Brand Strategy: Page 5

  • A woman bites a Clif Bar after a workout
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    Courtesy of Mondelēz International
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    Clif Bar celebrates athlete perseverance with new brand platform

    The Mondelez-owned snack marketer is extending a partnership with fitness app Strava to include fresh co-branded content, events and challenges.

    By • Jan. 31, 2025
  • A nighttime photo of Chili's building with green and red neon signage
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    Courtesy of Brinker International
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    How Chili’s boosted comparable sales by 31%

    Value-oriented ads and marketing for its Triple Dipper menu boosted the chain’s traffic by nearly 20%, driving a record-breaking quarterly performance.

    By Julie Littman • Jan. 31, 2025
  • 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
  • Digital screens inside a store.
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    Courtesy of Grocery TV
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    Deep Dive

    What marketers can expect as CTV and retail media converge in 2025

    Expectations are high that the two synergistic and growing channels can deliver on the promise of full-funnel, data-driven digital marketing.

    By • Jan. 31, 2025
  • Chipotle
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    Courtesy of Chipotle
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    Chipotle connects SMS, social to celebrate Super Bowl ‘extras’

    The fast-casual chain is also giving out free guac and queso blanco to loyalty members as it bills the day after the big game “Extra Sunday.”

    By Aaron Baar • Jan. 30, 2025
  • Doechii sits for an MLS ad
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    Courtesy of MLS
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    Q&A

    Why MLS is kicking off a brand campaign around the Super Bowl

    CMO Radhika Duggal detailed the strategy behind the league’s “Game On” effort starring rapper Doechii that will premiere before the big game.

    By • Jan. 30, 2025
  • People sit in a coffee shop.
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    Adam Gray via Getty Images
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    Starbucks bets on marketing to broader audience to support turnaround

    CEO Brian Niccol detailed how marketing investments can lead to future growth as the chain’s latest earning results have “room for improvement.”

    By • Jan. 29, 2025
  • legal risk
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    Laurence Dutton via Getty Images
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    Deep Dive

    How generative AI’s role will evolve in 2025 as marketers probe its utility

    The fast emergence of disruptors like DeepSeek could cater to marketers’ desire for tech that produces concrete outcomes at lower costs. 

    By • Jan. 29, 2025
  • Meaghan Trainor for E.l.f. Cosmetics
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    Courtesy of E.l.f. Cosmetics
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    How E.l.f. balances entertainment, purpose to tap into a TikTok trend

    In the brand’s third collaboration with Meghan Trainor, the pop star appears as an airplane captain to showcase soft matte makeup products. 

    By • Jan. 28, 2025
  • Kimberly-Clark brand names displayed on banner in NYC
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    The image by Marco Verch is licensed under CC BY 2.0
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    Kimberly-Clark appoints first global chief creative and design officer

    AlmapBBDO veteran Luiz Sanches joins the CPG giant, which no longer has a traditional CMO role and recently reorganized its agency roster.

    By • Jan. 27, 2025
  • uncrustables smucker
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    Courtesy of The J.M. Smucker Co.
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    Q&A

    J.M. Smucker’s CMO on how brands must face the challenges of 2025

    Gail Hollander discusses the convergence of brand building and pop culture and how marketers should think about retail media, AI and other emerging tech.

    By • Jan. 27, 2025
  • NYX Professional Makeup NYXTAPE Album
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    Courtesy of NYX Professional Makeup
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    NYX blends music and makeup for TikTok-focused mixtape

    The makeup brand is leveraging TikTok’s SoundOn platform to promote five women artists as the fate of the ByteDance platform remains uncertain.

    By • Jan. 23, 2025
  • A bag of Cheetos features a custom Other Hand Font and Chester Cheetah design
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    Permission granted by PepsiCo Foods US
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    Cheetos continues to embrace ‘Other Hand’ imperfection with custom font

    The design described as “hilariously bad” is available via web download and a Chrome plug-in and will appear on special bags of the snack.

    By • Jan. 23, 2025
  • Dogfish Head's 30 Minute Light IPA in bottle and glass
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    Courtesy of Dogfish Head
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    How Dogfish Head uses social-first marketing as craft beer tides change

    The Boston Beer Company-owned brewery leaned into Quitter’s Day and doled out participation medals and beer money to launch a new light IPA.

