Profiles & Campaigns
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Acquisition
Gap’s Athleta Taps Celebrate Girls Movement
The Gap-owned retailer, Athleta, has joined dozens of mainstream brands celebrating girls’ strength and confidence with the Athleta “Power of She” campaign.
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Acquisition
Ben & Jerry’s Founders Arrested: A Stunt or Not?
Ben & Jerry’s founders were arrested in Washington, DC, this week. Marketing stunt or political statement?
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Acquisition
M&M’s Rewinds History to Be “Cool”: VP Marketing
Berta De Pablos-Barbier, vice president, marketing, Mars Chocolate North America, on the marketing strategy behind M&M’s 75th Anniversary celebration.
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Acquisition
Gillette Unveils 2016 Olympic Video
Gillette, owned by P&G, has released a new 30-second spot for its 2016 Olympic sponsorship and the names of some of of its professional athlete partners.
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Acquisition
Lean Cuisine’s Double-Digit Digital Turnaround
Jeff Hamilton, president, Nestlé Prepared Foods, shares how Lean Cuisine deleted the word diet from its marketing lexicon and turned the brand around.
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Acquisition
Burberry Uses Snapcodes to Unlock Fragrance Content
Burberry is the first luxury brand to use Snapchat’s ‘Snapcode’ on its products in stores to encourage shoppers to scan the code to unlock exclusive content.
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Acquisition
A Campaign is Mocked and the CMO is Out
Marketing missteps happen, and here’s another one. A video to promote Rhode Island mixed up images of buildings, among other mistakes.
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Acquisition
Honda Offers Sleek Driving Shoe with 2016 Civic
Honda is stepping out with a hot pair of sneakers sold with its 2016 Honda Civic as part of its new “Drive in Design” campaign.
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Acquisition
Royal Caribbean CMO Jim Berra on Marketing the Mega Cruise Line
Jim Berra, CMO of Royal Caribbean International, on the brand’s social and digital strategy to market to Millennials and new cruisers.
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Profiles & Campaigns
Mattel Becomes Relevant Again By Reinventing Barbie
Barbie has always been a gal of action, and her latest big move was to help reinvent Mattel, the company that created her.