Brand Strategy
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Q&A
How the National Women’s Soccer League embraces its challenger brand DNA
Chief Marketing and Commercial Officer Julie Haddon explains how the league is breaking barriers with brand deals like one with E.l.f. Cosmetics.
By Chris Kelly • March 14, 2025 -
DraftKings sings along to ‘The Gambler’ in responsible gaming push
The gambling company’s multimillion-dollar effort pairs a Kenny Rogers classic with branding support from the NFL, NBA and the PGA Tour.
By Chris Kelly • March 14, 2025 -
Explore the Trendline➔
FreshSplash via Getty ImagesTrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Q&A
Morgan Stanley’s CMO on bringing brand purpose to life through sports
The exec details a deal with basketball league Unrivaled and shares lessons learned from the brand’s 10 years at the PGA’s Players Championship.
By Chris Kelly • March 13, 2025 -
Marketing leaders share how consumer backlash strengthened their brands
Speaking at a Female Quotient event during SXSW, Jaguar Land Rover’s U.S. CMO discussed navigating the response to a recent rebrand.
By Peter Adams • March 13, 2025 -
Estée Lauder continues generative AI push with Adobe integration
The marketer will bring Adobe Firefly Services into its existing Adobe Creative Cloud workflows to increase efficiency and accelerate campaign execution.
By Chris Kelly • March 12, 2025 -
Q&A
How State Farm pivoted its Super Bowl ad to March Madness and beyond
The insurer and agency Highdive developed a Batman-powered campaign that was originally meant to kick off during the big game.
By Chris Kelly • March 11, 2025 -
Retrieved from YouTube on March 10, 2025
Clorox tests emotional response to cleaning for new brand platform
Consumers’ response to cleaning versus feel-good activities was measured by Emotiv for creative spanning TV, influencers and social media.
By Jessica Deyo • March 11, 2025 -
Rare Beauty CMO on winning Gen Z through community-oriented marketing
The brand spent years building up its social media fandom before launching a major ad campaign, CMO Katie Welch said at SXSW.
By Peter Adams • March 11, 2025 -
Priceline tells Gen Z travelers to stop ‘dreamscrolling’ in new ads
The travel site’s campaign kicks off with a basketball-themed spot and DraftKings partnership to encourage consumers to book their dream trips.
By Jessica Deyo • March 10, 2025 -
Retrieved from Coca-Cola on March 05, 2025Q&A
What Coca-Cola has learned on its generative AI journey so far
Pratik Thakar, head of generative AI for The Coca-Cola Company, explains how the beverage giant is applying the tech throughout its organization.
By Chris Kelly • March 10, 2025 -
How cult brands like Crocs, Southwest see influencer marketing evolving
Executives at SXSW described how the channel can be more successful than traditional advertising in the quest to woo Gen Z consumers.
By Peter Adams • March 10, 2025 -
NWSL lands podcast star Alex Cooper’s Unwell Hydration as sponsor
The “Call Her Daddy” host’s beverage brand is supporting pop-ups and an official fan community as part of the deal with the women’s soccer league.
By Peter Adams • March 7, 2025 -
Column
Campaign Trail: How Hollywood stunt pros pulled off an Oscars ad stunt
Samsung, L’Oréal and Carnival were among the brands featured in ads created by Disney Advertising, Kimmelot and Maximum Effort.
By Chris Kelly • March 7, 2025 -
Papa Johns invites pizza fans to ‘Meet the Makers’ for TV, social ads
Handled by the Martin Agency, the chain’s first work under CMO Jenna Bromberg includes tie-ups with food influencers and real team members.
By Jessica Deyo • March 6, 2025 -
Why Bombay Sapphire is using DJ sets and office happy hours to push gin
In the latest iteration of “Tastes Like It’s Friday,” lifestyle creators will be tasked with breaking down misconceptions about gin.
By Chris Kelly • March 6, 2025 -
Modelo’s college basketball ad spend jumps 48% as championship fever hits
The brand looks to its ongoing “Mark of a Fighter” campaign to continue driving growth after becoming the top-selling U.S. beer in 2023.
By Sara Karlovitch • March 5, 2025 -
5 Oscars advertisers unite for multi-ad ode to stunt work
The largest such ad stunt in the award show’s history was shot in Los Angeles following wildfires that have devastated the film industry.
By Peter Adams • March 4, 2025 -
Saucony celebrates intersection of running and culture for global ads
“Run as One” showcases the sense of connection captured when individuals run together and includes events like coffee shop residencies.
By Jessica Deyo • March 4, 2025 -
How instant-ramen marketer Samyang built Gen Alpha’s favorite brand
The maker of Buldak has quickly ramped up an agile marketing team in the U.S. to turn popularity on social media into real-life results.
By Chris Kelly • March 3, 2025 -
Why Sprite is making Chill a permanent part of its brand portfolio
Sprite brand director Kate Schaufelberger details how last year’s sales benchmarks made the shift from LTO to permanent addition a “no-brainer.”
By Chris Kelly • March 3, 2025 -
Retrieved from DSW on February 26, 2025
How DSW’s CMO is overhauling the brand for a new age of retail
Sarah Crockett detailed her approach to rehabilitating the brand during a keynote presentation at the eTail Palm Springs conference.
By Chris Kelly • Feb. 28, 2025 -
WeWard lines up Venus Williams to stand out in fitness app crowd
Venus Williams has signed on as an investor and brand ambassador for the app, which incentivizes walking by offering rewards.
By Aaron Baar • Feb. 27, 2025 -
Walmart weds gaming, commerce closer together with interactive series
Walmart Unlimited’s commerce hub is powered by a new software development kit the retailer hopes to bring to other Unity-based games.
By Peter Adams • Feb. 27, 2025 -
Retrieved from SkinnyPop on February 26, 2025
SkinnyPop shows off brand refresh in comedic campaign with Jennifer Aniston
The “Popular for a Reason” campaign leverages Hershey’s advertising partnerships for maximum reach and includes an Oscars integration.
By Sara Karlovitch • Feb. 27, 2025 -
Gap and Parker Posey celebrate self-expression in spring campaign
“Feels like Gap” sees the actress star in a 90-second spot that will be amplified across digital, social media and out-of-home channels.
By Jessica Deyo • Feb. 27, 2025