Brand Strategy


  • Jar of Hellmann's on football field
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    Courtesy of Hellmann's
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    Hellmann’s quadruple dips on Super Bowl with ‘most impactful’ ad yet

    The Unilever marketer will run a 30-second spot developed with agency Wunderman Thompson that plans to combat food waste. 

    By Dec. 5, 2023
  • A group of multicolored balls in a room with the word Atomic in the foreground.
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    Courtesy of Diageo
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    Smirnoff celebrates connection in new global campaign

    Inspired by data that found a decrease in emotional connection, the Diageo vodka brand wants to spark feelings of togetherness.

    By Dec. 5, 2023
  • Trendline

    Top 5 stories from Marketing Dive

    A look at how marketers are responding in a year marked by culture wars, economic uncertainty and the generative AI juggernaut.

    By Marketing Dive staff
  • An AI-generated astronaut holds a bottle of Coca-Cola
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    Courtesy of Coca-Cola
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    What Coca-Cola’s generative AI experiments mean for the brand’s future

    Selman Careaga, president of the global Coca‑Cola category, detailed how the brand balances artificial and human intelligence.

    By Dec. 5, 2023
  • Peyton Manning and Emmitt Smith stand together holding cans of Bud Light.
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    Courtesy of Anheuser-Busch InBev
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    Bud Light teams with NFL legends on ad for Super Bowl LVIII giveaway

    A new ad starring Peyton Manning and Emmitt Smith timed to the NFL playoffs kicks off the brand’s biggest Super Bowl ticket giveaway to date.

    By Dec. 4, 2023
  • A headshot of Mark Weinstein.
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    Courtesy of Hilton
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    Q&A

    Hilton CMO on why its ‘For the Stay’ campaign is the hotel’s ‘Just Do It’

    Mark Weinstein shared the inspiration behind the marketing platform, the story of the company’s 10-minute TikTok and strategy tips for marketers.

    By Noelle Mateer • Dec. 4, 2023
  • A Domino's branded plow in the snow
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    Courtesy of Domino's Pizza
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    Q&A

    Why Domino’s is awarding half a million dollars in snow plowing grants

    Chief Brand Officer Kate Trumbull explained how the chain’s latest effort shows off an “experienced by few, seen by many” ethos.

    By Dec. 4, 2023
  • Artlist 2024 Trend Report
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    Permission granted by Artlist
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    Sponsored by Artlist

    Becoming a powerhouse in the creator economy: A guide for brands

    Navigate the evolving creator economy with insights from Artlist's Trend Report 2024.

    Dec. 4, 2023
  • Portrait of friends outdoor for travel, fashion and happiness
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    Permission granted by My Code
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    Sponsored by My Code

    Marketing can’t just be diverse–it has to be diverse-first

    Diverse-first marketing is a missed opportunity that will narrow customer bases and limit future growth--unless organizations can learn to embrace it.

    By Parker Morse • Dec. 4, 2023
  • A giant Bath & Body Works candle on the streets of New York City
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    Courtesy of Bath & Body Works
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    Bath & Body Works drops 10-foot candle to help holiday shoppers unwind

    The installation is part of a new creative platform centered on reconnecting with the senses amid daily stressors like rush hour traffic and work emails.

    By Dec. 1, 2023
  • Steak-umm DeepSteaks campaign
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    Courtesy of Steak-umm
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    Column

    Campaign Trail: How Steak-umm deepfaked real vegans into meat eaters

    Created with agency Tombras, “DeepSteaks” arrives as generative AI makes it even easier for bad actors to manipulate peoples’ likenesses.

    By Dec. 1, 2023
  • Mars Wrigley Canada's "Study Beats" program featuring a person with headphones studying. The program includes ASMR content meant to relieve studying stress.
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    Courtesy of CNW Group/Mars, Incorporated
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    Mars brand Excel Gum uses ASMR to relieve studying stress

    Running in Canada, the “Excel Study Beats” program leverages creators to share soothing gum content across TikTok, YouTube and Spotify.

    By Aaron Baar • Nov. 30, 2023
  • Members of the 2023 Gillette Gaming Alliance.
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    Courtesy of Gillette
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    Gillette encourages gamers to ‘hit reset’ for global campaign

    The marketer’s long-running Gillette Gaming Alliance will be active on Twitch, YouTube and social media to share gaming content and grooming tips.

