Creative
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Courtesy of Sprite
How Sprite surpassed Pepsi by living and breathing pop culture
The Coca-Cola brand, which relaunched its “Obey Your Thirst” platform last year, recently became the No. 3 carbonated soft drink in the U.S.
By Chris Kelly • May 7, 2025 -
Courtesy of QVC
Why QVC is targeting Gen X with a TikTok livestream shopping event
The event is part of the network’s efforts to meet the older generation where they already are, said vice president of brand marketing Annette Dunleavy.
By Jessica Deyo • May 6, 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 -
Courtesy of Little Spoon
Little Spoon bridges the generation gap with Barney integration
The subscription-based baby food brand is tapping into ’90s nostalgia to appeal to new parents.
By Sara Karlovitch • May 6, 2025 -
Blue Planet Studio via Getty Images
Brands’ appetite wanes for creative risk-taking, per Lions research
Weak customer insights and a lag in the reaction time to cultural moments are key reasons why marketers struggle to be boldly creative.
By Aaron Baar • May 5, 2025 -
Courtesy of Georgia-Pacific
Brawny brings back the Brawny Man for brand refresh
A new campaign by Joan Creative puts the iconic mascot into modern contexts alongside a new visual identity crafted by Bulletproof.
By Chris Kelly • May 5, 2025 -
Retrieved from Del Real Foods on May 05, 2025
Del Real favors ‘Abuela Intelligence’ over AI in first brand campaign
Instead of artificial intelligence, the brand of ready-to-eat meals taps grandmothers to dish out advice on topics including relationships.
By Sara Karlovitch • May 5, 2025 -
Permission granted by Seattle’s Best Coffee
ColumnCampaign Trail: Seattle’s Best Coffee makes days smoother with humor
The Nestlé brand and agency Haymaker tapped Joel McHale and director Neal Brennan for its first national push in more than six years.
By Chris Kelly • May 2, 2025 -
Courtesy of Heineken
Heineken promotes a world without social media with creators, Joe Jonas
“Social off Socials” is meant to inspire consumers to unplug and also includes tie-ups with creators like Dude with Sign, Lil Cherry and Paul Olima.
By Aaron Baar • May 1, 2025 -
Courtesy of Pantene
Pantene turns Alix Earle’s viral TikTok post into collection, campaign
The P&G brand tied up with a popular creator who raved about the effectiveness of an expired bottle of Pantene found in her family’s shower.
By Jessica Deyo • May 1, 2025 -
Courtesy of Corona
Corona weathers the apocalypse with ‘The Last of Us’ integration
The collaboration, part of the “La Playa Awaits” campaign, extends across ads, retail displays and custom content.
By Sara Karlovitch • May 1, 2025 -
Permission granted by Keebler
How Keebler’s ‘elf-vertising’ experiences bridge the physical-digital gap
The Ferrero-owned brand is bringing its iconic Hollow Tree to life in ads and experiences to promote the new E.L. Fudge Choco Vanilla Cookie.
By Chris Kelly • May 1, 2025 -
Courtesy of Publicis Groupe
Publicis acquires Adopt to strengthen connection to sports culture
The four-year-old upstart founded by Nike veterans has worked with brands and athletes including Lululemon and Anthony Edwards.
By Peter Adams • April 30, 2025 -
Courtesy of Chipotle
Chipotle brings trading card mania to Roblox with new experience
Ingredient Quest capitalizes on renewed interest in brands like Pokémon and card-pull social media videos of fans uncovering rare finds.
By Peter Adams • April 29, 2025 -
Retrieved from YouTube on April 28, 2025
Sephora stakes its claim in skin care with multichannel campaign
Made with TBWA\Chiat\Day LA, “Skin Obsessed” riffs on the realities of complex self-care routines and spans CTV, online video and more.
By Jessica Deyo • April 29, 2025 -
Courtesy of The Coca-Cola Company
Powerade celebrates next generation of soccer stars in global campaign
The Coca-Cola-owned brand iterates on its “Pause is Power” platform to prepare for major soccer events over the next four years.
By Chris Kelly • April 24, 2025 -
Courtesy of Zaxbys
Q&AZaxbys’ CMO on breaking through the chicken category with ‘sauce’
The chain’s first work from Goodby Silverstein & Partners introduces a brand character that speaks to both signature sauces and cool charisma.
By Chris Kelly • April 23, 2025 -
Permission granted by Hotels.com
Hotels.com returns to mascot-focused marketing with Bellboy character
The anthropomorphic hotel desk bell promotes savings in a new campaign spanning Instagram, TikTok, YouTube and the brand’s website and app.
By Peter Adams • April 22, 2025 -
Courtesy of Fiverr
Fiverr confronts AI concerns head-on in national marketing push
“Stranger Things” actor Brett Gelman stars in an ad for the freelancer marketplace that parodies the pottery scene from the film “Ghost.”
By Sara Karlovitch • April 21, 2025 -
Permission granted by Stills
Sponsored by StillsUnfiltered view: 3 trends driving marketing photography for brands
Cutting through the noise requires touching a nerve that builds emotional bonds.
April 21, 2025 -
Courtesy of Gatorade
Gatorade taps Kendrick Lamar for latest extension of ‘Is It In You?’
“Lose More. Win More.” was created with TBWA/Chiat/Day LA and pays tribute to the hard work it takes to reach icon status.
By Jessica Deyo • April 18, 2025 -
Courtesy of Supercell
ColumnCampaign Trail: Clash of Clans enters war zone with WWE champion
Created with David New York, a series of video ads speak authentically to fans of both WWE and the hit mobile game from Supercell.
By Chris Kelly • April 18, 2025 -
Courtesy of CoComelon
Kids entertainment brand CoComelon lends a hand in first brand campaign
“CoComelon Can Help” also includes creator partnerships and playlists curated for Pinterest and YouTube.
By Jessica Deyo • April 17, 2025 -
Permission granted by BodyArmor Sports Drink
Inside BodyArmor’s new visual identity and largest campaign to date
The Coca-Cola-owned beverage aims to separate itself from a crowded category with a bold new look and ads that ask consumers to “Choose Better.”
By Chris Kelly • April 17, 2025 -
Permission granted by Mentos
Why Mentos relaunched its iconic jingle and brought brand lore to Fortnite
To reach Gen Z, the 93-year-old brand is tapping into ’90s nostalgia and enduring interest in what happens when its mints are mixed with cola.
By Chris Kelly • April 16, 2025 -
Courtesy of Chili’s Grill & Bar
Chili’s pop-up finances fast food meals in latest dig at rising prices
A store emulating payday loan retailers doles out gift cards to “approved” visitors, while consumers at home can participate in social giveaways on X.
By Peter Adams • April 15, 2025
