Creative: Page 115
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Mercedes honors International Women's Day with Bertha Benz mini-film
A YouTube short tells the story of the brand founder's wife and business partner and her 100-kilometer journey in his first car more than 130 years ago.
By Erica Sweeney • March 8, 2019 -
Dawn tops list of brands most favored by women, YouGov says
Amazon, Hershey's, M&M's and Dove round out the top five most-favored brands by women, while security brand Ring saw the biggest gains.
By Erica Sweeney • March 7, 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 -
Cox pilots AI-powered audio ad unit from Spark Foundry, AI Music
Sympaphonic Ads automatically pair creative with user listening preferences, and reportedly can produce a complete ad in under 10 minutes.
By Peter Adams • March 7, 2019 -
Coors Light puts agency roster in review, ramps up digital spend
The switch-up follows the appointment of new MillerCoors marketing leadership in Michelle St. Jacques and comes amid an ugly spat with rival AB InBev.
By Peter Adams • March 6, 2019 -
Modcloth
ModCloth debuts celeb-studded campaign for International Women's Day
The biggest campaign to date for the Walmart-owned brand includes a TV ad buy, out-of-home takeovers and mini documentaries.
By Erica Sweeney • March 6, 2019 -
T.J. Maxx gamifies pop-up experiences via Instagram contest
Consumers can guess the total cost of the products on display in several installations curated by influencers for a chance to win prizes.
By Erica Sweeney • March 6, 2019 -
Post
Post pairs with Hostess for influencer campaign showcasing 'tiny bakery'
For National Cereal Day, new Hostess-inspired cereals will be promoted via social media, while Kellogg's continues to leverage its NYC Café.
By Erica Sweeney • March 5, 2019 -
KFC
KFC's crowdfunding campaign gauges interest in half-baked ideas
Contributors to the Indiegogo site could win branded swag for supporting potential products like a Kentucky Fried Hot Tub or location-tracking necktie.
By Erica Sweeney • March 5, 2019 -
The shift to community-driven marketing
Retailers at 2019's Shoptalk conference discussed new marketing tactics which focus less on the transaction amount and more on building a brand community.
By Cara Salpini • March 5, 2019 -
Ikea showcases furniture in 'Kama Sutra' guide to 'bedroom satisfaction'
The shoppable content offers design and furniture layout ideas and is part of the retailer's efforts to mail out fewer paper catalogs.
By Erica Sweeney • March 5, 2019 -
Tic Tac
Tic Tac taps Instagram Stories, 6-second bumpers for campaign around sharing
The effort is the first created and produced for the brand by Laundry Service, which Tic Tac named its creative agency of record in August.
By Erica Sweeney • March 4, 2019 -
Netflix pledges to 'Make Room' for more diverse talent in new ad
The spot features "Orange is the New Black" star Uzo Aduba and highlights the streaming giant's efforts to bring more women and minorities on board.
By Erica Sweeney • March 4, 2019 -
United Airlines contest turns aircraft into canvases for women artists
"Her Art Here" raises awareness about the underrepresentation of women in the art world, and includes an open gallery show for the winners.
By Erica Sweeney • March 4, 2019 -
Fender spotlights new generation of diverse artists at SXSW kickoff
The guitar maker is teaming up with 50 artists from around the world to share their stories across ads, social media, mini films and other creative content.
By Erica Sweeney • March 1, 2019 -
Column
Campaign Trail: Farmers' Dr. Seuss tie-in; Natural Light preps for summer; 'Sesame Street' gets designer digs
The AB InBev brand gets animated for a product launch, while an insurance company aims for whimsy and iconic stars of a children's show get fresh looks.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • March 1, 2019 -
Southwest promotes civility with Netflix's 'The Kindness Diaries'
The airline hosted a "kindness-based" sweepstakes as part of the campaign and is offering special content integrations for the show.
By Erica Sweeney • March 1, 2019 -
Oscar Mayer
Kraft Heinz deepens UFC partnership around Oscar Mayer P3, Devour brands
Oscar Mayer P3 will debut original content at the UFC Performance Institute in Las Vegas, while Devour will integrate into a YouTube series.
By Erica Sweeney • March 1, 2019 -
Jameson joins with Anderson .Paak to support local bars ahead of St. Patrick's Day
As part of the "#LoveThyBar" campaign, the Pernod Ricard brand is dishing out drink rebates to consumers via Facebook Messenger.
By Erica Sweeney • March 1, 2019 -
Oreo
Oreo unwraps cookie-powered DJ mixer, teases 'Game of Thrones' tie-up
The Mondelez cookie brand returns with more musical merch, and says its HBO collaboration could be its biggest ever.
By Erica Sweeney • Feb. 28, 2019 -
YouTube
Lay's ties exclusive Bebe Rexha song downloads to chip packaging
After purchasing one of three limited-edition flavors, fans can apply a code online to download the track and enter to win prizes.
By Erica Sweeney • Feb. 28, 2019 -
NYLAC
OpinionMeasuring brand activations in the digital age with 'return on experience'
While ROE may not provide all the hard data marketers crave, it can shed light on experience conversion rates, writes Set Creative's Stefan Tauber.
By Stefan Tauber • Feb. 28, 2019 -
Papa John's eyes sports stars, social influencers as brand rehabilitation efforts continue
The strategy, which follows a campaign around franchisees, was announced amid a reported 8.1% slide in same-store sales in North America for Q4.
By Erica Sweeney • Feb. 28, 2019 -
Marketers ill-prepared to leverage data, experiences to improve brand engagement, study finds
"Small data" may be a way to bring a human touch back to marketing, but 36% of executives see it as the biggest challenge facing their business.
By Erica Sweeney • Feb. 27, 2019 -
Suave taps diverse influencers for fresh natural hair care line
Three creators showcase the new Unilever products in real-life situations, like strolling on a windy day, dancing and spending time at the beach.
By Erica Sweeney • Feb. 27, 2019 -
Nike's 'Dream Crazier' spot with Serena Williams celebrates female athletes
Debuting during the Oscars, the 90-second video has already notched nearly 6 million views on YouTube and 28.5 million on Twitter.
By Erica Sweeney • Feb. 26, 2019
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