There is no better time to partner with candy brands than Halloween season. One energy drink is getting into the spirit by linking up with a legacy candy company for a new beverage that tastes incredibly familiar. C4 Energy, a subsidiary of Nutrabolt, has teamed with the Mars Wrigley company for a Starburst-inspired energy drink….
Bottled coffee brand Super Coffee is looking to revolutionize the caffeinated beverage industry with a call to cut sugar from coffee recipes. On National Coffee Day, the challenger brand figured why not be bold? Super Coffee took out ads in The Boston Globe and The Seattle Times today, asking Dunkin’ Donuts, Keurig, Pepsi, Coca-Cola and…
For those who weren’t around for it, the first few minutes of 2000 were really scary. Throughout the late ’90s, doomsday prophets had been warning that computer programs the world over would go haywire at the stroke of midnight, as most time coding assumed that “19” preceded the year. Times Square would go dark. Planes…
In the nearly four decades since its inception, Sam’s Club has modeled its approach to retail after its founder, the late entrepreneur Sam Walton, who sought to keep prices low for small business owners and organizations with the aim of building self-sufficient communities. That dedication to Walton’s legacy is being extended into the world of…
Earlier today, actress, vocalist and entrepreneur Jennifer Lopez officially became Adweek’s Brand Visionary for 2021 when she accepted the award on the final day of the Brandweek summit. Created to recognize a career’s worth of branding and marketing achievements, Brand Visionary is Adweek’s marquee award, and Lopez is the 10th person to receive it. “I’m…
In a world where audiences are constantly fragmenting, the prospect of getting in front of 48.2 million people on any given day is appealing, to put it mildly. That’s why so many brands are flocking to Roblox. Vans. Gucci. Epic Records. The BBC. Netflix. LOL Surprise Dolls. Lego. Nike. That’s just a sampling of the…
The video game industry has proven to be one of the more robust entertainment segments. The global games industry is on track to reach $200 billion by 2023, with 53% of the U.S. population identifying as a digital gamer, according to a 2021 Variety Intelligence report. CMO Jason Bunge explained how connecting with gamers and…
When it comes time for a change, legacy brands can often be hesitant to make the first move. Rajaa Grar, chief marketing and digital officer at sports nutrition company Nutrabolt, has done the opposite, taking its C4 Energy drink brand into the future, utilizing athlete partnerships and her CPG experience to lead the brand to…
Despite the fact it is the largest jewelry retailer in the U.S. and the largest diamond purveyor in the world, Signet is not a household name like its smaller domestic rival Tiffany & Co. But consumers are likely familiar with one of its many brands, perhaps because they’ve heard taglines like, “Every kiss begins with…
If you’ve come across a video from The Dodo or its subsidiary, Dodo Kids, you probably watched more than one. The emotionally resonant clips feature stories about humans and animals that leave the viewer feeling better about the world. So it makes sense that the most famous fictional pals of Sesame Street would team up…
Mastercard is making its first sponsorship move into chess by naming Magnus Carlsen, the game’s highest-rated player of all time, as its global brand ambassador. The partnership with Carlsen kicks off with Mastercard’s “Priceless Experiences” promotion. In a bid to connect with Mastercard users who are identify as “chess enthusiasts,” cardholders will have direct access…
It’s fitting that it took a generation for Funko, a company created with its black, cartoony eyes aimed squarely on nostalgia, to finally find its place alongside other larger-than-life icons in the upcoming Macy’s Thanksgiving Day Parade. It’s also fitting that the 23-year-old collectible toy company is making its parade debut with a balloon rendering…
ViacomCBS has put a premium on tightening its bond with fans with its wide catalog of shows and films across its various platforms. While it can communicate with viewers widely through social media, the company’s MTV network is testing new ways of achieving one-to-one connections. In a promotion for the show The Challenge: Spies, Lies…
One of the biggest signs of an enduring pop culture legacy is the coveted Lego set. An honor typically reserved for beloved nerdy institutions, rarely do we cross a kit that strays from the likes of Harry Potter, Star Wars, Game of Thrones or other grand fantasy universes. But the next group of heroes to…
Jennifer Lopez is being recognized for a different set of roles beyond the ones she’s famous for on the pop charts and in Hollywood: Adweek is honoring the star as its 2021 Brand Visionary. The award acknowledges her extraordinary role as an entrepreneur, launching a billion-dollar empire that spans fashion, music, film and now her…
It was almost precisely one year ago that J.Crew Group, which includes both the flagship brand and its rapidly growing little sister Madewell, emerged from bankruptcy protection. But a new campaign from J.Crew–the first under CMO Derek Yarbrough–under the tagline “Make a Scene” could herald a new chapter at the retailer. Taking the reins at…
Home management platform Thumbtack has built momentum this year, and to keep the brand going in the right direction it’s hired of Amanda Reierson as head of marketing. Reierson brings over 20 years of experience to the role, most recently as chief growth officer at Farmers Insurance, where she led the company’s digital transformation and…
In contrast to the moniker of the podcast she co-hosts, Erin Andrews isn’t “calming down.” But when it comes to the seemingly endless personal and business brand-building work Andrews has going on, she’s making the effort. In late August, the Fox Sports NFL sideline reporter was gearing up for the new football season, which for…
“An NFL fan and a fashion designer walk into a bar” sounds like the setup to a mediocre dad joke. But the idea actually served as the inspiration for Pepsi x Dapper Dan Football Watching Capsule Collection. Pepsi partnered with renown Harlem designer Dapper Dan on a line of clothes designed for couch comfort. Blending…
In a world where every brand aims to be true and real–or, in marketing speak, authentic–Burger King is going beyond its recent efforts to position itself as a sustainable quick service restaurant by banning 120 “nonessential, artificial ingredients” from its menu. The changes, announced today, are not happening all at once. Burger King has slowly…
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