Brand Strategy

  • Anheuser-Busch building exterior
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    Joe Raedle via Getty Images

    AB InBev exec on the creativity overhaul behind a historic Cannes Lions win

    Beginning in 2018, the marketer embarked on a plan to develop a sustained creativity system that is now paying off, according to marketing culture lead Ryan Verschoor.

    By March 27, 2023
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    Blue Planet Studio via Getty Images

    Ad market avoids falling off a cliff thanks to media innovation, Magna says

    The effects of economic uncertainty will be mitigated by the rise of retail media, the growth of ad-supported streaming and the automotive industry's recovery.

    By March 27, 2023
  • Bike lane in evening. Sign for bicycle painted on the asphalt. Car and traffic in background. Dividing line. Shadow from sunset sun. Explore the Trendline
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    olaser via Getty Images

    The Marketing Dive Outlook on 2023

    Key into where the industry winds are blowing in 2023 across media, emergent technology and the public mood.

    By Marketing Dive staff
  • The label on Levi's jeans
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    Sean Gallup via Getty Images

    Levi’s to test AI models to expand the brand’s online diversity

    The company says the hyper-realistic models will create a more “inclusive customer experience,” but it stressed they won’t replace human models.

    By Natalie Schwartz • March 27, 2023
  • A bottle of Heinz vodka pasta sauce is ensconced in a clear glass bottle with some cheese.
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    Retrieved from Absolut on March 24, 2023

    Heinz, Absolut cook up limited-edition vodka pasta sauce

    The supporting campaign invokes the vodka brand’s ‘80s aesthetic while expanding the condiment maker’s ongoing efforts to tap into foodie culture.

    By March 24, 2023
  • Mike's Hard Comeback Hotlime x Mike Miller
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    Courtesy of Mike's Hard

    Mike’s Hard revives fan-favorite flavor with ‘comeback’ hotline

    Timed around March Madness, the brand has tapped former basketball star Mike Miller to launch the Mike’s Hard Comeback Hotlime.

    By March 24, 2023
  • Sam's Club
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    Courtesy of Sam's Club

    Sam’s Club bridges online and in-store data gap

    Through the retailer’s new feature, advertisers can now gather real-time, first-party insights on members’ in-store purchases. 

    By Peyton Bigora • March 23, 2023
  • A phone with the App Store download page for TikTok open.
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    Drew Angerer via Getty Images

    75% of marketers expect to spend more on TikTok even as ban looms

    As the battle over the future of TikTok intensifies, 56% of marketers believe it is highly or somewhat unlikely that the federal government will ban the platform.

    By March 23, 2023
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    Chris J Ratcliffe / Stringer via Getty Images

    Gap pumps brakes on retail media unit

    The pause shows not all retail media networks are a surefire bet, even as overall ad sales by retailers are expected to sustain meteoric growth.

    By March 23, 2023
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    NiseriN via Getty Images

    Why PepsiCo’s women’s soccer sponsorship is about more than signage

    Mark Kirkham, senior vice president and CMO of international beverages, discussed why sponsors should invest in ways that elevate the sport.

    By Aaron Baar • March 23, 2023
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    Jacob Lund via Getty Images

    CMOs struggle to balance first-party data needs with value creation

    New Gartner research challenges some conventional wisdom, including the belief that managing fewer channels leads to more effective data acquisition.

    By March 22, 2023
  • Campaign image for Ford's "Built Ford Proud" effort that includes images of actor Sydney Sweeney, stunt driver Dee Bryant and surfer Kai Lenny.
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    Courtesy of Ford Motor Company

    Ford shifts toward purpose with ‘Euphoria’ star Sydney Sweeney

    The actor will host an Auto 101 TikTok series and will debut her female-focused workwear collection made in collaboration with Dickies. 

    By March 22, 2023
  • Coca-Cola AI art
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    Courtesy of Coca-Cola

    Coke asks consumers to generate art with new AI platform

    The first fruit of the marketer's collaboration with Bain & Company and OpenAI combines the buzzy GPT-4 and DALL-E solutions.

