Brand Strategy

  • Campaign imagery for Manischewitz's "Manischewitz Matchmakers" dating show.
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    Courtesy of Manischewitz
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    Manischewitz celebrates Jewish matchmaking with reality dating series

    The kosher foods brand is tapping into trends around episodic content with “Manischewitz Matchmakers,” which will air on social media in July.

    By • May 21, 2026
  • Man holds case of Athletic
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    Courtesy of Athletic Brewing
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    Athletic Brewing opens marketing tap to stand out in crowded summer

    The nonalcoholic beer brand expects to hike its national media spend 120% over the year-ago period to capitalize on events like America250 celebrations.

    By • May 21, 2026
  • A person holding a phone with "Ai" and a box that says "prompt" above it. Explore the Trendline➔
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    Getty Images
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    Trendline

    Top 5 stories from Marketing Dive

    From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.

    By Marketing Dive staff
  • Zevia product shot
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    Courtesy of Zevia
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    Q&A

    Zevia’s CMO on how the ‘radically real’ soda is stepping up marketing

    The better-for-you beverage brand recently teamed with Cardi B and has doubled marketing spend as a percentage of revenue over the last two years.

    By • May 21, 2026
  • A white sign covering the side of a parking garage reads "Actually go to the bank? Bless your heart." The Ally wordmark and "Do it right." slogan can be seen in the bottom right corner.
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    Caitlin Mullen/Marketing Dive
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    Ally courts millennial, Gen Z customers with new brand platform

    Developed with Anomaly LA, the “Life Today” campaign sees the digital bank throw playful shade on competitors’ brick-and-mortar model.

    By Caitlin Mullen • May 20, 2026
  • E.l.f. collaboration with Survivor
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    Courtesy of E.l.f.
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    E.l.f. blends into ‘Survivor 50’ finale with challenge-themed spots

    A trio of vignettes drop content creator Delaney Rowe into the cutthroat world of the show, where she gets a leg up by applying E.l.f. products.

    By • May 20, 2026
  • Centenario campaign
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    Courtesy of Centenario Tequila
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    Centenario Tequila celebrates Mexican pride in campaign ahead of World Cup

    “Todo o Nada” was led by an all-Mexican creative team and will run in the U.S. across linear TV, digital video and both paid and organic social channels.

    By • May 20, 2026
  • Oscar Mayer's Wienie 500
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    Courtesy of Oscar Mayer
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    Oscar Mayer’s Wienermobile race returns with bolder media blitz

    After boosting hot dog sales last year, the event is jumping from streaming to broadcast as the Kraft Heinz brand looks to win Memorial Day weekend.

    By • Updated May 19, 2026
  • A soccer ball and bronze "2026" lettering in front of an American flag.
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    CrailsheimStudio via Getty Images
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    How brands are taking the marketing pitch for the World Cup

    Major marketers across alcohol, beverage, snacks and retail are rolling out campaigns that look to engage soccer fans during the tournament.

    By • May 18, 2026
  • TJ Palma for Garnier
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    Courtesy of Garnier
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    Garnier taps ‘Love Island’ star to pitch hair ‘moose’ to next generation

    The L'Oréal brand is using social chatter to tease a new campaign featuring TJ Palma, who misinterprets instructions around promoting hair mousse.

    By • May 15, 2026
  • Three people sit on a sofa, heads not visible. All three hold Miller Lite's, with the person in the center holding the matchball.
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    Courtesy of Mischief
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    Miller Lite puts 12-pack in soccer ball as part of World Cup campaign

    The effort includes ad spots, influencer partnerships, consumer promotions and the limited-edition Miller Time MVP Matchball.

    By • May 14, 2026
  • Svedka campaign imagery introducing it's Svedphone flip phone.
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    Courtesy of Sazerac
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    Q&A

    Svedka’s senior brand director on the vodka’s future-forward marketing

    David Binder talks about the vodka maker’s controversial AI-generated Super Bowl debut and its future marketing plans under Sazerac.

    By Aaron Baar • May 14, 2026
  • Carmelo Anthony for CeraVe
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    Courtesy of CeraVe
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    CeraVe taps into basketball lore for latest social-first campaign

    The effort uses what Cha Spruce, executive creative director of earned media for North America at Ogilvy, calls a “little fires everywhere” approach.

