Brand Strategy
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Courtesy of 7-Eleven
7-Eleven teams with Live Nation for nostalgic music festival activations
The chain is the first presenting sponsor of the pop-punk-focused When We Were Young as it works to connect with consumers around culture.
By Chris Kelly • April 28, 2025 -
Retrieved from Adobe on April 24, 2025
NFL, Adobe team up for AI-powered league and fan-generated content
Adobe’s applications will support the league in bringing more personalized content to owned channels, including the NFL OnePass app.
By Jessica Deyo • April 24, 2025 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Courtesy of The Coca-Cola Company
Powerade celebrates next generation of soccer stars in global campaign
The Coca-Cola-owned brand iterates on its “Pause is Power” platform to prepare for major soccer events over the next four years.
By Chris Kelly • April 24, 2025 -
Courtesy of Peloton
Peloton CMO departs as fitness brand shakes up marketing group
Lauren Weinberg oversaw initiatives including a campaign that tried to appeal to millennial men through a partnership with the NFL’s Watt brothers.
By Peter Adams • Updated April 24, 2025 -
Courtesy of Jim Beam
Jim Beam ages its marketing strategy for the budget-minded consumer
The Suntory brand is attempting to expand its consumer base and versatility by promoting Jim Beam Black and building off of its 2024 marketing strategy.
By Sara Karlovitch • April 24, 2025 -
Courtesy of Axe
Axe leans on Pete Davidson’s wisdom to help men level up their rizz
The actor-comedian will host an Ask Me Anything-like discussion on Instagram and stars in a new ad giving a shorter individual a confidence boost.
By Peter Adams • April 23, 2025 -
Giuliano Benzin via Getty Images
OpinionDo the upfronts still matter?
The annual ad-buying bonanza can’t survive on nostalgia and sports alone and needs to modernize, says Juice Media CEO Mark Zamuner.
By Mark Zamuner • April 23, 2025 -
Courtesy of Zaxbys
Q&AZaxbys’ CMO on breaking through the chicken category with ‘sauce’
The chain’s first work from Goodby Silverstein & Partners introduces a brand character that speaks to both signature sauces and cool charisma.
By Chris Kelly • April 23, 2025 -
Permission granted by Hotels.com
Hotels.com returns to mascot-focused marketing with Bellboy character
The anthropomorphic hotel desk bell promotes savings in a new campaign spanning Instagram, TikTok, YouTube and the brand’s website and app.
By Peter Adams • April 22, 2025 -
Courtesy of Welch’s Fruit Snacks
Welch’s Fruit Snacks lets parents use AI to write sweeter notes to kids
The Lunchbox Notes Translator turns candid sentiments into heartfelt messages and is timed to the release of customizable packaging.
By Chris Kelly • April 22, 2025 -
Courtesy of Gatorade
Gatorade taps Kendrick Lamar for latest extension of ‘Is It In You?’
“Lose More. Win More.” was created with TBWA/Chiat/Day LA and pays tribute to the hard work it takes to reach icon status.
By Jessica Deyo • April 18, 2025 -
Courtesy of Supercell
ColumnCampaign Trail: Clash of Clans enters war zone with WWE champion
Created with David New York, a series of video ads speak authentically to fans of both WWE and the hit mobile game from Supercell.
By Chris Kelly • April 18, 2025 -
Justin Sullivan/Staff via Getty Images
Snap names first CMO in 2 years in lead-up to advertising showcase
Grace Kao, who recently joined Snap, is taking over marketing leadership from Chief Creative Officer Colleen DeCourcy, who will depart later this year.
By Peter Adams • April 17, 2025 -
Permission granted by BodyArmor Sports Drink
Inside BodyArmor’s new visual identity and largest campaign to date
The Coca-Cola-owned beverage aims to separate itself from a crowded category with a bold new look and ads that ask consumers to “Choose Better.”
By Chris Kelly • April 17, 2025 -
Retrieved from Garage Beer on April 15, 2025
Garage Beer co-owner Jason Kelce devises martial arts-inspired campaign
The brand, a fast-growing light beer in the U.S., leverages its connection to the Kelce family through a story-heavy marketing approach.
By Sara Karlovitch • April 16, 2025 -
Permission granted by Mentos
Why Mentos relaunched its iconic jingle and brought brand lore to Fortnite
To reach Gen Z, the 93-year-old brand is tapping into ’90s nostalgia and enduring interest in what happens when its mints are mixed with cola.
By Chris Kelly • April 16, 2025 -
Courtesy of Chili’s Grill & Bar
Chili’s pop-up finances fast food meals in latest dig at rising prices
A store emulating payday loan retailers doles out gift cards to “approved” visitors, while consumers at home can participate in social giveaways on X.
By Peter Adams • April 15, 2025 -
Courtesy of Dude Wipes
Q&AHow Dude Wipes cleans up with poop humor as its marketing evolves
CMO Ryan Meegan discusses the brand’s “secret sauce” to going viral and recent collaborations with the NHL and Professional Bowlers Association.
By Chris Kelly • April 15, 2025 -
Courtesy of Burger King
Burger King poaches Applebee’s CMO to build on modernization plan
Joel Yashinsky is tasked with driving an expansive Reclaim the Flame strategy that has produced viral marketing like the Whopper jingle.
By Peter Adams • April 14, 2025 -
Courtesy of Ally
Ally’s WNBA deal brings it closer to gender parity in sports media spend
The brand’s sponsorship includes an endorsement deal with incoming rookie Paige Bueckers, who features in social content around a sweepstakes.
By Chris Kelly • April 14, 2025 -
Courtesy of Pernod Ricard
Malibu encourages work-life balance in new ad starring Brian Cox
Known for serious roles such as Logan Roy in “Succession,” the actor ditches the boardroom to enjoy the beach and tells consumers to “Clock off!”
By Sara Karlovitch • April 14, 2025 -
Courtesy of Lowe’s
Lowe’s bets on sports video games to drive up Gen Z brand loyalty
A new pact with EA Sports will put the home improvement retailer’s rewards program front-and-center in titles like Madden and College Football.
By Peter Adams • April 11, 2025 -
Permission granted by Heineken
Heineken flips phones for IRL interactions
A phone case that flips over when the word “cheers” is uttered and a matchmaking-like app for discovering new bars spotlight socializing.
By Aaron Baar • April 10, 2025 -
Courtesy of Panera
Panera reintroduces brand with focus on dine-in cafe experience
“It Just Meals Good,” the chain’s first work from 72andSunny, captures a variety of occasions for eating at Panera, whether catching up with a kid or an ex.
By Peter Adams • April 10, 2025 -
Permission granted by JCPenney
How JCPenney’s new brand positioning is subverting consumer expectations
“Anonymous Ads” was created and executed by new appointments Mischief and VaynerMedia, and helps the brand address a “sea of sameness” in retail.
By Chris Kelly • April 10, 2025