    By March 21, 2023
  • A group of diverse people sit at a table.
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    Courtesy of Anheuser-Busch InBev

    Stella Artois crashes into dining trends, shifts brand positioning

    The AB InBev brand is putting a bigger focus on casual dining in an attempt to court consumers as dinner habits evolve. 

    By March 20, 2023
  • NBA app
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    Courtesy of NBA

    NBA scores by personalizing emails with blend of timely content

    Conversion and click-through rates got a boost when fan interests were reflected in dynamic content like animations, countdown timers and GIFs.

    By Aaron Baar • March 20, 2023
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    Mario Tama via Getty Images

    Tide inserts Kumail Nanjiani into messy viral videos for bigger pods push

    The actor pops up in viral posts, like one where a baby is covered in peanut butter, to promote overhauled Tide Power Pods with more detergent.

    By March 17, 2023
  • Several sheep mill around a bar
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    Courtesy of Bushmills Irish Whiskey

    Bushmills unleashes sheep on NY bar for St. Patrick’s Day campaign

    In a humorous new ad, the Irish whiskey brand urges bar goers to avoid herd mentality and ditch its competitors.

    By March 17, 2023
  • Smartwater campaign
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    Courtesy of Smartwater

    Campaign Trail: Smartwater elevates hydration with athletes — and Pete Davidson

    The Coca-Cola brand teamed with VMLY&R to show how its latest innovation helps consumers elevate their lives in a variety of ways.

    By March 17, 2023
  • A sign is posted in front of a Pinterest office on February 06, 2023 in San Francisco, California.
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    Justin Sullivan / Staff via Getty Images

    Northwestern Mutual, Pinterest team to give free financial advice to Gen Z

    “From Pinning to Planning” includes an online quiz that users can take to reveal their Pinterest Persona and receive custom financial advice. 

    By Aaron Baar • March 16, 2023
  • Meta logo sign outside California headquarters
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    Kelly Sullivan via Getty Images

    Meta’s ‘year of efficiency’ brings lofty AI ambitions — and more mass layoffs

    The company detailed a restructuring plan that will see 10,000 more layoffs and a focus on AI, speaking to the impacts the tech could have on social media.

    By March 16, 2023
  • An image from Heinz's Fortnite tomato farm island.
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    Courtesy of Heinz

    Heinz highlights soil degradation with Fortnite island

    The ketchup maker is looking to raise awareness about sustainable farming, tasking Fortnite players with keeping a shrinking farm up and running.

    By March 16, 2023
  • Twisted Tea VasectomUndies
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    Courtesy of Twisted Tea

    Twisted Tea drops vasectomy underwear for March Madness

    The hard iced tea brand's novelty merch is timed to an increase in vasectomies that occur during the NCAA basketball tournament.

    By March 16, 2023
  • A Coors-icle in blue and silver packaging rests against a can of Coors light against a blue backdrop.
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    Courtesy of Molson Coors

    Coors Light helps calm anxious basketball fans with beer-flavored ice pops

    The brewer is taking its “Made to Chill” tagline a step further with limited-edition frozen treats timed to March Madness.

    By March 15, 2023
  • A photo of a guest viewing an augmented reality experience on Denny's menu.
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    Courtesy of Denny's

    Denny’s serves up AR experience with new menu overhaul

    Guests can take a virtual tour of Denny’s new menu and get exclusive deals, as part of a brand update that includes new kitchen equipment and food offerings. 

    By Julie Littman • March 15, 2023
  • A Chevrolet Volt extended-range electric vehicle
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    Bill Pugliano via Getty Images

    General Motors CMO Deborah Wahl to retire

    Along with helping GM navigate the challenges of the coronavirus pandemic, Wahl has helped lead the automaker’s move toward an all-electric future.

    By March 15, 2023
  • Rapper Lil Baby behind the metal head of a goat with four arms each holding a different fragrance.
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    Courtesy of Axe

    Axe enlists Lil Baby to redefine premium through national push

    “The Fine Fragrance G.O.A.T.” markets the brand’s affordable line of premium products and looks to appeal to Gen Z with themes like gaming.

    By March 14, 2023