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Courtesy of Skyy Vodka
Skyy Vodka pilots Mindshare's private LGBTQ ad marketplace
The new platform is designed to address biases that can result from brand safety tools in media buying.
By Dianna Christie • Feb. 27, 2020 -
Courtesy of Comcast
NBCUniversal ramps up ad business around CTV, OTT
The new video advertising business comes as marketers shift their media budgets from local spot TV advertising toward streaming platforms.
By Robert Williams • Feb. 27, 2020 -
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 -
Permission granted by Dove
Dove addresses teen body image issues with mobile video series
Helmed by Lena Waithe, the "Girls Room" effort supports Unilever's recent plans to ramp up investments in purpose-driven marketing.
By Dianna Christie • Feb. 27, 2020 -
Courtesy of PepsiCo, Inc.
PepsiCo's Pure Leaf tea subverts classic fairy tales with Amy Poehler
A digital content series narrated by the "Parks and Recreation" star comes as part of a larger campaign encouraging women to say "no."
By Peter Adams • Feb. 26, 2020 -
Permission granted by The Trade Desk
The Trade Desk explains programmatic offering in humorous campaign
Directed by comedian Neal Brennan, two short films highlight the limitations of walled gardens.
By Robert Williams • Feb. 26, 2020 -
Courtesy of Noosa
Noosa tries ASMR, 'oddly satisfying' videos to elevate yogurt brand's positioning
The brand's first campaign with its new agency and parent company uses "luscious food photography" to maintain a sense of playfulness.
By Dianna Christie • Feb. 26, 2020 -
Uber
Uber breaks into ad publishing through OOH display deal with Adomni
The ride-hailer launched a new division to support the initiative, which aims to install displays on thousands of cars in three cities by April 1.
By Peter Adams • Feb. 25, 2020 -
Permission granted by Ruby Love
Ruby Love's 'Period Pal' aims to tackle taboo in debut campaign
Debuting ahead of Women's History Month, the effort is well-timed to boost brand awareness while working to normalize conversations about menstruation.
By Natalie Black (Koltun) • Feb. 25, 2020 -
Ikea pushes Swedish dreams in National Sleep Awareness Month promotion
An in-store sleepover, Giphy content and a sweepstakes with Fooji are part of the latest extension to the retailer's sleep-themed marketing.
By Dianna Christie • Feb. 25, 2020 -
Courtesy of PepsiCo
Gatorade taps sports legends for global 'GOAT Camp' campaign
PepsiCo is following through on plans to put more marketing muscle into its "classic brands" with an effort featuring Michael Jordan, Serena Williams, Lionel Messi and Usain Bolt.
By Robert Williams • Feb. 25, 2020 -
Burger King's moldy Whopper ad sparks visceral reactions, but scores on subversion
An analysis found the gross-out concept underperformed in areas such as stoking desire, but successfully captured attention above category benchmarks.
By Peter Adams • Feb. 24, 2020 -
Liquid Death
Liquid Death water promotes recyclable packaging with demons in hell
The water brand pushes an alternative to plastic bottles in an edgy new campaign that lands in advance of its national Whole Foods rollout.
By Dianna Christie • Feb. 24, 2020 -
Jack Daniel's documentary hits 850 theaters in May
"Chasing Whiskey: The Untold Story of Jack Daniel's" was filmed in five countries to show the brand's global appeal and will run for one night only.
By Robert Williams • Feb. 24, 2020 -
Deep Dive
Why marketers must evolve their outlook on gender — or lose out
From consumer campaigns to product design, the adoption of less narrow, binary definitions of gender could be critical to growth and winning over audiences like Gen Z.
By Peter Adams • Feb. 24, 2020 -
Tecate shifts focus to Mexican-American heritage, leaving macho messaging in rearview
To position itself as culturally relevant, the brand is launching an extensive campaign and dropping its boxing sponsorships to focus on soccer and music.
By Peter Adams • Feb. 21, 2020 -
Mucinex
Mucinex's latest TikTok challenge boasts more than 560M views
The cough medicine enlisted a team from "So You Think You Can Dance" to choreograph dance moves for its #BeatTheZombieFunk challenge.
By Robert Williams • Feb. 21, 2020 -
Twitch will boost monthly users 14% to 37.5M this year, eMarketer predicts
The Amazon-owned livestreaming platform will continue growing to hit 47 million viewers by 2023, according to the researcher.
By Robert Williams • Feb. 21, 2020 -
Wayfair taps Kelly Clarkson as brand ambassador for fresh campaign
In a series of ads, the former "American Idol" star and "The Voice" coach will unpack boxes and demonstrate the ease of online furniture shopping.
By Dianna Christie • Feb. 21, 2020 -
Pepsi links gamified AR to packaging, social as part of global soccer push
Users who scan QR codes can activate virtual versions of stars like Lionel Messi and Paul Pogba and pit them in a game of keepie uppie.
By Peter Adams • Feb. 20, 2020 -
Sea Shepherd creates AR documentary to highlight dolphin plight
The immersive content demonstrates how commercial fishing hurts a protected species.
By Robert Williams • Feb. 20, 2020 -
Aflac
What the Aflac Duck can teach marketers about taking creative risks
After 20 years, the mascot still holds lessons around experimentation, brand evolution and launching a company into the zeitgeist after struggling for recognition.
By Chris Kelly • Feb. 20, 2020 -
Buffalo Wild Wings
Buffalo Wild Wings rebrands Bone Thugs-N-Harmony as Boneless Thugs-N-Harmony
Through the name change, a behind-the-scenes video and related merch, the effort builds a story around a menu item and a legendary hip-hop group.
By Dianna Christie • Feb. 20, 2020 -
Burger King promotes moldy Whopper as part of 'real food' push
A subversive video celebrating the removal of artificial preservatives from the Whopper shows a time-lapse of a burger rotting.
By Peter Adams • Feb. 19, 2020 -
Chili's wants you to 'laugh so hard you pee a little' with new campaign
Focusing on its on-premise experience, the Brinker International chain dabbles in ASMR, experiential marketing and more.
By Dianna Christie • Feb. 19, 2020 -
YouCam features runway beauty trends via AI, AR tech
The augmented reality beauty company teamed up with PRIV to highlight makeup looks from Fashion Week.
By Tatiana Walk-Morris • Feb. 18, 2020
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