Brand Strategy

  • Row of coke bottles
    Image attribution tooltip
    Scott Olson via Getty Images

    Coke names new marketing lead for North America amid strategy shift

    The appointment is one of several leadership changes taking effect in January as the company tries to reduce complexity and improve speed.

    By Nov. 30, 2022
  • A gold crown sits on a levitating pillow.
    Image attribution tooltip
    Courtesy of Diageo

    Crown Royal’s digital collectible sends care packages to troops

    Consumers can nominate someone they think is deserving of a digital crown through the end of the year.

    By Nov. 30, 2022
  • A green meal kit from HelloFresh inspired by the movie "Elf" sits on kitchen counter.
    Image attribution tooltip
    Retrieved from HelloFresh via Business Wire on November 29, 2022

    HelloFresh caters to ‘Elf’ fans with meal kits serving Buddy’s signature dish

    A limited-run holiday product includes step-by-step instructions for recreating a meal consisting of spaghetti topped with syrup and sweets.

    By Nov. 29, 2022
  • A screenshot of the Kids Foot Locker virtual Roblox experience.
    Image attribution tooltip
    Courtesy of Kids Foot Locker

    Kids Foot Locker opens House of Play Roblox experience

    The game, which is based on a real store concept, allows users to play mini games and collect tokens to exchange for super-powered sneakers.

    By Tatiana Walk-Morris • Nov. 29, 2022
  • A palm tree is decorated with holiday ornaments printed with the Corona logo
    Image attribution tooltip
    Retrieved from Corona Extra USA on November 29, 2022

    Corona turns iconic holiday ad into virtual Tannenpalm Tree Lot

    Taking inspiration from its 32-year-old “O’Tannenpalm” holiday ad, Corona has created a promotion that is both nostalgic and looks towards the future. 

    By Aaron Baar • Nov. 29, 2022
  • An image of a Taco Bell store.
    Image attribution tooltip
    Courtesy of Taco Bell

    Taco Bell embraces soccer, Latin culture in new ad

    The chain looks to capitalize on the World Cup in a new soccer-themed campaign featuring a diverse array of talent.

    By Nov. 29, 2022
  • theGrio awards annoncment
    Image attribution tooltip
    Courtesy of AMG

    Advertisers flock to new awards show honoring African-American talent

    Procter & Gamble, PepsiCo and Ford were among the major sponsors of TheGrio Awards, a brainchild of media mogul Byron Allen.  

    By Aaron Baar • Nov. 28, 2022
  • A person watches TV.
    Image attribution tooltip
    gorodenkoff via Getty Images

    As seen on: 6 ways marketers evolved product placement strategy this year

    Brands from Coors Banquet to Kraft Mac & Cheese have seen tremendous value from product placement as viewer fragmentation increases.

    By Nov. 28, 2022
  • A group of people walk on a New York City street.
    Image attribution tooltip
    Photo by Scott Heins/Getty Images via Getty Images

    Live shopping comes to select NYC holiday window displays

    Social buying platform TalkShopLive is embedding QR codes into retail displays, which will allow consumers to purchase featured products.

    By Aaron Baar • Nov. 28, 2022
  • A virtual Macy's Thanksgiving Parade balloon.
    Image attribution tooltip
    Courtesy of Macy's

    Macy’s bets on the metaverse for Thanksgiving Day Parade

    The department store is giving fans the opportunity to vote on an NFT balloon that will be made into a real-life balloon for next year’s event.

    By Nov. 23, 2022
  • LAKE BUENA VISTA, FL - JULY 09: A view of Mickey Mouse at the Walt Disney World theme park entrance on July 9, 2020 in Lake Buena Vista, Florida.
    Image attribution tooltip
    Octavio Jones / Stringer via Getty Images

    Disney and Snapchat partner for AR lens ahead of latest ‘Avatar’ release

    The tie-up represents an expansion of an existing partnership that includes in-park experiences and CameraKit activations.

    By Nov. 23, 2022
  • A zombie in a sweater with blond hair.
    Image attribution tooltip
    Courtesy of Maximum Effort

    Back from the dead: 5 brands join forces to celebrate ‘The Walking Dead’ finale

    Maximum Effort helped coordinate the effort, which saw zombie-filled commercials from Autodesk, Deloitte, DoorDash, MNTN and Ring.

    By Nov. 22, 2022
  • Frito-Lay and PepsiCo Beverages partner on “Share More Joy” campaign and debut their first national holiday commercial collaboration on Thanksgiving Day.
    Image attribution tooltip
    Courtesy of PepsiCo

    PepsiCo bridges snacks and beverages for shared holiday ad

    The tie-up is the first time Frito-Lay and PepsiCo’s beverages division have collaborated on a national holiday commercial.

