Brand Strategy: Page 79

  • Image attribution tooltip
    Courtesy of DoorDash
    Image attribution tooltip

    Shake Shack hooks up with DoorDash for chicken sandwich-themed dating site

    The brands are linking to help spicy food lovers "eat cute" in time for Valentine's Day with an effort that could generate valuable first-party data.

    By • Feb. 3, 2022
  • Multiracial friends with face masks using tracking app with mobile smart phones.
    Image attribution tooltip
    ViewApart via Getty Images
    Image attribution tooltip

    What marketers can expect in 2022 amid continued uncertainty

    As they make plans for this year and beyond, marketers can rely on the lessons of the past two years as they look forward.

    Feb. 3, 2022
  • A person pulls items out of one paper shopping bag with handles that is on a table next to four similar bags. Explore the Trendline➔
    Image attribution tooltip
    FreshSplash via Getty Images
    Image attribution tooltip
    Trendline

    Retail Marketing

    Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

    By Marketing Dive staff
  • Timberland storefront
    Image attribution tooltip
    Courtesy of Timberland
    Image attribution tooltip

    Timberland steps out with experiential game exploring its history

    TimbsTrails is an immersive digital experience that invites fans on a journey through the brand's history via a blend of stories, art, music and people.

    By Nina Lentini • Feb. 2, 2022
  • Captain Morgan unveils smart punch bowl in time for Super Bowl
    Image attribution tooltip
    Courtesy of Captain Morgan
    Image attribution tooltip

    Captain Morgan unveils smart punch bowl in time for Super Bowl

    Dubbed the "Most Unnecessary, Necessary Invention in the History of Sports," the container displays the score of the game in real time.

    By • Feb. 1, 2022
  • Image attribution tooltip
    Thomas Lohnes / Stringer via Getty Images
    Image attribution tooltip
    Deep Dive

    The path forward for fashion's sustainable future may be affordability

    Sustainability sells, but how can retailers market around the trendy topic when eco-friendly products are often inaccessible to the average consumer?

    By • Feb. 1, 2022
  • Folgers tunes in classic rock to try to perk up brand
    Image attribution tooltip
    Courtesy of J.M. Smucker Co.
    Image attribution tooltip

    Folgers tunes in classic rock to try to perk up brand

    In addition to replacing a widely recognized jingle with Joan Jett's "Bad Reputation," the 170-year-old brand is also playing up its ties to New Orleans.

    By Nina Lentini • Feb. 1, 2022
  • Image attribution tooltip
    Bryan Bedder via Getty Images
    Image attribution tooltip

    Publicis Media furthers DEI bets with multiyear content pact focused on streaming

    A deal with Chicken Soup for the Soul Entertainment kicks off with a Crackle Plus program featuring custom integrations for The General.

    By • Jan. 31, 2022
  • Image attribution tooltip
    Courtesy of McDonald’s USA
    Image attribution tooltip

    McDonald's enlists fashion designer for Lunar New Year celebration in metaverse

    An interactive virtual space displays towering zodiac sculptures by Humberto Leon in the latest sign the chain is committed to exploring the tech frontier.

    By • Jan. 31, 2022
  • Michelob Ultra's streetwear line
    Image attribution tooltip
    Courtesy of GUT Mexico City
    Image attribution tooltip

    Michelob Ultra unveils streetwear line to reflect growing wellness strategy

    The brand teamed with artists to design the shirts while positioning itself as a better-for-you brew to reach younger, more wellness-focused generations.

    By • Jan. 31, 2022
  • Image attribution tooltip
    Courtesy of The Coca-Cola Company
    Image attribution tooltip
    Column

    Campaign Trail: How Coke gives its 130-year-old logo contemporary flair

    Overlaying the 19th century script on richly hued cans balances nostalgia and modernity, a comforting reminder of Coca-Cola's iconic status.

    By • Jan. 28, 2022
  • Image attribution tooltip
    Courtesy of Bush's Beans
    Image attribution tooltip

    Bush's Beans enlists TikTok, Reels creators for Can Film Festival

    The brand is tapping into interest around user-generated content with a livestreamed event that riffs on the Cannes Film Festival.

    By • Jan. 27, 2022
  • A man holding a can of Bud Light NEXT
    Image attribution tooltip
    Courtesy of Provided in press email by Jake Spitz
    Image attribution tooltip

    Bud Light brews up limited-edition NFTs to launch zero-carb beer

    The drop will hit a week before Super Bowl LVI, where the brand is also running a TV spot for the better-for-you Bud Light Next.

