Why PepsiCo’s women’s soccer sponsorship is about more than signage

Mark Kirkham, senior vice president and CMO of international beverages, discussed why sponsors should invest in ways that elevate the sport.

By Aaron Baar • March 23, 2023

CMOs struggle to balance first-party data needs with value creation

New Gartner research challenges some conventional wisdom, including the belief that managing fewer channels leads to more effective data acquisition.

By Peter Adams • March 22, 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

Ford shifts toward purpose with ‘Euphoria’ star Sydney Sweeney

The actor will host an Auto 101 TikTok series and will debut her female-focused workwear collection made in collaboration with Dickies. 

By Jessica Deyo • March 22, 2023

Coke asks consumers to generate art with new AI platform

The first fruit of the marketer's collaboration with Bain & Company and OpenAI combines the buzzy GPT-4 and DALL-E solutions.

By Chris Kelly • March 21, 2023

Stella Artois crashes into dining trends, shifts brand positioning

The AB InBev brand is putting a bigger focus on casual dining in an attempt to court consumers as dinner habits evolve. 

By Sara Karlovitch • March 20, 2023

NBA scores by personalizing emails with blend of timely content

Conversion and click-through rates got a boost when fan interests were reflected in dynamic content like animations, countdown timers and GIFs.

By Aaron Baar • March 20, 2023

Tide inserts Kumail Nanjiani into messy viral videos for bigger pods push

The actor pops up in viral posts, like one where a baby is covered in peanut butter, to promote overhauled Tide Power Pods with more detergent.

By Peter Adams • March 17, 2023

Bushmills unleashes sheep on NY bar for St. Patrick’s Day campaign

In a humorous new ad, the Irish whiskey brand urges bar goers to avoid herd mentality and ditch its competitors.

By Sara Karlovitch • March 17, 2023

Campaign Trail: Smartwater elevates hydration with athletes — and Pete Davidson

The Coca-Cola brand teamed with VMLY&R to show how its latest innovation helps consumers elevate their lives in a variety of ways.

By Chris Kelly • March 17, 2023

Northwestern Mutual, Pinterest team to give free financial advice to Gen Z

“From Pinning to Planning” includes an online quiz that users can take to reveal their Pinterest Persona and receive custom financial advice. 

By Aaron Baar • March 16, 2023

Meta’s ‘year of efficiency’ brings lofty AI ambitions — and more mass layoffs

The company detailed a restructuring plan that will see 10,000 more layoffs and a focus on AI, speaking to the impacts the tech could have on social media.

By Jessica Deyo • March 16, 2023

Heinz highlights soil degradation with Fortnite island

The ketchup maker is looking to raise awareness about sustainable farming, tasking Fortnite players with keeping a shrinking farm up and running.

By Sara Karlovitch • March 16, 2023

Twisted Tea drops vasectomy underwear for March Madness

The hard iced tea brand's novelty merch is timed to an increase in vasectomies that occur during the NCAA basketball tournament.

By Chris Kelly • March 16, 2023

Coors Light helps calm anxious basketball fans with beer-flavored ice pops

The brewer is taking its “Made to Chill” tagline a step further with limited-edition frozen treats timed to March Madness.

By Sara Karlovitch • March 15, 2023

Denny’s serves up AR experience with new menu overhaul

Guests can take a virtual tour of Denny’s new menu and get exclusive deals, as part of a brand update that includes new kitchen equipment and food offerings. 

By Julie Littman • March 15, 2023

General Motors CMO Deborah Wahl to retire

Along with helping GM navigate the challenges of the coronavirus pandemic, Wahl has helped lead the automaker’s move toward an all-electric future.

By Chris Kelly • March 15, 2023

Axe enlists Lil Baby to redefine premium through national push

“The Fine Fragrance G.O.A.T.” markets the brand’s affordable line of premium products and looks to appeal to Gen Z with themes like gaming.

By Sara Karlovitch • March 14, 2023

Inside Nestlé‘s long road to improve the sustainability of its packaging footprint

From Nespresso pods made of paper to Stouffer’s trays made with 30% recycled plastic, the CPG giant is finding novel ways to improve some of the millions of pounds of packaging material it uses annually.

By Christopher Doering • March 14, 2023

Amazon Prime embraces mustaches in global campaign with Olivia Wilde

The “Don’t Worry Darling” director helmed a spot that stars a young woman learning to love her facial hair with the help of icons like Freddie Mercury.

By Jessica Deyo • March 14, 2023

Sephora, TikTok launch content creator program

The partnership will pair social media content creators with up-and-coming brands from the beauty retailer's accelerator program.

By Nate Delesline III • March 13, 2023

Star CMO Machado jumps from Activision Blizzard to food tech startup

The well-decorated exec is joining AI-focused NotCo as the firm deepens relationships with major CPG marketers including Kraft Heinz.

By Peter Adams • March 13, 2023

100 days of frenzied hype around generative AI

Despite seemingly daily developments around artificial intelligence in the tech world, the ramifications for marketers are not yet clear.

By Chris Kelly • March 13, 2023

Aéropostale’s expansive metaverse strategy kicks off with Tesla giveaway

An upcoming drop of 30,000 NFTs that unlock exclusive perks and entry to digital realm AeroWorld is the first step of a four-phase metaverse activation.

By Jessica Deyo • March 13, 2023

Rémy Martin integrates QR codes into murals celebrating hip-hop

As the genre celebrates its 50th anniversary in 2023, the cognac brand is back with a more expansive campaign built around well-known DJs.

By Sara Karlovitch • March 9, 2023

As video games become cultural juggernauts, marketers still struggle with buy-in

Even with massive hits like “The Last of Us,” marketers face obstacles around convincing leadership and moving beyond “opportunistic” strategies.

By Peter Adams • March 9, 2023