Brand Strategy: Page 76
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Courtesy of Molson Coors
Peroni appeals to millennials' wanderlust as it looks for US foothold
As the imported beer market grows, the Italian brand is betting on millennials to help it build on recent momentum.
By Sara Karlovitch • March 15, 2022 -
Courtesy of Walmart
IPG's Momentum to track environmental impact as experiential bounces back
Implementing a new tool called Trace with industry action group Isla, the agency hopes to halve its carbon footprint by 2030.
By Peter Adams • March 14, 2022 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Courtesy of Spotify Media Kit
How podcasts are helping brands meet DEI commitments
Multicultural podcast agency Pod Digital Media recently inked an eight-figure deal with McDonald's as the brand invests in diverse media.
By Chris Kelly • March 14, 2022 -
Portra via Getty Images
Opinion4 ways CPG marketers can move from 'liquid in a bottle' to service-led approach
Understanding how marketing is shifting will help brands stay relevant in an evolving world, writes James Lancaster of Reckitt.
By James Lancaster • March 14, 2022 -
Courtesy of General Mills
General Mills suspends marketing in Russia, a small piece of its business
The company doesn't wholly own any operations in the region, but marketers viewed as dragging their feet in response to the crisis have faced intense consumer pressure.
By Peter Adams • March 14, 2022 -
Courtesy of Edgewell Personal Care
Schick ditches the script for rebrand targeted at everyday men
Black-and-white videos profile real people sharing what facial hair means to them, while the marketer is refreshing its logo, website and packaging.
By Peter Adams • March 11, 2022 -
Courtesy of Miller Lite
Miller Lite elevates minority voices in esports via renewed Complexity Gaming partnership
As the esports industry grows, the beer brand deepens its partnership with an established esports team.
By Sara Karlovitch • March 11, 2022 -
Courtesy of Chili's
Chili's opens e-commerce shop to celebrate 47th birthday
The chain is beefing up a channel overlooked by full-service restaurants to engage fans who follow the brand on Instagram and have its rewards app.
By Chris Kelly • March 11, 2022 -
Courtesy of Ruggable
ColumnCampaign Trail: Ruggable rejects restrictions in debut brand effort
"Take the Floor" marks the DTC brand's first national campaign and emphasizes the freedom of being at home.
By Natalie Black (Koltun) • March 11, 2022 -
Courtesy of Infiniti
Waze and Infiniti direct traffic to women-owned businesses
Debuting around Women's History Month, "Pave it Forward" also highlights historical landmarks on drivers' routes.
By Sara Karlovitch • March 10, 2022 -
Courtesy of Acura
Acura rolls into metaverse with NFT, first virtual showroom
Fans can explore the Integra's features in Acura of Decentraland, play a racing game and browse a new wearable collection designed by an NFT artist.
By Natalie Black (Koltun) • March 10, 2022 -
Courtesy of Dollar Shave Club
Dollar Shave Club signs 'chin-fluencer' to NIL deal for March Madness
The effort is part of the Unilever brand's "Noticeably Smooth" campaign, which also features a quirky mafia-themed spot that will air during the tournament.
By Chris Kelly • March 10, 2022 -
Retrieved from Bushmills Irish Whiskey on March 10, 2022
Bushmills picks up the tab for 'Peaky Blinders' fans for St. Patrick's Day
A tie-up with the gritty period drama, now in its final season, includes redemption offers at local bars when visitors order a "Shelby Sour" cocktail.
By Peter Adams • March 10, 2022 -
Courtesy of Degree
Degree looks to close gender 'bracket gap' during March Madness
The Unilever brand's purpose-driven effort is informed by research that found only 12% of people filled out an NCAA Women's tournament bracket last year.
By Chris Kelly • March 9, 2022 -
Courtesy of William Grant & Sons
Tullamore Irish whiskey aims to correct common misspelling of St. Paddy's Day
A partnership with popular American butcher Pat LaFrieda reminds customers it's not St. Patty's Day.
By Sara Karlovitch • March 9, 2022 -
Mario Tama via Getty Images
P&G stops marketing in Russia as pressure on consumer brands intensifies
The CPG giant is also culling its product offerings in the country, while still providing basic health, hygiene and personal care items.
By Peter Adams • March 8, 2022 -
Courtesy of Gap Inc.
Gap champions individuality, self-expression for spring push
Extending the campaign's reach offline, designer Dapper Dan will debut a special "Dap Gap" hoodie, nodding to the classic sweatshirt from the '90s.
By Natalie Black (Koltun) • March 8, 2022 -
Courtesy of Burger King
Deep DiveHow QSR marketers are riding the plant-based food wave
Marketing plant-based foods, whether made in-house or with industry partners, comes with its own challenges as chains stay true to their brands.
By Chris Kelly • March 8, 2022 -
Stock Photo via Getty Images
OpinionGeneration Alpha: Who are they?
Investing early in understanding and building loyalty within the cohort will pay off for brands as this predicted "wealthiest generation" grows up, writes Merkle's Jennifer Mandeville.
By Jennifer Mandeville • March 8, 2022 -
Courtesy of Kraft Heinz Company
Kraft Mac & Cheese teams with Netflix for star-studded film deal
Ryan Reynolds' "The Adam Project" will feature the brand, further integrating the food marketer into pop culture.
By Sara Karlovitch • March 7, 2022 -
Retrieved from Epic Games on July 02, 2018
Can marketers crack the code on gaming as audiences diversify?
The IAB's upcoming PlayFronts — the first upfront event of its kind — speaks to new levels of maturity in media buying for a category whose player base is now 45% women.
By Peter Adams • March 7, 2022 -
Courtesy of PepsiCo
Pepsi scouts next pop star in new show spanning TikTok, TV
"Becoming a Popstar" airs on MTV and features eight TikTok stars competing to create original songs and music videos that play on the app's features.
By Sara Karlovitch • March 7, 2022 -
Courtesy of Anheuser-Busch
AB InBev's Estrella Jalisco will pay someone to quit their job
In a nod to the "Great Resignation," a new campaign urges young people to live life authentically by pursuing their passion.
By Sara Karlovitch • March 7, 2022 -
Kenny Holston via Getty Images
Ukraine war tests whether marketers can address crisis meaningfully
Eight in 10 people surveyed by Gartner want to see brands take an action, but typical moves like making a statement or pausing marketing activity ranked low.
By Peter Adams • Updated March 4, 2022 -
Courtesy of Frito-Lay North America
Cheetos goes touchless in hands-free pop-up at SXSW
A "Hands-Free House" will be available as both an in-person and digital experience centered around Cheeto dust.
By Sara Karlovitch • March 4, 2022
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