Brand Strategy: Page 17
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Courtesy of Tito's
Tito’s research-backed campaign showcases the joys of staycations
While other spirit brands focus on tropical getaways, Tito’s is embracing the many positives of being at home.
By Sara Karlovitch • July 8, 2024 -
Courtesy of Bic
BIC gears up for Olympics, back-to-school with celeb-focused efforts
The brand reteams with Snoop Dogg and Martha Stewart and enlists Charlie Puth for efforts timed to major periods for ads and sales.
By Chris Kelly • July 8, 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 -
Permission granted by Kind Snacks
Kind brings lighter touch to healthy snack marketing in brand refresh
New CMO Osher Hoberman said a prior purpose-led marketing strategy was too fragmented to align with the commercial opportunity.
By Peter Adams • Updated July 11, 2024 -
Courtesy of Dove
Dove CMO who built brand’s purpose marketing bona fides departs
Alessandro Manfredi is leaving Unilever after over two decades as the type of purpose-driven marketing he helped define is increasingly challenged.
By Peter Adams • July 3, 2024 -
Courtesy of McDonald's USA
McDonald’s links with anime series for app-exclusive sauce
The chain’s collaboration with “Jujutsu Kaisen” to launch its Special Grade Garlic Sauce also includes a tie-up with anime streaming service Crunchyroll.
By Jessica Deyo • July 3, 2024 -
Courtesy of 818 Tequila
818 Tequila mixes cocktail of sustainability, social media and celebrity
Founded by Kendall Jenner, the brand reaches Gen Z through cultural hooks and understanding the cohort’s priorities, said CMO Kathleen Braine.
By Nicole Ortiz • July 2, 2024 -
Courtesy of Joann
Joann launches Gen Z-focused brand campaign
A key element of the craft retailer’s first major post-bankruptcy initiatives will involve leveraging influencer relationships.
By Nate Delesline III • July 1, 2024 -
Courtesy of Motorola
Motorola walks the runway with entirely AI-generated campaign
To promote new folding smartphones powered by artificial intelligence, the firm used different tools to create phone-inspired fashions for virtual models.
By Chris Kelly • July 1, 2024 -
Courtesy of FCB
Burt’s Bees teams with Amazon Ads for ‘Screencare’ product sets
The brand developed custom skincare sets inspired by Prime Video’s top genres for a campaign that has led to a 53% uptick in sales.
By Sara Karlovitch • July 1, 2024 -
Courtesy of E.l.f. Beauty
E.l.f. tests real-world commerce on Roblox via Walmart tech
Users can now purchase physical products within an experience developed with esports agency eGen and metaverse games publisher Supersocial.
By Jessica Deyo • July 1, 2024 -
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 -
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
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