Brand Strategy
-
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 -
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 -
Explore the Trendline➔
zhuweiyi49 via Getty ImagesTrendlineTop 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 -
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 -
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 -
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 -
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 -
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 -
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 -
Column
Campaign 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 -
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 -
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 -
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 -
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 -
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 -
‘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 -
Sprite leans into Gen Z’s love for spicy flavors with global campaign
Along with out-of-home and social media activations, the Coca-Cola brand teamed with TikTok for an interactive filter for the “Hurts Real Good” push.
By Chris Kelly • July 10, 2025 -
How State Farm is stepping up its gaming-focused reality series
The brand is boosting its decade-long investment in gaming by bringing new talent and improved production to the fourth season of “Gamerhood.”
By Chris Kelly • July 9, 2025 -
Deep Dive
7 successful marketing campaigns that met 2025’s chaos with determination
As marketers rushed to respond to new tariffs, outside-the-box brand refreshes, classic TV ads and other tactics helped set them apart.
By Peter Adams , Jessica Hammers • July 8, 2025 -
Deep Dive
How CMOs tackled challenges in H1 2025 — and what they must do next
Already beleaguered CMOs are being forced to be more agile than ever in the face of a new round of challenges like trade wars and artificial intelligence.
By Chris Kelly • July 8, 2025 -
Retrieved from Ben’s Original on July 08, 2025
Ben’s Original refreshes identity 5 years after dropping ‘Uncle’
The marketer, previously known as Uncle Ben’s, partnered with agency JKR to update its brand identity to be more consistent and distinctive.
By Peter Adams • July 8, 2025 -
How marketers can respond with empathy to consumer tariff shocks
New Gartner research emphasizes the importance of empathetic messaging and building “permission structures” that convince people it’s okay to buy.
By Peter Adams • July 8, 2025 -
Unilever debuts AI-driven design unit to wean brands off TV-first model
Developed with IPG Studios, Sketch Pro aims to deliver social-first content three times faster with help from AI tools like Google’s Veo 3.
By Peter Adams • July 7, 2025 -
Can Lululemon make a federal case out of ‘dupe culture’?
In a lawsuit against Costco over a variety of apparel designs, the athleisure brand laments the proliferation of “LululemonDupes” on social media.
By Daphne Howland • July 7, 2025 -
Adidas unites superstars across music, sports, fashion in culture play
Produced by Johannes Leonardo, the campaign celebrates the Superstar sneaker and features Samuel L. Jackson, Missy Elliott and more.
By Chris Kelly • July 7, 2025