Brand Strategy: Page 9


  • Two people sit at a tiled table inside a Chili's with an Awesome Blossom in front of them.
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    Courtesy of Chili's
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    Chili’s serves up ‘Office’ nostalgia at new Scranton location

    The Pennsylvania location arrives as the workplace comedy, which stopped airing over a decade ago, continues to resonate strongly with consumers.

    By March 31, 2025
  • Five Pepsi cans
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    Courtesy of PepsiCo
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    PepsiCo names new US beverages CMO amid soda category disruption

    Mark Kirkham, a 14-year company veteran, is taking over the role long held by Greg Lyons as PepsiCo ramps up a focus on better-for-you offerings.

    By March 31, 2025
  • Artificial intelligence helping businessman make strategy and forecast. Explore the Trendline
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    zhuweiyi49 via Getty Images
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    Trendline

    Top 5 stories from Marketing Dive

    From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here's a look at key trends driving marketing in 2025.

    By Marketing Dive staff
  • Hellmann's "Ketchup Currency" campaign imagery
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    Courtesy of Hellmann's
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    Hellmann’s turns ketchup into currency to push mayo, fries combo

    Consumers can use the cameras on their mobile devices to scan spare ketchup packets and generate a coupon for Hellmann’s Mayonnaise.

    By March 31, 2025
  • Juno Temple and Myles Garrett in an Oikos Super Bowl ad
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    Courtesy of Danone
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    Q&A

    Danone’s CMO on adapting advertising as GLP-1 upends the food industry

    Linda Bethea details how the marketer of brands including Oikos and Silk is approaching artificial intelligence and emerging channels like Pinterest.

    By March 31, 2025
  • Woman with shopping cart stepping out of store
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    FRAME Studios

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    Sponsored by GSTV

    Amplify campaign reach and avoid the retail media tax with on-the-go video advertising

    How to leverage a more efficient method for your ad spend and maximize your consumer reach.

    March 31, 2025
  • Doechii appears on Hot Ones with a Jack in the Box segment
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    Retrieved from First We Feast on March 20, 2025
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    How Jack in the Box is working its brand into ‘Hot Ones,’ ‘Call Her Daddy’

    Agency TBWA\Chiat\Day Los Angeles is looking beyond quirky TV ads to drive cultural impact for a new “So Munch More” brand platform. 

    By March 28, 2025
  • Busy Phillips holds a pizza box in a California Pizza Kitchen campaign
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    Courtesy of California Pizza Kitchen
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    Why California Pizza Kitchen faked a midlife crisis with a rebrand stunt

    CMO Dawn Keller explains why a social-first approach is required for a brand that doesn’t have a massive advertising budget.

    By March 27, 2025
  • Actress Parker Posey for Gap's spring 2025 campaign.
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    Courtesy of Gap
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    Gap Inc. CEO: ‘If you’re relevant enough it eventually drives revenue’

    The flagship brand has been working to insert itself back into the cultural conversation with dance-focused ads starring Troye Sivan and Parker Posey.

    By Cara Salpini • March 26, 2025
  • Three people hold personalized bottles of Coca-Cola
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    Courtesy of The Coca-Cola Company
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    Coke refreshes ‘Share a Coke’ to reach Gen Z with digital experiences

    The effort includes a QR code-powered digital hub and a digital experience that can help consumers create and share videos.

    By March 26, 2025
  • Two cars, one flipped on top of the other, drive down a desert highway in a new ad from Twix.
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    Permission granted by Twix
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    Twix ditches left-right divide for new brand position around unity

    The $70 million effort acknowledges young consumers are sick of polarization and capitalizes on the growing fondness for maximalism.

    By March 26, 2025
  • Minecraft avatars stand in front of a galactic backdrop.
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    Courtesy of Walmart
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    Walmart builds gaming experience, merch tied to ‘A Minecraft Movie’

    The launch of a Minecraft Java server and accompanying Discord presence allows consumers to interact with the retailer in an immersive way.

    By March 25, 2025
  • JCPenney VaynerMedia logos
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    Courtesy of JCPenney
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    JCPenney embraces social-first marketing with VaynerMedia hire

    The department store chain will take advantage of services like a social influencer seeding offering intended to boost relevance.

