Brand Strategy
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Courtesy of Puma
Puma brings popular shoes to Fortnite as sportswear marketing evolves
The brand, which recently launched its largest marketing campaign yet, is setting up an in-game shop that will feature new releases on an ongoing basis.
By Peter Adams • July 2, 2025 -
Courtesy of Sephora
Sephora doles out Lyft credits to transport shoppers to its stores
“Delivered to Beauty” will be active in five major U.S. cities from July 7-10, overlapping with Amazon’s Prime Day shopping bonanza.
By Jessica Deyo • July 2, 2025 -
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 Powerade
Powerade powers up user-generated content challenge on TikTok
The Coca-Cola brand is using the platform’s Branded Mission offering to drive social media buzz around new Xtra Sour flavors.
By Sara Karlovitch • July 2, 2025 -
Permission granted by The Coca-Cola Company
Coke brings personalized touch to Disney ‘Star Wars’ collaboration
An AR experience lets fans record and share holograms inspired by the series while ads are jam-packed with “Star Wars” references.
By Peter Adams • July 1, 2025 -
gorodenkoff via Getty Images
IAB standardizes gaming campaign measurement with new framework
The resource outlines standard gaming ad formats across media types like digital, video and audio and explains the must-have metrics available for each.
By Jessica Deyo • June 30, 2025 -
Jesse Grant via Getty Images
Seventh Generation hires CMO who helped build Kinder brand in US
Shalini Stansberry is focused on continuing to bring new consumers to Seventh Generation after winning Gen Z’s favor at Kinder Snacking.
By Peter Adams • June 30, 2025 -
Permission granted by Target
How Target is tackling back-to-school marketing with dual campaigns
Two new efforts feature tactics like influencer marketing as the big-box store prioritizes promoting value and an on-trend product assortment.
By Peter Adams • June 30, 2025 -
Permission granted by DoorDash
DoorDash parodies horror classics in pitch to budget-crunched parents
A campaign around Summer of DashPass savings stars Freddie Prinze Jr. and Ali Larter in content that apes movies like “Final Destination.”
By Peter Adams • June 27, 2025 -
Courtesy of Neutrogena
ColumnCampaign Trail: Neutrogena’s ‘90s nostalgia pulls the rug on aging consumers
The Kenvue brand hopes to engage consumers that have flocked to platforms like TikTok, where #SkinTok has racked up more than 4 billion posts,
By Chris Kelly • June 27, 2025 -
Courtesy of Vital Farms
Vital Farms cooks up sponsorship, custom ad for Hulu hit ‘The Bear’
The pasture-raised eggs brand teamed with cast member Liza Colón-Zayas for a spot that will air ahead of each episode of the series’ latest season.
By Jessica Deyo • June 26, 2025 -
Courtesy of Kraft Heinz
Heinz and hip-hop producer Mustard drop new sauce at Buffalo Wild Wings
To support the effort, Heinz will share social videos featuring Mustard’s “yell” soundbite from inside the restaurant chain.
By Jessica Deyo • June 25, 2025 -
Courtesy of Olipop
Olipop turns fans into influencers for pennies with PR boxes on Amazon
The better-for-you soda brand is also inviting consumers to the Austin Motel, which has been transformed to include three nostalgic, Olipop-themed suites.
By Jessica Deyo • June 24, 2025 -
IR_Stone via Getty Images
Luxury brands face global, generational challenges, report says
Shifting attitudes toward luxury have created an opening for newer, more agile and culturally relevant brands to make inroads.
By Aaron Baar • June 23, 2025 -
Courtesy of Dr. Squatch
Unilever acquires Dr. Squatch, valuing brand’s viral marketing to Gen Z men
The DTC grooming upstart was praised by Unilever for its social-first approach, which has recently included racy ads with Sydney Sweeney.
By Peter Adams • June 23, 2025 -
Courtesy of Liquid I.V.
How Liquid I.V.’s marketing supports its growth surge
As it looks to become a $1 billion business, the hydration line recently took over Times Square to establish 4 p.m. as “I.V. O’Clock.”
By Chris Kelly • June 23, 2025 -
Adam Bettcher via Getty Images
How ditching Pride now could hurt brands later
Some retailers that once wholeheartedly celebrated and supported the LGBTQ+ community have pulled away. What if they want to rejoin the party?
By Daphne Howland • June 23, 2025 -
Permission granted by Southwest Airlines
Southwest argues seating policy changes are NBD in cheeky new ads
A new campaign uses tongue-in-cheek humor to emphasize that the carrier is not reinventing the wheel in ditching a decades-old open seating approach.
By Peter Adams • June 20, 2025 -
Courtesy of Uber
Uber Advertising brings Ride Offers to international markets
Molson Coors was among the first to see success from the solution, which allows brands to reward Uber passengers with offers on their next trip.
By Aaron Baar • June 20, 2025 -
Courtesy of The Coca-Cola Company
How Coca-Cola’s marketing transformation led to new Smartwater campaign
The brand reteamed with Jennifer Aniston, riffing on how the pair “were never on a break” — a reference to an iconic moment on “Friends.”
By Chris Kelly • June 17, 2025 -
Courtesy of E.l.f. Beauty
E.l.f. brings AI-powered color-matching for makeup to Pinterest
In other artificial intelligence-focused news from Pinterest, it is working with Macy’s to test auto-collages.
By Jessica Deyo • June 17, 2025 -
Spencer Platt via Getty Images
PepsiCo taps VaynerMedia to evolve in-house agency model
A new integrated team weds PepsiCo beverage’s internal brand-building expertise with VaynerMedia’s ability to activate around social media.
By Peter Adams • June 16, 2025 -
Courtesy of General Mills
Why Cinnamon Toast Crunch is giving 2000s nostalgia a moody, deadly spin
The Martin Agency updated the brand’s cannibalistic cereal squares of past ads, amping up dark humor and true crime elements favored by Gen Z.
By Chris Kelly • June 16, 2025 -
Courtesy of Wyndham Hotels & Resorts
Wyndham launches ad campaign in latest loyalty play
“Where There’s a Wyndham, There’s a Way” unites the hotel company’s 25 brands under a single tagline for the first time as it aims to grow loyalty.
By Jenna Graber • June 13, 2025 -
Courtesy of Jack in the Box
Jack in the Box links with T-Pain for Fortnite map, Twitch livestream
The partnership promotes a limited-edition, late-night Munchie Meal and builds on a “So Munch More” platform launched earlier this year.
By Aaron Baar • June 12, 2025 -
Permission granted by Pepsi
Pepsi parodies ‘Share a Coke’ after rival resurrects iconic campaign
Custom Pepsi bottles will be available via a social media giveaway to consumers who post which foods with which they’d #ShareaPepsi.
By Peter Adams • June 12, 2025
