Brand Strategy: Page 8
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Courtesy of Dr. Squatch
Unilever acquires Dr. Squatch, valuing brand’s viral marketing to Gen Z men
The DTC grooming upstart was praised by Unilever for its social-first approach, which has recently included racy ads with Sydney Sweeney.
By Peter Adams • June 23, 2025 -
Courtesy of Liquid I.V.
How Liquid I.V.’s marketing supports its growth surge
As it looks to become a $1 billion business, the hydration line recently took over Times Square to establish 4 p.m. as “I.V. O’Clock.”
By Chris Kelly • June 23, 2025 -
Explore the Trendline➔
Spencer Platt via Getty Images
TrendlineMultichannel Optimization
There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.
By Marketing Dive staff -
Adam Bettcher via Getty Images
How ditching Pride now could hurt brands later
Some retailers that once wholeheartedly celebrated and supported the LGBTQ+ community have pulled away. What if they want to rejoin the party?
By Daphne Howland • June 23, 2025 -
Permission granted by Southwest Airlines
Southwest argues seating policy changes are NBD in cheeky new ads
A new campaign uses tongue-in-cheek humor to emphasize that the carrier is not reinventing the wheel in ditching a decades-old open seating approach.
By Peter Adams • June 20, 2025 -
Courtesy of Uber
Uber Advertising brings Ride Offers to international markets
Molson Coors was among the first to see success from the solution, which allows brands to reward Uber passengers with offers on their next trip.
By Aaron Baar • June 20, 2025 -
Courtesy of The Coca-Cola Company
How Coca-Cola’s marketing transformation led to new Smartwater campaign
The brand reteamed with Jennifer Aniston, riffing on how the pair “were never on a break” — a reference to an iconic moment on “Friends.”
By Chris Kelly • June 17, 2025 -
Courtesy of E.l.f. Beauty
E.l.f. brings AI-powered color-matching for makeup to Pinterest
In other artificial intelligence-focused news from Pinterest, it is working with Macy’s to test auto-collages.
By Jessica Hammers • June 17, 2025 -
Spencer Platt via Getty Images
PepsiCo taps VaynerMedia to evolve in-house agency model
A new integrated team weds PepsiCo beverage’s internal brand-building expertise with VaynerMedia’s ability to activate around social media.
By Peter Adams • June 16, 2025 -
Courtesy of General Mills
Why Cinnamon Toast Crunch is giving 2000s nostalgia a moody, deadly spin
The Martin Agency updated the brand’s cannibalistic cereal squares of past ads, amping up dark humor and true crime elements favored by Gen Z.
By Chris Kelly • June 16, 2025 -
Courtesy of Wyndham Hotels & Resorts
Wyndham launches ad campaign in latest loyalty play
“Where There’s a Wyndham, There’s a Way” unites the hotel company’s 25 brands under a single tagline for the first time as it aims to grow loyalty.
By Jenna Graber • June 13, 2025 -
Courtesy of Jack in the Box
Jack in the Box links with T-Pain for Fortnite map, Twitch livestream
The partnership promotes a limited-edition, late-night Munchie Meal and builds on a “So Munch More” platform launched earlier this year.
By Aaron Baar • June 12, 2025 -
Permission granted by Pepsi
Pepsi parodies ‘Share a Coke’ after rival resurrects iconic campaign
Custom Pepsi bottles will be available via a social media giveaway to consumers who post which foods with which they’d #ShareaPepsi.
By Peter Adams • June 12, 2025 -
Courtesy of Newell Brands
Sharpie, Rubbermaid marketer partners with Adobe around generative AI
Newell, the parent of more than 50 consumer brands, is looking to create five times more content while improving marketing efficiency and effectiveness.
By Chris Kelly • June 12, 2025 -
Courtesy of Lowe's
Lowe’s launches creator network to build bonds with millennials, Gen Z
Leading creator MrBeast has joined the effort, which will see the brand serve as exclusive building partner for the second season of “Beast Games.”
By Chris Kelly • June 10, 2025 -
Courtesy of M&M's
M&M’s promotes cross-generational unity with new creative platform
Ads show people of different ages and backgrounds bonding over the candy, which is putting fresh emphasis on the ampersand in its name.
By Peter Adams • June 10, 2025 -
Courtesy of Hyundai Motor America
Hyundai pitches hybrids as ‘Best of Both Worlds’ in Paris, Texas
A separate effort aimed at an African-American audience keys in on how fuel savings can lead to perks like valet parking and “egg money.”
By Chris Kelly • June 9, 2025 -
Courtesy of Walmart
Walmart challenges consumer perceptions with ‘Who Knew?’ campaign
In a 60-second spot set to The Who’s “Who Are You,” “White Lotus” star Walton Goggins dishes on the retailer’s perks following a January brand refresh.
By Jessica Hammers • June 9, 2025 -
Courtesy of Lipton Hard Iced Tea
Lipton Hard Iced Tea unites millennials, boomers over party culture
The social-forward campaign puts a heavy emphasis on content designed to appeal across age groups.
By Sara Karlovitch • June 9, 2025 -
Mario Tama / Staff via Getty Images
Airbnb names new CMO on tails of major platform overhaul
Former Meta and Apple executive Rebecca Van Dyck is taking the reins as the company pushes further into travel services and experiences.
By Peter Adams • June 6, 2025 -
Retrieved from McDonald's on June 03, 2025
McDonald’s goes behind the scenes to hype fan-favorite Snack Wrap return
Led by Wieden+Kennedy New York, the campaign will include a new spot, a Snapchat activation and a web portal that features behind-the-scenes content.
By Chris Kelly • June 5, 2025 -
Courtesy of Chipotle
Chipotle’s brand chief on turning up the heat where brand meets culture
The chain plans to meaningfully ramp up marketing spend as it seeks to bounce back from its first same-store sales decrease since the pandemic.
By Chris Kelly • June 5, 2025 -
Courtesy of Lego
Lego rebuilds Run-DMC’s ‘It’s Like That’ as girls’ empowerment anthem
A campaign responding to persistent gender stereotypes around who gets to be a “builder” comes as inclusion initiatives are under fire.
By Peter Adams • June 4, 2025 -
Courtesy of Dove
How Dove’s first creator-led campaign paves way forward for Unilever
Executives discuss how an effort developed with Edelman fits into Unilever’s plans to shift 50% of ad spend to social media, particularly influencers.
By Chris Kelly • June 4, 2025 -
Permission granted by Instacart
Instacart embraces ‘90s nostalgia with throwback ads and prices
Childhood staples from the era like Bagel Bites are seeing prices slashed this summer as the grocery delivery platform leans into value.
By Peter Adams • June 3, 2025 -
Courtesy of PepsiCo
PepsiCo looks for global audiences with Formula 1 deal
Sting Energy, Gatorade and Doritos will be featured in a deal with a sport that generated more than $2 billion in total sponsorship revenue last year.
By Aaron Baar • June 2, 2025
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