Brand Strategy: Page 43

  • A muscular video game avatar with a red boxing glove and blue vest stands next to a red chili.
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    Courtesy of Chipotle
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    Chipotle gears up for a fight with Street Fighter 6 activation

    The chain is rewarding consumers who place orders on the web or via app with in-game currency and will trade free food for viewing time on Twitch.

    By • May 25, 2023
  • Digital screens in a store.
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    Courtesy of Cooler Screens
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    Kroger brings digital smart screens to 500 locations

    The grocer is adding units from Cooler Screens on the heels of a three-year pilot, with the goal of strengthening its retail media offerings. 

    By Catherine Douglas Moran • May 24, 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
  • McDonald's Little Mermaid Happy Meal
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    Courtesy of McDonald’s USA
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    McDonald’s spotlights Black Girls Surf to promote ‘Little Mermaid’ tie-up

    The fast food giant is doubling down on inclusivity around a film that has faced racist backlash, while the chain faces its own accusations of racial bias.

    By • May 24, 2023
  • Three phone screens showcasing Peloton Gym.
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    Courtesy of Peloton
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    Peloton’s latest brand revamp arrives as revenue drops 22%

    The refresh brings a free membership tier and a new in-app content feature, Peloton Gym, as the brand strives to be more accessible.

    By • May 24, 2023
  • A group of executives meet
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    fizkes via Getty Images
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    71% of CMOs lack the budget needed to execute marketing strategy in 2023

    Martech is the recipient of the biggest boost in spending while labor faces the largest pullback, a dynamic that could present challenges down the line.

    By • May 23, 2023
  • A side-by-side comparison of Kraft Singles packaging before and after the brand refresh.
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    Courtesy of Kraft Heinz
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    Kraft Singles refreshes brand with bold colors, easier-to-open packaging

    The first overhaul in five years arrives as the brand looks to maintain its momentum during a period of high inflation. 

    By • May 23, 2023
  • A BMW iX on the road
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    Retrieved from BMW on May 22, 2023
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    BMW applies sustainability to messaging and media buy

    The “Forces of Nature” branded video series for Canada delivered higher than expected completed views and was optimized toward sites with low emissions.

    By Aaron Baar • May 22, 2023
  • A person watches TV.
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    gorodenkoff via Getty Images
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    Report: As CTV commands advertiser interest, fraud grows nearly 70%

    A focus at this year’s upfronts, the channel has also seen the variety of schemes triple since 2020, according to DoubleVerify.

    By • May 22, 2023
  • A close shot of fingers typing on the keyboard of a laptop with a picture of a milk carton on the walmart website
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    Permission granted by Walmart Marketplaces
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    Walmart ad biz growth continues to outpace rivals

    The retailer's global advertising business grew over 30% last quarter, a higher rate than chief competitor Amazon and other digital ad platforms.

    By • May 22, 2023
  • Two distressed and desperate businessmen sitting beside broken banknotes, dollars
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    sesame via Getty Images
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    Pitching new business is busted for agencies and brands. Can it be fixed?

    Stakeholders agree the long-standing pitch model is broken and too expensive, thanks in part to inertia and misaligned objectives, per Forrester.

    By Aaron Baar • May 22, 2023
  • CMO Melody Lee wearing a gray shirt standing outside
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    Permission granted by Mercedes-Benz USA
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    Mercedes-Benz names new CMO as auto transformation race heats up

    Melody Lee previously worked at rival Cadillac, where she overhauled the brand’s identity and helped launch a luxury vehicle subscription service.

    By • May 19, 2023
  • An image of people gathered around a campfire tied to L.L.Bean's "off the grid" announcement surrounding Mental Health Awareness Month.
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    Courtesy of L.L.Bean
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    L.L. Bean ditched social media for May — here’s how it’s going so far

    For Mental Health Awareness Month, the retailer vowed to avoid posting on social and instead focus on nature, challenging consumers to do the same.

    By • May 18, 2023
  • NFL commissioner Roger Goodell takes center stage at YouTube's 2023 Brandcast presentation.
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    Permission granted by Getty Images for YouTube
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    At Brandcast, YouTube weds power of NFL to creators like MrBeast

    Convergence was a major theme at the 2023 presentation as the platform takes over NFL Sunday Ticket and contends with advertising headwinds.

