Brand Strategy

  • Lowe's holiday campaign
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    Courtesy of Lowe's
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    Q&A

    Inside Lowe’s social-first holiday push as Gen Alpha enters the market

    CMO Jen Wilson explains how the home improvement retailer measures the success of in-store experiences and its new creator network.

    By • Nov. 4, 2025
  • Gap's 2025 "Gift Your Gift" campaign imagery.
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    Courtesy of Gap
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    Gap extends ‘Give Your Gift’ holiday campaign to promote hope, unity

    An emotional spot set to a cover of Miley Cyrus’ “The Climb” was handled by the same creative duo behind Gap’s record-breaking “Better in Denim” ad.

    By • Nov. 4, 2025
  • Explore the Trendline➔
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    Spencer Platt via Getty Images
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    Trendline

    Multichannel Optimization

    There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.

    By Marketing Dive staff
  • Interior shot of a busy mall.
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    Getty Images
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    What marketers are missing as loyalty drivers evolve: report

    Nearly two-thirds of marketers still believe brand love motivates repeat purchases, which are in reality often driven by pragmatic considerations.

    By • Nov. 4, 2025
  • Liquid Death on mobile and the Ibotta dashboard
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    Courtesy of Ibotta
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    How Liquid Death lifted sales with Ibotta’s promotion optimization tool

    Chief Media Officer Benoit Vatere explains where the performance marketing platform’s new tool fits in the beverage brand’s full-funnel strategy.

    By • Nov. 3, 2025
  • Best Buy 2025 holiday campaign imagery
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    Retrieved from YouTube on November 03, 2025
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    Best Buy bets on sports, creators to serve up holiday gifting inspiration

    The tech retailer will feature creators in its CTV ads for the first time and will advertise during 30 different NFL games throughout the season. 

    By • Nov. 3, 2025
  • Coca-Cola holiday campaign
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    Courtesy of Coca-Cola
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    Naughty or nice? Coca-Cola doubles down on AI in new holiday campaign

    Along with optimizing a previous ad made with generative artificial intelligence, the soda giant rolled out a separate spot focused on holiday memories.

    By • Updated Nov. 3, 2025
  • Hatch campaign still
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    Courtesy of Hatch
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    Column

    Campaign Trail: Hatch turns doomscrolling into horror film trailer

    The in-house effort from the sleep device brand uses the tropes of scary movies to pitch its value proposition around the dangers of in-bed phone use.

    By • Oct. 31, 2025
  • Dole Minecraft campaign QR codes
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    Courtesy of Dole Food Company
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    Dole promotes healthy eating in Minecraft for global campaign

    “Make the World a Healthier Place” marks the first time Dole has launched a marketing initiative in North America and Europe simultaneously.

    By Aaron Baar • Oct. 30, 2025
  • Target holiday 2025 campaign imagery for "Kris K. is Back"
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    Courtesy of Target
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    Target brings back ‘Hot Santa,’ adds new characters to holiday push

    “Step Into the Holidays” was made with partners including Mythology, Superprime, Jamm, EcoSet, PS260 and Heard City.

    By • Oct. 30, 2025
  • An aerial view of a building with white "Chili'"s sign alongside a red pepper.
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    Justin Sullivan via Getty Images
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    Chili’s dramatic sales growth continues with 13% traffic jump

    The chain’s marketing, which sets it in direct price competition with QSRs, delivered a sixth-straight quarter of double-digit same-store sales growth.

    By Aneurin Canham-Clyne • Oct. 29, 2025
  • P.F. Chang's campaign
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    Courtesy of P.F. Chang's
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    P.F. Chang’s CMO on igniting a new brand platform, holiday campaign

    Sonika Patel explains how the chain is centering the dining experience with a “Light the Fire” platform and seasonal push on digital and CTV.

    By • Oct. 29, 2025
  • PepsiCo corporate brand identity
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    Courtesy of PepsiCo
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    PepsiCo overhauls corporate branding to broaden focus beyond Pepsi

    The updates, PepsiCo’s first in nearly 25 years, come as only 21% of surveyed consumers can identify a brand under the company that isn’t Pepsi.

    By • Oct. 29, 2025
  • A person splays on a park bench with Pringles in his mouth as ducks flock around him
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    Permission granted by Pringles
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    Pringles brings back ‘Once You Pop’ tagline to meet Gen Z’s tastes

    The tagline, first introduced in the ‘90s, has been reworked in ads focused on “unhinged” humor attuned to young consumers’ social feeds.

