Creative
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Column
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 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
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 -
Corona weathers the apocalypse with ‘The Last of Us’ integration
The collaboration, part of the “La Playa Awaits” campaign, extends across ads, retail displays and custom content.
By Sara Karlovitch • 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 -
Publicis acquires Adopt to strengthen connection to sports culture
The four-year-old upstart founded by Nike veterans has worked with brands and athletes including Lululemon and Anthony Edwards.
By Peter Adams • 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 -
Retrieved from YouTube on April 28, 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 -
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 -
Q&A
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 -
Fiverr confronts AI concerns head-on in national marketing push
“Stranger Things” actor Brett Gelman stars in an ad for the freelancer marketplace that parodies the pottery scene from the film “Ghost."
By Sara Karlovitch • April 21, 2025 -
Sponsored by Stills
Unfiltered view: 3 trends driving marketing photography for brands
Cutting through the noise requires touching a nerve that builds emotional bonds.
April 21, 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 -
Column
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 -
Kids entertainment brand CoComelon lends a hand in first brand campaign
“CoComelon Can Help” also includes creator partnerships and playlists curated for Pinterest and YouTube.
By Jessica Deyo • 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 -
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 -
Malibu encourages work-life balance in new ad starring Brian Cox
Known for serious roles such as Logan Roy in “Succession,” the actor ditches the boardroom to enjoy the beach and tells consumers to “Clock off!”
By Sara Karlovitch • April 14, 2025 -
Panera reintroduces brand with focus on dine-in cafe experience
“It Just Meals Good,” the chain’s first work from 72andSunny, captures a variety of occasions for eating at Panera, whether catching up with a kid or an ex.
By Peter Adams • April 10, 2025 -
How JCPenney’s new brand positioning is subverting consumer expectations
“Anonymous Ads” was created and executed by new appointments Mischief and VaynerMedia, and helps the brand address a “sea of sameness” in retail.
By Chris Kelly • April 10, 2025 -
Why Minute Maid is teaming with WWE to punch up its new brand platform
The sponsorship supports “Bring the Juice,” which serves as the culmination of several years of brand transformation work.
By Chris Kelly • April 9, 2025 -
Subway hires CMO from PepsiCo beverages to lead global marketing
Greg Lyons, who left the Pepsi owner late last month, will join Subway as it shifts its creative account to Publicis Groupe’s Leo New York.
By Peter Adams • April 9, 2025 -
Kit Kat protects downtime in a chaotic world with Break Brothers
The brand's first character-driven campaign looks to appeal to people dealing with hectic work environments and return-to-office policies.
By Peter Adams • April 8, 2025