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Nivea
Nivea wants to inspire kindness by urging consumers to ‘Rethink Soft’
A positivity-focused creative effort follow reports that the brand’s longtime agency cut ties over an executive’s insensitive remarks.
By Barry Levine • Oct. 4, 2019 -
Wendy’s role-playing game features a realm threatened by frozen beef
Debuting at New York Comic Con, “Beef’s Keep” is a “Dungeons & Dragons”-like tabletop game.
By Barry Levine • Oct. 4, 2019 -
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 -
PepsiCo teams with Minnesota Vikings on AR game
Commemorative cups have scannable codes that open into a video game for Vikings fans.
By Robert Williams • Oct. 3, 2019 -
Facebook
Reese’s scares up interactive Halloween experience with Facebook and Neil Patrick Harris
The Hershey candy brand is asking Facebook and Instagram users to participate in its livestreamed haunted house.
By Robert Williams • Oct. 3, 2019 -
CTV generates twice as many video ad impressions as mobile, study says
Video ad impressions on connected TVs grew to 50% of the total in Q2 from 31% a year earlier.
By Robert Williams • Oct. 3, 2019 -
Samsung highlights diversity to celebrate Galaxy’s 10th anniversary
A multichannel campaign includes tie-ins with Fox and ESPN, “Fortnite” and a digital exhibition about Latinx artists.
By Barry Levine • Oct. 3, 2019 -
Deep Dive
Do people ‘f---ing hate’ ads? Marketers look to embed brands in culture as aversion grows
Pointed comments kicked off Advertising Week and lingered over a conference that touted promising new sponsorship models on channels like esports and TikTok.
By Peter Adams • Oct. 2, 2019 -
unsplash/freestocks
Kraft Heinz, Nestlé, Coke are top CPG spenders on Twitter ads, study says
On average, 75% of Twitter media budgets go to video, making it the primary ad format for top-spending brands.
By Robert Williams • Oct. 2, 2019 -
Pixabay
MediaMath corrals agencies, publishers and ad tech for ‘transparent’ media supply chain
Rubicon Project, Havas Media, IBM Watson and others have partnered to create a fully accountable alternative to Google and Facebook.
By Dianna Christe and Chantal Tode • Oct. 2, 2019 -
InStyle
Volvo keys into ‘Badass Women’ for new video series sponsorship
First a column and then a radio show, the series features figures like soccer champion Megan Rapinoe and comedian Phoebe Robinson.
By Dianna Christe • Oct. 2, 2019 -
Study: Diversity in ads correlates to gains in revenue, brand perception
Those with the highest diversity scores showed an 83% higher consumer preference, according to Deloitte-owned agency Heat.
By Robert Williams • Oct. 2, 2019 -
Russell Stover
Chocolatier Russell Stover sings its way to 1st campaign in 2 decades
The 86-year-old brand hopes to update its image with a new generation of chocolate lovers by partnering with a musical influencer.
By Dianna Christe • Oct. 1, 2019 -
Foot Locker invests in e-commerce and content platform NTWRK
The relationship will allow the athletics retailer to access another channel through which to reach young consumers.
By Tatiana Walk-Morris • Sept. 30, 2019 -
Acura targets performance-minded young drivers on Amazon, Bustle and Thrillist
“Less Talk, More Drive” features partnerships with publishers like Donut Media, a YouTube channel with 2.57 million subscribers.
By Robert Williams • Sept. 30, 2019 -
Squarespace
Squarespace showcases small business clients in ‘Make It Real’ campaign
The e-commerce provider gets in on the OOH renaissance with billboards in New York, Chicago, Toronto and London.
By Dianna Christe • Sept. 30, 2019 -
Twitch taps comedian Eric Andre for 1st brand campaign
The platform is included in a deal between Amazon and the NFL to stream “Thursday Night Football” for the third straight year.
By Robert Williams • Sept. 27, 2019 -
Bud Light
Bud Light brings ‘Overwatch’ to life at esports league finals
Beer will not be served at Philadelphia’s Wells Fargo Center for the Overwatch League Finals until 100 fans participate in a real-life version of a game move.
By Barry Levine • Sept. 27, 2019 -
Fritos
Fritos goes digital-only in 1st creative campaign since 1971
The PepsiCo-owned snack’s “Here’s to the Moment” campaign was inspired by the parents of a Frito-Lay executive.
By Robert Williams • Sept. 27, 2019 -
AWNewYork/Shutterstock
Twitch pushes Grubhub beyond Instagram’s ‘digital mood board of food porn’
“When I think about gaming, I think it’s like the new ‘Netflix and chill’ for us. Grubhub and gaming go hand in hand,” VP of Brand Marketing and Creative Jessica Burns said.
By Natalie Black (Koltun) • Sept. 27, 2019 -
Everlast
Everlast re-ups its ‘Be First’ campaign with inclusivity focus
Featured athletes include the first male professional boxer who is transgender and the first above-knee amputee fighter to defeat a “fully bodied” boxer.
By Barry Levine • Sept. 26, 2019 -
McCormick unveils Flavor Maker app for home chefs
The app has an immersive VR video called “Fields of Vision” to show how spices are harvested.
By Robert Williams • Sept. 26, 2019 -
Honda debuts animated comic book on social media
“Revenge of the Biospiders” highlights the 2020 Civic hatchback for National Comic Book Day.
By Robert Williams • Sept. 26, 2019 -
Walmart
Walmart challenges TikTok users to share dance moves
The retailer signed up six influencers to show off their #SavingsShuffle moves and urge others to participate.
By Robert Williams • Sept. 26, 2019 -
Gen Z sways household buying decisions after seeing Snapchat ads, study finds
While a majority of the cohort is not the primary purchaser within their homes, 63% of sales for CPG advertisers were linked to ads seen only by Gen Z Snapchat users.
By Natalie Black (Koltun) • Sept. 26, 2019 -
Peter Adams for Marketing Dive
How uncool Mastercard cracked the esports code with ‘League of Legends’
Loot boxes and immersive experiences helped the financial services marketer win over notoriously prickly gaming fans.
By Peter Adams • Sept. 26, 2019
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