Brand Strategy: Page 96
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Courtesy of Oscar Mayer
ColumnCampaign Trail: Oscar Mayer's off-kilter ads accentuate unusual uses for meat
Bite-sized spots from the Kraft Heinz brand and Johannes Leonardo depict quirky scenarios with almost no context or narrative, breaking from traditional storytelling.
By Natalie Black (Koltun) • June 4, 2021 -
Cara Salpini/Marketing Dive
Cole Haan hires chief digital officer as it plots global expansion
Stephen Henderson, who joins from Caleres, will be a key player in the brand's growth strategy in both digital and DTC channels.
By Tatiana Walk-Morris • June 3, 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 -
Courtesy of McDonald's
McDonald's doubles down on inclusivity with multichannel Pride push
The chain's latest investments in DEI include a virtual celebration on LGBTQ TV network Revry and sponsorships in Out Magazine.
By Asa Hiken • June 3, 2021 -
Retrieved from H&M on June 01, 2021
H&M develops rainbow-detecting scanner app to enable immersive Pride storytelling
A tech-focused campaign looks to step beyond surface-level signifiers to instead spotlight the personal experiences of influencers, employees and consumers.
By Peter Adams • June 1, 2021 -
Daphne Howland/Marketing Dive
Gap says marketing investments are 'supercharging' sales
Purpose-led marketing and creative partnerships have improved the health and relevance of its Gap, Old Navy and Athleta brands, CEO Sonia Syngal said.
By Chris Kelly • June 1, 2021 -
Spencer Platt via Getty Images
ANA: 89% of marketers put higher premium on supplier diversity
With gaps persisting, the trade group recommended marketers be more open to new ways of conducting business, including relaxed payment terms.
By Peter Adams • May 28, 2021 -
Permission granted by Heineken
Heineken deploys mobile ads on Waze to discourage drunken driving
The partnership builds on the brewer's responsible consumption efforts through destination-based messaging and Uber credits.
By Asa Hiken • May 27, 2021 -
Courtesy of Sweetgreen
Sweetgreen refreshes brand identity to spotlight sustainability, focus on 'real food'
The overhaul arrives in tandem with the quick-service marketer's first athlete partnership, a national campaign starring tennis pro Naomi Osaka.
By Peter Adams • May 27, 2021 -
Courtesy of REI Co-op
REI opens content studio to support climate action, DEI efforts
Co-op Studios will produce stories across films, podcasts and editorial programs that seek to shift perceptions of the outdoor experience.
By Chris Kelly • May 27, 2021 -
Courtesy of Pizza Hut
Yum to acquire AI-based company Dragontail Systems for $72.3M
The company's third tech acquisition this year can be used with third-party food delivery partners and allows diners to track their orders.
By Julie Littman • May 27, 2021 -
Courtesy of Molson Coors
Vizzy hard seltzer recruits drag queen Priyanka to promote LGBTQ+ representation in the arts
As it seeks to break into the Canadian market, the Molson Coors brand will spotlight four artists as part of a larger visibility initiative.
By Asa Hiken • Updated May 28, 2021 -
Courtesy of McDonald's
McDonald's hypes BTS menu collab with in-app content, merch drop
Building on prior tie-ups with artists like Travis Scott, the chain is looking to extend engagement with fans of the K-pop group through its mobile app.
By Peter Adams • May 26, 2021 -
Permission granted by Pepsi
Pepsi says it's better with burgers in shot across Coke's bow
A Memorial Day weekend blitz plays on the fact that none of the big three burger chains pour Pepsi products, though a significant chunk of surveyed consumers prefer the soda.
By Peter Adams • May 26, 2021 -
Permission granted by ADM
Study: 71% of consumers tire of empty promises, spurring 'age of cynicism'
Consumers trust brands less, yet still have high expectations for them to deliver on purpose, Havas' latest Meaningful Brands study finds.
By Chris Kelly • May 25, 2021 -
Courtesy of Afterpay
Afterpay leverages e-commerce success and Rebel Wilson in first global campaign
The buy now, pay later brand that experienced a 112% jump in sales last year launched its first-ever U.S. TV spots, along with other multichannel creative.
By Asa Hiken • May 25, 2021 -
Courtesy of PepsiCo
Coke, Pepsi campaigns differ on reopening as anticipation grows for sunny summer
The iconic beverage brands are tapping into an eagerness to return to normal, but depicting germ-spreading activities might be a step too far.
By Peter Adams • May 25, 2021 -
Courtesy of Diageo
Diageo launches DEI initiative to boost Black community in spirits industry
A new partnership seeks to generate $2 billion in economic value in the U.S., including by supporting incipient brands and businesses.
By Chris Kelly • May 25, 2021 -
Courtesy of Planters
Planters cleans up Mr. Peanut in brand refresh ahead of sale to Hormel
New creative focuses on the nutritious benefits of peanuts and adheres to a yearlong campaign on rewarding acts of authenticity.
By Asa Hiken • May 21, 2021 -
McDonald's, Byron Allen dispute continues amid scrutiny into QSR ad-spending practices
In January, the media mogul's amended complaint got the go-ahead from a federal judge after a previous version was dismissed due to a lack of sufficient evidence.
By Peter Adams • Updated June 2, 2022 -
Adeline Kon/Marketing Dive
Series: When supply chain and marketing intersect
The supply chain and marketing departments have historically been disparate. But that's changed as supply chains have entered the public eye.
May 19, 2021 -
Courtesy of Dunkin'
Dunkin' brings signature hues to home decor via DTC paint brand Backdrop
Amid a home remodeling boom, the QSR is introducing its first paint collection with the help of a startup favored by millennials.
By Peter Adams • May 18, 2021 -
Courtesy of Diageo
Diageo bets on data-driven partnerships with new Collaboration Center
The facility features an immersive visitor experience and offers access to the spirits marketer's data and analytics resources.
By Asa Hiken • May 18, 2021 -
Permission granted by Alexander Mann Solutions
OpinionHow can marketers approach multichannel now?
Marketers should look to build a model that goes beyond medium and message to match the reality digital has created, writes Goodway Group's Jay Friedman.
By Jay Friedman • May 17, 2021 -
Retrieved from GLAAD on May 13, 2021
P&G, GLAAD partner on initiative to help hesitant advertisers refine LGBTQ messaging
Research tied to The Visibility Project found 81% of advertisers believe inauthentic portrayals of LGBTQ consumers will lead to stronger backlash than no representation at all.
By Peter Adams • May 13, 2021 -
Richard Bord via Getty Images
Ad executives start warming up to in-person events, survey finds
Compared to earlier this year, U.S. advertising executives are more positive about the idea of attending, sponsoring or creating in-person events, though not until later this year.
By Robert Williams • May 12, 2021
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