Brand Strategy: Page 14

  • Thatiana Díaz and Musiana at a Remezcla event
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    Permission granted by Remezcla
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    Why Sephora sponsored Remezcla’s beauty vertical to reach Latin consumers

    The retailer is working to create “the world’s most inclusive beauty community,” even as DEI and purpose-driven marketing face backlash.

    By • Sept. 5, 2024
  • Peyton Manning painting in a Nationwide ad
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    Courtesy of Nationwide
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    Q&A

    Why Nationwide tapped Peyton Manning to sell more than insurance in new ads

    Ogilvy, which created the iconic “Nationwide is on your side” slogan and jingle in the ‘60s, is behind new work that leverages Nationwide’s NFL partnership.

    By • Sept. 5, 2024
  • A person pulls items out of one paper shopping bag with handles that is on a table next to four similar bags. Explore the Trendline➔
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    FreshSplash via Getty Images
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    Trendline

    Retail Marketing

    Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

    By Marketing Dive staff
  • Musician Charlotte Rose Benjamin applies makeup in an E.l.f. video
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    Courtesy of E.l.f. Cosmetics
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    E.l.f. Cosmetics bows entertainment brand with original album release

    The album is the first product to come from the cosmetic marketer’s new entertainment arm and was developed with agency Madwell.

    By • Sept. 4, 2024
  • Gatorade brand ambassadors
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    Courtesy of Gatorade
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    Gatorade scores a touchdown with inclusive football campaign

    The PepsiCo brand extends its “Is It In You?” platform with an effort that focuses on equity and inclusion in the changing sport.

    By • Sept. 4, 2024
  • An Olipop OOH ad
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    Courtesy of Olipop
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    Olipop takes aim at Mountain Dew with new flavor, ‘A Can of Do’ ads

    The better-for-you soda’s campaign includes spots that position the new Ridge Rush flavor as the perfect beverage to beat an afternoon slump.

    By Aaron Baar • Sept. 4, 2024
  • NFL player Saquon Barkley serves food at an Applebee's
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    Courtesy of Applebee's
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    Q&A

    Applebee’s CMO on how brand’s NFL sponsorship feeds its new campaign

    Grey developed ads and a content series that could help the casual dining chain leverage its role as the official grill and bar of the NFL.

    By • Sept. 3, 2024
  • A child and a Barbie astronaut are seen looking up at the sky together for Barbie's "Give Limitless Possibilities" campaign.
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    Courtesy of Mattel
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    How Barbie is giving fresh energy to its tagline and catching WNBA fever

    The Mattel brand’s Senior Vice President Krista Berger explained how a new “Give Limitless Possibilities” campaign is helping Barbie connect to its purpose.

    By • Aug. 30, 2024
  • A pile of Heinz ketchup packets on a desk
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    Retrieved from Heinz on August 30, 2024
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    Heinz double dips on ‘Irrational Love’ as masterbrand platform boosts performance

    The campaign, which has helped drive sales and awareness, is supported by paid social across platforms including TikTok, YouTube and Snapchat.

    By • Aug. 30, 2024
  • Comedians Andrew Santino and Stavros Halkias appear side-by-side in a humorous ad promoting Fireball Cinnamon Whisky.
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    Courtesy of Fireball Cinnamon Whisky
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    Fireball fuels football rivalries with first-ever paid TikTok campaign

    New ads from the Sazerac whisky brand star comedians Andrew Santino and Stavros Halkias and poke fun at outrageous bets placed around games.

    By • Aug. 29, 2024
  • Green bars of soap sits near tennis rackets.
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    Courtesy of Dove
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    Dove, Venus Williams support teen girls in sports with tennis-inspired soap

    The limited-edition Beauty Bar can be obtained via a giveaway and is being supported by partnerships with Black Girls Tennis Club and Bras for Girls.

    By • Aug. 29, 2024
  • Chili's Big Smasher cheeseburger accompanied by sides of chips, fries and cola on a wooden dining table
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    Permission granted by Chili's Grill & Bar
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    Q&A

    Chili’s CMO on brand’s winning value message and evolving data strategy

    Swipes at fast food competitors over rising prices, including through a retro video game, helped boost Chili’s same-stores sales by 14%. 

    By • Aug. 29, 2024
  • Taco Bell UK Encore Hours
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    Courtesy of Taco Bell
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    How Taco Bell is exporting its musical bona fides to grow internationally

    International CMO Amy Durini explained how the chain is building its brand and why efforts to engage with consumers around culture aren't “plug and play.”

    By • Aug. 27, 2024
  • Actor Jeremy Allen White sits in a chair poolside. He is wearing an open denim vest, black denim jeans and black cowboy boots.
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    Courtesy of Calvin Klein
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    Calvin Klein debuts 2nd campaign featuring Jeremy Allen White

    “The Bear” star’s previous marketing push for the PVH-owned brand generated $74 million in media impressions and led to a jump in underwear sales.

