Creative: Page 46
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Courtesy of PepsiCo
Pepsi steps away from Super Bowl Halftime Show amid strategic pivot
While it’s not re-upping ownership over the event, PepsiCo is extending a larger deal with the NFL to launch a new Gatorade product later in 2022.
By Peter Adams • May 25, 2022 -
Photo Illustration: Shaun Lucas/Industry Dive; Getty Images
Deep DiveHow Miller Lite and Bud Light's epic clash shook the marketing world
It’s a feud as old as light beer itself, filled with lawsuits and smear campaigns. However, waning interest in beer has heightened the stakes for both brands.
By Sara Karlovitch • May 24, 2022 -
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 Molson Coors
Keystone Light decks out fans in camo to connect with rural customers
The summer campaign includes fresh creative and a line of clothing to integrate the brand in the communities that make up a majority of its buyers.
By Sara Karlovitch • May 20, 2022 -
Courtesy of Pizza Hut
Pizza Hut, Jimmy John's tie first metaverse experiments to real-world rewards
The sandwich chain teamed with agency Anomaly to create a restaurant in Decentraland where users can build a custom “Metasandwich.”
By Peter Adams • May 20, 2022 -
Courtesy of Nutrabolt
ColumnCampaign Trail: C4 Energy taps into Kevin Hart's versatility
The multihyphenate star's ability to multitask is central to a campaign that fully aligns a celebrity ambassador, brand proposition and creative approach.
By Chris Kelly • May 20, 2022 -
Courtesy of PepsiCo Beverages North America
Pepsi spins cola-infused pepperoni pizza in latest 'Better with Pepsi' push
Building on a messaging platform from last year, the soda giant will dish out free slices of Pepsi-Roni Pizza on Friday and a fresh ad campaign this summer.
By Natalie Black (Koltun) • May 19, 2022 -
Courtesy of Kellogg Company
Cheez-It taps Pandora to produce 'sonically-aged' cheddar crackers
Drawing on an obscure study that suggests sound can strengthen the taste and smell of cheese, the brand developed a product that embraces hip-hop culture.
By Peter Adams • May 17, 2022 -
Photo Illustration: Shaun Lucas/Industry Dive; Getty Images
Deep DiveBurger wars: How Burger King's rivalry with McDonald's reverberates through adland
Despite McDonald's boasting twice as many restaurants, five times the ad budget and 10 times the revenue, Burger King's marketing innovations have had lasting impact.
By Chris Kelly • May 17, 2022 -
Courtesy of Anheuser-Busch
Budweiser provides Twitch streamers with free tunes
The new Royalty Free Bot, which will be hosted on Discord, provides music from BudxRecord’s lineup that streamers can use in their videos.
By Sara Karlovitch • May 16, 2022 -
Retrieved from Domino's Pizza, Inc. on May 16, 2022
Domino's grants 'Stranger Things' fans 'mind-ordering' powers through new app
An immersive mobile experience tied to the Netflix show’s return uses facial recognition and eye-tracking technology to help users order pizza.
By Peter Adams • Updated May 17, 2022 -
iStock/SamuelBrownNG
Sponsored by CventTips for ticketing and pricing your virtual, hybrid and in-person events
Understand the benefits and limitations of virtual, hybrid and in-person events while learning how to structure tickets and prices to deliver the value that attendees and sponsors want.
May 16, 2022 -
Courtesy of Mondelez
Oreo turns cookie packs into canvases for expressing LGBT support
The brand’s first Pride-themed retail packs arrive as the anti-LGBT movement sees renewed energy through legislation like a Florida law dubbed the “Don’t Say Gay” bill.
By Peter Adams • May 12, 2022 -
Courtesy of Doritos
Doritos hosts virtual concert from the Upside Down for 'Stranger Things'
Fans can secure tickets to the event featuring ‘80s acts like the The Go-Go’s, Soft Cell and Corey Hart through specially marked packaging and a website.
By Peter Adams • May 10, 2022 -
Photo Illustration: Shaun Lucas/Industry Dive; Getty Images
Deep DiveSneaker supremacy: Nike and Adidas battle for brand love
Duking it out over six decades, the athletic wear companies influenced sports marketing and culture like few others. Who dominates in the stretch ahead may hinge on innovation and acting on pledges.
By Natalie Black (Koltun) • May 10, 2022 -
Courtesy of Peloton
Peloton races to revitalize brand with help from star instructors
A refresh campaign places the fitness company’s talent in cinematic scenarios, while Wall Street remains unimpressed by larger turnaround efforts.
By Peter Adams • May 9, 2022 -
Courtesy of The Absolut Company
ColumnCampaign Trail: Malibu drinkers can 'do whatever tastes good' in a hyperreal world
The Pernod Ricard brand teamed with Wieden+Kennedy for a neon-drenched spot that looks to make the summer mindset permanent.
By Chris Kelly • May 6, 2022 -
Courtesy of Heineken
Heineken raises a glass to female soccer fans in new campaign
To help correct gender bias evident in inaccurate stats online, the brand will buy AdWords around popular football questions and provide accurate info.
By Sara Karlovitch • May 5, 2022 -
Courtesy of Adidas Originals
WPP partners with Epic Games to boost metaverse offering
A training program seeks to upskill agency talent on how to better create brand experiences in Fortnite and with Unreal Engine.
By Chris Kelly • May 5, 2022 -
Photo Illustration: Shaun Lucas/Industry Dive; Getty Images
Deep DiveHow Coke and Pepsi's rivalry shaped marketing — and where it goes next
As the most enduring consumer brand rivalry enters a new phase in the metaverse, tall orders around sustainability may demand cooperation over competition.
By Peter Adams • May 3, 2022 -
Courtesy of H&M
H&M hands mic to Pete Davidson in ads courting male shoppers
The comedian known for his "scumbro" style stars in an effort that isn't tied to a specific collection, but aims to grow H&M's overall market share with men.
By Peter Adams • May 2, 2022 -
Courtesy of Sweetgreen
Sweetgreen's ambassador team adds NBA's Devin Booker with TikTok-inspired spot
A celebrity-backed "Create Your Own" campaign looks to boost the chain's digital orders, which made up 65% of sales last quarter.
By Chris Kelly • May 2, 2022 -
Courtesy of Molson Coors
Topo Chico Hard Seltzer wants consumers to ditch Cinco De Mayo frills
A fresh video ad and pop-up shop promote the brand’s new margarita-flavored seltzer ahead of the holiday.
By Sara Karlovitch • April 29, 2022 -
Thai Phi Le/Marketing Dive
Budweiser seeks millennial attention with new creator-focused campaign
As the brewer seeks to gain younger drinkers, it enlists the help of Grammy award-winning rapper Anderson.Paak.
By Sara Karlovitch • April 28, 2022 -
Courtesy of Kentucky Fried Chicken
KFC preps chicken bouquets alongside new 'Finger Lickin' Good' creative
Eyeing younger audiences, the Mother's Day promotion follows its first campaign under new AOR MullenLowe.
By Chris Kelly • April 27, 2022 -
Courtesy of Taco Bell
Taco Bell takes drag brunch on tour at Cantina locations
The experiential concept came from Live Más Pride, an LGBT employee resource group, and caters to the brand's most loyal rewards members.
By Peter Adams • April 25, 2022
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