Brand Strategy: Page 79

  • Image attribution tooltip
    Courtesy of Dove
    Image attribution tooltip

    Dove highlights hair discrimination in latest purpose-driven effort

    A short film comes on the heels of a reorganization of parent company Unilever that arrived amid mounting investor criticism about the marketer's priorities.

    By Nina Lentini • Jan. 27, 2022
  • Image attribution tooltip
    Vadym Pastukh via Getty Images
    Image attribution tooltip
    Opinion

    Why 2022 shouldn't be '2020, too' for the events industry

    The year ahead offers event marketers a chance to flex the muscle they've built for finding creative solutions to unforeseeable obstacles, writes Media.Monks' Rachel Polin.

    By Rachel Polin • Jan. 27, 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➔
    Image attribution tooltip
    FreshSplash via Getty Images
    Image attribution tooltip
    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
  • Image attribution tooltip
    Courtesy of Hugo Boss
    Image attribution tooltip

    Hugo Boss shifts gears with major rebranding

    In comeback mode, the company unveiled logo updates and celebrity marketing campaigns aimed at younger consumers.

    By Daphne Howland • Jan. 27, 2022
  • Image attribution tooltip
    Courtesy of Mars, Incorporated
    Image attribution tooltip

    M&M's celebrates iconic albums in packaging play following controversial rebrand

    Artists recognized range from David Bowie to Rosalía in a bid to represent fan bases of different cultural backgrounds and generations. 

    By • Jan. 26, 2022
  • M&M's character roster retrieved by Marketing Dive on Jan. 19, 2022
    Image attribution tooltip
    Permission granted by M&M's
    Image attribution tooltip

    What a raft of CPG rebrands portend for marketer priorities in 2022

    M&M's, Anheuser-Busch and Coca-Cola refreshes serve as a reminder that marketers can connect purpose to brand identity — if it's authentic.

    By • Jan. 26, 2022
  • Unilever flag
    Image attribution tooltip
    Retrieved from Unilever on November 17, 2020
    Image attribution tooltip

    Unilever realigns focus on product categories amid claims it's lost its way

    The CPG giant changed its structure following withering criticism of its progressive bent and a botched takeover bid for GSK's consumer health unit.

    By • Jan. 25, 2022
  • Image attribution tooltip
    Courtesy of Groupon
    Image attribution tooltip

    Groupon invites fans to Gronk's house for Super Bowl party

    Promoted with an ad on YouTube, Groupon's experiential activation highlights the type of experiences offered on its marketplace.

    By Nina Lentini and Chris Kelly • Jan. 25, 2022
  • An image of a Miller Lite can in an animated format.
    Image attribution tooltip
    Courtesy of Miller Lite
    Image attribution tooltip

    Miller Lite skirts Super Bowl ad block with metaverse bar

    The Meta Lite Bar will open its virtual doors in Decentraland on Feb. 7, giving patrons the chance to win $500 in cash — not cryptocurrency.

    By • Updated Feb. 2, 2022
  • Person with finger on a phone perusing consumer goods
    Image attribution tooltip
    oatawa via Getty Images
    Image attribution tooltip
    Deep Dive

    Can retailers grab more CPG ad dollars without repeating digital media’s mistakes?

    While firmly in a boom time — U.S. spending on retail media doubled between 2020-21 — the category contends with saturation and bumpy transitions.

    By • Jan. 25, 2022
  • Image attribution tooltip
    Courtesy of Patron Tequila
    Image attribution tooltip

    Patrón turns to a DTC spirits marketplace to release its first NFT

    BlockBar.com users who purchase the NFT from Patrón can either sell it or redeem it for a bottle of Chairman's Reserve, which is limited to 150 bottles.

    By • Jan. 24, 2022
  • Image attribution tooltip
    Courtesy of Acura
    Image attribution tooltip

    Acura's racing anime series aims to draw young premium drivers

    "Chiaki's Journey" spans four episodes that appear on YouTube and partner platforms such as Crunchyroll, a dedicated anime streamer.  

    By • Jan. 21, 2022
  • Image attribution tooltip
    Courtesy of PepsiCo
    Image attribution tooltip

    Pepsi gathers Super Bowl Halftime Show all-stars in cinematic trailer

    A multiweek media push shows the brand throwing a spotlight on an impressive range of talent, including through tie-ins to its new mobile app.

    By • Jan. 20, 2022
  • Image attribution tooltip
    Courtesy of Mars, Incorporated
    Image attribution tooltip

    M&M's updates branding — including mascots — to put inclusivity front and center

    In partnership with BBDO New York, the marketer will foreground messages of unity and welcoming while preserving the brand's "jester wit and humor."

