Brand Strategy

  • 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
  • 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
  • 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
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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
  • Toyota’s all-electric vehicles
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    Courtesy of Toyota
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    Toyota merges four distinct campaigns in EV push

    With EV sales on the rise, the automaker worked with four separate agencies to create a diverse set of creatives that target key demographics.

    By • May 5, 2026
  • Maria Menounos, Wendell Holland and Eric Eremita on the set of "Designed To Last"
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    Courtesy of Disney Advertising
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    Why American Family Insurance made a reality competition series for Hulu

    CMO Sherina Smith explains how “Designed To Last” taps into streaming TV behaviors and allows the brand to engage more deeply with consumers.

    By • May 5, 2026
  • Real Moms of the Group Chat for DoorDash
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    Courtesy of DoorDash
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    DoorDash delivers memes, reality TV moms for Mother’s Day campaign

    A hero spot and social content spotlight the mom group chat as part of an effort that includes deals with Ulta, Old Navy and more.

    By • May 4, 2026
  • Qualcomm Snapdragon
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    Courtesy of Snapdragon
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    How Qualcomm is building an iconic consumer brand for the AI era

    CMO Don McGuire details the tech giant’s work to develop consumer brand Snapdragon, which culminates in a new campaign by 72andSunny.

    By • May 4, 2026
  • People working and sitting on chairs in the clouds
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    Permission granted by Elev8
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    Sponsored by Elev8

    Elev8 broker: Brand launch with sky-high ambitions

    Where firms play it safe with marketing, one brokerage breaks through.

    May 4, 2026
  • Man works in construction in Ford ad
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    Courtesy of Ford
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    Ford CMO on bringing American values to life for nation’s 250th birthday

    Global CMO Lisa Materazzo explains how the automaker is looking to shift the tone of the marketing world from big and loud to action oriented.

    By • May 1, 2026
  • Signage is seen at a Nestle facility June 19, 2006 in Franklin Park, Illinois.
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    Tim Boyle via Getty Images
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    How Nestlé turns creator content into brand-suitable ads at scale

    The CPG giant is deploying a new tool from CreatorIQ and CreativeX that identifies and scores creator posts that can work as paid media.

    By • April 30, 2026
  • Imagery for Claire's "A Claire's Girl SMR" campaign
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    Courtesy of Claire's
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    Claire’s marks next chapter with Gen Alpha-focused ASMR campaign

    “A Girl SMR at Claire's” includes ASMR set-ups, a Summer Sensory Shop, creator tie-ups and a presence on teen-focused social platform Coverstar.

    By • Updated April 30, 2026
  • Kids in Carter's x Umbro clothing
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    Courtesy of Carter's
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    Q&A

    Carter’s CMO on evolving marketing by pairing heritage with progress

    The first creative under Global CMO Sarah Crockett captures a universal truth of youth sports: Parents around the world will eventually shout “Wrong goal!”

    By • April 30, 2026
  • IShowSpeed for Expedia
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    Courtesy of Expedia
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    Expedia bets on creator-led marketing with IShowSpeed partnership

    The platform is becoming the official travel partner of the livestreamer known for his globe-trotting endeavors and rabid Gen Z fandom. 

    By • April 29, 2026
  • Andres Cantor for Coors Light
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    Courtesy of Coors Light
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    Coors Light elongates name to celebrate World Cup goals

    The campaign, which includes a national ad spot by Droga5, is also timed to the brand’s release of its first nonalcoholic beer next month.

    By • April 29, 2026
  • A sign on a Chipotle restaurant.
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    Spencer Platt via Getty Images
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    Chipotle appoints Fernando Machado as chief brand officer

    The former CMO at companies including Burger King and Activision Blizzard takes a role last held by longtime brand marketer Chris Brandt.

    By • April 27, 2026
  • Diplo in a Celsius ad
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    Courtesy of Celsius
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    Celsius unites sports, music and culture ahead of soccer-centric summer

    Soccer stars, DJ Diplo and creator Marlon Garcia feature in a new ad that reimagines the brand’s “Live. Fit. Go.” slogan as “Live. Fit. Goal.”

    By • April 27, 2026
  • Diet Coke Devil Wears Prada 2 tie-up
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    Courtesy of Coca-Cola
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    Deep Dive

    How ‘Devil Wears Prada 2’ designed a ‘fashion collection’ of brand partners

    Diet Coke, L’Oréal, Grey Goose, Starbucks and others use a variety of marketing tactics to deepen partnerships with the highly anticipated sequel.

    By • April 27, 2026
  • A customer uses a chatbot on their phone
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    Getty Images
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    The pros and cons of adding AI to first-party experiences

    Major brands are introducing AI into their experiences, but are consumers interested in using these options over more traditional channels?

    By Bryan Wassel • April 27, 2026
  • Robert Pattinson appears in a 1664 campaign
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    Courtesy of 1664
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    Column

    Campaign Trail: 1664 taps multiple Robert Pattinsons to examine good taste

    The beer brand formerly known as Kronenbourg 1664 worked with agency Fold7 and director Brady Corbet to answer “A Question of Good Taste.”

    By • April 24, 2026
  • Aerie Realmakers Community collage of images of creators
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    Courtesy of Aerie
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    Aerie ups commitment to authenticity with enhanced creator program

    The Realmakers Community program offers creators commissions and a chance to be featured across Aerie social channels and platforms.

    By • April 23, 2026
  • Garage Beer Last True Cold One title card
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    Courtesy of Garage Beer
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    Deep Dive

    What marketers need to know as branded films return to screens

    E.l.f., Garage Beer and Texas Pete executives dig into the concerns and opportunities around a resurgent trend in long-form content.

    By • April 23, 2026