Brand Strategy: Page 20

  • Megan Thee Stallion floats in a cloud of purple above gym equipment in a Planet Fitness.
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    Courtesy of Planet Fitness
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    Planet Fitness busts gym barriers with help from Megan Thee Stallion

    A new campaign elevates the rapper to the role of Mother Fitness and includes TV ads, an augmented reality filter and co-branded merchandise.

    By • Jan. 3, 2024
  • Intuit TurboTax
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    Courtesy of Intuit TurboTax
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    How TurboTax’s new campaign makes moves count on road to Super Bowl

    The effort includes marketing partnerships with Twitch and TikTok and will culminate with the brand’s 11th consecutive appearance in the big game.

    By Aaron Baar • Jan. 3, 2024
  • A data center server room. Explore the Trendline➔
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    sefa ozel via Getty Images
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    Trendline

    AI and Marketing Data

    Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data. 

    By Marketing Dive staff
  • Mtn Dew Baja Blast products are promoted with a beach background
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    Permission granted by PepsiCo
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    Mtn Dew fan favorite Baja Blast sets Super Bowl debut for 20th anniversary

    The former Taco Bell exclusive will be made available at nationwide retail for a full year for the first time as part of the “Bajaversary” marketing blitz.  

    By • Jan. 2, 2024
  • Chipotle logo recreated in Strava app
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    Courtesy of Chipotle
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    Chipotle curates workouts on Strava to support New Year’s resolutions

    Fitness enthusiasts can run or walk various route segments on Strava that end at Chipotle restaurants for a chance to win free Lifestyle Bowls.

    By Aaron Baar • Jan. 2, 2024
  • A group of people gather in a living room with Coca-Cola products on a table
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    Courtesy of The Coca-Cola Company
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    Why Coca-Cola turned to ‘The Bear’ to bring together its family of brands

    “New Guy” developed out of conversations with Majority, a diversity-focused creative agency that is part of the marketer's OpenX arrangement with WPP.

    By • Jan. 2, 2024
  • Geico's Caveman character
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    Courtesy of Geico
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    Geico thaws Caveman on road to the Super Bowl

    A new spot from The Martin Agency sees the iconic brand character wake up from a nightmare about the “so easy, a caveman can do it” tagline.

    By • Dec. 22, 2023
  • NBCU NFL on Peacock logo
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    Courtesy of NBCUniversal
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    Peacock’s first exclusive NFL game will go commercial-free for a quarter

    Instead of conventional ad breaks, sponsors Capital One, Hyundai and Walmart will run custom content, cutting the broadcast’s ad load by 40%. 

    By • Dec. 21, 2023
  • Workers in a collaborative conference room.
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    filadendron via Getty Images
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    In-house agency sophistication rises, output improves: survey

    Among the two-thirds of brands now running in-house shops, 33% reported “complete satisfaction,” a significant jump from 2020’s findings.

    By • Dec. 21, 2023
  • a Burger King burger and a person's face being scanned by facial recognition tech
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    Retrieved from Burger King Brazil on December 21, 2023
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    Burger King turns hangovers into discounts with facial recognition

    In the tradition of its “Whopper Detour” and “Burn that Ad” campaigns, the chain’s latest stunt uses mobile technology to drive engagement.

    By • Dec. 21, 2023
  • Director Dave Laden watching a video monitor
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    Courtesy of Mondelez International
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    Oreo sets Super Bowl return a decade after watershed Twitter play

    The Mondelez cookie brand’s speedy response to a power outage in 2013 is enshrined as one of the great big game marketing moments.

    By • Dec. 20, 2023
  • Three images side by side, an image of hands with rings weaving, bottles of Zacapa and someone holding a glass of rum.
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    Courtesy of Diageo
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    Zacapa rum highlights female empowerment in 1st global campaign

    “Lips to Soul” will be supported by out-of-home activations, primarily Facebook and Instagram paid social media advertising, events and TV in select markets.

    By • Dec. 20, 2023
  • A can of Pringles and caviar on two chips
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    Courtesy of Kellogg Company
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    How the pairing of Pringles and caviar went viral on TikTok, Instagram

    The Kellanova potato chip teamed with The Caviar Co. and tapped into the cultural zeitgeist to create a “new snacking occasion.”

