Brand Strategy: Page 18

  • Jameela Jamil poses as an anthropologist for E.l.f. Cosmetics' "Peculiar Behavior" campaign promoting its new Bronzing Drops.
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    Courtesy of E.l.f. Beauty
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    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 • June 18, 2024
  • Side by side pictures of two displays with mannequins.
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    Daphne Howland/Marketing Dive
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    A year after marketing turmoil, a more subdued Pride Month

    Quietest of all is Target, which took the brunt of protests in 2023, though the retailer says it stands behind the LGBTQ+ community in other ways.

    By Daphne Howland • June 17, 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
  • Dunkin' Dunkin'tern campaign
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    Courtesy of Dunkin'
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    Dunkin’ readies celeb-heavy ‘intern’ class for summer of culture plays

    The chain released an EP on Spotify that features a song by *NSYNC's Joey Fatone and Backstreet Boys member A.J. McLean.

    By • Updated July 12, 2024
  • Illustration of an online shopping interface with various products linked to a reward system. Products displayed include body wash, cherry soda, a blender, and blue sandals. A pop-up in the interface shows an offer to redeem $8.50 for a pair of teal headphones. The central text reads 'Shopping rewarded' with an icon of headphones next to it.
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    Permission granted by The Ibotta Performance Network

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    Sponsored by The Ibotta Performance Network

    Driving consumer engagement through digital rewards

    Discover how leveraging strategic digital rewards can boost your brand's customer retention and foster deeper loyalty in today's competitive landscape.

    June 17, 2024
  • A diverse group of people hanging out, against a white background.
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    Courtesy of Walmart
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    Walmart targets Gen Z with apparel brand relaunch

    Launching via the retailer’s Roblox experience, the overhaul of the “No Boundaries” private label is its latest attempt to gain traction in fashion.

    By Daphne Howland • June 14, 2024
  • An out-of-home ad featuring a Ben & Jerry's campaign
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    Courtesy of Ben & Jerry's
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    Ben & Jerry’s first ad campaign in years is a call for more activists

    Created with DCX Growth Accelerator, the effort calls out a variety of change-making causes even as other brands pull back on purpose-driven marketing.

    By • June 13, 2024
  • A sign is posted at the Nvidia headquarters on May 25, 2022 in Santa Clara, California.
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    Justin Sullivan / Staff via Getty Images
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    Kantar: AI pivot helps fuel brand value growth following down year

    Chipmaker Nvidia grew brand value 178% this year while the enterprise tech and services category was the fastest gainer tracked by the firm. 

    By • June 12, 2024
  • Vlad Guerrero Jr drinking Bodyarmor
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    Courtesy of Bodyarmor
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    Q&A

    How BodyArmor’s CMO is playing catch-up in the crowded hydration market

    Tom Gargiulo explains how the Coca-Cola brand is rolling out bottles with AR functionality that feature MLB and NFL athletes to engage with Gen Z.

    By • June 12, 2024
  • A group of people in a Dr Pepper ad
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    Courtesy of Dr Pepper
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    How Dr Pepper passed Pepsi by marketing around football, flavor innovation

    The 140-year-old soda brand has relied on investment, patience and agile marketing to become the number two soft drink in the U.S.

    By • June 10, 2024
  • Ocean Spray Cranberries' new brand character, Johnny, appears in a still for the brand's latest creative under its new masterbrand "Just Add Cran."
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    Courtesy of Ocean Spray Cranberries, Inc.
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    Ocean Spray unveils ‘Just Add Cran’ campaign to fuel future creative

    The effort introduces a new brand character, Johnny, the “straight-shooter cousin” of the iconic farmer duo featured in the marketer’s past creative. 

    By • June 10, 2024
  • Zendaya for sneaker brand On
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    Courtesy of On
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    On Running appoints Zendaya as brand partner in multiyear deal

    As legacy rivals like Nike face fresh pressures, On is looking to shore up its sport and fashion credibility with help from a major star. 

    By • June 7, 2024
  • Two adults watch two children draw in an art-filled room
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    Courtesy of Crayola
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    Column

    Campaign Trail: Crayola reunites adults with childhood art to spur creativity

    In partnership with Dentsu Creative, the effort features a tear-jerking short film that shows the power of creative self-expression across generations.

    By • June 7, 2024
  • Givenchy Beauty's Roblox experience, the Givenchy Beauty House, overhauled in celebration of Pride Month.
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    Courtesy of Givenchy Beauty
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    Givenchy Beauty makes over Roblox space for Pride Month

    The luxury brand overhauled its space on the platform to feature rainbows, flags and a pop-up showcasing virtual wearables from LGBTQ+ designers.

