Brand Strategy: Page 2
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Courtesy of Coca-Cola
Coke pushes Gen Z to ditch digital noise and embrace summer fun
“Enjoy the moment with a Coca-Cola” was created with WPP Open X, led by Ogilvy, with support from VML and Publicis.
By Peter Adams • May 27, 2025 -
Courtesy of Goodpop
GoodPop wants to empower parents to say ‘yes’ this summer
A Gopuff partnership encourages parents to embrace spontaneity with the chance to win free, better-for-you alternatives to the usual seasonal treats.
By Sara Karlovitch • May 27, 2025 -
Explore the Trendline➔
sefa ozel via Getty Images
TrendlineAI and Marketing Data
Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data.
By Marketing Dive staff -
Courtesy of El Pollo Loco
Why El Pollo Loco’s rebrand invites diners to ‘Get Loco’
CMO Jill Adams shares how a new tagline serves as a call-to-action and a play to engage with consumers around their passions.
By Chris Kelly • May 22, 2025 -
Courtesy of McCain Foods
Why McCain Foods made an AR mobile game to teach regenerative farming
The company’s first global campaign for its frozen fries was designed to make sustainability more easily digestible, explains CMO Christine Kalvenes.
By Jessica Deyo • May 22, 2025 -
Courtesy of Lenovo
Q&AHow Lenovo’s CMO balances B2C and B2B marketing in the age of AI
Emily Ketchen discusses bringing artificial intelligence into the marketing organization and how to stay agile during periods of macro pressure.
By Chris Kelly • May 21, 2025 -
Courtesy of Mattel
Uno plays into game night trend with themed social clubs
Consumers can enter to win a stay at a themed suite in Las Vegas by posting a TikTok video using a new Uno Reverse Card filter.
By Sara Karlovitch • May 21, 2025 -
Permission granted by Urban Outfitters
Urban Outfitters deepens Gen Z experiential strategy for back to school
A “UO Hauls” campaign features citywide scavenger hunts, immersive pop-ups and a U-Haul partnership aimed at helping graduates move out.
By Peter Adams • May 20, 2025 -
Retrieved from Chili's on May 15, 2025
Q&AChili’s CMO on how ‘culture pops’ supercharge the chain’s sales
The casual dining chain’s executives have cited marketing as a key factor behind two straight quarters of same-store sales growth of more than 31%.
By Chris Kelly • May 20, 2025 -
Courtesy of Oscar Mayer
Oscar Mayer’s Wienermobiles plan race ahead of Indy 500
The Kraft Heinz brand’s iconic vehicles will compete in the Wienie 500, an event that will be streamed online and features a DraftKings integration.
By Aaron Baar • May 20, 2025 -
Courtesy of Poppi
Inside Poppi’s push into gaming as prebiotic soda marketing bubbles up
PepsiCo this week finalized a $1.95 billion acquisition of the brand, which has used a “community- and culture-first approach” to marketing.
By Chris Kelly • May 19, 2025 -
Retrieved from Sprite on May 15, 2025
How Sprite tapped into a viral TikTok trend for Sprite + Tea launch
Executives detail the innovation strategy at the Coca-Cola brand, which recently became the No. 3 carbonated soft drink in the U.S.
By Chris Kelly • May 19, 2025 -
Courtesy of WNBA
Q&AHow the WNBA is building on a breakthrough season with fans, brands
As the 2025 season begins, CMO Phil Cook details the insights behind a new campaign and how the league is partnering with brands like Skims.
By Chris Kelly • May 16, 2025 -
Courtesy of Autodesk
ColumnCampaign Trail: Autodesk brings God to Earth to marvel at intelligent designs
Indie agency Giant Spoon turns actor Tony Hale into a deity to show off everything the software company can help people design.
By Chris Kelly • May 16, 2025 -
Courtesy of PepsiCo
Pepsi crashes barbecues to rid them of Coke in latest stunt
A new campaign insisting the soft drink goes best with grilled foods is timed to National Barbecue Day and includes a 60-second spot and an Instacart tie-up.
By Jessica Deyo • May 15, 2025 -
Courtesy of WBD
How Warner Bros. Discovery is letting brands tap ‘newstalgia’ for its IP
Along with bringing back the name HBO Max, WBD laid out new ways for brands to buy ads across its portfolio and integrate with its library of content.
By Chris Kelly • May 14, 2025 -
Courtesy of Airbnb
Why Airbnb booked a social-first campaign for its experiences relaunch
Global Head of Marketing Hiroki Asai explains how the company is replanting the flag around the platform's vision for travel with a new ad and app refresh.
By Chris Kelly • May 13, 2025 -
Courtesy of NBCUniversal
Inside NBCUniversal’s all-singing, all-dancing pitch to advertisers
The media conglomerate boasted a portfolio that drives $1.4 trillion of consumer spending every month — and took shots at its upfront competitors.
By Chris Kelly • May 12, 2025 -
Permission granted by Unrivaled
How Unrivaled built brand partnerships that are more than logo slaps
Sponsors including Samsung Galaxy, Under Armour and Wayfair delivered real value during the first year of the women’s 3-on-3 basketball league.
By Chris Kelly • May 12, 2025 -
Justin Sullivan via Getty Images
Brand safety comes second amid macro uncertainty: Here’s what the numbers say
Twenty-one percent of advertisers report no plans to align marketing with social issues this year, up five points from 2024, per Advertiser Perceptions.
By Sara Karlovitch • May 9, 2025 -
Courtesy of PepsiCo
Mountain Dew touts new logo with tattoo sweepstakes, TikTok Shop exclusive
The PepsiCo brand is celebrating its refreshed logo hitting store shelves this week with a social media giveaway and collaboration with Dickies.
By Jessica Deyo • May 8, 2025 -
Permission granted by Disney
Inside Disney’s ad playbook as streaming becomes ‘core growth platform’
Brands including Lysol, Amex and Poppi are taking advantage of advertising offerings from the media giant as it prepares for its upfront presentation.
By Chris Kelly • May 8, 2025 -
Permission granted by Unleashed Brands
Q&A‘For every AI, there’s an NFT’: Burger King’s ex-CMO shares lessons learned
Pat O’Toole, now chief marketer at youth-enrichment company Unleashed Brands, explains how the CMO role continues to evolve.
By Chris Kelly • May 8, 2025 -
Courtesy of Sprite
How Sprite surpassed Pepsi by living and breathing pop culture
The brand recently launched Sprite Squad, a text-and-scan activation that gives consumers access to digital experiences tied to cultural passions.
By Chris Kelly • May 7, 2025 -
Slaven Vlasic via Getty Images
Deep Dive5 years of media evolution provide few answers to brands’ chaotic 2025
Planning around tariff disruption echoes the pandemic, a moment the industry did not always meet with agility or savvy investment decisions.
By Peter Adams , Julia Himmel • May 6, 2025 -
Courtesy of QVC
Why QVC is targeting Gen X with a TikTok livestream shopping event
The event is part of the network’s efforts to meet the older generation where they already are, said Vice President of Brand Marketing Annette Dunleavy.
By Jessica Deyo • May 6, 2025
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