Brand Strategy


  • PepsiCo's Starry
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    Courtesy of PepsiCo
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    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 July 25, 2025
  • Velveeta's "Respect the Drip" campaign imagery
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    Courtesy of Kraft Heinz
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    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 July 24, 2025
  • Artificial intelligence helping businessman make strategy and forecast. Explore the Trendline
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    zhuweiyi49 via Getty Images
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    Trendline

    Top 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 Meal of Misfortune collaboration with "Wednesday" is displayed against a purple backdrop
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    Permission granted by Wendy’s
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    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 July 23, 2025
  • Sydney Sweeney for American Eagle's fall 2025 campaign, "Sydney Sweeney Has Great Jeans."
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    Courtesy of American Eagle
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    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 July 23, 2025
  • A row of Coca-Coca soda bottles
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    Scott Olson via Getty Images
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    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 July 22, 2025
  • Cheetos' Wednesday campaign
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    Courtesy of Cheetos
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    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 July 22, 2025
  • A woman and two girls walk back to school in a JCPenney ad
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    Courtesy of JCPenney
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    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 July 21, 2025
  • Chips Ahoy limited-edition "Stranger Things" packaging
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    Courtesy of Mondelēz International
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    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 July 21, 2025
  • Man holds Dude Wipes in a space-themed museum exhibit
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    Courtesy of Dude Wipes
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    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 July 18, 2025
  • Sun Bum Club
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    Retrieved from Sun Bum on July 15, 2025
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    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 July 17, 2025
  • Dr. Dustin Portela for CeraVe
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    Courtesy of CeraVe
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    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 July 17, 2025
  • U.S. Bank branding in Happy Gilmore 2
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    Courtesy of U.S. Bank
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    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 July 16, 2025
  • Pacsun's "Denim Days" campaign imagery
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    Courtesy of Pacsun
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    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 July 16, 2025
  • JanSport campaign imagery for it's "Always With You" campaign.
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    Courtesy of JanSport
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    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 July 15, 2025
  • A pedestrian strolls by a KFC ad that shows Colonel Sanders scowling.
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    Permission granted by Kentucky Fried Chicken
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    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 July 14, 2025
  • Superman microsite on Roku
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    Courtesy of Roku
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    ‘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 July 11, 2025
  • Sprite Hurts So Good campaign image
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    Courtesy of Sprite
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    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 July 10, 2025
  • State Farm Gamerhood physical challenge
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    Courtesy of State Farm
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    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 July 9, 2025
  • State Farm mascot Jake from State Farm stands with influencer Kai Cenat outside while on set for the brand's "Batman vs. Bateman" campaign.
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    Courtesy of State Farm
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    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 , July 8, 2025
  • U.S. President Donald Trump is displayed on a television screen as traders work on the floor of the New York Stock Exchange.
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    Spencer Platt via Getty Images
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    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 July 8, 2025
  • A young woman eats Ben's Original rice after moving in
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    Retrieved from Ben’s Original on July 08, 2025
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    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 July 8, 2025
  • People pose with the Wall Street Bull in the financial district in Manhattan on June 14, 2022 in New York City.
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    Spencer Platt via Getty Images
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    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 July 8, 2025
  • Unilever IPG Studios
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    Courtesy of Unilever
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    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 July 7, 2025
  • A black "Lululemon" sign features the red and white brand logo and white lettering, hanging in front of a leafy tree.
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    Daphne Howland/Marketing Dive
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    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
  • Samuel L. Jackson for Adidas Originals
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    Courtesy of Adidas
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    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 July 7, 2025