How These Beauty Brands Are Maintaining a Lasting Connection With Consumers

A brand’s ability to spark a lasting emotional connection, rather than a brief flirtation, with consumers depends on more than superficial prettiness. That’s especially true among beauty brands. Approaching consumers with a message that went beyond typical (and literal) skin deep commitment is what led to Huda Beauty, topping Talkwalker’s ranking of 50 global brands…

Roku Brand Studio Gets its First In-Person Test With Tribeca X

Merely having access to tens of thousands of streaming video content isn’t enough for either competitive differentiation or consumer satisfaction, Roku has concluded. So, the over-the-top TV platform provider is looking to draw a clearer connection in viewers’ minds that it is a primary source of premium content. One way the company is doing that…

How Procter & Gamble Plans to ‘Widen the Screen’ for Black Creators and Media Companies

Advertising and media executives are facing a “perpetual state of disruption,” said Procter & Gamble’s Marc Pritchard in his ANA 2021 keynote today, and he wants leaders to focus on three essential challenges: transparency, privacy and racial equity. Those first two points are familiar territory to conference attendees who have listened to Pritchard in the…

How Billie’s Reimagined Pride Fairy Tales Support LGBTQ+ Youth

Everyone knows the story of Rapunzel. But this time, her super long hair is armpit hair, and she’s not waiting for anyone “because she’s hella gay.” And that tower? It’s her sweet penthouse with an elevator. It’s a body-positive Pride fairy tale, presented by DTC razor brand Billie on its Instagram account. The Rapunzel reimagining,…

Thinx Is Offering Plus Sizes. The Models Decided How to Promote Them.

When Thinx was founded in 2013, advertisers were representing blood with blue liquid, avoiding direct language and not making it any easier for people to talk about periods. The challenger brand, which carved out the period underwear category, was focused on starting real conversations about menstruation and offering a sustainable alternative to disposable products. Eight…

Omsom Is on a Mission to Reclaim Asian Flavors in Grocery Stores

After studying sociology and economics at Harvard University and working as a management consultant at Bain & Company, Vanessa Pham felt frustrated that she wasn’t able to put her energy and skills towards building the world that she wanted to see. This is when Vanessa and her sister Kim decided to start Omsom, a proud…

Artsy’s Record-Breaking Sale Paves the Way for its Post-Pandemic Growth Plans

Visitors have been flocking to the Whitney Museum’s major retrospective of Julie Mehretu since March. The Ethiopian-born American artist’s large scale works that mix abstraction with social commentary have also captured an even greater online interest. Case in point: last Friday, art purchasing platform Artsy sold Mehretu’s massive Dissident Score painting for $6.5 million, the…

MeUndies Is Going Organic

MeUndies, a subscription underwear, sleepwear and loungewear brand, has introduced its first collection of products–encompassing underwear, bralettes, undershirts and socks–made from organic cotton. Top line The digitally native brand is investing in a slew of new product offerings after raising $40 million in growth equity from Los Angeles-based investment firm Provenance in November. Between the…

Everything’s Coming Up Mums for William Murray Golf

The Murray brothers’ ties to golf go back to their teenage years when they spent their summers as caddies at Indian Hill Club, a private golf course located in the suburbs of Chicago. It was those experiences that would see all six of them–Andy, Ed, Joel, John, Brian and golf brand William Murray’s namesake Bill–not…

Rideshare App Alto Wants to Make Your Drives a Little More Stylish

Rideshare app Alto prides itself on creating an experience for passengers, and it’s leaning into that with “art cars”–vehicles wrapped in artistic designs. The Dallas-based company recently collaborated with photographer Gray Malin to create three art cars featuring work from Malin’s new book, Gray Malin: The Essential Collection. Available in Dallas, Houston and Los Angeles…

Lincoln Financial’s Brand Repositioning Focuses on Consumer Confidence Concerns

The pandemic’s easing in the U.S. is poised to release pent-up consumer demand–but a vague unease is also emerging as jitters about the economy replace coronavirus concerns. Sensing the new mood, Lincoln Financial, an insurance firm formed in 1905, has launched a branding campaign aimed at reducing the trepidation about money occupying consumers’ minds. The…

Watch Adweek’s Inaugural Elevate: Brand Safety

In 2021 brand safety has become a vital part of strategy for many brands. But brand safety, like many things in life, is not always black and white. On May 26 Adweek’s Elevate: Brand Safety summit invited marketers to discuss why a nuanced approach to brand safety is required and how to create an engaging…

‘Our Table’ is Bed Bath & Beyond’s Latest Private Label

Home goods retailer Bed Bath & Beyond has introduced its latest private label brand, “Our Table,” a line of kitchen- and dinnerware. The line also includes cookware, bakeware, table linens, kitchen tools and kitchen linens. Prices range from $5 for a silicone whisk to $120 for a 10-piece stainless steel cookware set. In a statement,…

Why Krispy Kreme Isn’t Worried About the Haters

It’s National Donut Day, which means free donut offers abound from the usual suspects, including Dunkin’, Krispy Kreme and Tim Hortons. (This year, even frozen pizza brand DiGiorno is getting in on the action with what it calls a “DiGiornut.”) Brands capitalizing on lesser-known holidays like Donut Day dates back at least six years, when…

Americans Are Ready to Get Back to the Gym

Since the pandemic hit early last year, Americans have been participating in online workout sessions, ordering new fitness equipment and gear to their homes and making do with what they have. A new study from Orangetheory Fitness, however, shows that 68% of people say their fitness routine took an understandable hit. Top line Seven in…

Merrell’s Newest Campaign is Challenging You to Do Just About Anything Outdoors

After more than a year of social distancing and with summer on the way, many consumers are more than ready to enjoy some quality time outside. For performance and lifestyle brand Merrell, that means challenging the line between “indoor” and “outdoor” activities. Created in partnership with the brand’s agency of record Words From The Woods,…

Authentic Brands Group Taps Massive Potential of NFTs

Few companies stand to benefit from the sale of non-fungible tokens, or NFTs, more than brand management firm Authentic Brands Group. That’s because ABG owns a broad portfolio of brands, including A-list celebrity likenesses including Marilyn Monroe, Elvis Presley and Shaquille O’Neal. “NFTs are something that we were watching and looking at, but, like most…

B2B Licensing Platform Songtradr Acquires Creative Music Agency MassiveMusic

Today, Songtradr announced its recent acquisition of global sonic branding giant MassiveMusic. This marks the B2B licensing company’s sixth acquisition since 2019, having previously acquired licensing agency Big Sync Music, Song Zu, Cuesongs, Tunefind and music streaming service Pretzel. While details regarding the financial particulars have not been released, MassiveMusic founder and CEO Hans Brouwer…

This Agency Used McDonald’s Ad Inventory to Amplify Its PSA About Anti-Asian Hate

As the pandemic began to ramp up last March, multicultural agency IW Group immediately noticed the rise in anti-Asian hate that came along with it and wanted to do something about it. Within 10 days, the team assembled a task force do some sort of in-person stunt, but when lockdowns prevented that from happening, the…

Supporting Your Brand By Measuring What Matters

As part of the CMO Reboot Playbook: Reallocation of Spend, Petco CMO Tariq Hassan shares why it is crucial to be able to talk about how brand perception impacts actual business outcomes and how to do it. Check out more plays from top CMOs and brand leaders here. This transcript has been edited by Adweek…