Brand Strategy: Page 8

  • U.S. President Donald Trump holds up a chart while speaking during a "Make America Wealthy Again" trade announcement in the Rose Garden at the White House on April 2, 2025.
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    Chip Somodevilla via Getty Images
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    How CMOs can stay reactive as Trump tariff chaos threatens budgets

    Industry decision-makers must embrace a willingness to scrap some of their plans and reassess what makes commercial sense, analysts say.

    By • April 4, 2025
  • Bloomberg Contextualist campaign
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    Courtesy of Bloomberg Media
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    Column

    Campaign Trail: ‘Brutalist’ director helms Bloomberg’s ‘Contextualist’ ads

    Director Brady Corbet made his commercial debut with three spots that turn idioms into insights in a campaign by Wieden+Kennedy New York.

    By • April 4, 2025
  • Artificial intelligence helping businessman make strategy and forecast. Explore the Trendline➔
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    zhuweiyi49 via Getty Images
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    Trendline

    Top 5 stories from Marketing Dive

    From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here’s a look at key trends driving marketing in 2025.

    By Marketing Dive staff
  • A bottle of Captain Morgan is poured over a lime-green backdrop from a bird's eye view
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    Permission granted by Captain Morgan
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    Marketers are moving at the speed of culture — but can they define it?

    Culture has become a central part of brand strategy for companies like Diageo even as definitions remain fuzzy, executives said at an event on April 2.

    By • April 3, 2025
  • Special K boxes
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    Permission granted by Kellanova
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    How Kellanova’s clean room is improving targeting and lifting sales

    The CPG marketer reworked creative and media plans to help turn around Special K in the U.K. and is using the same approach for brands like Pringles.

    By • April 3, 2025
  • Harry's grooming products on a sink
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    Courtesy of Harry’s
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    Harry’s resets brand with push beyond product-focused marketing

    The DTC innovator worked with creative agency Zulu Alpha Kilo on a campaign while Mythology developed the brand refresh with support from Collins.

    By • April 2, 2025
  • Nicola Coughlan for Olaplex
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    Courtesy of Olaplex
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    Why Olaplex is leading with emotion for its latest refresh, campaign

    CMO Katie Gohman explains how talent like “Bridgerton” star Nicola Coughlan is key to connecting with both salon pros and everyday consumers.

    By • April 2, 2025
  • A woman shops for yogurt
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    Joe Raedle via Getty Images
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    Trader Joe’s roasts in-store retail media

    In a recent podcast, company leaders emphasized that their marketing model focuses on human interaction, not robots and screens.

    By Peyton Bigora • April 1, 2025
  • Two people sit at a tiled table inside a Chili's with an Awesome Blossom in front of them.
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    Courtesy of Chili’s
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    Chili’s serves up ‘Office’ nostalgia at new Scranton location

    The Pennsylvania location arrives as the workplace comedy, which stopped airing over a decade ago, continues to resonate strongly with consumers.

    By • March 31, 2025
  • Five Pepsi cans
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    Courtesy of PepsiCo
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    PepsiCo names new US beverages CMO amid soda category disruption

    Mark Kirkham, a 14-year company veteran, is taking over the role long held by Greg Lyons as PepsiCo ramps up a focus on better-for-you offerings.

    By • March 31, 2025
  • Hellmann's "Ketchup Currency" campaign imagery
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    Courtesy of Hellmann’s
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    Hellmann’s turns ketchup into currency to push mayo, fries combo

    Consumers can use the cameras on their mobile devices to scan spare ketchup packets and generate a coupon for Hellmann’s Mayonnaise.

    By • March 31, 2025
  • Juno Temple and Myles Garrett in an Oikos Super Bowl ad
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    Courtesy of Danone
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    Q&A

    Danone’s CMO on adapting advertising as GLP-1 upends the food industry

    Linda Bethea details how the marketer of brands including Oikos and Silk is approaching artificial intelligence and emerging channels like Pinterest.

    By • March 31, 2025
  • Woman with shopping cart stepping out of store
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    FRAME Studios

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    Sponsored by GSTV

    Amplify campaign reach and avoid the retail media tax with on-the-go video advertising

    How to leverage a more efficient method for your ad spend and maximize your consumer reach.