    By March 25, 2025
  • H&M and Charli XCX takeover Times Square
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    Courtesy of H&M
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    Inside H&M’s digital relaunch and approach to multichannel experiences

    Head of Digital Jenn Volk explains how the retailer reimagined digital to increase brand storytelling around moments like its Charli XCX collaboration.

    By March 25, 2025
  • Kristen Bell for Estée Lauder's "Beauty Sleep Dupe" campaign.
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    Courtesy of Estée Lauder
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    Estée Lauder dupes beauty sleep with Kristen Bell for global campaign

    The effort promotes the brand’s Advanced Night Repair Serum as a solution for poor sleepers and will span digital, social media and retail platforms.

    By March 24, 2025
  • Two men relax in lawn chairs on the roof of a building, one holds a bottle of Corona.
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    Courtesy of Corona
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    Corona embodies the spirit of the beach in new brand platform

    Set to premiere on MLB’s opening day, “La Playa Awaits” features extensive sports integrations and embraces Mexican beach culture.

    By March 24, 2025
  • McDonald's Minecraft
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    Permission granted by McDonald's
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    McDonald’s mascots land in Minecraft to tap into video game fandom

    New ads, meal collectibles and in-game skins see McDonaldland icons get “blockified” in anticipation of the Minecraft movie adaptation.

    By March 21, 2025
  • Hostess
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    Retrieved from Hostess on March 20, 2025
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    Hostess speaks the language of snacks with pun-heavy brand platform

    The campaign, which follows a packaging overhaul, includes activations aimed at driving cultural impact, such as one timed to weed holiday 4/20.

    By March 20, 2025
  • Pizza Hut Hutty
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    Courtesy of Pizza Hut
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    Pizza Hut introduces second-screen mobile companion for March Madness

    The digital experience can be accessed via Instagram and leverages Meta AI to dish out real-time game reactions, hot takes and exclusive offers.

    By Aaron Baar • March 20, 2025
  • A man in Puma gear runs with a dog with a mountain in the background
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    Courtesy of Puma
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    Inside Puma’s new brand positioning and largest global campaign to date

    The sportswear company will increase marketing investments by 40% in support of a campaign, “Go Wild,” that was created by Adam&eveDDB.

    By March 20, 2025
  • Dove Unilever digital twin
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    Courtesy of Unilever
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    How Unilever’s AI marketing bets are increasing production efficiency

    The CPG’s beauty and well-being group was the first to pilot technology that has also delivered an increase in purchase intent for some brands.

    By March 19, 2025
  • Nature's Sunshine ad creative
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    Courtesy of Nature's Sunshine
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    How Nature’s Sunshine cuts through ‘label candy’ in the supplement space

    The pioneering purveyor of herbal supplements relied on agency partner Crispin to create its first integrated brand platform.

    By March 19, 2025
  • Exterior view of Macy's department store in New York, 1950s
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    Authenticated News/Archive Photos/Getty Images via Getty Images
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    Macy’s cracks into scripted TV as brand, entertainment converge

    The retailer has secured the exclusive option to adapt a nonfiction bestseller that profiles the women who shaped department stores.

    By March 18, 2025
  • Coca-Cola Zero Sugar's March Madness 2025 campaign imagery
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    Courtesy of The Coca-Cola Company
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    Coke Zero Sugar applauds sports fans’ hard work in March Madness campaign

    The brand is extending its “Best Coke Ever?” platform with an effort spanning TV, out-of-home, experiential and a Coke Zero Sugar Thirsty Fan Cam.

    By March 18, 2025
  • Shaq in an Icy Hot ad
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    Courtesy of Icy Hot
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    Why Icy Hot evolved from function to fun in first work by The Martin Agency

    Brand ambassador Shaquille O’Neal embraces a new role as the leader of “The Comeback Cavalry” in a campaign aimed at everyday athletes.

    By March 18, 2025
  • poppi
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    Courtesy of Poppi
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    PepsiCo buys prebiotic soda brand Poppi for nearly $2B

    The deal boosts the food and beverage giant’s health-focused portfolio as consumers demand more better-for-you options.

    By Chris Casey • March 17, 2025