Brand Strategy
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Courtesy of Knorr
Knorr taps into viral social trends with latest dating-focused campaign
The Unilever brand is amplifying user-generated content via a TikTok Branded Mission as part of an effort that includes media tie-ups and events.
By Chris Kelly • March 9, 2026 -
Courtesy of Burger King
Burger King names 2 new agencies following viral Whopper bite moment
Mojo Supermarket, now the chain’s U.S. social AOR, claimed credit for a video swiping at McDonald’s CEO Chris Kempczinski’s awkward Big Arch review.
By Peter Adams • March 9, 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 -
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Anheuser-Busch boosts marketing efforts through extended MLB tie-up
The deal, which continues a nearly 50-year partnership, includes MLB.TV integrations, the collective use of athletes and player endorsements and more.
By Sara Karlovitch • March 9, 2026 -
Courtesy of Unleashed Brands
Why Unleashed Brands tapped VaynerX to pump up social media marketing
CMO Pat O’Toole, formerly of Burger King, details his first campaign at the youth-enrichment company, in support of Urban Air Adventure Park.
By Chris Kelly • March 6, 2026 -
Courtesy of McDonald's
McDonald’s reality TV-inspired campaign turns kiosks into confessionals
The social-heavy effort, made with agency Golin, comes as the chain faces social media and competitor blowback for a video featuring its CEO.
By Chris Kelly • March 5, 2026 -
Courtesy of Ford
How Ford is accelerating its global campaign amid return to Formula 1
The automaker will utilize Apple TV’s sequential ad capabilities to turn ad breaks into a narrative “micro-docuseries” focused on its engineering prowess.
By Chris Kelly • March 5, 2026 -
Courtesy of Graza
Graza olive oil enters new category with largest paid campaign to date
“Seriously Serious” uses absurdist humor to highlight the marketer’s quality-first approach and was created with agency Nice&frank.
By Jessica Hammers • March 4, 2026 -
Courtesy of Brooks Brothers
How Brooks Brothers is refreshing the oldest apparel brand in the US
The “Make It Yours” campaign transforms the brand’s positioning and spans social, digital, online video and out-of-home channels.
By Chris Kelly • March 4, 2026 -
Justin Sullivan via Getty Images
Chili’s CMO promoted to translate winning playbook to Brinker’s other brand
George Felix will lead marketing for both Chili’s and Maggiano’s Little Italy, which has lagged behind its sister brand’s eye-popping run of sales growth.
By Peter Adams • March 3, 2026 -
Courtesy of Papa Johns
Why Papa Johns is going back to basics in latest marketing shakeup
The pizza chain plans to support new product launches with a creative platform developed in partnership with Leo Chicago.
By Chris Kelly • March 3, 2026 -
Courtesy of Merrell
Merrell’s first global brand platform looks to redefine the outdoors
Created with Uncommon Creative Studio, the “It Starts Outside” campaign will roll out globally across social, digital and connected TV.
By Chris Kelly • March 2, 2026 -
Courtesy of Amazon
Inside Mercedes-Benz’s custom Amazon Prime Video ads push around the NBA
CMO Melody Lee explains how short-form content helped the automaker integrate customer benefits without interrupting their viewing experience.
By Chris Kelly • March 2, 2026 -
Courtesy of Bosch
ColumnCampaign Trail: Bosch builds cute robots to push windshield wiper innovation
Created with agency Bailey Lauerman, “Impressive Innovation” demonstrates how the company brings precision and performance to wipers and beyond.
By Chris Kelly • Feb. 27, 2026 -
Retrieved from Progressive on February 27, 2026
How Progressive balances AI use with authenticity as scrutiny persists
The insurance provider’s “Drive Like an Animal” campaign leveraged AI to reduce production time while still considering consumer sentiment.
By Sara Karlovitch • Feb. 27, 2026 -
Daphne Howland/Marketing Dive
Will Gap’s new loyalty program meet the moment?
Special perks are not enough anymore, especially for a brand attempting to regain a place in the cultural conversation.
By Daphne Howland • Feb. 26, 2026 -
Courtesy of Coach
How Coach cocreated a campaign with Gen Z communities around the world
CMO Joon Silverstein explained how “Explore Your Story” demonstrates the luxury brand’s embrace of social-first marketing during a Marketing Dive event.
By Chris Kelly • Feb. 26, 2026 -
Courtesy of Kayak
Kayak pokes fun at millennial travel anxiety in new brand platform
The travel search engine is shifting the focus from the destination to the anxiety of planning a trip.
By Sara Karlovitch • Feb. 26, 2026 -
Courtesy of Children's Place
How The Children’s Place embraces modern parenting with new brand platform
The retailer’s “It’s a Yes Day” platform began rolling out this month across digital, social and e-commerce channels and includes creator partnerships.
By Chris Kelly • Feb. 26, 2026 -
Courtesy of IHOP
IHOP promotes pancakes with low-tech aesthetics, experiential play
In a tie-up with musician Mr. Fantasy, the chain is plastering high-traffic areas with old-school flyers reminiscent of the early internet aesthetic.
By Sara Karlovitch • Feb. 25, 2026 -
Courtesy of Kraft Heinz
Philadelphia’s new brand platform positions cream cheese as kitchen staple
Developed by Johannes Leonardo, the Kraft Heinz brand’s “Really Philly Good” includes 19 spots featuring new brand character Phillyboy.
By Chris Kelly • Feb. 25, 2026 -
Courtesy of Olaplex
Olaplex links with ‘SNL’ star to blend science, style and humor in new ads
Chloe Fineman serves as Chief Hair Officer for “Science Never Looked So Good,” a campaign created with agency Mother.
By Jessica Hammers • Feb. 24, 2026 -
Courtesy of BodyArmor
What BodyArmor’s NCAA deal means for Coca-Cola’s hydration portfolio
CMO Tom Gargiulo explains how the sport drink’s refreshed “Choose Better” campaign will be activated around the March Madness tournament.
By Chris Kelly • Feb. 24, 2026 -
Permission granted by Waterloo Sparkling Water
Waterloo Sparkling Water names Dentsu Creative social AOR as brand expands
The nearly 10-year-old beverage marketer is looking to social as a national awareness driver and prioritizing quality interaction over content volume.
By Peter Adams • Feb. 23, 2026 -
Courtesy of Axe
Axe addresses fragrance overuse with new campaign, spray tech
“The History of Overdoing It” uses humor — and a stuffy academic narrator — to implore young men to take a subtler approach to fragrance.
By Peter Adams • Feb. 23, 2026 -
Getty Images
Gartner: CMOs want AI transformation, but few are upgrading their skills
By 2027, lack of AI literacy could be a top-three reason CMOs are replaced, yet a fifth of marketers don’t feel a need to meaningfully update their skills.
By Peter Adams • Feb. 23, 2026
