Dove, Dick’s and Mondelèz; Becoming part of their customer experience
In today’s marketing arena, the smartest brands aren’t simply advertising, they’re embedding themselves into the cultural, emotional, and experiential fabric of their audiences’ lives. Instead of competing for fleeting attention, they’re finding ways to live in the same spaces their customers already inhabit, from sports stadiums to streaming platforms to snack cupboards.
This week’s stories capture that shift perfectly. Dove, the personal care brand synonymous with body confidence and self-acceptance, is turning a tennis championship into a stage for everyday empowerment. By tying its campaign to the US Open and launching an “underarm ambassador” search, it’s transforming a simple product category into a conversation about self-assurance and authenticity.
Meanwhile, Dick’s Sporting Goods is stepping into the media business, creating its own in-house studio to develop sports content. It’s not just selling equipment anymore, it’s selling the energy, drama, and inspiration of the sports lifestyle.
And Mondelez, the snack giant behind some of the world’s most beloved brands, is modernizing its strategy to position snacks as the heartbeat of growth in a changing food industry.
Together, these moves reveal the same truth: the most successful brands today don’t interrupt consumer experiences, they become part of them.
Dove Serves Confidence at the US Open with ‘Underarm Ambassador’ Campaign BY BLAKSOLVENT
Dove has built its global reputation on challenging traditional beauty standards, promoting self-esteem, and tackling insecurities that mainstream advertising often fuels. Now, in a fresh move that bridges sports and self-confidence, the Unilever-owned brand is launching a campaign during the US Open tennis tournament that seeks to crown an “underarm ambassador.” The idea may sound quirky at first, but it’s grounded in the brand’s long-term commitment to body positivity and its a savvy integration of marketing with cultural events.
The campaign’s core insight is simple: sporting events, particularly tennis, place athletes’ bodies in the spotlight. High-definition coverage shows every detail, from facial expressions to the strength of a player’s forehand to, yes, their underarms when they serve. For many people, the underarm area is a source of self-consciousness, whether due to skin tone, texture, sweat, or shaving habits. Dove’s initiative reframes this vulnerable spot as something to celebrate, not hide.
The “underarm ambassador” will be a figure, likely an everyday consumer rather than a celebrity chosen to represent real, relatable confidence. This person’s role will be to share their own story about overcoming insecurities and embracing their authentic self. Dove plans to feature their ambassador in content across social media, advertising, and live US Open activations, using the high-profile sports event as a megaphone for its message.
Why the US Open? Tennis has a long history of blending athletic excellence with cultural impact. It’s also one of the rare sports where female athletes have equal visibility to their male counterparts. By aligning with a tournament that has celebrated diversity and inclusion over the years, Dove reinforces its credibility in addressing self-esteem topics without appearing opportunistic.
Marketing analysts note that the campaign is a textbook example of what’s known as “contextual relevance.” Instead of forcing its product into a space where it feels intrusive, Dove found a natural intersection between its brand mission and a major cultural event. The underarm focus is tied to Dove’s deodorant and skincare line, giving the campaign a clear commercial link without diluting its message.
From a commercial perspective, this strategy also taps into a growing consumer demand for authenticity. Surveys have shown that Gen Z and younger millennials value brands that speak to real-life experiences rather than unattainable ideals. By using an “ambassador” who is not a professional model or influencer, Dove can stand out from the sea of polished celebrity endorsements dominating the sports sponsorship scene.
The campaign will also likely benefit from the media buzz generated by its unusual premise. “Underarm ambassador” is a term that catches attention and invites curiosity. That curiosity will lead consumers to engage with the brand’s messaging, and once they do, Dove has a clear path to introduce its deodorant products as tools for both hygiene and confidence.
In an era where marketing must fight harder for attention than ever before, Dove has served up something that’s both unexpected and deeply aligned with its brand DNA. The result could be a win on and off the court.
