Brand Strategy: Page 86

  • NBCUnified logo
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    Courtesy of NBCUniversal
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    GM is first brand to integrate with NBCU’s data platform

    Forged through GM’s media agency Carat, the partnership weds consumer automotive profiles with NBCUnified's data on media consumption preferences.

    By • Sept. 13, 2022
  • A hand holds a can of Harpoon Rec. League beer while a person plays golf in the background
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    Courtesy of Copper Giants
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    Why Liberty Mutual’s in-house agency takes external clients

    Internal shop Copper Giants demonstrates how projects from outside the company, like one for Harpoon Brewery, give creative talent a way to stretch.

    By Aaron Baar • Sept. 12, 2022
  • A person holding a phone with "Ai" and a box that says "prompt" above it. Explore the Trendline➔
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    Getty Images
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    Trendline

    Top 5 stories from Marketing Dive

    From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.

    By Marketing Dive staff
  • Burger King gets a fresh look
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    Courtesy of Burger King
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    RBI announces $400M marketing and remodel overhaul for Burger King

    Burger King will support menu shifts with $120 million in advertising spend, a 30% increase in its media buying capacity.

    By Aneurin Canham-Clyne • Sept. 12, 2022
  • Gucci opens persistent digital space on Roblox
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    Courtesy of Gucci
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    Roblox’s ad expansion plans include 3D portals to branded experiences

    An Immersive Ads format teased during the company’s developer conference helps brands promote their custom worlds to users more seamlessly. 

    By • Sept. 12, 2022
  • A promotional image for Starbucks NFT marketplace, Starbucks Odyssey.
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    Courtesy of Starbucks
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    Starbucks is launching an NFT marketplace

    Starbucks Odyssey will let users buy tokens and accrue loyalty rewards to unlock access to real-life and digital events, like virtual cocktail classes.

    By Aneurin Canham-Clyne • Sept. 12, 2022
  • Pinterest "Don't Don't Yourself" campaign image
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    Courtesy of Pinterest
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    Pinterest takes up social media negatives like doomscrolling in campaign

    “Don’t Don’t Yourself” arrives on the heels of research showing 33% of Americans rank fear of failure as their main roadblock to trying new things.

    By • Sept. 12, 2022
  • Group of people with laptops having a business meeting at a conference table.
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    Getty Images
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    Sponsored by Partnerize

    The innovations most needed in today’s affiliate space

    The future of affiliate requires making a commitment to brand safety and fraud prevention.

    By Matt Gilbert, CEO, Partnerize • Sept. 12, 2022
  • Five pieces of clothing from Mailchimp's NYFW capsule collection
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    Courtesy of Mailchimp
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    Mailchimp swings into NYFW with pop-up, capsule collection

    The email marketing platform combines in-person and digital elements as part of its recently launched "Guess Less, Sell More" brand campaign.

    By • Sept. 9, 2022
  • A row of oversized NFL helmets.
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    Duane Prokop/Getty Images via Getty Images
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    As the NFL season kicks off, advertisers draw from a new playbook

    Fans are front and center in the latest football-related campaigns, with players taking a backseat as marketers try to address a fragmented audience. 

    Sept. 9, 2022
  • Reality TV star Teresa Giudice wears football gear in a DirecTV commercial
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    Courtesy of DirecTV
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    Column

    Campaign Trail: DirecTV tackles football, ‘Real Housewives’ fandoms

    Created with TBWA\Chiat\Day LA, the latest iteration of the brand’s "Get Your TV Together" campaign unites live sports and reality TV.

    By • Sept. 9, 2022
  • Morgan Freeman and Tom Brady sit together as part of an Under Armour campaign
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    Courtesy of Under Armour
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    Tom Brady asks Gen Z athletes to ditch toxic comparisons in Under Armour ads

    A star-studded campaign subverts “Be Like Mike” sports marketing tropes to instead encourage up-and-comers to focus squarely on themselves.

    By • Sept. 8, 2022
  • Puma NITRO NFRNO and NITRO Fastroid Sneakers, debuting at NYFW
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    Courtesy of Puma
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    Puma’s first metaverse experience ties NFTs to NYFW

    Following a New York Fashion Week show, consumers who minted the brand’s Nitropass can burn their NFT and claim physical sneakers.

    By • Sept. 8, 2022
  • A white truck is parked in front of a Lowe's store on a clear, bright day.
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    Daphne Howland/Marketing Dive
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    Lowe’s chief marketing officer exits as company realigns structure

    Marisa Thalberg joined the home improvement retailer from Taco Bell just prior to the pandemic upending nearly every aspect of consumers’ lives.

