Brand Strategy: Page 11
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Courtesy of Group Black
P&G brings top TikToker Khaby Lame’s humor stateside with Tubi series
Made with Group Black, “Khaby Is Coming To America” integrates CPG brands like Tide and Bevel and is part of P&G’s multicultural marketing efforts.
By Peter Adams • June 28, 2024 -
Courtesy of PVH Corp.
Deep DiveCalvin Klein’s Jeremy Allen White ads turned heads, but the biggest impact may be to the brand’s image
“The Bear” star’s images generated $74 million in media impact value amid a years-long effort by holding company PVH to make the line more desirable.
By Laurel Deppen • June 27, 2024 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z.
By Marketing Dive staff -
FG Trade Latin via Getty Images
Report: Gen Alpha’s tech sophistication will challenge brand strategies
The most digital generation already has a more grounded perception of companies than kids of the past, valuing creative enablers like Lego most.
By Peter Adams • June 27, 2024 -
Courtesy of Toyota
Toyota targets Gen Z, millennials on YouTube with Corolla Hybrid short film
The new “Getaway Driver” video riffs on classic horror film tropes and features comic-actor and social media personality King Bach.
By Aaron Baar • June 27, 2024 -
Courtesy of Pure Leaf
Pure Leaf taps Lindsay Lohan to defy hustle culture with a ‘Tea Break’
A new campaign includes a minute-plus-long spot starring Lohan and a landing page that offers drafted “away on a tea break” messages.
By Jessica Deyo • June 27, 2024 -
Courtesy of Verizon
Verizon unveils future-facing new look with ad campaign nodding to its past
The telecom is resurrecting its once-ubiquitous “Can You Hear Me Now?” slogan to promote a new logo from Publicis design shop Turner Duckworth.
By Peter Adams • June 26, 2024 -
Courtesy of Persil
Persil plans 24-hour ‘Wardrobe Refresh Hotline’ on TikTok Live
The laundry detergent brand teamed with fashion designer Christian Siriano for the event to offer advice on washing techniques, fabric care and styling.
By Aaron Baar • June 26, 2024 -
Courtesy of Toys R Us
Toys R Us creates first brand film to use OpenAI’s text-to-video tool
The toy brand’s production arm partnered with agency Native Foreign to quickly create a film using Sora, which is only available to alpha testers.
By Chris Kelly • June 25, 2024 -
Courtesy of Chipotle
Chipotle extends coveted Celebrity Card to fans on social media
Consumers can apply for the card once reserved for notable figures across TikTok, Instagram and X to receive one free meal per day for a year.
By Jessica Deyo • June 25, 2024 -
Courtesy of Chili's Grill & Bar
Chili’s arcade-inspired video game slams rising fast food prices
Inspired by the cult classic BurgerTime, the game is meant to drive loyalty program sign-ups and serve as an outlet to vent frustration.
By Peter Adams • June 25, 2024 -
Permission granted by PepsiCo
PepsiCo experiments with Smart Cans, AI tech to improve personalization
At Cannes Lions, the marketer showed off a new AI Hydration Coach for Gatorade and connected device for Pepsi inspired by its can shape.
By Peter Adams • June 24, 2024 -
Unsplash/Getty
Sponsored by Uptempo3 major hurdles in marketing campaign planning
Uncover three key planning inefficiencies that are costing enterprise marketing teams time and money.
June 24, 2024 -
Courtesy of Johnsonville
Johnsonville looks to juice social media algorithms with positive content
The sausage company is collaborating with influencers and other brands to push social media algorithms to serve “more outreach and less outrage.”
By Chris Kelly • June 21, 2024 -
Courtesy of Gopuff
Gopuff’s brand-building drive gets celebrity boost from Tom Brady
The NFL icon, already an investor, will aid with content creation and is curating a new health and wellness category on the delivery platform.
By Peter Adams • June 20, 2024 -
Courtesy of E.l.f. Beauty
Why E.l.f. stepped into the wild for its latest entertainment play
Chief Brand Officer Laurie Lam explains the social-listening inspiration behind the beauty marketer’s documentary-style “Peculiar Behavior” campaign.
By Jessica Deyo • June 18, 2024 -
Daphne Howland/Marketing Dive
A year after marketing turmoil, a more subdued Pride Month
Quietest of all is Target, which took the brunt of protests in 2023, though the retailer says it stands behind the LGBTQ+ community in other ways.
By Daphne Howland • June 17, 2024 -
Courtesy of Dunkin'
Dunkin’ readies celeb-heavy ‘intern’ class for summer of culture plays
The chain released an EP on Spotify that features a song by *NSYNC's Joey Fatone and Backstreet Boys member A.J. McLean.
By Chris Kelly • Updated July 12, 2024 -
Permission granted by The Ibotta Performance Network
Sponsored by The Ibotta Performance NetworkDriving consumer engagement through digital rewards
Discover how leveraging strategic digital rewards can boost your brand's customer retention and foster deeper loyalty in today's competitive landscape.
June 17, 2024 -
Courtesy of Walmart
Walmart targets Gen Z with apparel brand relaunch
Launching via the retailer’s Roblox experience, the overhaul of the “No Boundaries” private label is its latest attempt to gain traction in fashion.
By Daphne Howland • June 14, 2024 -
Courtesy of Ben & Jerry's
Ben & Jerry’s first ad campaign in years is a call for more activists
Created with DCX Growth Accelerator, the effort calls out a variety of change-making causes even as other brands pull back on purpose-driven marketing.
By Chris Kelly • June 13, 2024 -
Justin Sullivan / Staff via Getty Images
Kantar: AI pivot helps fuel brand value growth following down year
Chipmaker Nvidia grew brand value 178% this year while the enterprise tech and services category was the fastest gainer tracked by the firm.
By Peter Adams • June 12, 2024 -
Courtesy of Bodyarmor
Q&AHow BodyArmor’s CMO is playing catch-up in the crowded hydration market
Tom Gargiulo explains how the Coca-Cola brand is rolling out bottles with AR functionality that feature MLB and NFL athletes to engage with Gen Z.
By Chris Kelly • June 12, 2024 -
Courtesy of Dr Pepper
How Dr Pepper passed Pepsi by marketing around football, flavor innovation
The 140-year-old soda brand has relied on investment, patience and agile marketing to become the number two soft drink in the U.S.
By Chris Kelly • June 10, 2024 -
Courtesy of Ocean Spray Cranberries, Inc.
Ocean Spray unveils ‘Just Add Cran’ campaign to fuel future creative
The effort introduces a new brand character, Johnny, the “straight-shooter cousin” of the iconic farmer duo featured in the marketer’s past creative.
By Jessica Deyo • June 10, 2024 -
Courtesy of On
On Running appoints Zendaya as brand partner in multiyear deal
As legacy rivals like Nike face fresh pressures, On is looking to shore up its sport and fashion credibility with help from a major star.
By Peter Adams • June 7, 2024
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