    By • Jan. 23, 2025
  • McDonald's, Pokemon Go hero imagery
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    Courtesy of McDonald's
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    McDonald’s amplifies mobile app with Pokémon Happy Meal

    The burger chain is again wedding pop culture and nostalgia with a Happy Meal box inclusive of a Pokémon booster pack, poster and sticker sheet.

    By • Jan. 22, 2025
  • Sabrina Carpenter appears in a Dunkin ad
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    Courtesy of Dunkin'
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    Q&A

    Dunkin’ CMO on building a ‘cinematic universe’ to capture attention

    Jill McVicar Nelson explains what the brand has learned from its Super Bowl ads and how it’s facing uneasiness around TikTok’s future.

    By • Jan. 22, 2025
  • Omoda app
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    Courtesy of Omoda
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    Google’s AI tools power Omoda’s online personal stylist platform

    The Dutch fashion retailer’s Omoda Stylist platform leverages Google Cloud’s Vertex AI platform and Gemini models for a tailored shopping experience.

    By Aaron Baar • Jan. 16, 2025
  • Oreo
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    Courtesy of Oreo
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    Oreo plays on lore behind its brand name with web audio challenge

    “Name This Oreo” tasks players with quickly saying elaborate combinations of “O” and “RE” to unlock exclusive retail offers at Kroger.

    By • Jan. 16, 2025
  • A State Farm Catastrophe Response Team truck
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    Courtesy of State Farm
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    State Farm will not advertise during Super Bowl amid Los Angeles fires

    The insurance company faces backlash for canceling thousands of homeowners’ policies in California last year.

    By • Jan. 16, 2025
  • Participants holding signs in support of TikTok outside the U.S. Capitol Building.
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    Anna Moneymaker / Staff via Getty Images
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    Deep Dive

    How marketers can stay reactive as a TikTok ban looms

    Contingency plans are coming into focus as the Supreme Court weighs a decision that could ban the ByteDance-owned app in the U.S. on Sunday.

    By • Jan. 16, 2025
  • Coors Light's Case of the Mondays
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    Courtesy of Coors Light
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    Coors Light preps case of the Mondays for day after the Super Bowl

    The Molson Coors flagship continues to build buzz for its big game spot after misspelling “refreshment” as “refershment” in an ad stunt.

    By • Jan. 15, 2025
  • The TikTok app is displayed on an Apple iPhone.
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    Photo Illustration by Drew Angerer via Getty Images
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    How TikTok Shop is changing the way brands reach customers

    As a potential ban looms, brands like Nike and E.l.f. Beauty are leveraging the social media platform to win over Gen Z.

    By Xanayra Marin-Lopez • Jan. 15, 2025
  • Actor Keegan-Michael Key pours a cocktail at a Cambria Hotels bar in a marketing campaign image for Choice Hotels International.
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    Courtesy of Choice Hotels International
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    Choice Hotels CMO talks travel ‘maximizing’ in new global ad campaign

    Actor Keegan-Michael Key returns for this year’s marketing push, which aims to build brand loyalty, Noha Abdalla shares.

    By Jenna Graber • Jan. 14, 2025
  • Rocket rebrand billboard
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    Courtesy of Rocket
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    How Rocket Companies’ rebrand sets the stage for a new Super Bowl approach

    A new visual identity looks to position the company as the “most culturally significant and inclusive brand in America,” said CMO Jonathan Mildenhall.

    By • Jan. 14, 2025
  • Nikki Rodriguez poses for American Eagle's Fall 2024 campaign.
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    Courtesy of American Eagle
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    How American Eagle’s CMO avoids AI’s ‘generic creative’ trap

    At NRF’s Big Show, Craig Brommers addressed mounting production demands but said delegating more work to AI is a “scary” prospect.  

    By • Jan. 14, 2025
  • Planet Fitness
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    Justin Sullivan via Getty Images
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    Planet Fitness adds CMO from Marriott to build on recent growth

    Brian Povinelli’s appointment comes as the gym chain makes redefining its brand strategy a key priority.

    By • Jan. 13, 2025