Brand Strategy
-
Courtesy of Olipop
Olipop appeals to young men with SpongeBob flavor, Roblox experience
Players within the existing SpongeBob Tower Defense game in Roblox can collect cans of the new Pineapple Paradise flavor as an in-game reward.
By Jessica Hammers • Aug. 7, 2025 -
Permission granted by Taco Bell/Diversified Restaurant Group
How Yum Brands predicts the ‘it’ beverage of the future
Yum Brands CMO Ken Muench explains how the company knows, years ahead of time, which flavors it will pursue for beverage innovation.
By Aneurin Canham-Clyne • Aug. 7, 2025 -
Explore the Trendline➔
zhuweiyi49 via Getty Images
TrendlineTop 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 -
Courtesy of Carl’s Jr.
How Carl’s Jr. built on big game success with social star Alix Earle
The fast-food chain has featured the TikTok personality in a series of campaigns that harken back to the racy ads it ran over a decade ago.
By Chris Kelly • Aug. 6, 2025 -
Courtesy of Kellanova
Why Kellanova’s snack brands inked first sports deal as a group
Ahead of the 2026 FIFA World Cup, the Cheez-It and Pop-Tarts marketer has teamed with U.S. Soccer, the governing body for MLS and the NWSL.
By Chris Kelly • Aug. 6, 2025 -
Courtesy of Anthropologie
Anthropologie upgrades Maeve private label to stand-alone brand
A robust marketing strategy includes an ad campaign across digital and physical channels, a Substack newsletter, an in-person event and more.
By Tatiana Walk-Morris • Aug. 5, 2025 -
Courtesy of McDonald’s
McDonald’s brings back McDonaldland to unlock consumers’ ‘core memories’
The fast-food chain’s latest nostalgic campaign features Ronald McDonald and friends for the first time in more than 20 years.
By Chris Kelly • Aug. 5, 2025 -
Jenn Goodman/Marketing Dive
How Kroger built a sonic ecosystem into its multichannel brand platform
The grocery giant teamed with Made Music Studio to expand on existing brand elements and engage with evolving consumers.
By Chris Kelly • Aug. 5, 2025 -
Courtesy of Liquid Death
Liquid Death brings guillotines to fantasy football with Yahoo Sports
The edgy canned water brand digitally beheads fantasy football players in a collaboration with a leading platform for the popular game.
By Chris Kelly • Aug. 4, 2025 -
Permission granted by Columbia Sportswear
Columbia slams ‘pristine’ outdoors marketing with new brand platform
Looking to cut through category sameness, “Engineered for Whatever” leverages dark humor and grit to show how Columbia’s gear is tested.
By Peter Adams • Aug. 4, 2025 -
Courtesy of Domino’s Pizza
How Domino’s new ads hit at fast food burger chains in fight over value
New spots visualize how a slice of pizza stacks up to a similarly priced slice of a burger to boost a long-standing deal and reach value-focused consumers.
By Chris Kelly • Aug. 4, 2025 -
Courtesy of Miracle-Gro
ColumnCampaign Trail: Miracle-Gro invites gardeners to have a ‘Full Bush Summer’
Inspired by a cultural trend that spans social and traditional media, the edgy campaign began as an idea from The Martin Agency.
By Chris Kelly • Aug. 1, 2025 -
Courtesy of Chipotle
Chipotle turns up the heat on summer marketing with Snapchat
As part of its marketing activations around National Avocado Day, the chain also continues to push its first seasonal rewards promotion.
By Aaron Baar • July 31, 2025 -
Courtesy of Shake Shack
Shake Shack to spend more on ads to sustain sales growth
CEO Rob Lynch said the brand should embrace a more aggressive marketing strategy to set it apart from fast food burger chains.
By Aneurin Canham-Clyne • July 31, 2025 -
Courtesy of The Walt Disney Company
Disney touts brand tie-ups, multi-platform reach for ‘Project Runway’
Brands including Calia by Dick’s Sporting Goods, Ulta Beauty and PNC Bank will have appearances on the show on Freeform, Disney+ and Hulu.
By Jessica Hammers • July 31, 2025 -
Courtesy of Kraft Heinz
Lunchables boasts its cool factor for back-to-school campaign
“The Lunchables Effect” is the brand’s first big marketing push in several years as Kraft Heinz plans to ramp up marketing spend in the second half.
By Sara Karlovitch • July 31, 2025 -
Scott Olson via Getty Images
Starbucks CEO cites marketing as a bright spot of turnaround efforts
The chain is planning “significant” improvements to its rewards program for early 2026 to help grow loyalty, brand love and engagement.
By Chris Kelly • July 30, 2025 -
Permission granted by Doritos
Doritos parodies retro adult films to promote new spicy chip flavor
Walton Goggins stars as a clueless plumber in innuendo-laced content that supports Doritos Golden Sriracha, the brand’s potential next “mega-flavor.”
By Peter Adams • July 30, 2025 -
Retrieved from McDonald’s on July 24, 2025
How McDonald’s dug into nostalgia and reignited the chicken wars
The return of the chain’s Snack Wrap has spurred competitors including Popeyes and Taco Bell to launch and advertise around similar offerings.
By Chris Kelly • July 28, 2025 -
Courtesy of Sprite
Why Sprite extended ‘Obey Your Thirst’ with Super Bowl MVP Jalen Hurts
In its latest play at the intersection of sports and culture, the Coca-Cola brand gets ready for football season with its first NFL athlete partner.
By Chris Kelly • July 28, 2025 -
Courtesy of PepsiCo
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 -
Courtesy of Kraft Heinz
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 -
Permission granted by Wendy’s
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 -
Courtesy of American Eagle
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 -
Scott Olson via Getty Images
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 -
Courtesy of Cheetos
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
