Brand Strategy
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Courtesy of Lowe’s
Lowe’s bets on sports video games to drive up Gen Z brand loyalty
A new pact with EA Sports will put the home improvement retailer’s rewards program front-and-center in titles like Madden and College Football.
By Peter Adams • April 11, 2025 -
Permission granted by Heineken
Heineken flips phones for IRL interactions
A phone case that flips over when the word “cheers” is uttered and a matchmaking-like app for discovering new bars spotlight socializing.
By Aaron Baar • April 10, 2025 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Courtesy of Panera
Panera reintroduces brand with focus on dine-in cafe experience
“It Just Meals Good,” the chain’s first work from 72andSunny, captures a variety of occasions for eating at Panera, whether catching up with a kid or an ex.
By Peter Adams • April 10, 2025 -
Permission granted by JCPenney
How JCPenney’s new brand positioning is subverting consumer expectations
“Anonymous Ads” was created and executed by new appointments Mischief and VaynerMedia, and helps the brand address a “sea of sameness” in retail.
By Chris Kelly • April 10, 2025 -
Courtesy of Minute Maid
Why Minute Maid is teaming with WWE to punch up its new brand platform
The sponsorship supports “Bring the Juice,” which serves as the culmination of several years of brand transformation work.
By Chris Kelly • April 9, 2025 -
Permission granted by Subway
Subway hires CMO from PepsiCo beverages to lead global marketing
Greg Lyons, who left the Pepsi owner late last month, will join Subway as it shifts its creative account to Publicis Groupe’s Leo New York.
By Peter Adams • April 9, 2025 -
Courtesy of Target
Target launches campaign highlighting spring merchandise
The campaign comes after the mass merchant announced a multibillion-dollar investment in stores, technology and supply chain.
By Howard Ruben • April 9, 2025 -
Alexander Koerner / Stringer via Getty Images
Google Cloud touts new AI tools to simplify marketing, customer experience
At Google Cloud’s Next ’25 conference, the tech giant will lay out innovations that speak to how brands and agencies can use artificial intelligence.
By Chris Kelly • April 9, 2025 -
Permission granted by The Hershey Company
Kit Kat protects downtime in a chaotic world with Break Brothers
The brand’s first character-driven campaign looks to appeal to people dealing with hectic work environments and return-to-office policies.
By Peter Adams • April 8, 2025 -
Courtesy of 3M Company
Scotch-Brite jams to ‘So Fresh, So Clean’ to showcase joys of cleaning
“The Brite Side of Clean” centers around self-expression and spans CTV, social media, out-of-home and the 3M brand’s “Sparkle Squad” ambassadors.
By Jessica Deyo • April 8, 2025 -
Permission granted by Cécred
Beyoncé’s Cécred tells real women’s stories in first brand campaign
Created with Wieden+Kennedy, “A Deeper Understanding of Hair” revolves around a documentary-style film that details real hair care experiences.
By Chris Kelly • April 7, 2025 -
Courtesy of Domino’s
Domino’s expands remit of AOR WorkInProgress after campaign wins
The independent shop behind Domino’s popular Emergency Pizza promotion has been named social AOR as brands ramp up work around creators.
By Peter Adams • April 7, 2025 -
Sefa Ozel via Getty Images
Sponsored by BrandmoversFrom discounts to devotion: how to build customer loyalty beyond price cuts
Break free from discount dependency and build real customer loyalty with these smart strategies.
April 7, 2025 -
Harbucks/iStock/Getty Images Plus via Getty Images
Sponsored by ValpakSpring some strong offers this Easter
Attract new customers and drive holiday sales with easy-to-implement Easter and spring marketing offers, ad design and outreach.
By Jed Dreben • April 7, 2025 -
Chip Somodevilla via Getty Images
How CMOs can stay reactive as Trump tariff chaos threatens budgets
Industry decision-makers must embrace a willingness to scrap some of their plans and reassess what makes commercial sense, analysts say.
By Peter Adams • April 4, 2025 -
Courtesy of Bloomberg Media
ColumnCampaign Trail: ‘Brutalist’ director helms Bloomberg’s ‘Contextualist’ ads
Director Brady Corbet made his commercial debut with three spots that turn idioms into insights in a campaign by Wieden+Kennedy New York.
By Chris Kelly • April 4, 2025 -
Permission granted by Captain Morgan
Marketers are moving at the speed of culture — but can they define it?
Culture has become a central part of brand strategy for companies like Diageo even as definitions remain fuzzy, executives said at an event on April 2.
By Peter Adams • April 3, 2025 -
Permission granted by Kellanova
How Kellanova’s clean room is improving targeting and lifting sales
The CPG marketer reworked creative and media plans to help turn around Special K in the U.K. and is using the same approach for brands like Pringles.
By Chris Kelly • April 3, 2025 -
Courtesy of Harry’s
Harry’s resets brand with push beyond product-focused marketing
The DTC innovator worked with creative agency Zulu Alpha Kilo on a campaign while Mythology developed the brand refresh with support from Collins.
By Chris Kelly • April 2, 2025 -
Courtesy of Olaplex
Why Olaplex is leading with emotion for its latest refresh, campaign
CMO Katie Gohman explains how talent like “Bridgerton” star Nicola Coughlan is key to connecting with both salon pros and everyday consumers.
By Jessica Deyo • April 2, 2025 -
Joe Raedle via Getty Images
Trader Joe’s roasts in-store retail media
In a recent podcast, company leaders emphasized that their marketing model focuses on human interaction, not robots and screens.
By Peyton Bigora • April 1, 2025 -
Courtesy of Chili’s
Chili’s serves up ‘Office’ nostalgia at new Scranton location
The Pennsylvania location arrives as the workplace comedy, which stopped airing over a decade ago, continues to resonate strongly with consumers.
By Sara Karlovitch • March 31, 2025 -
Courtesy of PepsiCo
PepsiCo names new US beverages CMO amid soda category disruption
Mark Kirkham, a 14-year company veteran, is taking over the role long held by Greg Lyons as PepsiCo ramps up a focus on better-for-you offerings.
By Peter Adams • March 31, 2025 -
Courtesy of Hellmann’s
Hellmann’s turns ketchup into currency to push mayo, fries combo
Consumers can use the cameras on their mobile devices to scan spare ketchup packets and generate a coupon for Hellmann’s Mayonnaise.
By Jessica Deyo • March 31, 2025 -
Courtesy of Danone
Q&ADanone’s CMO on adapting advertising as GLP-1 upends the food industry
Linda Bethea details how the marketer of brands including Oikos and Silk is approaching artificial intelligence and emerging channels like Pinterest.
By Chris Kelly • March 31, 2025
