Brand Strategy: Page 81

  • Truly cracks open love with contest to encourage Valentine's Day first dates
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    Courtesy of Truly
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    Truly cracks open love with contest to encourage Valentine's Day first dates

    Based on consumer research that found 70% of people would go on a first date on Valentine's Day, the hard seltzer brand is using Twitter to reward risk-takers.

    By • Feb. 4, 2022
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    Spencer Platt via Getty Images
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    GameStop plots NFT marketplace with Immutable X partnership

    The retailer is trying to get a jump-start on the next technological iteration of gaming. 

    By Ben Unglesbee • Feb. 4, 2022
  • A data center server room. Explore the Trendline➔
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    sefa ozel via Getty Images
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    Trendline

    AI and Marketing Data

    Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data. 

    By Marketing Dive staff
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    Courtesy of Snap
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    Universal, Snap host virtual concert to promote J-Lo's 'Marry Me'

    Snapchat users were able to see their Bitmoji in the crowd as film stars Jennifer Lopez and Maluma performed as avatars.

    By • Feb. 3, 2022
  • Smirnoff kicks off Super Bowl with watch party for remote Alaskan miners
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    Courtesy of Smirnoff
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    Smirnoff kicks off Super Bowl with watch party for remote Alaskan miners

    The Diageo brand is also running a text-to-win promotion as it activates around the Super Bowl, during which it cannot advertise.

    By • Feb. 3, 2022
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    Courtesy of DoorDash
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    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.
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    ViewApart via Getty Images
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    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
  • Timberland storefront
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    Courtesy of Timberland
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    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
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    Courtesy of Captain Morgan
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    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
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    Thomas Lohnes / Stringer via Getty Images
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    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
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    Courtesy of J.M. Smucker Co.
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    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
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    Bryan Bedder via Getty Images
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    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
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    Courtesy of McDonald’s USA
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    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
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    Courtesy of GUT Mexico City
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    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
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    Courtesy of The Coca-Cola Company
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    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
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    Courtesy of Bush's Beans
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    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
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    Courtesy of Provided in press email by Jake Spitz
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    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
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    Courtesy of Dove
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    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
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    Vadym Pastukh via Getty Images
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    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
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    Courtesy of Hugo Boss
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    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
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    Courtesy of Mars, Incorporated
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    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
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    Permission granted by M&M's
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    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
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    Retrieved from Unilever on November 17, 2020
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    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
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    Courtesy of Groupon
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    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.
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    Courtesy of Miller Lite
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    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
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    oatawa via Getty Images
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    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