Brand Strategy: Page 95
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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 -
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 -
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 -
Courtesy of KFC Canada
How Yum Brands generates sales, cultural impact with a three-pronged marketing framework
Former CEO Greg Creed and CMO Ken Muench went deep with Marketing Dive on an R.E.D. strategy — also the subject of their new book — that has turned brands like Taco Bell into category trendsetters.
By Peter Adams • June 17, 2021 -
Retrieved from Reebook on June 16, 2021
Reebok releases first glimpse at new brand direction
A new creative team is building out an internal creative agency to tackle the company's shift in branding as it looks toward a sale by Adidas.
By Cara Salpini • June 16, 2021 -
Permission granted by Diageo North America
NFL names Diageo as first official spirits sponsor in groundbreaking multiyear pact
Smirnoff, Crown Royal and Captain Morgan will be spotlighted in year one of an agreement that marks a "natural progression" of Diageo's work with the league.
By Peter Adams • June 16, 2021 -
Courtesy of Molson Coors Beverage Company
Coors Light encourages drinkers to 'chill' with offbeat koozies
Molson Coors sister brand Miller Lite launched a similar effort, giving away a baseball glove with a tallboy pint pocket specially designed to catch beers.
By Asa Hiken • Updated June 16, 2021 -
Courtesy of Wendy's
Wendy's expands 'Rick and Morty' collab with pop-up diner, custom Coke flavors
The push includes free delivery via the chain's app, capturing first-party data that would otherwise be collected by third-party delivery services.
By Chris Kelly • June 15, 2021 -
Retrieved from Unilever on November 17, 2020
Unilever expands initiative combating stereotypes as brands contend with 'cancel culture'
Fewer than one in five consumers believe ads are representative of society at large, per research the marketer commissioned from Kantar.
By Peter Adams • June 15, 2021 -
Courtesy of Pinterest
Volkswagen targets Pinterest auto shoppers with virtual test drive
Months after its "Voltswagen" prank, the car brand is catering to Pinterest's carbon-conscious consumers in an effort to promote its first all-electric vehicle.
By Asa Hiken • June 15, 2021 -
Courtesy of Jack in the Box
Jack in the Box duets with Jason Derulo on virtual restaurant brand
CMO Ryan Ostrom explained how the fast food chain ensured its brand voice was heard in a collaboration with the TikTok-savvy singer.
By Chris Kelly • June 14, 2021 -
Mark Wilson / Staff via Getty Images
General Mills, Mars, Target among brands committed to GroupM's Black-owned media initiative
Less than a month after the initiative's launch, 20 clients have already pledged to spend at least 2% of their annual media budgets on Black-owned media.
By Chris Kelly • June 14, 2021 -
PeopleImages/E+ via Getty Images
OpinionBrands must go beyond advertising to connect in a post-COVID-19 world
The industry is at a crossroads as less data about consumers could equate with even less effective ads, writes EarBuds' Chris Gannett.
By Chris Gannett • June 14, 2021 -
Permission granted by Hennessy
Hennessy debuts first NBA spots to support minority small business owners
"Make Moves That Start Movements" looks to build on the spirit brand's Unfinished Business initiative launched last year.
By Asa Hiken • June 14, 2021 -
Courtesy of Netflix
Netflix enters e-commerce fray as subscription growth slows
The streaming giant is working with emerging designers to offer apparel, action figures and decorative items based on its shows and brand.
By Chris Kelly • June 11, 2021 -
Permission granted by Sensient
OpinionSomewhere over the rainbow
Brands that continually represent the LGBTQ community — not just during Pride Month — will stand the test of time as consumers call out valueless and performative actions, writes New Moon's James Silverstone.
By James Silverstone • June 10, 2021 -
Courtesy of Instacart
Instacart announces $1M ad initiative to boost Black-owned brands
The e-commerce firm will offer prominent ad placement, Instacart Ads credits, monthly training and a designated support team to eligible companies.
By Catherine Douglas Moran • June 10, 2021 -
Permission granted by Peace Out
Deep DiveThe business of normalizing taboo topics
From periods and acne to sex toys and toilet plungers, DTC brands are out to disrupt every eyebrow-raising industry under the sun.
By Maria Monteros • June 8, 2021 -
Mark Wilson / Staff via Getty Images
Endeavor's 160over90 backs inclusivity focused agency co-founded by Michael B. Jordan
A partnership with Obsidianworks is the latest in a rush of agency moves focused on improving adland's diversity, equity and inclusion.
By Peter Adams • June 7, 2021 -
Permission granted by Michelob Ultra
Michelob Ultra celebrates return to live sports with sweepstakes
Fans who collect specialty bottles will be entered to win a grand prize of tickets to five major in-person sporting events throughout 2022.
By Asa Hiken • June 7, 2021
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