Brand Strategy

  • Close-up of a person holding a smart phone with the Flavor Adventure game open
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    Getty Images; Albertsons’ Flavor Adventure

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    How Albertsons is gamifying summer savings

    The grocery company's Flavor Adventure online game lets shoppers play to unlock recipes, digital coupons, sweepstakes entries and prizes.

    By Catherine Douglas Moran • Aug. 1, 2023
  • A new Lysol Air Sanitizer can next to its "The Future of Air" tagline.
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    Permission granted by Lysol
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    Lysol takes aim at air fresheners with latest product innovation

    A new Lysol Air Sanitizer that claims to kill 99.9% of germs and bacteria is being promoted through a “Scent Can’t Sanitize” message. 

    By Aaron Baar • July 31, 2023
  • TikTok content on a GSTV screen Explore the Trendline➔
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    Courtesy of GSTV
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    Trendline

    Top 5 stories from Marketing Dive

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    By Marketing Dive staff
  • Header image for "IT Spending and 2023 Budgets Under Close Scrutiny"
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    Getty Images via Getty Images
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    Q&A

    In Huge’s reinvention, a seasoned agency critic sees promise — and fresh challenges

    In his new book, Michael Farmer tracks the IPG shop’s unconventional turnaround plan, but the agency continues to be tested by layoffs and restructurings. 

    By • July 31, 2023
  • Volvo's Pinterest display.
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    Courtesy of Pinterest
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    Volvo showcases denim car interiors with Pinterest keyword takeover

    The new EX30 SUV is capitalizing on the “denim” keyword at a time when related queries are booming to showcase its recycled interiors.

    By • July 31, 2023
  • A kid sitting on top of a desk as part of a campaign image for Gap's back-to-school marketing.
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    Courtesy of Gap
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    Gap hands mic to kids for back-to-school tie-up with ‘Recess Therapy’

    Quick-witted students share their first-day-of-school wisdom in a video made in collaboration with the channel behind the now-iconic “corn kid.”

    By • July 31, 2023
  • A Pepsi ad reveals the brand's globe hidden in a crinkled Captain Morgan label.
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    Permission granted by PepsiCo Beverages North America
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    Pepsi vies to unseat Coke as preferred cola pairing with rum

    New ads reveal Pepsi globes hidden in the logos of leading rum brands as the marketer fights for a bigger spot at the bar and off-premise.

    By • July 28, 2023
  • A brown package on a bright blue background that says "Prime Day" and "July 11-12."
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    Courtesy of Business Wire
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    Advertisers spent more heavily for Amazon Prime Day — here’s what the numbers say

    The annual sales event for the e-commerce giant saw ad-attributed sales increase by 486%, with ad spending increasing by 409%.

    By • July 28, 2023
  • Grimace Celebrating Birthday with McDonaldland Friends
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    Courtesy of McDonald's
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    McDonald’s says Grimace birthday push shook up strong Q2 earnings

    A darkly funny trend around the brand mascot and a limited-edition purple shake that went viral on TikTok was cited as a driver of growth.

    By • July 27, 2023
  • Margot Robbie attends the press junket and Photo Call for "Barbie" at Four Seasons Hotel Los Angeles at Beverly Hills on June 25, 2023 in Los Angeles, California.
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    Matt Winkelmeyer/WireImage via Getty Images
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    ‘Barbie’ AI selfie generator goes viral with 13M users

    Marketed ahead of the film’s debut, the playful experience gained a slew of attention by consumers, brands and celebrities. 

    By Aaron Baar • July 27, 2023
  • Jell-O portfolio after rebrand
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    Permission granted by Kraft Heinz
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    Jell-O rebrands for first time in 10 years to meet new generation

    The 178-year-old brand is the 18th Kraft Heinz label to get a refresh over the last three years amid an industry-wide rebranding trend.

    By • July 27, 2023
  • A bottle of Coca-Cola appears in "The Bear"
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    Permission granted by FX
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    How Coca-Cola cooked up meals with ‘The Bear,’ Gigi Hadid and more

    “A Recipe for Magic” was cited as an example of how Coke linked its brand to consumption occasions en route to 11% organic revenue growth in Q2.

    By • July 26, 2023
  • Chipotle's "Get in the Pit" campaign image, shown as a poster on a busy sidewalk, timed to National Avocado Day.
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    Courtesy of Chipotle
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    Chipotle experiments with Threads for National Avocado Day

    The QSR chain is one of the first to center its marketing around the platform, using it to drop text-to-win codes that will give away concert and festival tickets.

