Brand Strategy: Page 51

  • An executive leads a company meeting inside a boardroom
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    Jacob Lund via Getty Images
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    38% of marketers shift strategy from customer acquisition to loyalty

    While 30% expect higher budgets this year, 54% think resources will remain the same, while the agency outlook is less rosy, per Advertiser Perceptions.

    By • Feb. 10, 2023
  • An image of an Uber Eats courier delivering a meal.
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    Courtesy of Uber Eats
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    Uber Eats readies post-checkout ads for Super Bowl LVII launch

    Brands such as Paramount+ will be able to reach app users as they check out during one of the busiest weekends of the year for the delivery service.

    By • Feb. 10, 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
  • Gorton's Seafood's new Air Fried line of products.
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    Retrieved from Gorton's Seafood on February 09, 2023
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    How Gorton’s Seafood is using TikTok for a product launch

    The brand recruited an eight-person team of influencers to create ongoing exclusive content as part of its push toward younger audiences. 

    By Aaron Baar • Feb. 9, 2023
  • Kaley Cuoco and a cast of characters stand in front of a tropical beach background in a Priceline ad.
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    Retrieved from Priceline on February 09, 2023
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    Priceline hides travel deals in digital ads running around Super Bowl LVII

    Pre-game spots are complemented by interactive videos that access over $5 million in offers as the travel marketer ramps up a new brand platform.

    By • Feb. 9, 2023
  • State Farm brand mascot Jake poses with TikTok creator Khaby Lame for the company's Super Bowl LVII social media contest.
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    Courtesy of State Farm
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    Inside State Farm’s Super Bowl LVII mobile strategy

    As it vies for Gen Z and millennial attention, the insurance company opted against a big game ad in favor of TikTok and the app’s most popular creator.

    By • Feb. 9, 2023
  • A signage of Microsoft is seen on March 13, 2020 in New York City.
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    Jeenah Moon via Getty Images
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    Microsoft, Google’s AI race points to shifting search power balance

    Marketers should still take a cautionary approach, as Google’s early hiccups with Bard demonstrate shortcomings with the technology.  

    By • Feb. 9, 2023
  • A blue Snapple cap with a fact printed underneath.
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    Courtesy of Snapple
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    Snapple turns to AI for next iteration of brand’s ‘Real Facts’ program

    The beverage brand is inviting consumers to use an OpenAI-powered tool to generate facts, with some appearing under bottle caps in 2024.

    By • Feb. 9, 2023
  • Ben Stiller and Steve Martin pose with Pepsi Zero Sugar
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    Courtesy of PepsiCo
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    Pepsi breaks fourth wall in Super Bowl ads satirizing celeb endorsements

    Spots starring Ben Stiller and Steve Martin riff on the night’s typically star-studded commercials to encourage people to try the new Pepsi Zero Sugar.

    By • Feb. 8, 2023
  • Danny DeVito stands in front of a green screen image of space.
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    Courtesy of Jersey Mike's
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    Danny DeVito dreams up big game commercial for Jersey Mike’s

    The QSR chain describes what its big game commercial would look like — despite not running one this year.

    By • Feb. 7, 2023
  • Influencer Paris Hilton wears a pink dress against an emerald green background while holding a landline phone up to her ear.
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    Permission granted by CNW Group/Klarna
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    Klarna jumps back to Y2K with help from Paris Hilton

    A campaign developed with Hilton’s 11:11 Media reinvents her “That’s hot” catchphrase and references trends from the era, like the velour tracksuit.  

    By • Feb. 7, 2023
  • ZipRecruiter joins forces with Marvel Studios’ “Ant-Man and The Wasp: Quantumania”
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    Courtesy of ZipRecruiter
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    ZipRecruiter partners with Ant-Man to showcase job-seeking tech

    The Marvel Studios tie-up spotlights the employment platform’s 1-Click Apply feature and is timed to the release of “Ant-Man and The Wasp: Quantumania.”

    By • Feb. 7, 2023
  • Wendy's shoppable ad via Roku and DoorDash
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    Courtesy of Roku
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    Wendy’s first to test Roku, DoorDash deal around shoppable TV ads

    The first-of-its-kind partnership lets DoorDash merchants place click-to-order offers within Roku ads that they can attribute, target and measure.

