Last week, several of the world’s biggest brands refreshed their marketing messages to better meet the needs and priorities of today’s consumers. Dive into their brand updates and new campaigns in our Marketing Must Reads.

American Eagle’s “Live Your Life” Brand Campaign

To kick off their new brand platform and fall campaign, American Eagle is refreshing one of their classic taglines. Their “Live Your Life” campaign aims to modernize the brand for Gen Z and Gen Alpha, focusing on values like self-expression and human connection while also playing into millennials’ nostalgia for the tagline. American Eagle’s fall marketing push includes a partnership with tennis player Coco Gauff, tie-ins with college football, and digital ads that share disposable camera footage.

With “Live Your Life,” American Eagle hopes to build on their recent success. In 2024 Q1, the retailer recorded record-high revenue. According to executives, back-to-school season represents the most crucial period of sales for the brand. Find out more about American Eagle’s refresh here: https://www.retaildive.com/news/american-eagle-live-your-life-brand-platform-back-to-school-campaign/722368/

Nike’s Marketing “Comeback”

During the start of the Paris Olympics, Nike launched its new marketing campaign, which has been dubbed the brand’s “comeback moment.” Throughout the past year, Nike has seen sales dip by two percent as challengers like On and Hoka gain ground. The new ads show the brand taking an edgier approach, titling the campaign “Winning Isn’t For Everyone” and exploring the ruthless qualities athletes need to succeed. The first video ad, along with supporting digital and out-of-home messages, feature language like “I have zero remorse,” and “My dream is to end theirs.”

Nike’s Olympics campaign stands in contrast to many other sponsors of the Games, who often use themes of unity and togetherness in their marketing. Nike even selected Willem Dafoe to narrate their first ad, an actor best known for his villainous movie roles. Learn more about Nike’s new cutthroat marketing approach here: https://www.marketingdive.com/news/nike-summer-olympics-2024-ad-campaign-willem-dafoe/721973/

Uber Launches New Tagline & Sonic Brand

Speaking of feel-good campaigns, last week, Uber launched a new tag line and sonic branding during the opening ceremony of the Olympics. The brand’s new tagline, “On Our Way,” highlights how supportive it can feel to simply be “on the way.” In their first ad utilizing the tagline, Uber showcases how their drivers can help customers show up for their loved ones during moments both big and small.

The spot also focuses on the viewer’s sonic experience with a soundtrack that includes the Beatles’ “I Want to Hold Your Hand,” as well as Uber’s first sonic branding. At the end of the ad, as the Uber logo appears on the screen, we hear a sound that mimics a doorbell chime, meant to remind us of the classic noise we hear when someone has arrived. This is Uber’s first attempt at sonic branding, with the sound now appearing on the brand’s mobile app, website, and social media profiles. Watch “On Our Way” and learn more about Uber’s updated approach to branding here: https://musebycl.io/advertising/lou-reed-beatles-drive-uber-paris-olympics

Best Buy’s AI-Focused Refresh

In hopes of counteracting a two-year decline in sales, Best Buy recently launched “imagine that.,” a new brand campaign that highlights Best Buy’s role in consumers’ lives. The first ad showcases customers discovering new technology with Best Buy and exploring how the devices can improve their lives. The spot also introduces Gram, the brand’s first “spokeshologram,” who is tasked with sparking consumers’ imagination.

In addition to the spokeshologram, Best Buy is further utilizing AI to add personalization to their mobile app, which now includes a Discover function to provide users with personalized product recommendations. Best Buy is also using their campaign to usher in a brand refresh, which adds colors like magenta, teal and red to its longtime blue and yellow branding scheme. Catch up on all the details of Best Buy’s new marketing push here: https://www.marketingdive.com/news/best-buy-brand-refresh-gram-spokeshologram-back-to-school/722011/