Brand Strategy: Page 59

  • A trio of drag stars dressed as witches hold a stacked sandwich over a kitchen table for a new Dietz & Watson Halloween campaign.
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    Permission granted by Dietz & Watson
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    Column

    Campaign Trail: Dietz & Watson summons ‘SandWitch Sisters’ in riff on Halloween classic

    Drag queens bring a trio referencing “Hocus Pocus” to life for the brand’s largest paid TikTok effort to date and latest collaboration with agency RTO+P.

    By • Oct. 21, 2022
  • A bottle of Captain Morgan Rum sits on a table with a red video game controller as two people hang out.
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    Courtesy of Diageo
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    Captain Morgan adds some spice to its ads

    A new brand platform positions “spice” as an element of fun, including with a spot that debuted on the NFL Network which depicts fans of rival teams.

    By Aaron Baar • Oct. 20, 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
  • Best Buy announces earlier Black Friday.
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    Courtesy of Best Buy
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    Leveling up success: Inside Best Buy’s efforts to reform a long-standing campaign

    At Advertising Week, executives discussed how taking a more inclusive approach to an annual esports program resulted in higher completion and viewing rates. 

    By • Oct. 20, 2022
  • Actors Kate McKinnon and Dan Levy for Tostitos' “For the Love of Chips and Dip” campaign last year.
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    Courtesy of Frito-Lay
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    More than a crunch: How a 1.5 second tune changed the Tostitos brand

    The Frito-Lay brand revealed at Advertising Week that its recent introduction of a sonic identity upped brand recall by 38%.

    By • Oct. 20, 2022
  • Three limited-edition Pepsi Soda Shop cans lined up on a diner table.
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    Retrieved from PepsiCo Beverages North America on October 18, 2022
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    Pepsi CMO on state of media fragmentation: ‘A double-edged sword’

    At Advertising Week, Todd Kaplan discussed the overvaluation of paid media and his view of emergent channels like the metaverse, calling it a “fat word.”

    By • Oct. 19, 2022
  • A group of young people as part of American Eagle's 2022 back-to-school campaign
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    Courtesy of American Eagle
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    American Eagle CMO says now’s the time for marketers to take risks

    At Advertising Week, the exec cited evidence that stepping outside the box has reaped major benefits, like becoming Roblox’s second most visited virtual brand.

    By • Oct. 19, 2022
  • Three cheerful female friends communicating and having fun in a pub during the night out. Focus is on woman in the middle.
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    skynesher via Getty Images
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    How AB InBev evolves inclusive marketing from good intentions to long-term strategy

    Industry research discussed at Advertising Week found that ads scoring higher on a gender-equality index led to 24% higher short-term purchase intent.

    By • Oct. 19, 2022
  • A person smiles at smart phone being held up on a tripod.
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    Courtesy of Walmart
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    Walmart launches beta version of content creator platform

    The retailer is strengthening its reach into social commerce by allowing creators to set up affiliate links and access performance data.

    By Dani James • Oct. 18, 2022
  • Water brand Liquid Death turns haters' comments into album
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    Courtesy of Liquid Death
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    Why Liquid Death doesn’t chase viral social media trends

    An Advertising Week panel featuring Liquid Death, Xbox and Hot Pocket showcased how each takes a different approach to chasing virality.

    By • Oct. 18, 2022
  • Two characters from Stranger Things as part of a Domino's partnership
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    Courtesy of Domino's
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    Inside Domino’s recipe for success with ‘Stranger Things’ fanatics

    At Advertising Week, executives laid out how a campaign centered on a “mind ordering” app paid off despite an average response from a general audience.

    By • Oct. 18, 2022
  • Heineken serves up virtual brew in new metaverse space
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    Courtesy of Heineken
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    How to leverage sports communities for brand engagement

    As the fan experience becomes a focus, a Heineken exec discussed the role of players and subcultures during an Advertising Week panel. 

    By • Oct. 17, 2022
  • Diverse teenage students using digital smart phones mobile at college campus.
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    Kar Tr via Getty Images
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    Gen Z in 2022: How to meet the cohort where they are

    Gen Z’s preferences evolve quickly. Here’s how to connect with this tough-to-reach demographic across CTV, the metaverse, esports and social media.