    By • Feb. 7, 2023
  • A large ensemble belts a tune for Old Spice's new musical theater-inspired ad.
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    Permission granted by Old Spice
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    Old Spice reveals first brand mascot as Super Bowl anticipation heats up

    Swaggy Spice, a deodorant stick wearing a hat and sunglasses, is part of a larger “Smelf-Confidence” campaign inspired by Broadway.

    By • Feb. 6, 2023
  • Honda Acura Topgolf
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    Courtesy of American Honda Motor Co.
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    Honda, Acura tee up Topgolf deal in swing for millennials, Gen Z

    The auto brands are seeking a way to engage with the young consumers who represent nearly half of the golf entertainment company’s players.

    By • Feb. 6, 2023
  • promotional photo of an Intuit-NFL sponsored concert in Roblox
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    Courtesy of Roblox
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    Intuit, NFL team up for concert on Roblox with Saweetie

    The virtual performance will be broadcast repeatedly in the run up to the big game, while Roblox’s Super NFL Tycoon seeks to teach financial literacy.

    By • Feb. 3, 2023
  • Collage of three TikToks that are part of Neutrogena's Hydro House content
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    Retrieved from Neutrogena on February 02, 2023
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    Column

    Campaign Trail: Neutrogena lathers up reality TV parody on TikTok

    Movers+Shakers mined dating show tropes to turn one of the skincare brand's products into the "bombshell" of "Hydro House."

    By • Feb. 3, 2023
  • Campaign image showing Instacart and Michelob Ultra's shoppable TV commercial timed to Super Bowl LVII
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    Retrieved from Instacart on February 01, 2023
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    Michelob Ultra, Instacart support Super Bowl push with shoppable TV ads

    The tie-up represents parent company Anheuser-Busch InBev’s first shoppable TV commercial and Instacart’s first major CPG co-marketing campaign.

    By • Feb. 2, 2023
  • Actor Michael B. Jordan drinks from a bottle of Propel Fitness Water
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    Courtesy of PepsiCo
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    Propel Fitness Water’s new look emphasizes Gatorade connection

    For the overhaul, the brand has teamed up with actor Micheal B. Jordan for a partnership that includes an integration with upcoming film “Creed III.”

    By • Feb. 2, 2023
  • Will Ferrell appears in a Super Bowl ad around Netflix's partnership with General Motors
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    Courtesy of GM
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    General Motors, Netflix team for strategic alliance around EVs

    The partnership spans product placement in the streamer’s shows, a Super Bowl spot and a sustainability push.

    By • Feb. 2, 2023
  • starry soda pepsico
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    Courtesy of PepsiCo
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    PepsiCo’s new Starry brand named official soft drink of NBA, WNBA

    The lemon-lime offering targeted at Gen Z aims to bring a “fresh perspective” as Mtn Dew steps back from events like the NBA All-Star weekend. 

    By • Feb. 1, 2023
  • The NHL All-Stars logo.
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    Courtesy of NHL
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    Disney sells out ad time for NHL All-Star events

    Major buy-ins include Chipotle, Discover and Honda for a combined total of 12 unique sponsors and 34 unique advertisers.

    By • Feb. 1, 2023
  • The words, "ChatGPT" appear on a multicolored background
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    chaofann via Getty Images
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    ChatGPT might change advertising — but it won’t revolutionize it

    Even though it’s unlikely to upend the ad world any time soon, the buzzy conversational AI model could prove useful for savvy marketers.

    By • Jan. 31, 2023
  • Smirnoff on display at an event next to glasses.
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    Photo by Bryan Bedder/Getty Images for New York Taste via Getty Images
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    Smirnoff to unveil inaugural cocktail coordinator during Super Bowl LVII

    The winner of the season-long contest will join Smirnoff as guest of honor for the big game as marketers embrace pre-game hype.

    By • Jan. 31, 2023
  • Mature man looking at a digital tablet that a colleague is showing at work.
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    FG Trade via Getty Images
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    Many brands are ‘reluctant buyers’ of ads on retail media networks

    While the majority of marketers surveyed by the ANA use at least five retail media networks and expect to spend more going forward, some have concerns.

    By • Jan. 31, 2023
  • A phone screen depicts questions from DraftKing's High Stakes Beer Ad contest.
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    Courtesy of Molson Coors
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    Molson Coors and DraftKings turn Super Bowl ad into betting opportunity

    The high-stakes tie-up challenges consumers to bet on various aspects of the brewer’s big game spot for the chance to win a portion of a $500,000 prize. 

    By • Jan. 30, 2023