    By • Jan. 20, 2022
  • Boy looking at mother using digital tablet. Woman sitting with son at table in kitchen. She is working from home.
    Image attribution tooltip
    Morsa Images via Getty Images
    Image attribution tooltip
    Opinion

    Top trends that will shape media strategy in 2022

    Marketers must be ready to shift alongside evolving consumer habits, tech and economics, writes Merkle's Jennifer Mandeville.

    By Jennifer Mandeville • Jan. 20, 2022
  • Image attribution tooltip
    Courtesy of The Coca-Cola Company
    Image attribution tooltip

    Coca-Cola refreshes can designs to highlight flavor portfolio

    The brand hopes to modernize and simplify the look of its packaging to help consumers distinguish between a growing range of Coke products.

    By • Jan. 20, 2022
  • Image attribution tooltip
    Courtesy of Kraft Heinz
    Image attribution tooltip

    Oscar Mayer's 'bologna-inspired' face masks poke fun at self-care

    Closely resembling deli meat, the product is meant to evoke childhood memories of playing with food while offering actual skincare benefits. 

    By • Jan. 19, 2022
  • Image attribution tooltip
    Courtesy of Anheuser-Busch
    Image attribution tooltip

    Anheuser-Busch updates logo to match forward-looking brand purpose

    The refreshed "A&Eagle" logo is the next step in the company's renewed focus on consumer-centricity and a commitment to innovation.

    By • Jan. 19, 2022
  • Samsung's 837X Decentraland experience from CES 2022 retrieved by Marketing Dive on Jan. 14, 2022
    Image attribution tooltip
    Retrieved from Samsung Electronics America on January 14, 2022
    Image attribution tooltip

    As events again go virtual, marketing takeaways from a timely metaverse activation

    Publicis worked with Samsung on a Decentraland experience that proved prescient as CES saw major exhibitors and attendees pull out last minute due to omicron concerns.

    By • Jan. 19, 2022
  • Walmart transforms stores to focus on digital.
    Image attribution tooltip
    Courtesy of Walmart
    Image attribution tooltip

    Walmart signals metaverse plans with trademark applications around virtual goods, NFTs

    While plenty of companies are eyeing the tech, a potentially large push from the retailer could go a long way in spurring mainstream consumer adoption.

    By • Jan. 18, 2022
  • DoorDash self-delivery
    Image attribution tooltip
    Courtesy of DoorDash
    Image attribution tooltip
    Deep Dive

    Can restaurant marketers get digital right while facing panoply of pressures?

    Amid labor, supply chain and inflationary issues, 2022 will be a year of increased pressure to deliver on fronts that span media, ordering and loyalty.

    By • Jan. 18, 2022
  • Image attribution tooltip
    Courtesy of Marriott International, Inc.
    Image attribution tooltip

    Marriott seeks TikTok creators to drive content around loyalty program

    Marriott Bonvoy TikTok Correspondents will creatively document everything they encounter on social media, reinforcing how essential travel can be.

    By Nina Lentini • Jan. 18, 2022
  • Image attribution tooltip
    Permission granted by Emarsys
    Image attribution tooltip
    Sponsored by Emarsys

    Three unPredictions to help create exceptional customer and team experiences

    Why marketing automation will free up your marketing team and help you scale real-time personalization.

    By Meghann York, Global Head of Product Marketing, Emarsys/SAP • Jan. 18, 2022
  • Image attribution tooltip
    Courtesy of Immortals
    Image attribution tooltip

    Progressive inks esports naming rights deal in latest sign of category's maturation

    Regular sponsored Twitch streams and a shared space with Immortals in Minecraft demonstrate how media tactics differ from traditional sports tie-ups.

    By • Jan. 14, 2022
  • Image attribution tooltip
    Courtesy of Ferrero North America
    Image attribution tooltip

    Tic Tac inspires kindness and connection via AR messaging

    The activation is tied to limited-edition packs featuring positive messages like "Keep Your Day In Mint Condition" and "Up For An Adventure?"

    By • Jan. 13, 2022
  • Image attribution tooltip
    Courtesy of Campbell Soup Company
    Image attribution tooltip

    Campbell's teams with experiential toy company Camp on candles, activity guides

    The tie-up comes as parents seek ways to keep their children entertained, whether stuck inside due to cold weather or pandemic-related school closures.

    By • Jan. 13, 2022