Dick’s Sporting Goods Turns Retail Into Media with Launch of In-House Studio BY BLAKSOLVENT
Retailers have always used advertising to draw customers into their stores, but Dick’s Sporting Goods is flipping the script, aiming to create content so compelling that audiences come for the media and stay for the shopping. The US-based sports equipment giant has announced the creation of an in-house content studio, a strategic move to strengthen its brand identity and deepen connections with the sports community.
The new studio will produce a range of content, from athlete interviews and behind-the-scenes documentaries to training tips, live event coverage, and inspirational storytelling. While the end goal remains sales, the company sees content as a bridge to sustained engagement, a way to become a trusted voice in sports culture, not just a supplier of gear.
This decision is rooted in the growing convergence of retail and media. As streaming platforms fragment audiences and traditional advertising loses impact, brands that can tell stories and offer entertainment directly to consumers gain a significant advantage. Nike and Red Bull have pioneered this approach, and Dick’s Sporting Goods is now joining the ranks of companies that want to own their narrative rather than rent ad space in someone else’s.
The in-house studio model also offers practical advantages. By controlling production, Dick’s can move faster, tailor content to specific sports seasons, and integrate subtle product placement without breaking immersion. For example, a feature on a high school basketball team’s journey to the state championships could naturally showcase the latest sneakers or training gear, not as ads, but as part of the story.
The company’s move also reflects a broader strategy of community building. Dick’s Sporting Goods already runs initiatives like its Sports Matter program, which funds youth sports. The studio will give these efforts a platform, amplifying them to inspire participation and loyalty.
Industry experts predict this could be a turning point in how mid-tier retailers approach marketing. Instead of competing solely on price or product variety, they can compete on cultural relevance. By becoming a media brand, Dick’s Sporting Goods is betting that consumers will associate it with the excitement and emotional resonance of sports, not just the transactional act of buying equipment.
It’s a gamble that requires investment in talent, technology, and storytelling skill. But if executed well, it could redefine what a sporting goods retailer can be in the digital era.
Mondelez Modernizes Playbook, Banking on Snacks as Global Growth Engine BY BLAKSOLVENT
In the world of packaged food, few categories are as resilient or as emotionally charged as snacks. From a child’s after-school cookie to a mid-meeting chocolate fix, snacks are tied to comfort, reward, and routine. Mondelez International, the company behind brands like Oreo, Cadbury, Ritz, and Toblerone, is leaning hard into this truth as it modernizes its global growth strategy.
The company is shifting resources toward its snacking portfolio, streamlining operations in other food segments, and investing heavily in innovation, sustainability, and digital marketing to capture a greater share of a $1.2 trillion global market.
Mondelez’s CEO has described this as a “modernization” effort, not a reinvention. The goal is to make the company faster, more agile, and more attuned to consumer trends while staying true to its heritage brands. That means developing new flavors, formats, and packaging to cater to changing tastes, from health-conscious snackers looking for portion control to indulgence seekers chasing premium experiences.
Digital transformation is a key pillar. Mondelez is using data analytics to understand consumer behavior at a granular level, enabling targeted campaigns and personalized offers. It’s also experimenting with direct-to-consumer channels, allowing fans to customize products or access limited editions online.
Sustainability is another focus. With growing scrutiny over environmental impact, the company is working to source cocoa and wheat responsibly, reduce plastic use in packaging, and cut greenhouse gas emissions across its supply chain. These efforts are not just about meeting regulations. They’re part of appealing to a generation of consumers who factor ethics into purchase decisions.
The emphasis on snacks also reflects macroeconomic realities. Snacks are relatively affordable luxuries, resilient even in economic downturns. By doubling down on them, Mondelez positions itself to weather uncertainties in the global economy while tapping into steady demand.
Ultimately, the modernization of Mondelez is about recognizing that growth lies not in trying to be everything to everyone, but in owning a specific emotional and cultural space in consumers’ lives. And for billions of people worldwide, that space is defined by the small, joyful moments a snack can bring.
