Brand Strategy: Page 15

  • Vitaminwater collage
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    Courtesy of Vitaminwater
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    Vitaminwater offers free rent to consumers who use its flavors as design inspiration

    Consumers can submit a photo of a Vitaminwater flavor in a room that needs a makeover and review AI-generated mood boards on a landing page. 

    By Aaron Baar • Aug. 15, 2024
  • US Bank zine via T Brand Studio
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    Courtesy of US Bank
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    US Bank celebrates Black achievement with zines in The New York Times

    To commemorate the 100-year celebration of the Harlem Renaissance, the financial marketer is teaming with T Brand Studio for a Times first.

    By • Aug. 15, 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
  • Collage of Choice Hotels properties
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    Courtesy of Choice Hotels International, Inc.
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    Choice Hotels names new creative, media agencies to drive brand awareness

    Adding 72andSunny and Dentsu X to the roster comes as Choice establishes more upscale offerings and ramps up marketing on platforms like TikTok. 

    By • Aug. 14, 2024
  • kellanova
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    Courtesy of Kellanova
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    Snickers owner Mars to buy Kellanova for $35.9B

    The deal for the Cheez-It and Pringles maker is the biggest in the food space since the Kraft Heinz merger in 2015. 

    By Christopher Doering • Aug. 14, 2024
  • A person in midair for an Allbirds campaign
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    Courtesy of Allbirds
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    Q&A

    Allbirds CMO on why brand building is key to company’s turnaround plan

    CMO Kelly Olmstead discussed how the sneaker brand is investing more in awareness-driven channels to weather a challenging period for business.

    By • Updated Aug. 15, 2024
  • LG's Prime Video series "Estate of Survival"
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    Courtesy of LG Electronics USA
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    LG boosts home appliances with competition show on Prime Video

    “Estate of Survival” follows contestants as they battle in a variety of challenges to acquire home appliances and a grand prize of $100,000.

    By • Aug. 13, 2024
  • Imagery for Liquid I.V.'s "Indulge in Hydration" campaign
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    Courtesy of Liquid I.V.
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    Liquid I.V. helps consumers beat the summer heat with multichannel campaign

    “Indulge in Hydration” was developed with SixTwentySix and includes augmented reality activations, Netflix ad testing, a Spotify takeover and more. 

    By Aaron Baar • Updated Aug. 14, 2024
  • Coca-Cola and Oreo join to create a limited-edition cookie and beverage that include each brand.
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    Courtesy of Mondelez International, Coca-Cola
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    Oreo, Coca-Cola partner to create drink and cookie combining the iconic brands

    “Besties” are at the center of a marketing campaign that includes a Spotify integration and a Forever 21 merchandise line.

    By Christopher Doering • Aug. 13, 2024
  • Illustrated scene in Cafe Bustelo ad
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    Courtesy of Cafe Bustelo
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    Column

    Campaign Trail: Café Bustelo gives its animated world an icy makeover

    As the J.M. Smucker brand brings iced coffee to the refrigerated aisle, new spots by BBH USA give a chilly remix to recent marketing.

    By • Aug. 9, 2024
  • A Nike billboard for the Summer Olympics in Paris
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    Permission granted by Nike
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    Opinion

    What brands can learn about emotion from Olympic ads by Nike and Coke

    How emotions are used often determines whether creative can do more than just connect, but actually predispose viewers to buy, says Kantar’s Jane Ostler.

    By Jane Ostler • Aug. 9, 2024
  • Three teens sit together while looking at a phone.
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    SolStock via Getty Images
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    NFL, GameSquare tap into football fandom for traveling creator series

    “NFL 4 The Fans Live” blends football hype with gaming and creator content and will launch with a multi-city series timed to the NFL calendar.

    By Aaron Baar • Aug. 8, 2024
  • A man stands in a room reminiscent of a college dorm wearing jeans and a red NYC t-shirt.
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    Courtesy of Urban Outfitters
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    Deep Dive

    Back-to-school 2024: How brands can win younger consumers as uncertainty endures

    The power of Gen Z and Gen Alpha to influence their parents to consider a brand could be the key to success amid another turbulent season.

    By • Aug. 8, 2024
  • Warner Bros. sells "Beetlejuice Beetlejuice" tickets via Fandango through Roblox activation
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    Courtesy of Warner Bros.
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    ‘Beetlejuice’ sequel sells tickets in first-of-its-kind Roblox activation

    Developed by Sawhorse, the experience includes a virtual Fandango box office where users can purchase real-world movie tickets.

