Brand Strategy: Page 56

  • A virtual Macy's Thanksgiving Parade balloon.
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    Courtesy of Macy's
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    Macy’s bets on the metaverse for Thanksgiving Day Parade

    The department store is giving fans the opportunity to vote on an NFT balloon that will be made into a real-life balloon for next year’s event.

    By • Nov. 23, 2022
  • LAKE BUENA VISTA, FL - JULY 09: A view of Mickey Mouse at the Walt Disney World theme park entrance on July 9, 2020 in Lake Buena Vista, Florida.
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    Octavio Jones / Stringer via Getty Images
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    Disney and Snapchat partner for AR lens ahead of latest ‘Avatar’ release

    The tie-up represents an expansion of an existing partnership that includes in-park experiences and CameraKit activations.

    By • Nov. 23, 2022
  • 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 zombie in a sweater with blond hair.
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    Courtesy of Maximum Effort
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    Back from the dead: 5 brands join forces to celebrate ‘The Walking Dead’ finale

    Maximum Effort helped coordinate the effort, which saw zombie-filled commercials from Autodesk, Deloitte, DoorDash, MNTN and Ring.

    By • Nov. 22, 2022
  • Frito-Lay and PepsiCo Beverages partner on “Share More Joy” campaign and debut their first national holiday commercial collaboration on Thanksgiving Day.
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    Courtesy of PepsiCo
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    PepsiCo bridges snacks and beverages for shared holiday ad

    The tie-up is the first time Frito-Lay and PepsiCo’s beverages division have collaborated on a national holiday commercial.

    By • Nov. 22, 2022
  • A car is parked next to a camping tent and several people.
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    Courtesy of Honda
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    Honda targets Asian Americans with CR-V ads in multiple languages

    With Mandarin, Vietnamese and Korean versions of its ad spot, the brand hopes to engage a quickly growing market of many different cultures. 

    By Aaron Baar • Nov. 22, 2022
  • Two golden Christmas tree balls on wood.
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    The image by Marco Verch is licensed under CC BY 2.0
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    The holiday clues in October retail sales

    Consumers will be relying on credit cards, their savings and heavy discounts in what is shaping up to be an uncertain season for retailers.

    By Daphne Howland • Nov. 21, 2022
  • A cartoon person dances with a pizza against a white background while holding a drink.
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    Courtesy of Diageo
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    Smirnoff promotes safe holiday drinking with animated ‘Drops of Advice’

    The vodka brand shares advice across entertaining animated shorts in an effort that ties into parent company Diageo’s social progress framework.

    By • Nov. 21, 2022
  • The cover of State Farm's first-ever CD, "Jazz Bath: The Bath Bomb Sessions."
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    Retrieved from State Farm on November 21, 2022
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    State Farm riffs off new brand character with jazz CD, hotline

    “Jazz Bath: The Bath Bomb Sessions,” plays off of an existing commercial starring saxophone-playing character Jeff and quarterback Patrick Mahomes.

    By Aaron Baar • Nov. 21, 2022
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    Courtesy of Oreo
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    Hitting rewind: 7 pieces of nostalgic marketing that helped consumers unplug

    Deepfakes of ‘80s action stars, Blockbuster activations and retro video games made donning rose-colored glasses easier in a challenging year.

    By • Nov. 21, 2022
  • Twitch's holiday livestream shopping event "Pog Picks" logo.
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    Courtesy of Twitch
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    Twitch bets on livestream shopping with expanded holiday programming

    While long-form live shopping contracts elsewhere, Twitch has added more Pog Picks shopping events and nearly tripled sponsorship revenue.

    By • Nov. 21, 2022
  • The "Cheetos Duster" novelty kitchenware product by Cheetos.
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    Courtesy of Frito-Lay
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    Cheetos partners with Amazon for novelty kitchen gadget

    Touted as the brand’s kitchenware entrance, the Cheetos Duster helps users grind up the snack in pursuit of its dust that can be used in recipes. 

    By Aaron Baar • Nov. 18, 2022
  • Lionel Messi, Neymar Jr. and Raheem Sterling stand together with a crowd of people behind them in the players tunnel.
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    Courtesy of Anheuser-Busch InBev
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    World Cup organizers reverse alcohol policy, throwing wrench in AB InBev’s plans

    FIFA said all sales on stadium perimeters are now banned, meaning some planned Budweiser activations “cannot move forward” just two days before kick-off.

