Creative: Page 128
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Hennessy taps Ridley Scott for 'epic visual journey' promoting new luxury cognac
The iconic director's first commercial in 15 years will be supported by a series of immersive 3D ads that convey each of the spirit's flavor notes.
By Erica Sweeney • Sept. 11, 2018 -
Report: Amazon taps ex-'Project Runway' hosts Heidi Klum, Tim Gunn for fashion series, shoppable experience
The tech giant will try again to merge reality TV fashion content with commerce after "Style Code Live" was canceled last year.
By Erica Sweeney • Sept. 10, 2018 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z.
By Marketing Dive staff -
Gillette Venus partners with female directors for Instagram TV content
The P&G brand selected 10 up-and-coming creators via Fiverr for videos showcasing the importance of a woman's point of view.
By Erica Sweeney • Sept. 7, 2018 -
Celebs customize Wranglers in Jeep's new web series competition
Former NBA player and sports analyst Jalen Rose hosts the six-part show, and fans can vote for their favorite cars online.
By Erica Sweeney • Sept. 7, 2018 -
Ketel One crafts signature cocktails for the Emmys, partners with Lyft for free rides home
The vodka brand is also teaming up with subscription service Cocktail Courier to provide limited-edition, awards show-themed cocktail kits.
By Erica Sweeney • Sept. 7, 2018 -
What happens now that Nike's just done it?
The athletics brand has retained the defiant spirit of its "Just Do It" slogan for 30 years. Now it's turned to the most defiant athlete of the moment, Colin Kaepernick, to be the face of its signature campaign.
By Daphne Howland • Sept. 6, 2018 -
Michelob Ultra
Michelob Ultra hosts interactive workout experience to promote new fitness festival
Participants had the collective goal of filling virtual glasses of beer to unlock the flow of Michelob Ultra.
By Erica Sweeney • Sept. 6, 2018 -
Twix debuts split-screen Instagram Story as part of left/right campaign
The Mars candy brand urges viewers to watch the video and select a side.
By Robert Williams • Sept. 6, 2018 -
Gap leveraged social listening to craft its positivity-focused fall campaign theme
The retailer worked with up-and-coming artist Kyle on "All Good," which has lyrics derived from real motivational tweets.
By Erica Sweeney • Sept. 6, 2018 -
Excedrin tackles 'adulting,' other headache-inducing moments with special-edition pain relievers
For the effort, the brand teamed with "Queer Eye" stars Antoni Porowski and Tan France to share their experiences, including through Instagram.
By Erica Sweeney • Sept. 6, 2018 -
Crown Royal returns to NFL advertising, extending message around responsible drinking
The whisky maker ran its first regular-season TV ad last year after the league loosened its restrictions on liquor campaigns, which were previously banned.
By Erica Sweeney • Sept. 6, 2018 -
Harry & David
Harry & David repositions around sharing for year-round connections
Digital video and social media are being leveraged to help the brand drive sales beyond the holiday gift-giving season.
By Chantal Tode • Sept. 5, 2018 -
Ulta revamps branding strategy to focus on diversity in beauty
The retailer's first campaign with McCann spotlights a cast of different ages, ethnicities, sizes and genders, including a male makeup artist.
By Erica Sweeney • Sept. 5, 2018 -
Pizza Hut kicks off first national campaign as NFL sponsor
A new digital rewards program, local activations and an AR game are a few of the ways the chain will reach out to fans now that it has replaced Papa John's.
By Erica Sweeney • Sept. 5, 2018 -
Pepsi charges into football season with experiential Tailgate Tour, video push
Activations include prize giveaways, games and performances by the country music duo Locash, along with meet-and-greets with NFL stars.
By Erica Sweeney • Sept. 5, 2018 -
John Hazard and Lisa Burdige
ColumnComic Dive: Toxic Avengers
Amid a rise in discussions about toxic masculinity, some marketers are breaking away from traditional stereotypes.
By John Hazard and Lisa Burdige • Sept. 4, 2018 -
Nike
Deep DiveHow Nike and REI made experiential retail a strategy
The two retailers have drastically different approaches to experiences, but both prompt the industry to invest in loyal customers and push boundaries in stores.
By Cara Salpini • Sept. 4, 2018 -
Facebook compares video consumption habits across its services to help advertisers
In a blog post, the company offered suggestions on creating video campaigns tailored to specific audiences and their viewing habits.
By Erica Sweeney • Aug. 31, 2018 -
Column
Campaign Trail: Nike aces Serena Williams ad; Snickers' rap battle; Alexa belts 'Mamma Mia!'
The athletic apparel marketer stands by its "superhero" amid French Open controversy, while the candy maker trots out Elton John and Amazon's voice assistant gamifies Abba tunes.
By Peter Adams , Chantal Tode , Chris Kelly • Aug. 31, 2018 -
Getty
Hyundai links rivalry-focused NFL content series back to its website
Teasers for each episode of the three-part "Cover 2" will run during game broadcasts and direct viewers back to HyundaiUSA.com for the full show.
By Erica Sweeney • Aug. 31, 2018 -
Wikimedia
Dunkin' Donuts adds voice-enabled orders with Alexa skill
Members of the marketer's DD Perks Rewards program can ask for drinks and food, including from their saved "favorites" on the Dunkin' Mobile App.
By Robert Williams • Aug. 30, 2018 -
KFC will pay parents to name their baby Harland, after its founder
A new contest puts $11,000 toward the college fund of the first baby born on Sept. 9 that's named after the Colonel.
By Erica Sweeney • Aug. 30, 2018 -
Busch
Busch rides return of a fall favorite with its own latte-themed campaign
Billboards and a line of themed #BuschLatte merchandise play off of Starbucks' early release of the Pumpkin Spice Latte.
By Erica Sweeney • Aug. 30, 2018 -
Landmrk
Ariana Grande sweetens album release with mixed-reality experience
The U.K. promotion for the pop star's new record lets fans win prizes like concert tickets and combines virtual and real-world billboards.
By Erica Sweeney • Aug. 30, 2018 -
HP exposes bias around the 'all-American family' with social experiment
The brand mixed up members of 13 diverse families and asked other people to reassemble them. No one did it correctly.
By Erica Sweeney • Aug. 29, 2018
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