    By Laurel Deppen • Aug. 27, 2024
  • Jason and Travis Kelce are seen together holding a variety of General Mills cereals, including the new Kelce Mix cereal, as part of a General Mills partnership.
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    Courtesy of General Mills
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    General Mills teams with Kelce brothers for Cereal Training Camp

    The tie-up will be promoted via TV and online ads and includes a new cereal that mixes Cinnamon Toast Crunch, Lucky Charms and Reece’s Puffs.

    By • Aug. 26, 2024
  • A person with long blond hair smiles, sitting sideways in a director-style chair. Water and far-off trees are in the background.
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    Courtesy of HeyDude
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    Heydude taps Sydney Sweeney for campaign emphasizing comfort

    The shoe brand made a long-term, global partnership with the Gen Z star who will help “enlighten the masses on what it means to be a dude.”

    By Daphne Howland • Aug. 26, 2024
  • College football player Emeka Egbuka drinks a Celsius
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    Courtesy of Celsius
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    Celsius centers campaign on college football to further Gen Z marketing

    The energy drink’s expanded NIL roster of Heisman hopefuls will feature in a campaign including TV spots, social content and activations across channels.

    By • Aug. 26, 2024
  • CarMax's "BeetleMax" campaign imagery which showcases the fictitious "BeetleMax" location.
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    Courtesy of CarMax
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    CarMax depicts car-buying nightmare in new ‘Beetlejuice’ ads

    The used car retailer’s latest campaign guides consumers through a spooky BeetleMax dealership and spans TV, online video and social media.

    By • Aug. 26, 2024
  • Dog's picture being taken
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    Permission granted by Amazon Ads
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    Sponsored by Amazon Ads

    Amazon Ads uses AI to help pet brand GREENIES™ build brand love

    How GREENIES™ broke through the clutter, distinguished their brand from competitors and encouraged trial of their new, premium products.

    Aug. 26, 2024
  • A group of college football fans scream at a bard in an ad for Coke Zero Sugar.
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    Permission granted by Coca-Cola Zero Sugar
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    Coke Zero Sugar leans into gaming to reach Gen Z college football fans

    The better-for-you soft drink serves as the exclusive CPG sponsor of EA Sports College Football 25 and will tour 14 campuses.

    By • Aug. 23, 2024
  • Totino's campaign imagery for its "Start the Day the Totino's Way" effort promoting its new breakfast bites.
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    Courtesy of General Mills
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    Totino’s enters breakfast category with retro ads targeting Gen Z

    “Start the Day the Totino’s Way” taps into the younger generation’s appetite for nostalgia to introduce Breakfast Snack Bites.

    By • Aug. 22, 2024
  • Hinge's No Ordinary Love zine
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    Courtesy of Hinge
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    Q&A

    Why Hinge turned real love stories into a zine written by literary stars

    CMO Jackie Jantos explains how “No Ordinary Love” was inspired by #BookTok and helps the “dating app designed to be deleted” reach Gen Z.

    By • Aug. 21, 2024
  • Snoop Dogg and Warren G. sit around a Solo Stove at night.
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    Courtesy of Solo Stove
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    Snoop Dogg and Solo Stove deliver ‘Blunt Marketing’ in latest ads

    The smokeless fire pit maker doubles down on its relationship with the rapper following a previous effort that generated buzz but missed sales goals. 

    By • Aug. 20, 2024
  • A group of young protesters marching fill the frame with signs that read "Planet Over Profit" and "Climate Justice" with a sunflower sprouting bottom to top as the "i" in climate and "t" in justice.
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    Spencer Platt/Getty Images via Getty Images
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    Opinion

    How marketers can leverage creative to combat the impacts of fossil fuel

    An essential gap remains in public awareness of the role fossil fuel companies play in the climate crisis, according to WRTHY’s Katie Harrison. 

    By Katie Harrison • Aug. 20, 2024
  • TV personality Simon Cowell, wearing a black T-shirt, sits behind a metal kitchen counter with Domino's branding
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    Permission granted by Domino's Pizza
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    Simon Cowell judges Domino’s Pizza alongside new quality captains

    The TV personality dons the cap of quality captain, a new staff role that ensures all aspects of an order are correct down to topping portions.

    By • Aug. 19, 2024
  • Imagery promoting Netflix and Google's shoppable integration around "Emily in Paris" season four.
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    Courtesy of Netflix
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    Netflix, Google team to bring shoppable integration to ‘Emily in Paris’

    Custom features within Netflix’s ad-supported plan round out the effort, which leverages Google’s Lens technology to allow viewers to shop the show.

    By Aaron Baar • Aug. 19, 2024