The Latest
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Gatorade revives iconic ‘Is It In You?’ tagline for largest-ever campaign
The return of the nostalgic tagline is supported by a spot narrated by Michael Jordan and custom filters on Instagram and Snapchat.
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Honda leaps into dance with Steezy partnership
The automaker and dance app produced a video series of dance classes and performances for Honda’s first step into the competitive dance community.
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Klarna uses AI to save $10M on marketing annually while upping output
More than a third of the Stockholm-based fintech company’s marketing savings in Q1 are attributable to AI.
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Walmart launches immersive digital shopping experience
Walmart Realm is composed of influencer-led virtual shops that are meant to shorten the distance between inspiration and commerce.
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Puttshack tees up quirky spokesperson to highlight high-tech mini-golf
The growing chain is relying on humor to differentiate itself in the competitive mini-golf space, explained CMO Susan Walmesley.
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PayPal readies advertising platform rooted in reams of transaction data
The new offering in the expanding media network market will be led by Mark Grether, who helped grow Uber Advertising into a $1 billion business.
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Heinz Pickle Ketchup gets digital-heavy campaign for US rollout
The effort from agency Rethink includes street interviews with consumers to show what they expect it to taste like before trying the new condiment.
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WPP integrates Anthropic’s tech to further generative AI transformation
The startup’s latest Claude AI models will be added to WPP Open, an operating system used by clients including Coca-Cola, L’Oréal and Nestlé.
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Column
Campaign Trail: Essentia plays H.O.R.S.E. on a horse with Jimmy Butler
To launch its flavored-but-functional Hydroboost line, the Nestlé marketer teamed with Droga5 and an unorthodox NBA star.
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E.l.f.’s heavier marketing investment helps cosmetics brand keep its edge
A collaboration with edgy water brand Liquid Death and Roblox gaming plays are helping the cosmetics marketer grow sales and win over Gen Z.
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How Coca-Cola bottled the vibrancy of Africa for its latest creation
With a name inspired by the isiZulu term for “come here,” Wozzaah Zero Sugar looks to embody the culture of and invite consumers to the continent.
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Skittles puts focus on LGBTQ+ community building in latest Pride effort
The candy brand has partnered with social media platform Meetup to launch a new interface and help consumers find community all year long.
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E.l.f. empowers women at Indy 500 with racetrack-themed ‘Lip Oil Change’
The activation features a pit crew of “glow-up” artists and will be supported with a Snapchat AR lens, Twitch livestream and Roblox experience.
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Hyundai spotlights benefits of going electric in supercharged ads
The automaker is highlighting its entire EV lineup with an integrated campaign that includes creator partnerships, a Reddit presence and social media spots.
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Kiss rides the ‘ImPress Express’ to promote ease of press-on products
The beauty marketer’s latest campaign centers on an elevator concept that tasks guests to apply press-on lashes or nails within a 30-floor trip.
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Google to bring ads to new AI Overview as part of search transformation
At Marketing Live, the company also outlined how it’s enhancing shopping ads and supporting complex purchase decisions with generative AI.
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Augmented reality entices brands with endless off-package marketing space
Companies such as Jones Soda have found that visuals accessed via phone cameras can engage and educate shoppers.
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Heineken Silver settles Deadpool, Wolverine rivalry in new ad
A new spot starring actors Ryan Reynolds and Hugh Jackman sees the Marvel superheroes put aside their differences over cans of the light beer.
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Q&A
How United Airlines flies with Wrexham to cultural relevancy
The airline is “opening the aperture” of its sponsorship of the Welsh soccer club with branded swag, said Chief Advertising Officer Maggie Schmerin.
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Mars Petcare, Tripadvisor team to solve pet owners’ travel headaches
A co-branded digital hub sponsored by Cesar seeks to allay the concerns of consumers who don’t take vacations due to their furry friends.
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Bumble Bee throws it back to 2000s with remix of ‘Back Here’
“Snack Meal, Baby” taps into the popularity of retro boy bands and snacking to promote the brand's tuna products.
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Pizza Hut names new CMO, global chief brand officer as sales slide
The new appointments come weeks after the chain named Carl Loredo, previously global chief marketing officer for Wendy's, as its new U.S. president.
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Walmart ad sales pop as more brands buy into retail media
The big-box store could further extend its hot streak on the tails of its Vizio acquisition and a new streaming deal with Disney.
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Target captures ‘That Target Feeling’ in new ad campaign
The big-box retailer has drawn inspiration from its social media following for its latest campaign, which remixes Michelle Branch’s 2001 hit “Everywhere.”
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Dentsu doubles down on integration strategy as Q1 revenues decline
Still expecting 1% organic growth for the year, the holding group last week launched a new global brand platform, “Innovating to Impact.”