Brand Strategy
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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 -
Retrieved from True Religion on February 11, 2025
True Religion centers on authenticity for ‘Own Your True’ brand platform
The brand’s latest effort includes a partnership with Brazilian pop star Anitta and will span platforms including Instagram, Pinterest and TikTok.
By Aaron Baar • Feb. 13, 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 -
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 -
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 -
Hellmann’s brings Super Bowl ad sandwich to Roku via shoppable ads
Continuing its nods to “When Harry Met Sally,” the brand will utilize the first shoppable custom recipes on the platform in partnership with Walmart.
By Aaron Baar • 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 -
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 -
Opinion
Breaking into the big game: Tips for first-time Super Bowl advertisers
The real winners in big game advertising aren’t crowned during the game, but they’re revealed in the months that follow, said 5WPR’s Ronn Torossian.
By Ronn Torossian • 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 -
McDonald’s brings back Uncle O’Grimacey for return of Shamrock Shake
In social media videos, purple mascot Grimace visits Ancestry.com and discovers a connection to his Irish uncle.
By Peter Adams • Feb. 4, 2025 -
Bliss takes on ‘Sephora kids’ in a bid for elder millennials, Gen X
The skincare brand is attempting to reconnect with its core audience through a tie-up with comedian Iliza Shlesinger for a video spot and skincare kit.
By Jessica Deyo • Feb. 4, 2025 -
Mastercard helps Lady Gaga fans sow ‘Mayhem’ in music culture play
A tie-up with Gaga around her eighth studio album saw the payments marketer unveil the singer’s latest single around the Grammy Awards.
By Peter Adams • Feb. 3, 2025 -
Heinz teams with hip-hop hitmaker Mustard for new product, campaign
The marketer launched the culturally minded — and perhaps overdue — campaign with a spot that aired during the Grammy Awards.
By Chris Kelly • Feb. 3, 2025 -
Inside the marketing industry trends to follow in 2025
During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.
By Marketing Dive staff • Jan. 31, 2025 -
Clif Bar celebrates athlete perseverance with new brand platform
The Mondelez-owned snack marketer is extending a partnership with fitness app Strava to include fresh co-branded content, events and challenges.
By Peter Adams • Jan. 31, 2025 -
How Chili’s boosted comparable sales by 31%
Value-oriented ads and marketing for its Triple Dipper menu boosted the chain’s traffic by nearly 20%, driving a record-breaking quarterly performance.
By Julie Littman • Jan. 31, 2025 -
Deep Dive
What marketers can expect as CTV and retail media converge in 2025
Expectations are high that the two synergistic and growing channels can deliver on the promise of full-funnel, data-driven digital marketing.
By Chris Kelly • Jan. 31, 2025 -
Chipotle connects SMS, social to celebrate Super Bowl ‘extras’
The fast-casual chain is also giving out free guac and queso blanco to loyalty members as it bills the day after the big game “Extra Sunday.”
By Aaron Baar • Jan. 30, 2025