Marketing Dive’s Post

The IPA Effectiveness Awards have turned effectiveness into the global language of marketing. Acclaimed across the world for their rigour, winning an Effectiveness Award opens doors, builds brands, launches careers, grows budgets, attracts talent and advances knowledge. Multiple gold winner Tom Roach shared his personal view with WARC on the huge value of the awards and showcases the top 20 most popular IPA cases on WARC since 2021 including: Cadbury, Baileys, McDonald's, Gordon's Gin, KFC, Guinness, Heineken, Heinz and Tango. Explore these case studies and more via the link below. #Marketing #BrandMarketing #MarketingEffectiveness

Coke is still the number one soda in America. However, there is now a new runner up, and that’s Dr. Pepper. This overtaking was not by accident, but rather through intentional strategy, and operating with a future-facing vision in mind. By sponsoring talent for long-term deals, collaborating with popular sports, having a strong social media presence, and creating content that will attract attention, Dr. Pepper has rightfully climbed the ranks. Interested to see how Pepsi will respond now that it’s been demoted to 3rd. #Marketing #MarketingStrategy #Branding

In the annals of marketing history, few campaigns have achieved the iconic status of the Pepsi Challenge. Launched in the mid-1970s, this bold initiative not only transformed PepsiCo's fortunes but also left an indelible mark on the beverage industry and advertising strategies. By leveraging the power of direct consumer engagement and a touch of competitive audacity, the Pepsi Challenge reshaped the cola wars and influenced marketing paradigms for decades to come. The mid-1970s were a time of fierce rivalry in the soft drink industry, dominated by Coca-Cola and PepsiCo. Despite Pepsi's efforts, The Coca-Cola Company maintained a significant market share lead. Pepsi needed a game-changer. Enter the Pepsi Challenge. Click on link for entire feature https://lnkd.in/gKhkqYsq

In the annals of marketing history, few campaigns have achieved the iconic status of the Pepsi Challenge. Launched in the mid-1970s, this bold initiative not only transformed PepsiCo's fortunes but also left an indelible mark on the beverage industry and advertising strategies. By leveraging the power of direct consumer engagement and a touch of competitive audacity, the Pepsi Challenge reshaped the cola wars and influenced marketing paradigms for decades to come. The mid-1970s were a time of fierce rivalry in the soft drink industry, dominated by Coca-Cola and PepsiCo. Despite Pepsi's efforts, The Coca-Cola Company maintained a significant market share lead. Pepsi needed a game-changer. Enter the Pepsi Challenge. Click on link for entire feature https://lnkd.in/gKhkqYsq

In the annals of marketing history, few campaigns have achieved the iconic status of the Pepsi Challenge. Launched in the mid-1970s, this bold initiative not only transformed PepsiCo's fortunes but also left an indelible mark on the beverage industry and advertising strategies. By leveraging the power of direct consumer engagement and a touch of competitive audacity, the Pepsi Challenge reshaped the cola wars and influenced marketing paradigms for decades to come. The mid-1970s were a time of fierce rivalry in the soft drink industry, dominated by Coca-Cola and PepsiCo. Despite Pepsi's efforts, The Coca-Cola Company maintained a significant market share lead. Pepsi needed a game-changer. Enter the Pepsi Challenge. Click on link for entire feature https://lnkd.in/gfY_c_uk

High Noon and the House that Portnoy Built: High Noon launched in 2019 and just a few years later in 2023 sold over 550 MILLION cans. The growth was largely on the back of Dave Portnoy and Barstool Sports who helped launch, and continue to promote the brand. I tweeted about High Noon yesterday and Portnoy made sure to retweet and remind his audience about his pool float launch video, but more importantly, that the brand is very quickly on track to sell over 1 billion cans. This is incredible growth, and certainly one of the fastest growing alcohol brands of all time. It's also a case study of what can happen when the right product is effectively marketed to the right audience at the right time. RTD's were far earlier in their growth curve in 2019 and Portnoy/Barstool had (has) the authentic connection with an audience to kickstart serious velocity for a brand. The alcohol industry is cyclical in nature, so I expect we'll continue to see more examples of these kinds of brand launches and new product introductions. But regardless of what we see in the future, High Noon will certainly remain in the history books as one of the most impressive growth stories the business has ever seen. Well done Portnoy and well done to parent company Gallo for picking the right jockey for the High Noon horse! - Enjoyed this post? Follow me Noah Sanborn Friedman for more like it and reshare with your network so they can enjoy it as well!

What do pizzas and talent shows have in common? According to a recent Domino’s Pizza advertising campaign, both need Simon Cowell. Unique advertising mashups have been popular for years and became ubiquitous in 2024. However, these relationships depict a more significant trend for thought leaders: the rise of the branded vibe. But in the age of influence, expertise alone doesn’t drive opportunities. Cowell wasn’t selected for his credentials. Domino’s Pizza chose him for his backstory. The company hired him for one reason: his blunt, “but I’m right” communication style. That makes him a great introduction to Domino’s quality captains, the real objective of the advertising campaign. You may not think so, but this dynamic is at play in the B2B market. How you show up not only grabs the spotlight; it also allows you to create relationships with your marketplace. That relationship can be a tool for what the client really wants. Like Cowell highlighted the hard work of the quality captains, your vibe can be leveraged in sponsorship or brand ambassador deals. Creating a new version of a brand voice takes some strategy. A good starting point is to ask yourself: What can I be a conduit for? What can I help my clients do? (Read the article about Domino's ad campaign with Simon Cowell: https://lnkd.in/gmYmJ9-Z) #Advertising #Branding

