Brand Strategy: Page 71

  • P&G’s Pritchard says AI, algorithms are improving ad effectiveness

    With more sophisticated in-house teams and the marketer saving millions, Pritchard said agencies will need to “see around corners” more than ever.

    By • Feb. 17, 2023
  • Serena Williams in Rémy Martin's “Inch by Inch” campaign
    Image attribution tooltip
    Courtesy of Rémy Martin
    Image attribution tooltip
    Deep Dive

    A new era for alcohol advertising gets a slow start

    AB InBev ended its 33-year hold on alcohol advertising for Super Bowl LVII, inviting new entrants like Crown Royal and Rémy Martin to capitalize on the hype.

    By • Feb. 17, 2023
  • A person holding a phone with "Ai" and a box that says "prompt" above it. Explore the Trendline➔
    Image attribution tooltip
    Getty Images
    Image attribution tooltip
    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
  • This Is Sportscenter spot
    Image attribution tooltip
    Retrieved from ESPN on February 16, 2023
    Image attribution tooltip
    Column

    Campaign Trail: ESPN revives iconic ‘This Is SportsCenter’ spots

    Creative talent at new agency partner Arts & Letters worked on the campaign during its Wieden+Kennedy days.

    By • Feb. 17, 2023
  • Regina Hall stands with a desk decoy behind the bar as part of a Jameson campaign
    Image attribution tooltip
    Courtesy of Pernod Ricard USA
    Image attribution tooltip

    Jameson serves cardboard ‘desk decoys’ for St. Patrick’s Day to boost PTO

    Regina Hall stars in a humorous campaign informed by a finding that 61% of Americans feel guilty for taking paid time off.

    By • Feb. 16, 2023
  • 7Up's refreshed packaging.
    Image attribution tooltip
    Courtesy of PepsiCo
    Image attribution tooltip

    7Up’s international rebrand seeks to uplift consumers

    The overhaul is the first for the brand in seven years and is meant to help the soda compete with Sprite.

    By • Feb. 16, 2023
  • State Farm's Super Bowl LVII social media hashtag challenge image with Jake From State Farm and Khaby Lame.
    Image attribution tooltip
    Courtesy of State Farm
    Image attribution tooltip

    How social media marketing for Super Bowl LVII performed against traditional ads

    The hashtag #SuperBowlLVII on TikTok collected 225 million views, more than double the game’s TV viewership, according to new findings from Captiv8.

    By • Feb. 15, 2023
  • Fanta Orange campaign
    Image attribution tooltip
    Courtesy of Fanta
    Image attribution tooltip

    Coke promotes Fanta shakeup with mobile game, Gen Z creators

    A reformulation and visual overhaul for the soda is also supported by murals that disperse an orange scent and multi-sensory experiences.

    By • Feb. 14, 2023
  • High angle shot of two business people shaking hands in an office
    Image attribution tooltip
    Getty Images
    Image attribution tooltip

    AOR model declared ‘dead’ as brand needs diversify beyond creative, media

    New business wins at agencies increased 11% in 2022 but the value of that business decreased by 35%, according to a new report by R3.

    By • Feb. 13, 2023
  • Coca-Cola, Move, soda
    Image attribution tooltip
    Courtesy of Coca-Cola
    Image attribution tooltip

    Coca-Cola debuts ‘transformation-flavored’ soda in its latest limited-time offering

    Move, part of its Creations platform, doesn’t promote a flavor, such as cherry or vanilla, but rather a mood.

    By Christopher Doering • Feb. 13, 2023
  • Maya Rudolph in M&M's Super Bowl ad
    Image attribution tooltip
    Retrieved from M&M's on February 13, 2023
    Image attribution tooltip
    Deep Dive

    ‘Safe, lazy, boring’: How Super Bowl LVII ads mostly fumbled

    Celebrity fatigue was prevalent in a night overly reliant on famous faces doing goofy humor, while a handful of emotionally driven spots hit the mark.

    By , • Feb. 13, 2023
  • Cardi B and Offset team for duo meal at McDonald's
    Image attribution tooltip
    Courtesy of McDonald's
    Image attribution tooltip

    McDonald’s readies first-ever duo meal with Cardi B and Offset

    Timed to Valentine's Day, the effort includes tie-ups with dating apps and a kiss cam billboard in Times Square.

    By Chris Kelly and Emma Liem Beckett • Feb. 13, 2023
  • A kitchen painted in neutral shades.
    Image attribution tooltip
    Courtesy of Behr Paint
    Image attribution tooltip

    How Behr Paint connects with millennial homeowners on TikTok

    A competition series, “To DIY For,” highlighted ways in which do-it-yourself projects can bring new life to old objects, boosting the brand’s followers.

    By Aaron Baar • Feb. 13, 2023
  • An executive leads a company meeting inside a boardroom
    Image attribution tooltip
    Getty Images
    Image attribution tooltip

    38% of marketers shift strategy from customer acquisition to loyalty

    While 30% expect higher budgets this year, 54% think resources will remain the same, while the agency outlook is less rosy, per Advertiser Perceptions.

