Creative

  • Josh Hart stands in front of the Cold Water Bar.
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    Courtesy of Heineken
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    Heineken brings group chats to life to spur in-person connections

    The activation is backed by research that found while 94% of Americans are in group chats, 29% meet up with their groups once per month at most.

    By • Oct. 31, 2025
  • Hatch campaign still
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    Courtesy of Hatch
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    Column

    Campaign Trail: Hatch turns doomscrolling into horror film trailer

    The in-house effort from the sleep device brand uses the tropes of scary movies to pitch its value proposition around the dangers of in-bed phone use.

    By • Oct. 31, 2025
  • Consumer Packaged Goods Explore the Trendline➔
    Trendline

    Consumer Packaged Goods

    If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

    By Marketing Dive staff
  • Target holiday 2025 campaign imagery for "Kris K. is Back"
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    Courtesy of Target
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    Target brings back ‘Hot Santa,’ adds new characters to holiday push

    Americans are prioritizing small moments of joy to combat a tough economic climate, according to internal research that informed Target’s holiday push.

    By • Oct. 30, 2025
  • P.F. Chang's campaign
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    Courtesy of P.F. Chang's
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    P.F. Chang’s CMO on igniting a new brand platform, holiday campaign

    Sonika Patel explains how the chain is centering the dining experience with a “Light the Fire” platform and seasonal push on digital and CTV.

    By • Oct. 29, 2025
  • Snooki, dressed as a scarecrow, stands on a decorated front stoop with someone in a red M&Ms costume.
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    Courtesy of Mars
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    Mars gets spooky across multiple channels and brands for Halloween

    Efforts for M&M’s, Skittles and Twix span a range of marketing strategies like a short-form sitcom, emergency candy deliveries and podcasts.

    By • Oct. 29, 2025
  • A person splays on a park bench with Pringles in his mouth as ducks flock around him
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    Permission granted by Pringles
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    Pringles brings back ‘Once You Pop’ tagline to meet Gen Z’s tastes

    The tagline, first introduced in the ‘90s, has been reworked in ads focused on “unhinged” humor attuned to young consumers’ social feeds.

    By • Oct. 28, 2025
  • Child actor Paxton Beau Bazile poses with bottles of Welch's Sparkling Juices
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    Permission granted by Welch's
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    How Welch’s new kid mascot bridges nostalgia with modern marketing

    Charlie Cheersman, the first kid to anchor the brand’s creative in 25 years, debuts as the CPG shakes up its marketing strategy and leadership.

    By • Updated Oct. 28, 2025
  • A Dr. Seuss-inspired character is bathed in the blue light of a mobile device in a holiday ad from Walmart
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    Permission granted by Walmart
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    Walmart balances whimsy with value in Dr. Seuss-inspired holiday ads

    Spots taking place in a town called WhoKnewVille reinforce a messaging platform that challenges consumer perceptions around the retailer’s image.

    By • Updated Oct. 28, 2025
  • Campaign imagery for E.l.f.'s global campaign entitled “Give an e.l.f.’
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    Courtesy of E.l.f. Beauty
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    E.l.f. challenges consumers to ‘Give an e.l.f.’ in purpose-led campaign

    Ads for the beauty brand span social, print, digital and out-of-home, asking “What do you give an e.l.f. (F#@&) about?”

    By • Oct. 28, 2025
  • A pair of glazed pork ribs sit on a blazing charcoal grill.
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    Permission granted by National Pork Board
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    Inside the campaign to reposition pork for Gen Z, millennial consumers

    The effort tries to shed associations with the iconic “Other White Meat” tagline while appealing to the media preferences of young audiences.

    By • Oct. 27, 2025
  • People attend Advertising Week New York 2025
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    Permission granted by Shutterstock for Advertising Week New York
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    Top takeaways from Advertising Week 2025 marketers need to know

    Leading marketers like PepsiCo and Kraft Heinz delved into topics including culture-led marketing and artificial intelligence at the annual conference.

    By , , , • Oct. 23, 2025
  • Ciara for True Religion's 2025 "Wrapped in True" holiday campaign.
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    Courtesy of True Religion
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    True Religion targets women, college sports fans in holiday campaign

    The brand doubles down on the growing intersection of fashion and sports in its first holiday campaign since being acquired earlier this year.