Bart LaCount has been appointed as the new Chief Marketing Officer (CMO) for popeyes in the U.S. and Canada, following the promotion of former CMO Jeff Klein to president of the fried chicken chain. LaCount, who previously worked at PepsiCo for nearly two decades, will lead all marketing efforts for Popeyes with a focus on driving traffic and accelerating sales growth. “Bart brings an incredibly well-rounded marketing background to this role as we look to deepen brand relevance in communities where we are loved and expand relevance where Popeyes should be better known — all as part of the strategic plan built with and endorsed by our franchisees,” said Jeff Klein, president of Popeyes North America, in a statement. Before joining popeyes, LaCount held the role of Vice President of International Beverages Marketing at PepsiCo, where he managed brands like Gatorade, Aquafina, and Rockstar. His extensive experience in the beverage industry is expected to bring a fresh perspective to Popeyes’ marketing strategy as the chain continues to expand its presence in the competitive quick-service restaurant (QSR) market. In addition to LaCount’s appointment, Popeyes has promoted Matt Rubin to the position of Chief Digital Officer for the U.S. and Canada. Rubin, who was previously the Vice President of Digital for the chain, will now oversee digital and technology teams focused on enhancing digital growth and improving the guest experience. This move underscores Popeyes’ commitment to strengthening its digital capabilities in an increasingly tech-driven industry. Click on the link to read more

𝗧𝗵𝗶𝘀 𝗶𝘀 𝗮 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝗺𝗮𝗱𝗲 𝗶𝗻 𝗳𝗹𝗮𝘃𝗼𝗿 𝗵𝗲𝗮𝘃𝗲𝗻… Taco Bell officially announced its collaboration with Industrias Tajín.  I've always championed holistic marketing strategies that focus on creativity, effective PR and data. Taco Bell’s new collaboration perfectly embodies this principle. So, what exactly makes this partnership so special? ▶️ 𝘐𝘵 𝘭𝘦𝘷𝘦𝘳𝘢𝘨𝘦𝘴 𝘵𝘳𝘶𝘴𝘵 𝘢𝘯𝘥 𝘦𝘹𝘱𝘢𝘯𝘥𝘴 𝘵𝘩𝘦 𝘢𝘶𝘥𝘪𝘦𝘯𝘤𝘦  Being both iconic brands in their own right, the coming together taps into loyal customer bases extending audience reach. ▶️ 𝘛𝘩𝘦𝘳𝘦 𝘪𝘴 𝘢 𝘤𝘳𝘦𝘢𝘵𝘪𝘷𝘦 𝘢𝘯𝘥 𝘪𝘯𝘯𝘰𝘷𝘢𝘵𝘪𝘷𝘦 𝘦𝘥𝘨𝘦 The drool-worthy new menu items such as the Tajín Crunchy Taco showcases a unique blend, bringing a freshness to the fast-food industry. ▶️ 𝘛𝘩𝘦 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘪𝘴 𝘤𝘰𝘴𝘵-𝘦𝘧𝘧𝘦𝘤𝘵𝘪𝘷𝘦 By joining forces, the brands share the spotlight and decrease individual marketing expenses while maximizing market presence. Taco Bell and Tajín's collaboration checks all the boxes in Konnect Agency’s latest Guide to Branded Partnerships such as: ✅ Confirming shared values  ✅ Outlining clear goals  ✅ Playing to each brand’s strength Taco Bell’s progressive approach to fast food with Tajín's adored seasoning is a great example of how brands can come together to create magic. What do you think is the perfect formula for effective partnerships? 💭 Are you a CPG brand looking for your next partnership? Konnect with me at Konnect Agency. #marketing #strategy #branding

Pepsi. KFC. Parker. 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘁𝗵𝗲𝘀𝗲 𝗯𝗶𝗴 𝗻𝗮𝗺𝗲𝘀 𝗵𝗮𝘃𝗲 𝗶𝗻 𝗰𝗼𝗺𝗺𝗼𝗻? They've all made significant marketing blunders due to localisation mistakes. Lost in translation, they were forced to rush into campaign do-overs and manage reputational damage 🤯 These giants can afford to stumble and recover. But for small and mid-sized companies, the stakes are much higher when entering new markets. Ideally, you'd partner with a top-notch local agency from the outset, guiding you through ideation to a solid communication strategy. But what if that's not an option right now? 🧵 Maybe it's a rush job, an experiment, or budget constraints. Whatever the case, here’s your survival guide: · 𝗡𝗮𝗺𝗲 𝗰𝗵𝗲𝗰𝗸 Run your brand name by locals to avoid unintentional comedy—or worse. · 𝗖𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝘀𝗮𝗻𝗶𝘁𝘆 𝗰𝗵𝗲𝗰𝗸 Have a local marketer review your banners and landing pages. It’s much cheaper than damage control. · 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗽𝗿𝗼𝘃𝗲𝗻 𝗰𝗵𝗮𝗻𝗻𝗲𝗹𝘀 𝗮𝗻𝗱 𝗯𝗮𝘀𝗶𝗰 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 Stick to tried-and-true channels that will reliably bring in your target audience. This allows for quick assessments of conversion, audience engagement, and scalability. · 𝗣𝗹𝗮𝘆 𝗶𝘁 𝘀𝗮𝗳𝗲 When in doubt, prioritize common sense over edgy creativity. You can push boundaries later. · 𝗔𝘃𝗼𝗶𝗱 𝗰𝗼𝗻𝘁𝗿𝗼𝘃𝗲𝗿𝘀𝘆 If something feels off, it probably is. Eliminate potential friction points. While this isn't a replacement for thorough market analysis and creative campaign planning, it’s a minimal guide for avoiding major pitfalls. What’s your experience with quick market entries? Any critical points to add to our list?