Day: June 22, 2020

Campaign Trail: Visual refresh positions TBS as a genre-fluid network

Campaign Trail is our analysis of some of the best and worst new creative efforts from the marketing world. View past columns in the archives here.

As entertainment content blurs the lines of traditional genres and bends across digital platforms, WarnerMedia looked to rethink its properties as categorized by the tone or feeling consumers perceive when viewing. For TBS, the company’s top comedy network, that meant repositioning it as a genre-fluid, taste-driven destination. But before WarnerMedia and its agency Trollbäck+Company could begin delivering that revamped visual identity to viewers’ screens this week, the team had to first define the brand’s

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Samuel Adams celebrates Pride with GLAAD partnership, video series

Dive Brief:

  • Beer brand Samuel Adams teamed up with nonprofit GLAAD for a new platform to celebrate the LGBTQ+ community during Pride Month, the company shared with Marketing Dive via press release.
  • The Love Conquers All platform centers around a video series titled “Poetry of Pride.” The videos star notable members of the LGBTQ+ community including Broadway’s Jelani Remy, L Morgan Lee, Thayne Jasperson and veteran Stonewall bartender Fredd E. Tree reciting poetry inside New York’s Stonewall Inn, the location of the 1969 Stonewall Riots. A new limited-edition rainbow can for the beer flavor Love Conquers Ale Blackberry Basil Lime
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Uncle Ben, Cream of Wheat chef and Mrs. Butterworth all under review for racist imagery

Dive Brief:

  • Less than a day after PepsiCo announced it would be doing a complete rebrand of its Aunt Jemima products, the Uncle Ben’s brand will be undergoing a “brand evolution,” according to a statement on the website of its parent company Mars.
  • B&G Foods, which owns Cream of Wheat, also said it would be doing an “immediate review” of the breakfast cereal’s packaging, which features a picture of a Black chef. “We understand there are concerns regarding the Chef image, and we are committed to evaluating our packaging and will proactively take steps to ensure that we and
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Hilton CMO departs as hospitality giant cuts 22% of corporate workforce

Dive Brief:

  • Hilton CMO Kellyn Smith Kenny is leaving the hospitality giant after two years, the executive announced in a LinkedIn post reported in Adweek.
  • Joining the hotel chain from Uber in January 2018, Smith Kenny was known for her work expanding Hilton’s loyalty program, which grew to 100 million members under her purview. Her departure follows Hilton’s announcement Tuesday that it would lay off 2,100 employees, or roughly 22% of its corporate staff.
  • Hilton is making steeper cuts and extending prior furloughs as its business continues to be rocked by the coronavirus pandemic, which has decimated
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