Top 5 stories from Marketing Dive

By: Peter Adams, Jessica Deyo

• Revealed July 11, 2023

Advert spending seems to be approaching some type of normalcy with the digital increase of the pandemic truly fizzling out and different channels reaching maturity. But, for manufacturers, the second in some ways feels as fraught as any interval over the previous three years, with splashy artistic performs a rarity within the first half of 2023.

A way of dullness implies that just a few huge swings — in early purposes of generative synthetic intelligence (AI) or an over-the-top rebrand — felt extra impactful in the course of the first half of the yr. However waiting for the second half, a posture of prudence is poised to endure as assets stay strapped and considerations over a divisive panorama result in threat aversion.

Some CMOs are eyeing earned media as a less expensive, extra environment friendly method to keep on the ball with fast-moving cultural discussions. The strategy will pay dividends when timed effectively but additionally be deflating when a technique meant to drive chatter fizzles or confuses. The suitable decide of superstar ambassadors additionally continues to resonate with customers. Look no additional than hovering demand for names like Pete Davidson or Martha Stewart, the latter of whom helped animate campaigns from manufacturers as various as Tito’s, BIC and Oreo within the opening leg of the yr.

Leveraging a well-known face is a tried-and-true advertising and marketing tactic. Threat-taking, then again, appears in brief provide. Purposeful messages that after scored straightforward accolades and promised to make model advertising and marketing a significant driver of societal change have grow to be flashpoints for controversy as a result of tradition wars. Fairly than climate the storm, many entrepreneurs have pumped the brakes to keep away from changing into a political scapegoat within the vein of Bud Mild.

Looming within the background, the rise of generative AI is poised to remodel advertising and marketing, from the basics of search to artistic work. The know-how has impressed awe and concern, together with some noteworthy promoting.

Advertising and marketing Dive right here has assembled an inventory of noteworthy campaigns and branding performs from H1 2023. It’s a thinner grouping than standard, reflecting an trade at some extent of deep uncertainty, however exemplifies how just a few corporations are seizing the second to reinvent themselves and interact beleaguered customers who’re in search of one thing recent.

Coke fingers customers the artistic keys with generative AI

Whereas different advertisers had been earlier to undertake generative AI, Coke stood out as one of many first to make good, democratic use of the know-how via its “Create Actual Magic” platform.

In March 2023, the smooth drink large moved shortly to reap the benefits of an alliance between OpenAI and Bain & Firm that assessments the waters of AI-driven creativity. Not lengthy after, Coke opened a web site the place artists might use OpenAI’s GPT-4 and DALL-E instruments to make new advertisements primarily based on a wealthy library of iconic branded property, directions included. Customers might submit their work for the prospect to be featured on marquee digital out-of-home placements in New York Metropolis and London.

A part of Coke’s bigger “Actual Magic” platform, the marketing campaign additionally featured an academy program that invited 30 creators to collaborate on the firm’s headquarters in Atlanta, Georgia, on concepts that might be utilized in areas like licensed merchandising and digital collectibles. As AI stokes heated debates about doubtlessly stealing work away from flesh-and-blood creatives, Coke stored the main target easy and handed the keys to precise artists and customers to deliver its concepts to life.

“This execution actually was an important match for Coke’s ‘Actual Magic’ marketing campaign,” stated Kai Tier, vp and government artistic know-how director at company R/GA, over electronic mail. “There’s a quote from Arthur C. Clarke that ‘any sufficiently superior know-how is indistinguishable from magic’ — and I believe the primary time individuals work together with the newest generative AI applied sciences, many do have that second of questioning how what they’re seeing is feasible.”

The strategy helped place Coke on the forefront and supported a digital technique that has grown gross sales and favor with key teams like Gen Z. Coke in 2023 landed as a prime 10 most-valued international model as tracked by Kantar’s BrandZ rankings, the primary time it has stood on the entrance of the pack in seven years.

Dunkin’s stars align round Ben Affleck

Some standout advertising and marketing faucets into an idea that’s shocking or recent. Different occasions, it realizes an concept that appears like a very long time coming. Ben Affleck has by no means been shy about his love of Dunkin’ iced espresso, a behavior that has been captured in candid — and sometimes unflattering — paparazzi images and memes. However it wasn’t till the 2023 Tremendous Bowl that the chain made the connection official via a tongue-in-cheek advert taking part in up the A-lister’s self-deprecating qualities. The marketing campaign marked the Encourage Manufacturers-owned firm’s huge sport debut.

Within the spot, which was developed with Affleck’s Artists Fairness manufacturing studio, the actor-director mans a busy drive-thru lane at a Massachusetts-area Dunkin’ institution. There, he’s greeted by buyer reactions of pleasure and occasional befuddlement, earlier than lastly being confronted by his spouse, Jennifer Lopez.

Throughout a giant sport overcrowded with lazy superstar cameos, the industrial hit dwelling with humor, touchdown close to the highest of USA Right now’s Advert Meter. Dunkin’ later prolonged the Affleck narrative with a follow-up advert selling its Dunkin’ Run supply and referencing his long-running work with fellow Bostonian Matt Damon. The second industrial started as a lighthearted outtake from the unique Tremendous Bowl shoot, however shortly developed right into a concrete concept with assists from Affleck and Artists Fairness.