    By • Oct. 17, 2022
  • Crowds of people walking through a busy crosswalk at the intersection of 23rd Street and Fifth Avenue in Midtown Manhattan, New York City..
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    deberarr via Getty Images
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    What to expect at Advertising Week: More meeting space and metaverse buzz aplenty

    Organizers hope to deliver a tighter balance between networking and programming as marketers seek tactical takeaways in a tough economy.

    By • Oct. 17, 2022
  • Ritz crackers "Our Holidays" campaign cookbook cover
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    Courtesy of Ritz
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    Ritz holiday campaign celebrates diverse cultural traditions

    “Our Holidays” features a 15-second spot, video content series and cookbook highlighting the foods and traditions of various cultures. 

    By Aaron Baar • Oct. 17, 2022
  • A person in a coat rides a bicycle holding a red DoorDash bag.
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    Michael M. Santiago/Getty Images via Getty Images
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    DoorDash expands self-service ad tools for CPG brands

    PepsiCo and Clorox are embracing the platform’s ad push to support goals like building out their in-house ad platforms and acquiring new customers. 

    By • Oct. 17, 2022
  • Invisalign's Roblox Livetopia storefront
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    Courtesy of Invisalign
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    Invisalign’s Roblox activation sees over 2 million users

    The company’s head of marketing shares what was considered when creating the virtual world and what he’s learned since its launch.

    By Aaron Baar • Oct. 17, 2022
  • Four people sit on a blue couch sharing food.
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    Courtesy of Tyson
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    Tyson’s Twitch series pairs Friday night gaming with chicken

    “Chicken and a Video Game” features professional athletes eating chicken and playing video games.

    By Aaron Baar • Oct. 14, 2022
  • A woman stares off into the distance.
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    Courtesy of Toyota
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    Toyota shifts advertising into a new gear with expansive campaign

    “Never Settle” puts stories in the foreground, a change from the brand’s traditionally car-centered marketing.

    By • Oct. 14, 2022
  • The Netflix logo on a black background beside a similar logo for YouTube
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    Pascal Le Segretain via Getty Images
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    Netflix’s ad tier is barebones at launch, but cheaper than Disney’s for viewers

    Now confirmed to launch in early November, the service includes partnerships with DoubleVerify, Integral Ad Science and Nielsen and is “nearly sold out” of inventory.

    By • Oct. 13, 2022
  • Three people socializing over their phones.
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    Anchiy via Getty Images
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    Bumble recreates “Ted Lasso” fictitious dating app

    The tie-up focuses on personality-first matches and offers a free two-month trial to Apple TV+.

    By Aaron Baar • Oct. 13, 2022
  • A bottle of whiskey sits on a cask next to a plate of steak.
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    Courtesy of Diageo
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    Diageo’s Lagavulin sends Nick Offerman on a dangerous mission

    The “Parks and Recreation” star “almost died 50 times,” but it proved to be worth it when he got his hands on the new single malt scotch whisky.

    By • Oct. 13, 2022
  • Person laying in a bed scrolling on their phone.
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    martin-dm via Getty Images
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    Caught in the funnel: How to make social media Gen Z’s one-stop-shop

    Platforms are increasingly placing bets on social commerce, but marketers first need a trusted connection with Gen Z to earn their dollars.

    By • Oct. 13, 2022
  • An image showing a hang raising a cup of Starbucks iced coffee with a Delta aircraft in soft-focus in the background.
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    Courtesy of Starbucks
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    Starbucks, Delta link rewards programs

    Starbucks customers can now earn Delta Skymiles by buying coffee and double points on purchases made on days they travel with Delta. 

    By Aneurin Canham-Clyne • Oct. 13, 2022
  • TikTok app
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    Drew Angerer / Staff via Getty Images
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    TikTok hints at US product fulfillment centers — here’s what it means for marketers

    If the ByteDance-owned app can successfully restrict the entire customer journey to its platform, it may be time for marketers to embrace social commerce.

    By • Oct. 13, 2022
  • Burger King's new Ghost Pepper Whopper floating against a smoky black background and under large white-and-orange text that reads "Ghost Pepper Whopper."
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    Retrieved from Business Wire on October 11, 2022
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    Burger King caters to paranormal sleuths with in-app ghost detector

    A promotion rewards loyalty members who try out the tool with an exclusive offer for a Halloween-themed Ghost Pepper Whopper. 

    By • Oct. 12, 2022