Brand Strategy: Page 72

  • Peloton's new brand platform
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    Courtesy of Peloton
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    Peloton races to revitalize brand with help from star instructors

    A refresh campaign places the fitness company’s talent in cinematic scenarios, while Wall Street remains unimpressed by larger turnaround efforts.

    By • May 9, 2022
  • Coors Light wants to chill your roof this summer with innovative new billboard
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    Courtesy of Molson Coors
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    Coors Light wants to chill rooftops this summer with novel billboards

    As part of its focus on the environment, the beer marketer is cooling off Miami roofs with billboards painted in reflective white paint.

    By • May 9, 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
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    Courtesy of Taco Bell
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    Taco Bell asks diners to swap out mundane meals via TikTok dance challenge

    "Taco Swap" builds on an effort that helped to drive the highest sales week in the chain's history and represents another bid to be closer to youth culture.

    By • May 9, 2022
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    Courtesy of The Absolut Company
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    Column

    Campaign Trail: Malibu drinkers can 'do whatever tastes good' in a hyperreal world

    The Pernod Ricard brand teamed with Wieden+Kennedy for a neon-drenched spot that looks to make the summer mindset permanent.

    By • May 6, 2022
  • Person holds phone in Starbucks store
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    Retrieved from Starbucks on May 04, 2022
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    Starbucks builds out 'third place' with foray into NFTs

    As a means to build a community around coffee, the chain will link the upcoming digital tokens to exclusive content and perks.

    By • May 5, 2022
  • Xbox looks to app monetization with new stories feature
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    Courtesy of Xbox
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    Xbox levels up mobile app through stories feature

    Following Microsoft's announcement that it may bring ads to its gaming platform, Xbox is taking a TikTok-like approach to user content. 

    By • May 5, 2022
  • Celebrity co-founders of Thomas Ashbourne Craft Spirits
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    Courtesy of Thomas Ashbourne Craft Spirits
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    Celebrity-created RTD cocktails hit shelves with new Thomas Ashbourne brand

    The line, which features drinks designed by Sarah Jessica Parker and John Cena, among others, mixes trendy high-end spirits and entertainment icons.

    By Megan Poinski • May 5, 2022
  • Adidas expands futuristic Ozworld shoe collection
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    Courtesy of Adidas Originals
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    WPP partners with Epic Games to boost metaverse offering

    A training program seeks to upskill agency talent on how to better create brand experiences in Fortnite and with Unreal Engine.

    By • May 5, 2022
  • High angle view of a tennis racket on a clay court near baseline
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    Vuk Saric via Getty Images
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    Michelob Ultra serves up hybrid McEnroe vs. McEnroe tennis match

    The match highlights the career of John McEnroe as he plays against virtual versions of himself and finds joy in the journey.

    By • May 4, 2022
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    Courtesy of Taco Bell
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    Taco Bell teams with Lil Nas X to help solve global challenges

    Young consumers can submit ideas for how to tackle society's most pressing issues for a chance to receive mentorship, funding and a trip to the chain's headquarters.

    By • May 4, 2022
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    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images 

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    Deep Dive

    How Coke and Pepsi's rivalry shaped marketing — and where it goes next

    As the most enduring consumer brand rivalry enters a new phase in the metaverse, tall orders around sustainability may demand cooperation over competition.

    By • May 3, 2022
  • David Droga speaks onstage at the Fast Company Founders panel on the Times Center Stage during 2016 Advertising Week New York on September 27, 2016 in New York City.
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    John Lamparski via Getty Images
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    Accenture rebrands marketing services group to focus on unity

    Almost all of the 40-plus agencies the division has acquired will operate under the Accenture Song banner as services expand into areas like the metaverse.

    By • May 2, 2022
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    Courtesy of Sweetgreen
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    Sweetgreen's ambassador team adds NBA's Devin Booker with TikTok-inspired spot

    A celebrity-backed "Create Your Own" campaign looks to boost the chain's digital orders, which made up 65% of sales last quarter.

    By • May 2, 2022
  • Burger King gets a fresh look
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    Courtesy of Burger King
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    Burger King taps new agencies after year of marketing tumult

    Among other appointments, independent shop OKRP replaces WPP's David as the burger chain's creative agency in a bid for greater cultural relevancy. 

    By • April 29, 2022
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    Courtesy of Panera
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    Panera partners with T-Pain and Ntwrk to promote chicken sandwich

    The rapper will host a day of merchandise drops on the shopping app, including a line of items branded with Panera’s logo and images of its chicken sandwich.

    By • April 28, 2022
  • Budweiser and Bud Light cans
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    Thai Phi Le/Marketing Dive
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    Budweiser seeks millennial attention with new creator-focused campaign

    As the brewer seeks to gain younger drinkers, it enlists the help of Grammy award-winning rapper Anderson.Paak.

    By • April 28, 2022
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    Courtesy of McDonald’s USA
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    McDonald's spotlights Latino film talent to boost industry representation

    In partnership with "Encanto" star Stephanie Beatriz, the chain will give the winner of a short film contest a chance to work on initiatives and campaigns.

    By • April 28, 2022
  • AB InBev honors Ukrainian beer with limited release
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    Courtesy of Anheuser-Busch
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    AB InBev generates donations for Ukraine with limited-release beer

    The brewing giant is releasing Chernigivske, based on a Ukrainian beer, in New York, Los Angeles, Chicago and elsewhere starting next month.

    By • April 27, 2022
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    Courtesy of Kentucky Fried Chicken
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    KFC preps chicken bouquets alongside new 'Finger Lickin' Good' creative

    Eyeing younger audiences, the Mother's Day promotion follows its first campaign under new AOR MullenLowe.

    By • April 27, 2022
  • Malibu calls for eternal summer with new campaign
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    Courtesy of Pernod Ricard
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    Malibu calls for eternal summer with new campaign

    The social-heavy push attempts to extend the drink's popularity beyond the summer months and build on recent growth.

    By • April 26, 2022
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    Courtesy of Nike
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    Q&A

    What marketers should consider when it comes to metaverse brand safety

    As the metaverse becomes a bigger part of strategy, marketers should be aware of the risks of emerging platforms, according to the Oasis Consortium's Tiffany Xingyu Wang.

    By • April 26, 2022
  • Taco Bell drag brunch
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    Courtesy of Taco Bell
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    Taco Bell takes drag brunch on tour at Cantina locations

    The experiential concept came from Live Más Pride, an LGBT employee resource group, and caters to the brand's most loyal rewards members.

    By • April 25, 2022
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    Mario Tama via Getty Images
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    Unilever tightens restrictions on food marketing targeted at kids

    A more stringent policy recognizes the power of social media and influencers, with the Ben & Jerry's marketer pledging it won't message to those under 16.

    By • April 21, 2022
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    Courtesy of PepsiCo
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    Mtn Dew goes to Hell to promote Flamin' Hot flavor

    The PepsiCo marketer will celebrate the return of the spicy-sweet soda at a free event in Hell, Michigan, that features DJ Pauly D and Action Bronson.

    By • April 21, 2022
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    Hispanolistic via Getty Images
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    Opinion

    How narratives will help reshape modern brand marketing

    A narrative-driven brand positioning is one reason for Tesla's success and can be used by other marketers to better connect to a company's strategy, writes Boathouse's John Connors.

    By John Connors • April 21, 2022