Brand Strategy: Page 93
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Courtesy of Stella Artois
OpinionWhen brands should skip the NFT trend
Although the tech is new and barriers to entry are high, brands that overcome these hurdles can capture consumer attention, writes MullenLowe Group's Rachel Kronberg.
By Rachel Kronberg • Aug. 3, 2021 -
Spencer Platt via Getty Images
Deep DiveAmid back-to-school uncertainty, marketers pin hopes on digital precision and renewed demand
Where people are buying is changing dramatically, extending well beyond the usual suspects such as Amazon to social media platforms that are expanding their commerce capabilities.
By Peter Adams • Aug. 2, 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 -
Molson Coors to sunset 11 economy brands
CEO Gavin Hattersley said the company plans to invest more into its global hard seltzer portfolio and streamline a smaller portfolio of legacy brands.
By Megan Poinski • Aug. 2, 2021 -
Permission granted by Gap Inc.
ColumnCampaign Trail: GapKids meets anticipated back-to-school season with ad on individualism
Spotlighting a Tennessee class and its teacher who went viral for his personalized handshakes, the spot builds on the company's philosophy of "modern American optimism."
By Natalie Black (Koltun) • July 30, 2021 -
Courtesy of PepsiCo Beverages North America
Pepsi activates experiential dance pods at Hersheypark
Created with design agency Jam3, the 2,500-square-foot space is stationed within the park and links several pre-pandemic tactics while expanding the soda brand's musical ties.
By Asa Hiken • July 30, 2021 -
Courtesy of Corona
Corona teams with Duolingo to teach Spanish pronunciation of 'limonada'
Made in collaboration with MullenLowe, the tie-up also featured a voice-activated vending machine that asked fans to order a hard seltzer in Spanish.
By Asa Hiken • July 29, 2021 -
Courtesy of Tafi
Coca-Cola auctions its first NFTs as interest in metaverse grows
The four-piece collection includes a jacket that can be "worn" in the 3D virtual reality platform Decentraland.
By Chris Kelly • July 29, 2021 -
Daphne Howland/Marketing Dive
Athleta launches digital wellness platform 'AthletaWell'
Gap Inc.'s activewear retailer partnered with at-home workout company Obé Fitness as part of its transformation into a lifestyle brand.
By Daphne Howland • July 28, 2021 -
Courtesy of Campbell Soup Company
Campbell's commemorates updated soup can labels with NFT collection
Proceeds will benefit Feeding America, and the brand will work with Ntwrk and Aerial to offset the carbon footprint of the NFT.
By Chris Kelly • July 28, 2021 -
Courtesy of Pizza Hut
Pizza Hut spins brand elements into 'Tastewear' capsule collection
In its latest "Newstalgia" activation, the restaurant chain is making clothes that appeared in TV spots available for fans.
By Chris Kelly • July 27, 2021 -
Courtesy of Roku
Deep DiveUnusual Olympics put digital, mobile marketing tactics to the test
Dwindling viewer interest and the absence of live spectators this year mean brands must get more innovative to stand out.
By Asa Hiken • July 27, 2021 -
Courtesy of Popeyes
Popeyes calls truce to chicken sandwich wars with nugget launch campaign
After instigating a frenzy with its chicken sandwich launch, the chain will donate 1 million nuggets — including those from rivals — to promote its new offering.
By Chris Kelly • July 27, 2021 -
McDonald's creates team to elevate diner experiences
The effort will combine data analytics, digital customer engagement, global marketing and restaurant development and solutions to improve engagement both on-premise and digitally.
By Emma Liem Beckett • July 26, 2021 -
Courtesy of Frito-Lay North America
Cheetos deploys finger-scanning tech to unlock Bad Bunny, Adidas collaboration
An e-commerce experience asked fans to post photos of their fingers covered in Cheeto dust, or "Cheetle," to access a limited leisurewear collection.
By Peter Adams • July 26, 2021 -
Courtesy of Truly Hard Seltzer
Boston Beer overestimated demand for hard seltzer as once-hot category shows signs of slowing
CEO Dave Burwick told analysts there are too many similar brands and not enough shelf space, leading to the prediction that some will be discontinued.
By Christopher Doering • July 26, 2021 -
Milkos. Retrieved from Bigstock.
Sponsored by UserTestingHow to win over consumers in today's digital economy
Four steps for businesses to thrive in the new app-driven digital world
By Andy MacMillan, CEO, UserTesting • July 26, 2021 -
Permission granted by Zappar
Sponsored by ZapparGood things come to those who wait in augmented reality
In five years time, there will be no such thing as 'unconnected packaging' - find out why.
July 26, 2021 -
Daphne Howland/Marketing Dive
Gap Inc. further streamlines loyalty across brands
The tiered revamp merges cardholders with non-cardholders, makes free shipping fairly easy and includes opportunities to donate to charity.
By Daphne Howland • July 23, 2021 -
Courtesy of Chipotle Mexican Grill
Chipotle, Ally jump in as Twitch expands sponsorship opportunities
Twitch continues to mature as a marketing platform, with partnerships showing how ongoing campaigns can spur deeper engagement than one-off efforts.
By Robert Williams • July 22, 2021 -
Courtesy of Coca-Cola
Coca-Cola spurs 42% revenue growth after returning to pre-pandemic marketing spend
Executives attributed the focus on marketing innovation, effectiveness and efficiency to helping deliver revenue that surpassed Q2 2019 levels.
By Chris Kelly • July 22, 2021 -
Retrieved from Chipotle/PR Newswire on March 09, 2021
Chipotle's digital sales rose 10.5% during Q2
The chain's digital presence will likely remain strong as it experiments with online-only product launches and grows its already robust loyalty program.
By Alicia Kelso , Julie Littman • July 21, 2021 -
4 trends impacting retail marketing strategies
Brands are looking beyond Facebook and Google — and sometimes resurfacing older channels — to advertise.
By Caroline Jansen • July 21, 2021 -
Ben & Jerry's butts heads with Unilever over brand's presence in Israel
The clash speaks to the potential limits of marketing consumer brands around divisive social causes, particularly at a time when such issues are in the international spotlight.
By Peter Adams • July 20, 2021 -
Courtesy of Domino's Pizza
NFTs remain technology in search of clear brand strategy. Can agencies bridge the gap?
Bespoke new services from shops like Vaynermedia represent big rolls of the dice on a space that's already seeing some of its initial media fervor cool.
By Peter Adams • July 19, 2021 -
Courtesy of Vimeo
TikTok integrates Vimeo's video-creation tools to attract more small business marketers
Courting small- and medium-sized businesses by making it easier to produce high-quality videos is another sign of the app's maturity.
By Peter Adams • July 19, 2021
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