    By • Oct. 23, 2025
  • Salma Hayek holds a bottle of Kahlúa while wearing a yellow dress.
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    Courtesy of Pernod Ricard
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    Dunkin’ and Kahlúa tap Salma Hayek Pinault to boost co-branded product

    The telenovela-inspired “It’s Kahlunkin’” campaign comes as Gen Z consumers express increased interest in coffee-based alcoholic beverages.

    By • Oct. 22, 2025
  • Bryan Cranston as Cranpus in an Ocean Spray ad
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    Courtesy of Ocean Spray
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    Beware of ‘Cranpus’: Ocean Spray evolves brand platform for holidays

    The cranberry co-op turned actor Bryan Cranston into a new version of folklore figure Krampus to break through the season’s advertising noise.

    By • Oct. 22, 2025
  • Over the shoulder angle of a young gamer playing a video game on personal computer in a neon lit living room at home.
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    Getty Images
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    Deep Dive

    6 gaming takeaways for marketers from Advertising Week New York

    Despite its immense popularity with younger consumers, gaming still only commands a fraction of ad dollars.

    By • Oct. 21, 2025
  • A group of people watch a football game in a Hellmann's ad
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    Courtesy of Hellmann's
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    How Hellmann’s covers the spread with football marketing

    Over the last five years, the Unilever brand has worked to become synonymous with football culture and has seen continued sales momentum.

    By • Oct. 20, 2025
  • Outdoor ads in Brooklyn, New York, promote Manscaped grooming products
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    Permission granted by Manscaped
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    Q&A

    How Manscaped’s CMO tackles Super Bowl-sized brand ambitions

    Marcelo Kertesz spoke with Marketing Dive about reports the brand is mulling its first big game ad and why it is doubling down on edgy humor.

    By • Oct. 20, 2025
  • LeBron James for Hennessy
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    Courtesy of Hennessy
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    Column

    Campaign Trail: Hennessy stirs up social with LeBron’s latest decision

    Wieden + Kennedy Amsterdam remade the NBA legend’s 2010 “Decision” — a reminder that “you can’t make an omelet without breaking some eggs.”

    By • Oct. 17, 2025
  • Hello CEO Diana Haussling at Variety's Future of Brand Summit
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    Permission granted by Variety via Getty Images
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    How Colgate-Palmolive’s Hello amplifies marketing by gut-checking AI

    CEO Diana Haussling and execs from Acxiom and agency FCB discussed use cases of artificial intelligence at Variety’s Future of Brand Summit.

    By • Oct. 15, 2025
  • Amaya Espinal for Herbal Essences
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    Courtesy of Procter & Gamble
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    Herbal Essences taps into infomercial nostalgia to serve ‘scent traps’

    The P&G hair care brand enlists “Love Island” star Amaya Espinal to celebrate the power of scent in digital and out-of-home ads.

    By • Oct. 15, 2025
  • A group of people stand outside a bus stop in Woolrich x Target gear
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    Permission granted by Target
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    Why Target is embracing social-first marketing for its Woolrich collab

    A campaign promoting the design partnership shifts from studio-shot imagery to lifestyle-oriented visuals and storytelling driven by influencers.

    By • Oct. 14, 2025
  • CMOs at Advertising Week New York argued that widely held beliefs about the group, including their lack of brand loyalty, are not telling the full story.
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    Permission granted by Shutterstock for Advertising Week New York
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    CMOs share what brands get wrong when marketing to Gen Z

    The group’s perceived aversion to advertising and lack of brand loyalty are more myth than fact, panelists argued at Advertising Week.

    By • Oct. 10, 2025
  • Executives from Keurig Dr Pepper, Disney, NFL and EDO on an Advertising Week New York panel
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    Permission granted by Shutterstock for Advertising Week New York
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    How Keurig Dr. Pepper embraces flywheel marketing to drive performance

    During an Advertising Week panel, CMO Drew Panayiotou explained how marketers can measure success when accuracy is not completely possible.

    By • Oct. 9, 2025
  • Executives from PepsiCo and VaynerMedia at AWNY
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    Permission granted by Shutterstock for Advertising Week New York
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    In-housing or outsourcing? PepsiCo, VaynerMedia turn to ‘co-sourcing’

    PepsiCo has tripled content production and seen sales growth for brands like Mug since integrating the agency closer to its internal teams.

    By • Oct. 8, 2025
  • Panelists at Advertising Week New York
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    Permission granted by Shutterstock for Advertising Week New York
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    How Molson Coors, PepsiCo operationalize rapid, relevant culture plays

    Brands must be aligned with agency partners and remove barriers to execution, executives explained at Advertising Week.

    By • Oct. 7, 2025