Creative: Page 17

  • Pop-Tarts edible mascot stands atop a giant toaster at a college football game
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    Dec 28, 2023; Orlando, FL, USA; Pop Tart mascot signals the end of the celebration after the game at Camping World Stadium. Mandatory Credit: Jeremy Reper-USA TODAY Sports

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    Column

    Campaign Trail: Pop-Tarts’ edible mascot made ‘ultimate sacrifice’ to win bowl season

    The Kellanova brand dominated social media with a game-day activation that embraced dark, weird humor.

    By • Jan. 5, 2024
  • Imagery for Tinder's expanded "It Starts with a Swipe" global brand platform ahead of Dating Sunday shows a couple dancing together in the aisle of a grocery store.
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    Courtesy of Tinder
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    Tinder expands global brand platform ahead of Dating Sunday

    The expanded “It Starts With A Swipe” creative comes ahead of online dating’s busiest day of the year and was developed with Gen Z in mind.

    By Aaron Baar • Jan. 4, 2024
  • A person pulls items out of one paper shopping bag with handles that is on a table next to four similar bags. Explore the Trendline➔
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    FreshSplash via Getty Images
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    Trendline

    Retail Marketing

    Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z. 

    By Marketing Dive staff
  • Megan Thee Stallion floats in a cloud of purple above gym equipment in a Planet Fitness.
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    Courtesy of Planet Fitness
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    Planet Fitness busts gym barriers with help from Megan Thee Stallion

    A new campaign elevates the rapper to the role of Mother Fitness and includes TV ads, an augmented reality filter and co-branded merchandise.

    By • Jan. 3, 2024
  • Intuit TurboTax
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    Courtesy of Intuit TurboTax
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    How TurboTax’s new campaign makes moves count on road to Super Bowl

    The effort includes marketing partnerships with Twitch and TikTok and will culminate with the brand’s 11th consecutive appearance in the big game.

    By Aaron Baar • Jan. 3, 2024
  • Mtn Dew Baja Blast products are promoted with a beach background
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    Permission granted by PepsiCo
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    Mtn Dew fan favorite Baja Blast sets Super Bowl debut for 20th anniversary

    The former Taco Bell exclusive will be made available at nationwide retail for a full year for the first time as part of the “Bajaversary” marketing blitz.  

    By • Jan. 2, 2024
  • A group of people gather in a living room with Coca-Cola products on a table
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    Courtesy of The Coca-Cola Company
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    Why Coca-Cola turned to ‘The Bear’ to bring together its family of brands

    “New Guy” developed out of conversations with Majority, a diversity-focused creative agency that is part of the marketer's OpenX arrangement with WPP.

    By • Jan. 2, 2024
  • Geico's Caveman character
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    Courtesy of Geico
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    Geico thaws Caveman on road to the Super Bowl

    A new spot from The Martin Agency sees the iconic brand character wake up from a nightmare about the “so easy, a caveman can do it” tagline.

    By • Dec. 22, 2023
  • NBCU NFL on Peacock logo
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    Courtesy of NBCUniversal
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    Peacock’s first exclusive NFL game will go commercial-free for a quarter

    Instead of conventional ad breaks, sponsors Capital One, Hyundai and Walmart will run custom content, cutting the broadcast’s ad load by 40%. 

    By • Dec. 21, 2023
  • Workers in a collaborative conference room.
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    filadendron via Getty Images
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    In-house agency sophistication rises, output improves: survey

    Among the two-thirds of brands now running in-house shops, 33% reported “complete satisfaction,” a significant jump from 2020’s findings.

    By • Dec. 21, 2023
  • a Burger King burger and a person's face being scanned by facial recognition tech
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    Retrieved from Burger King Brazil on December 21, 2023
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    Burger King turns hangovers into discounts with facial recognition

    In the tradition of its “Whopper Detour” and “Burn that Ad” campaigns, the chain’s latest stunt uses mobile technology to drive engagement.

    By • Dec. 21, 2023
  • Director Dave Laden watching a video monitor
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    Courtesy of Mondelez International
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    Oreo sets Super Bowl return a decade after watershed Twitter play

    The Mondelez cookie brand’s speedy response to a power outage in 2013 is enshrined as one of the great big game marketing moments.

    By • Dec. 20, 2023
  • Three images side by side, an image of hands with rings weaving, bottles of Zacapa and someone holding a glass of rum.
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    Courtesy of Diageo
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    Zacapa rum highlights female empowerment in 1st global campaign

    “Lips to Soul” will be supported by out-of-home activations, primarily Facebook and Instagram paid social media advertising, events and TV in select markets.