“Dunkin’s 2023 Tremendous Bowl industrial that includes Ben Affleck exemplifies the perfect classes for entrepreneurs on the efficient use of celebrities in promoting that’s each in style and efficient in driving conduct change,” stated Mark DiMassimo, founder and artistic chief of DiGo, over electronic mail. “Relatable, genuine, and enjoyable. Most makes use of of celebrities aren’t any of these items. [They] give attention to the superstar or identify recognition, attempt to invent myths that aren’t true or just attempt to commerce on a reputation or face recognition. Dunkin’ exhibits the best way.”

Past performing effectively on promoting’s greatest stage, “Drive-Through” was emblematic of how Dunkin’ is popping a web page with its advertising and marketing technique in a holistic sense, honing in on extra formidable model constructing, CMO Jill McVicar Nelson instructed Advertising and marketing Dive.

“In right this moment’s tradition, I believe that willingness to interrupt the fourth wall and be actual goes a great distance,” stated Nelson over electronic mail.

Pepsi ushers in new period with vibrant visible overhaul

Entrepreneurs are at an “inflection level,” per GroupM analysis, with COVID habits waning however client tastes remaining in flux. The post-pandemic transition has impressed myriad model refreshes and repositionings in 2023, however none as placing or expansive as Pepsi’s, which touches throughout channels from packaging to trucking fleets and coolers.

For the overhaul, detailed forward of its implementation for the soda marketer’s one hundred and twenty fifth anniversary within the fall, Pepsi ditched the minimalism and easy coloration palettes that outlined a decade when Fb’s Alegria type grew to become ubiquitous. With Y2K aesthetics again in vogue, the model embraced maximalism in electrical blues and sharper blacks, complemented by a bolder customized typeface and wordmark brand. Variants like Pepsi Zero Sugar Wild Cherry and Mango are redesigned to return in ornamental, fruit-laden packaging, whereas the Pepsi model broadly is rolling out a “pulse” motif to speak power and tie again to its music historical past.

“It is stark and clear, it harkens simply sufficient to heritage with out being regressive, and doesn’t lack for dumb-simple readability — and isn’t dumb-simple what makes good mass advertising and marketing?” stated Aki Spicer, chief technique officer at cultural company Cashmere.

The shakeup acknowledges Pepsi Zero Sugar as a grasp model, with the better-for-you choice now dominating key sponsorships just like the NFL. It’s also meant to accommodate the calls for of an more and more phygital panorama and emergent alternatives in areas like Web3.

As Pepsi prepares to introduce customers to the makeover, it has continued to pump out eye-catching advertising and marketing, together with a sweltering summer season marketing campaign starring international music star Dangerous Bunny. Kantar’s BrandZ stated that the PepsiCo soda has come to be outlined by “nice promoting,” rising its worth 17% in 2023 to $18.8 billion and touchdown among the many prime 100 most-valued manufacturers globally.

“With the disclosing of our new visible id there was a renewed pleasure in regards to the model — this new look was a labor of affection, a number of years within the making, and researching and correct client testing was a necessary a part of our general course of,” stated Todd Kaplan, Pepsi’s CMO, over electronic mail. “We all know customers love the brand new brand, as we now have performed in depth client analysis and continued to obtain nice responses, with followers applauding the enticing coloration palette, distinctiveness and general trendy look.”

Amazon’s ‘Marvelous Mile’ dominates Fifth Avenue

Throughout a interval largely influenced by tightened advertiser budgets, few experiential activations have felt fairly as wide-spanning as Amazon Prime Video’s New York Metropolis pop-up occasion celebrating the ultimate season of its award-winning collection “The Marvelous Mrs. Maisel.”

Appropriately titled the “Marvelous Mile,” the flashy occasion was hosted April 14, 2023, and touted a mile-long pink carpet stretching for 10 blocks of Fifth Avenue. The show, which tied into Prime Video’s bigger “Maisel Tov” marketing campaign, featured a handful of interactive stops harkening again to previous seasons of the present together with picture alternatives and giveaways marrying themes of the collection with on-brand ‘50s and ‘60s nostalgia.

Extra advertising and marketing got here from tie-ups with close by venues, notably Saks Fifth Avenue’s New York flagship retailer, which is the place customers might discover classic vehicles and taxis, black and white cookies from Manischewitz and authentic clothes seems to be from the present featured inside the retailer’s heart six home windows.

In whole, the occasion noticed an estimated 750,000 attendees and toppled expectations, in keeping with Jennifer Verdick, head of partnerships and client occasions for Amazon Prime Video. The exec famous that the profitable effort was a part of the corporate’s bigger technique to foster “stunty,” culture-driven advertising and marketing.

“You might not purchase the power that happened on the pink carpet that day,” Verdick wrote in emailed feedback.

