Brand Strategy
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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 Chris Kelly • July 21, 2023 -
Retrieved from TikTok on July 20, 2023
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 -
Explore the Trendline➔
olaser via Getty ImagesTrendlineThe 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 -
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 Jessica Deyo • July 20, 2023 -
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 Peter Adams • Updated July 20, 2023 -
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 -
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 -
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 Peter Adams • July 19, 2023 -
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 Chris Kelly • Updated July 19, 2023 -
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 Sara Karlovitch • July 19, 2023 -
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 -
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 Jessica Deyo • July 18, 2023 -
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 Sara Karlovitch • July 17, 2023 -
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 Chris Kelly • July 17, 2023 -
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 Jessica Deyo • July 17, 2023 -
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 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 Chris Kelly • July 14, 2023 -
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 -
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 Jessica Deyo • July 13, 2023 -
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 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 Sara Karlovitch • July 12, 2023 -
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 -
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 Chris Kelly • July 12, 2023 -
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 Chris Kelly , Shaun Lucas • July 11, 2023 -
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 Peter Adams , Jessica Deyo • July 11, 2023 -
Deep Dive
Marketing in 2023: H1 by the numbers
Measurement uncertainty, budget changes and platform shifts were top of mind.
By Jasmine Ye Han • July 11, 2023