Brand Strategy
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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 -
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 Hellmann’s
Hellmann’s turns ketchup into currency to push mayo, fries combo
“Ketchup Currency” includes a casino-inspired microsite where consumers can scan their spare ketchup packets to earn a coupon for Hellmann’s mayo.
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 emerging channels and artificial intelligence.
By Chris Kelly • March 31, 2025 -
FRAME Studios
Sponsored by GSTVAmplify campaign reach and avoid the retail media tax with on-the-go video advertising
How to leverage a more efficient method for your ad spend and maximize your consumer reach.
March 31, 2025 -
Retrieved from First We Feast on March 20, 2025
How Jack in the Box is working its brand into ‘Hot Ones,’ ‘Call Her Daddy’
Agency TBWA\Chiat\Day Los Angeles is looking beyond quirky TV ads to drive cultural impact for a new “So Munch More” brand platform.
By Chris Kelly • March 28, 2025 -
Courtesy of California Pizza Kitchen
Why California Pizza Kitchen faked a midlife crisis with a rebrand stunt
CMO Dawn Keller explains why a social-first approach is required for a brand that doesn’t have a massive advertising budget.
By Chris Kelly • March 27, 2025 -
Courtesy of Gap
Gap Inc. CEO: ‘If you’re relevant enough it eventually drives revenue’
The flagship brand has been working to insert itself back into the cultural conversation with dance-focused ads starring Troye Sivan and Parker Posey.
By Cara Salpini • March 26, 2025 -
Courtesy of The Coca-Cola Company
Coke refreshes ‘Share a Coke’ to reach Gen Z with digital experiences
The effort includes a QR code-powered digital hub and a digital experience that can help consumers create and share videos.
By Chris Kelly • March 26, 2025 -
Permission granted by Twix
Twix ditches left-right divide for new brand position around unity
The $70 million effort acknowledges young consumers are sick of polarization and capitalizes on the growing fondness for maximalism.
By Peter Adams • March 26, 2025 -
Courtesy of Walmart
Walmart builds gaming experience, merch tied to ‘A Minecraft Movie’
The launch of a Minecraft Java server and accompanying Discord presence allows consumers to interact with the retailer in an immersive way.
By Sara Karlovitch • March 25, 2025 -
Courtesy of JCPenney
JCPenney embraces social-first marketing with VaynerMedia hire
The department store chain will take advantage of services like a social influencer seeding offering intended to boost relevance.
By Peter Adams • March 25, 2025 -
Courtesy of H&M
Inside H&M’s digital relaunch and approach to multichannel experiences
Head of Digital Jenn Volk explains how the retailer reimagined digital to increase brand storytelling around moments like its Charli XCX collaboration.
By Chris Kelly • March 25, 2025 -
Courtesy of Estée Lauder
Estée Lauder dupes beauty sleep with Kristen Bell for global campaign
The effort promotes the brand’s Advanced Night Repair Serum as a solution for poor sleepers and will span digital, social media and retail platforms.
By Jessica Deyo • March 24, 2025 -
Courtesy of Corona
Corona embodies the spirit of the beach in new brand platform
Set to premiere on MLB’s opening day, “La Playa Awaits” features extensive sports integrations and embraces Mexican beach culture.
By Sara Karlovitch • March 24, 2025 -
Permission granted by McDonald’s
McDonald’s mascots land in Minecraft to tap into video game fandom
New ads, meal collectibles and in-game skins see McDonaldland icons get “blockified” in anticipation of the Minecraft movie adaptation.
By Peter Adams • March 21, 2025 -
Retrieved from Hostess on March 20, 2025
Hostess speaks the language of snacks with pun-heavy brand platform
The campaign, which follows a packaging overhaul, includes activations aimed at driving cultural impact, such as one timed to weed holiday 4/20.
By Peter Adams • March 20, 2025 -
Courtesy of Pizza Hut
Pizza Hut introduces second-screen mobile companion for March Madness
The digital experience can be accessed via Instagram and leverages Meta AI to dish out real-time game reactions, hot takes and exclusive offers.
By Aaron Baar • March 20, 2025 -
Courtesy of Puma
Inside Puma’s new brand positioning and largest global campaign to date
The sportswear company will increase marketing investments by 40% in support of a campaign, “Go Wild,” that was created by Adam&eveDDB.
By Chris Kelly • March 20, 2025 -
Courtesy of Unilever
How Unilever’s AI marketing bets are increasing production efficiency
The CPG’s beauty and well-being group was the first to pilot technology that has also delivered an increase in purchase intent for some brands.
By Peter Adams • March 19, 2025 -
Courtesy of Nature’s Sunshine
How Nature’s Sunshine cuts through ‘label candy’ in the supplement space
The pioneering purveyor of herbal supplements relied on agency partner Crispin to create its first integrated brand platform.
By Chris Kelly • March 19, 2025 -
Authenticated News/Archive Photos/Getty Images via Getty Images
Macy’s cracks into scripted TV as brand, entertainment converge
The retailer has secured the exclusive option to adapt a nonfiction bestseller that profiles the women who shaped department stores.
By Peter Adams • March 18, 2025 -
Courtesy of The Coca-Cola Company
Coke Zero Sugar applauds sports fans’ hard work in March Madness campaign
The brand is extending its “Best Coke Ever?” platform with an effort spanning TV, out-of-home, experiential and a Coke Zero Sugar Thirsty Fan Cam.
By Jessica Deyo • March 18, 2025 -
Courtesy of Icy Hot
Why Icy Hot evolved from function to fun in first work by The Martin Agency
Brand ambassador Shaquille O’Neal embraces a new role as the leader of “The Comeback Cavalry” in a campaign aimed at everyday athletes.
By Chris Kelly • March 18, 2025 -
Courtesy of Poppi
PepsiCo buys prebiotic soda brand Poppi for nearly $2B
The deal boosts the food and beverage giant’s health-focused portfolio as consumers demand more better-for-you options.
By Chris Casey • March 17, 2025
