Brand Strategy: Page 2
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Courtesy of Sprite
Sprite leans into AI remixes for music platform’s return
For Sprite Limelight’s return, music fans can create tracks using a common hook via the Soundlabs remix tool available in Coca-Cola’s app.
By Aaron Baar • July 11, 2024 -
Courtesy of Urban Outfitters
Urban Outfitters blends physical, digital with back-to-school campaign
The retailer’s “Shift Happens” campaign brings influencer-created Pinterest boards to life at a two-day activation in New York.
By Sara Karlovitch • July 11, 2024 -
Explore the Trendline➔
zhuweiyi49 via Getty Images
TrendlineTop 5 stories from Marketing Dive
A look at how areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.
By Marketing Dive staff -
Courtesy of Total Wireless
Verizon’s Total Wireless rebrands to break through a crowded category
Verizon Value CMO Cheryl Gresham explores the prepaid wireless carrier’s new look and why terms like “multicultural marketing” feel limiting.
By Chris Kelly • July 11, 2024 -
Courtesy of Ocean Spray
Deep DiveWhy marketers keep refreshing brands instead of betting on splashy ads
The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing.
By Chris Kelly • July 10, 2024 -
Courtesy of CeraVe
Deep Dive6 campaigns that signaled a creative resurgence in H1 2024
As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack.
By Peter Adams , Jessica Deyo • July 10, 2024 -
Courtesy of The Gang
Vans refreshes Roblox activation with ‘phygital’ maneuver
To drive traffic to the space, which reached 100 million visits last year, the brand is dropping a virtual version of a new shoe prior to its in-store release.
By Sara Karlovitch • July 10, 2024 -
Courtesy of Etsy
Etsy addresses anxiety over AI, mass manufacturing with new brand mission
Real Etsy sellers are highlighted in ads that complement policy changes that aim to more strongly enforce a human touch on product listings.
By Peter Adams • July 9, 2024 -
Michael Loccisano / Staff via Getty Images
Q&AWhy Morgan Stanley teamed with Disney to sponsor a Serena Williams docuseries
CMO Alice Milligan explains how the move was a natural fit for a financial services marketer that has made amplifying women’s sports a priority.
By Chris Kelly • July 9, 2024 -
Courtesy of Taco Bell
Taco Bell opens ‘early retirement’ community in latest experiential play
Available exclusively for rewards members, The Cantinas offers senior-inspired recreation and recalls the brand’s groundbreaking pop-up hotel.
By Chris Kelly • July 9, 2024 -
Permission granted by Fabiosa Media
Sponsored by Fabiosa MediaHow prompting and integration AI assistants have sped up viral video content production 100 fold
AI integration has revolutionized content creation at Fabiosa Media, speeding it up by 100 times.
By Olena Razinkova, Fabiosa Media CEO and Chief Creative Producer • July 8, 2024 -
Courtesy of Tito's
Tito’s research-backed campaign showcases the joys of staycations
While other spirit brands focus on tropical getaways, Tito’s is embracing the many positives of being at home.
By Sara Karlovitch • July 8, 2024 -
Courtesy of Bic
BIC gears up for Olympics, back-to-school with celeb-focused efforts
The brand reteams with Snoop Dogg and Martha Stewart and enlists Charlie Puth for efforts timed to major periods for ads and sales.
By Chris Kelly • July 8, 2024 -
Permission granted by Kind Snacks
Kind brings lighter touch to healthy snack marketing in brand refresh
New CMO Osher Hoberman said a prior purpose-led marketing strategy was too fragmented to align with the commercial opportunity.
By Peter Adams • Updated July 11, 2024 -
Courtesy of Dove
Dove CMO who built brand’s purpose marketing bona fides departs
Alessandro Manfredi is leaving Unilever after over two decades as the type of purpose-driven marketing he helped define is increasingly challenged.
By Peter Adams • July 3, 2024 -
Courtesy of McDonald's USA
McDonald’s links with anime series for app-exclusive sauce
The chain’s collaboration with “Jujutsu Kaisen” to launch its Special Grade Garlic Sauce also includes a tie-up with anime streaming service Crunchyroll.
By Jessica Deyo • July 3, 2024 -
Courtesy of 818 Tequila
818 Tequila mixes cocktail of sustainability, social media and celebrity
Founded by Kendall Jenner, the brand reaches Gen Z through cultural hooks and understanding the cohort’s priorities, said CMO Kathleen Braine.
By Nicole Ortiz • July 2, 2024 -
Courtesy of Joann
Joann launches Gen Z-focused brand campaign
A key element of the craft retailer’s first major post-bankruptcy initiatives will involve leveraging influencer relationships.
By Nate Delesline III • July 1, 2024 -
Courtesy of Motorola
Motorola walks the runway with entirely AI-generated campaign
To promote new folding smartphones powered by artificial intelligence, the firm used different tools to create phone-inspired fashions for virtual models.
By Chris Kelly • July 1, 2024 -
Courtesy of E.l.f. Beauty
E.l.f. tests real-world commerce on Roblox via Walmart tech
Users can now purchase physical products within an experience developed with esports agency eGen and metaverse games publisher Supersocial.
By Jessica Deyo • July 1, 2024 -
Courtesy of FCB
Burt’s Bees teams with Amazon Ads for ‘Screencare’ product sets
The brand developed custom skincare sets inspired by Prime Video’s top genres for a campaign that has led to a 53% uptick in sales.
By Sara Karlovitch • July 1, 2024 -
Courtesy of Group Black
P&G brings top TikToker Khaby Lame’s humor stateside with Tubi series
Made with Group Black, “Khaby Is Coming To America” integrates CPG brands like Tide and Bevel and is part of P&G’s multicultural marketing efforts.
By Peter Adams • June 28, 2024 -
Courtesy of PVH Corp.
Deep DiveCalvin Klein’s Jeremy Allen White ads turned heads, but the biggest impact may be to the brand’s image
“The Bear” star’s images generated $74 million in media impact value amid a years-long effort by holding company PVH to make the line more desirable.
By Laurel Deppen • June 27, 2024 -
Courtesy of Toyota
Toyota targets Gen Z, millennials on YouTube with Corolla Hybrid short film
The new “Getaway Driver” video riffs on classic horror film tropes and features comic-actor and social media personality King Bach.
By Aaron Baar • June 27, 2024 -
FG Trade Latin via Getty Images
Report: Gen Alpha’s tech sophistication will challenge brand strategies
The most digital generation already has a more grounded perception of companies than kids of the past, valuing creative enablers like Lego most.
By Peter Adams • June 27, 2024 -
Courtesy of Pure Leaf
Pure Leaf taps Lindsay Lohan to defy hustle culture with a ‘Tea Break’
A new campaign includes a minute-plus-long spot starring Lohan and a landing page that offers drafted “away on a tea break” messages.
By Jessica Deyo • June 27, 2024
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