    March 31, 2025
  • Doechii appears on Hot Ones with a Jack in the Box segment
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    Retrieved from First We Feast on March 20, 2025
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    How Jack in the Box is working its brand into ‘Hot Ones,’ ‘Call Her Daddy’

    Agency TBWA\Chiat\Day Los Angeles is looking beyond quirky TV ads to drive cultural impact for a new “So Munch More” brand platform. 

    By • March 28, 2025
  • Busy Phillips holds a pizza box in a California Pizza Kitchen campaign
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    Courtesy of California Pizza Kitchen
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    Why California Pizza Kitchen faked a midlife crisis with a rebrand stunt

    CMO Dawn Keller explains why a social-first approach is required for a brand that doesn’t have a massive advertising budget.

    By • March 27, 2025
  • Actress Parker Posey for Gap's spring 2025 campaign.
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    Courtesy of Gap
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    Gap Inc. CEO: ‘If you’re relevant enough it eventually drives revenue’

    The flagship brand has been working to insert itself back into the cultural conversation with dance-focused ads starring Troye Sivan and Parker Posey.

    By Cara Salpini • March 26, 2025
  • Three people hold personalized bottles of Coca-Cola
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    Courtesy of The Coca-Cola Company
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    Coke refreshes ‘Share a Coke’ to reach Gen Z with digital experiences

    The effort includes a QR code-powered digital hub and a digital experience that can help consumers create and share videos.

    By • March 26, 2025
  • Two cars, one flipped on top of the other, drive down a desert highway in a new ad from Twix.
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    Permission granted by Twix
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    Twix ditches left-right divide for new brand position around unity

    The $70 million effort acknowledges young consumers are sick of polarization and capitalizes on the growing fondness for maximalism.

    By • March 26, 2025
  • Minecraft avatars stand in front of a galactic backdrop.
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    Courtesy of Walmart
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    Walmart builds gaming experience, merch tied to ‘A Minecraft Movie’

    The launch of a Minecraft Java server and accompanying Discord presence allows consumers to interact with the retailer in an immersive way.

    By • March 25, 2025
  • JCPenney VaynerMedia logos
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    Courtesy of JCPenney
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    JCPenney embraces social-first marketing with VaynerMedia hire

    The department store chain will take advantage of services like a social influencer seeding offering intended to boost relevance.

    By • March 25, 2025
  • H&M and Charli XCX takeover Times Square
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    Courtesy of H&M
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    Inside H&M’s digital relaunch and approach to multichannel experiences

    Head of Digital Jenn Volk explains how the retailer reimagined digital to increase brand storytelling around moments like its Charli XCX collaboration.

    By • March 25, 2025
  • Kristen Bell for Estée Lauder's "Beauty Sleep Dupe" campaign.
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    Courtesy of Estée Lauder
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    Estée Lauder dupes beauty sleep with Kristen Bell for global campaign

    The effort promotes the brand’s Advanced Night Repair Serum as a solution for poor sleepers and will span digital, social media and retail platforms.

    By • March 24, 2025
  • Two men relax in lawn chairs on the roof of a building, one holds a bottle of Corona.
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    Courtesy of Corona
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    Corona embodies the spirit of the beach in new brand platform

    Set to premiere on MLB’s opening day, “La Playa Awaits” features extensive sports integrations and embraces Mexican beach culture.

    By • March 24, 2025
  • McDonald's Minecraft
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    Permission granted by McDonald’s
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    McDonald’s mascots land in Minecraft to tap into video game fandom

    New ads, meal collectibles and in-game skins see McDonaldland icons get “blockified” in anticipation of the Minecraft movie adaptation.

    By • March 21, 2025
  • Hostess
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    Retrieved from Hostess on March 20, 2025
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    Hostess speaks the language of snacks with pun-heavy brand platform

    The campaign, which follows a packaging overhaul, includes activations aimed at driving cultural impact, such as one timed to weed holiday 4/20.

    By • March 20, 2025
  • Pizza Hut Hutty
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    Courtesy of Pizza Hut
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    Pizza Hut introduces second-screen mobile companion for March Madness

    The digital experience can be accessed via Instagram and leverages Meta AI to dish out real-time game reactions, hot takes and exclusive offers.

    By Aaron Baar • March 20, 2025