Hard Mtn Dew will pay for your wedding — but only invite crashers

The hard soda brand will throw one couple an all-expenses-paid celebration in Knoxville, Tennessee, where the only people who can attend are strangers.

By Chris Kelly • Oct. 3, 2023

State Farm seizes on fan mania around Taylor Swift’s rumored relationship

Agency Maximum Effort paired brand mascot Jake from State Farm with Travis Kelce’s mom, generating online discussion around the Eagles game Sunday.

By Peter Adams • Oct. 3, 2023

Explore the Trendline➔

Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

Honda dreams of net zero emissions with first all-electric SUV campaign

The automaker is extending “Keep Dreaming” with activations at TwitchCon Las Vegas and interactive murals that use QR codes and 3D AR animation.

By Chris Kelly • Oct. 2, 2023

Campaign Trail: Hi-Chew imagines a fruit-full world with Gen Z in mind

Crafted with creative agency Gigasavvy, the cult-favorite candy brand's new spot asks young consumers to "Choose Different. Choose Fun."

By Chris Kelly • Sept. 29, 2023

Peet’s Coffee plans ‘Disloyalty Program’ for National Coffee Day

The coffee brewer on Sept. 29 will accept rewards points from rivals like Starbucks and Dunkin’ in an attempt to bolster its own loyalty program.

By Aaron Baar • Sept. 28, 2023

Lexus aims to reach ‘new modern family’ with TX crossover rollout

The Toyota-owned luxury automaker enlisted a trio of agency partners to craft ads targeted at a diverse range of consumers. 

By Peter Adams • Sept. 28, 2023

Ritz-Carlton artfully depicts guests’ self-enrichment journeys in brand refresh

Developed with longtime agency partner Team One, “Leave Better” pushes against hotel ad tropes and follows the chain’s wide-ranging digital overhaul.

By Peter Adams • Sept. 27, 2023

Blue Moon’s brand update boosts the craft beer’s mass appeal positioning

New packaging designed to better unify the line of beers will arrive in February and be featured in an expanded “Made Brighter” marketing campaign.

By Sara Karlovitch • Sept. 27, 2023

Grubhub expands Snoop Dogg-starring effort on tail of international success

Extending to the U.S., “Did Somebody Say” generated 4 million views in the first three days of its U.K. premiere.

By Sara Karlovitch • Sept. 26, 2023

Fruit of the Loom’s fruit mascots return to refresh brand’s TikTok strategy

The 172-year-old brand wants to develop a more meaningful connection with Gen Z, which came of age during the characters’ TV heyday.

By Peter Adams • Sept. 26, 2023

Mattel’s Hot Wheels ignites ‘challenger spirit’ with cinematic ad

A communications platform crafted with BBH USA markets the toy brand as more than fun and as a catalyst to help kids build resiliency.

By Chris Kelly • Sept. 25, 2023

Pinterest focuses on possibility in new global ad push

New spots focus on how consumers use the platform to achieve real-life goals as part of a campaign that includes a two-day pop-up in London.

By Sara Karlovitch • Sept. 25, 2023

Adidas puts fresh foot forward with global campaign honoring Trefoil icon

A new advertising effort and overhaul of the Trefoil’s visual scheme are meant to herald a “new era” for the embattled sportswear brand.

By Peter Adams • Sept. 21, 2023

Bacardí mixes up scares in new Halloween campaign

New spots nod to classic horror films such as “Poltergeist” and “The Shining” as part of a campaign that includes Spotify and Snapchat elements.

By Sara Karlovitch • Sept. 21, 2023

Green Giant taps Corn Kid’s enthusiasm for first national campaign in 7 years

Developed with agency GYK Antler, the B&G Foods label’s latest effort doubles down on its work with the viral internet sensation.

By Peter Adams • Sept. 20, 2023

Captain Morgan leads NFL fans on season-long scavenger hunt

The star-studded “Follow the Captain” effort has fans searching for QR codes in its advertisements over the course of the football season.

By Sara Karlovitch • Sept. 19, 2023

Frito-Lay enrolls Megan Thee Stallion at Flamin’ Hot University

A campaign around a fictitious university — “FU” for short — includes online courses, merch and scholarship funds.

By Chris Kelly • Sept. 19, 2023

Ikea streamlines global brand marketing under IPG’s McCann

The Swedish retailer wants to develop a more consistent voice, with new creative expected in spring 2024.

By Peter Adams • Sept. 18, 2023

Peet’s Coffee brews large integrated campaign with Mischief

By teaming up with the agency, the brand has an opportunity to carve out a niche among coffee drinkers amid marketing efforts from its competitors.

By Sara Karlovitch • Sept. 18, 2023

Airbnb’s marketing touts short-term rental benefits amid tighter local restrictions

As New York City tightens the belt on short-term rentals, the disruptor company’s global ad campaign touts its benefits over conventional hotels.

By Aaron Baar • Sept. 18, 2023

Walmart Connect bows Sponsored Video ads to drive holiday inspiration

The format is aimed at driving awareness, consideration and conversions as customers ramp up gift searches for the season.

By Peter Adams • Sept. 15, 2023

Campaign Trail: Samsung unleashes interns on a tablet in metatextual ad

Instead of the usual spec-focused spot, BBH USA parodied the creative process to promote the ​​Galaxy Tab S9 Series.

By Chris Kelly • Sept. 15, 2023

American Eagle bets on QR codes for OMJeans NYC takeover

A two-day pop-up event builds on the retailer’s back-to-school campaign aimed at connecting more authentically with Gen Z.

By Jessica Hammers • Sept. 14, 2023

Vitaminwater sets up shop on Fortnite to promote zero-sugar products

The Coca-Cola brand’s Fortnite island raises awareness of its zero-sugar products through a virtual fashion contest. 

By Sara Karlovitch • Sept. 14, 2023

How Champion shifted its brand name from a noun to a verb with new campaign

The brand’s President of Global Activewear Vanessa LeFebvre explained the approach behind the purpose-driven “Champion What Moves You.”

By Chris Kelly • Sept. 13, 2023