Topic | Brand Activation

Yin Woon Rani, VP of integrated marketing at Campbell’s, on the strategy behind the “Welcome to the Family” Prego consumer experience.

Facial recognition technology, samples and makeup classes draw young Millennials to the Lancôme Pop-Up shop.

The NBA jersey sponsorships opportunity will put branded logos on team player's jerseys for the first time.

On a quest to reach new customers, Lululemon's This is Yoga campaign is its answer. The strange part is that there is no yoga practiced in the campaign.

Rebecca Duke, senior brand manager, Mars Chocolate North America, on launching a candy in the U.S.—Maltesers—that is beloved in the UK.