Creative: Page 124
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Dennis Quaid breaks the fourth wall for Esurance's brand revamp
In a campaign launch video, the actor acknowledges that he is in a commercial and speaks directly to viewers about some of the company's features.
By Erica Sweeney • Aug. 16, 2018 -
Coca-Cola
Deep DiveThe price is right: Why food, drink brands spend big money for celebrity endorsers
While stars have long pitched consumers to buy a product, shoppers now expect them to bring authenticity and believability along with their famous names.
By Pamela DeLoatch • Aug. 16, 2018 -
Facebook helps brands turn still image ads into direct-response videos
In one example, Shopback had a 5.5 times better conversion rate and 5.7 times lower cost per registration from video ads over just using still ads.
By Erica Sweeney • Aug. 15, 2018 -
Bacardi
Bacardi and Major Lazer tap SoundCloud for music talent competition
While YouTube is more popular, the news points to SoundCloud's potential as a talent development platform.
By Erica Sweeney • Aug. 15, 2018 -
MLB teams are already restoring their Papa John's partnerships, New York Post reports
Some are showing solidarity with franchisees of the embattled chain, who have been hit by falling sales and boycotts over the founder's racist comments.
By Erica Sweeney • Aug. 15, 2018 -
Bud Light's fridge only unlocks when Cleveland Browns kick their losing streak
The "Victory Fridge" will be placed at bars and FirstEnergy Stadium, and uses technology to automatically open once the team wins a regular-season game.
By Erica Sweeney • Aug. 15, 2018 -
Nectar Sleep stays refreshed with big data and Trump-Putin 'grumpy brain' ads
As the bed-in-a-box space has become congested, brands are being forced to pull out all the stops to edge out the competition. For Nectar, that translates to a data-heavy strategy.
By Natalie Koltun • Aug. 14, 2018 -
John Hazard and Lisa Burdige
ColumnComic Dive: Bitcoin Bank
Brands like Starbucks, McDonald's and Oscar Mayer have cashed in on the cryptocurrency craze with marketing stunts and a deal with the owner of the New York Stock Exchange.
By John Hazard and Lisa Burdige • Aug. 14, 2018 -
Oreo supports left-handed struggles with special packs that open from the opposite end
The promotional item for International Lefthanders Day can be ordered online in a potential bid to bolster the brand's e-commerce business.
By Erica Sweeney • Aug. 14, 2018 -
Supreme takes over the New York Post, sending streetwear fans into a frenzy
The printing was teased on Twitter before papers shipped, and some fans were paying 10 times the newsstand price for resold editions on eBay.
By Erica Sweeney • Aug. 14, 2018 -
Olay
Olay urges women to be bold in new Face Anything campaign
A 28-day social media challenge shows influencers using Olay products as they prepare to walk makeup-free down a runway during New York Fashion Week.
By Erica Sweeney • Aug. 13, 2018 -
Getty Images
Report: Google in talks to target ads on billboards in Germany
The tech giant is looking to install billboards in shopping centers, train stations and store windows that tailor messages based on users' web browsing.
By Erica Sweeney • Aug. 13, 2018 -
How Goya, Pillsbury are driving an increase in social influence
Betty Crocker holds the top spot among food brands with the most online and offline consumer conversations in Engagement Labs' ranking.
By Erica Sweeney • Aug. 10, 2018 -
Adidas sales surge on strength of World Cup sponsorship
Soccer merchandise proved particularly popular in Q2, though rival Nike had its swoosh on the winning French national team's jersey.
By Peter Adams , Erica Sweeney • Aug. 10, 2018 -
Impossible Foods launches first mission campaign with astronaut short film
Executive Creative Director Sasha Markova explains why the plant-based food company is focusing on its planet-saving mission and not product for the push.
By Chris Kelly • Aug. 9, 2018 -
Stella Artois urges drinkers to savor every sip in new mindfulness audio guide
StellaSpace features actor Luke Evans, who shares stories and meditation tips in a 20-minute guide that can be listened to on the Inscape app.
By Erica Sweeney • Aug. 9, 2018 -
Airbnb calls off Great Wall sleepover contest following pushback from China
The competition was meant to promote China as a destination and would have featured a gourmet dinner and traditional music at the landmark.
By Erica Sweeney • Aug. 9, 2018 -
Getty Images
Study: 62% of US consumers say advertisers are becoming better communicators
Kantar Media's 2018 Dimension report also found that 19% of those age 35-44 generally like advertising.
By Erica Sweeney • Aug. 8, 2018 -
Rice Krispies Treats introduces Braille 'love notes,' recordable boxes
Special heart-shaped packaging comes as part of the marketer's partnership with the National Federation of the Blind.
By Erica Sweeney • Aug. 8, 2018 -
John Hazard and Lisa Burdige
ColumnComic Dive: Cola War Mania
Pepsi perseveres over Coca-Cola on a historic stage in the latest round between the soda giants.
By John Hazard and Lisa Burdige • Aug. 7, 2018 -
Cars.com plays matchmaker with new AI-powered vehicle search platform
The launch is supported by a campaign riffing on ads for dating websites and includes a partnership with Tinder, which the platform emulates.
By Erica Sweeney • Aug. 7, 2018 -
KFC intros Jason Alexander as the 'Family Colonel' in surreal sitcom parody
The former "Seinfeld" star promotes the chain's $20 Fill Up meals in a campaign that starts out cheery and then turns vaguely creepy.
By Erica Sweeney • Aug. 7, 2018 -
Analysis: Under Armour and The Rock win title for strongest celebrity ambassadorship
An analysis of fashion and retail marketers by Spotted examined audience perception, brand match and risk assessment.
By Erica Sweeney • Aug. 6, 2018 -
Opinion
Stopping influencer fraud: Who, what and where to look for signs of trouble
More than 11% of engagement on influencer-sponsored posts on Instagram last year were from fraudulent accounts. Captiv8's Krishna Subramanian lays out tips for detecting red flags and ensuring brands get what they paid for.
By Krishna Subramanian • Aug. 6, 2018 -
Athleta bucks 'girls in sports' stereotypes with back-to-school push
The brand aims to boost girls' confidence and promote sports leadership in its first campaign targeting young teenagers.
By Natalie Koltun • Aug. 6, 2018
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