Brand Strategy
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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 Peter Adams , Jessica Deyo • 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 -
Explore the Trendline➔
sefa ozel via Getty ImagesTrendlineAI and Marketing Data
Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data.
By Marketing Dive staff -
Retrieved from Ben’s Original on July 08, 2025
Ben’s Original refreshes identity 5 years after dropping ‘Uncle’
The ready-to-heat rice marketer, previously known as Uncle Ben’s, is also launching a new platform that shows how it unites people over dinner.
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 -
Puma brings popular shoes to Fortnite as sportswear marketing evolves
The brand, which recently launched its largest marketing campaign yet, is setting up an in-game shop that will feature new releases on an ongoing basis.
By Peter Adams • July 2, 2025 -
Sephora doles out Lyft credits to transport shoppers to its stores
“Delivered to Beauty” will be active in five major U.S. cities from July 7-10, overlapping with Amazon’s Prime Day shopping bonanza.
By Jessica Deyo • July 2, 2025 -
Powerade powers up user-generated content challenge on TikTok
The Coca-Cola brand is using the platform’s Branded Mission offering to drive social media buzz around new Xtra Sour flavors.
By Sara Karlovitch • July 2, 2025 -
Coke brings personalized touch to Disney ‘Star Wars’ collaboration
“Refresh Your Galaxy” was made by WPP’s bespoke Open X agency for Coke in collaboration with Disney and features an AR experience.
By Peter Adams • July 1, 2025 -
IAB standardizes gaming campaign measurement with new framework
The resource outlines standard gaming ad formats across media types like digital, video and audio and explains the must-have metrics available for each.
By Jessica Deyo • June 30, 2025 -
Seventh Generation hires CMO who helped build Kinder brand in US
Shalini Stansberry is focused on continuing to bring new consumers to Seventh Generation after winning Gen Z’s favor at Kinder Snacking.
By Peter Adams • June 30, 2025 -
How Target is tackling back-to-school marketing with dual campaigns
Two new efforts feature tactics like influencer marketing as the big-box store prioritizes promoting value and an on-trend product assortment.
By Peter Adams • June 30, 2025 -
DoorDash parodies horror classics in pitch to budget-crunched parents
A campaign around Summer of DashPass savings stars Freddie Prinze Jr. and Ali Larter in content that apes movies like “Final Destination.”
By Peter Adams • June 27, 2025 -
Column
Campaign Trail: Neutrogena’s ’90s nostalgia pulls the rug on aging consumers
The Kenvue brand hopes to engage consumers that have flocked to platforms like TikTok, where #SkinTok has racked up more than 4 billion posts,
By Chris Kelly • June 27, 2025 -
Vital Farms cooks up sponsorship, custom ad for Hulu hit ‘The Bear’
The pasture-raised eggs brand teamed with cast member Liza Colón-Zayas for a spot that will air ahead of each episode of the series’ latest season.
By Jessica Deyo • June 26, 2025 -
Heinz and hip-hop producer Mustard drop new sauce at Buffalo Wild Wings
To support the effort, Heinz will share social videos featuring Mustard’s “yell” soundbite from inside the restaurant chain.
By Jessica Deyo • June 25, 2025 -
Olipop turns fans into influencers for pennies with PR boxes on Amazon
The better-for-you soda brand is also inviting consumers to the Austin Motel, which has been transformed to include three nostalgic, Olipop-themed suites.
By Jessica Deyo • June 24, 2025 -
Luxury brands face global, generational challenges, report says
Shifting attitudes toward luxury have created an opening for newer, more agile and culturally relevant brands to make inroads.
By Aaron Baar • June 23, 2025 -
Unilever acquires Dr. Squatch, valuing brand’s viral marketing to Gen Z men
The DTC grooming upstart was praised by Unilever for its social-first approach, which has recently included racy ads with Sydney Sweeney.
By Peter Adams • June 23, 2025 -
How Liquid I.V.’s marketing supports its growth surge
As it looks to become a $1 billion business, the hydration line recently took over Times Square to establish 4 p.m. as “I.V. O’Clock.”
By Chris Kelly • June 23, 2025 -
How ditching Pride now could hurt brands later
Some retailers that once wholeheartedly celebrated and supported the LGBTQ+ community have pulled away. What if they want to rejoin the party?
By Daphne Howland • June 23, 2025 -
Southwest argues seating policy changes are NBD in cheeky new ads
A new campaign uses tongue-in-cheek humor to emphasize that the carrier is not reinventing the wheel in ditching a decades-old open seating approach.
By Peter Adams • June 20, 2025 -
Uber Advertising brings Ride Offers to international markets
Molson Coors was among the first to see success from the solution, which allows brands to reward Uber passengers with offers on their next trip.
By Aaron Baar • June 20, 2025