The greatest challenge brands face today is managing short-term performance demands while still investing in long-term brand equity, says Michele Madaris, Media Director of Boathouse. “Brands that previously went all in on performance are realizing they can no longer achieve historical success,” she notes. “The pendulum is swinging back toward brand building as a strategic […]
The mayonnaise brand’s latest campaign petitions emoji makers to add mayo to the sandwich icon. The larger aim is to insert the brand in culture in relevant ways, Unilever’s Senior Marketing Director says. Hellmann’s mayonnaise is trying to get consumers talking about the sandwich emoji. The goal is to inspire change by spurring consumers to sign a petition for keyboards’ sandwich emojis to be […]
AI agents now resolve 70% of Fisher & Paykel’s customer service product troubleshooting queries. The New Zealand-based brand is infusing agents more into the customer experience. Premium home appliance brand Fisher & Paykel is tapping agentic artificial intelligence to help makes it technicians more effective and to answer its customer service inquiries. The New Zealand-based company […]
Manscaped makes a point of taking an unconventional approach to marketing. The men’s grooming brand doesn’t shy away from bold creative risks; it leans into them. For example, last year, Manscaped partnered with OpenFortune, a media platform that distributes branded advertising messages to restaurant patrons tucked inside fortune cookies. The messages were cheeky, grooming-themed plays […]
Baby blue probably isn’t a color most shoppers expect to see in the honey aisle at their local supermarket. But that dissonance is exactly why Barkman Honey chose that color for its newly rebranded Busy Bee Raw Honey packaging, which first hit stores in September. Honey manufacturers (including, previously, Busy Bee Honey) tend to rely […]
For some, the day after Thanksgiving is the unofficial kickoff for the Christmas season. But for Hallmark Channel, the “Countdown to Christmas” marathon of holiday programming gets underway in October and continues until the big day. Each year, the Patron Brand of Holiday Cheer finds a new way to get the merriment rolling. With 2024 […]
Owlet’s top marketer discusses marketing a new product during a promotional season and what the baby monitor brand learned when it shutoff Google search ads. Mass marketing is not the growth plan for baby monitor brand Owlet. The baby camera and medical sock manufacturer has a limited target audience of first-time parents, who are […]
Jewelry brand Pandora’s month-long, pop-up store in L.A. had top-performing foot traffic and sales compared to other L.A. stores. Plus, 80% of customers were new, which was the No. 1 KPI for the brand looking to glow up its brand identity. Jewelry brand manufacturer Pandora is looking to the Los Angeles shopper to rediscover its brand — how Pandora is more than just a charm bracelet — and its new collection. The global […]
Target upgraded its app and website Gift Finder for the 2025 holiday season to allow shoppers to find products in a more conversational way. After a successful test during the 2024 holiday season, the new AI Gift Finder is more advanced in terms of the generative artificial intelligence technology behind it, a Target spokesperson said in an email statement. Shoppers can […]
Social media ads, generative AI and Prime Day boost online October sales. Holiday sales growth is expected to slow, as consumers pull forward their holiday shopping. U.S. online sales increased 8.8% year over year in October to reach $88.7 billion, according to Adobe Analytics. This growth is in-line with Adobe’s expectations, and affirms Adobe’s holiday […]