    By • Jan. 27, 2022
  • Image attribution tooltip
    Courtesy of Dove
    Image attribution tooltip

    Dove highlights hair discrimination in latest purpose-driven effort

    A short film comes on the heels of a reorganization of parent company Unilever that arrived amid mounting investor criticism about the marketer's priorities.

    By Nina Lentini • Jan. 27, 2022
  • Image attribution tooltip
    Vadym Pastukh via Getty Images
    Image attribution tooltip
    Opinion

    Why 2022 shouldn't be '2020, too' for the events industry

    The year ahead offers event marketers a chance to flex the muscle they've built for finding creative solutions to unforeseeable obstacles, writes Media.Monks' Rachel Polin.

    By Rachel Polin • Jan. 27, 2022
  • Image attribution tooltip
    Courtesy of Hugo Boss
    Image attribution tooltip

    Hugo Boss shifts gears with major rebranding

    In comeback mode, the company unveiled logo updates and celebrity marketing campaigns aimed at younger consumers.

    By Daphne Howland • Jan. 27, 2022
  • Image attribution tooltip
    Courtesy of Mars, Incorporated
    Image attribution tooltip

    M&M's celebrates iconic albums in packaging play following controversial rebrand

    Artists recognized range from David Bowie to Rosalía in a bid to represent fan bases of different cultural backgrounds and generations. 

    By • Jan. 26, 2022
  • M&M's character roster retrieved by Marketing Dive on Jan. 19, 2022
    Image attribution tooltip
    Permission granted by M&M's
    Image attribution tooltip

    What a raft of CPG rebrands portend for marketer priorities in 2022

    M&M's, Anheuser-Busch and Coca-Cola refreshes serve as a reminder that marketers can connect purpose to brand identity — if it's authentic.

    By • Jan. 26, 2022
  • Unilever flag
    Image attribution tooltip
    Retrieved from Unilever on November 17, 2020
    Image attribution tooltip

    Unilever realigns focus on product categories amid claims it's lost its way

    The CPG giant changed its structure following withering criticism of its progressive bent and a botched takeover bid for GSK's consumer health unit.

    By • Jan. 25, 2022
  • Image attribution tooltip
    Courtesy of Groupon
    Image attribution tooltip

    Groupon invites fans to Gronk's house for Super Bowl party

    Promoted with an ad on YouTube, Groupon's experiential activation highlights the type of experiences offered on its marketplace.

    By Nina Lentini and Chris Kelly • Jan. 25, 2022
  • An image of a Miller Lite can in an animated format.
    Image attribution tooltip
    Courtesy of Miller Lite
    Image attribution tooltip

    Miller Lite skirts Super Bowl ad block with metaverse bar

    The Meta Lite Bar will open its virtual doors in Decentraland on Feb. 7, giving patrons the chance to win $500 in cash — not cryptocurrency.

    By • Updated Feb. 2, 2022
  • Person with finger on a phone perusing consumer goods
    Image attribution tooltip
    oatawa via Getty Images
    Image attribution tooltip
    Deep Dive

    Can retailers grab more CPG ad dollars without repeating digital media’s mistakes?

    While firmly in a boom time — U.S. spending on retail media doubled between 2020-21 — the category contends with saturation and bumpy transitions.

    By • Jan. 25, 2022
  • Image attribution tooltip
    Courtesy of Patron Tequila
    Image attribution tooltip

    Patrón turns to a DTC spirits marketplace to release its first NFT

    BlockBar.com users who purchase the NFT from Patrón can either sell it or redeem it for a bottle of Chairman's Reserve, which is limited to 150 bottles.

    By • Jan. 24, 2022
  • Image attribution tooltip
    Courtesy of Acura
    Image attribution tooltip

    Acura's racing anime series aims to draw young premium drivers

    "Chiaki's Journey" spans four episodes that appear on YouTube and partner platforms such as Crunchyroll, a dedicated anime streamer.  

    By • Jan. 21, 2022
  • Image attribution tooltip
    Courtesy of PepsiCo
    Image attribution tooltip

    Pepsi gathers Super Bowl Halftime Show all-stars in cinematic trailer

    A multiweek media push shows the brand throwing a spotlight on an impressive range of talent, including through tie-ins to its new mobile app.

    By • Jan. 20, 2022
  • Image attribution tooltip
    Courtesy of Mars, Incorporated
    Image attribution tooltip

    M&M's updates branding — including mascots — to put inclusivity front and center

    In partnership with BBDO New York, the marketer will foreground messages of unity and welcoming while preserving the brand's "jester wit and humor."

    By • Jan. 20, 2022