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…
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…
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,…
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…
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…
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,…
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…
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…
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…
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…
Discount retailer Big Lots unveiled a new brand campaign today that invites consumers to “Be A BIGionaire.” It’s a new tagline that touts how hunting for the banner’s bargains makes customers “feel like a million bucks.” The campaign will launch in select markets on April 24 and then nationally on Memorial Day via television, video,…
Target is unveiling a new brand campaign today under the tagline “What we value most shouldn’t cost more.” The new tagline is a sentiment that perfectly aligns with the banner’s brand promise “Expect More. Pay Less,” Cara Sylvester said in her first interview since being named chief marketing and digital officer in February. Even more…
Dallas Taylor is on a personal mission: a mission to shatter the notion that people must self-identify as “audiophiles” in order to better understand and appreciate the wonderful world of sound that surrounds them. As a sound designer and creative director at Defacto Sound, Taylor leads high-profile projects on blockbuster movie trailers and advertising campaigns,…
Cox Communications has selected Arnold as its lead brand agency as the communications network seeks to evolve its marketing approach. In the role, the Havas shop will handle the majority of Cox Communications’ creative advertising portfolio, including multicultural advertising. “Our 2018 brand relaunch has birthed three years of quality creative work that has highlighted how…
Fragrance brand Paco Rabanne is targeting younger consumers with a new positioning and communications strategy to launch in the U.K., partnering up with Vice’s music and culture platform Noisey. Created by Impero, the repositioning will aim to expand its a younger following for its fragrances in Britain, with a focus around its best-selling “Million” range….
At the height of the pandemic’s first big wave in August 2020, international fast-food chain KFC dropped its world famous slogan “Finger Lickin’ Good,” as it clashed with government hygiene advice to deter the spread of the virus. The move came four months after British watchdog the Advertising Standards Authority (ASA) received 163 complaints about…
A few weeks ago, toward the end of March, a nation of pandemic-weary consumers got wind of a new offering from Miller Lite, a top-selling brand in the stable of Molson Coors Brewing Company. It wasn’t a seasonal pilsner or a rebate or even a logoed koozie. It was, of all things, a scented candle….
During the pandemic, ideas of community have shifted largely online. This has been a boon to internet-based companies, but a serious challenge for ones that relied on in-person gathering in the “before times.” Discord has been one winner of the pandemic economy, surging in user base and valuation. The company has shot up from 100…
It’s been around for over a decade, but fundraising platform GoFundMe hasn’t really focused on building up a personality for the brand behind the world’s largest crowdfunding platform–that is, until now. And it’s using its first brand campaign to challenge stereotypes surrounding New Yorkers and their reputation for rudeness. Spotlighting kindness amid tragedy Through a…
In the 50 years since Ohio barber Merle Robbins invented Uno, the card game has sold north of 100 million decks. To bolster the game’s appeal, Mattel (which bought it in 1992) has stamped out an endless array of themed and licensed packs–473, by one count. These have included a Minecraft Uno, a Frozen Uno…
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