    By Caroline Jansen • Sept. 7, 2022
  • A black tiny home parked in a driveway displays a can of Pepsi Zero Sugar, accompanied by copy reading, "Introducing the Pepsi 18 Week Pack. A Pepsi pack you can live in all football season long."
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    Permission granted by Pepsi
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    Pepsi’s branded tiny home delivers tricked-out NFL fan cave

    The Pepsi 18 Week Pack is part of a sweepstakes run through Instacart, an increasingly important e-commerce partner for the longtime league sponsor.

    By • Sept. 7, 2022
  • Gap materials for its fall 2022 campaign, "Icons."
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    Courtesy of Gap
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    Gap highlights culture shapers with ‘Icons’ campaign, NFT contest

    Gap Logo Remix invites artists to design a logo that could become an NFT and be printed on the brand’s signature hoodie.

    By • Sept. 7, 2022
  • A green co-branded Wendy's and 'Rick and Morty' logo and Uber Eats bag flank cartoon versions of new sandwiches and drinks from the restaurant chain.
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    Permission granted by Wendy's
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    Wendy’s latest ‘Rick and Morty’ crossover opens portal to Uber Eats

    Delivery continues to be a focus of the partnership as the reference-heavy Adult Swim series enshrines its place in the pop culture conversation.

    By • Sept. 6, 2022
  • Illustration of a robot as part of Starburst campaign
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    Courtesy of Starburst
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    Starburst beams TikToks into space to engage Gen Z

    A hashtag challenge around the question “How do they make Starburst taste so juicy?” follows the brand's first TV spot for its core product since 2015.

    By • Sept. 6, 2022
  • A man walks a pony through a Four Seasons Hotel as part of a new ad campaign
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    Courtesy of Four Seasons Hotels and Resorts
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    Four Seasons brushes off old luxury tropes as part of brand relaunch

    A new campaign represents the marketer’s largest paid media effort to date and was inspired by real guest stories showcasing personalized stays.

    By • Sept. 2, 2022
  • P&G Procter & Gamble brands
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    Courtesy of Procter & Gamble
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    Procter & Gamble throws support behind Trade Desk’s Unified ID

    The CPG giant is the latest major ad world player to throw its weight behind the ad tech firm’s replacement for third-party cookies.

    By • Sept. 2, 2022
  • A graphic that features Maybelline's new playable ad mini-game
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    Courtesy of Zynga
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    Maybelline partners with Zynga for playable ad integration

    The branded mini-game requires players to pair together icons to reveal a shoppable mascara with a customer review.

    By Aaron Baar • Sept. 1, 2022
  • A person holds a smartphone showing the Starbucks app
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    Courtesy of Starbucks
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    What Starbucks’ bet on NFTs says about the future of loyalty

    The chain's renowned rewards program adds a buzzy new value-grab, potentially laying a course for other marketers to follow.

    By Aaron Baar • Sept. 1, 2022
  • A yellow school bus is parked outside a two story level school. A light blue sky and small cloud are in the top half of the photo.
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    Getty Images
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    Back-to-school consumers are holding out for discounts

    Shoppers have had different priorities this summer and remain focused on saving money as inflation squeezes their budgets.

    By Daphne Howland • Sept. 1, 2022
  • Several Nissan cars in front of the 2022 Heisman House
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    Courtesy of Nissan
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    Nissan’s long-running Heisman program features college athlete for first time

    Bryce Young, the most recent Heisman Trophy winner, stars as a fish out of water in a campaign that also includes metaverse tactics.

    By • Sept. 1, 2022
  • Two people in a screenshot from a Coca-Cola TV ad for the 2022 FIFA World Cup
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    Courtesy of The Coca-Cola Company
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    Coca-Cola kicks off digitally driven World Cup campaign

    "Believing is Magic" is the latest iteration of the brand's "Real Magic" platform and focuses on authentic moments of connection between FIFA fans.

    By • Sept. 1, 2022
  • Track art cover for ‘Static’ by Tisakorean ft. Sprite from McDonald’s
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    Courtesy of McDonald's
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    McDonald’s plays off Sprite virality with hip-hop anthem

    The tune alludes to numerous social media posts comparing the taste of the beverage dispensed by the chain’s fountain machines to the sound of static. 

    By • Aug. 31, 2022