Brand Activation Committee Meeting

This event is virtual only and no in-person option is available.

Announcements & Introductions (11:00 - 11:10 a.m.)

Member Discussion (11:10 - 11:45 a.m.)
Celebrate the end of awards season with a lively discussion about the brands that activated within and around this year's Academy Awards (happening on 3/15). What surprised you? What did you expect to see, but didn't? Come prepared to discuss hits, misses, and more!

Moderator:
Tara Caiazza, VP, Brand, ANA

Hitting Different: How Toyota Drives Brand Impact by Leading with Culture: (11:45 a.m. - 12:20 p.m.) (Download the Presentation)
In an era of increasingly diverse and savvy consumers, traditional advertising is no longer enough to win hearts and minds. Join us for a deep dive into Toyota’s 'Lead with Culture' strategy, featuring a case study of the GRIP campaign- Toyota’s first-ever original anime series. We will explore how Toyota leverages unique cultural phenomena to authentically embed itself within the anime fandom, transforming brand perception among Asian American and Gen Z audiences while driving outsized impact and brand love across the mainstream.

Speaker:
Dionne Colvin-Lovely, Group Manager, Brand and Growth Audience Marketing, Toyota

Break (12:20 - 12:25 p.m.)

No Claims. Just Flavor: How Snapple is Reclaiming Its Icon Status (12:25 - 1:00 p.m.)
In a beverage category crowded with functional claims and over-promises, standing out requires more than chasing trends. Join the Snapple Brand Director for an inside look at the brand’s bold plan to return Snapple to icon status. After years of evolution, Snapple had drifted from what made it distinctive. This session will explore how the team reclaimed the brand’s unapologetic point of view — that in a world full of pressures and doing what you “should”, sometimes it’s refreshing to drink something just because it tastes good. Through a high-impact NYC takeover, the reintroduction of the iconic glass bottle, and a one-day bodega transformation celebrating the brand’s roots, you’ll hear how Snapple reconnected with its heartland, reignited cultural relevance, and drove record-breaking engagement.

Speaker:
Caroline French, Brand Director, Snapple, KDP

Speaker Bios

Dionne Colvin-Lovely
Dionne Colvin Lovely is a visionary marketing leader at Toyota Motor North America, where she leads Brand and Growth Audience strategy across vehicle lines. With a dynamic background spanning Strategic Planning, Regulatory Affairs, Legal, and Marketing, Dionne brings both analytical rigor and creative insight to her work, bridging business strategy with cultural relevance.

Throughout her career, she has helped shape Toyota’s business and brand footprint, from expanding operations into Mexico and advancing U.S. production initiatives to establishing Toyota’s first agency management practice supporting both the Toyota and Lexus brands.

In Marketing, Dionne is best known for spearheading emotionally resonant campaigns, most notably the award-winning third generation Prius launch, and for expanding Toyota’s multicultural strategy to authentically connect with Asian Indian audiences. Her work includes marquee moments such as the Super Bowl and Gold Cup, underscoring her passion for storytelling that inspires, connects, and drives growth.

Outside of work, Dionne enjoys life with her husband, a fellow car enthusiast and sailor, and is a proud mom, aunt, and daughter who finds joy in family and everyday adventures. She also cherishes time with her spirited 85 year old parents who, as she likes to say, “still think they’re the boss of me.”

Caroline French
As a proud Dallas native and lifelong Diet Dr Pepper loyalist, Caroline’s career has blended Texas roots with big-brand ambition. After earning an MBA and a Master’s in Arts Management from SMU, she launched her career in the Dallas arts world before jumping into CPG at Keurig Dr Pepper. Since then, Caroline has helped build and launch innovations across some of KDP’s most iconic brands. Today, as Brand Director for Snapple, she is on a mission to reignite this cultural classic — returning it to the unapologetically flavorful brand people fell in love with. Outside of Caroline’s many product “babies,” she is also mom to two young boys and one very happy dog. She is deeply passionate about building brands people love, and equally passionate about bringing that energy to consumers every day.