    By Nov. 22, 2022
  • A car is parked next to a camping tent and several people.
    Image attribution tooltip
    Courtesy of Honda

    Honda targets Asian Americans with CR-V ads in multiple languages

    With Mandarin, Vietnamese and Korean versions of its ad spot, the brand hopes to engage a quickly growing market of many different cultures. 

    By Aaron Baar • Nov. 22, 2022
  • Two golden Christmas tree balls on wood.
    Image attribution tooltip
    The image by Marco Verch is licensed under CC BY 2.0

    The holiday clues in October retail sales

    Consumers will be relying on credit cards, their savings and heavy discounts in what is shaping up to be an uncertain season for retailers.

    By Daphne Howland • Nov. 21, 2022
  • A cartoon person dances with a pizza against a white background while holding a drink.
    Image attribution tooltip
    Courtesy of Diageo

    Smirnoff promotes safe holiday drinking with animated ‘Drops of Advice’

    The vodka brand shares advice across entertaining animated shorts in an effort that ties into parent company Diageo’s social progress framework.

    By Nov. 21, 2022
  • The cover of State Farm's first-ever CD, "Jazz Bath: The Bath Bomb Sessions."
    Image attribution tooltip
    Retrieved from State Farm on November 21, 2022

    State Farm riffs off new brand character with jazz CD, hotline

    “Jazz Bath: The Bath Bomb Sessions,” plays off of an existing commercial starring saxophone-playing character Jeff and quarterback Patrick Mahomes.

    By Aaron Baar • Nov. 21, 2022
  • Image attribution tooltip
    Courtesy of Oreo

    Hitting rewind: 7 pieces of nostalgic marketing that helped consumers unplug

    Deepfakes of ‘80s action stars, Blockbuster activations and retro video games made donning rose-colored glasses easier in a challenging year.

    By Nov. 21, 2022
  • Twitch's holiday livestream shopping event "Pog Picks" logo.
    Image attribution tooltip
    Courtesy of Twitch

    Twitch bets on livestream shopping with expanded holiday programming

    While long-form live shopping contracts elsewhere, Twitch has added more Pog Picks shopping events and nearly tripled sponsorship revenue.

    By Nov. 21, 2022
  • The "Cheetos Duster" novelty kitchenware product by Cheetos.
    Image attribution tooltip
    Courtesy of Frito-Lay

    Cheetos partners with Amazon for novelty kitchen gadget

    Touted as the brand’s kitchenware entrance, the Cheetos Duster helps users grind up the snack in pursuit of its dust that can be used in recipes. 

    By Aaron Baar • Nov. 18, 2022
  • Lionel Messi, Neymar Jr. and Raheem Sterling stand together with a crowd of people behind them in the players tunnel.
    Image attribution tooltip
    Courtesy of Anheuser-Busch InBev

    World Cup organizers reverse alcohol policy, throwing wrench in AB InBev’s plans

    FIFA said all sales on stadium perimeters are now banned, meaning some planned Budweiser activations “cannot move forward” just two days before kick-off.

    By Nov. 18, 2022
  • The Claussen Halftime Show Set during 'Pickled.'
    Image attribution tooltip
    Courtesy of Kraft-Heinz

    Claussen pickles sponsors star-studded pickleball match

    The Kraft-Heinz brand was an exclusive sponsor of “Pickled” on CBS as the marketing momentum behind pickleball continues.

    By Nov. 18, 2022
  • Lexus "Never Lose Your Edge" campaign image featuring Preeti Desai.
    Image attribution tooltip
    Courtesy of Lexus

    Campaign Trail: Why Lexus said no to the yellow brick road

    The luxury carmaker’s “Never Lose Your Edge” campaign pulls inspiration from “The Wizard of Oz” while urging consumers to challenge the status quo. 

    By Nov. 18, 2022
  • The Backstreet Boys pose for a JCPenny Holiday photo.
    Image attribution tooltip
    Courtesy of JCPenny

    JCPenney reimagines holiday variety shows for Facebook Live

    The “JCP Live Holiday Spectacular” feels a bit like a throwback to the holiday variety shows of the past.

    By Aaron Baar • Nov. 18, 2022
  • Lifestyle creators Sofia Bella @iamsofiabella (left) and Anna Sitar @annaxsitar (center), along with small business owner Brandon Blackwood @brandonblackwoodnyc (right).
    Image attribution tooltip
    Courtesy of American Express

    American Express partners with TikTok for small business accelerator

    The tie-up arrives ahead of Small Business Saturday and includes an offer for a $100 TikTok advertising credit. 

    By Aaron Baar • Nov. 17, 2022