Brand Strategy: Page 52
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Courtesy of Anheuser-Busch InBev
Busch Light enlists Sarah McLachlan for Super Bowl LVII
The beer brand’s game day commercial will revive the singer’s ASPCA anthem, “Angel,” as part of a playful miscommunication about outdoor survival tips.
By Jessica Deyo • Jan. 30, 2023 -
Courtesy of Yves Saint Laurent Beauty
Yves Saint Laurent Beauty ties Web3 to online shopping experience
All revenue generated by NFT sales will be donated to partners of the Abuse is Not Love program, which fights against intimate partner violence.
By Chris Kelly • Jan. 27, 2023 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
SolStock via Getty Images
Blockchain, metaverse continue to command CMO interest despite snags
Just 10% of surveyed marketers think the metaverse isn’t relevant to their industry while 41% plan to use blockchain in 2023, per Deloitte.
By Peter Adams • Jan. 26, 2023 -
Courtesy of KFC
KFC Canada unveils winterized outdoor basketball court
As part of the “KFC Buckets Are Life” campaign, the court features pre-warmed basketballs and nets made to look like the chain’s chicken buckets.
By Sara Karlovitch • Jan. 26, 2023 -
Courtesy of Disney
Unilever first to test Disney’s identity integration with Trade Desk
Disney continues to enhance its ad business, partnering with EDO around outcome measurement and improving ad targeting on Disney+.
By Chris Kelly • Jan. 26, 2023 -
Courtesy of Dogfish Head
Dogfish Head’s budget big game ad showcases electric football
The craft brewer spent only $7,000 on a hyper-local ad to promote its role as the official beer of the Electric Football World Championship.
By Sara Karlovitch • Jan. 25, 2023 -
Courtesy of Bumble
Netflix helps Bumble matches find common interests with game about popular shows
“Find the Date You’ve Been Watching For” was inspired by research showing it’s easier for people to talk to a match when they share similar tastes in TV.
By Sara Karlovitch • Jan. 24, 2023 -
Courtesy of Oreo
Martha Stewart makes metaverse debut with Oreo
The celebrity chef and DIY homemaker will document her journey through the Oreoverse with a livestream on Facebook and Instagram.
By Jessica Deyo • Jan. 24, 2023 -
Mario Tama via Getty Images
P&G touts big savings from fabric care in-housing strategy
Wresting more control over media buying and selling and developing proprietary tech to better place TV ads created $65 million in annual savings.
By Peter Adams • Jan. 23, 2023 -
Courtesy of The Gatorade Company
Gatorade marks Fast Twitch rollout with big game giveaway
To enter, consumers must post a video of themselves on TikTok or Instagram that shows what their pre-game stadium run-through would look like.
By Jessica Deyo • Jan. 23, 2023 -
Courtesy of Mars
M&M’s spokescandies take ‘indefinite pause’ amid polarizing rebrand
An ad starring Maya Rudolph debuted as part of a new storyline that includes the characters and will resolve with their appearance in a Super Bowl spot.
By Chris Kelly • Updated Jan. 25, 2023 -
Courtesy of NBA
NBA, StellarAlgo team up to streamline fan data across channels
The league has also taken an equity stake in the customer cloud platform in a bet on the growth potential for leveraging data to boost engagement.
By Sara Karlovitch • Jan. 20, 2023 -
Retrieved from YouTube on January 18, 2023
ColumnCampaign Trail: Kraft Mac & Cheese animates the transformative power of noodles
Made in collaboration with agency Johannes Leonardo, short-form ads turn "struggles" into "snuggles" and "rush hour" into "happy hour."
By Chris Kelly • Jan. 20, 2023 -
Sean Gallup / Staff via Getty Images
YouTube reclaims VidCon title sponsorship, replacing TikTok
The Google-owned platform had been a routine sponsor since 2013 but was replaced last year by its ByteDance competitor.
By Jessica Deyo • Jan. 19, 2023 -
Retrieved from Avocados From Mexico on January 19, 2023
Avocados from Mexico gives Super Bowl parties a glow up with Pantone
A custom yellow-green color features in a new big game decor collection, while the marketer is also investing in its sonic branding.
By Peter Adams • Jan. 19, 2023 -
Courtesy of FaZe Clan
Porsche rides with esports giant FaZe Clan to reach next generation of luxury buyers
The multi-year partnership includes original content, consumer products, esports integrations and digital goods in the Web3 space.
By Chris Kelly • Jan. 19, 2023 -
Courtesy of Clinique
How technology changes the way beauty brands interact with consumers
During an NRF Big Show panel, execs from Estée Lauder and Macy’s discussed how data, artificial intelligence and TikTok are influencing customer behavior.
By Sara Karlovitch • Jan. 19, 2023 -
Retrieved from Apple on January 19, 2023
Apple launches Business Connect, names partners as advertising ambitions intensify
The new feature allows businesses to customize and more quickly update information across Apple platforms including Maps, Messages, Wallet and Siri.
By Aaron Baar • Jan. 19, 2023 -
Courtesy of PIM Brands Inc.
Welch’s Fruit Snacks ties big game giveaway to QR code-enabled ads
Spots starring NFL player Mark Andrews can be scanned to enter to win watch-party goodies like a smart TV and home theater.
By Peter Adams • Jan. 18, 2023 -
Courtesy of Frito-Lay North America
Lay’s and Brazilian superstar Anitta power campaign with potato electricity
A TV spot features elements of Latino culture, including reggaetón and voceteo, a Puerto Rican and Dominican trend around car sound systems.
By Chris Kelly • Jan. 18, 2023 -
Spencer Platt / Staff via Getty Images
Deep Dive9 marketing trends to watch as 2023 tests transformation bets
Pivots to ad-supported streaming, alternative measurement currencies and new social platforms all face challenges as consumers simplify their choices.
By Peter Adams , Jessica Deyo , Sara Karlovitch • Jan. 18, 2023 -
Courtesy of Ketel One Family Made Vodka
Ketel One vodka embraces cocktail culture in new campaign
The Diageo brand showcases how it can elevate classic cocktails amid a consumer shift toward premium alcohol offerings.
By Jessica Deyo • Jan. 17, 2023 -
Retrieved from Molson Coors Beverage Company on January 17, 2023
Miller Lite, Coors Light make cases for Super Bowl spotlight
Molson Coors is playing up an internal rivalry as fans anticipate which brand will return after more than three decades locked out of the big game.
By Peter Adams • Jan. 17, 2023 -
Courtesy of Hollister
How Hollister and Forever 21 manage long-term creator relationships
Execs at NRF’s Big Show discussed creators’ growing influence, including through new standalone brands like Social Tourist, while acknowledging ongoing measurement challenges.
By Peter Adams • Jan. 17, 2023 -
Moyo Studio via Getty Images
Sponsored by EmarsysTrends, tests and technology: Giving power to the marketer in 2023
Joanna Milliken reveals what marketers must know in order to master a successful year.
By Joanna Milliken, CEO, Emarsys, an SAP company • Jan. 17, 2023
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