Brand Strategy

  • 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 usually grinning founder-turned-mascot has taken on a scowl to ensure the Yum Brands chain gets serious about winning back market share. 

    By • July 14, 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
  • 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
  • Puma Fortnite collaboration
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    Courtesy of Puma
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    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 • July 2, 2025
  • Delivered to Sephora campaign
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    Courtesy of Sephora
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    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 • July 2, 2025
  • Powerade Xtra Sour
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    Courtesy of Powerade
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    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 • July 2, 2025
  • A Star Wars fan dressed as a jedi holds up a blue lightsaber toy
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    Permission granted by The Coca-Cola Company
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    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 • July 1, 2025
  • Over the shoulder angle of a young gamer playing a video game on personal computer in a neon lit living room at home.
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    gorodenkoff via Getty Images
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    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 • June 30, 2025
  • Image of Seventh Generation products.
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    Jesse Grant via Getty Images
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    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 • June 30, 2025
  • A student sits at a school desk in an back-to-school ad from Target
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    Permission granted by Target
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    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 • June 30, 2025
  • Actor Freddie Prinze Jr, wearing a dark gray shirt,, boards a window shut with wooden planks in a video for DoorDash.
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    Permission granted by DoorDash
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    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 • June 27, 2025
  • Neutrogena
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    Courtesy of Neutrogena
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    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 • June 27, 2025
  • "The Bear" actress Liza Colón-Zayas for Vital Farms.
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    Courtesy of Vital Farms
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    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 • June 26, 2025
  • Music producer Mustard poses with Heinz product as part of a 2025 campaign.
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    Courtesy of Kraft Heinz
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    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 • June 25, 2025
  • Olipop's nostalgic suites within the Austin Motel as part of its 2025 summer campaign.
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    Courtesy of Olipop
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    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 • June 24, 2025
  • A row of flags branded with luxury names flies on storefronts on a sunny day.
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    IR_Stone via Getty Images
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    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