Brand Strategy: Page 16
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Courtesy of Kellanova
Kellanova expands partnership with IPG to accelerate brand growth
The marketer prioritizes digital-first innovation and “creative firepower” as it shakes up its agency roster for the first time since Kellogg was split in two.
By Chris Kelly • July 22, 2024 -
Permission granted by Nike
Nike kicks off marketing comeback with gritty Olympics ads
Wieden + Kennedy Portland created spots probing qualities that motivate sporting greats like an obsession with power and an inability to be satisfied.
By Peter Adams • July 22, 2024 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Courtesy of Maximum Effort
How Heinz, Heineken and other brands got their claws into ‘Deadpool & Wolverine’
Maximum Effort’s George Dewey explains how the agency approaches brand partnerships and why the film series is not “ashamed” of advertising.
By Chris Kelly • July 22, 2024 -
Courtesy of Albertsons
Q&AHow Albertsons’ retail media business is incorporating AI, in-store tech and more
Kristi Argyilan, the retailer’s senior vice president of retail media, talks about the grocer’s priorities and where the industry stands today.
By Peyton Bigora • July 22, 2024 -
Permission granted by Kantar
Sponsored by KantarApple brand far from crushed by the iPad ad stumble
What can always-on brand guidance metrics tell us about the impact of the “Crush!” backlash on the Apple brand? Storm in a teacup or disaster averted?
By Brian James, Industry Executive, Technology and Telecommunications • July 22, 2024 -
Courtesy of Vans
Vans launches ‘Always Pushing’ ad campaign with physical, digital experiences
The campaign was released as holding company VF Corp. works to transform the struggling brand.
By Laurel Deppen • July 18, 2024 -
Courtesy of Boost Mobile
Boost Mobile challenges telecom’s big 3 with brand repositioning, campaign
The wireless carrier is unifying its prepaid and postpaid services under a single brand name and marking the effort with a new look and comedic ads.
By Aaron Baar • July 18, 2024 -
Courtesy of Burger King
Why Burger King is all-in on gamification
A full pipeline of new and unique in-app games drives engagement for the brand, according to Preston Nix, director of loyalty and CRM.
By Amanda Baltazar • July 18, 2024 -
Courtesy of Amazon
Amazon pushes savings with back-to-school ad, ‘Dorm Roomz’ series
The e-commerce giant tapped actress Michelle Buteau for a 30-second spot encouraging shoppers to “spend less on your little freeloaders.”
By Jessica Deyo • July 18, 2024 -
Courtesy of Champs Sports
Champs Sports launches brand platform as it works to reposition itself
As part of the effort, the retailer partnered with the Dallas Cowboys’ Micah Parsons, New York Mets’ Francisco Lindor and Miami Dolphins’ Jaylen Waddle.
By Howard Ruben • July 17, 2024 -
Courtesy of Audible
Audible brings storybooks to life with innovative global AR campaign
The out-of-home ads leverage GroupM’s WinDOOH technology to transport consumers to fantastical worlds without the use of a mobile device.
By Jessica Deyo • July 17, 2024 -
Alex Wong via Getty Images
Kraft Heinz names former Pepsi marketer Todd Kaplan as North America CMO
The decorated CPG marketer, who spent nearly 20 years at PepsiCo, is tasked with realizing modern marketing capabilities that can unlock new growth.
By Peter Adams • July 16, 2024 -
Courtesy of Mountain Dew
Why Mountain Dew introduced the Mountain Dude to refresh ‘Do The Dew’
Crafted by Goodby Silverstein & Partners, a new campaign features a stylish brand character and a call for consumers to get off their… donkeys.
By Chris Kelly • Updated July 15, 2024 -
Courtesy of Honda
Honda drives deeper into gaming, esports with Twitch Rivals sponsorship
Users will be able to digitally customize a 2025 Civic hybrid sedan through chat polls during an interactive segment called “Chat’s Civic Mods.”
By Chris Kelly • July 15, 2024 -
Courtesy of Citroën
ColumnCampaign Trail: Citroën’s revolution liberates electric vehicles from elites
The Stellantis automaker updated the French Revolution with an anachronistic spot from agency BETC that recalls Sofia Coppola’s “Marie Antoinette.”
By Chris Kelly • July 12, 2024 -
Courtesy of Sprite
Sprite leans into AI remixes for music platform’s return
For Sprite Limelight’s return, music fans can create tracks using a common hook via the Soundlabs remix tool available in Coca-Cola’s app.
By Aaron Baar • July 11, 2024 -
Courtesy of Urban Outfitters
Urban Outfitters blends physical, digital with back-to-school campaign
The retailer’s “Shift Happens” campaign brings influencer-created Pinterest boards to life at a two-day activation in New York.
By Sara Karlovitch • July 11, 2024 -
Courtesy of Total Wireless
Verizon’s Total Wireless rebrands to break through a crowded category
Verizon Value CMO Cheryl Gresham explores the prepaid wireless carrier’s new look and why terms like “multicultural marketing” feel limiting.
By Chris Kelly • July 11, 2024 -
Courtesy of CeraVe
Deep Dive6 campaigns that signaled a creative resurgence in H1 2024
As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack.
By Peter Adams , Jessica Deyo • July 10, 2024 -
Courtesy of Ocean Spray
Deep DiveWhy marketers keep refreshing brands instead of betting on splashy ads
The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing.
By Chris Kelly • July 10, 2024 -
Courtesy of The Gang
Vans refreshes Roblox activation with ‘phygital’ maneuver
To drive traffic to the space, which reached 100 million visits last year, the brand is dropping a virtual version of a new shoe prior to its in-store release.
By Sara Karlovitch • July 10, 2024 -
Courtesy of Etsy
Etsy addresses anxiety over AI, mass manufacturing with new brand mission
Real Etsy sellers are highlighted in ads that complement policy changes that aim to more strongly enforce a human touch on product listings.
By Peter Adams • July 9, 2024 -
Michael Loccisano / Staff via Getty Images
Q&AWhy Morgan Stanley teamed with Disney to sponsor a Serena Williams docuseries
CMO Alice Milligan explains how the move was a natural fit for a financial services marketer that has made amplifying women’s sports a priority.
By Chris Kelly • July 9, 2024 -
Courtesy of Taco Bell
Taco Bell opens ‘early retirement’ community in latest experiential play
Available exclusively for rewards members, The Cantinas offers senior-inspired recreation and recalls the brand’s groundbreaking pop-up hotel.
By Chris Kelly • July 9, 2024 -
Permission granted by Fabiosa Media
Sponsored by Fabiosa MediaHow prompting and integration AI assistants have sped up viral video content production 100 fold
AI integration has revolutionized content creation at Fabiosa Media, speeding it up by 100 times.
By Olena Razinkova, Fabiosa Media CEO and Chief Creative Producer • July 8, 2024
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