Campaign Trail: Seattle’s Best Coffee makes days smoother with humor

The Nestlé brand and agency Haymaker tapped Joel McHale and director Neal Brennan for its first national push in more than six years.

By Chris Kelly • May 2, 2025

Heineken promotes a world without social media with creators, Joe Jonas

“Social off Socials” is meant to inspire consumers to unplug and also includes tie-ups with creators like Dude with Sign, Lil Cherry and Paul Olima.

By Aaron Baar • May 1, 2025

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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

Pantene turns Alix Earle’s viral TikTok post into collection, campaign

The P&G brand tied up with a popular creator who raved about the effectiveness of an expired bottle of Pantene found in her family’s shower. 

By Jessica Deyo • May 1, 2025

‘We’re not just a hot cup company’: What’s next for Stanley

Can the water bottle brand live past its virality? Global President Matt Navarro says it already has.

By Cara Salpini • May 1, 2025

How Keebler’s ‘elf-vertising’ experiences bridge the physical-digital gap

The Ferrero-owned brand is bringing its iconic Hollow Tree to life in ads and experiences to promote the new E.L. Fudge Choco Vanilla Cookie.

By Chris Kelly • May 1, 2025

Why 818 Tequila tapped a NASCAR driver to accelerate cultural marketing

CMO Kathleen Braine explains how partnering with trailblazing driver Toni Breidinger helps boost the reach of the Kendall Jenner-founded brand.

By Chris Kelly • April 30, 2025

Chipotle brings trading card mania to Roblox with new experience

Ingredient Quest capitalizes on renewed interest in brands like Pokémon and card-pull social media videos of fans uncovering rare finds.

By Peter Adams • April 29, 2025

Sephora stakes its claim in skin care with multichannel campaign

Made with TBWA\Chiat\Day LA, “Skin Obsessed” riffs on the realities of complex self-care routines and spans CTV, online video and more.

By Jessica Deyo • April 29, 2025

7-Eleven teams with Live Nation for nostalgic music festival activations

Immersive, social-first activations are intended to be reminiscent of in-store experiences as the chain works to connect with consumers around culture.

By Chris Kelly • April 28, 2025

NFL, Adobe team up for AI-powered league and fan-generated content

Adobe’s applications will support the league in bringing more personalized content to owned channels, including the NFL OnePass app. 

By Jessica Deyo • April 24, 2025

Powerade celebrates next generation of soccer stars in global campaign

The Coca-Cola-owned brand iterates on its “Pause is Power” platform to prepare for major soccer events over the next four years.

By Chris Kelly • April 24, 2025

Peloton CMO departs as fitness brand shakes up marketing group

Lauren Weinberg oversaw initiatives including a campaign that tried to appeal to millennial men through a partnership with the NFL’s Watt brothers. 

By Peter Adams • Updated April 24, 2025

Jim Beam ages its marketing strategy for the budget-minded consumer

The Suntory brand is attempting to expand its consumer base and versatility by promoting Jim Beam Black and building off of its 2024 marketing strategy.

By Sara Karlovitch • April 24, 2025

Axe leans on Pete Davidson’s wisdom to help men level up their rizz

The actor-comedian will host an Ask Me Anything-like discussion on Instagram and stars in a new ad giving a shorter individual a confidence boost.

By Peter Adams • April 23, 2025

Do the upfronts still matter?

The annual ad-buying bonanza can’t survive on nostalgia and sports alone and needs to modernize, says Juice Media CEO Mark Zamuner.

By Mark Zamuner • April 23, 2025

Zaxbys’ CMO on breaking through the chicken category with ‘sauce’

The chain’s first work from Goodby Silverstein & Partners introduces a brand character that speaks to both signature sauces and cool charisma.

By Chris Kelly • April 23, 2025

Hotels.com returns to mascot-focused marketing with Bellboy character

The anthropomorphic hotel desk bell promotes savings in a new campaign spanning Instagram, TikTok, YouTube and the brand’s website and app.

By Peter Adams • April 22, 2025

Welch’s Fruit Snacks lets parents use AI to write sweeter notes to kids

The Lunchbox Notes Translator turns candid sentiments into heartfelt messages and is timed to the release of customizable packaging.

By Chris Kelly • April 22, 2025

Gatorade taps Kendrick Lamar for latest extension of ‘Is It In You?’

“Lose More. Win More.” was created with TBWA/Chiat/Day LA and pays tribute to the hard work it takes to reach icon status.

By Jessica Deyo • April 18, 2025

Campaign Trail: Clash of Clans enters war zone with WWE champion

Created with David New York, a series of video ads speak authentically to fans of both WWE and the hit mobile game from Supercell.

By Chris Kelly • April 18, 2025

Snap names first CMO in 2 years in lead-up to advertising showcase

Grace Kao, who recently joined Snap, is taking over marketing leadership from Chief Creative Officer Colleen DeCourcy, who will depart later this year.

By Peter Adams • April 17, 2025

Inside BodyArmor’s new visual identity and largest campaign to date

The Coca-Cola-owned beverage aims to separate itself from a crowded category with a bold new look and ads that ask consumers to “Choose Better.”

By Chris Kelly • April 17, 2025

Garage Beer co-owner Jason Kelce devises martial arts-inspired campaign

The brand, a fast-growing light beer in the U.S., leverages its connection to the Kelce family through a story-heavy marketing approach.

By Sara Karlovitch • April 16, 2025

Why Mentos relaunched its iconic jingle and brought brand lore to Fortnite

To reach Gen Z, the 93-year-old brand is tapping into ‘90s nostalgia and enduring interest in what happens when its mints are mixed with cola.

By Chris Kelly • April 16, 2025

Chili’s pop-up finances fast food meals in latest dig at rising prices

A store emulating payday loan retailers doles out gift cards to “approved” visitors, while consumers at home can participate in social giveaways on X. 

By Peter Adams • April 15, 2025