    By • May 13, 2026
  • A young cookout attendee in a sports jersey squirts Heinz yellow mustard on a hot dog
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    Permission granted by The Kraft Heinz Company
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    Kraft Heinz’s biggest portfolio campaign to date celebrates America250

    The CPG giant is uniting several of its top brands to capitalize on cookout season as it ramps up marketing spend to support its turnaround.

    By • May 12, 2026
  • LeBron James plays basketball in a Nike ad
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    Courtesy of Nike
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    Deep Dive

    Where Nike’s marketing comeback is stumbling — and where it can still win

    A recent whiff around the Boston Marathon is indicative of the brand’s struggles to pull off aspirational messaging it once executed with rare finesse.

    By • May 12, 2026
  • NBCUniversal's Mark Marshall
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    Courtesy of NBCUniversal
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    NBCUniversal leans into legacy media status, pushes performance at upfront

    The media company will roll out live contextual ads, a tool that retargets viewers of live events and its insights hub in Q4.

    By • May 12, 2026
  • Basketball players for Foot Locker
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    Courtesy of Foot Locker
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    Foot Locker debuts year-round basketball brand platform under new CMO

    Brett O’Brien, previously chief sports officer at PepsiCo, was appointed by the retailer after it was acquired by Dick’s Sporting Goods in September.

    By • May 12, 2026
  • Home Depot Men in Blazers bus
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    Courtesy of Home Depot
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    How Home Depot is crafting content on the road to the World Cup

    The retailer and soccer-focused media network Men in Blazers are teaming up on a traveling studio that will tap into the game’s culture across the U.S.

    By • May 11, 2026
  • Young office workers examining information of laptop, black man talking to his colleagues
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    AnnaStills/Shutterstock.com

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    Sponsored by Zeta Global

    The gap between modern and legacy ESPs is widening

    If your brand is struggling to capture gains from AI, it may be your email marketing platform. Discover four aspects that separate modern from legacy platforms.

    By Chad S. White, GVP of CRM Strategy, Zeta Global • May 11, 2026
  • Tecate campaign still
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    Courtesy of Tecate
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    Column

    Campaign Trail: Tecate empowers repatriated Mexicans

    Created with LePub Mexico City, “Welcome Back, Paisano” uses a sharp sense of humor to help the brand move from purpose to action.

    By • May 8, 2026
  • A bottle of Heinz tomato ketchup is displayed next to a box of Kraft Mac & Cheese
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    Justin Sullivan via Getty Images
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    Kraft Heinz hikes marketing spend 37% as turnaround takes shape

    The CPG giant highlighted innovations like its new protein-packed Kraft Mac & Cheese and a five-year sponsorship deal with the NFL. 

    By • May 7, 2026
  • Jessica Alba poses for Luna Bar.
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    Courtesy of Luna Bar
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    Luna Bar strategizes new era with social ads starring Jessica Alba

    The Mondelēz-owned snack bar brand’s “Easy to Love” campaign represents its first major creative push in nearly a decade.

    By • May 7, 2026
  • Papa Johns Toy Story collaboration
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    Courtesy of Papa Johns
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    Q&A

    Papa Johns’ CMO on driving cultural relevance with a ‘Toy Story’ tie-up

    Jenna Bromberg digs into recent moves around marketing co-ops and agency partners and how the chain is working with Google Cloud on AI.

    By • May 7, 2026
  • target
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    Brandon Bell via Getty Images
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    Target’s digital chief breaks down the retailer’s creator overhaul

    Sarah Travis details two new offerings designed for the social commerce boom and addresses frustration with the wind down of a prior affiliate program. 

    By • May 6, 2026
  • Fox Advertising out-of-home ad
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    Courtesy of Fox
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    Fox’s refreshed pitch to advertisers connects fandoms to outcomes

    CMO Puja Vohra details how the slim portfolio of sports, news and entertainment supports a new “Turn Passion into Performance” tagline.

    By • May 5, 2026
  • Thierry Henry and Lionel Messi for Lay's
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    Courtesy of Lay's
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    Lay’s World Cup marketing strategy focuses on ‘scaled intimacy’ with fans

    Along with star-studded ads anchored on a real watch party, the brand is hosting a 4 million followers-strong WhatsApp group to drive connection. 

    By • May 5, 2026