Creative: Page 26

  • Waterloo Sparkling Water's Water Down Nothing campaign
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    Retrieved from Waterloo Sparkling Water on June 06, 2023
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    Column

    Campaign Trail: Waterloo Sparkling Water taps AI to bring brand to life

    Created with agency Agent A, an evolution of the “Water Down Nothing” campaign helped the challenger brand bring buzzy tech to a growing category.

    By • June 9, 2023
  • Ikea's 19-foot statue of its FRAKTA bag, which it connected to an augmented reality experience.
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    Permission granted by Ikea
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    Ikea plans 19-foot bag statue in New York tied to AR experience

    The behemoth replica of its blue Frakta bag will be embedded with QR codes that link to an AR experience to dole out exclusive offers. 

    By Aaron Baar • Updated June 12, 2023
  • 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
  • An image of Ariana Madix of "Vanderpump Rules" promoting BIC's EasyRinse razors for its "All Shave. No Clog." campaign.
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    Permission granted by BIC
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    Inside BIC’s sales-boosting social media play with ‘Vanderpump Rules’

    A witty collaboration with cast member Ariana Madix set the highest social media engagement for BIC’s razor division within the past two years.

    By • June 8, 2023
  • A series of headshots of Nike and Jordan Brand athletes.
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    Courtesy of Dick's Sporting Goods
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    Nike, Dick’s release largest joint ad campaign to date

    The two retailers have grown closer over the years, and connected their loyalty programs about a year and a half ago.

    By Cara Salpini • June 8, 2023
  • Coca-Cola
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    Courtesy of Coca-Cola
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    Coke links with League of Legends developer on latest flavor experiment

    A new Creations variant is meant to taste like experience points from the game and is complemented by custom missions and emotes. 

    By • June 7, 2023
  • Grimace Celebrating Birthday with McDonaldland Friends
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    Courtesy of McDonald's
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    McDonald’s brings back Grimace for birthday party nostalgia

    The chain says it's meeting fans at the "intersection of nostalgia and culture" with an 8-bit video game, Snapchat AR experience and Instagram tie-up.

    By • June 6, 2023
  • The letters AI on a digital block
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    BlackJack3D via Getty Images
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    Publicis plants flag with responsible AI by joining industry coalition

    C2PA, which includes Microsoft and Adobe in its ranks, seeks to develop new content verification standards while helping safeguard IP.

    By • June 5, 2023
  • A display case showcasing Zoa energy drinks.
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    Courtesy of Molson Coors
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    Energy Drink Zoa adopts gender-neutral identity for major refresh

    “Fuel Something Bigger” shifts the energy drink from the gym towards the everyday consumer and highlights the brand’s colorful new packaging.

    By • June 5, 2023
  • Music artist Rakim seen holding a can of Sprite as part of the soft-drink brand's summer campaign celebrating the 50th anniversary of hip-hop.
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    Permission granted by The Coca-Cola Company
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    Sprite remixes ‘Rapper’s Delight’ for summer-long hip-hop celebration

    The salute to hip-hop’s 50 years includes a new flavor, new packaging, a tie-up with Drake’s tour and an ad starring Latto, Nas, Rakim and GloRilla.

    By • June 5, 2023
  • Maybelline's first-ever CGI avatar, May, which the brand is launching alongside its Falsies Surreal Mascara.
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    Courtesy of Maybelline
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    Deep Dive

    How legacy beauty brands are aging down to reach Gen Z

    Ever-changing trends and flashy brands like E.l.f. Cosmetics are challenging giants like Estée Lauder and L'Oréal to draw from a new playbook.

    By • June 2, 2023
  • The Old Gays gear up for more cheers on new game show “No Straight Answers” presented by Visible Wireless.
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    Courtesy of Visible Wireless
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    Verizon-owned Visible launches Pride Month game show ‘No Straight Answers’

    The ‘70s-inspired game show will stream on TikTok, Instagram and YouTube and challenges two teams to games like “LGBTQ&A” and “Slang Slam.”

    By Aaron Baar • June 1, 2023
  • Christopher Briney, Gavin Casalegno and Lola Tung of Amazon Prime Video’s hit show "The Summer I Turned Pretty" for American Eagle.
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    Permission granted by American Eagle
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    Inside American Eagle’s tie-up with ‘The Summer I Turned Pretty’

    CMO Craig Brommers details why the retailer partnered with stars of the Prime Video series and how it’s experimenting with Reels and Lemon8.