    By • Dec. 20, 2023
  • Target content on the Las Vegas Sphere
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    Courtesy of Target
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    Target brings dog mascot Bullseye to Las Vegas Sphere for holiday blitz

    The largest version of the Bull Terrier character yet is joined by an 11-story gingerbread Target for the snowglobe-inspired takeover.

    By • Dec. 19, 2023
  • NBA stars Nikola Jokić and Peyton Watson are pictured walking together
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    Courtesy of Expedia
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    Hotels.com recruits NBA stars to promote mobile app, loyalty program

    A new “Hotel like a Pro” campaign highlights Nikola Jokić and Jimmy Butler’s “hotel hacks” and includes an integration with the NBA2K video game.

    By • Dec. 19, 2023
  • The welcome screen for OpenAI's ChatGPT app is displayed on a laptop screen
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    Leon Neal via Getty Images
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    Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns

    One-fifth of brands will lean into being AI-free as a point of differentiation, a trend that contrasts with CMOs’ growing investments in the tech field.  

    By • Dec. 18, 2023
  • A young girl in football gear
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    Courtesy of Dove
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    Dove returns to Super Bowl for 1st time in 18 years

    The 30-second spot follows a previously announced partnership with Nike around coaching tools that build body confidence in girls.

    By • Dec. 18, 2023
  • Elf on Roblox via Warner Bros
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    Courtesy of Fairview Portals
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    Warner Bros. marks 20 years of ‘Elf’ with Roblox experience

    Made with Fairview Portals and Supersocial, the experience invites players into Santa’s workshop and features several nods to the iconic holiday film.

    By • Dec. 18, 2023
  • Trivago brand refresh materials on mobile devices
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    Courtesy of Trivago
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    Trivago introduces brand refresh with ads localized with help from AI

    The company enlisted agency DesignStudio for the overhaul, with a focus on its metasearch capabilities and an unfussy, upbeat demeanor.

    By • Dec. 15, 2023
  • A spokesperson with a gingerbread person and a Snyder's pretzel cabin
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    Courtesy of Campbell Soup Company
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    Column

    Campaign Trail: Snyder’s pretzels save gingerbread people from houses made of themselves

    The effort includes a PSA-style spot for YouTube and social video that riffs on a macabre observation about a longstanding holiday tradition.

    By • Dec. 15, 2023
  • An image promoting Zynga's mobile gaming tie-up with Warner Bros. Pictures around the "Wonka" film.
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    Courtesy of Warner Bros. Pictures
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    Warner Bros. levels up ‘Wonka’ with Zynga mobile gaming play

    Integrations with four of the game publisher’s titles, including Words With Friends 2, tout in-game challenges and film content.

    By Aaron Baar • Dec. 14, 2023
  • The Doritos x Empirical nacho cheese spirit bottle paired next to a glass with a Dorito chip garnish
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    Permission granted by PepsiCo Design & Innovation
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    Doritos looks to disrupt spirits category with nacho cheese-flavored drink

    Working with spirits marketer Empirical, the Frito-Lay brand was able to distill the taste and smell of one of its most popular snack products.

    By • Dec. 14, 2023
  • M&M's spokecandies on a football field
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    Courtesy of Mars, Incorporated
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    M&M’s returns to Super Bowl after controversy-courting stunt

    The Mars brand leans into purpose after its spokescandies took an “indefinite pause” before its last Super Bowl spot, causing confusion.

    By • Dec. 14, 2023
  • a MoonPie OOH advertisement near a sign for Roswell, NM
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    Courtesy of MoonPie
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    Forget Gen Z: MoonPie targets extraterrestrials in need of a treat

    Following July’s congressional hearings on UAPs, the snack brand and AOR Tombras devised outdoor ads that allegedly can only be read by aliens.

    By • Dec. 13, 2023
  • Frito-Lay My Joy campaign still
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    Courtesy of Frito-Lay
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    Frito-Lay reaffirms commitment to diverse creators with new campaign

    Created with Michael B. Jordan’s agency Obsidianworks, “My Joy” highlights rising creators and will run on platforms including Meta and YouTube.

    By • Dec. 12, 2023
  • Oscar Mayer and Mint Mobile's campaign imagery for the "Side of Bacon" campaign.
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    Courtesy of Oscar Mayer
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    Oscar Mayer, Mint Mobile dole out free bacon for national campaign

    “A Side of Bacon” will offer free bacon to consumers who purchase a three-month wireless plan and also includes tie-ups with businesses nationwide.

    By • Dec. 12, 2023