Creative
-
Permission granted by The Hershey Company
Kit Kat protects downtime in a chaotic world with Break Brothers
The brand’s first character-driven campaign looks to appeal to people dealing with hectic work environments and return-to-office policies.
By Peter Adams • April 8, 2025 -
Courtesy of 3M Company
Scotch-Brite jams to ‘So Fresh, So Clean’ to showcase joys of cleaning
“The Brite Side of Clean” centers around self-expression and spans CTV, social media, out-of-home and the 3M brand’s “Sparkle Squad” ambassadors.
By Jessica Deyo • April 8, 2025 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Permission granted by Cécred
Beyoncé’s Cécred tells real women’s stories in first brand campaign
Created with Wieden+Kennedy, “A Deeper Understanding of Hair” revolves around a documentary-style film that details real hair care experiences.
By Chris Kelly • April 7, 2025 -
Courtesy of Domino’s
Domino’s expands remit of AOR WorkInProgress after campaign wins
The independent shop behind Domino’s popular Emergency Pizza promotion has been named social AOR as brands ramp up work around creators.
By Peter Adams • April 7, 2025 -
Harbucks/iStock/Getty Images Plus via Getty Images
Sponsored by ValpakSpring some strong offers this Easter
Attract new customers and drive holiday sales with easy-to-implement Easter and spring marketing offers, ad design and outreach.
By Jed Dreben • April 7, 2025 -
Courtesy of Bloomberg Media
ColumnCampaign Trail: ‘Brutalist’ director helms Bloomberg’s ‘Contextualist’ ads
Director Brady Corbet made his commercial debut with three spots that turn idioms into insights in a campaign by Wieden+Kennedy New York.
By Chris Kelly • April 4, 2025 -
Courtesy of Snap
Wendy’s nets nearly 52M impressions in single day with Snap ad product
Snap began testing Sponsored Snaps, which allow brands to deliver a vertical video directly to users’ inboxes, last October.
By Jessica Deyo • April 3, 2025 -
Courtesy of Harry’s
Harry’s resets brand with push beyond product-focused marketing
The DTC innovator worked with creative agency Zulu Alpha Kilo on a campaign while Mythology developed the brand refresh with support from Collins.
By Chris Kelly • April 2, 2025 -
Courtesy of Olaplex
Why Olaplex is leading with emotion for its latest refresh, campaign
CMO Katie Gohman explains how talent like “Bridgerton” star Nicola Coughlan is key to connecting with both salon pros and everyday consumers.
By Jessica Deyo • April 2, 2025 -
Courtesy of Chili’s
Chili’s serves up ‘Office’ nostalgia at new Scranton location
The Pennsylvania location arrives as the workplace comedy, which stopped airing over a decade ago, continues to resonate strongly with consumers.
By Sara Karlovitch • March 31, 2025 -
Courtesy of Hellmann’s
Hellmann’s turns ketchup into currency to push mayo, fries combo
Consumers can use the cameras on their mobile devices to scan spare ketchup packets and generate a coupon for Hellmann’s Mayonnaise.
By Jessica Deyo • March 31, 2025 -
Retrieved from First We Feast on March 20, 2025
How Jack in the Box is working its brand into ‘Hot Ones,’ ‘Call Her Daddy’
Agency TBWA\Chiat\Day Los Angeles is looking beyond quirky TV ads to drive cultural impact for a new “So Munch More” brand platform.
By Chris Kelly • March 28, 2025 -
Courtesy of Molson Coors
Coors Light taps AI to turn baseball fans’ obstructed views into brews
“Obstructed Brews” invites consumers to share a photo of their obstructed view at a baseball game for the chance to win a cash prize via Venmo.
By Jessica Deyo • March 27, 2025 -
Courtesy of California Pizza Kitchen
Why California Pizza Kitchen faked a midlife crisis with a rebrand stunt
CMO Dawn Keller explains why a social-first approach is required for a brand that doesn’t have a massive advertising budget.
By Chris Kelly • March 27, 2025 -
Courtesy of The Coca-Cola Company
Coke refreshes ‘Share a Coke’ to reach Gen Z with digital experiences
The effort includes a QR code-powered digital hub and a digital experience that can help consumers create and share videos.
By Chris Kelly • March 26, 2025 -
Permission granted by Twix
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.
By Peter Adams • March 26, 2025 -
Courtesy of Walmart
Walmart builds gaming experience, merch tied to ‘A Minecraft Movie’
The launch of a Minecraft Java server and accompanying Discord presence allows consumers to interact with the retailer in an immersive way.
By Sara Karlovitch • March 25, 2025 -
Courtesy of Estée Lauder
Estée Lauder dupes beauty sleep with Kristen Bell for global campaign
The effort promotes the brand’s Advanced Night Repair Serum as a solution for poor sleepers and will span digital, social media and retail platforms.
By Jessica Deyo • March 24, 2025 -
Courtesy of Corona
Corona embodies the spirit of the beach in new brand platform
Set to premiere on MLB’s opening day, “La Playa Awaits” features extensive sports integrations and embraces Mexican beach culture.
By Sara Karlovitch • March 24, 2025 -
Permission granted by McDonald’s
McDonald’s mascots land in Minecraft to tap into video game fandom
New ads, meal collectibles and in-game skins see McDonaldland icons get “blockified” in anticipation of the Minecraft movie adaptation.
By Peter Adams • March 21, 2025 -
Courtesy of Billie
ColumnCampaign Trail: Billie takes the icks and anxieties out of bath time
In product-focused ads, the Edgewell brand stays true to its tradition of showing women’s lives in a way that transcends usual portrayals.
By Chris Kelly • March 21, 2025 -
Retrieved from Hostess on March 20, 2025
Hostess speaks the language of snacks with pun-heavy brand platform
The campaign, which follows a packaging overhaul, includes activations aimed at driving cultural impact, such as one timed to weed holiday 4/20.
By Peter Adams • March 20, 2025 -
Courtesy of Puma
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.
By Chris Kelly • March 20, 2025 -
Courtesy of Unilever
How Unilever’s AI marketing bets are increasing production efficiency
The CPG’s beauty and well-being group was the first to pilot technology that has also delivered an increase in purchase intent for some brands.
By Peter Adams • March 19, 2025 -
Courtesy of Nature’s Sunshine
How Nature’s Sunshine cuts through ‘label candy’ in the supplement space
The pioneering purveyor of herbal supplements relied on agency partner Crispin to create its first integrated brand platform.
By Chris Kelly • March 19, 2025
