Brand Strategy: Page 84
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stock.adobe.com/Prashant
Sponsored by imreBuild deeper connections with consumers through radical relevancy
Join us as we dive deeper into four impactful and creative ways brands can unlock value through customer-centric marketing.
By Andrew Brown, Vice President, Strategy • Nov. 8, 2021 -
Thai Phi Le/Marketing Dive
Chipotle strikes multiyear NHL sponsorship in biggest bet yet on sports
After airing its first national TV spot starring an athlete earlier this year, the chain is deepening its hockey ties, including through a new "Unwrapped" ad.
By Peter Adams • Nov. 5, 2021 -
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 Burger King
Burger King's Ellie Doty is latest marketer to leave brand
The exit of the chain's first North American CMO comes as its parent company's growth lags behind that of competitors.
By Chris Kelly • Nov. 5, 2021 -
Permission granted by Ikea
ColumnCampaign Trail: Ikea's buff teddy bears safeguard holiday celebrations
Extending the retailer's message around home as a sanctuary, a new ad shows a set of colorful bears helping a family bond without outside stressors.
By Natalie Black (Koltun) • Nov. 5, 2021 -
Courtesy of KFC Canada
KFC reportedly will drop longtime agency Wieden + Kennedy as marketing shakeup continues
After putting its creative and media business up for review in September, the QSR chain — and incoming CMO Nick Chavez — will look for new partners.
By Chris Kelly • Nov. 4, 2021 -
Crypto.com becomes first global marketing partner for Twitch Rivals
The partnership comes on the heels of the cryptocurrency platform's launch of a $100 million global ad campaign that stars Matt Damon.
By Chris Kelly • Nov. 4, 2021 -
Courtesy of Dick's Sporting Goods
Nike and Dick's tie loyalty programs together
The combined offering demonstrates how Nike is trying to deepen its relationships with key wholesale partners.
By Cara Salpini • Nov. 3, 2021 -
Courtesy of Absolut
Absolut rents out cocktail-inspired tablescapes to celebrate holiday gatherings
New decorative kits available through Social Studies follow an Etsy report that found searches for place settings are up 72% and table decor up 27%.
By Asa Hiken • Nov. 3, 2021 -
Courtesy of Target
Target unwraps its holiday marketing campaign
In partnership with Mother, the retailer's in-house shop tapped women-owned production companies to create its largest campaign of the year.
By Tatiana Walk-Morris • Nov. 2, 2021 -
Courtesy of McDonald's
McDonald's powers up 'Friendsgaming' livestream with FaZe Clan to unite gamers
As part of the event riffing on the Friendsgiving concept, the duo created a merchandise pack of co-branded gaming gear and DoorDash delivery codes.
By Peter Adams • Nov. 2, 2021 -
Courtesy of Bombay Sapphire
Deep DiveSpirit brands concoct multisensory shindigs for next-gen experiential marketing
Bombay Sapphire, Johnnie Walker and Grey Goose are some of the marketers using the tactic to explore innovation in ways that are specific to their products.
By Asa Hiken • Nov. 2, 2021 -
Retrieved from Burger King on November 01, 2021
Burger King doles out crypto on Robinhood to boost loyalty program
Royal Perks members could win Bitcoin, Ethereum and Dogecoin in a stunt that builds on the QSR's previous brand-building efforts.
By Chris Kelly • Nov. 1, 2021 -
Permission granted by UserTesting
Sponsored by UserTestingHow top retail companies are thriving in a post-pandemic world
Despite the challenges that the pandemic created for retail companies, many have been able to adjust accordingly and thrive. As buyers' expectations and needs continue to evolve, retail companies can consider the points above as they create their winning strategies.
By Janelle Estes • Nov. 1, 2021 -
Courtesy of Meta
Facebook readies bigger VR future with Meta rebrand
The decision to rebrand reflects the company's current weaknesses, including in its ad business, and signals broader changes across the tech world.
By Natalie Black (Koltun) , Asa Hiken • Oct. 29, 2021 -
Courtesy of Wunderman Thompson
OpinionCan Facebook align with the values of the metaverse?
The social behemoth's history of buying up other apps like Instagram and WhatsApp suggests motives of monopolizing the market — the antithesis of the metaverse's community pillar.
By Adam Jeffries • Oct. 29, 2021 -
Retrieved from Unsplash on July 22, 2021
Deep DiveCTV is exploding, but can marketers capitalize on its promise?
Executives at Advertising Week spoke about the opportunity connected TV presents despite persistent issues with fragmentation and measurement.
By Chris Kelly • Oct. 27, 2021 -
Courtesy of DoorDash
3 ways brands approach working with content creators
Executives from DoorDash, Equinox and Diageo showcased creator partnerships that run the gamut in terms of opportunity and process.
By Asa Hiken • Oct. 27, 2021 -
Courtesy of Chipotle Mexican Grill
Chipotle hosts virtual restaurant on Roblox for Halloween experience
An extended digital play sees the chain tying its annual 'Boorito' promotion to interest in the metaverse while dishing out $1 million in free food.
By Asa Hiken • Oct. 27, 2021 -
Courtesy of Reebok
Reebok builds on new brand direction in latest campaign
With a deal in hand to be acquired by Authentic Brands Group, the company is trying to reinvent its brand image after years of challenges.
By Cara Salpini • Oct. 26, 2021 -
Permission granted by Advertising Week
Deep DiveAt Advertising Week: Less fluff and increased candor around industry's uncertain future
Across four days in New York, marketers stepped out of their comfort zones with optimism that occasionally belied ongoing supply chain and engagement issues.
By Peter Adams • Oct. 26, 2021 -
Permission granted by Advertising Week
How Hot Pockets joined Gen Z gamer culture through Twitch Bits
A couponing push drove six times higher conversion rates than past efforts, helping the brand gain relevancy with key young cohorts, an exec said at Advertising Week.
By Peter Adams • Oct. 25, 2021 -
Illustrator Anna Broadhurst
Sponsored by Zappar5 key ways marketers can leverage augmented reality for retail
Augmented reality is leading the charge in the new retail revolution - find out how.
Oct. 25, 2021 -
Honey Bunches of Oats released a video as part of its "Make a Bunch Happen" campaign. The image was retrieved from its video on Oct. 21, 2021.
ColumnCampaign Trail: Honey Bunches of Oats emphasizes self-care to fuel mornings
In the Post brand's first national effort in three years, "Make a Bunch Happen" includes happiness "hacks" on social and tie-ups with radio show hosts.
By Natalie Black (Koltun) • Oct. 22, 2021 -
Permission granted by Mondelez International
How Mondelez deploys empathy to sidestep personalized marketing's 'creepy chasm'
At Advertising Week, Global Vice President of Consumer Experience Jon Halvorson emphasized that efficiency is driven by smarter creative and a simpler media plan.
By Peter Adams • Oct. 22, 2021 -
Hellmann's first Super Bowl ad stars comedian Amy Schumer. The image was retrieved from the brand's YouTube video on Jan. 27, 2021.
How Unilever and other marketers work to avoid greenwashing
The CPG giant's chief digital and marketing officer said a gap exists between consumer attitudes and actions around sustainability because of complexity.
By Chris Kelly • Oct. 21, 2021
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