Brand Strategy: Page 61

  • A low-angle shot of the Salesforce logo as seen on the Salesforce Tower in San Francisco, California.
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    Stephen Lam via Getty Images
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    IPG strengthens Salesforce know-how with RafterOne acquisition

    The cloud-based technology provider has become a “priority platform” for clients investing in the digital economy, IPG’s CEO said.

    By • Oct. 3, 2022
  • Pete Davidson for Taco Bell
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    Courtesy of Taco Bell
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    Pete Davidson pairs new Taco Bell breakfast item with an apology

    The Breakfast Crunchwrap reflects an effort by the QSR to reach consumers looking for comfort and familiarity in the morning.

    By • Oct. 3, 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
  • Multicultural group of young friends bonding outdoors
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    Diamond Dogs via Getty Images
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    How Gen Z breaks marketing’s cultural mold

    In new research, Horizon Media found the group no longer believes in mainstream pop culture, pushing the industry in a new direction. 

    By Aaron Baar • Oct. 3, 2022
  • Smiling woman with children using tablet
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    Fizkes/stock.adobe.com

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    Sponsored by Vericast

    “Ho, Ho, Ho!” or “Ho-hum”: How will consumers greet Holiday 2022?

    How will people greet Holiday 2022? Research offers insight into holiday plans and priorities.

    Oct. 3, 2022
  • A horse avatar with wings fly's over a Roblox activation.
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    Courtesy of Hasbro
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    My Little Pony gallops into Roblox to promote Netflix series

    The Visit Maretime Bay game includes protocols to create a safe environment for kids, while a Tripadvisor tie-in could help engage parents.

    By • Sept. 30, 2022
  • NBA app
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    Courtesy of NBA
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    NBA takes a page from TikTok for app refresh

    Built with Microsoft, the app features a personalized “For You” page and vertical video and will be home to a plethora of exclusive game content. 

    By Aaron Baar • Sept. 29, 2022
  • A headshot of outgoing State Farm CMO Rand Harbert paired with a headshot of his replacement, Kristyn Cook.
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    Retrieved from State Farm on September 29, 2022
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    State Farm CMO who brought back the Jake spokes-character retires

    Following a 12-year run, Rand Harbert will be replaced by Kristyn Cook, who has focused on emergent media channels like TikTok and gaming.

    By • Sept. 29, 2022
  • TikTok star E.J. Marcus acting as "Toby" for Heinz' Tomato Blood promotion
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    Courtesy of Heinz
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    Heinz recruits vegetarian vampire for return of Tomato Blood ketchup

    The brand tapped popular TikTok creator E.J. Marcus to play Toby, the 280-year-old vampire influencer that believes “humans are people too.”

    By • Sept. 29, 2022
  • A pink biometric safe with the Starburst logo against a pink background surrounded by pink Starbursts.
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    Courtesy of Mars Wrigley
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    Starburst’s biometric safe is filled exclusively with coveted pink flavor

    The “un-sharable” safe has the brand leaning heavily into meme and internet culture, playing off of the viral “You are a pink Starburst” consumer mantra. 

    By • Sept. 29, 2022
  • Gaming chairs lined up with computers.
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    Smederevac via Getty Images
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    Mtn Dew fuels next generation of Black gamers with esports tournament

    The beverage brand is partnering with the HBCU Esports League to put on a Call of Duty tournament that will stream live on Twitch.

    By • Sept. 28, 2022
  • A person watches TV.
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    gorodenkoff via Getty Images
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    Opinion

    The realities of a unified CTV measurement tool may shock advertisers

    As advertisers increasingly pursue a unified, cross-platform measurement tool, questions remain around whether or not the concept is truly achievable.

    By Michele Madaris • Sept. 28, 2022
  • M&M's new character line-up
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    Courtesy of Mars
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    M&M’s introduces Purple candy mascot to celebrate acceptance, inclusivity

    The Mars brand extended its crew of characters for the first time in a decade as part of a controversial refresh that drove impressions and consumer sentiment.

    By • Sept. 28, 2022
  • Four McDonald's figurines designed by Cactus Plant Flea Market encircle a Happy Meal placed on a red table against a sky-blue backdrop.
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    Permission granted by McDonald's USA
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    McDonald’s repackages Happy Meals for adults with cult streetwear label

    Meant to invoke nostalgia, the menu bundles come with unique art and collectible figurines as the chain tries to align with pop culture tastemakers.