    By • July 26, 2023
  • Donatello from "Teenage Mutant Ninja Turtles: Mutant Mayhem"
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    Courtesy of Pizza Hut
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    Pizza Hut mutates Twitch streamer into ‘Ninja Turtle’

    As part of a tie-up with the film franchise’s latest entry, a VTuber will transform into Donatello during the chain's ongoing "Friday Night Bites" livestream.

    By • July 26, 2023
  • Elon Musk Speaks At Satellite Conference In Washington, DC
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    Win McNamee / staff via Getty Images
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    Is Twitter’s rebrand to X a nail in the coffin or a necessary change?

    The pivot could wipe out billions in brand value and further alienate advertisers during a period of heightened competition from apps like Threads.

    By • July 25, 2023
  • A still image featuring an athlete in an interview-style setting while holding a Gatorade as part of the brand's 30-second "Don't Go Missing" spot as part of its summer campaign.
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    Courtesy of Gatorade
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    Gatorade teams with Meta, The Weather Channel for summer PSA

    The PepsiCo brand also announced that it has named Laundry Service as its new agency of record across social media and digital.

    By • July 25, 2023
  • A group of athletes sit against a white background surrounded by Zoa Energy drinks.
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    Courtesy of Molson Coors
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    Dwayne ‘The Rock’ Johnson’s Zoa brand signs college athletes for NIL marketing

    Coming off a recent rebrand, the energy drink has teamed up with top athletes to create “The Rock’s Warriors” to raise awareness in the collegiate space.

    By • July 25, 2023
  • Cracker Jack's new Cracker Jill packaging
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    Courtesy of Frito-Lay North America; PepsiCo
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    Cracker Jack doubles down on Cracker Jill packaging, purpose-driven campaign

    The Frito-Lay brand is continuing an effort to increase the visibility of girls and women in sports despite a contentious sociopolitical environment.

    By • July 24, 2023
  • AI art from Guerlain's "Born in 1853. Made for the future" short film
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    Courtesy of Guerlain
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    Column

    Campaign Trail: Guerlain engages AI to take its iconic bottle back to the future

    Creative agency Mnstr used generative AI art to reimagine 170 years of the LVMH brand’s past — and predict 170 years into its future.

    By • July 21, 2023
  • An image depicting soccer content generated on TikTok as part of a tie-up between the social platform and FIFA.
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    Retrieved from TikTok on July 20, 2023
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    TikTok, FIFA strike creator-driven content partnership for Women’s World Cup

    The pair will collaborate with creators from 16 countries to help generate public and behind-the-scenes content for fans during the tournament.

    By Aaron Baar • July 20, 2023
  • Terry Crews on new Honeycomb Cereal packaging as part of its AR experience.
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    Courtesy of Honeycomb Cereal
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    Honeycomb cereal, Terry Crews beseech kids to ‘bee amazing’ via AR

    The tie-up includes an immersive obstacle course game and a slew of motivational messages starring Crews, both available via QR code.

    By • July 20, 2023
  • Pop-Tarts' new Agents of Crazy Good characters
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    Courtesy of Kellogg Company
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    Pop-Tarts brings back ‘Crazy Good’ characters with a modern twist

    Tapping into nostalgia for the 2000s continues to be a major marketing trend as the Kellogg brand resurrects its animated toaster pastries.

    By • Updated July 20, 2023
  • One influencer leans in to whisper in another's ear, as both sit on a leather couch.
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    Courtesy of Sonesta Hotels
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    Sonesta chief brand officer on building name recognition in a crowded market

    The hotel company’s marketing team has had to think creatively about how to build awareness for the “80-year-old startup.”

    By Noelle Mateer • July 19, 2023
  • A stack of lightly distressed denim jeans with horseshoe stitching on the back pockets,
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    John Shearer via Getty Images
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    True Religion’s new chief marketing officer will lead the brand’s digital pivot

    Kristen D’Arcy, formerly of Pacsun and American Eagle Outfitters, said she expects e-commerce to represent 50% of the brand’s revenue in a few years.

    By Lara Ewen • July 19, 2023
  • A Chevrolet Volt extended-range electric vehicle
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    Bill Pugliano via Getty Images
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    General Motors taps CVS Health veteran as CMO

    Norm de Greve was praised for his digital transformation know-how and is familiar with the business thanks to past work at agency Digitas.

    By • July 19, 2023
  • Taco John's storefront
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    Courtesy of Taco John's
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    Taco John’s abandons Taco Tuesday trademark, issues charity challenge

    Taco Bell CEO Mark King called the move a “shared victory for taco allies everywhere” but stopped short of taking up Taco John’s challenge.

    By • Updated July 19, 2023