Brand Strategy
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Hard Rock rolls out global loyalty program across hotels, retail, casinos
In a multimillion-dollar campaign for the launch, celebrities Shakira, John Legend, Lionel Messi and Noah Kahan plugged member benefits.
By Noelle Mateer • May 9, 2024 -
Starburst taps gen AI for campaign that is ‘Different Every Time’
The Mars candy brand’s first major campaign in 12 years will span TV, online and social and includes a Snapchat AR lens and a Spotify activation.
By Chris Kelly • May 9, 2024 -
Trendline
Top 5 stories from Marketing Dive
A look at how areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.
By Marketing Dive staff -
Gap names new global CMO amid push to revitalize brand
Fabiola Torres joins the retailer from PepsiCo and was lauded for her ability to connect with globally diverse consumers.
By Peter Adams • May 8, 2024 -
Absolut combats AI bias in fashion with 10K diverse image prompts
The Pernod Ricard brand teamed with Copy Lab to generate inclusive, free-to-use imagery in an attempt to train AI to become less biased.
By Jessica Deyo • May 7, 2024 -
Impossible Foods’ Americana ads address the meat problem — with more meat
The plant-based brand’s first campaign under a new visual identity targets meat eaters looking for options that are better for public health and the planet.
By Chris Kelly • May 6, 2024 -
Liquid I.V. refreshes brand to stand out in evolving hydration market
The Unilever brand's new visual identity is accompanied by a lively 60-second spot in which two hikers fly as if propelled by water-powered rocket boots.
By Chris Kelly • May 3, 2024 -
Heineken transforms laundromats into late-night sports viewing spots
“LaundroMatch” targets UEFA Champions League fans in South Korea who watch live matches in the early morning hours when sports bars are closed.
By Aaron Baar • May 2, 2024 -
Skittles raffles off rent-free NYC micro-apartment
The apartment sweepstakes promotes a new Littles product and coincides with the launch of new global branding by the candy company.
By Sara Karlovitch • May 2, 2024 -
How McDonald’s and Burger King diverge on value-driven messaging
Price-conscious consumers are forcing the QSR giants down different paths around how to advertise value and invest in their marketing.
By Chris Kelly • May 1, 2024 -
Why video is key to Roblox’s evolving advertising strategy
The wide rollout of immersive video ads is accompanied by measurement partnerships that underpin the platform’s growing advertising ambitions.
By Chris Kelly • May 1, 2024 -
Fanta reimagines nostalgic ‘Wanta Fanta’ platform to reach Gen Z
Created with WPP Open X and led by Majority, the campaign encourages younger consumers to indulge in what they want amid the daily hustle.
By Jessica Deyo • April 30, 2024 -
Estée Lauder boosts generative AI ambitions with expanded Microsoft deal
The deal follows a similar partnership with Coca-Cola and arrives as the tech giant makes its Copilot AI companion available to all advertisers.
By Chris Kelly • April 29, 2024 -
Sponsored by GSTV
Beyond the living room: Why video on-the-go is linear TV’s perfect partner
Unlocking on-the-go potential: redefining TV advertising.
April 29, 2024 -
Corona Premier names director of lifestyle for new fitness-focused push
Matt James, a former NCAA football player known for appearing on “The Bachelor,” will help promote The Premier Club, a traveling activation.
By Sara Karlovitch • April 26, 2024 -
Influencers sway consumers but authenticity loses some clout, study says
Attitudes toward AI creators are mixed, and only 35% of Gen Zers say authenticity is what they care most about from influencers.
By Aaron Baar • April 25, 2024 -
Coke creates AI-powered instrument that only plays ‘uplifting sounds’
Consumers in the U.S. and Europe can access Coke SoundZ as a digital app that turns noises associated with the beverage into melodies.
By Chris Kelly • April 24, 2024 -
Firehouse Subs deepens agency bench to ignite ‘creative firepower’
The sandwich chain is stepping beyond a single-agency model for the first time since its founding as parent RBI eyes a global expansion.
By Peter Adams • April 23, 2024 -
Hellmann’s launches SOS mission to save mayo from extinction
“Save Our Sandwiches” advocates for regenerative farming practices and includes a microsite for consumers to “adopt” a mayo-filled sandwich.
By Jessica Deyo • April 18, 2024 -
Why Sprite brought back ‘Obey Your Thirst’ to reach Gen Z
The Coca-Cola brand dropped a new spot that features its iconic slogan and Sha’Carri Richardson, its first woman athlete partner.
By Chris Kelly • Updated May 8, 2024 -
Kraft Heinz rebrands Mio liquid concentrate to meet Gen Z wellness trends
The CPG giant teamed with branding agency BrandOpus on its latest social media-friendly packaging makeover.
By Peter Adams • April 17, 2024 -
Q&A
Why JCPenney’s loyalty program is the next step in its $1B turnaround plan
Chief Customer Officer Katie Mullen explained how the retailer’s revamped program will deliver value to consumers and boost first-party data reserves.
By Chris Kelly • April 17, 2024 -
Smirnoff Ice unveils summer ‘surpr-ices’ for music festival season
A new campaign that aims to connect the brand to this season’s music festivities features comedian Trevor Noah and actor Travis Bennett.
By Sara Karlovitch • April 15, 2024 -
Q&A
Meet the agency behind some of CPG’s splashiest brand refreshes
From M&M’s to Manischewitz, JKR has had a hand in high-profile overhauls that try to balance reverence for legacy with modernity.
By Peter Adams • April 15, 2024 -
J.M. Smucker’s CMO on what she’s learned about refreshing ‘dusty’ brands
After handling the CPG giant's business at Publicis, Gail Hollander now leads the marketer's in-house efforts to modernize brands for new audiences.
By Chris Kelly • April 15, 2024 -
Powerade empowers athletes who ‘take a pause’ for global campaign timed to Olympics
The effort is rooted in an emotional spot featuring gymnast Simone Biles and will span TV, social media, on-site experiential activations and more.
By Jessica Deyo • April 12, 2024