    By • June 1, 2023
  • A collage of shots from Heinz new global brand platform celebrating stories of fan love.
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    Permission granted by The Kraft Heinz Company
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    Heinz honors ‘irrational’ fan love in first unified global brand platform

    Representing Kraft Heinz’s biggest media investment to date, the effort celebrates tales of brand passion, such as ketchup bottle tattoos. 

    By • June 1, 2023
  • T-Pain stands in front of a Wendy's
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    Courtesy of Wendy's
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    Wendy’s and T-Pain remix ‘Buy U A Drank’ for Frosty push

    "Buy U a Frosty" is available on the fast-food chain’s YouTube channel and will soon be available for consumers to duet on TikTok.

    By • June 1, 2023
  • Three bags of Frito-Lay products next to a FIFA World Cup trophy.
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    Courtesy of Frito-Lay North America
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    Frito-Lay makes largest-ever investment in women’s sports for World Cup

    As women’s sports continue to gain viewers, the snack marketer’s activations will span popular brands and include its Cracker Jill campaign.

    By • May 31, 2023
  • WPP shakes up creative process with new AI-powered content engine by Nvidia
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    Courtesy of WPP
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    WPP shakes up creative process with AI-powered content engine

    Supported by Nvidia, the new platform promises to generate large volumes of assets like images and videos while staying true to client goals. 

    By • May 30, 2023
  • Aubrey Plaza sits in a forest, holding a glass of a thick white drink with black speckles in her right hand. On her upper lip, she has a "milk mustache" from this beverage.
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    Courtesy of MilkPEP
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    Milk checkoff’s ‘Wood Milk’ campaign featuring Aubrey Plaza violates federal laws, health group says

    The Physicians Committee for Responsible Medicine filed a complaint with the USDA’s inspector general, claiming the website and videos with the “White Lotus” star disparages another product and was intended to influence policy.

    By Megan Poinski • May 30, 2023
  • A collage of headshots of executives from the Cashmere ad agency
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    Permission granted by Cashmere
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    How Cashmere’s blend of culture and data is winning clients

    Recent AOR appointments from Marriott Bonvoy and Dave & Buster’s demonstrate how the agency’s approach is resonating at a fraught time for brand messaging.

    By • Updated May 26, 2023
  • Don Julio Rosado
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    Permission granted by Don Julio
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    Column

    Campaign Trail: Don Julio’s fantastical disco day party introduces a new innovation

    The Diageo distiller created a vibrant, pink-hued world to position its new Rosado expression as the daytime counterpart to its popular 1942 product.

    By • May 26, 2023
  • A campaign image promoting a tie-up between Bacardi Rum and Stadium Goods
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    Courtesy of Bacardi Rum
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    Bacardi extends brand platform with custom Snap AR lens, sneaker NFTs

    A speakeasy pop-up event in New York and music festival experiences are also part of the brand’s latest iteration of its “Do What Moves You” platform.

    By • May 25, 2023
  • Smoothe King romance novel created by ChatGPT
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    Courtesy of Smoothie King
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    Smoothie King pens paperback romance novel with aid of ChatGPT

    The 250-page “A Summer Fling to the X-Treme” is laced with secret codes readers can crack for the chance to win a free smoothie via the brand’s app.

    By • May 25, 2023
  • McDonald's Little Mermaid Happy Meal
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    Courtesy of McDonald’s USA
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    McDonald’s spotlights Black Girls Surf to promote ‘Little Mermaid’ tie-up

    The fast food giant is doubling down on inclusivity around a film that has faced racist backlash, while the chain faces its own accusations of racial bias.

    By • May 24, 2023
  • View of a Walmart storefront
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    Justin Sullivan via Getty Images
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    Walmart Connect enlists creative partners to help brands craft better ads

    Companies including VidMob and The Mars Agency are allying with the retailer’s ad division amid a run of growth, with sales up 30% last quarter.

    By • May 24, 2023
  • Three phone screens showcasing Peloton Gym.
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    Courtesy of Peloton
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    Peloton’s latest brand revamp arrives as revenue drops 22%

    The refresh brings a free membership tier and a new in-app content feature, Peloton Gym, as the brand strives to be more accessible.

    By • May 24, 2023
  • The Google logo is displayed at Google headquarters
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    Justin Sullivan/Getty Images via Getty Images
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    Inside Google’s plans for improving paid search with generative AI

    More efficient ways to produce and edit assets and ensure responses are relevant to consumers were a focus of this year’s Google Marketing Live.

    By • May 23, 2023