    By • June 6, 2024
  • A crowed of people at a concert
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    Courtesy of Ballantine's
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    Q&A

    What Ballantine’s has learned from 10 years of music marketing

    The Pernod Ricard Scotch whisky brand’s True Music platform has showcased over 800 artists and hosted events in 32 countries.

    By • June 5, 2024
  • J. Smith-Cameron and two actors in Jif's "The Merger" campaign
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    Courtesy of J.M. Smucker
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    Jif dips into ‘Succession’ to promote peanut butter, chocolate merger

    A short film starring J. Smith-Cameron documents a fictional deal between ​​The Peanut Butter Group and Chocolatey Corp. in the style of the HBO hit.

    By • June 4, 2024
  • Two Toyota Camry cars in front of a music venue in a new ad
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    Courtesy of Toyota
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    Toyota turns review into music video for ‘vibe’-heavy Camry campaign

    The automaker’s campaign is the latest effort from T2, the multiagency model that brings together mainstream and multicultural marketing.

    By • June 3, 2024
  • The Department of Research and Deliciousment in Sonic Drive-In's new campaign
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    Retrieved from Sonic Drive-In on May 31, 2024
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    Inside Sonic Drive-In’s new brand platform and ‘crazy fun’ campaign

    CMO Ryan Dickerson explained how the Inspire Brands QSR is personifying the chain with a new duo years after replacing its fan-favorite "Two Guys."

    By • June 3, 2024
  • 3 mobile phones showing the Tastemade channel on Shopsense
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    Courtesy of Shopsense, Tastemade
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    Tastemade launches shoppable home improvement series using Shopsense AI

    Tapping Hedley & Bennett’s founder as host, the series focuses on redesigning kitchen spaces while viewers shop the products.

    By Xanayra Marin-Lopez • May 30, 2024
  • Purely Elizabeth billboard
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    Courtesy of Purely Elizabeth
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    Purely Elizabeth rides explosive growth with first large-scale ad campaign

    The granola and breakfast foods marketer is encouraging consumers to “Savor the Start” on the heels of 56% year-over-year sales growth in the first quarter.

    By Aaron Baar • May 30, 2024
  • A black and white portrait of Michael Jordan, seen dripping in Gatorade-colored sweat, as part of the return of the PepsiCo marketer's "Is It In You?" tagline.
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    Courtesy of Gatorade
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    Gatorade revives iconic ‘Is It In You?’ tagline for largest-ever campaign

    The return of the nostalgic tagline is supported by a spot narrated by Michael Jordan and custom filters on Instagram and Snapchat. 

    By • May 29, 2024
  • Puttshack brand spokesperson Ace Puttman sits on the edge of a table inside one of its locations.
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    Courtesy of Puttshack
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    Puttshack tees up quirky spokesperson to highlight high-tech mini-golf

    The growing chain is relying on humor to differentiate itself in the competitive mini-golf space, explained CMO Susan Walmesley.

    By Amanda Baltazar • May 29, 2024
  • E.l.f. Beauty "So Many Dicks" campaign out-of-home element
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    Courtesy of E.l.f. Beauty
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    E.l.f.’s heavier marketing investment helps cosmetics brand keep its edge

    A collaboration with edgy water brand Liquid Death and Roblox gaming plays are helping the cosmetics marketer grow sales and win over Gen Z. 

    By • May 24, 2024
  • Professional race car driver Katherine Legge is seen standing on a race track next to an E.l.f. Cosmetics-branded car while also wearing E.l.f.-branded gear for the Indy 500.
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    Courtesy of E.l.f. Cosmetics
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    E.l.f. empowers women at Indy 500 with racetrack-themed ‘Lip Oil Change’

    The activation features a pit crew of “glow-up” artists and will be supported with a Snapchat AR lens, Twitch livestream and Roblox experience. 

    By • May 23, 2024
  • Kiss Products' "imPRESS Yourself" campaign imagery that shows several people gathered in an elevator-like beauty-pod concept looking at various Kiss products.
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    Courtesy of The EGC Group
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    Kiss rides the ‘ImPress Express’ to promote ease of press-on products

    The beauty marketer’s latest campaign centers on an elevator concept that tasks guests to apply press-on lashes or nails within a 30-floor trip. 

    By • May 23, 2024
  • Coca-Cola Wozzaah Africa
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    Courtesy of Coca-Cola
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    How Coca-Cola bottled the vibrancy of Africa for its latest creation

    With a name inspired by the isiZulu term for “come here,” Wozzaah Zero Sugar looks to embody the culture of and invite consumers to the continent.

    By • May 23, 2024