Prime Video moreover managed to move the power of the Marvelous Mile past New York with social-first activations inclusive of a hashtag problem to the tune of “Pink Shoe Laces,” a 1959 hit that doubled because the soundtrack for eight shock dance performances in the course of the occasion. Dubbed the #PSLChallenge, the trouble proved wildly in style, Verdick stated, garnering over 50 million views throughout TikTok and Instagram.

“As a marketer, you deliver components that you simply assume will resonate with followers and this second — with over 50MM views — continues to ship and shock us in one of the best ways potential,” Verdick stated.

Burger King’s earworm jingle resurrects the Whopper

Authentic music and recent takes on iconic songs have grow to be a extensively used advertising and marketing software, nevertheless, Burger King in pursuit of a turnaround took it to the subsequent stage with its inescapable “Whopper Whopper” jingle, a remix of its Nineteen Seventies “Have It Your Approach” tune that, regardless of its simplicity, has grow to be a viral sensation and sales-boosting success.

The jingle — which musically breaks down the Whopper’s elements — is a part of the chain’s bigger “You Rule” model positioning, which was launched in October 2022 and made with OKRP, the chain’s artistic agency-of-record for the U.S. Nonetheless, its declare to fame primarily stems from the NFL season, the place strategic media buys dealt with by company PHD elevated Burger King to command the No. 1 share of voice within the NFL amongst restaurant manufacturers.

Unavoidable for soccer followers, the jingle shortly achieved social media virality, spanning memes, tweets and TikTok remixes which have carried it into the current day. In hopes of constant the development, Burger King additionally acted on client requests to drop the tune on Spotify, including it to the platform early into 2023. The jingle has since garnered over 5 million listens.

“The true filter for BK and our companies grew to become how will we give attention to the individuals who made [the jingle] go viral within the first place,” stated Zahra Nurani, vp of selling communications for Burger King North America, in emailed feedback.

Moreover, regardless of the jingle’s success round soccer season, the chain opted to forego a 2023 Tremendous Bowl advert, as a substitute releasing a industrial urging customers to share their very own twist to the music on TikTok utilizing a karaoke model. In whole, 12,000 items of user-generated content material stemmed from the trouble, whereas the marketing campaign garnered over 1 billion social media impressions and over 985 million views via #whopper on TikTok.

“We’re dwelling in a sound-on world, and that is one other nice instance of the ability of music to hold a model’s story and embed that story deeply into tradition,” stated Geoffrey Goldberg, co-founder and chief artistic officer at Movers+Shakers, in emailed feedback. “They created a easy, catchy, unmissable piece of content material (on this case, a really earworm-y music!) that allowed it to catch fireplace and invite a dialog.”

The “You Rule” tagline and jingle each fall underneath Burger King’s “Reclaim the Flame” revitalization plan, unveiled in September 2022, that features a $150 million funding in promoting efforts. The plan to date has proven promise, with the chain reporting double-digit same-store gross sales development within the first quarter of 2023 alongside surging Whopper gross sales. The chain in Kantar’s 2023 BrandZ rankings additionally noticed its worth enhance to $7.7 billion, an 8% year-over-year enhance.

Dove rallies for safer social media laws

Whereas social media continues to be undeniably in style for youthful audiences — and the entrepreneurs vying to achieve them — the channel has concurrently confirmed to be a serious contributor to the continuing youth psychological well being disaster. Whereas some manufacturers have responded through the use of much less filters or in search of out extra real partnerships, Dove took it a step additional by calling for systemic change.

A part of its long-running Self-Esteem Mission, Dove on April 12, 2023, launched the Marketing campaign For Children On-line Security in partnership with body-positive musician Lizzo, Frequent Sense Media and ParentsTogether Motion. The hassle advocates for the 2023 Children On-line Security Act (KOSA), which has but to be handed, that may enact safeguards to guard youngsters’ on-line experiences and restrict their publicity to poisonous magnificence content material.

“What’s particular in regards to the marketing campaign is that Dove is a model that does promoting, a giant precedence for Dove is making an attempt to promote its merchandise, however that does not imply that it could actually’t even be concerned in activism and making an attempt to advertise social consciousness” stated Ali Fazal, vp of selling for creator platform Grin. “I believe it is a stability that a number of manufacturers are attempting to strike.”

On the core of the trouble is a three-minute quick movie, “Value of Magnificence: A Dove Movie,” which tells a real story of a younger girl who developed an consuming dysfunction whereas being uncovered to poisonous magnificence content material on social media. The spot, set to a model of “You Are So Stunning,” doubles down on its intentions to resonate by later together with a slew of real-life survivors of psychological well being points sitting alongside their dad and mom.

Highly effective marketing campaign supplies and a transparent intent for motion by Dove are indicative of the care entrepreneurs can supply as they try to resonate with the youthful demographic, a gaggle identified for in search of out these with comparable values, Fazal added. The transfer additionally positions the model for instance for others as the subject of psychological well being and social media continues to be hashed out.

“Dove has fairly constantly been a frontrunner in driving type of physique positivity and variety inside their advertising and marketing,” Fazal stated. “I can solely hope that different corporations will comply with swimsuit.”