    By • Nov. 18, 2022
  • The Claussen Halftime Show Set during 'Pickled.'
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    Courtesy of Kraft-Heinz
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    Claussen pickles sponsors star-studded pickleball match

    The Kraft-Heinz brand was an exclusive sponsor of “Pickled” on CBS as the marketing momentum behind pickleball continues.

    By • Nov. 18, 2022
  • Lexus "Never Lose Your Edge" campaign image featuring Preeti Desai.
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    Courtesy of Lexus
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    Column

    Campaign Trail: Why Lexus said no to the yellow brick road

    The luxury carmaker’s “Never Lose Your Edge” campaign pulls inspiration from “The Wizard of Oz” while urging consumers to challenge the status quo. 

    By • Nov. 18, 2022
  • The Backstreet Boys pose for a JCPenny Holiday photo.
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    Courtesy of JCPenny
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    JCPenney reimagines holiday variety shows for Facebook Live

    The “JCP Live Holiday Spectacular” feels a bit like a throwback to the holiday variety shows of the past.

    By Aaron Baar • Nov. 18, 2022
  • Lifestyle creators Sofia Bella @iamsofiabella (left) and Anna Sitar @annaxsitar (center), along with small business owner Brandon Blackwood @brandonblackwoodnyc (right).
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    Courtesy of American Express
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    American Express partners with TikTok for small business accelerator

    The tie-up arrives ahead of Small Business Saturday and includes an offer for a $100 TikTok advertising credit. 

    By Aaron Baar • Nov. 17, 2022
  • TxC at a DJ stand wearing red jackets.
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    Courtesy of Anheuser-Busch InBev
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    Budweiser rallies over 100 influencers for World Cup effort

    As part of the global campaign, influencers will appear in Lil Baby’s “The World is Yours to Take” music video while also generating individual content.

    By • Nov. 17, 2022
  • Allstate and Jordan Andino's holiday mocktails campaign images.
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    Courtesy of Allstate
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    Allstate sparks mocktail inspiration on Instagram in safe driving push

    The insurance company teamed up with TV personality Jordan Andino to launch Allstate Good Sips as demand for nonalcoholic beverages grows.

    By • Nov. 17, 2022
  • An illustration of the Coors Light nail polish on a hand holding a beer class.
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    Courtesy of Coors Light
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    Coors Light’s nail polish changes color at ideal beer-drinking temperature

    Chill Polish turns from slate gray to Coors Light Blue to mark a change in temperature and is available on the brand’s site in time for the holidays.

    By • Nov. 16, 2022
  • An Oh Henry advertisement in a racing game.
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    Courtesy of Frameplay
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    How Hershey found success with in-game advertising

    The marketer’s Oh Henry! brand used intrinsic ads in a variety of games and saw mobile ad recall increase by 15.9 points to twice the industry average.

    By • Nov. 15, 2022
  • David Beckham and Peyton Manning for Frito-Lay
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    Courtesy of Frito-Lay
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    Frito-Lay deepens World Cup strategy with age-old naming debate

    “Soccer or Football” sees NFL icon Peyton Manning and three-time FIFA World Cup player David Beckham go to extreme lengths to make their cases.

    By • Nov. 15, 2022
  • A paved road snakes through a forest of trees.
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    Getty Images via Getty Images
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    GroupM founds decarbonization coalition in latest sustainability play

    The initiative brings together nearly 20 leading advertisers that represent a collective $10 billion in advertising spend.

    By Aaron Baar • Nov. 14, 2022
  • A youthful and fun Caucasian couple in their 50's enjoy the recreational sport of Pickleball on a warm day in the Pacific Northwest.
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    RyanJLane via Getty Images
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    Horizon Media weds sports and experience expertise under new practice

    HS&E, which merges several shops under the media agency, will also have a metaverse focus as it tries to be at the “forefront of monetizing Web3.”

    By • Nov. 14, 2022
  • Lionel Messi wears a white Adidas jacket and stands before a crowd.
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    Courtesy of PepsiCo
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    Gatorade enlists Messi to design limited-edition bottle

    A new global World Cup campaign stars the athlete and showcases how he mentally and physically prepares for games. 

    By • Nov. 14, 2022
  • McDonald's 2022 FIFA World Cup campaign image featuring Kpop artist ITZY
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    Courtesy of McDonald's
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    McDonald’s draws on ‘Ted Lasso,’ silent TikTok star for World Cup push

    The franchise’s largest global campaign to date asks the question “Wanna go to McDonald’s?” in multiple languages. 

    By Aaron Baar • Nov. 14, 2022