Brand Strategy: Page 34

  • Super NFL Tycoon characters wear Boss' NFL hoodies
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    Courtesy of Boss
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    Boss teams up with popular Roblox game for NFL integration

    The clothing brand is using Super NFL Tycoon to promote its real-life NFL collection as part of a larger push to meet younger consumers where they are.

    By • Sept. 11, 2023
  • Travis Kelce of the Kansas City Chiefs seen blowing a blue whistle as part of a "Sack the Sunday Scaries" audio collection of "calming" tracks made for DirecTV around football season.
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    Courtesy of DirecTV
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    DirecTV extends Travis Kelce tie-up to ‘Sack the Sunday Scaries’

    The Spotify-based campaign extension comes as DirecTV faces flak from the NFL over recent ads the league believes are deceptive.

    By • Sept. 11, 2023
  • 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
  • A businessperson protects data on their laptop
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    kelvn via Getty Images
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    Marketers’ brand safety tactics may not be enough: Here’s what the numbers say

    While marketers are often concerned about having ads appear next to harmful content, even content considered mild may turn consumers off a brand.

    By • Sept. 8, 2023
  • Two people hold footballs behind a red Smirnoff popup.
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    Courtesy of Diageo
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    Smirnoff flips a coin for free cocktails as NFL season kicks off

    The Diageo brand is running broadcast integrations, digital and social media content and has partnered with FanDuel and Drizly.

    By • Sept. 8, 2023
  • a graphic of a Burger King Whopper
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    Courtesy of Burger King
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    Burger King vies to extend viral Whopper jingle’s shelf life with remix

    The meme-friendly earworm that has boosted sales is getting a dance mix by DJ Steve Aoki as part of the chain’s sponsorship of the MTV VMAs.

    By • Sept. 8, 2023
  • Two animated characters from "Barbie and Barbie On-set"
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    Permission granted by Mattel
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    Mattel strikes YouTube ad sales partnership as child safety concerns rise

    A new deal gives family-friendly media studio Pocket.watch exclusive rights to sell ad inventory for the channels of brands including Barbie and Hot Wheels.

    By • Sept. 7, 2023
  • Candy Crush Soda Saga
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    Courtesy of Candy Crush Soda Saga
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    World Surfing League promotes finals with Candy Crush tournament

    The in-game Soda Surf Cup arrives ahead of the real-world Rip Curl Finals and includes giveaways and a tie-up with popular TikTok creator Kyle Gordon.

    By • Sept. 7, 2023
  • Dallas Cowboys quarterback Dak Prescott stands in the pain aisle in a Lowe's commercial
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    Courtesy of Lowe's
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    Q&A

    How Lowe’s is leveraging its NFL deal to inspire DIYers with new campaign

    Head of marketing Jen Wilson also explained how in-housing its retail media efforts and restructuring its marketing organization have paid off for the brand.

    By • Sept. 7, 2023
  • A woman shows off her underarm tattoos on the subway as part of a Dove campaign
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    Retrieved from Ogilvy on September 06, 2023
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    Dove encourages women to embrace armpit confidence for NYFW

    A Pit Stop activation and #FreethePits social push arrive as the buzzy fashion gathering kicks off under sweltering conditions.

    By • Sept. 6, 2023
  • Three Oscar Mayer Scramblers against a yellow background.
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    Courtesy of Kraft Heinz
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    Oscar Mayer launches ‘Scramble Your Morning’ for new product debut

    The campaign promotes the marketer’s new Scramblers kit through brain-teasing puzzles and activations across social media, TV and out-of-home.

    By • Sept. 6, 2023
  • A person doing a squat while holding weights and following an instructional Peloton video, with the exercise brand's Peloton Bike also in view.
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    Permission granted by Peloton
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    Could Peloton’s brand refresh mark the start of its comeback?

    Vice President of Consumer Marketing Oli Snoddy details how the exercise brand is leveraging real users to broaden its reach and grow its app. 

    By • Sept. 6, 2023
  • Heineken gaming fridge next to gaming computer and controller
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    Permission granted by Heineken
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    Heineken combines PC with beer fridge in overture to hardcore gamers

    A device that simultaneously keeps drinks and gaming hardware cool is meant to recognize the overlooked community of PC modders.

    By • Sept. 5, 2023
  • Bud Light's Backyard Tour schedule
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    Courtesy of Anheuser-Busch InBev
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    Bud Light kicks off college football season with robust campaign

    College campuses are also the focus of an expanded “Decide to Ride” responsible drinking campaign developed by AB InBev, Uber and MADD.

