Brand Strategy
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Courtesy of Miracle-Gro
ColumnCampaign Trail: Miracle-Gro invites gardeners to have a ‘Full Bush Summer’
Inspired by a cultural trend that spans social and traditional media, the edgy campaign began as an idea from The Martin Agency.
By Chris Kelly • Aug. 1, 2025 -
Courtesy of Chipotle
Chipotle turns up the heat on summer marketing with Snapchat
As part of its marketing activations around National Avocado Day, the chain also continues to push its first seasonal rewards promotion.
By Aaron Baar • July 31, 2025 -
Explore the Trendline➔
zhuweiyi49 via Getty Images
TrendlineTop 5 stories from Marketing Dive
From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here’s a look at key trends driving marketing in 2025.
By Marketing Dive staff -
Courtesy of Shake Shack
Shake Shack to spend more on ads to sustain sales growth
CEO Rob Lynch said the brand should embrace a more aggressive marketing strategy to set it apart from fast food burger chains.
By Aneurin Canham-Clyne • July 31, 2025 -
Courtesy of The Walt Disney Company
Disney touts brand tie-ups, multi-platform reach for ‘Project Runway’
Brands including Calia by Dick’s Sporting Goods, Ulta Beauty and PNC Bank will have appearances on the show on Freeform, Disney+ and Hulu.
By Jessica Hammers • July 31, 2025 -
Courtesy of Kraft Heinz
Lunchables boasts its cool factor for back-to-school campaign
“The Lunchables Effect” is the brand’s first big marketing push in several years as Kraft Heinz plans to ramp up marketing spend in the second half.
By Sara Karlovitch • July 31, 2025 -
Scott Olson via Getty Images
Starbucks CEO cites marketing as a bright spot of turnaround efforts
The chain is planning “significant” improvements to its rewards program for early 2026 to help grow loyalty, brand love and engagement.
By Chris Kelly • July 30, 2025 -
Permission granted by Doritos
Doritos parodies retro adult films to promote new spicy chip flavor
Walton Goggins stars as a clueless plumber in innuendo-laced content that supports Doritos Golden Sriracha, the brand’s potential next “mega-flavor.”
By Peter Adams • July 30, 2025 -
Retrieved from McDonald’s on July 24, 2025
How McDonald’s dug into nostalgia and reignited the chicken wars
The return of the chain’s Snack Wrap has spurred competitors including Popeyes and Taco Bell to launch and advertise around similar offerings.
By Chris Kelly • July 28, 2025 -
Courtesy of Sprite
Why Sprite extended ‘Obey Your Thirst’ with Super Bowl MVP Jalen Hurts
In its latest play at the intersection of sports and culture, the Coca-Cola brand gets ready for football season with its first NFL athlete partner.
By Chris Kelly • July 28, 2025 -
Courtesy of PepsiCo
Starry ties free soda to hot temps as extreme weather sways marketing
The PepsiCo brand is offering 100% cash back on a purchase once temperatures top 100 degrees as it ramps up competition with Sprite.
By Peter Adams • July 25, 2025 -
Courtesy of Kraft Heinz
Velveeta says ‘Respect the Drip’ for first major campaign in 2 years
The Kraft Heinz brand is shifting away from its long-running “La Dolce Velveeta” platform in favor of bolder creative and a culture-first mindset.
By Jessica Hammers • July 24, 2025 -
Permission granted by Wendy’s
Wendy’s marketing embraces the macabre with ‘Wednesday’ collaboration
The chain’s pigtail-sporting mascot is swapped for scowling Wednesday Addams for a limited-time meal collaboration and in-app mobile game.
By Peter Adams • July 23, 2025 -
Courtesy of American Eagle
Why American Eagle tapped Sydney Sweeney for its priciest campaign yet
The effort spotlights the retailer’s jeans through activations spanning social media, including an artificial intelligence-powered Snapchat try-on experience.
By Jessica Hammers • July 23, 2025 -
Scott Olson via Getty Images
Coca-Cola leaned on marketing to navigate choppy economic waters in Q2
Campaigns like the relaunch of “Share a Coke” spurred growth around the globe, executives from the CPG giant said during an earnings call.
By Chris Kelly • July 22, 2025 -
Courtesy of Cheetos
Cheetos receives a hand from Netflix’s ‘Wednesday’ in mischievous new ads
Thing, a skittering appendage known for causing chaos, is taking on the mascot role usually held by Chester Cheetah for a limited time.
By Peter Adams • July 22, 2025 -
Courtesy of JCPenney
JCPenney builds on promising brand push with ‘Back-to-It’ campaign
The campaign, with creative by Mischief and paid media by DentsuX, includes buys on podcasts like “Good Hang” and a TikTok Branded Mission.
By Chris Kelly • July 21, 2025 -
Courtesy of Mondelēz International
Chips Ahoy links with ‘Stranger Things’ for AR game, themed cookie
The brand is inviting fans of the Netflix series to enter the Upside Down via on-pack QR codes to find cookies that translate into real-life prizes.
By Jessica Hammers • July 21, 2025 -
Courtesy of Dude Wipes
ColumnCampaign Trail: Dude Wipes clears up the evolution of wiping
CMO Ryan Meegan explains how the flushable wipe brand’s latest effort represents a course correction from its previous ads.
By Chris Kelly • July 18, 2025 -
Retrieved from Sun Bum on July 15, 2025
How Sun Bum’s loyalty program leaves ‘punch card land’ and builds community
The marketer of sun care products built a platform that turns consumer actions and user-generated content into opportunities for brand engagement.
By Chris Kelly • July 17, 2025 -
Courtesy of CeraVe
How CeraVe built a $2B brand by blending education and entertainment
The L’Oréal-owned brand has become a global phenomenon by tapping both dermatologists and influencers to broadcast its bona fides.
By Chris Kelly • July 17, 2025 -
Courtesy of U.S. Bank
Inside US Bank’s ad integration with Netflix’s ‘Happy Gilmore 2’
CMO Michael Lacorazza explains how teaming with the Adam Sandler sequel and production company Happy Madison helps the bank reach consumers.
By Chris Kelly • July 16, 2025 -
Courtesy of Pacsun
Pacsun spotlights mall culture for denim campaign targeting Gen Z
“Denim Days” nods to the younger cohort’s interest in shopping malls and will include a presence around TikTok Shop’s Super Brand Day event.
By Jessica Hammers • July 16, 2025 -
Courtesy of JanSport
Why JanSport revived its cringeworthy back-to-school ads to reach Gen Z
The backpack maker’s TikTok-focused effort returns for a second year after an initial run led to the brand’s highest grossing sales day in history.
By Jessica Hammers • July 15, 2025 -
Permission granted by Kentucky Fried Chicken
KFC’s new take on Colonel Sanders is serious about its ‘Comeback Era’
The Yum Brands chain’s new campaign features gritty creative, developed with agency Highdive, that captures the high-stakes vibe as “The Bear.”
By Peter Adams • July 14, 2025 -
Courtesy of Roku
‘Superman’ takes over Roku with first-to-market search integrations
The integration includes key placements on the CTV platform, a voice query activation and a content hub all themed around the DC superhero blockbuster.
By Peter Adams • July 11, 2025
