July 3 - Do brand refreshes hit the spot?

7-Eleven refreshes Slurpee with ‘Anything Flows’ campaign; Chips Ahoy! updates marketing recipe to stay relevant with Gen Z; Kraft Singles refreshes brand with bold colors, easier-to-open packaging; Oscar Mayer rebrands Wienermobile for first time since 1936 View online | Signup | Forward

Daily Dive July​ 3,​ 2023 | Today’s news and insights for marketing leaders NOTE FROM THE EDITOR In an otherwise muted year for marketing, brand refreshes have been bountiful. The trend comes at an inflection point, with pandemic-driven habits waning and ad spending remaining under pressure due to macroeconomic headwinds. Coloring these efforts is a sense of anticipation: Do they lay the groundwork for a marketing resurgence once short-term uncertainty eases? Some shakeups have been big and bold while others are smaller but still demonstrate that marketers want to reintroduce themselves to consumers whose tastes and media consumption habits have radically shifted. Value, comfort and a sense of playfulness or self-expression are recurrent themes as brands try to lighten the mood. Marketing Dive will not publish news today or tomorrow in recognition of July Fourth. Instead, we’ve assembled below some of the most noteworthy recent moves that fall under the “re” category: rebrands, refreshes and repositionings. Be sure to keep an eye out for our special H1 2023 newsletter dropping next week that will showcase standout campaigns and the most impactful underlying industry trends that are likely to inform strategies for the second half and upcoming holiday season. Our regular daily newsletter will also be back in your inbox starting Wednesday, July 5. As always, thanks for reading. Peter Adams Senior Reporter, Marketing Dive Twitter | Email Pepsi embraces maximalism for first visual overhaul in 14 years Muted tones are out while electric colors and a new “pulse” motif are in as the brand prepares for its next chapter of digital marketing. 7-Eleven refreshes Slurpee with ‘Anything Flows’ campaign Each of four new TV spots focuses on a different Slurpee flavor and features a diverse cast of individuals that embrace self-expression. Chips Ahoy! updates marketing recipe to stay relevant with Gen Z Placing animated cookie spokesperson Chip on different digital platforms and planning a themed yacht party are two of the ways the brand is staying fresh. Kraft Singles refreshes brand with bold colors, easier-to-open packaging The first overhaul in five years arrives as the brand looks to maintain its momentum during a period of high inflation.  Oscar Mayer rebrands Wienermobile for first time since 1936 A name change to the Frankmobile promotes the brand’s reformulated all-beef franks ahead of summer cookout season. Stella Artois crashes into dining trends, shifts brand positioning The AB InBev brand is putting a bigger focus on casual dining in an attempt to court consumers as dinner habits evolve.  Peloton’s latest brand revamp arrives as revenue drops 22% The refresh brings a free membership tier and a new in-app content feature, Peloton Gym, as the brand strives to be more accessible. AB InBev’s Kona beer surfs into summer with new name, brand refresh “Bring the Aloha” showcases the new moniker Kona Big Wave and sees the brand lean into its Hawaiian heritage, including an association with surfing. Read more news From Our Library Trendline The latest trends in direct-to-consumer retail Supported by Nebulab Webinar - on demand Leverage Data-Driven Strategies to Drive Sustainable Growth Custom content for CoreLogic Infographic 3 Ways You Get More Bang for Your Buck with Virtual Events Custom content for BlueJeans Playbook How Best-in-Class Businesses are Leveraging Integrated Data Custom content for Pacvue View all resources What We’re Reading The Wall Street Journal How AI Has the Advertising Business Excited—and Worried Ad Age Barbie’s dream brand collaborations—inside the movie’s marketing machine Social Media Today Meta Publishes New Report on Evolving Data Privacy Rules, And How They’ll Impact Marketers Suggest a story we should read Dive Into a Topic Brand Strategy Mobile Creative Social Media Video Agencies Data/Analytics Influencer Marketing Ad Tech CMO Corner Share Marketing Dive: Daily Dive and get rewarded. You’ve referred 0/10 readers. Share your link: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76

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