Brand Strategy

Tony the Tiger transforms into gr-r-eat Twitch streamer

The iconic Frosted Flakes brand mascot is becoming a VTuber in a first-of-its-kind collaboration with the streaming platform.

By Chris Kelly • Aug. 15, 2022

Omnicom launches gaming solution for brands

LevelUp OAC combines the expertise of agencies TMA and GSD&M around brand strategy, influencer engagement, in-game advertising and more.

By Chris Kelly • Updated 18 hours ago

Pacsun collaborates with virtual influencer Miquela for back-to-school ads

After hitting its goal of reaching 2 million TikTok followers, the youth-oriented retailer is putting a heavier focus on the metaverse for Q4.

By Peter Adams • Aug. 15, 2022

Hospitality brands reclaim lost mojo with ambitious ad campaigns

The heaviest media plays from the category since the start of the pandemic focus on product versus price as consumers have yet to trade down.

By Peter Adams • Aug. 15, 2022

Denny’s boosts esports equity with ‘pancake drops’ on Twitch

The diner chain has partnered with Complexity Gaming to promote female creators with a series of sponsored livestreams.

By Sara Karlovitch • Aug. 12, 2022

Wish rebrands in attempt to stay afloat against competition

The e-commerce platform unveiled a new logo and improved app experience after painful Q2 earnings.

By Jessica Deyo • Updated 16 hours ago

Campaign Trail: Liquid I.V. fuels play to prove hydration isn’t just for athletes

The Unilever-owned wellness company keyed into everyday hobbies and West Coast vibes as part of its first national campaign.

By Chris Kelly • Aug. 12, 2022

Pacsun hits 2M TikTok followers in brand identity push

The online following, a goal set and now met, signifies success by the brand in appealing to Gen Z shoppers and forming an identity on the app.

By Jessica Deyo • Aug. 11, 2022

Pabst Blue Ribbon takes vacations back-in-time with ‘80s motel

Taking inspiration from a campaign in the past, the brand kicks off a new platform with several themed motel rooms.

By Sara Karlovitch • Aug. 11, 2022

Coke bottles taste of dreams for latest experimental flavor

To reach Gen Z, the soda giant partnered with EDM festival Tomorrowland on AR music experiences and designed a metaverse fashion collection.

By Chris Kelly • Aug. 10, 2022

Corona highlights sustainability with eco-tourism island

Registration is now open for a branded resort off the coast of Colombia that is free of single-use plastics and starts welcoming guests next year. 

By Sara Karlovitch • Aug. 10, 2022

Back-to-school challenges marketers as shoppers focus on savings

Brand loyalty is out the window amid economic distress, tasking brands and retailers to find new ways to court once-faithful customers.

By Jessica Deyo • Aug. 10, 2022

Lyft rides into media network race as ride-hailing rebounds

Lyft Media streamlines offerings across the company’s vehicles, bikeshare network, mobile app and in-car tablets.

By Peter Adams • Aug. 9, 2022

Sweetarts encourages amateur filmmakers on TikTok

The film fest is the latest in the brand’s “Be Both” platform, which frequently uses social media to appeal to younger audiences.

By Sara Karlovitch • Aug. 8, 2022

Miller Lite rents out grills in latest summer stunt

The Molson Coors brand is targeting the 30% of U.S. households that don't have a grill with a sharing program that includes rentals and giveaways.

By Chris Kelly • Aug. 8, 2022

Bumble celebrates Black dating experiences in YouTube series

The push comes as a survey found 45% of Black or African American respondents believe they would feel worthy of love if better represented.

By Jessica Deyo • Aug. 8, 2022

IHG books priciest campaign in a decade to promote loyalty revamp

Created with ad agency Grey New York, “Guest How You Guest” depicts hotel guests enjoying a pampered lifestyle, signaling the return to travel.

By Peter Adams • Aug. 4, 2022

Coors Banquet supports firefighters with special packaging, capsule collection

In line with Molson Coors’ sustainability efforts, the program connects climate change with spreading wildfires and the strain on firefighters.

By Chris Kelly • Updated Aug. 5, 2022

Busch Light turns 30-pack into DIY acoustic guitar

The beer brand has taken steps to integrate itself into the country music scene as a means to stay relevant against Midwestern favorites like Miller Lite.

By Sara Karlovitch • Aug. 4, 2022

Patrón concocts cocktail-themed virtual quests in bigger bet on metaverse

Virtual pop-ups hosted on Decentraland task users with assembling seasonal drinks, with a grand prize of a real-world trip to Mexico.

By Peter Adams • Aug. 3, 2022

Why NFL sponsors are reevaluating their relationship with the league

This year so far has brought an unusual number of change-ups in how advertisers support the league. Several factors lay behind the shift.

By Sara Karlovitch • Aug. 3, 2022

Nature Valley brings rewards to TikTok for sustainable back-to-school push

App users can use the hashtag #ReTokForNature for the chance to win free merchandise from brands including L.L. Bean and Stasher.

By Jessica Deyo • Aug. 3, 2022

The Fresh Market sees shoppable video, livestreaming zing

The specialty food chain has had rapid growth in key engagement metrics as grocers explore social media, videos and shoppable content.

By Catherine Douglas Moran • Aug. 2, 2022

Pure Leaf’s TikTok hotline helps women navigate pressure to be sweet

“Bel-Air” star Coco Jones, who has over 2.1 million followers, will dole out practical advice for uncomfortable scenarios around friends, family and work.

By Peter Adams • Aug. 2, 2022

French’s slings mustard-flavored donuts in experiential push

The well-known mustard brand brings a tangy twist to a beloved breakfast treat in honor of National Mustard Day.

By Jessica Deyo • Aug. 2, 2022