Brand Strategy: Page 13
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Courtesy of Welch's Fruit Snacks
Welch’s Fruit Snacks debuts largest-ever campaign with Gordon Ramsay
The celebrity chef serves as Welch’s “CFO,” or chief fruit officer, and stars in the first TV commercial in the brand’s history to promote its clean ingredients.
By Jessica Deyo • May 14, 2024 -
Courtesy of E.l.f. Beauty
E.l.f. says corporate America has ‘So Many Dicks’ and not enough diversity
The brand highlights the “ROI of DEI” by calling out the success of its diverse board compared to those full of men named Richard, Rick and Dick.
By Chris Kelly • May 13, 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 -
Courtesy of Thomas' Breakfast
Thomas’ revives breakfast with first brand character in 144-year history
Thom, billed as a “proper young man with a strong British accent,” is meant to remind consumers to savor breakfast amid the hectic morning shuffle.
By Jessica Deyo • May 13, 2024 -
Brandon Bell via Getty Images
McDonald’s to focus on digital marketing with new fund
The fund, which will be paid with existing contributions, will allow the chain to market more effectively to customers within its app.
By Julie Littman • May 10, 2024 -
Courtesy of Hard Rock International
Hard Rock rolls out global loyalty program across hotels, retail, casinos
In a multimillion-dollar campaign for the launch, celebrities Shakira, John Legend, Lionel Messi and Noah Kahan plugged member benefits.
By Noelle Mateer • May 9, 2024 -
Retrieved from Starburst on May 08, 2024
Starburst taps gen AI for campaign that is ‘Different Every Time’
The Mars candy brand’s first major campaign in 12 years was created with Team OMC, a collaboration between Omnicom shops DDB and Critical Mass.
By Chris Kelly • May 9, 2024 -
"Gap in Hillcrest Mall" by Raysonho @ Open Grid Scheduler / Scalable Grid Engine is licensed under CC BY 1.0
Gap names new global CMO amid push to revitalize brand
Fabiola Torres joins the retailer from PepsiCo and was lauded for her ability to connect with globally diverse consumers.
By Peter Adams • May 8, 2024 -
Courtesy of The Absolut Group
Absolut combats AI bias in fashion with 10K diverse image prompts
The Pernod Ricard brand teamed with Copy Lab to generate inclusive, free-to-use imagery in an attempt to train AI to become less biased.
By Jessica Deyo • May 7, 2024 -
Courtesy of Impossible Foods
Impossible Foods’ Americana ads address the meat problem — with more meat
The plant-based brand’s first campaign under a new visual identity targets meat eaters looking for options that are better for public health and the planet.
By Chris Kelly • May 6, 2024 -
Courtesy of Liquid I.V.
Liquid I.V. refreshes brand to stand out in evolving hydration market
The Unilever brand's new visual identity is accompanied by a lively 60-second spot in which two hikers fly as if propelled by water-powered rocket boots.
By Chris Kelly • May 3, 2024 -
Courtesy of Heineken
Heineken transforms laundromats into late-night sports viewing spots
“LaundroMatch” targets UEFA Champions League fans in South Korea who watch live matches in the early morning hours when sports bars are closed.
By Aaron Baar • May 2, 2024 -
Courtesy of Mars
Skittles raffles off rent-free NYC micro-apartment
The apartment sweepstakes promotes a new Littles product and coincides with the launch of new global branding by the candy company.
By Sara Karlovitch • May 2, 2024 -
John Hazard and Lisa Burdige
How McDonald’s and Burger King diverge on value-driven messaging
Price-conscious consumers are forcing the QSR giants down different paths around how to advertise value and invest in their marketing.
By Chris Kelly • May 1, 2024 -
Courtesy of Roblox
Why video is key to Roblox’s evolving advertising strategy
The wide rollout of immersive video ads is accompanied by measurement partnerships that underpin the platform’s growing advertising ambitions.
By Chris Kelly • May 1, 2024 -
Courtesy of The Coca-Cola Company
Fanta reimagines nostalgic ‘Wanta Fanta’ platform to reach Gen Z
Created with WPP Open X and led by Majority, the campaign encourages younger consumers to indulge in what they want amid the daily hustle.
By Jessica Deyo • April 30, 2024 -
Courtesy of Microsoft
Estée Lauder boosts generative AI ambitions with expanded Microsoft deal
The deal follows a similar partnership with Coca-Cola and arrives as the tech giant makes its Copilot AI companion available to all advertisers.
By Chris Kelly • April 29, 2024 -
GeorgiNutsov via Getty Images
Sponsored by GSTVBeyond the living room: Why video on-the-go is linear TV’s perfect partner
Unlocking on-the-go potential: redefining TV advertising.
April 29, 2024 -
Courtesy of Corona
Corona Premier names director of lifestyle for new fitness-focused push
Matt James, a former NCAA football player known for appearing on “The Bachelor,” will help promote The Premier Club, a traveling activation.
By Sara Karlovitch • April 26, 2024 -
Tirachard via Getty Images
Influencers sway consumers but authenticity loses some clout, study says
Attitudes toward AI creators are mixed, and only 35% of Gen Zers say authenticity is what they care most about from influencers.
By Aaron Baar • April 25, 2024 -
Courtesy of Coca-Cola
Coke creates AI-powered instrument that only plays ‘uplifting sounds’
Consumers in the U.S. and Europe can access Coke SoundZ as a digital app that turns noises associated with the beverage into melodies.
By Chris Kelly • April 24, 2024 -
TennesseePhotographer via Getty Images
Firehouse Subs deepens agency bench to ignite ‘creative firepower’
The sandwich chain is stepping beyond a single-agency model for the first time since its founding as parent RBI eyes a global expansion.
By Peter Adams • April 23, 2024 -
Courtesy of Hellmann's
Hellmann’s launches SOS mission to save mayo from extinction
“Save Our Sandwiches” advocates for regenerative farming practices and includes a microsite for consumers to “adopt” a mayo-filled sandwich.
By Jessica Deyo • April 18, 2024 -
Courtesy of The Coca-Cola Company
Why Sprite brought back ‘Obey Your Thirst’ to reach Gen Z
The Coca-Cola brand dropped a new spot that features its iconic slogan and Sha’Carri Richardson, its first woman athlete partner.
By Chris Kelly • Updated May 8, 2024 -
Courtesy of The Kraft Heinz Company
Kraft Heinz rebrands Mio liquid concentrate to meet Gen Z wellness trends
The CPG giant teamed with branding agency BrandOpus on its latest social media-friendly packaging makeover.
By Peter Adams • April 17, 2024 -
Courtesy of JCPenney
Q&AWhy JCPenney’s loyalty program is the next step in its $1B turnaround plan
Chief Customer Officer Katie Mullen explained how the retailer’s revamped program will deliver value to consumers and boost first-party data reserves.
By Chris Kelly • April 17, 2024
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