Brand Strategy: Page 92
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Courtesy of Gap Inc.
Is Yeezy Gap a billion-dollar brand?
The retailer that once defined American casual fashion is trying to regain attention by collaborating with one of the world's most idiosyncratic artists.
By Daphne Howland • July 8, 2021 -
Courtesy of Cutwater Spirits
Deep DiveAs canned cocktails boom, marketers eyeing longevity face new challenges
The explosive category is nearing an inflection point that will force marketers to focus on deepening brand identity and targeting millennial drinkers.
By Asa Hiken • July 7, 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 -
Retrieved from What's Cooking? on July 06, 2021
Kraft Heinz partners with 'Top Chef' alum to launch food-focused platform
As part of the CPG giant's digital push, What's Cooking will first showcase content from Chef Edward Lee before adding other food creators.
By Chris Kelly • July 7, 2021 -
Courtesy of Kraft Heinz
Heinz calls on hot dog and bun companies to sell equal packs
After its petition received more than 28,000 signatures and was featured on "The Late Show," Oscar Mayer announced plans to release a two-bun pack.
By Chris Kelly • Updated July 16, 2021 -
Courtesy of Degree
Degree is quick to partner with college athletes that can now monetize
To highlight purpose-led initiatives, the Unilever brand will partner with NCAA athletes as new rules about how they can monetize their name, image and likeness go into effect.
By Chris Kelly • July 1, 2021 -
Courtesy of Walmart
Walmart expands Ibotta partnership with new cash-back rewards
The retailer will also join the Ibotta Performance Network (IPN), which distributes rebates via third-party sites like social media and recipe hubs.
By Asa Hiken • July 1, 2021 -
Courtesy of Anheuser-Busch
Budweiser recreates 'Independence Day' speech as vaccination push continues
Despite the U.S. falling far below of President Biden's goal of getting 70% of adults partially vaccinated by July 4, the AB InBev flagship will deliver on its promise of a free beer.
By Chris Kelly • June 30, 2021 -
Spencer Platt via Getty Images
Attitudes toward brands evolve again, 1 year after a racial reckoning began
As brands and agencies ramp up their commitments to addressing racial equality, some diversity-related tactics are resonating less, an Engine Insights survey found.
By Chris Kelly • June 30, 2021 -
Permission granted by Win Brands Group
Deep DiveThe rise of DTC holding companies
Growing multiple brands under one umbrella allows companies to more effectively and efficiently scale them by providing resources and knowledge.
By Caroline Jansen • June 30, 2021 -
Retrieved from Goodby Silverstein & Partners on June 29, 2021
Opinion'Liberty, Liberty, Liiiberty... Liiiberty!': Anatomy of a sonic logo
If you want to reach into people's brains, hearts and pocketbooks in 2021, you must have a strong, well-designed audio presence, writes music producer Lucas Murray.
By Lucas Murray • June 30, 2021 -
Courtesy of Frito-Lay North America
Doritos gives platform to Black creators with $5M commitment
As part of parent company PepsiCo's work to advance racial equality, the brand will support and showcase "changemakers" who are driving culture.
By Chris Kelly • June 29, 2021 -
Courtesy of AB InBev
How AB InBev's Draftline guides the company — and what brands get wrong about in-house agencies
The internal shop, which just secured its first Grand Prix win at Cannes Lions, is able to jump on fast-moving trends due to clear strategic mandates, global vice president Tracy Stallard said.
By Peter Adams • June 28, 2021 -
Permission granted by Wendy's
Q&AWendy's CMO on Twitter snark, 'Rick and Morty' and building a $1B breakfast business
Carl Loredo, the chain's marketing chief since 2019, said his overall vision is unchanged by the pandemic, while tactics are evolving to meet tech needs.
By Peter Adams • June 28, 2021 -
David Paul Morris via Getty Images
Deep Dive // The dissolution of third-party cookiesWhat's next for the ad industry as Google gives third-party cookies a stay of execution
Google kicked the can down the road with its latest privacy decision, but brands, agencies and the ad tech industry can't rest on their laurels.
By Chris Kelly • June 25, 2021 -
Courtesy of Ntwrk
Ntwrk's shopping festivals highlight the potential of livestream commerce
Opting for cultural connection over awareness, big brands like Mtn Dew and Adidas create memorable moments with fans by selling limited-edition merch in livestreams hosted by celebrities.
By Robert Williams • June 24, 2021 -
As CMOs seek to fortify pandemic gains, confusion grows around brand purpose
Executives from LVMH, Unilever and other brands discussed the evolving role of chief marketers during a virtual ANA roundtable as part of Cannes Lions.
By Chris Kelly • June 24, 2021 -
Courtesy of Chipotle Mexican Grill, Inc.
Chipotle drives interest in loyalty program with racing video game
The lo-fi racing game promotes a new update to Chipotle Rewards and will dole out prizes to select winners, including a 2021 Tesla Model 3.
By Asa Hiken • June 23, 2021 -
Permission granted by Marriott Bonvoy
Hotel brands balance emotional appeals, marketing innovation as travel spigots turn back on
Marriott is debuting the largest global campaign in its 90-year history, an effort made in conjunction with 72andSunny, to capture pent-up pandemic demand.
By Peter Adams • June 23, 2021 -
How Bush's plans to keep people interested in beans beyond the pandemic
With product innovations and a rebrand as "That Beautiful Bean Co.," the 113-year-old manufacturer is angling for the attention of younger consumers.
By Megan Poinski • June 23, 2021 -
George Frey via Getty Images
Coca-Cola to double spending on minority-owned media and ramp up empowerment initiatives
Joining a fray of brands and agencies fostering larger commitments to diversity, the beverage giant said it is also focusing on non-media partnerships.
By Peter Adams • June 22, 2021 -
Courtesy of e.l.f. cosmetics
E.l.f. jumps on NFT trend with crypto collectibles that try to offset carbon footprint
Gold-dipped "Ne.l.f.Ts" will be sold via the Bitski platform and in partnership with Aerial, which tracks emissions for the digital format.
By Peter Adams • June 18, 2021 -
Courtesy of L Brands
Victoria's Secret is (finally) trying to get women's attention
The brand's angels are being replaced with a group of influential women who will help shape its merchandising and messaging. Will the turnabout work?
By Daphne Howland • June 17, 2021 -
Courtesy of Popeyes
Popeyes launches its first loyalty program
The move comes as Popeyes' digital sales make up about 14% of total sales in the U.S. and have contributed to the chain's continued double-digit same-store sales growth throughout the COVID-19 crisis.
By Alicia Kelso • June 17, 2021 -
Courtesy of Hyundai Motor America
Hyundai deepens Marvel tie-in around Tucson with co-branded ads starring Disney+ heroes
Media agency Canvas Worldwide and AOR Innocean USA assisted with an effort that comes as streaming services are booming.
By Peter Adams • June 17, 2021 -
Courtesy of Degree
Degree reminds consumers to wear deodorant as pre-pandemic activities resume
The Unilever brand's multichannel campaign seeks to reconnect with consumers after 68% admitted to intentionally not using deodorant because they weren't seeing others.
By Chris Kelly • June 17, 2021
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