    By • Aug. 7, 2024
  • Autodesk Olympics
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    Courtesy of Autodesk
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    Q&A

    Why Autodesk’s 2028 Olympic deal is not ‘your mom’s brand partnership’

    CMO Dara Treseder explained how being the Official Design and Make Platform of the Los Angeles games will drive business results for both parties.

    By • Aug. 6, 2024
  • Liquid Death animated character
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    Retrieved from Liquid Death on August 01, 2024
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    Q&A

    How Liquid Death cuts through marketing noise without big media buys

    Vice President of Creative Andy Pearson explained how the billion-dollar beverage brand helps consumers “murder” their thirst in an expanding market.

    By • Aug. 5, 2024
  • A family of Vikings drives Hyundai's Santa Fe SUV in a new ad campaign.
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    Permission granted by Hyundai Motor America
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    Hyundai splits CMO role into creative, performance positions

    Longtime CMO Angela Zepeda will serve as chief creative officer as the automaker looks to engage consumers with more data-driven marketing.

    By • Aug. 1, 2024
  • a baby plays in the mud
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    Courtesy of Carter's
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    Q&A

    How Carter’s is pitching kids’ clothes to new Gen Z parents

    As part of the ‘More Than Just Cute” campaign, the brand released holiday-themed ads that will run on YouTube, Instagram, Facebook and TikTok.

    By • Updated Nov. 8, 2024
  • Stouffer’s out-of-home ad featuring a razor
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    Courtesy of Stouffer’s
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    Stouffer’s tackles meal-planning anxiety with ads dispelling ‘dinner dread’

    Strategic billboard buys and print ads masking as placements for other products like jewelry seek to catch hungry consumers off guard.

    By • July 30, 2024
  • A person wearing lip stain holds a Chipotle x Wonderskin napkin
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    Courtesy of Chipotle
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    Chipotle drops ‘burrito-proof’ makeup with TikTok-viral cosmetics brand

    Inspired by the popularity of mukbangs, the fast-casual chain teamed with Wonderskin for “Lipotle,” a lip stain timed to National Avocado Day.

    By • July 29, 2024
  • Hyundai "It's OK" Advertisement During 2024 Summer Games
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    Courtesy of Hyundai Motor America
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    Why Hyundai shifted gears for more emotional Summer Olympics ads

    CMO Angela Zepeda explained the change in tone and why the brand’s vehicles are taking a back seat for the occasion.

    By • July 26, 2024
  • Keanu Reeves in a Palo Alto Networks commercial
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    Courtesy of Palo Alto Networks
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    Column

    Campaign Trail: Palo Alto Networks equips Keanu Reeves with AI-powered weapons

    The cybersecurity firm recruited a Hollywood team to prove that B2B marketing doesn't have to mean “business-to-boring.”

    By • July 26, 2024
  • A group of roller skaters in a Vitaminwater ad
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    Courtesy of Vitaminwater
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    Vitaminwater returns to its New York roots in Spike Lee-directed ads

    In an effort by WPP’s Open X, a local angle stands in contrast to the Coca-Cola-owned brand’s last major campaign, which focused on Lil Nas X.

    By • July 25, 2024
  • Nikki Rodriguez poses for American Eagle's Fall 2024 campaign.
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    Courtesy of American Eagle
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    Inside American Eagle’s ‘Live Your Life’ brand platform and fall campaign

    CMO Craig Brommers explains how efforts like a social-focused tie-up with Life on Film to capture disposable camera footage are meant to reach Gen Z.

    By • July 25, 2024
  • NBCUniversal Olympic broadcast with sponsor logos
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    Courtesy of NBCUniversal
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    How Coca-Cola, Delta are ‘Olympicizing’ campaigns with NBCUniversal

    As total ad sales for the games surpass $1.2 billion, six major marketers will sponsor a commercial-free hour during the opening ceremony.

    By • July 24, 2024
  • Best Buy's "spokeshologram," Gram, which debuted as part of a larger refresh and introduction of its "imagine that." tagline
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    Courtesy of Best Buy
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    Best Buy refreshes brand with new tagline and ‘spokeshologram’

    The retailer is leaning into discovery for an effort that includes a new color palette and series of back-to-school ads featuring brand character Gram.

    By • July 23, 2024