Creative: Page 4
-
Laurence Dutton via Getty Images
Deep DiveHow generative AI’s role will evolve in 2025 as marketers probe its utility
The fast emergence of disruptors like DeepSeek could cater to marketers’ desire for tech that produces concrete outcomes at lower costs.
By Peter Adams • Jan. 29, 2025 -
Courtesy of E.l.f. Cosmetics
How E.l.f. balances entertainment, purpose to tap into a TikTok trend
In the brand’s third collaboration with Meghan Trainor, the pop star appears as an airplane captain to showcase soft matte makeup products.
By Chris Kelly • Jan. 28, 2025 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Courtesy of The J.M. Smucker Co.
Q&AJ.M. Smucker’s CMO on how brands must face the challenges of 2025
Gail Hollander discusses the convergence of brand building and pop culture and how marketers should think about retail media, AI and other emerging tech.
By Chris Kelly • Jan. 27, 2025 -
Courtesy of Dove
ColumnCampaign Trail: Dove’s iconic Beauty Bar is a canvas for celebration
Ogilvy’s “Unready for Anything” campaign for the Unilever brand flips the “get ready with me” trend on its head.
By Chris Kelly • Jan. 24, 2025 -
Courtesy of Kind
Kind embraces Gen Z trend bed rotting in new campaign
One of Dictionary.com’s 2024 new words, bed rotting — laying in bed during the day — has been embraced by younger consumers as a form of self-care.
By Sara Karlovitch • Jan. 24, 2025 -
Permission granted by PepsiCo Foods US
Cheetos continues to embrace ‘Other Hand’ imperfection with custom font
The design described as “hilariously bad” is available via web download and a Chrome plug-in and will appear on special bags of the snack.
By Peter Adams • Jan. 23, 2025 -
Courtesy of Dogfish Head
How Dogfish Head uses social-first marketing as craft beer tides change
The Boston Beer Company-owned brewery leaned into Quitter’s Day and doled out participation medals and beer money to launch a new light IPA.
By Chris Kelly • Jan. 23, 2025 -
Courtesy of McDonald's
McDonald’s amplifies mobile app with Pokémon Happy Meal
The burger chain is again wedding pop culture and nostalgia with a Happy Meal box inclusive of a Pokémon booster pack, poster and sticker sheet.
By Jessica Deyo • Jan. 22, 2025 -
Courtesy of Jim Beam
Jim Beam comforts grieving football fans with Keegan-Michael Key
Comedic skits running on the Suntory brand’s Instagram along with a 7 Stages of Defeat care package are meant to help keep spirits alive.
By Sara Karlovitch • Jan. 21, 2025 -
Courtesy of Coors Light
Coors Light preps case of the Mondays for day after the Super Bowl
The Molson Coors flagship continues to build buzz for its big game spot after misspelling “refreshment” as “refershment” in an ad stunt.
By Chris Kelly • Jan. 15, 2025 -
Courtesy of Choice Hotels International
Choice Hotels CMO talks travel ‘maximizing’ in new global ad campaign
Actor Keegan-Michael Key returns for this year’s marketing push, which aims to build brand loyalty, Noha Abdalla shares.
By Jenna Graber • Jan. 14, 2025 -
Courtesy of Rocket
How Rocket Companies’ rebrand sets the stage for a new Super Bowl approach
A new visual identity looks to position the company as the “most culturally significant and inclusive brand in America,” said CMO Jonathan Mildenhall.
By Chris Kelly • Jan. 14, 2025 -
Courtesy of American Eagle
How American Eagle’s CMO avoids AI’s ‘generic creative’ trap
At NRF’s Big Show, Craig Brommers addressed mounting production demands but said delegating more work to AI is a “scary” prospect.
By Peter Adams • Jan. 14, 2025 -
Permission granted by Walmart
How Walmart’s latest brand refresh reinforces bigger digital ambitions
The first such update since 2008 for the big-box store introduces more vibrant colors and promotes its spark logo as a stronger standalone brand asset.
By Peter Adams • Updated Jan. 13, 2025 -
Courtesy of Dollar Shave Club
ColumnCampaign Trail: Dollar Shave Club gets back to its disruptive roots
The direct-to-consumer trailblazer is updating its irreverent streak after a period at Unilever that “neutered” the brand’s edginess, per CEO Larry Bodner.
By Chris Kelly • Jan. 10, 2025 -
Courtesy of Hyundai Motor America
Hyundai shows how easy it is to ‘Add to Cart’ via Amazon Autos
A campaign spot takes place in a fulfillment center, showcasing what is typically ordered through Amazon before landing on a 2025 Hyundai Santa Fe.
By Aaron Baar • Jan. 9, 2025 -
Spencer Platt via Getty Images
Starbucks hands Anomaly US creative duties in blow to WPP: report
WPP, which only won the account in October, established a bespoke Team Starbucks unit to support the coffee chain’s turnaround plan.
By Peter Adams • Jan. 9, 2025 -
Courtesy of Procter & Gamble
Tide, Marvel Studios tackle ‘collateral stains’ with 5D film experience
Consumers who enter an Instagram sweepstakes will have the chance to attend a stain-filled early screening of “Captain America: Brave New World.”
By Jessica Deyo • Jan. 8, 2025 -
Courtesy of Mug Root Beer
Mug Root Beer tests fans’ DNA to see who’s ‘got that dawg’ in them
Available via TikTok Shop, the kits align with the PepsiCo brand’s rising status as an internet meme fixture and respond to fresh sales momentum.
By Peter Adams • Jan. 8, 2025 -
Courtesy of Spirit Airlines
Spirit Airlines lands new campaign boosting affordable luxury
The first effort under the “More Fly” platform promotes features like more elbow room and larger seats and comes as the brand navigates bankruptcy.
By Sara Karlovitch • Jan. 8, 2025 -
Courtesy of McDonald's
McDonald’s value menu launch gets inspirational boost from John Cena
The actor-wrestler appears in new ads that turn into a oddball spiel about the transformational power of the McValue platform.
By Peter Adams • Jan. 7, 2025 -
CreativaImages via Getty Images
Deep Dive10 marketing predictions for 2025 as new era of productivity dawns
With global ad spending set to surpass $1 trillion, marketers must navigate myriad challenges, including an uncertain regulatory landscape, with finesse.
By Peter Adams , Chris Kelly , Jessica Deyo , Sara Karlovitch • Jan. 7, 2025 -
Justin Sullivan via Getty Images
JCPenney hires agency Mischief, seeking bigger creative swings
Disruptor shop Mischief is tasked with developing a new creative platform and delivering bold marketing for the department store chain.
By Peter Adams • Jan. 6, 2025 -
Courtesy of Heineken
Heineken 0.0 looks to destigmatize abstaining from alcohol
“0.0 Reasons Needed” is built around company research indicating Gen Z consumers face the most stigma for choosing a nonalcoholic beverage.
By Sara Karlovitch • Jan. 6, 2025 -
Courtesy of Athletic Brewing
Inside Athletic Brewing’s marketing as reach expands for nonalcoholic beer
CMO Andrew Katz explains how a new multimillion-dollar campaign addresses the entrance of more "big guys" into the nonalcoholic category.
By Chris Kelly • Jan. 6, 2025
Previous
