Creative: Page 101
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John Hazard
ColumnComic Dive: Brands Open the Football Playbook
As the football season kicks off, major players like Pepsi and Bud Light are trying various tactics to engage sports fans.
By John Hazard • Sept. 6, 2019 -
P&G
P&G-backed docuseries on poverty, inequality and sustainability premieres on Nat Geo
"Activate: The Global Citizen Movement" shows how brands Charmin, Tide, Always and Head & Shoulders are addressing these issues.
By Barry Levine • Sept. 6, 2019 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
AB InBev tweaks Bud Light's 'no corn syrup' message after court loss
The beer maker plans to appeal the decision that requires the removal of "no corn syrup" packaging, but maintains that Bud Light is "brewed with no corn syrup for a crisp taste" in new ads.
By Robert Williams • Sept. 6, 2019 -
Pepsi kicks off campaign to celebrate NFL's 100th season
The multichannel campaign includes a TV push that comes as NFL ratings bounced back after two seasons of declines.
By Barry Levine • Sept. 5, 2019 -
Papa John's 1st Shaquille O'Neal TV spot insists 'a better day' is dawning
The basketball star-turned-board member and franchisee personally delivers pizza following scandals that ousted the brand's founder.
By Shane Schick • Sept. 5, 2019 -
Jaja Tequila
Jaja flips Instagram photo into reality with tequila truck tour
After a rendered image went viral, the 1-year-old liquor brand responded to demand by making the truck a reality.
By Natalie Black (Koltun) • Sept. 5, 2019 -
Burger King cooks up 'Democratic Burger' election in France
To drive app downloads, the fast food chain will let customers vote for a menu item that will be discounted the following week.
By Dianna Christe • Sept. 4, 2019 -
New Amsterdam drafts Barstool Sports podcast for Pink Whitney vodka debut
The lemonade-flavored spirit was inspired by a former NHL player who hosts the "Spittin' Chiclets" podcast, which the vodka brand sponsors.
By Robert Williams • Sept. 4, 2019 -
Toyota accelerates location, cultural targeting in multichannel Prius ads
The "It's Unbelievable" effort includes a digital partnership with The Weather Channel and AccuWeather that utilizes location-based targeting.
By Dianna Christe • Sept. 4, 2019 -
Bon & Viv Spiked Seltzer serves up taste test polygraph
The Anheuser-Busch brand refreshed the classic Pepsi challenge for the burgeoning hard seltzer market.
By Dianna Christe • Sept. 3, 2019 -
Porsche
Porsche test drives branded games on Amazon's Twitch
A choose-your-own-adventure-style game lets viewers vote on actions taken by two real people equipped with body cameras to reveal a new electric race car.
By Robert Williams • Sept. 3, 2019 -
Dos Equis offers certificate in watching college football
Completing online courses and an exam gives "students" a chance to win tickets to the College Football Playoff National Championship.
By Barry Levine • Aug. 30, 2019 -
Bombay Sapphire sparks creativity with crowdsourced art installation
For #FindYourCanvas, the Bacardi gin brand lets microsite visitors remotely paint a shared canvas through robot arms.
By Robert Williams • Aug. 30, 2019 -
Cheetos snacks on Flamin' Haute look at New York Fashion Week
The brand's first runway show and style bar will showcase fans' interpretations of looks inspired by the snack food.
By Barry Levine • Aug. 30, 2019 -
Column
Campaign Trail: Why Dum Dums dropped the hard sell in favor of smile-inducing memories
A new campaign from the iconic candy brand — its first in 30 years — aims to replicate positive feelings from childhood with simple, relatable storytelling.
By Natalie Black (Koltun) • Aug. 30, 2019 -
Mitsubishi merges hyper-local targeting with experiential test drive pop-ups
Social listening, AI and geotargeting are used to identify gatherings of people who match the buyer profile before pop-ups are set up to offer them test drives.
By Barry Levine • Aug. 29, 2019 -
Bud Light brings back Victory Fridges at a pop-up appliance store
As Cleveland Browns fans prepare for football season, the Anheuser-Busch brand refreshes last year's campaign with a pop-up shop and a pairing with WWE's The Miz.
By Barry Levine • Aug. 29, 2019 -
Dove Men+Care taps everyday athletes for new campaign
After research showed a majority of men want to see everyday athletes better represented in media, the brand shifted its messaging.
By Dianna Christe • Aug. 28, 2019 -
Buffalo Wild Wings kicks off football season with relationship-saving 'prenups'
The restaurant chain looks to protect fans' football watching with a campaign that doubles down on more traditional views of masculinity.
By Chris Kelly and Dianna Christe • Aug. 28, 2019 -
Busch and Big Buck Hunter put wildlife conservation in crosshairs
The partnership includes a charity-focused "hunting permit," scannable cans and a social media sweepstakes.
By Barry Levine • Aug. 27, 2019 -
Schick launches club for bald men with New York Fashion Week event
Bald heads serve as tickets for "The Baldest Party Ever," which will feature red carpet head shave stations, DJs and influencer appearances.
By Barry Levine • Aug. 27, 2019 -
Sweetarts taps designer Christian Siriano to bring 'Be Both' campaign to the runway
The fashion collaboration celebrates the freedom to be "more than one thing" and is the candy brand's latest effort to reach Gen Z.
By Dianna Christe • Aug. 26, 2019 -
Dum Dums lollipops get animated for first ad campaign in 3 decades
Agency Smith Brothers developed the creative, which uses the iconic candy to add color to black-and-white animations reminiscent of Shel Silverstein books.
By Dianna Christe • Aug. 26, 2019 -
Doritos
Doritos drops its logo to spark UGC from ad-adverse Gen Zers
"Another Level" includes skippable YouTube ads, an AR Snapchat Lens and spots airing during MTV's Video Music Awards.
By Robert Williams • Aug. 26, 2019 -
JetBlue takes off with PepsiCo by adding airline's logo to landmark sign in NYC
The companies encourage social media users to post photos of the temporary installation with the hashtag #PepsiOnJetBlue.
By Robert Williams • Aug. 26, 2019
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