Brand Strategy: Page 82

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    Courtesy of Patron Tequila
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    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
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    Courtesy of Acura
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    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
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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 PepsiCo
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    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
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    Courtesy of Mars, Incorporated
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    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
  • Boy looking at mother using digital tablet. Woman sitting with son at table in kitchen. She is working from home.
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    Morsa Images via Getty Images
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    Opinion

    Top 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
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    Courtesy of The Coca-Cola Company
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    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 • Jan. 20, 2022
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    Courtesy of Kraft Heinz
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    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 • Jan. 19, 2022
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    Courtesy of Anheuser-Busch
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    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 • Jan. 19, 2022
  • Samsung's 837X Decentraland experience from CES 2022 retrieved by Marketing Dive on Jan. 14, 2022
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    Retrieved from Samsung Electronics America on January 14, 2022
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    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 • Jan. 19, 2022
  • Walmart transforms stores to focus on digital.
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    Courtesy of Walmart
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    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 • Jan. 18, 2022
  • DoorDash self-delivery
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    Courtesy of DoorDash
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    Deep Dive

    Can 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 • Jan. 18, 2022
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    Courtesy of Marriott International, Inc.
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    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
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    Permission granted by Emarsys
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    Sponsored by Emarsys

    Three 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
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    Courtesy of Immortals
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    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 • Jan. 14, 2022
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    Courtesy of Ferrero North America
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    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 • Jan. 13, 2022
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    Courtesy of Campbell Soup Company
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    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 • Jan. 13, 2022
  • Starbucks employee at a drive-thru wearing a mask
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    Retrieved from Starbucks on May 22, 2020
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    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
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    Courtesy of Gap
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    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 • Jan. 12, 2022
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    Courtesy of Avocados From Mexico
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    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 • Jan. 11, 2022
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    Sean Gallup / Staff via Getty Images
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    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
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    Dia Dipasupil via Getty Images
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    Deep Dive

    Looking 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 , , • Jan. 11, 2022
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    StockEU/Shutterstock.com

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    Sponsored by Paved

    Why newsletter sponsorships are the future of targeted advertising

    Discover why newsletter sponsorships are taking over the advertising industry.

    Jan. 10, 2022
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    Courtesy of Oreo
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    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 • Jan. 7, 2022
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    Courtesy of P&G
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    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 • Jan. 6, 2022
  • Frito-Lay and Rick Astley renounce New Year's deprivations
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    Courtesy of Frito-Lay
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    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