Brand Strategy
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Courtesy of Scotts Miracle-Gro
Q&AHow Scotts Miracle-Gro evolves marketing as gardening goes year-round
The lawn care company is using influencers, AI and sports marketing to be an always-on partner for gardeners of all ages.
By Chris Kelly • April 1, 2026 -
Getty Images
How brands and agencies are operationalizing AI as the tech matures
Yum Brands and WPP officials discussed what is and isn’t working with artificial intelligence during IAB’s annual Public Policy & Legal Summit.
By Chris Kelly • March 31, 2026 -
Explore the Trendline➔
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TrendlineTop 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 -
Permission granted by Mike's Hard Lemonade
Mike’s Hard Lemonade looks to win over Gen Z with animated lemons
A trio of tough-talking citrus mascots anchor a new creative platform around authenticity that is rolling out with digital, social and streaming support.
By Peter Adams • March 31, 2026 -
Courtesy of Fanta
Fanta reaches out to gamers with Xbox anniversary collaboration
The brand’s first global campaign focused on gaming includes limited-edition packaging with a QR code that unlocks special challenges and rewards.
By Sara Karlovitch • March 31, 2026 -
Courtesy of Mars
Mars gum brands mix memes, ‘borrowed nostalgia’ in global campaign
The “Total Overthink of The Head” campaign includes a TikTok-first live experience called “Channel Your Inner Goat.”
By Chris Kelly • March 30, 2026 -
Justin Sullivan via Getty Images
Jack in the Box names CMO to strengthen product innovation, loyalty
Katelyn Zborowski previously spent over a decade at Yum Brands, where she helped develop more than 40 limited-time offerings for Taco Bell.
By Peter Adams • March 30, 2026 -
Retrieved from Old Spice on March 27, 2026
P&G’s Pritchard on how brands must navigate a new epoch in marketing
The brand chief at one of the world’s largest advertisers credited the speed of recent campaigns to the use of AI tools and its in-housing strategy.
By Chris Kelly • March 27, 2026 -
Courtesy of Aerie
How Aerie is pushing back against AI content with Pamela Anderson
CMO Stacey McCormick explains how the brand is spreading the word around its October pledge against using AI-generated bodies in its marketing.
By Jessica Hammers • March 26, 2026 -
Courtesy of Hollister
Why Hollister made a music video instead of a traditional ad campaign
The Abercrombie & Fitch brand teamed with singer-songwriter Gigi Perez to cover a Green Day classic as part of its largest summer campaign to date.
By Chris Kelly • March 26, 2026 -
Courtesy of Unilever
Unilever taps influencer agency for food biz as potential spinoff looms
Samy is tasked with developing a global influencer strategy for the CPG giant’s food business, which Unilever is in talks to sell to McCormick & Co.
By Chris Kelly • March 24, 2026 -
Courtesy of Ford
Ford strengthens MLB ties through exclusive, multiyear partnership
The brand will serve as the official automaker of the league, a move that arrives on the heels of MLB achieving record sponsorship revenue.
By Sara Karlovitch • March 23, 2026 -
Courtesy of Sprite
Sprite reasserts cultural bona fides with global platform, brand refresh
To engage Gen Z, “It’s That Fresh” utilizes creator-first social amplification and retail programming.
By Chris Kelly • March 20, 2026 -
Courtesy of Mr. Pibb
How Coca-Cola embraces a challenger mindset to market Mr. Pibb
The brand enlisted NBA legend Scottie Pippen in a campaign created by WPP Open X, led by Majority and amplified by Havas, Publicis and Zeno.
By Chris Kelly • March 20, 2026 -
Courtesy of Garage Beer
‘Dumb is hard to replicate’: How Garage Beer wins with content, community
Chief Creative Officer Corey Smale explains how the brand is authentically connecting with fans through absurd humor and crazy stunts.
By Chris Kelly • March 19, 2026 -
Courtesy of Colgate
Colgate aims for stressed millennials with campaign about resilience
“Your Smile Is Your Strength” includes tie-ups with over 30 content creators and a partnership with mental health app Calm for meditation content.
By Jessica Hammers • March 19, 2026 -
Courtesy of Coca-Cola
Coca-Cola’s CMO on hyper-personalizing marketing around the World Cup
Shakir Moin explains how the soda giant is using the global opportunity to demonstrate its “de-averaging at scale” principle in action.
By Chris Kelly • March 18, 2026 -
Courtesy of Kraft Heinz
How Kraft Heinz’s NFL deal could help the marketer get back on track
The five-year partnership comes as the CPG giant recently paused plans to split its condiment and grocery businesses.
By Chris Kelly • March 18, 2026 -
Courtesy of The Coca-Cola Company
Sprite reclaims NBA soft drink sponsorship in blow to PepsiCo’s Starry
Starry held the title effectively since its launch in 2023 while Sprite has stayed active in basketball culture, including through “Obey Your Thirst.”
By Peter Adams • March 17, 2026 -
Courtesy of JCPenney
Why JCPenney’s spring campaign bowed with a Paris, Texas, fashion show
Marisa Thalberg, chief customer and marketing officer at parent Catalyst Brands, discusses how a recent campaign plays off previous social-first efforts.
By Chris Kelly • March 16, 2026 -
Courtesy of Ugg
Ugg pays homage to B-movie classics and their handcrafted effects
Comedian Atsuko Okatsuka stomps around a miniature Los Angeles in social-heavy creative that takes inspiration from “Attack of the 50 Foot Woman.”
By Peter Adams • March 16, 2026 -
Retrieved from Burger King on March 13, 2026
Burger King’s CMO on firing its mascot as brand evolves in new campaign
“There’s A New King And It’s You” comes after Mojo Supermarket was appointed as the chain’s social agency of record.
By Chris Kelly • March 16, 2026 -
Permission granted by Zevia
Zevia doubles down on AI satire in ads starring creepy robot coworker
The campaign, which shows a robot employee short circuiting over a sip of Zevia, follows the brand skewering Coke’s AI-generated holiday marketing.
By Peter Adams • March 12, 2026 -
Courtesy of TreSemmé
TreSemmé links with ‘The Devil Wears Prada 2’ for affordable luxury push
The Unilever brand is focusing on traditional media for a campaign that features podcaster Paige DeSorbo and promotes its A-List Collection.
By Jessica Hammers • March 12, 2026 -
Courtesy of Celsius / Aston Martin
How Celsius is building brands — not just beverages — as growth surges
The company recently announced the creation of an in-house agency that is intended to “drive brand growth with speed, consistency and sophistication.”
By Chris Kelly • March 11, 2026 -
Courtesy of Molson Coors
Coors Banquet returns to live sports marketing following growth spurt
The brand’s media budget is getting a double digit increase, with TV ads scheduled to air during the 2026 MLB and college football seasons.
By Sara Karlovitch • March 11, 2026
