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Courtesy of Nature Valley
Nature Valley touts trail restoration with remake of classic song
To celebrate 10,000 miles of restored trails, the General Mills brand tapped Daveed Diggs to remake The Proclaimers hit "I'm Gonna Be (500 Miles)."
By Robert Williams • Jan. 7, 2021 -
Courtesy of Kia
Kia nixes 'Motors' from name as it sets sights beyond vehicle manufacturing
After revealing a new logo and slogan earlier in the month, the automaker further detailed plans to center more of its business on sustainable areas like electric vehicles and mobility services.
By Peter Adams • Updated Jan. 15, 2021 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Deep Dive8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger
Brands will continue to feel pressure to fill gaps during a patchwork pandemic recovery, while digital channels like streaming and gaming have become enshrined as consumer favorites.
By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Jan. 4, 2021 -
Courtesy of Vimeo
Vimeo to be spun off from IAC amid rapid growth of online video
The YouTube alternative's revenue and user base have surged as homebound viewers seek more digital video content during the pandemic.
By Robert Williams • Dec. 23, 2020 -
Courtesy of Ford Motor Company
Ford rouses the Griswolds for 'Christmas Vacation' ad promoting electric Mustang
Creative built around nostalgia for a holiday classic continues a trend that started around the Super Bowl and has endured despite COVID-19 disruptions.
By Peter Adams • Dec. 22, 2020 -
Cheerios released a video as part of a holiday campaign. The image was retrieved from its video on Dec. 17, 2020.
ColumnCampaign Trail: Rebooted Cheerios spot points to influencers' marketing power
After more than 20 years, the sentimental video of a grandma and baby has reemerged thanks to a viral TikTok clip by Cori Spruiell, who has over 200,000 followers on the app.
By Natalie Black (Koltun) • Dec. 18, 2020 -
Courtesy of Disney
Mars extends Disney deal with M&M's 'Bite Size Holiday' series
Following three years of successful short Halloween-themed films, the brand is ramping up with four new festive entries on social media for the holidays.
By Robert Williams • Dec. 18, 2020 -
Courtesy of NYX Professional Makeup
Triller matures as marketing platform with NYX virtual pop-up shop
Emerging amid a surge in user-created video, Triller faces a daunting challenge — and key opportunity — in snagging brand dollars from mainstay social apps as they contend with legal battles.
By Robert Williams • Dec. 17, 2020 -
Facebook reportedly developing Cameo copy to key into custom celeb video boom
The feature, called Super, lets creators receive digital gifts from fans and host the types of streaming content that have grown popular during the pandemic.
By Peter Adams • Dec. 17, 2020 -
Courtesy of Walmart
Walmart enlists top TikTok creators for first-of-its-kind shoppable livestream
A one-hour variety program showcasing Walmart's holiday offerings illustrates why the retailer is interested in acquiring a stake in the platform.
By Peter Adams • Dec. 17, 2020 -
Courtesy of PepsiCo
Pepsi teams with Fox on game show inspired by Wild Cherry flavor
With "Cherries Wild," the soft-drink maker is targeting younger consumers via a branded integration.
By Robert Williams • Dec. 17, 2020 -
Retrieved from Twitch on December 17, 2020
Pizza Hut's celeb-powered Twitch series scores 5.4M views
"Friday Night Bites" brought together celebrities, influencers and gamers for pizza-themed challenges.
By Chris Kelly • Dec. 17, 2020 -
Retrieved from Post Consumer Brands on December 16, 2020
Post's Pebbles brand rings in New Year with Fred Flintstone and TikTok
A golden anniversary effort for the cereal includes a role in ABC's New Year's countdown pre-show, a confetti effect on TikTok and birthday gifts for kids.
By Peter Adams • Dec. 16, 2020 -
Captain Morgan debuted a new holiday campaign featuring Josh Gad. The image was retrieved from the brand's video on Dec. 16, 2020.
Captain Morgan bids good riddance to 2020 in revised classic holiday poem
As part of a digital-focused holiday push highlighting good times to come, the Diageo-owned rum brand enlisted Josh Gad to read "'Twas the End of 2020."
By Robert Williams • Dec. 16, 2020 -
Courtesy of McDonald's Sweden
McDonald's celebrates 'Golden M' hairdo with virtual barbershop
In Sweden, the chain linked an iconic 1990s haircut with its Golden Arches logo and sold out of virtual hairdressing appointments in two hours.
By Chris Kelly • Dec. 15, 2020 -
Courtesy of Panera
Panera, Pepsi bite into virtual pizza party trend
Starring comedian King Bach, the push spoofs pandemic-spurred trends like virtual parties and cocktail hours on videoconferencing services such as Zoom.
By Robert Williams • Dec. 14, 2020 -
Permission granted by Pepsi
Pepsi taps Desus and Mero for holiday push supporting New York City bodegas
The Bodega Boys hosts bring levity to a regional marketing effort that still recognizes the personal and economic loss impacting the city at the end of a brutal year.
By Peter Adams • Updated Dec. 11, 2020 -
Retrieved from PepsiCo on December 11, 2020
Mtn Dew, Papa John's power up gaming fans with controller that can order pizza
The connected hardware was introduced during a livestream pitting the NBA's Jamal Murray against online celebrity Dr DisRespect.
By Robert Williams • Dec. 11, 2020 -
Retrieved from Tastemade on November 23, 2020
Tastemade feasts on shoppable video as mobile viewership grows
Collaborations with Amazon and Walmart foretell the future of mobile video, the digital media company says.
By Robert Williams • Dec. 10, 2020 -
Courtesy of Coors Light
Coors Light builds a 'Beerman' who's ready to chill during the holidays
The disheveled snowman, who performs a rendition of Boston's "More Than a Feeling" in an ad, is the "holiday hero we need in 2020," the brand claims.
By Robert Williams • Dec. 10, 2020 -
Courtesy of Haribo
Haribo makes adults sound like kids with Instagram AR lens
As consumers increase their candy purchases during the holiday season, the brand is giving Instagram users a chance to win a year's supply of free sweets.
By Robert Williams • Dec. 9, 2020 -
Unilever's The Ice Cream Shop launched the "Ice Cream Exchange" in partnership with "The Office" star Angela Kinsey. The image was retrieved from the company's video on Dec. 8, 2020.
Unilever scoops up 'Office' star Angela Kinsey to swap bad gifts for ice cream deliveries
An online "Ice Cream Exchange" doles out deals for brands including Talenti and Magnum through popular delivery apps and retailers.
By Chris Kelly • Dec. 9, 2020 -
Danielle Ternes/Marketing Dive
Dive Awards
The Marketing Dive Awards for 2020
From Chipotle to Procter & Gamble, these are the companies and executives that epitomized leadership in crisis this year.
By Marketing Dive Team • Dec. 9, 2020 -
Retrieved from Procter & Gamble on November 18, 2020
Dive Awards
Campaign of the Year: Procter & Gamble's 'The Choice'
A sparse ad directly addressing systemic racism punctuated the CPG marketer's history of purpose-driven initiatives.
By Natalie Black (Koltun) • Dec. 9, 2020 -
Courtesy of E.l.f.
TikTok regular E.l.f. turns to Triller to debut branded holiday album
The marketer has gone viral with original TikTok songs but continues to diversify its bets in launching what it says is the first campaign from a beauty brand on Triller.
By Peter Adams • Dec. 8, 2020
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