    By • Oct. 28, 2025
  • Child actor Paxton Beau Bazile poses with bottles of Welch's Sparkling Juices
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    Permission granted by Welch's
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    How Welch’s new kid mascot bridges nostalgia with modern marketing

    Charlie Cheersman, the first kid to anchor the brand’s creative in 25 years, debuts as the CPG shakes up its marketing strategy and leadership.

    By • Updated Oct. 28, 2025
  • A Dr. Seuss-inspired character is bathed in the blue light of a mobile device in a holiday ad from Walmart
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    Permission granted by Walmart
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    Walmart balances whimsy with value in Dr. Seuss-inspired holiday ads

    The campaign builds on a “Who Knew?” platform and was developed by Publicis agencies Fallon, Leo NY, The Community, Contender and Digitas.

    By • Updated Oct. 28, 2025
  • Campaign imagery for E.l.f.'s global campaign entitled “Give an e.l.f.’
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    Courtesy of E.l.f. Beauty
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    E.l.f. challenges consumers to ‘Give an e.l.f.’ in purpose-led campaign

    Ads for the beauty brand span social, print, digital and out-of-home, asking “What do you give an e.l.f. (F#@&) about?”

    By • Oct. 28, 2025
  • Campaign imagery for E.l.f.'s "So Many Dicks" campaign.
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    E.l.f. Cosmetics/Oberland

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    Deep Dive

    Inclusive marketing ‘in paralysis’: How brands can reject the standstill

    Diverse representation continues to present a major opportunity for brands and could become even more of an expectation during the end-of-year period.

    By • Oct. 27, 2025
  • A pair of glazed pork ribs sit on a blazing charcoal grill.
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    Permission granted by National Pork Board
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    Inside the campaign to reposition pork for Gen Z, millennial consumers

    The effort tries to shed associations with the iconic “Other White Meat” tagline while appealing to the media preferences of young audiences.

    By • Oct. 27, 2025
  • Barefoot Wine bottles
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    Courtesy of Barefoot Wine
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    Q&A

    How Barefoot Wine is stepping up marketing to meet new, evolving drinkers

    E. & J. Gallo Winery CMO Stephanie Gallo explains how Barefoot approached its first major redesign in decades and why it’s bullish about its NFL tie-up.

    By • Oct. 27, 2025
  • WPP logo
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    Courtesy of WPP
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    WPP’s new AI platform offers marketing without agencies for SMBs

    The agency holding group is letting clients plan, create and deploy campaigns independently using WPP Open Pro. 

    By • Oct. 24, 2025
  • People attend Advertising Week New York 2025
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    Permission granted by Shutterstock for Advertising Week New York
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    Top takeaways from Advertising Week 2025 marketers need to know

    Leading marketers like PepsiCo and Kraft Heinz delved into topics including culture-led marketing and artificial intelligence at the annual conference.

    By , , , • Oct. 23, 2025
  • Ciara for True Religion's 2025 "Wrapped in True" holiday campaign.
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    Courtesy of True Religion
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    True Religion targets women, college sports fans in holiday campaign

    The brand doubles down on the growing intersection of fashion and sports in its first holiday campaign since being acquired earlier this year.

    By • Oct. 23, 2025
  • Charlie Sheen sits outside holding an aluminum can next to a suit case full of the cans.
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    Courtesy of Wild AF
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    Sober celebrities pour into nonalcoholic beer

    Comedian John Mulaney, a co-owner of Years, will act as spokesperson for the nonalcoholic brand and participate in its first creative campaign.

    By Laurel Deppen • Oct. 23, 2025
  • Salma Hayek holds a bottle of Kahlúa while wearing a yellow dress.
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    Courtesy of Pernod Ricard
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    Dunkin’ and Kahlúa tap Salma Hayek Pinault to boost co-branded product

    The telenovela-inspired “It’s Kahlunkin’” campaign comes as Gen Z consumers express increased interest in coffee-based alcoholic beverages.

    By • Oct. 22, 2025
  • Bryan Cranston as Cranpus in an Ocean Spray ad
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    Courtesy of Ocean Spray
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    Beware of ‘Cranpus’: Ocean Spray evolves brand platform for holidays

    The cranberry co-op turned actor Bryan Cranston into a new version of folklore figure Krampus to break through the season’s advertising noise.

    By • Oct. 22, 2025