    By • Sept. 5, 2023
  • An image from Tractor Beverage Company's "Escape the Ordinary" campaign
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    Courtesy of Tractor Beverage Company
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    Column

    Campaign Trail: Tractor escapes soda dystopia through hand-drawn animation

    The organic beverage company tapped an agency created for progressive challenger brands and crafted a fully realized world to take on industry giants.

    By • Sept. 1, 2023
  • A person shares a wide smile next to lipstick in a J.C. Penney promotional image.
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    Permission granted by J.C. Penney
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    How JCPenney is pivoting its brand as part of $1B company turnaround plan

    A new brand positioning was developed with agency Yard NYC while creative was handled by in-house teams.

    By • Sept. 1, 2023
  • A side-by-side of two people streaming demonstrating DirecTV's social media takeover with Team Whistle around the college and NFL football seasons.
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    Permission granted by Team Whistle
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    DirecTV Stream plans social media takeover to score football fans

    The streamer teamed with sports media company Team Whistle to share NFL-related segments across Instagram, TikTok, YouTube and Facebook.

    By Aaron Baar • Aug. 31, 2023
  • Coca-Cola Coke Studio QR codes
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    Courtesy of Coca-Cola
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    Coke transforms QR codes into art to drive OOH engagement

    The illustrative AI-powered codes are part of the Coke Studio global music platform, which the marketer has cited as a highlight of its work with WPP.

    By • Aug. 31, 2023
  • A row of Nissan vehicles in front of a mansion promote the automaker's Heisman House campaign.
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    Retrieved from Nissan on August 31, 2023
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    Nissan soups up ‘Heisman House’ with Zillow, creator partnerships

    The 13th iteration of the automaker’s college football campaign is ramping up digital outreach, with influencer marketing and NFTs factoring in the blitz.

    By • Aug. 31, 2023
  • A Chipotle Mexican Grill employee.
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    Courtesy of Chipotle
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    Chipotle takes Gen Z behind the scenes to recruit new employees

    The chain is rolling out social media content highlighting employee perks and inside scoops as it attempts to recruit staff from a younger generation.

    By • Aug. 31, 2023
  • A package of Capri Sun meant to look like noise canceling headphones against a white background.
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    Courtesy of Capri Sun
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    Capri Sun showcases ‘kid-noise canceling technology’ in new campaign

    A social-first campaign for the Kid Noise-Canceling Juice Drink product plays off the idea that each packet of Capri Sun takes 50 seconds to consume.

    By • Aug. 31, 2023
  • Two characters in multiplayer game PUBG: Battlegrounds wear Trolli-themed outfits as part of a promotion
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    Retrieved from Ferrara on August 30, 2023
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    Trolli brings multiplayer game PUBG to life with scavenger hunt experience

     A tie-up with the popular battle royale game includes custom character skins and a major presence at the PAX West convention.

    By • Aug. 30, 2023
  • Jerry Rice, Emmitt Smith, Dan Marino and Randy Moss suit up in PepsiCo's Unretirement campaign
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    Courtesy of PepsiCo Frito-Lay
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    PepsiCo unretires football greats with portfolio-wide NFL kickoff campaign

    Dan Marino, Emmitt Smith, Jerry Rice and Randy Moss contemplate returning to the field in a spot that features Doritos, Lay’s, Starry, Mtn Dew and more.

    By • Aug. 30, 2023
  • A display of Miller Lite in a store.
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    Courtesy of Molson Coors
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    Miller Lite, Coors Light expand football marketing playbook for new season

    The Molson Coors brands lay out their football strategy ahead of the season as the company looks to increase marketing spend broadly by $100 million.

    By • Aug. 30, 2023
  • TGI Fridays CEO Brandon Coleman in a dark suit.
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    Permission granted by TGI Fridays
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    TGI Fridays promotes CMO to CEO

    Brandon Coleman III takes the reins as the chain experiments with virtual brands, a new loyalty structure and major menu overhaul in a growth push. 

    By Emma Liem Beckett , Julie Littman • Aug. 29, 2023
  • The logo of Google Cloud is seen at the 2023 Hannover Messe industrial trade fair on April 17, 2023 in Hanover, Germany.
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    Alexander Koerner / Stringer via Getty Images
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    Estée Lauder bets generative AI can keep pace with shifting consumer tastes

    The Clinique owner is deepening a relationship with Google Cloud as viral apps like TikTok put pressure on R&D.

    By • Aug. 29, 2023