Feb. 25 - Gatorade taps sports GOATs for global campaign | Lay's brings trivia to 'The Voice'

Lay's teams with 'The Voice' on weekly trivia, new flavors; Dodging the pitfalls of meme-inspired branding; Ikea pushes Swedish dreams in National Sleep Awareness Month promotion; DTC's impact on marketing unlikely to cool despite slew of bad news, analysis says View online | Sign up | Forward

Marketing Dive's Top News Daily edition | Feb.​ 25,​ 2020 Gatorade taps sports legends for global 'GOAT Camp' campaign PepsiCo is following through on plans to put more marketing muscle into its "classic brands" with an effort featuring Michael Jordan, Serena Williams, Lionel Messi and Usain Bolt. Lay's teams with 'The Voice' on weekly trivia, new flavors The effort to weave in trivia suggests that marketers still have a desire to reach consumers in this way despite HQ Trivia's recent closure. Opinion Dodging the pitfalls of meme-inspired branding With an intuitive and aesthetic understanding of online subcultures, marketers can create anchors for their brand that leave room for growth, writes CBX's Jaime Klein Daley. Ikea pushes Swedish dreams in National Sleep Awareness Month promotion An in-store sleepover, Giphy content and a sweepstakes with Fooji are part of the latest extension to the retailer's sleep-themed marketing. DTC's impact on marketing unlikely to cool despite slew of bad news, analysis says GroupM's Brian Wieser ​suggests blows to would-be disruptor brands like Brandless may tell a story that's more negative than underlying trends. Ruby Love's 'Period Pal' aims to tackle taboo in debut campaign Debuting ahead of Women's History Month, the effort is well-timed to boost brand awareness while working to normalize conversations about menstruation. Deep Dive Why marketers must evolve their outlook on gender — or lose out From consumer campaigns to product design, the adoption of less narrow, binary definitions of gender could be critical to growth and winning over audiences like Gen Z.   Read more news What We're Reading Food Dive Big CPGs warn of financial hit from coronavirus as global outbreak worsens The Wall Street Journal Toy Industry Looks to YouTube Talent for Next Generation of Merchandise The Drum Bacardi names Kathy Parker as CMO for Patron and Grey Goose Digiday Bleacher Report is expanding its NBA-themed fashion line Suggest a story we should read From Our Library Webinar - on demand How AI and Cross-Industry Intelligence Will Power the Retail Experience in 2020 By Brand Studio View all resources Upcoming Events How to Intelligently Prevent Fraud and Drive Growth March 11, 2020 - March 11, 2020 | Webinar 2pm ET Why Every Brand Should Be Rethinking Their Influencer Strategy March 24, 2020 - March 24, 2020 | Webinar 11am ET 5 Ways That Location Intelligence Can Drive Traffic and Improve Sales March 31, 2020 - March 31, 2020 | Webinar 2pm ET Dive Into a Topic Marketing Tech Creative Social Media Video Analytics Executive News Mobile Share Marketing Dive with others and get rewarded. You've referred 0 readers. To become an official Dive Insider, just successfully refer 10 contacts to Marketing Dive. Here's your link to share: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76

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