    By Nov. 30, 2023
  • Animated characters the Geico Gecko and Netflix's Leo hold coffee cups
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    Courtesy of Netflix
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    Geico Gecko serves as on-set consultant for Netflix’s ‘Leo’ in co-branded ads

    The first such partnership for the streamer’s ad-supported tier is a sign Netflix is striking more involved brand deals a year after launching the offering.

    By Nov. 30, 2023
  • Influencer Kerwin Frost poses with McDonald's Happy Meal
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    Courtesy of McDonald's
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    McDonald’s reinvents McNugget Buddies for streetwear-minded adults

    The chain teamed with Kerwin Frost to reinvent the iconic Happy Meal collectibles, which will land on Instagram and be part of a Snapchat AR lens.

    By Nov. 29, 2023
  • The set of the Cheez-It Flexin' Section at the 2024 Cheez-It Citrus Bowl
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    Courtesy of Kellanova
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    Cheez-It amps up Citrus Bowl sponsorship with in-stadium barbershop, spa

    A TikTok challenge for showing off brand-inspired game day looks rounds out the college football play from the Kellanova brand.

    By Nov. 29, 2023
  • Grimace McDonald's
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    Courtesy of McDonald's USA
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    Deep Dive

    How the best marketing campaigns of 2023 mastered pop culture nostalgia

    Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

    By , , Nov. 29, 2023
  • A couple carrying Walmart bags in the retailer's new shoppable holiday content series.
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    Permission granted by Walmart
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    How Walmart’s shoppable rom-com bridges holiday content, commerce

    Ads on TikTok, Roku and YouTube showcase an assortment meant to balance “inspiration and impulse” for the season, according to CMO William White.

    By Nov. 28, 2023
  • Mars recycles an old M&Ms ad to promote net-zero progress
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    Courtesy of Mars, Incorporated
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    Mars recycles old ads for M&Ms, Twix to promote net-zero progress

    The campaign reanimates popular spots with new messages about climate action and will run across Meta, YouTube and OOH channels.

    By Nov. 28, 2023
  • Pop-Tarts unveils college football’s first edible mascot at the brand's inaugural bowl game
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    Courtesy of Kellanova
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    Pop-Tarts unveils edible mascot for inaugural bowl game

    Consumers are encouraged to follow the brand on social to see the mascot, which will be available as a snack for the winner of the college football game.

    By Nov. 28, 2023
  • A customer walks by a Pride Month merchandise display at a Target store on May 31, 2023 in San Francisco,
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    Justin Sullivan/Getty Images via Getty Images
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    Deep Dive

    Brand backlash: Are 2023’s epic marketing fails part of a bigger problem?

    High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.”

    By Nov. 28, 2023
  • The BMW i4 M50.
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    Courtesy of BMW
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    Brand value grows just 5.7%, suggesting continued economic woes, per Interbrand

    A lack of growth mindset, conservative leadership and uncertainty may be behind the slowed growth in brand value.

    By Nov. 27, 2023
  • A close up of a fisherman overlaid with copy that reads "F***ing isn't what you think it is."
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    Courtesy of Secret Island Salmon
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    Secret Island Salmon swims upstream with ‘F-word’ campaign

    Edgy messaging is helping the direct-to-consumer brand drive awareness as it prepares for a broader launch at retail.

    By Christine Blank • Nov. 22, 2023
  • Jimmy Fallon and Jake from State Farm
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    Courtesy of State Farm
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    State Farm conjures celebrities for biggest creative launch in 3 years

    Jimmy Fallon and Ludacris are summoned, genie-like, as people react to situations that require insurance in ads from new agency Highdive.

    By Nov. 21, 2023
  • Coca-Cola holiday campaign
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    Courtesy of Coca-Cola
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    12 holiday campaigns embodying the seasonal spirit of 2023

    Brands are approaching advertising in a variety of ways during a period when economic uncertainty has replaced pandemic-era concerns.

    By Nov. 21, 2023
  • Person's hands holding a cellphone
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    Chainarong Prasertthai via Getty Images
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    Opinion

    3 steps to set your mobile app up for success

    Investing in strategy, design and optimization has helped brands like Nike and Chipotle to create effective apps, according to Merkle strategists Celia Hoag and Kelly Watson.

    By Celia Hoag & Kelly Watson • Nov. 21, 2023