May 23 - How brands are trying to stay fresh in 2025

Inside Puma’s new brand positioning and largest global campaign to date; How Walmart’s latest brand refresh reinforces bigger digital ambitions; Brawny brings back the Brawny Man for brand refresh; Twix ditches left-right divide for new brand position around unity View online | Signup

Daily Dive May​ 23,​ 2025 | Today’s news and insights for marketing leaders   BROUGHT TO YOU BY — Instant Unlock Parisa Wang’s secret retention playbook This NYC fashion brand used Instant to re-engage lost traffic and add $32K in incremental revenue in just 30 days - at a 14.8x ROI. See how they did it.   NOTE FROM THE EDITOR As marketers head into the unofficial start to summer, many are likely welcoming a chance to unwind. The year so far has been beset by chaos stemming from tariffs, but some trends have held constant despite the turmoil. Rebrands, refreshes and repositionings remain popular as legacy companies try to better appeal to cohorts like Gen Z, adapt to emerging media platforms and fend off a wave of disruptors.  Some of these updates are minor and come from companies that are growing, but don’t want to get comfortable resting on their laurels. Others are wide-ranging and respond to more existential threats, such as waning relevance and slumping sales. Below, Marketing Dive has assembled the brand reinventions that have captured attention in 2025. These stories provide insight into how marketing decision-makers are looking to stay ahead of the curve.    Marketing Dive will not publish a newsletter on Monday, May 26, in recognition of Memorial Day. We’ll be back in your inbox on Tuesday, May 27. As always, thanks for reading. Peter Adams Senior Reporter, Marketing Dive X/Twitter | Email How JCPenney’s new brand positioning is subverting consumer expectations “Anonymous Ads” was created and executed by new appointments Mischief and VaynerMedia, and helps the brand address a “sea of sameness” in retail. Inside Puma’s new brand positioning and largest global campaign to date The sportswear company will increase marketing investments by 40% in support of a campaign, “Go Wild,” that was created by Adam&eveDDB. UPDATED How Walmart’s latest brand refresh reinforces bigger digital ambitions The first such update since 2008 for the big-box store introduces more vibrant colors and promotes its spark logo as a stronger standalone brand asset. TRENDLINE The top data marketing trends Today’s brands and marketing teams are experimenting with a variety of data-driven ways to engage online consumers at scale and not run afoul of privacy concerns. Explore the latest in this Trendline. Brawny brings back the Brawny Man for brand refresh A new campaign includes always-on social content, influencer partnerships and real-time engagement across TikTok, Instagram and Facebook. Twix ditches left-right divide for new brand position around unity The $70 million effort acknowledges young consumers are sick of polarization and capitalizes on the growing fondness for maximalism. SkinnyPop shows off brand refresh in comedic campaign with Jennifer Aniston The “Popular for a Reason” campaign leverages Hershey’s advertising partnerships for maximum reach and includes an Oscars integration. Read more news Unlock the Power of Data-Driven Direct Mail For years, brands have relied on digital marketing to refine their audience targeting, but many have overlooked how advanced direct mail has become. Learn more in this playbook. Download Now From Our Library Webinar - on demand 5 Essential Tips for Successful AI Adoption Custom content for Validity Playbook 5 Strategies to Turn Customer Data into Revenue Custom content for Baesman Webinar - on demand How to Take Your Retail Media Network to the Next Level Custom content for Kevel Playbook The Marketing Leader's Guide to Agile Branding & Rebranding Custom content for ButterCMS Trendline AI’s impact on marketing strategies Supported by ZetaGlobal View all resources Upcoming Events 11 JUN Virtual Event | 6 a.m. ET New-School ABM: Concrete Solutions for Busted Tactics Presented by Informa TechTarget 24 JUN Conference | 3:30 a.m. ET ROI Summit EMEA: Navigating the Future of B2B Marketing London, United Kingdom Presented by Informa TechTarget Company Announcements Press releases from companies in your industry. Glance AI Launches AI-Native Commerce Platform Built on Deep Commerce Intelligence and Hyper-Real Visual Shopping Press release from Glance Post a press release 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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