Brand Strategy: Page 7

  • A collection of Samyang Buldak products
    Image attribution tooltip
    Courtesy of Samyang
    Image attribution tooltip

    How instant-ramen marketer Samyang built Gen Alpha’s favorite brand

    The maker of Buldak has quickly ramped up an agile marketing team in the U.S. to turn popularity on social media into real-life results.

    By • March 3, 2025
  • 12-pack of 12oz Sprite Chill
    Image attribution tooltip
    Courtesy of Sprite
    Image attribution tooltip

    Why Sprite is making Chill a permanent part of its brand portfolio

    Sprite brand director Kate Schaufelberger details how last year's sales benchmarks made the shift from LTO to permanent addition a “no-brainer.”

    By • March 3, 2025
  • A data center server room. Explore the Trendline➔
    Image attribution tooltip
    sefa ozel via Getty Images
    Image attribution tooltip
    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
  • DSW store
    Image attribution tooltip
    Retrieved from DSW on February 26, 2025
    Image attribution tooltip

    How DSW’s CMO is overhauling the brand for a new age of retail

    Sarah Crockett detailed her approach to rehabilitating the brand during a keynote presentation at the eTail Palm Springs conference.

    By • Feb. 28, 2025
  • Venus Williams for WeWard
    Image attribution tooltip
    Courtesy of WeWard
    Image attribution tooltip

    WeWard lines up Venus Williams to stand out in fitness app crowd

    Venus Williams has signed on as an investor and brand ambassador for the app, which incentivizes walking by offering rewards.

    By Aaron Baar • Feb. 27, 2025
  • A trio of cartoon characters stand against a purple cityscape in a promo image for Walmart Unlimited
    Image attribution tooltip
    Permission granted by Walmart
    Image attribution tooltip

    Walmart weds gaming, commerce closer together with interactive series

    Walmart Unlimited’s commerce hub is powered by a new software development kit the retailer hopes to bring to other Unity-based games.

    By • Feb. 27, 2025
  • Jennifer Aniston for SkinnyPop
    Image attribution tooltip
    Retrieved from SkinnyPop on February 26, 2025
    Image attribution tooltip

    SkinnyPop shows off brand refresh in comedic campaign with Jennifer Aniston

    The “Popular for a Reason” campaign leverages Hershey’s advertising partnerships for maximum reach and includes an Oscars integration.

    By • Feb. 27, 2025
  • Actress Parker Posey for Gap's spring 2025 campaign.
    Image attribution tooltip
    Courtesy of Gap
    Image attribution tooltip

    Gap and Parker Posey celebrate self-expression in spring campaign

    “Feels like Gap” sees the actress star in a 90-second spot that will be amplified across digital, social media and out-of-home channels. 

    By • Feb. 27, 2025
  • Chipolte's Carnitas Cinema experience in Roblox
    Image attribution tooltip
    Courtesy of Chipotle
    Image attribution tooltip

    Chipotle debuts national TV ad on Roblox to promote sustainability

    Created by Venables Bell & Partners, the effort demonstrates how the chain is working to link gaming, content and real-world rewards.

    By • Feb. 26, 2025
  • A photo of an IHOP sign
    Image attribution tooltip
    Bruce Bennett via Getty Images
    Image attribution tooltip

    IHOP in-houses creative as part of bid to return to cultural relevance

    The diner chain is also in-housing social duties under new marketing leadership after previously working with The Brand Amp. 

    By • Feb. 26, 2025
  • A person in an apparel store can be seen through a Black Friday sign in a store window.
    Image attribution tooltip
    Kena Betancur via Getty Images
    Image attribution tooltip

    Retail media’s impact on holiday advertising rises: Sensor Tower

    The category delivered record ad impressions last year, with specialty retailers like Chewy and non-retailers like Uber seeing the largest gains. 

    By • Feb. 25, 2025
  • A basketball player cuts down the net in a Powerade ad
    Image attribution tooltip
    Courtesy of Powerade
    Image attribution tooltip

    How Powerade’s March Madness campaign takes aim at Gatorade

    CMO Tom Gargiulo explains how “It Takes More To Get This Far” seeks to build on the Coca-Cola brand’s recent momentum.

    By • Feb. 25, 2025
  • Anthony Edwards and Kevin Garnett for Sprite
    Image attribution tooltip
    Courtesy of Sprite
    Image attribution tooltip
    Column

    Campaign Trail: Sprite locks in NBA stars Anthony Edwards, Kevin Garnett

    Johannes Leonardo helped craft a social-first campaign that captures true-to-life conversations between stars from different generations.