    By • Sept. 27, 2022
  • Person riding a Peloton bike
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    Courtesy of Peloton
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    Peloton’s head of marketing is latest exec to bow out

    Dara Treseder heads to software company Autodesk where her experience in transformation and digital marketing will be key in her new role as CMO.

    By • Sept. 27, 2022
  • A virtual Roblox space designed by Walmart shows a ferris wheel in the foreground a blimp flying against a blue sky in the background.
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    Retrieved from Walmart on September 26, 2022
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    Walmart aims to shift Gen Z perceptions with expansive Roblox play

    Interactive virtual spaces going live ahead of the holidays cater to different product interests, with a beauty and cosmetics section among the first.

    By • Sept. 26, 2022
  • Image from Sonic's "Mmm Sonic" campaign
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    Courtesy of Sonic
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    Why Sonic drove away from in-car commercials for its latest campaign

    CMO Lori Abou Habib explains the food-focused change and how the QSR has benefited from parent Inspire Brands' bespoke media unit within Publicis.

    By • Sept. 26, 2022
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    Christian Petersen via Getty Images
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    Apple Music to sponsor Super Bowl Halftime Show as services take spotlight

    The deal speaks to how business areas beyond the iPhone are becoming more important, with Apple reportedly also seeking an NFL streaming package.

    By • Sept. 23, 2022
  • A sandwich and jar of Kraft Mayo have been pixelated to hide the condiment
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    Courtesy of Kraft Heinz
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    Column

    Campaign Trail: Kraft wants mayo lovers to let their freak flags fly

    Kraft Heinz partnered with Wieden+Kennedy in its latest bid to be the "Mayo of Mayonnaise," celebrating the rituals some have with the divisive condiment.

    By • Sept. 23, 2022
  • Numerous tablets showing the interface of Drizly Ads
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    Courtesy of Drizly
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    Drizly offers another round of ad solutions for brands

    With the launch of Drizly Ads, the alcohol delivery service looks to expand an ad business that counts Diageo and Molson Coors among its clients.

    By • Sept. 23, 2022
  • Bottles of Clorox bleach on a supermarket shelf.
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    Justin Sullivan via Getty Images
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    Clorox wipes the slate clean in new brand platform

    “Start Clean,” spearheaded by agencies FCB Chicago, Optimum Media Direction and Ketchum, emphasizes the role cleanliness plays in wellbeing. 

    By • Sept. 23, 2022
  • The TikTok logo on a phone.
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    Drew Angerer/Getty Images via Getty Images
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    Duracell calls on tech geeks to energize new TikTok page

    A paid program will see self-proclaimed nerds collaborate in a workshop space on battery-powered products and life hack content. 

    By • Sept. 22, 2022
  • Dunkin's digital store
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    Permission granted by Dunkin'
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    Dunkin’ promotes architect behind next-gen push to CMO

    Jill McVicar Nelson, who’s been with Dunkin’ since 2011, has spearheaded several menu offerings targeted at the “next generation of guests.”

    By • Sept. 22, 2022
  • Hpnotiq metaverse activation signage
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    Courtesy of Hpnotiq
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    Hpnotiq liqueur appeals to Gen Z with blue-hued metaverse push

    Virtually hosted by rapper Guapdad 4000, #Hpnoverse includes an augmented reality camera, a scavenger hunt and 4,000 NFTs up for grabs.

    By • Sept. 22, 2022
  • A selection of Carl's Jr. and Hardee's food with new branding
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    Courtesy of CKE Restaurants Holdings, Inc.
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    Carl’s Jr., Hardee’s refresh brand identity with flavor as inspiration

    The changes will debut in an ad campaign and come months after parent company CKE announced plans for a $500 million brand transformation.

    By • Sept. 22, 2022
  • Several passengers in silhouette walk through a concourse at Ronald Reagan National Airport.
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    Drew Angerer via Getty Images
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    Tripadvisor pushes beyond banner ads with data-driven content studio

    San Diego Tourism Authority is the first external client for the shop that leverages the platform’s first-party insights to reach high-intent travelers.

    By • Sept. 21, 2022