Brand Strategy: Page 80
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Morsa Images via Getty Images
OpinionTop trends that will shape media strategy in 2022
Marketers must be ready to shift alongside evolving consumer habits, tech and economics, writes Merkle's Jennifer Mandeville.
By Jennifer Mandeville • Jan. 20, 2022 -
Courtesy of The Coca-Cola Company
Coca-Cola refreshes can designs to highlight flavor portfolio
The brand hopes to modernize and simplify the look of its packaging to help consumers distinguish between a growing range of Coke products.
By Chris Kelly • Jan. 20, 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 Kraft Heinz
Oscar Mayer's 'bologna-inspired' face masks poke fun at self-care
Closely resembling deli meat, the product is meant to evoke childhood memories of playing with food while offering actual skincare benefits.
By Peter Adams • Jan. 19, 2022 -
Courtesy of Anheuser-Busch
Anheuser-Busch updates logo to match forward-looking brand purpose
The refreshed "A&Eagle" logo is the next step in the company's renewed focus on consumer-centricity and a commitment to innovation.
By Chris Kelly • Jan. 19, 2022 -
Retrieved from Samsung Electronics America on January 14, 2022
As events again go virtual, marketing takeaways from a timely metaverse activation
Publicis worked with Samsung on a Decentraland experience that proved prescient as CES saw major exhibitors and attendees pull out last minute due to omicron concerns.
By Peter Adams • Jan. 19, 2022 -
Courtesy of Walmart
Walmart signals metaverse plans with trademark applications around virtual goods, NFTs
While plenty of companies are eyeing the tech, a potentially large push from the retailer could go a long way in spurring mainstream consumer adoption.
By Peter Adams • Jan. 18, 2022 -
Courtesy of DoorDash
Deep DiveCan restaurant marketers get digital right while facing panoply of pressures?
Amid labor, supply chain and inflationary issues, 2022 will be a year of increased pressure to deliver on fronts that span media, ordering and loyalty.
By Chris Kelly • Jan. 18, 2022 -
Courtesy of Marriott International, Inc.
Marriott seeks TikTok creators to drive content around loyalty program
Marriott Bonvoy TikTok Correspondents will creatively document everything they encounter on social media, reinforcing how essential travel can be.
By Nina Lentini • Jan. 18, 2022 -
Permission granted by Emarsys
Sponsored by EmarsysThree unPredictions to help create exceptional customer and team experiences
Why marketing automation will free up your marketing team and help you scale real-time personalization.
By Meghann York, Global Head of Product Marketing, Emarsys/SAP • Jan. 18, 2022 -
Courtesy of Immortals
Progressive inks esports naming rights deal in latest sign of category's maturation
Regular sponsored Twitch streams and a shared space with Immortals in Minecraft demonstrate how media tactics differ from traditional sports tie-ups.
By Peter Adams • Jan. 14, 2022 -
Courtesy of Ferrero North America
Tic Tac inspires kindness and connection via AR messaging
The activation is tied to limited-edition packs featuring positive messages like "Keep Your Day In Mint Condition" and "Up For An Adventure?"
By Chris Kelly • Jan. 13, 2022 -
Courtesy of Campbell Soup Company
Campbell's teams with experiential toy company Camp on candles, activity guides
The tie-up comes as parents seek ways to keep their children entertained, whether stuck inside due to cold weather or pandemic-related school closures.
By Chris Kelly • Jan. 13, 2022 -
Retrieved from Starbucks on May 22, 2020
Starbucks commits to a more diverse supply chain
To improve representation in its paid media, the chain will allocate 15% of its ad budget to minority-owned and targeted media companies in the next year.
By Alicia Kelso • Jan. 12, 2022 -
Courtesy of Gap
Gap taps Frank Ape creator for NFT drop focused on spreading positivity
Making its first crack at the crypto format, the retail brand is trying to gauge what consumers want out of a more digitally-led world.
By Peter Adams • Jan. 12, 2022 -
Courtesy of Avocados From Mexico
Avocados from Mexico fuses branding, performance marketing for Super Bowl return
A virtual home experience hosted by Drew Brees speaks to a larger premium on e-commerce and first-party data acquisition.
By Peter Adams • Jan. 11, 2022 -
Sean Gallup / Staff via Getty Images
Cancel culture: Trouble for brands or just noise?
Though cancel culture has proliferated across society, fueled by social media and divisive partisanship, it impacts people more than brands, Forrester finds.
By Nina Lentini • Jan. 11, 2022 -
Dia Dipasupil via Getty Images
Deep DiveLooking ahead: 9 trends that will steer marketing in 2022
Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.
By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Jan. 11, 2022 -
StockEU/Shutterstock.com
Sponsored by PavedWhy newsletter sponsorships are the future of targeted advertising
Discover why newsletter sponsorships are taking over the advertising industry.
Jan. 10, 2022 -
Courtesy of Oreo
Oreo rewinds to 2007 with Blockbuster takeover promoting Cakesters return
Collaborating with the last standing location of the video-rental store aligns with other experiential activations that have leaned on fondness for past decades.
By Peter Adams • Jan. 7, 2022 -
Courtesy of P&G
P&G takes first step into the metaverse with BeautySphere
At CES, the CPG giant joined other marketers on the nascent virtual landscape with an experience tied to its purpose-driven efforts.
By Chris Kelly • Jan. 6, 2022 -
Courtesy of Frito-Lay
Frito-Lay and Rick Astley renounce New Year's deprivations
Focused on leaning into what brings joy, "New Year, New You" gives TikTok users an opportunity to duet on the singer's hit "Never Gonna Give You Up."
By Nina Lentini • Jan. 5, 2022 -
Courtesy of Lexus
Lexus offers spin on hustle culture with digital-heavy campaign
Promoting its NX line, the automaker is emphasizing channels like esports and streaming that cater to a busy, more diverse audience.
By Peter Adams • Jan. 4, 2022 -
Retrieved from Ford on December 22, 2021
Deep DiveThe road ahead: How legacy auto brands will level the EV playing field in 2022
After setting the stage with lofty product announcements, carmakers will focus on value, range and brand heritage to close the gap with disrupters like Tesla.
By Peter Adams • Jan. 4, 2022 -
Courtesy of Walmart
Retailers tailor holiday paid social to Gen Z, with YouTube grabbing biggest spend
The findings show Gen Z wields growing purchasing power and is more comfortable buying through apps like YouTube and Instagram as social commerce booms.
By Peter Adams • Dec. 23, 2021 -
Retrieved from Under Armour on December 22, 2021
Under Armour's 'wearable' NFTs honor Steph Curry shattering 3-point record
A collection dedicated to the NBA star and brand ambassador integrates across multiple platforms, including VR space Decentraland.
By Peter Adams • Dec. 22, 2021
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