    By • May 18, 2023
  • Warner Bros. Discovery upfront 2023
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    Courtesy of Warner Bros. Discovery
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    WBD unveils robust advertising options for Max ahead of May 23 launch

    The combined HBO Max and Discovery+ service offers marketers a range of advertising options, with focuses on reach, reward and interaction.

    By • May 18, 2023
  • Pepsi Bad Bunny
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    Courtesy of Pepsi
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    Pepsi presses play on summer with Bad Bunny, Apple Music

    The brand revealed a 90-second spot featuring the pop star as a lifeguard who can control pool-goers’ choreography with a bottle of cola.

    By • Updated June 1, 2023
  • A blue case of University of Texas co-branded Bud Light against a white backdrop
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    Courtesy of Anheuser-Busch InBev
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    Boycott narrows Bud Light’s lead in the premium beer category

    Sales of the AB InBev-owned brew have fallen and the brand has lost ground to offerings from Molson Coors and Yuengling following its promotion with transgender influencer Dylan Mulvaney.

    By Christopher Doering • May 17, 2023
  • A photograph of Nathan Louer, chief brand officer at Jamba.
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    Permission granted by Focus Brands
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    Focus Brands hires Jimmy John’s vet as Jamba chief brand officer

    Nathan Louer, who has held marketing positions at the chain for nearly 17 years, brings knowledge of brand strategy, digital, marketing, product development and operations to his new position. 

    By Julie Littman • May 17, 2023
  • A side profile shot of Oscar Mayer's Frankmobile, a rebranded version of the Wienermobile, sitting in a parking lot
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    Permission granted by The Kraft Heinz Company
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    Oscar Mayer brings back Wienermobile name after 4 months

    The Kraft Heinz marketer rebranded the hotdog-shaped vehicle but is reverting to the 87-year-old name after what may have been a summertime stunt.

    By • Updated Sept. 22, 2023
  • A Roblox avatar wears H&M's Stranger Things collection
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    Courtesy of H&M
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    H&M brings ‘Stranger Things’ to Roblox for summer clothing experience

    The retailer is continuing its experiments in the metaverse around a collection inspired by the Netflix hit.

    By • May 17, 2023
  • A group of people on bikes and skateboards ride a road near a mountain range.
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    Courtesy of Anheuser-Busch InBev
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    AB InBev’s Kona beer surfs into summer with new name, brand refresh

    “Bring the Aloha” showcases the new moniker Kona Big Wave and sees the brand lean into its Hawaiian heritage, including an association with surfing.

    By • May 17, 2023
  • An envelope and document related to Taco Bell's petition to eliminate trademarks over Taco Tuesday sit on a desk next to a purple pencil and pen.
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    Permission granted by Taco Bell Corp.
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    LeBron James joins Taco Bell’s fight to liberate ‘Taco Tuesday’

    The basketball star is featured in a new 30-second ad, "Taco Bleep," that censors him every time he tries to say the trademarked phrase.

    By • Updated May 22, 2023
  • "Do the right thing" sculpture at the Nike headquarters in 2018
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    Natalie Behring via Getty Images
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    Nike faces lawsuit over greenwashing claims

    A Missouri plaintiff said that 90% of the products Nike advertises as using recycled materials don’t, and that some of the recycled materials themselves are environmentally harmful.

    By Daphne Howland • May 16, 2023
  • An image of NYX's Roblox house.
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    Courtesy of NYX Professional Makeup
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    NYX celebrates LGBTQIA+ gaming communities in new Pride campaign

    The makeup company partnered with five different creators for “Game Out Loud” which spans several digital platforms, including Roblox and Twitch.

    By • May 16, 2023
  • A bottle of Coors Banquet with its new packaging.
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    Courtesy of Molson Coors
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    Coors Banquet celebrates legacy by helping entrepreneurs start their own

    The brewer’s new campaign includes an ad featuring the voice of “Yellowstone” actor Cole Hauser and a party in its hometown of Golden, Colorado.

    By • May 15, 2023
  • The Jonas Brothers gathered around a phone playing Candy Crush Saga as part of a gaming partnership.
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    Courtesy of Candy Crush Saga
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    Candy Crush ‘candifies’ the Jonas Brothers for gaming tie-up

    Players will have access to two unreleased songs by the pop trio in addition to an in-game exclusive remix of new single “Waffle House.”

    By Aaron Baar • May 11, 2023