    By • Feb. 10, 2023
  • An image of an Uber Eats courier delivering a meal.
    Image attribution tooltip
    Courtesy of Uber Eats
    Image attribution tooltip

    Uber Eats readies post-checkout ads for Super Bowl LVII launch

    Brands such as Paramount+ will be able to reach app users as they check out during one of the busiest weekends of the year for the delivery service.

    By • Feb. 10, 2023
  • Gorton's Seafood's new Air Fried line of products.
    Image attribution tooltip
    Retrieved from Gorton's Seafood on February 09, 2023
    Image attribution tooltip

    How Gorton’s Seafood is using TikTok for a product launch

    The brand recruited an eight-person team of influencers to create ongoing exclusive content as part of its push toward younger audiences. 

    By Aaron Baar • Feb. 9, 2023
  • Kaley Cuoco and a cast of characters stand in front of a tropical beach background in a Priceline ad.
    Image attribution tooltip
    Retrieved from Priceline on February 09, 2023
    Image attribution tooltip

    Priceline hides travel deals in digital ads running around Super Bowl LVII

    Pre-game spots are complemented by interactive videos that access over $5 million in offers as the travel marketer ramps up a new brand platform.

    By • Feb. 9, 2023
  • State Farm brand mascot Jake poses with TikTok creator Khaby Lame for the company's Super Bowl LVII social media contest.
    Image attribution tooltip
    Courtesy of State Farm
    Image attribution tooltip

    Inside State Farm’s Super Bowl LVII mobile strategy

    As it vies for Gen Z and millennial attention, the insurance company opted against a big game ad in favor of TikTok and the app’s most popular creator.

    By • Feb. 9, 2023
  • A signage of Microsoft is seen on March 13, 2020 in New York City.
    Image attribution tooltip
    Jeenah Moon via Getty Images
    Image attribution tooltip

    Microsoft, Google’s AI race points to shifting search power balance

    Marketers should still take a cautionary approach, as Google’s early hiccups with Bard demonstrate shortcomings with the technology.  

    By • Feb. 9, 2023
  • A blue Snapple cap with a fact printed underneath.
    Image attribution tooltip
    Courtesy of Snapple
    Image attribution tooltip

    Snapple turns to AI for next iteration of brand’s ‘Real Facts’ program

    The beverage brand is inviting consumers to use an OpenAI-powered tool to generate facts, with some appearing under bottle caps in 2024.

    By • Feb. 9, 2023
  • Ben Stiller and Steve Martin pose with Pepsi Zero Sugar
    Image attribution tooltip
    Courtesy of PepsiCo
    Image attribution tooltip

    Pepsi breaks fourth wall in Super Bowl ads satirizing celeb endorsements

    Spots starring Ben Stiller and Steve Martin riff on the night’s typically star-studded commercials to encourage people to try the new Pepsi Zero Sugar.

    By • Feb. 8, 2023
  • Danny DeVito stands in front of a green screen image of space.
    Image attribution tooltip
    Courtesy of Jersey Mike's
    Image attribution tooltip

    Danny DeVito dreams up big game commercial for Jersey Mike’s

    The QSR chain describes what its big game commercial would look like — despite not running one this year.

    By • Feb. 7, 2023
  • Influencer Paris Hilton wears a pink dress against an emerald green background while holding a landline phone up to her ear.
    Image attribution tooltip
    Permission granted by CNW Group/Klarna
    Image attribution tooltip

    Klarna jumps back to Y2K with help from Paris Hilton

    A campaign developed with Hilton’s 11:11 Media reinvents her “That’s hot” catchphrase and references trends from the era, like the velour tracksuit.  

    By • Feb. 7, 2023
  • ZipRecruiter joins forces with Marvel Studios’ “Ant-Man and The Wasp: Quantumania”
    Image attribution tooltip
    Courtesy of ZipRecruiter
    Image attribution tooltip

    ZipRecruiter partners with Ant-Man to showcase job-seeking tech

    The Marvel Studios tie-up spotlights the employment platform’s 1-Click Apply feature and is timed to the release of “Ant-Man and The Wasp: Quantumania.”

    By • Feb. 7, 2023
  • Wendy's shoppable ad via Roku and DoorDash
    Image attribution tooltip
    Courtesy of Roku
    Image attribution tooltip

    Wendy’s first to test Roku, DoorDash deal around shoppable TV ads

    The first-of-its-kind partnership lets DoorDash merchants place click-to-order offers within Roku ads that they can attribute, target and measure.

    By • Feb. 7, 2023
  • A large ensemble belts a tune for Old Spice's new musical theater-inspired ad.
    Image attribution tooltip
    Permission granted by Old Spice
    Image attribution tooltip

    Old Spice reveals first brand mascot as Super Bowl anticipation heats up

    Swaggy Spice, a deodorant stick wearing a hat and sunglasses, is part of a larger “Smelf-Confidence” campaign inspired by Broadway.

    By • Feb. 6, 2023