Brand Strategy: Page 69

  • A big red sign says that Macy's is "the world's largest store."
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    Daphne Howland/Marketing Dive
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    Macy's takes July Fourth bonanza to Web3 with free NFT drop

    The collectibles are available via Macy’s new Discord channel, suggesting the brand wants to establish a stronger foothold in the popular chat app.

    By • June 22, 2022
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    Robin Marchant/Getty Images for NYCWFF via Getty Images
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    Q&A

    Why Heineken is ramping up investment in consumer experiences

    CMO Jonnie Cahill explained how the beer brand is partnering with Formula 1 and professional soccer as the value of in-person engagement grows.

    By • June 21, 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
  • Kellogg, cereal, Frosted Flakes
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    Tim Boyle via Getty Images
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    Kellogg splitting into 3 companies

    The division will allow each business to make decisions that are best tailored to each operation when it comes to innovating, marketing and M&A.

    By Megan Poinski , Christopher Doering • Updated June 21, 2022
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    Courtesy of Hasbro
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    Nerf's first mascot Murph draws Gritty comparisons, sparks Twitter debate

    The amorphous being coated in thousands of toy darts made a splash over the weekend, kicking off the larger “Unleash the Play in You” platform.

    By • June 21, 2022
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    Courtesy of Wendy's
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    Wendy's streamlines national-to-local social advertising with Tiger Pistol

    The QSR chain has teamed with the largest third-party publisher of collaborative social ads to transform its local ad strategy.

    By • June 21, 2022
  • Concerned Young Woman Checking Bills In Kitchen After Grocery Shopping
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    Prostock-Studio/istockphoto.com

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    Sponsored by Vericast

    Marketing advice for inflationary times

    Three marketing strategies tailor-made for staying top-of-mind during inflationary times.

    June 21, 2022
  • A can of Bud Light
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    Jason Kempin/Getty Images for Bud Light via Getty Images
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    AB InBev ends 33-year Super Bowl alcohol ad monopoly

    While the brewer remains a league sponsor, it will no longer have exclusive rights to the big game, opening an opportunity for rivals like Molson Coors.  

    By • June 17, 2022
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    Courtesy of Walmart
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    Walmart, Roku partner to evolve shoppable streaming ads 'beyond the QR code'

    The retailer is the exclusive partner on a new feature that allows people to purchase products with a few taps of their remote.

    By • June 17, 2022
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    Courtesy of Liquid Death
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    Column

    Campaign Trail: Liquid Death pranks taste testers with pricey — but disgusting — beverages

    The edgy brand blindfolded real people and had them compare flavored water to high-priced liquids like squid ink and lobster Béarnaise sauce.

    By • June 17, 2022
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    Courtesy of Lexus
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    Lexus brings marketing to 'Next Level' on Twitch

    As the Twitch audience expands, the luxury car brand exceeded engagement goals for its first game show on the livestreaming platform.

    By • June 16, 2022
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    Courtesy of Frito-Lay North America
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    Ruffles teams with NBA star Jayson Tatum for sneaker collaboration

    The chip brand puts itself at the intersection of basketball and sneaker culture as Tatum’s Boston Celtics square off at the NBA Championship.

    By • June 16, 2022
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    Courtesy of Stella Artois
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    Stella Artois sets sights on dinnertime as work-life divide remains blurred

    Acknowledging how working from home has altered the dining experience, the Anheuser-Busch beer linked with Instacart to help consumers prepare meals.

    By • June 16, 2022
  • A man checks his phone in an Apple retail store in Grand Central Terminal in New York City.
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    Drew Angerer/Getty via Getty Images
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    Kantar: Apple on track to hit $1T brand valuation while Amazon falls

    The firm’s latest BrandZ rankings emphasize strong brand affinity could be more important than ever amid inflationary woes.

    By • June 16, 2022
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    Courtesy of Victoria's Secret
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    Victoria's Secret's Happy Nation brand launches Roblox hub

    The digital-only tween brand launched in April with plans to enter the metaverse — a first for Victoria's Secret.

    By Tatiana Walk-Morris • June 15, 2022
  • Female professional giving a high five to her colleague in conference room. Group of colleagues celebrating success in a meeting..
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    Jacob Lund/Getty via Getty Images
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    Consumers are looking for humor but brands aren't delivering, survey says

    Nearly half of consumers haven’t felt true happiness in two years, and many are looking to brands to deliver joy through ads and experiences, Oracle found.

    By • June 15, 2022
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    Courtesy of Axe
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    Axe enlists popular Fortnite streamer to design in-game 'Mistaverse'

    Social listening insights showed fans frequently compare a power-up item with the Unilever brand’s products, inspiring a custom island.

    By • June 15, 2022
  • Chobani oatmilk race track
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    Courtesy of Chobani
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    Chobani launches intergalactic oat milk race on Roblox

    The brand is promoting its line of oat milk products with a metaverse race benefiting Hunger Free America.

    By • June 14, 2022
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    Courtesy of Garnier
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    L'Oréal's Garnier doubles down on esports with Team Vitality

    The partnership demonstrates how brands from verticals not usually associated with esports are getting in on the action to engage younger consumers.

    By • June 14, 2022
  • Several people in medieval attire surround a knight on a horse.
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    Anheuser-Busch

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    Bud Light, Wieden + Kennedy part ways as beer marketer puts creative under review

    The shop behind iconic campaigns like the viral “Dilly Dilly” effort declined to participate in the process, teeing up a fresh chapter for Bud Light’s marketing.

    By • June 13, 2022
  • A grouping of Fieldtrip skincare products in white containers with colorful labels, all on a cream-colored background.
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    Courtesy of Fieldtrip
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    Edgewell debuts Gen Z-focused skincare brand, Fieldtrip

    The cohort's preference for brands that are socially responsible and sustainable inspired a launch that takes a page out of the DTC playbook.

    By Cara Salpini • June 13, 2022
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    Courtesy of Sour Patch Kids
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    Sour Patch Kids taps Twitch streamers for flavor competition

    Each creator will host a livestream and debut custom packaging that bears their likeness as part of efforts to engage with gamers.

    By • June 13, 2022
  • Mother and three kids hiking in forest. Family is walking on a dirt path in the forest.
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    Imgorthand via Getty Images
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    Sponsored by Niantic

    As consumers head back outdoors, brands embrace AR and immersive experiences

    A trend is emerging among consumers: a renewed appreciation for being outside.

    June 13, 2022
  • Bourbon planters
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    Courtesy of Diageo
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    Diageo's Bulleit plants environmental change at Tribeca Festival

    Hand-painted bourbon barrel planters, along with a limited-run vinyl of music performances, will be available for sale after the festival.

    By • June 10, 2022
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    Courtesy of Timberland
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    Timberland brings boot innovation to the metaverse with Fortnite island

    The custom space features a virtual iteration of its real-world design lab and varied biomes for visitors to explore wearing experimental “Metaboots.”

    By • June 10, 2022
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    Courtesy of Twitter
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    Twitter tests product drop alerts with Home Depot, Dior and others

    The shopping feature notifies consumers when brands offer merchandise for a limited time, part of the platform’s growing social commerce push. 

    By • June 9, 2022