Klarna jumps back to Y2K with help from Paris Hilton

A campaign developed with Hilton’s 11:11 Media reinvents her “That’s hot” catchphrase and references trends from the era, like the velour tracksuit.  

By Peter Adams • Feb. 7, 2023

Wendy’s first to test Roku, DoorDash deal around shoppable TV ads

The first-of-its-kind partnership lets DoorDash merchants place click-to-order offers within Roku ads that they can attribute, target and measure.

By Chris Kelly • Feb. 7, 2023

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Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

Old Spice reveals first brand mascot as Super Bowl anticipation heats up

Swaggy Spice, a deodorant stick wearing a hat and sunglasses, is part of a larger “Smelf-Confidence” campaign inspired by Broadway.

By Peter Adams • Feb. 6, 2023

Google joins tech peers in touting AI as balm to advertising woes

After reporting a 3.6% revenue drop in Q4, including continued weakness in YouTube, the company highlighted AI and Shorts as promise areas.

By Peter Adams • Feb. 3, 2023

Campaign Trail: Neutrogena lathers up reality TV parody on TikTok

Movers+Shakers mined dating show tropes to turn one of the skincare brand's products into the "bombshell" of "Hydro House."

By Chris Kelly • Feb. 3, 2023

Michelob Ultra, Instacart support Super Bowl push with shoppable TV ads

The tie-up represents parent company Anheuser-Busch InBev’s first shoppable TV commercial and Instacart’s first major CPG co-marketing campaign.

By Jessica Deyo • Feb. 2, 2023

Meta revenue slides for third straight quarter as Reels feels growing pains

Executives don’t expect the TikTok clone to be in a revenue-neutral place until the end of this year or early next.

By Peter Adams • Feb. 2, 2023

General Motors, Netflix team for strategic alliance around EVs

The partnership spans product placement in the streamer’s shows, a Super Bowl spot and a sustainability push.

By Chris Kelly • Feb. 2, 2023

PepsiCo’s new Starry brand named official soft drink of NBA, WNBA

The lemon-lime offering targeted at Gen Z aims to bring a “fresh perspective” as Mtn Dew steps back from events like the NBA All-Star weekend. 

By Peter Adams • Feb. 1, 2023

Disney sells out ad time for NHL All-Star events

Major buy-ins include Chipotle, Discover and Honda for a combined total of 12 unique sponsors and 34 unique advertisers.

By Sara Karlovitch • Feb. 1, 2023

Has TV ad measurement’s day of reckoning finally arrived?

Major industry players have come together to push for alternative currencies, but Nielsen has proven resilient, even amid challenges to its monopoly.

By Chris Kelly • Jan. 30, 2023

Unilever first to test Disney’s identity integration with Trade Desk

Disney continues to enhance its ad business, partnering with EDO around outcome measurement and improving ad targeting on Disney+.

By Chris Kelly • Jan. 26, 2023

Netflix believes ads will eventually drive at least 10% of revenue

The company was still pressed by analysts about early snags, including reports that it’s already giving money back to some brands after missing targets.

By Peter Adams • Jan. 20, 2023

Campaign Trail: Kraft Mac & Cheese animates the transformative power of noodles

Made in collaboration with agency Johannes Leonardo, short-form ads turn "struggles" into "snuggles" and "rush hour" into "happy hour."

By Chris Kelly • Jan. 20, 2023

YouTube reclaims VidCon title sponsorship, replacing TikTok

The Google-owned platform had been a routine sponsor since 2013 but was replaced last year by its ByteDance competitor.

By Jessica Deyo • Jan. 19, 2023

Welch’s Fruit Snacks ties big game giveaway to QR code-enabled ads

Spots starring NFL player Mark Andrews can be scanned to enter to win watch-party goodies like a smart TV and home theater.

By Peter Adams • Jan. 18, 2023

How pandemic trends will continue to inform consumer behavior in 2023

During a press briefing during NRF’s Big Show, experts indicated that earlier cash reserves are dwindling, while consumer savviness remains on the rise. 

By Sara Karlovitch • Jan. 18, 2023

Pepsi to tout zero-sugar reformulation in first Super Bowl ad in 3 years

The brand’s big-game plans have been closely watched since it stepped down as halftime show sponsor.

By Peter Adams • Jan. 13, 2023

Ryan Reynolds reads from AI-generated script in new Mint Mobile ad

The brand claims this is a first-of-its-kind application of ChatGPT, an early sign that AI-powered creative could be a major 2023 trend.

By Peter Adams • Jan. 11, 2023

Rémy Martin blends generations, traditions in Lunar New Year campaign

Working with several “cultural tastemakers,” the effort celebrates Asian culture across ads, in-person events and a limited-edition bottle.

By Sara Karlovitch • Jan. 10, 2023

NBCU, Fox, Paramount, WBD unite to develop future of streaming measurement

At launch, Amazon, Netflix and Disney have not signed on to the Joint Industry Committee, absences that could possibly limit the group’s effectiveness.

By Chris Kelly • Jan. 9, 2023

Mercedes-Benz reimagines iconic nodding dog ornament as virtual character

A partnership with Superplastic announced at CES centers on a digital creation called Superdackel, an attempt to crack into Web3 interests.

By Peter Adams • Jan. 6, 2023

Nielsen’s cross-platform measurement product sets launch date

Debuting Jan. 11, Nielsen One Ads promises a consistent view of ads across screens and, eventually, second-by-second analysis of linear TV audiences.

By Peter Adams • Jan. 4, 2023

Kenan Thompson interns for Old Navy in video series invoking ‘Kindergarten Cop’

The long-tenured “SNL” veteran is out of place among pint-sized peers in a six-part effort that focuses on entertainment value over branding.

By Peter Adams • Jan. 3, 2023

YouTube secures NFL Sunday Ticket to shore up streaming position

The deal, now confirmed and reportedly valued at $2 billion per year, promises to bring new features in the package’s shift to streaming.

By Peter Adams • Updated Dec. 22, 2022