    By • Feb. 21, 2025
  • A group of women sitting at a table watch a presentation for Dove's new moist-themed mascot and advertising.
    Image attribution tooltip
    Retrieved from Dove US on February 20, 2025
    Image attribution tooltip

    Dove’s first crack into humorous ads riffs on ‘moist’ aversion

    A new spot sees the Unilever brand experiment beyond purpose-driven marketing and will extend to social platforms like YouTube and Instagram.

    By • Feb. 20, 2025
  • Dollar Shave Club products
    Image attribution tooltip
    Courtesy of Dollar Shave Club
    Image attribution tooltip

    Why Dollar Shave Club picked a CRM purpose-built for consumer brands

    A new offering from Klaviyo is billed as the only customer relationship management platform built for consumer brands, not B2B firms.

    By • Feb. 20, 2025
  • Apps for generative AI tools, including ChatGPT, Gemini and Copilot, are pictured on an Apple iPhone on Aug. 22, 2024 in Toronto, Canada.
    Image attribution tooltip
    Kenneth Cheung via Getty Images
    Image attribution tooltip

    27% of CMOs remain reluctant to adopt generative AI: Gartner

    A similar share of those surveyed see little to no benefit from the technology when it comes to cost reduction, customer service and scalability.

    By • Feb. 19, 2025
  • Nike Skims logo
    Image attribution tooltip
    Courtesy of Nike
    Image attribution tooltip

    Nike launches brand with Kim Kardashian’s Skims

    Nike’s partnership with Skims builds on a yearslong effort to connect more deeply with female shoppers.

    By Cara Salpini • Feb. 18, 2025
  • Elmo and runners for On
    Image attribution tooltip
    Courtesy of On
    Image attribution tooltip

    On and Elmo encourage a softer approach to running

    The athletic brand’s campaign takes a gentle approach to sports, in contrast to Nike’s recent focus on the costs of winning.

    By Aaron Baar • Feb. 18, 2025
  • Simply Pop line-up
    Image attribution tooltip
    Courtesy of Coca-Cola
    Image attribution tooltip

    How Coca-Cola is marketing Simply Pop, its first prebiotic soda

    As consumers increasingly reach for better-for-you options, the beverage giant is entering a market dominated by brands like Poppi and Olipop.

    By • Feb. 18, 2025
  • A man wearing a cowboy hat rides a giant margarita shaker.
    Image attribution tooltip
    Courtesy of Brinker International
    Image attribution tooltip

    Chili’s rides with NASCAR, Lifetime to push margaritas with music, TV

    Two very different campaigns look to broaden the company’s consumer base in an effort to continue its wave of success.

    By • Feb. 13, 2025
  • Anitta for True Religion
    Image attribution tooltip
    Retrieved from True Religion on February 11, 2025
    Image attribution tooltip

    True Religion centers on authenticity for ‘Own Your True’ brand platform

    The effort includes a tie-up with pop star Anitta and comes weeks after private equity firm Acon Investments bought a controlling stake in the brand.

    By Aaron Baar • Feb. 13, 2025
  • Charli D’Amelio, Anthony Davis and Paige Bueckers for CeraVe
    Image attribution tooltip
    Courtesy of CeraVe
    Image attribution tooltip

    How CeraVe’s latest culture-hacking campaign brings ‘medutainment’ to ‘SNL’

    The L’Oréal skincare brand is returning to its influencer-heavy Super Bowl marketing playbook from last year to boost a new anti-dandruff product.

    By • Feb. 13, 2025
  • Chris O'Dowd in an ad for Califia Farms
    Image attribution tooltip
    Courtesy of Califia Farms
    Image attribution tooltip

    Califia Farms drops purpose-driven ‘Green Album’ to boost plants, people

    The plant-based beverage brand teamed with actor Chris O’Dowd for a collection of positive affirmations and its latest campaign.

    By • Feb. 12, 2025
  • A line of people form outside of Welch's Zero Bodega pop-up experience in New York City
    Image attribution tooltip
    Permission granted by Welch's
    Image attribution tooltip
    Q&A

    Welch’s CMO on shaking off staid marketing, embracing experiential

    Scott Utke, who says Welch’s previously underspent on marketing, has led an ambitious rebrand and is in the midst of retooling its agency roster. 

    By • Feb. 12, 2025
  • Aliyah Boston and her mother appear in an Adidas ad
    Image attribution tooltip
    Courtesy of Adidas
    Image attribution tooltip

    Adidas tackles sports sideline pressures with ‘You Got This’ campaign

    An effort launching just days after rival Nike’s splashy Super Bowl ad features star athletes and amateurs overcoming moments of self-doubt.

    By • Feb. 11, 2025
  • Gymnast Jordan Chiles appears in a Nike ad
    Image attribution tooltip
    Courtesy of Nike
    Image attribution tooltip
    Deep Dive

    Just did it: Women-focused Super Bowl LIX ads score as other marketers falter

    Nike’s first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing.

    By , • Feb. 10, 2025