Brand Strategy: Page 32
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Courtesy of E.l.f. Cosmetics
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 Jessica Hammers • May 23, 2024 -
Courtesy of The EGC Group
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 Jessica Hammers • May 23, 2024 -
Explore the Trendline➔
Spencer Platt via Getty Images
TrendlineMultichannel Optimization
There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.
By Marketing Dive staff -
Courtesy of Coca-Cola
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 Chris Kelly • May 23, 2024 -
Courtesy of United Airlines
Q&AHow United Airlines flies with Wrexham to cultural relevancy
The airline is “opening the aperture” of its sponsorship of the Welsh soccer club with branded swag, said Chief Advertising Officer Maggie Schmerin.
By Chris Kelly • May 21, 2024 -
Courtesy of Danone North America
Danone unites yogurt brands for ‘Snack & Streamapalooza’ on TikTok
The event spotlighting the Remix line of products from Oikos, Too Good & Co. and Light + Fit includes four content sets featuring top TikTok personalities.
By Jessica Hammers • May 20, 2024 -
Courtesy of Gap Inc.
Gap Inc. selects Omnicom as media AOR, reorganizes key media functions
The apparel marketer created a Marketing Shared Services organization to unite core media functions as it works to revitalize its brands.
By Chris Kelly • May 15, 2024 -
Getty Images
Deep DiveWhy marketers increasingly downplay sustainability efforts
Greenhushing on climate-related initiatives is becoming more widespread amid an intensifying regulatory environment and consumer backlash.
By Nicole Ortiz • May 14, 2024 -
Courtesy of Welch's Fruit Snacks
Welch’s Fruit Snacks debuts largest-ever campaign with Gordon Ramsay
The celebrity chef serves as Welch’s “CFO,” or chief fruit officer, and stars in the first TV commercial in the brand’s history to promote its clean ingredients.
By Jessica Hammers • May 14, 2024 -
Courtesy of E.l.f. Beauty
E.l.f. says corporate America has ‘So Many Dicks’ and not enough diversity
The brand highlights the “ROI of DEI” by calling out the success of its diverse board compared to those full of men named Richard, Rick and Dick.
By Chris Kelly • May 13, 2024 -
Courtesy of Thomas' Breakfast
Thomas’ revives breakfast with first brand character in 144-year history
Thom, billed as a “proper young man with a strong British accent,” is meant to remind consumers to savor breakfast amid the hectic morning shuffle.
By Jessica Hammers • May 13, 2024 -
Brandon Bell via Getty Images
McDonald’s to focus on digital marketing with new fund
The fund, which will be paid with existing contributions, will allow the chain to market more effectively to customers within its app.
By Julie Littman • May 10, 2024 -
Courtesy of Hard Rock International
Hard Rock rolls out global loyalty program across hotels, retail, casinos
In a multimillion-dollar campaign for the launch, celebrities Shakira, John Legend, Lionel Messi and Noah Kahan plugged member benefits.
By Noelle Mateer • May 9, 2024 -
Retrieved from Starburst on May 08, 2024
Starburst taps gen AI for campaign that is ‘Different Every Time’
The Mars candy brand’s first major campaign in 12 years was created with Team OMC, a collaboration between Omnicom shops DDB and Critical Mass.
By Chris Kelly • May 9, 2024 -
"Gap in Hillcrest Mall" by Raysonho @ Open Grid Scheduler / Scalable Grid Engine is licensed under CC BY 1.0
Gap names new global CMO amid push to revitalize brand
Fabiola Torres joins the retailer from PepsiCo and was lauded for her ability to connect with globally diverse consumers.
By Peter Adams • May 8, 2024 -
Courtesy of The Absolut Group
Absolut combats AI bias in fashion with 10K diverse image prompts
The Pernod Ricard brand teamed with Copy Lab to generate inclusive, free-to-use imagery in an attempt to train AI to become less biased.
By Jessica Hammers • May 7, 2024 -
Courtesy of Impossible Foods
Impossible Foods’ Americana ads address the meat problem — with more meat
The plant-based brand’s first campaign under a new visual identity targets meat eaters looking for options that are better for public health and the planet.
By Chris Kelly • May 6, 2024 -
Courtesy of Liquid I.V.
Liquid I.V. refreshes brand to stand out in evolving hydration market
The Unilever brand's new visual identity is accompanied by a lively 60-second spot in which two hikers fly as if propelled by water-powered rocket boots.
By Chris Kelly • May 3, 2024 -
Courtesy of Heineken
Heineken transforms laundromats into late-night sports viewing spots
“LaundroMatch” targets UEFA Champions League fans in South Korea who watch live matches in the early morning hours when sports bars are closed.
By Aaron Baar • May 2, 2024 -
Courtesy of Mars
Skittles raffles off rent-free NYC micro-apartment
The apartment sweepstakes promotes a new Littles product and coincides with the launch of new global branding by the candy company.
By Sara Karlovitch • May 2, 2024 -
How McDonald’s and Burger King diverge on value-driven messaging
Price-conscious consumers are forcing the QSR giants down different paths around how to advertise value and invest in their marketing.
By Chris Kelly • May 1, 2024 -
Courtesy of Roblox
Why video is key to Roblox’s evolving advertising strategy
The wide rollout of immersive video ads is accompanied by measurement partnerships that underpin the platform’s growing advertising ambitions.
By Chris Kelly • May 1, 2024 -
Courtesy of The Coca-Cola Company
Fanta reimagines nostalgic ‘Wanta Fanta’ platform to reach Gen Z
Created with WPP Open X and led by Majority, the campaign encourages younger consumers to indulge in what they want amid the daily hustle.
By Jessica Hammers • April 30, 2024 -
Courtesy of Microsoft
Estée Lauder boosts generative AI ambitions with expanded Microsoft deal
The deal follows a similar partnership with Coca-Cola and arrives as the tech giant makes its Copilot AI companion available to all advertisers.
By Chris Kelly • April 29, 2024 -
Getty Images
Sponsored by GSTVBeyond the living room: Why video on-the-go is linear TV’s perfect partner
Unlocking on-the-go potential: redefining TV advertising.
April 29, 2024 -
Courtesy of Corona
Corona Premier names director of lifestyle for new fitness-focused push
Matt James, a former NCAA football player known for appearing on “The Bachelor,” will help promote The Premier Club, a traveling activation.
By Sara Karlovitch • April 26, 2024
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