Coca-Cola and Time Out Made a Global Travel Guide Inspired by Cultural Moments

Coca-Cola partnered with Time Out to create a new travel guide of food destinations inspired by culture and entertainment. The beverage brand and the media company produced an interactive map of “Foodmarks,” 413 places around the world that have hosted memorable meals paired with Coke over the decades. The campaign, a continuation of last year’s…

Could a Marketing Reset Help Volkswagen Shift Gears?

It’s been a busy February for Volkswagen, which is fresh from airing a blockbuster Americana-inspired Super Bowl spot celebrating 75 years in the U.S. In between perfecting its Big Game moment, the brand also found time to conclude some elements of its marathon $2.6 billion media pitch within the last month, and saw the departure…

Humanizing SAP—A New Chapter for the Tech Business

“We knew that we needed to secure an emotional territory that is very distinct,” explained Julia White, SAP’s chief marketing and solutions officer. “The world of business-to-business marketing and B2B tech is busy, and it can all feel the same. So I wanted to know what our unique place in the world was and what…

Get Married in Cheetos Chapel and Walk the ‘Chip Strip,’ Inside Frito-Lay’s Super Bowl Experience in Las Vegas

This weekend, as the Super Bowl looms large, brand mascot Chester Cheetah is marrying people in his Cheetos Chapel on the Las Vegas Strip. Or at least, a digitized version of Chester appears to welcome bystanders into the “cheesy” pop up chapel. On Saturday a real officiant legally married Frito-Lay employees. The brand’s CEO was…

Brands Thrive on Consistency. Retailers Need Something Else

Breaking the rules: That’s how many branding experts viewed Barnes & Noble’s new, idiosyncratic approach to its store designs as it mounts a comeback and tries to fend off the likes of Amazon. “Unpredictable and dynamic” is how CEO James Daunt described the new approach in The New York Times; experimentation encourages different shopping experiences…

Original Curly Queen Tia Mowry on Simplifying Haircare

It seems like everyone in Hollywood these days is releasing a fragrance, makeup line or other products. Yet with the success of Pattern Beauty by Tracee Ellis Ross, Kylie Cosmetics by Kylie Jenner and Beis by Shay Mitchell, among others, celeb-led brand success cannot be ignored. And, in many cases, that success follows a deliberate…

There’s No ‘Vs.’ Between Brand and Performance Marketing

At a panel entitled “Brand vs. Performance,” the brand marketing, performance marketing and “versus” portions of that thesis were all up for debate. As SeaWorld Parks & Entertainment chief marketing and communications officer Marisa Thalberg told ADWEEK community editor Luz Corona during the Outlook 2024 event, “versus” presents short-term sales–“performance”–and long-term brand building as not…

Q&A: Cotopaxi CBO Brad Hiranaga Details Why It Sponsored Sundance’s Iconic Director’s Jackets

Outdoor apparel brand Cotopaxi sponsored the Sundance Film Festival this year, after the Sundance Institute ended a decade-long relationship with luxury outdoor apparel retailer Canada Goose. The pivot created space for Cotopaxi, a smaller, Utah-based retailer known for its mission-driven strategy and colorful products. Partnering made logistical sense, since Cotopaxi already operated a store on…

The Future of B2B Growth? Your Brand

One common misconception in business-to-business markets is that a great product guarantees success. While it’s true that an exceptional product, technology or customer experience can rapidly build your brand in the market’s consciousness, it doesn’t necessarily guarantee it. The real game-changer? The brand behind your product. Recent studies, including the Liquid x Avasta Challenger Index,…

Page Six’s Video Studio Launch Separates It From the NY Post

Page Six, the celebrity and gossip arm of the New York Post, has spent one year building a new video studio, Page Six Studio, to help the entertainment title dramatically increase the volume of its video content. The project is the latest in a series of efforts undertaken by the Post to position Page Six…

Blood, Sweat and Bravery: How AMV BBDO and Essity Shaped Each Other

Enduring client-agency relationships are a rarity in advertising. Between 1987 and 2020, the average length of these partnerships has steadily declined from seven years to less than three, according to The Bedford Group. Consumer care brand Essity, owner of Libresse, Bodyform, Tena and Knix, has bucked this trend alongside Omnicom-owned creative agency AMV BBDO, with…

AB InBev Named First Global Olympic Beer Sponsor, With a Twist

Anheuser-Busch InBev signed on as the first global beer sponsor of the Olympic Games and Paralympic Games through 2028. However, there’s a plot twist: Corona Cero 0.0% beer will be the breakout star. The alcohol-free brew will be the official beer of the Summer Olympics in Paris, joining Coca-Cola, Toyota, Airbnb and others as the…

Why Nike and Tiger Woods’ Breakup Feels Like a Cliffhanger

Peanut butter and jelly. Mac and cheese. Taylor and Travis. Some things just go well together. Like Tiger Woods and Nike. One of the most iconic partnerships in sports has come to an end after 27 years. Nike was one of the few brands that stood beside Woods during his career’s highest highs and lowest…

T-Mobile Names Dentsu Creative Its Lead Agency for Brand Strategy

Five days into 2024, T-Mobile made what could be one of the biggest account moves of the year by bringing in Dentsu Creative as its lead agency for brand strategy. T-Mobile launched its review in June 2023 for work previously covered by Publicis’ Saatchi & Saatchi. The review honed in on agencies that could help…

The Biggest Brand Fails of 2023, and What They Taught Us

There was plenty to celebrate for the advertising and marketing industry in 2023, from taboo-busting creative work to media innovation and leaps in technology. However, some are ready to leave this year in the rearview mirror. As marketers look forward to 2024, we would be remiss not to reflect on some of the PR crises…

The Marketing of Doctor Who Is About to Enter a Whole New Dimension

Doctor Who, the longest-running action-adventure television series in the world, turned 60 in November. And, true to form after all of those years traveling in space and time, it’s only just beginning. The quintessentially British show, produced by BBC Studios, has begun a partnership with Disney that is already taking the show’s brand and commercial…

Spotify Wrapped Has the Receipts to Prove Just How Real Things Got in 2023

It’s the most wonderful time of the year: Spotify Wrapped season. For all those who observe the annual tradition, it’s time to delve into your 2023 listening habits. Did Beyonce or Taylor Swift dominate? How many times you hit play on “Flowers” by Miley Cyrus? Were you the only person who made an unhinged playlist…

3 Lessons for Startups to Make Their Early Marketing Successful

LISBON, Portugal — Juan Pablo Ortega, co-founder of global payment management company Yuno, joined Adweek on Web Summit’s Startup University stage to talk about how he turned Rappi, the food delivery company he founded, into a so-called unicorn startup that’s captured a larger market in Mexico than Uber Eats. Ortega plans to replicate the success…

Web Summit 2023: How Brands Can Integrate AI to Make It Anticipatory, Not Reactive

LISBON, Portugal — On Web Summit’s PandaConf stage, Qualcomm chief marketing officer Don McGuire and Code and Theory CEO Dan Gardner spoke with Adweek about introducing AI to the marketing organization. Opening with a video summarizing Qualcomm’s future-looking AI applications, which include seamlessly scheduling a day out with a friend, consumer product design and innovation,…

The Skims and NBA Partnership Is a Masterclass in Brand Repositioning

In 2023, the sports apparel market is expected to generate more than $213 billion in revenue, with the men’s segment driving the highest market share. A growing interest from consumers in pursuing more active lifestyles, along with health and fitness goals, has led to a demand for sports apparel, including athleisure wear. Sports culture has…