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Reddit has unveiled its 'People are the Best' brand campaign, highlighting the insightfulness of real human conversations on the platform to distinguish itself from other apps flooded with AI-generated content. The campaign involves agency Mischief, with initial ads launching in New York and Chicago, and plans to expand to more U.S. markets.
TikTok Shop is becoming a new growth engine for food and beverage brands, with its food category sales doubling year-over-year. The platform shortens the consumer path through 'discovery shopping' and accelerates the product innovation cycle—from content trends to commercialization in just months. Giants like PepsiCo, Mars, and Hershey have deeply participated, while emerging brands leverage this to lower the barrier to trial and error. Amanda Parker, Head of TikTok Shop's Food Business, details the key success factors and common pitfalls.
Non-alcoholic beer brand Bero, co-founded by actor Tom Holland, launched at the end of 2024 and achieved nearly $10 million in sales in 2025. By partnering with brands like Barry's and Chase, the brand targets an active lifestyle audience, seeking growth in a market projected to reach $38 billion by 2030.
According to research shared by LQ Digital with Marketing Dive, over 40% of brand mentions in organic search results do not appear in AI search summaries, while 28% of brands cited by AI do not appear in organic results. YouTube videos appear 4.3 times more often in AI summaries than in organic search, while Reddit is cited 3.9 times more frequently in organic search than in AI. Query phrasing affects brand presentation, with category queries more likely to produce brand results.
As the oldest consumer brand among the official sponsors of the U.S. Semiquincentennial Commission, John Deere faces the challenge of connecting with younger generations in a rapidly changing market. Jen Hartman, the company's director of global corporate reputation and brand marketing, explains how the company is building emotional bonds with new consumers through baseball partnerships, TikTok content strategies, and 250th anniversary celebrations, all while reinforcing its historical brand legacy.
As the United States approaches its 250th anniversary, Brand Keys has released its 25th annual survey of the 'Most Patriotic Brands.' The study, covering 1,200 brands across 120 categories, found that consumers' definition of patriotic brands has shifted from 'Made in America' to brand values and cultural roles. Traditional heritage brands like Jeep and Ford hold the largest share (18%), lifestyle brands such as Coca-Cola and Disney account for 13%, and everyday brands like Walmart and Amazon make up 12%. Notably, innovative brands such as Apple, Microsoft, and ChatGPT have entered the list for the first time under the concept of 'innovation as patriotism,' indicating that patriotic perception is evolving from product attributes to brand positioning strategy.
With its dense official agenda, brand activations, and social events, the Cannes Lions Festival easily induces FOMO among marketers. Marketing Dive has compiled coverage from this year's event, highlighting key developments such as Publicis' acquisition of LiveRamp and OpenAI's advertising business, while noting that some major deals may only become clear weeks later.
Ulta Beauty had a strong start to the fiscal year, with net sales up 11.1% year-over-year to $3.2 billion. CMO Kelly Mahoney recently spoke with Marketing Dive about how the brand leverages the 'Supergirl' partnership, the Ulta Beauty Collective creator program, retail media network UB Media, and TikTok Shop to achieve synergy between brand building and commercial growth.
Retail media's role at the Cannes Lions International Festival of Creativity is shifting from a low-key performance channel to a connection point between creativity and commerce. This week, Instacart announced multiple product updates, including Ads Studio for co-creating with brands, and Immersive Feed, a TikTok-style vertical video shopping feed, and revealed that its AI shopping assistant will begin testing ads in the second half of this year. The company's Q1 advertising revenue grew 16% year-over-year to $286 million.
Walmart announced last week its plan to acquire Vibe.co, a connected TV advertising platform targeting small and medium-sized businesses, in a deal reportedly worth $1.2 billion in cash, marking its largest investment in advertising since acquiring Vizio for $2.3 billion in 2024. The move aims to catch up with Amazon, whose annual advertising revenue is roughly ten times that of Walmart. Industry experts believe the deal lowers the barrier to entry for CTV advertising and drives the convergence of retail media and streaming TV.