Brand Strategy: Page 75

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    Hannibal Hanschke / Stringer via Getty Images
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    Ad industry's response to Russia: The story so far

    All six major ad holding groups have started winding down operations, while consumer brands are grappling with tough questions around ethics as they weigh similar options.

    By • March 21, 2022
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    Daphne Howland/Marketing Dive
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    Inside Macy's plan to scale its budding retail media business

    Enriching formats like landing pages is taking priority as the department store chain aims to launch a self-service marketplace in the second half of 2022.

    By • March 21, 2022
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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
  • Instacart reaches out to retail partners in fresh rebrand
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    Courtesy of Instacart
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    Instacart's rebrand reflects speedy evolution of grocery delivery

    Alongside a modernized look, Instacart is placing a greater emphasis on retail partnerships, with fresh creative calling attention to brands like CVS and Publix.

    By • March 21, 2022
  • Coors Light March Madness lollipops
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    Courtesy of Coors Light
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    Coors Light calms March Madness stress with beer-flavored lollipop

    As the annual basketball tournament heats up, the Molson Coors brew wants to help ease fan tensions with nonalcoholic candies.

    By • March 21, 2022
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    Chouette, Laura. (2021). Retrieved from Unsplash.
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    Opinion

    The year of media mix diversification is here

    If 2020 marked unprecedented change and 2021 pushed brands to become more agile to survive, 2022 is the year of turning that resilience into undeniable strength, writes January Digital's Tierney Wilson.

    By Tierney Wilson • March 21, 2022
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    Permission granted by ADM
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    What brands can do as inflation adds to consumer woes

    For brands looking to engage consumers amid another disruption, the key will be reducing risks, not just increasing value, according to Kantar.

    By • March 21, 2022
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    Permission granted by ChangeUp
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    Sponsored by ChangeUp

    How brands succeed in a Zero Horizon world

    What is a Zero Horizon world? How does it impact the future of business and drive consumer behavior?

    By Bill Chidley, Executive Director of Strategy at ChangeUp • March 21, 2022
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    Courtesy of Honda
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    Honda tunes up Twitch strategy beyond gaming with DreamLab

    The lifestyle-focused page hosts weekly content like DJ competitions and pop culture discussions in the race to win over younger drivers.

    By • March 18, 2022
  • Heineken serves up virtual brew in new metaverse space
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    Courtesy of Heineken
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    Heineken parodies metaverse with virtual brew

    Developed with Publicis Italy and Le Pub, the activation leans into metaverse hype and boasts "no calories, no hidden ingredients, and no beer."

    By • March 18, 2022
  • Ally and DC team up to increase diverse storytelling in comic industry
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    Courtesy of DC Comics
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    Ally and DC leverage AR at SXSW to boost diverse storytelling in comics

    As comic books see a resurgence, the financial services company seeks to ingrain itself into pop culture with a tech-driven activation and broader effort.

    By • March 17, 2022
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    Courtesy of Macy's
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    To further its turnaround, Macy's unveils new Own Your Style brand platform

    The online platform will feature a curated fashion hub while associates will serve as microinfluencers, advising customers via social media.

    By Daphne Howland • March 17, 2022
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    Courtesy of NBCUniversal
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    M&M's, T-Mobile, Wells Fargo integrate with NBC's 'American Song Contest'

    The partnerships are NBCU's latest attempt to flex its suite of ad offerings following last month's simultaneous Super Bowl-Winter Olympics push.

    By • March 17, 2022
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    Courtesy of Tanqueray
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    Tanqueray serves up 'T-time' partnership with Netflix hit 'Bridgerton'

    The deal between the Diageo gin brand and streaming giant aims to connect with millennial women ahead of the series' second season.

    By • March 17, 2022
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    Anastasia Vlasova via Getty Images
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    Publicis joins agency exit from Russia, passing control to local management

    The change in ownership includes a "clear contractual condition" to try and ensure employees in the region have a future with the group.

    By • March 16, 2022
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    Courtesy of Discovery, Inc.
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    How a combined HBO Max and Discovery+ will change the AVOD landscape

    As Disney+ prepares to open its platform to ads, Warner Bros. Discovery's new offering will become one of the bigger players in the growing OTT market.

    By • March 16, 2022
  • Patagonia and Dogfish Head cracks open environmentally charged partnership
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    Courtesy of Dogfish Head Brewery
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    Patagonia, Dogfish Head crack open environmentally minded brew

    The brands introduced a new pilsner made out of sustainable grain to target millennial sensibilities.

    By • March 16, 2022
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    Leon Neal / Staff via Getty Images
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    Deep Dive

    Brands face another test as emotions run high around Ukraine war

    There's clear consumer demand to cut ties with Russia, presenting a moral quandary for companies wanting to support employees or provide vital products.

    By • March 16, 2022
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    Andreas Rentz via Getty Images
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    IPG pulls out of Russia after weighing 'moral dilemma' around staff

    In a note, CEO Philippe Krakowsky said abandoning its 200 employees in the region was a route the group hoped to avoid. 

    By • March 15, 2022
  • As Peroni looks for foothold in America, the brand targets the millennial consumer
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    Courtesy of Molson Coors
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    Peroni appeals to millennials' wanderlust as it looks for US foothold

    As the imported beer market grows, the Italian brand is betting on millennials to help it build on recent momentum.

    By • March 15, 2022
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    Courtesy of Walmart
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    IPG's Momentum to track environmental impact as experiential bounces back

    Implementing a new tool called Trace with industry action group Isla, the agency hopes to halve its carbon footprint by 2030.

    By • March 14, 2022
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    Courtesy of Spotify Media Kit
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    How podcasts are helping brands meet DEI commitments

    Multicultural podcast agency Pod Digital Media recently inked an eight-figure deal with McDonald's as the brand invests in diverse media.

    By • March 14, 2022
  • Father and daughter shopping at grocery store.
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    Portra via Getty Images
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    Opinion

    4 ways CPG marketers can move from 'liquid in a bottle' to service-led approach

    Understanding how marketing is shifting will help brands stay relevant in an evolving world, writes James Lancaster of Reckitt.

    By James Lancaster • March 14, 2022
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    Courtesy of General Mills
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    General Mills suspends marketing in Russia, a small piece of its business

    The company doesn't wholly own any operations in the region, but marketers viewed as dragging their feet in response to the crisis have faced intense consumer pressure.

    By • March 14, 2022
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    Courtesy of Edgewell Personal Care
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    Schick ditches the script for rebrand targeted at everyday men

    Black-and-white videos profile real people sharing what facial hair means to them, while the marketer is refreshing its logo, website and packaging.

    By • March 11, 2022
  • Miller Lite elevates minority voices in esports via renewed Complexity Gaming partnership
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    Courtesy of Miller Lite
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    Miller Lite elevates minority voices in esports via renewed Complexity Gaming partnership

    As the esports industry grows, the beer brand deepens its partnership with an established esports team.

    By • March 11, 2022