Creative
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How Powerade’s March Madness campaign takes aim at Gatorade
CMO Tom Gargiulo explains how “It Takes More To Get This Far” seeks to build on the Coca-Cola brand’s recent momentum.
By Chris Kelly • Feb. 25, 2025 -
Retrieved from NFL on February 19, 2025Q&A
Mark Penn on Stagwell’s challenger status as Omnicom-IPG merger looms
The chairman and CEO discussed the company’s approach to mergers and acquisitions, data and artificial intelligence at an adland inflection point.
By Chris Kelly • Feb. 24, 2025 -
Explore the Trendline➔
FreshSplash via Getty ImagesTrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Honda keeps dreaming with new SUV campaign boosted by TV, Reddit
A 30-second spot narrated by John Cena and soundtracked by a song by Mumford & Sons and Pharrell Williams promotes the 2026 Honda Passport.
By Chris Kelly • Feb. 24, 2025 -
Rémy Martin celebrates local music scene in 4 US cities
The program includes limited-edition bottles and events honoring the hip-hop histories of Atlanta, Chicago, Detroit and New York City.
By Sara Karlovitch • Feb. 24, 2025 -
Column
Campaign Trail: Sprite locks in NBA stars Anthony Edwards, Kevin Garnett
Johannes Leonardo helped craft a social-first campaign that captures true-to-life conversations between stars from different generations.
By Chris Kelly • Feb. 21, 2025 -
E.l.f. Cosmetics channels telenovelas for TikTok, Instagram series
“Descubre e.l.f.ecto” — or “Discover the e.l.f. effect” — is based in Mexico and comes as the cosmetic purveyor’s presence in the region grows.
By Jessica Deyo • Feb. 20, 2025 -
Retrieved from Dove US on February 20, 2025
Dove’s first crack into humorous ads riffs on ‘moist’ aversion
A new spot sees the Unilever brand experiment beyond purpose-driven marketing and will extend to social platforms like YouTube and Instagram.
By Peter Adams • Feb. 20, 2025 -
Maker’s Mark celebrates determination in global campaign
The brand’s first effort from Carmichael Lynch, “Perfectly Unreasonable,” includes activations across social, digital, podcasts and beyond.
By Sara Karlovitch • Feb. 19, 2025 -
On and Elmo encourage a softer approach to running
The athletic brand’s campaign takes a gentle approach to sports, in contrast to Nike’s recent focus on the costs of winning.
By Aaron Baar • Feb. 18, 2025 -
Chili’s rides with NASCAR, Lifetime to push margaritas with music, TV
Two very different campaigns look to broaden the company’s consumer base in an effort to continue its wave of success.
By Sara Karlovitch • Feb. 13, 2025 -
How CeraVe’s latest culture-hacking campaign brings ‘medutainment’ to ‘SNL’
The L’Oréal skincare brand is returning to its influencer-heavy Super Bowl marketing playbook from last year to boost a new anti-dandruff product.
By Chris Kelly • Feb. 13, 2025 -
DoorDash suggests a ‘Threesome’ in racy Valentine’s Day ads
The delivery platform is offering special “spicy” bundles for the holiday that feature its first partnership with an intimate wellness company.
By Peter Adams • Feb. 12, 2025 -
Califia Farms drops purpose-driven ‘Green Album’ to boost plants, people
The plant-based beverage brand teamed with actor Chris O’Dowd for a collection of positive affirmations and its latest campaign.
By Chris Kelly • Feb. 12, 2025 -
Q&A
Welch’s CMO on shaking off staid marketing, embracing experiential
Scott Utke, who says Welch’s previously underspent on marketing, has led an ambitious rebrand and is in the midst of retooling its agency roster.
By Peter Adams • Feb. 12, 2025 -
Adidas tackles sports sideline pressures with ‘You Got This’ campaign
An effort launching just days after rival Nike’s splashy Super Bowl ad features star athletes and amateurs overcoming moments of self-doubt.
By Peter Adams • Feb. 11, 2025 -
Deep Dive
Just did it: Women-focused Super Bowl LIX ads score as other marketers falter
Nike’s first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing.
By Peter Adams , Chris Kelly • Feb. 10, 2025 -
Super Bowl LIX: Analyzing the game’s advertising and engagement data
The big game’s ads, broken down by key stats reflecting cost, reach, performance and more.
By Sara Karlovitch • Feb. 10, 2025 -
Coke rolls out an ice cream truck to boost new orange cream flavor
Soundtracked by Mariah Carey’s “Fantasy,” ads for the latest launch tap into childhood nostalgia.
By Chris Kelly • Feb. 10, 2025 -
Sponsored by D3 (PepsiCo Foods US)
Post-game huddle: What I learned from advertising’s big game
Chief Creative Officer of PepsiCo Foods US shares some thoughts for the morning after Super Bowl.
By Chris Bellinger, Chief Creative Officer - PepsiCo Foods US • Feb. 10, 2025 -
Coors Light and Peloton help Super Bowl fans sweat away sluggishness
The Molson Coors brand has been slowly building up to its Super Bowl campaign since mid-January.
By Sara Karlovitch • Feb. 7, 2025 -
Column
Campaign Trail: Coca-Cola travels across decades to tell a family story
Led by agency Majority, the “Westside’s Finest” campaign captures how the marketer’s portfolio and the world have evolved over the years.
By Chris Kelly • Feb. 7, 2025 -
Häagen-Dazs’ ‘Fast & Furious’ Super Bowl debut scores with star wattage
Winning Super Bowl campaigns usually revolve around strong storytelling, distinctive brand assets, a sense of humor and pop culture references.
By Peter Adams • Feb. 6, 2025 -
NYX teams with DraftKings for Super Bowl LIX predictions game
Consumers can predict which pop-culture moments may happen during the game for the chance to win a share of $60,000 in prizes.
By Jessica Deyo • Feb. 6, 2025 -
Deep Dive
As Super Bowl’s cultural cachet grows, brands look beyond in-game ads
Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.
By Chris Kelly • Feb. 6, 2025 -
Starbucks says ‘Hello Again’ by advertising around the Super Bowl
A new spot and a free coffee promotion on the Monday after the big game are part of the chain’s marketing-powered turnaround plan.
By Chris Kelly • Feb. 5, 2025