Brand Strategy
How Hershey’s Katseye campaign takes on Gen Z’s desire for indulgence
Hershey kicked off its integrated marketing campaign for its new Salted Caramel and Affogato-flavored Creme Bars on Tuesday, centered on a partnership with the Katseye girl group. The campaign is based on European confectionery innovation and the Gen Z 'small indulgence' consumption trend, combining the product with the hand-gesture culture of the song 'Pinky Up' through a 60-second subway scene advertisement, and plans to cover all channels, extending into next year.
America’s 250th proves heritage marketing is for every brand
America's 250th anniversary has become a touchstone for brand heritage marketing. From Adidas reissuing classic World Cup designs, to Chevrolet reinterpreting Olympic ads, to L'Oréal partnering with Getty Images to celebrate the 50th anniversary of its iconic slogan, brands are building cultural capital through authentic archival content. This article analyzes how heritage marketing helps brands build trust in an era of skepticism, and notes that this strategy applies equally to new and established brands, with the 2027 Women's World Cup and the 2028 Los Angeles Olympics offering further opportunities ahead.
Ann Taylor Leverages Substack and Fall Marketing Push to Launch Brand Refresh
Ann Taylor recently launched its first major integrated marketing campaign in nearly a decade, "This Is Ann," aimed at breaking down stereotypes about professional women and repositioning the nearly 70-year-old brand. The campaign encompasses a fall advertising campaign, a New York Fashion Week pop-up experience, and plans to introduce its first brand ambassador program in early 2027. Meanwhile, the brand is exploring user engagement channels beyond social media through its Substack platform "The Desk" and the Style 101 video series.
Crocs Introduces Niles, a New Reptilian Mascot, to Deepen Brand Storytelling
Crocs has officially introduced Niles, a new reptilian mascot, as part of a long-term strategy to enrich brand storytelling. The character, which stands 6 feet tall and wears clogs, will feature in social content, experiences, and other marketing activities. The move comes as Crocs prepares to celebrate its 25th anniversary next year and follows months of teasers, including a large egg appearing during TikTok Shop livestreams. Niles is designed to be a lasting brand asset rather than a one-off campaign element, with a personality that includes interests, flaws, and ambitions.
Dove Blends Sports and Style in Return as US Open Official Underarm Sponsor
Dove is returning as the Official Underarm Sponsor of the US Open for a second year, launching a campaign that mixes sports and style. The initiative includes collaborations with photographers, a social series with the USTA, and support for women-owned bars, all aimed at promoting confidence and its antiperspirant products.
Jif refreshes brand identity, expands peanut butter consumption scenarios
Jif kicked off the "Every Jif'ing Thing" campaign on Monday, showcasing peanut butter applications in scenarios like dipping, snacking, and smoothies by reimagining its red, blue, and green logo. The campaign was developed by PSOne with creative from BBH USA, spanning broadcast, streaming, and social platforms.
Kraft Heinz adds nearly $100 million in marketing investment to accelerate business recovery
Kraft Heinz announced in its Q2 2026 earnings report that it will add nearly $100 million to its business recovery plan, with a focus on marketing. The company expects marketing spending in 2026 to account for at least 6% of net sales, up 0.5 percentage points from before. CEO Steven Cahillane said the new investment has already shown results across multiple categories, and the Heinz brand has resumed strong growth.
Fossil Holiday Marketing Achieves 58.8 Million Impressions with AI-Powered Audience Identification
Fossil's Q4 2025 holiday marketing campaign leveraged AI-driven audience identification and a multi-channel strategy to reach travelers at airports, on in-flight Wi-Fi, and via mobile, ultimately generating 58.8 million impressions, nearly 400% above the initial target.
Stanley launches 'All Build. No Bull' campaign with wisecracking toolbox amid construction slowdown
Stanley has unveiled a global campaign, 'All Build. No Bull,' introducing a wisecracking toolbox character named Stan to engage small business residential construction workers. The campaign spans multiple markets and comes as the industry faces a slowdown and Stanley Black & Decker considers price increases due to tariffs.
Domino's Pays Customers to Participate in Public Beta Testing of New App and Website
Domino's Pizza started a paid public beta campaign in August, where customers can get a $5 discount by ordering through the new app or website to collect experience feedback. The campaign was planned by agency WorkInProgress and covers TV, online video, and social media channels.