Brand Strategy

  • 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

    “DeepSteaks” arrives as generative AI makes it even easier for bad actors to manipulate peoples’ likenesses to create ads — or worse.

    By • Dec. 1, 2023
  • TikTok content on a GSTV screen Explore the Trendline➔
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    Courtesy of GSTV
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    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
  • 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
  • Ad Net Zero's logo against a blurred nature background.
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    Courtesy of Ad Net Zero
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    Ad industry ‘not even close’ to realizing net-zero goals, report says

    The lagging uptake of standards among agencies and production companies is having a ripple effect down the mar-com supply chain.

    By Aaron Baar • Nov. 20, 2023
  • Shaquille O'Neal and Skee-Lo for Pepsi
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    Courtesy of Pepsi
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    Pepsi brings back Shaq for fresh spin on Skee-Lo’s ‘90s hit ‘I Wish’

    In a new commercial inspired by a 1994 collaboration, Shaquille O’Neal wishes he was “a little bit smaller” to promote Pepsi Mini Cans.

    By • Nov. 20, 2023
  • Snoop Dogg for Solo Stove
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    Courtesy of Solo Stove
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    Snoop Dogg gives up smoke for Solo Stove campaign

    A viral pledge assumed to be about pot usage turns out to be a teaser for a new campaign developed by The Martin Agency.

    By • Nov. 20, 2023
  • Dove x Lennie logos
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    Courtesy of Dove
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    Dove, animated influencer promote mental health ahead of Thanksgiving

    Lennnie is an animated blob that promotes positivity on social media and has amassed more than 4 million followers. 

    By Aaron Baar • Nov. 20, 2023
  • A race car serves as a backdrop in a "Laps of Legends" promotion photo.
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    Courtesy of Anheuser-Busch InBev
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    Michelob Ultra celebrates Formula 1 legends with Williams Racing

    As the AB InBev brand leans further into sports, “Laps of Legends” will see current drivers compete against former stars in a real-versus-virtual race.

    By • Nov. 20, 2023
  • Ally AI logo
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    Retrieved from Ally Financial on November 17, 2023
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    Ally’s generative AI experiment reduces marketing busywork

    Ally.ai is helping with early stage marketing processes including summarizing content, drafting ad copy and improving SEO. 

    By • Nov. 17, 2023
  • Teezo Touchdown holds a wrapped bottle surrounded by presents.
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    Courtesy of Grand Marnier
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    Grand Marnier’s holiday (W)rapping Paper program celebrates hip-hop

    The liquor brand teamed with Black-owned gifting company Unwrp and rap artist Teezo Touchdown to create gift-wrapping paper that nods to the genre. 

    By • Nov. 17, 2023
  • Campaign imagery promoting Disney and Verizon's augmented reality "Wish on a StAR" experience supporting Toys for Tots.
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    Courtesy of Verizon
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    Disney, Verizon help bring children’s wishes to life with AR experience

    Arriving ahead of the debut of animated film “Wish,” the mobile effort enables consumers to support children by making a donation to Toys for Tots.

    By Aaron Baar • Nov. 16, 2023