Brand Strategy: Page 8
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Permission granted by Coca-Cola Zero Sugar
Coke Zero Sugar leans into gaming to reach Gen Z college football fans
The better-for-you soft drink serves as the exclusive CPG sponsor of EA Sports College Football 25 and will tour 14 campuses.
By Peter Adams • Aug. 23, 2024 -
Courtesy of General Mills
Totino’s enters breakfast category with retro ads targeting Gen Z
“Start the Day the Totino’s Way” taps into the younger generation’s appetite for nostalgia to introduce Breakfast Snack Bites.
By Jessica Deyo • Aug. 22, 2024 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z.
By Marketing Dive staff -
Courtesy of Hinge
Q&AWhy Hinge turned real love stories into a zine written by literary stars
CMO Jackie Jantos explains how “No Ordinary Love” was inspired by #BookTok and helps the “dating app designed to be deleted” reach Gen Z.
By Chris Kelly • Aug. 21, 2024 -
Courtesy of Solo Stove
Snoop Dogg and Solo Stove deliver ‘Blunt Marketing’ in latest ads
The smokeless fire pit maker doubles down on its relationship with the rapper following a previous effort that generated buzz but missed sales goals.
By Sara Karlovitch • Aug. 20, 2024 -
Spencer Platt/Getty Images via Getty Images
OpinionHow marketers can leverage creative to combat the impacts of fossil fuel
An essential gap remains in public awareness of the role fossil fuel companies play in the climate crisis, according to WRTHY’s Katie Harrison.
By Katie Harrison • Aug. 20, 2024 -
Permission granted by Domino's Pizza
Simon Cowell judges Domino’s Pizza alongside new quality captains
The TV personality dons the cap of quality captain, a new staff role that ensures all aspects of an order are correct down to topping portions.
By Peter Adams • Aug. 19, 2024 -
Courtesy of Netflix
Netflix, Google team to bring shoppable integration to ‘Emily in Paris’
Custom features within Netflix’s ad-supported plan round out the effort, which leverages Google’s Lens technology to allow viewers to shop the show.
By Aaron Baar • Aug. 19, 2024 -
Courtesy of Lee Kum Kee
Sriracha maker Lee Kum Kee reaches out to Gen Z with musical campaign
The 135-year-old Asian sauce brand is promoting its Sriracha Chili and Mayo products with a Spotify playlist, 24/7 Twitch livestream and more.
By Jessica Deyo • Aug. 15, 2024 -
Courtesy of Vitaminwater
Vitaminwater offers free rent to consumers who use its flavors as design inspiration
Consumers can submit a photo of a Vitaminwater flavor in a room that needs a makeover and review AI-generated mood boards on a landing page.
By Aaron Baar • Aug. 15, 2024 -
Courtesy of US Bank
US Bank celebrates Black achievement with zines in The New York Times
To commemorate the 100-year celebration of the Harlem Renaissance, the financial marketer is teaming with T Brand Studio for a Times first.
By Chris Kelly • Aug. 15, 2024 -
Courtesy of Choice Hotels International, Inc.
Choice Hotels names new creative, media agencies to drive brand awareness
Adding 72andSunny and Dentsu X to the roster comes as Choice establishes more upscale offerings and ramps up marketing on platforms like TikTok.
By Peter Adams • Aug. 14, 2024 -
Courtesy of Kellanova
Snickers owner Mars to buy Kellanova for $35.9B
The deal for the Cheez-It and Pringles maker is the biggest in the food space since the Kraft Heinz merger in 2015.
By Christopher Doering • Aug. 14, 2024 -
Courtesy of Allbirds
Q&AAllbirds CMO on why brand building is key to company’s turnaround plan
CMO Kelly Olmstead discussed how the sneaker brand is investing more in awareness-driven channels to weather a challenging period for business.
By Peter Adams • Updated Aug. 15, 2024 -
Courtesy of LG Electronics USA
LG boosts home appliances with competition show on Prime Video
“Estate of Survival” follows contestants as they battle in a variety of challenges to acquire home appliances and a grand prize of $100,000.
By Jessica Deyo • Aug. 13, 2024 -
Courtesy of Liquid I.V.
Liquid I.V. helps consumers beat the summer heat with multichannel campaign
“Indulge in Hydration” was developed with SixTwentySix and includes augmented reality activations, Netflix ad testing, a Spotify takeover and more.
By Aaron Baar • Updated Aug. 14, 2024 -
Courtesy of Mondelez International, Coca-Cola
Oreo, Coca-Cola partner to create drink and cookie combining the iconic brands
“Besties” are at the center of a marketing campaign that includes a Spotify integration and a Forever 21 merchandise line.
By Christopher Doering • Aug. 13, 2024 -
Courtesy of Cafe Bustelo
ColumnCampaign Trail: Café Bustelo gives its animated world an icy makeover
As the J.M. Smucker brand brings iced coffee to the refrigerated aisle, new spots by BBH USA give a chilly remix to recent marketing.
By Chris Kelly • Aug. 9, 2024 -
Permission granted by Nike
OpinionWhat brands can learn about emotion from Olympic ads by Nike and Coke
How emotions are used often determines whether creative can do more than just connect, but actually predispose viewers to buy, says Kantar’s Jane Ostler.
By Jane Ostler • Aug. 9, 2024 -
SolStock via Getty Images
NFL, GameSquare tap into football fandom for traveling creator series
“NFL 4 The Fans Live” blends football hype with gaming and creator content and will launch with a multi-city series timed to the NFL calendar.
By Aaron Baar • Aug. 8, 2024 -
Courtesy of Urban Outfitters
Deep DiveBack-to-school 2024: How brands can win younger consumers as uncertainty endures
The power of Gen Z and Gen Alpha to influence their parents to consider a brand could be the key to success amid another turbulent season.
By Jessica Deyo • Aug. 8, 2024 -
Courtesy of Warner Bros.
‘Beetlejuice’ sequel sells tickets in first-of-its-kind Roblox activation
Developed by Sawhorse, the experience includes a virtual Fandango box office where users can purchase real-world movie tickets.
By Chris Kelly • Aug. 7, 2024 -
Courtesy of Autodesk
Q&AWhy Autodesk’s 2028 Olympic deal is not ‘your mom’s brand partnership’
CMO Dara Treseder explained how being the Official Design and Make Platform of the Los Angeles games will drive business results for both parties.
By Chris Kelly • Aug. 6, 2024 -
Retrieved from Liquid Death on August 01, 2024
Q&AHow Liquid Death cuts through marketing noise without big media buys
Vice President of Creative Andy Pearson explained how the billion-dollar beverage brand helps consumers “murder” their thirst in an expanding market.
By Chris Kelly • Aug. 5, 2024 -
Permission granted by Hyundai Motor America
Hyundai splits CMO role into creative, performance positions
Longtime CMO Angela Zepeda will serve as chief creative officer as the automaker looks to engage consumers with more data-driven marketing.
By Chris Kelly • Aug. 1, 2024 -
Courtesy of Carter's
Q&AHow Carter’s is pitching kids’ clothes to new Gen Z parents
As part of the ‘More Than Just Cute” campaign, the brand released holiday-themed ads that will run on YouTube, Instagram, Facebook and TikTok.
By Chris Kelly • Updated Nov. 8, 2024
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