Brand Strategy: Page 88
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Courtesy of Crockpot
Crockpot fires up NFT to target next generation of at-home cooks
Moving its slow cooker from the cupboard to the blockchain, the brand wanted to avoid an overt nostalgia play as it celebrates 50 years.
By Peter Adams • Oct. 15, 2021 -
Courtesy of Popeyes
Popeyes heats up Megan Thee Stallion collab with merch drops, new chicken sandwich
A partnership with the hip-hop star, who is now a franchise owner, spotlights a sauce inspired by her sassy personality and an Easter egg-loaded video.
By Peter Adams • Oct. 14, 2021 -
Explore the Trendline➔
sefa ozel via Getty Images
TrendlineAI 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 -
Retrieved from Tide on April 01, 2021
What's next for sustainability in marketing following a year of surprising resilience?
Corporate pledges are increasingly being complemented by more direct ad campaigns as companies like P&G and PepsiCo prioritize the issue.
By Peter Adams • Oct. 14, 2021 -
Courtesy of The North Face
The North Face marks 55 years with crowdsourced archive of exploration
"It's More Than A Jacket" will include programs at the San Francisco Museum of Modern Art and leads the outdoor apparel brand's holiday efforts.
By Natalie Black (Koltun) • Oct. 13, 2021 -
Courtesy of Starbucks
Starbucks, Netflix partner on book club-inspired content series
Both brands are looking to engage people around the film and TV adaptations that have surged in popularity as viewing continues to shift to streaming.
By Chris Kelly • Oct. 13, 2021 -
Courtesy of Bacardi
Bacardi pairs purpose with NFTs to empower fan investment in music diversity
The rum brand tapped upstart marketplace Sturdy Exchange to help shine a light on the underrepresentation of female producers.
By Asa Hiken • Oct. 13, 2021 -
Permission granted by Heinz
Heinz dresses up ketchup as 'Tomato Blood' for Halloween effort hawking costume kits
The push, which includes a pop-up and e-commerce site, recognizes that DIY costumes may be more common as retailers deal with supply chain shortages.
By Peter Adams • Oct. 12, 2021 -
Megan Rapinoe appeared in an ad Subway uploaded to YouTube on July 21, 2021.
Deep DiveCan QSRs meet marketing's new imperatives without alienating franchisees?
National brand building is often in conflict with the needs of local operators — a dichotomy that has only become more apparent in the past 18 months.
By Chris Kelly • Oct. 12, 2021 -
Courtesy of Walmart
Walmart, Netflix open shopping hub to jump on hype for shows like 'Squid Game'
Debuting in time for the holidays, the streamer's first digital storefront with a national retailer will let fans vote on what merchandise they'd like to see next.
By Peter Adams • Oct. 11, 2021 -
Courtesy of Mercedes-Benz USA
Mercedes-Benz touts sustainability with electric vehicle experiences
In addition to a 20-city test drive tour, the carmaker will promote its first line of electric models at pop-ups in New York and California.
By Chris Kelly • Oct. 11, 2021 -
Jose Tutiven
Sponsored by BrandshareThe new era of sampling begins at home
In the age of e-commerce, the tangible nature of product samples plays a key role in creating brand awareness to conversions.
Oct. 11, 2021 -
Courtesy of Shutterfly
ColumnCampaign Trail: Shutterfly preserves life's chaotic moments in biggest effort to date
Teeing up near the holidays, "Make it a Thing" aims to amplify the personalization website's shifting focus from what people create to why.
By Natalie Black (Koltun) • Oct. 8, 2021 -
Courtesy of Gatorade
Gatorade showcases 'dunk' celebrations with season-long NFL push featuring gaming
"Road to the Dunk" includes a custom Snapchat runner game and integrations with EA's Madden franchise to connect with young athletes.
By Peter Adams • Oct. 7, 2021 -
Courtesy of PepsiCo
Pepsi boosts Black-owned restaurants' marketing, rewards consumers with Dig In Day
The marketer is sharing business resources and a mobile-friendly "passport" as part of its efforts to drive sales to Black-owned restaurants.
By Chris Kelly • Oct. 7, 2021 -
Courtesy of D-ID
Mondelez uses AI to animate family photos for Vietnamese holiday
With Publicis and Digitas Vietnam, the CPG marketer lets consumers bring static photographs of old memories to life around an important holiday.
By Chris Kelly • Oct. 5, 2021 -
Permission granted by Jif
Deep DiveCPG brands ditch domestic tropes for culture-led marketing. Will it pay off?
Marketers face pressure to address a history of propping up gender roles that were woven into the cultural fabric by agencies in the "Mad Men" era.
By Peter Adams • Oct. 5, 2021 -
Permission granted by Dentsu Group
Dentsu launches bespoke gaming solution to help brands navigate booming category
The specialty offering has a range of services, from IP development to in-game advertising, as marketers look to engage an audience of billions.
By Peter Adams • Oct. 4, 2021 -
Permission granted by PepsiCo
How PepsiCo is harnessing data to help retailers increase sales
The food and beverage giant's Pepviz platform uses analytics, data science and other tools to ensure a store is carrying the right product mix and optimizing shelf space.
By Christopher Doering • Oct. 4, 2021 -
Stock.adobe.com/nikomsolftwaer
Sponsored by AcxiomThe great customer experience reset
Thriving beyond The Great CX Reset means having the right data strategy and the right expertise to execute in place - the best personalized customer experiences count on it.
Oct. 4, 2021 -
Milkos / Bigstock
Sponsored by UserTestingEmotionally intelligent teams: 3 core practices you should know
When it comes to delivering an exceptional customer experience, companies with emotional intelligence — who really take the time to get in tune with what customers want — are winning.
By Kaj van de Loo, CTO at UserTesting • Oct. 4, 2021 -
Courtesy of Taco Bell
Taco Bell celebrates National Taco Day with Discord, messaging push
In the U.S., the chain will leave Easter eggs on Reddit and "raid" Discord channels to give away free tacos while a global push focuses on the taco emoji.
By Chris Kelly • Oct. 4, 2021 -
Retrieved from Oculus/YouTube on March 11, 2020
Facebook invests $50M for 'responsible' metaverse development
To ensure the "next computing platform" is built with inclusivity, privacy, safety and ethics in mind, the social media giant will work with a number of partners.
By Natalie Black (Koltun) • Sept. 30, 2021 -
Courtesy of The Coca-Cola Company
Coca-Cola refreshes brand with global campaign built around shared moments
To revamp the Coke trademark, the brand worked with agency BETC London on a campaign that includes a gaming-focused spot and activations on Twitch.
By Asa Hiken • Sept. 30, 2021 -
Permission granted by Unilever
Unilever's new startup program kicks off with eye on $3.4T social commerce opportunity
In its first endeavor, the Positive Beauty Growth Platform will focus on companies specializing in livestreaming, shoppable media and gaming commerce.
By Peter Adams • Sept. 29, 2021 -
Courtesy of Nutrabolt
C4 Energy drink celebrates Starburst fusion with pop-up truck, digital content
In addition to influencer partnerships and in-person activations, the drink brand will digitally release pop art-inspired visuals and anime-inspired content.
By Chris Kelly • Sept. 29, 2021
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