Dodging the pitfalls of meme-inspired branding

With an intuitive and aesthetic understanding of online subcultures, marketers can create anchors for their brand that leave room for growth, writes CBX's Jaime Klein Daley.

By Jaime Klein Daley • Feb. 25, 2020

Burger King's moldy Whopper ad sparks visceral reactions, but scores on subversion

An analysis found the gross-out concept underperformed in areas such as stoking desire, but successfully captured attention above category benchmarks.

By Peter Adams • Feb. 24, 2020

Explore the Trendline➔

Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

Liquid Death water promotes recyclable packaging with demons in hell

The water brand pushes an alternative to plastic bottles in an edgy new campaign that lands in advance of its national Whole Foods rollout.

By Dianna Christie • Feb. 24, 2020

Jack Daniel's documentary hits 850 theaters in May

"Chasing Whiskey: The Untold Story of Jack Daniel's" was filmed in five countries to show the brand's global appeal and will run for one night only.

By Robert Williams • Feb. 24, 2020

Why marketers must evolve their outlook on gender — or lose out

From consumer campaigns to product design, the adoption of less narrow, binary definitions of gender could be critical to growth and winning over audiences like Gen Z.  

By Peter Adams • Feb. 24, 2020

Tecate shifts focus to Mexican-American heritage, leaving macho messaging in rearview

To position itself as culturally relevant, the brand is launching an extensive campaign and dropping its boxing sponsorships to focus on soccer and music.

By Peter Adams • Feb. 21, 2020

McDonald's beefs up branded merch with Quarter Pounder products, including scented candles

Quarter Pounder Fan Club merchandise, which includes T-shirts, mittens and a heart-shaped locket, will be unveiled on Instagram as it becomes available.

By Dianna Christie • Feb. 21, 2020

Wayfair taps Kelly Clarkson as brand ambassador for fresh campaign

In a series of ads, the former "American Idol" star and "The Voice" coach will unpack boxes and demonstrate the ease of online furniture shopping.

By Dianna Christie • Feb. 21, 2020

Campaign Trail: McDonald's type-only ads illustrate the power of visual identity

Omitting the golden arches and recognizable burger imagery, the minimalist creative flexes the fast-food behemoth's iconic status.

By Natalie Black (Koltun) • Feb. 21, 2020

Pepsi links gamified AR to packaging, social as part of global soccer push

Users who scan QR codes can activate virtual versions of stars like Lionel Messi and Paul Pogba and pit them in a game of keepie uppie.

By Peter Adams • Feb. 20, 2020

Puma brings targeted hologram ads to car roofs for NBA All-Star game

Virtual Sky Dreamer sneakers and 3D basketballs floated atop vehicles near Chicago landmarks last weekend.

By Dianna Christie • Feb. 20, 2020

What the Aflac Duck can teach marketers about taking creative risks

After 20 years, the mascot still holds lessons around experimentation, brand evolution and launching a company into the zeitgeist after struggling for recognition.

By Chris Kelly • Feb. 20, 2020

Buffalo Wild Wings rebrands Bone Thugs-N-Harmony as Boneless Thugs-N-Harmony

Through the name change, a behind-the-scenes video and related merch, the effort builds a story around a menu item and a legendary hip-hop group.

By Dianna Christie • Feb. 20, 2020

Burger King promotes moldy Whopper as part of 'real food' push

A subversive video celebrating the removal of artificial preservatives from the Whopper shows a time-lapse of a burger rotting.

By Peter Adams • Feb. 19, 2020

Chili's wants you to 'laugh so hard you pee a little' with new campaign

Focusing on its on-premise experience, the Brinker International chain dabbles in ASMR, experiential marketing and more.

By Dianna Christie • Feb. 19, 2020

Subaru accelerates storytelling for Outback with BuzzFeed, YouTube mini-series

Digital content integrations, including an interactive video quiz, extend a TV campaign focused on emotional storytelling.

By Dianna Christie • Feb. 18, 2020

How Unilever can change CPG marketing by shifting Wall's ice cream ads away from kids

Adopting more responsible advertising and marketing principles for foods and beverages designed for children could be a game-changer for the CPG giant and its competitors.

By Cathy Siegner • Feb. 18, 2020

Domino's taps Norm from 'Cheers' to promote new pickup feature

An ad integrates classic footage from the TV show to stoke consumers' nostalgia and highlight tech that knows customers' names. 

By Dianna Christie • Feb. 18, 2020

Kraft Heinz to boost media spending by 30% while cutting agencies

A focus on bigger brands that have more momentum and better margins comes as sales fell for the fourth straight quarter.

By Robert Williams • Feb. 14, 2020

Starbucks names new CMO focused on bridging physical, digital experience

In his prior roles at the company, 18-year veteran Brady Brewer helped guide areas like delivery and mobile app offerings.

By Peter Adams • Feb. 14, 2020

Sweetgreen taps celeb chef David Chang to promote new sustainable salad

The Momofuku founder stars in a humorous video series alongside fish puppets to discuss the new environmentally friendly kelp offering.

By Dianna Christie • Feb. 14, 2020

Secret adds Serena Williams' star power to gender equality push

A partnership will include several campaigns starring Williams, who will also assist the brand in conducting research around gender bias in sports. 

By Dianna Christie • Feb. 13, 2020

Sprite Ginger debuts with streetwear line, wide-ranging marketing push

The brand's first capsule collection was teased on social media and outdoor ads ahead of its release, similar to a sneaker drop.

By Dianna Christie • Feb. 13, 2020

What Brandless' downfall says about brand building in the digital era

One of the biggest casualties to recently impact the DTC category carries lessons for legacy marketers.

By Peter Adams • Feb. 13, 2020

KFC, Crocs strut fried chicken-themed clogs at New York Fashion Week

Collaborative footwear featuring scented drumstick charms will be available to consumers this spring.

By Peter Adams • Feb. 12, 2020