Brand Strategy

  • Harley-Davidson
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    Courtesy of Harley-Davidson
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    Harley-Davidson resets brand ahead of growth strategy rollout

    The motorcycle company gets back to basics in an ad set to Willie Nelson’s “On the Road Again” that will run nationally across broadcast and streaming.

    By • April 10, 2026
  • Megan Thee Stallion and Nickleback for Cheetos
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    Courtesy of PepsiCo
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    Column

    Campaign Trail: Cheetos soundtracks a heist with Megan Thee Stallion, Nickelback

    Chris Bellinger, chief creative officer at PepsiCo Foods U.S., explains how the brand and Gut Miami went big on the relaunch of Flamin’ Hot Dill Pickle snacks.

    By • April 10, 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
  • Svedka campaign imagery introducing it's Svedphone flip phone.
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    Courtesy of Sazerac
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    Svedka addresses Gen Z’s digital burnout with Y2K-inspired flip phone

    The Svedphone includes only two features — the ability to call and text — and follows the brand’s poorly received AI-generated Super Bowl ad. 

    By • April 9, 2026
  • Fever-Tree
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    Courtesy of Fever-Tree
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    Fever-Tree mixers celebrate mixology with first US creative platform

    The “Mix With The Best” effort expands Droga5’s relationship with Molson Coors, which has a strategic partnership with the nonalcoholic mixer brand.

    By • April 9, 2026
  • WNBA Commissioner Cathy Engelbert carries a basketball on the floor of the New York Stock exchange
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    Michael M. Santiago via Getty Images
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    P&G bets on WNBA and women’s sports with new multibrand sponsorship

    Olay, Secret and Downy are among the brands included in a multiyear deal that arrives as the league draws record viewership.

    By • April 8, 2026
  • A family eats Five Guys food at home
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    Courtesy of Five Guys
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    Five Guys serves up largest integrated brand campaign to date

    Created by indie agency Chemistry, “Your Burger Guy” will roll out across film, social, digital, audio and in-store channels.

    By • April 7, 2026
  • Colonel Sanders in a new KFC ad
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    Courtesy of KFC
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    KFC’s Colonel dances in the name of affordable fried chicken in new ads

    A campaign by Highdive and accompanying song, “Finger Lickin’ Machine,” see the mascot defy greedy boardroom executives to keep prices low. 

    By • April 7, 2026
  • U.S. Bank Stadium
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    Permission granted by Steve Bergerson, Courtesy of SMG & U.S. Bank Stadium
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    US Bank inks NFL sponsorship in latest step of brand’s cultural evolution

    CMO Michael Lacorazza details a deal that enlists likely top draft pick Fernando Mendoza as the bank’s Chief Financial Playmaker.

    By • April 7, 2026
  • Actor Cynthia Erivo, wearing Brooks Running workout gear, looks directly into the camera in an outdoor photo shoot
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    Permission granted by Brooks Running
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    Q&A

    Brooks CMO on shaping a global brand vision, with help from Cynthia Erivo

    The “Wicked” and “Dracula” star is featured in video ads and social content as part of a new campaign tied to her training for the London Marathon.

    By • April 7, 2026
  • Two people with a Coca-Cola bottle in front of the Statue of Liberty
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    Courtesy of Coca-Cola
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    Coca-Cola says ‘I’d Like to Buy America a Coke’ in America250 campaign

    The soda giant reimagined the song from its iconic 1971 “Hilltop” ad for an effort that includes limited-edition packaging that be scanned for prizes.

    By • April 6, 2026
  • A man plays a wax sax in a Bic ad
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    Courtesy of Bic
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    Bic reignites ‘Flick Your Bic’ tagline for a new generation

    A humorous ad created with agency Doner cheekily sets the mood and highlights the manufacturer’s line of lighter products.

    By • April 6, 2026
  • Dollar Shave Club products for women
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    Courtesy of Dollar Shave Club
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    Dollar Shave Club swipes at competition in first women’s grooming push

    CEO Larry Bodner calls the company’s new line “anti-Venus, anti-Billie, anti-Flamingo” and an antidote to “pink, sparkly, frilly” products pitched to women.

    By • April 6, 2026
  • Hands typing on a vintage typewriter.
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    Adobe Stock/Art_tata

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    Sponsored by ERM Marketing & Communications Agency

    Yes. Now is actually the best time to tell your organization’s sustainability story.

    Compliance is coming. Sustainability is about to become your advantage.

    April 6, 2026
  • A collage of Coke pairings at QSR chains
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    Courtesy of Coca-Cola
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    Coca-Cola reasserts fast-food dominance over Pepsi in new campaign

    For the first time, the soda giant is bringing together more than a dozen QSRs to demonstrate how diverse customers are united by their drink orders.

    By • April 2, 2026
  • An influencer arranges flowers
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    Courtesy of Walmart
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    Inside Walmart’s creator-driven social commerce playbook

    The company’s head of content, influencer and commerce shared the retail giant’s social principles and detailed its Walmart Creator program.

    By • April 2, 2026
  • Scotts Miracle-Gro
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    Courtesy of Scotts Miracle-Gro
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    Q&A

    How 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 • April 1, 2026
  • agentic AI commerce AI retailers digital shopping online retail payments
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    Getty Images
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    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 • March 31, 2026
  • A trio of animated lemon characters stand in front of a can of original Mike's Hard Lemonade
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    Permission granted by Mike's Hard Lemonade
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    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 • March 31, 2026
  • Call of Duty character Ghost drops into a combat zone to secure a Fanta can.
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    Courtesy of Fanta
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    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 • March 31, 2026
  • Mars gum campaign
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    Courtesy of Mars
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    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 • March 30, 2026
  • A photograph of a gray sign with a red box inside with white letters that says "Jack" under the box it says "in the box."
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    Justin Sullivan via Getty Images
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    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 • March 30, 2026
  • NFL players and Old Spice Guy in an ad
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    Retrieved from Old Spice on March 27, 2026
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    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 • March 27, 2026
  • Pamela Anderson poses on set for Aerie's "100% Aerie Real" campaign.
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    Courtesy of Aerie
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    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 • March 26, 2026
  • Gigi Perez plays guitar in a Hollister video
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    Courtesy of Hollister
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    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 • March 26, 2026
  • Unilever appoints Samy
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    Courtesy of Unilever
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    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 • March 24, 2026