    By Christine Blank • Dec. 20, 2023
  • Target content on the Las Vegas Sphere
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    Courtesy of Target
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    Target brings dog mascot Bullseye to Las Vegas Sphere for holiday blitz

    The largest version of the Bull Terrier character yet is joined by an 11-story gingerbread Target for the snowglobe-inspired takeover.

    By • Dec. 19, 2023
  • NBA stars Nikola Jokić and Peyton Watson are pictured walking together
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    Courtesy of Expedia
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    Hotels.com recruits NBA stars to promote mobile app, loyalty program

    A new “Hotel like a Pro” campaign highlights Nikola Jokić and Jimmy Butler’s “hotel hacks” and includes an integration with the NBA2K video game.

    By • Dec. 19, 2023
  • Happy millennial teen girl checking social media holding smartphone at home.
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    insta_photos via Getty Images
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    Sponsored by Wizz

    3 ways your brand can build community with Gen Z on social media

    The perfect holiday gift for your marketing team: the definitive guide to marketing to Gen Z in 2024.

    Dec. 19, 2023
  • The welcome screen for OpenAI's ChatGPT app is displayed on a laptop screen
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    Leon Neal via Getty Images
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    Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns

    One-fifth of brands will lean into being AI-free as a point of differentiation, a trend that contrasts with CMOs’ growing investments in the tech field.  

    By • Dec. 18, 2023
  • A young girl in football gear
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    Courtesy of Dove
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    Dove returns to Super Bowl for 1st time in 18 years

    The 30-second spot follows a previously announced partnership with Nike around coaching tools that build body confidence in girls.

    By • Dec. 18, 2023
  • Elf on Roblox via Warner Bros
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    Courtesy of Fairview Portals
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    Warner Bros. marks 20 years of ‘Elf’ with Roblox experience

    Made with Fairview Portals and Supersocial, the experience invites players into Santa’s workshop and features several nods to the iconic holiday film.

    By • Dec. 18, 2023
  • Trivago brand refresh materials on mobile devices
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    Courtesy of Trivago
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    Trivago introduces brand refresh with ads localized with help from AI

    The company enlisted agency DesignStudio for the overhaul, with a focus on its metasearch capabilities and an unfussy, upbeat demeanor.

    By • Dec. 15, 2023
  • A bottle of Captain Morgan Rum sits on a table with a red video game controller as two people hang out.
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    Courtesy of Diageo
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    Diageo outlines 5 key consumer trends for 2024, including neo-hedonism

    The spirit brand’s new report was developed using a proprietary research tool and underscores the need for brands to remain nimble. 

    By • Dec. 15, 2023
  • A spokesperson with a gingerbread person and a Snyder's pretzel cabin
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    Courtesy of Campbell Soup Company
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    Column

    Campaign Trail: Snyder’s pretzels save gingerbread people from houses made of themselves

    The effort includes a PSA-style spot for YouTube and social video that riffs on a macabre observation about a longstanding holiday tradition.

    By • Dec. 15, 2023
  • An image promoting Zynga's mobile gaming tie-up with Warner Bros. Pictures around the "Wonka" film.
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    Courtesy of Warner Bros. Pictures
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    Warner Bros. levels up ‘Wonka’ with Zynga mobile gaming play

    Integrations with four of the game publisher’s titles, including Words With Friends 2, tout in-game challenges and film content.

    By Aaron Baar • Dec. 14, 2023
  • The Doritos x Empirical nacho cheese spirit bottle paired next to a glass with a Dorito chip garnish
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    Permission granted by PepsiCo Design & Innovation
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    Doritos looks to disrupt spirits category with nacho cheese-flavored drink

    Working with spirits marketer Empirical, the Frito-Lay brand was able to distill the taste and smell of one of its most popular snack products.

    By • Dec. 14, 2023
  • M&M's spokecandies on a football field
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    Courtesy of Mars, Incorporated
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    M&M’s returns to Super Bowl after controversy-courting stunt

    The Mars brand leans into purpose after its spokescandies took an “indefinite pause” before its last Super Bowl spot, causing confusion.

    By • Dec. 14, 2023
  • a MoonPie OOH advertisement near a sign for Roswell, NM
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    Courtesy of MoonPie
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    Forget Gen Z: MoonPie targets extraterrestrials in need of a treat

    Following July’s congressional hearings on UAPs, the snack brand and AOR Tombras devised outdoor ads that allegedly can only be read by aliens.

    By • Dec. 13, 2023