getty Images
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    Wish rebrands in attempt to stay afloat against competition

    The e-commerce platform debuted a new global brand campaign with a 30-second ad that highlights its short-form shoppable video feature.

    By • Updated Aug. 15, 2022
  • A group of people look on as one adds Liquid I.D
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    Courtesy of Liquid I.V.
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    Column

    Campaign Trail: Liquid I.V. fuels play to prove hydration isn’t just for athletes

    The Unilever-owned wellness company keyed into everyday hobbies and West Coast vibes as part of its first national campaign.

    By • Aug. 12, 2022
  • A view of the venue as Pacsun Debuts Eloite Monogram Print At SoHo Flagship on May 03, 2022 in New York City.
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    Dave Kotinsky / Stringer via Getty Images
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    Pacsun hits 2M TikTok followers in brand identity push

    The online following, a goal set and now met, signifies success by the brand in appealing to Gen Z shoppers and forming an identity on the app.

    By • Aug. 11, 2022
  • A PBR-themed motel room.
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    Courtesy of Pabst Blue Ribbon
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    Pabst Blue Ribbon takes vacations back in time with ‘80s motel

    Taking inspiration from a campaign in the past, the brand kicks off a new platform with several themed motel rooms.

    By • Aug. 11, 2022
  • Surreal, dream-like promo art for Coca-Cola Creations Dreamworld
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    Courtesy of The Coca-Cola Company
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    Coke bottles taste of dreams for latest experimental flavor

    To reach Gen Z, the soda giant partnered with EDM festival Tomorrowland on AR music experiences and designed a metaverse fashion collection.

    By • Aug. 10, 2022
  • A drone shot of Corona Island
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    Courtesy of Anheuser-Busch InBev
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    Corona highlights sustainability with eco-tourism island

    Registration is now open for a branded resort off the coast of Colombia that is free of single-use plastics and starts welcoming guests next year. 

    By • Aug. 10, 2022