Brand Strategy

  • 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
  • Bike lane in evening. Sign for bicycle painted on the asphalt. Car and traffic in background. Dividing line. Shadow from sunset sun. Explore the Trendline➔
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    olaser via Getty Images
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    Trendline

    The Marketing Dive Outlook on 2023

    Key into where the industry winds are blowing in 2023 across media, emergent technology and the public mood.

    By Marketing Dive staff
  • 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
  • A man sits on a couch wearing a Coors Light branded soccer scarf
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    Courtesy of Molson Coors
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    Coors Light tackles soccer ‘fanxiety’ ahead of Leagues Cup with novelty scarf

    Ahead of the tournament’s relaunch, the brewer is looking to put its mark on the soccer space with a scarf intended to help fans cool down.

    By • July 19, 2023
  • Header image for "Borrowers Face Tighter, Costlier Loan Terms"
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    Getty Images via Getty Images
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    Why marketers may want to make agency reviews a last resort

    The average review process costs marketers and agencies upwards of $1 million, along with hampering productivity for months, per new research.  

    By Aaron Baar • July 18, 2023
  • Coca-Cola's Coke Studio generative AI music studio.
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    Courtesy of The Coca-Cola Company
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    Coke helps festival-goers drop a track with generative AI music studio

    The immersive experience generates a song, music video and album cover after attendees answer a series of questions.

    By • July 18, 2023
  • Fortnite avatars sit together near the "Talk To Me" logo.
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    Courtesy of Altitude Media Group
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    A24 horror film ‘Talk To Me’ comes to life in Fortnite integration

    Players of the gaming platform’s “Deadpines: Zombie Survival” title can follow aspects of the film’s storyline ahead of its July 28 debut.

    By • July 17, 2023
  • Members Of SAG-AFTRA Go On Strike In Los Angeles, CA
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    Kevin Winter via Getty Images
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    How the Hollywood shutdown could disrupt the ad market

    Advertisers will be closely watching how a lack of new content affects their plans in the face of dual strikes by actors and writers. 

    By • July 17, 2023
  • Actor Randall Park stars in Amazon’s back-to-school campaign and is seen standing, wearing a dark jacket and holding a phone, in front of a school.
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    Courtesy of Amazon
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    Amazon resurfaces ‘spend less’ messaging for back-to-school ads

    Actor Randall Park and financially astute kids star in a comedic spot touting the e-commerce giant’s plethora of deals as parents grapple with tight budgets.

    By • July 17, 2023
  • Two people in profile with their ears pierced.
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    Courtesy of Claire's
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    Claire’s chases after ‘Gen Zalpha’ with piercing brand refresh

    “Pierced by Claire’s” is a new visual identity and marketing effort aimed at a cohort of younger Gen Zers and older members of Generation Alpha.

    By Kaarin Vembar • July 14, 2023
  • Roku City with a Barbie Dreamhouse theme
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    Courtesy of Roku
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    Roku parties with ‘Barbie,’ adds Shopify checkout

    The tie-up with the upcoming film includes a banner ad placed on Roku screens along with a QR code that consumers can scan to buy tickets.

    By • July 14, 2023
  • Bear Naked's granola hiker's belt being worn on a hiker.
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    Courtesy of Bear Naked
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    Bear Naked helps identify nudity-friendly hiking trails with GPS app

    Hikers are encouraged to review over 300 trails on the Gaia app to see which can be trekked naked while chronicling their experiences on social media.

    By Aaron Baar • July 13, 2023
  • A campaign image promoting Bumble's partnership with "Barbie" that shows three of the movie's characters as potential matches.
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    Courtesy of Bumble
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    Bumble matches with ‘Barbie’ to help singles strike up conversations

    Users of the dating app can match with a variety of Barbies and Kens to receive uplifting messages in the days leading up to the film’s debut.

    By • July 13, 2023
  • Albertsons store
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    Courtesy of Albertsons
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    Albertsons reinventing digital circulars with Meta pilot

    For the trial, the grocer’s retail media arm is replacing traditional digital circular ads with dynamic ad campaigns across Facebook and Instagram.

    By Catherine Douglas Moran • July 12, 2023
  • PepsiCo logos against a soccer field
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    Courtesy of PepsiCo
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    PepsiCo deepens soccer ties with EA Sports partnership

    The multi-year, global tie-up elevates flagship brands Pepsi, Lay’s and Gatorade as partners of the forthcoming EA Sports FC video game.

    By • July 12, 2023
  • A photo of a person holding a Slurpee.
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    Courtesy of 7-Eleven
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    7-Eleven debuts digital collectibles

    Customers can mix their favorite Slurpee flavors in a virtual Vibe Check Machine to get the collectible, which can be minted as an NFT.

    By Jessica Loder • July 12, 2023
  • A red storefront entrance with a white dot-in-circle logo and an "order pickup" sign on the door. Trees and blue sky with white clouds on the right.
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    Daphne Howland/Marketing Dive
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    Target elevates 17-year veteran to CMO

    Lisa Roath's appointment comes as the retailer faces slowed sales growth and an ongoing controversy over its Pride collection.

    By • July 12, 2023
  • City of Miami police officers keep an eye on protesters outside of a Target store on June 01, 2023 in Miami, Florida.
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    Joe Raedle/Getty Images via Getty Images
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    Deep Dive

    Culture wars rage on, forcing marketers to decide whether to reevaluate or retrench

    The dual forces of the backlash to inclusive marketing and the rapid rise of generative AI could lead marketers to reconsider the role of brands and how to advertise in H2 and beyond.

    By , • July 11, 2023
  • Actor Ben Affleck, wearing a blue plaid shirt and dark coat, stands in front of a Dunkin' sipping a coffee.
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    Permission granted by Dunkin'
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    Deep Dive

    6 campaigns that broke through the creative rut of H1 2023

    Though tightened advertiser budgets have spurred a sense of dullness, bets on buzzy tech, experiential displays and major refreshes seized the moment.

    By , • July 11, 2023
  • Blank paste-up posters on a wall.
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    Shaun Lucas/Marketing Dive
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    Deep Dive

    Marketing in 2023: H1 by the numbers

    Measurement uncertainty, budget changes and platform shifts were top of mind.

    By • July 11, 2023