Brand Strategy
Goldfish Refreshes Its "Smile" Brand Platform: Nostalgia and Health Appeal Go Hand in Hand
Goldfish, in collaboration with Mischief @ No Fixed Address, launches new ads that combine the classic brand slogan with healthy snack trends. Through creative spots ranging from six to thirty seconds, it conveys product messages such as "real cheese, no artificial ingredients, baked not fried" to parents, while continuing its marketing strategy of appealing to children while also attracting adults.
Snickers Ice Cream Series Recruits 'Chief Online Calm Officer' to Cool Down the Internet
Snickers Ice Cream announces the recruitment of its first 'Chief Online Calm Officer' for a two-week period, aimed at injecting humor and calm into heated online debates and promoting its Minis ice cream series. The position is a paid part-time role based in the Chicago area, with applications due by August 4th.
Jameson becomes NFL's global official spirits partner, addressing challenges in the spirits market
Jameson announced on Thursday a multi-year partnership with the National Football League (NFL), becoming its official spirits sponsor. The agreement aligns the world's leading Irish whiskey brand by global sales with America's most-watched sporting event, succeeding Diageo as the NFL's spirits partner. The collaboration will span broadcast, digital, and social channels, including presenting sponsorship of the Super Bowl tailgate concert, International Series activations, and more. Amid weak demand in the spirits market, this move is seen as a significant step for the brand to expand its market.
Heineken Pilots OpenTable Program to Reward Designated Drivers
Heineken USA, in collaboration with OpenTable, is piloting at 10 restaurants in Houston, offering rewards to designated drivers, including ride vouchers and free Heineken 0.0, to promote safe driving and alcohol-free beer.
Why FX Transformed a Landmark Mall into an 80s-Style Venue to Promote 'The Shards'
To promote its new series 'The Shards,' adapted from Bret Easton Ellis's novel, FX will host a two-day 80s-style immersive experience at Sherman Oaks Galleria in Los Angeles, with brand partners including Maybelline and Licorice Pizza, aiming to capitalize on Gen Z's interest in mall culture and nostalgic marketing.
Hilton CMO: Brand Marketing Is a Business of Irrational Preferences
Amid the summer travel boom, Hilton strengthens brand loyalty through initiatives such as distributing 1 billion points. Its Global Chief Marketing Officer, Mark Weinstein, points out that loyalty is an emotional connection rather than a transactional outcome, and explores how brands can achieve growth through trust and relinquishing control in the context of the creator economy and AI technology reshaping the marketing landscape.
Gap Inc. Opens Creator Program to All Employees
Gap Inc. announced on Wednesday that it is opening its creator program to corporate, distribution center, and store employees to promote the Old Navy, Gap, Athleta, and Banana Republic brands. Since the program launched last October, it has reached nearly 154 million consumers and generated nearly 30,000 posts. Participating employees will receive commissions and products and must adhere to transparency and brand standards.