Brand Strategy


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    Retrieved from Birkenstock on July 05, 2022

    Birkenstock's first paid global campaign says feet are 'Ugly for a Reason'

    The effort with The New York Times’ T Brand Studio features a documentary series about the evolution of the foot and how that informed the brand’s orthopedic focus.

    By July 5, 2022
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    Jeff J Mitchell/Getty Images via Getty Images

    Diageo buys flavor tech company to streamline drink exploration, path to purchase

    The world’s second largest distiller is hoping to match consumers — especially young ones — with a whiskey, eliminating the costly experimentation process.

    By July 5, 2022
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    ViewApart via Getty Images
    Trendline

    The Marketing Dive Outlook on 2022

    Despite continued uncertainty, the past two years have provided plenty of lessons for marketers looking for a way forward. Read on for the trends and topics that could shape the industry in 2022.

    By Marketing Dive staff
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    Alberto E. Rodriguez/Getty Images via Getty Images

    Coke, Lacoste see significant value for 'Stranger Things' product placements

    Ahead of the premiere of the second volume of the fourth season, YouGov Stream released data on the value of exposure for brands featured in the show.

    By July 1, 2022
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    Courtesy of One Esports

    Marriott ties Bonvoy to 'Gamer's Paradise' series focused on Asia

    The digital variety show, which was produced by One Esports, airs in 15 installments that showcase gaming’s diversity in the region.

    By July 1, 2022
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    Courtesy of The Body Shop
    Column

    Campaign Trail: The Body Shop weaponizes graphics to take on anti-LGBTQ bills

    The beauty brand spelled out support for a wide range of sexual orientations and gender identities as part of efforts to combat bills like Florida's so-called "Don't Say Gay" law, which goes into effect today.

    By July 1, 2022
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    Courtesy of Chipotle Mexican Grill

    Chipotle rolls up texting, sports and loyalty to drive results

    Despite not being an official sponsor of the NBA, the chain hid a code in its TV ads during the Finals that loyalty members could text to unlock a special offer.

    By June 30, 2022
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    Courtesy of Snap

    Coke celebrates summer with AR music experience on Snapchat

    The AR content in the photo-messaging app features Australian rapper The Kid Laroi performing a new song.

    By June 30, 2022
  • Nike attributes digital revenue growth to demand across mobile apps

    The sportswear giant saw the highest traffic for its commerce app yet with a campaign celebrating the brand’s 50th anniversary.

    By June 30, 2022
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    Permission granted by McDonald's USA

    McDonald's stakes out virtual summer camp in mobile app

    Featuring merchandise, menu hacks and music performances, the 27-day effort offers another sign the chain views its app as a linchpin to winning Gen Z.

    By June 30, 2022
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    Courtesy of The Coca-Cola Company

    Coke teams up with Marshmello for limited-edition flavor

    The brand’s first flavor co-created with an artist is the latest effort to come out of the Coca-Cola Creations platform that launched earlier this year.

    By June 30, 2022
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    Courtesy of Honda

    Honda invites gamers to Hondaverse in Fortnite on Twitch

    Creator SypherPK hosts a series of livestreams where he explores the virtual world as the auto brand doubles down on its outreach to gamers.

    By June 30, 2022
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    Retrieved from Ben Rothstein/Prime Video on June 29, 2022

    CMO of Amazon Prime Video, Studios exits at transitional moment for streaming

    Ukonwa Ojo, who held the role for two years, is leaving as the platform readies itself for “Thursday Night Football,” a pricey “Lord of the Rings” show and more.

    By June 29, 2022
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    Courtesy of Old Spice

    Old Spice teams with Arby's to tackle 'meat sweats'

    Along with a new spot, the collaboration includes a limited-edition kit featuring a roast beef-patterned sweat suit and two cans of antiperspirant.

    By Updated June 29, 2022
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    Retrieved from YouTube on June 29, 2022

    Save A Lot puts private brands front and center in new ad campaign

    The video spots, which show store brands muscling out their mainstream equivalents, underscore the growing importance of private label in connecting with shoppers amid ongoing high inflation.

    By Catherine Douglas Moran • June 29, 2022
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    Retrieved from Alka-Seltzer on June 28, 2022

    Alka-Seltzer drops new hangover-relief product with help from T-Pain

    A remix of the brand’s classic jingle from the “Buy U a Drank” singer is tied to a TikTok dance challenge catering to the younger crowd.

    By June 28, 2022
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    Courtesy of Sweetgreen

    Sweetgreen launches digital feature to reward customers for meeting goals

    The chain partnered with TikTok creator Emmanuel Duverneau to create content on the platform as part of a campaign designed by its in-house agency.

    By Julie Littman • June 28, 2022
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    Mark Wilson via Getty Images

    Program cutting carbon emissions from ads goes global with agency backing

    An international expansion of the Ad Net Zero pledge is supported by all of the leading ad-holding groups and marketers like Unilever.

    By June 27, 2022
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    Eamonn M. McCormack via Getty Images

    Cannes Lions returns energized but in tension with real-world problems

    Economic concerns and environmental protests rubbed up against the “we’re back” attitude of advertising’s glitziest confab.

    By June 27, 2022
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    Wellmeier, Ed. (2021). [Photograph]. Retrieved from Flickr.

    American Eagle Outfitters launches NFT Apparel Shop

    While it isn’t a sale of NFTs, the launch is a way to bring physical items to customers who might be fans of NFT designers.

    By Dani James • June 24, 2022
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    Courtesy of Bacardi

    Bacardi unveils line of wearable QR codes to promote up-and-coming artists

    The rum brand partnered with a streetwear label and a Grammy Award-winning record producer to create a clothing line that links to a new album.

    By June 24, 2022
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    Anthony Kwan via Getty Images

    Metaverse madness: What brands are doing to cut through the noise

    As marketers rush to plant a flag on the still-nascent space, lessons about what is and isn't working have begun to emerge.

    June 24, 2022
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    Courtesy of The Kraft Heinz Company

    Kraft rebrands macaroni and cheese to promote comfort food positioning

    Changes are subtle, including adopting the commonly used “Mac & Cheese” name, but could resonate with consumers who value positivity and self-care.

    By June 23, 2022
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    Courtesy of Miller Lite

    Miller Lite honors female brewer Mary Lisle with limited-edition cans

    The Fourth of July packaging play seeks to reach female consumers while educating the public on an overlooked aspect of the history of U.S. brewing.

    By June 23, 2022
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    Courtesy of Lowe's

    Lowe's releases limited-edition NFT collection, digital assets for builders

    The retailer wants to focus on its digital offerings as its pandemic-induced boom declines.

    June 23, 2022
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    Courtesy of Mastercard

    Mastercard expands sonic branding with 'Priceless' album

    The multi-artist album features original songs that incorporate the melody of the company’s brand sound.

    By June 22, 2022