Deep Dive: Page 3
Industry insights from our journalists
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Photo Illustration: Shaun Lucas/Industry Dive; Getty Images
Burger wars: How Burger King's rivalry with McDonald's reverberates through adland
Despite McDonald's boasting twice as many restaurants, five times the ad budget and 10 times the revenue, Burger King's marketing innovations have had lasting impact.
Chris Kelly • May 17, 2022 -
Photo Illustration: Shaun Lucas/Industry Dive; Getty Images
Brand rivalries that helped define modern marketing
In this series, Marketing Dive explores enduring showdowns that have shaped the industry and how those dynamics are again shifting as brands prep for a post-pandemic world.
Julia Himmel • May 10, 2022 -
Photo Illustration: Shaun Lucas/Industry Dive; Getty Images
Sneaker supremacy: Nike and Adidas battle for brand love
Duking it out over six decades, the athletic wear companies influenced sports marketing and culture like few others. Who dominates in the stretch ahead may hinge on innovation and acting on pledges.
Natalie Koltun • May 10, 2022 -
Photo Illustration: Shaun Lucas/Industry Dive; Getty Images
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.
Peter Adams • May 3, 2022 -
How prepared is the ad industry for a cookieless future?
Despite shifts in marketer priorities and stark warnings from experts, it's still not clear how advertisers will navigate the landscape after third-party cookie deprecation.
Chris Kelly • April 26, 2022 -
Permission granted by Hostess Brands
With a portfolio of iconic snacks, Hostess Brands sweetens its business for another century
Just a decade after bankruptcy, the Twinkies maker is thriving under CEO Andy Callahan, who has prioritized innovation and moving its iconic offerings into faster-growing occasions.
Christopher Doering • April 1, 2022 -
Courtesy of Lego
Brick by brick: How Lego continues to build a toy empire
The retailer celebrates its 90th anniversary this year. With over $8 billion in sales and IP deals that tap into pop culture, it shows no signs of slowing down.
Kaarin Vembar • March 29, 2022 -
Leon Neal / Staff via Getty Images
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.
Peter Adams • March 16, 2022 -
Courtesy of Burger King
How QSR marketers are riding the plant-based food wave
Marketing plant-based foods, whether made in-house or with industry partners, comes with its own challenges as chains stay true to their brands.
Chris Kelly • March 8, 2022 -
Anthony Kwan via Getty Images
Can brands stay safe in the metaverse?
As marketers explore how the metaverse fits into their strategy, brand safety should be top of mind.
Sara Karlovitch • March 1, 2022 -
Christopher doering/Marketing Dive
Once an afterthought, brand licensing reaps billions for CPGs hungry for growth
Hershey, Conagra and Post are a few companies using the strategy to expand their business, build equity and keep products relevant.
Christopher Doering • Feb. 22, 2022 -
Courtesy of Virtual Brand Group
Should more retailers be on Roblox?
The platform is used by millions of tweens daily, and ignoring it may cost brands loyalty, revenue and a future audience.
Kaarin Vembar • Feb. 17, 2022 -
Courtesy of Rocket Mortgage
Super Bowl LVI ads stick to old scripts as digital innovations prove divisive
Celebrities and nostalgia tactics only succeeded when in line with brand identity, while marketers mostly missed an opportunity around purpose.
Peter Adams and Chris Kelly • Feb. 14, 2022 -
Retrieved from BMW on February 09, 2022
'We're back': Humor, optimism make a big return in Super Bowl LVI ads
Celeb-studded campaigns and newcomer categories like cryptocurrency represent an eye on a future less bogged down by today's doom-and-gloom.
Peter Adams • Feb. 10, 2022 -
Retrieved from Unsplash on July 22, 2021
How media conglomerates are plotting the future of measurement and identity
NBCUniversal's moves in advance of the Olympics and the Super Bowl hint at what's to come at the upfronts and beyond.
Chris Kelly • Feb. 8, 2022 -
Thomas Lohnes / Stringer via Getty Images
The path forward for fashion's sustainable future may be affordability
Sustainability sells, but how can retailers market around the trendy topic when eco-friendly products are often inaccessible to the average consumer?
Natalie Koltun • Feb. 1, 2022 -
What's next for advertisers as Google changes course again on cookie alternatives
Google has replaced its embattled FLoC proposal, complicating the data privacy landscape as the countdown to a cookieless future continues.
Chris Kelly • Jan. 28, 2022 -
oatawa via Getty Images
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.
Peter Adams • Jan. 25, 2022 -
Courtesy of DoorDash
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.
Chris Kelly • Jan. 18, 2022 -
Dia Dipasupil via Getty Images
Looking ahead: 9 trends that will steer marketing in 2022
Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.
Peter Adams, Chris Kelly and Natalie Koltun • Jan. 11, 2022 -
Retrieved from Ford on December 22, 2021
The road ahead: How legacy auto brands will level the EV playing field in 2022
After setting the stage with lofty product announcements, carmakers will focus on value, range and brand heritage to close the gap with disrupters like Tesla.
Peter Adams • Jan. 4, 2022 -
Courtesy of Popeyes
9 campaigns that struck a chord in 2021
Despite the year's unfulfilled promises, efforts by the likes of Coke, Burger King and Tide delivered boldness and resonated with consumers.
Peter Adams, Chris Kelly, Natalie Koltun and Asa Hiken • Dec. 7, 2021 -
Courtesy of Together Labs
Why the metaverse could be a breakthrough in privacy-compliant digital marketing
Through cookie alternatives and lessons learned from past digital marketing efforts, brands can hit reset on privacy in the metaverse.
Asa Hiken • Nov. 30, 2021 -
Retrieved from Target on November 23, 2021
How brands are turning inclusive holiday campaigns into more than 'inspiration porn'
Target and Starbucks lead the way for marketers trying to authentically embrace diversity and inclusion during a busy yet reflective season.
Chris Kelly • Nov. 23, 2021 -
Permission granted by McDonald's
How intense interest in NFTs and other collectibles is shaping marketing
Consumer appetites for NFTs remain niche, but the format could serve as an important experiment if the metaverse ever takes off.
Peter Adams • Nov. 16, 2021
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