Campaign Trail: Hellmann’s turns NFL star’s mayo love into fragrance

Will Levis, who went viral for putting the condiment into coffee, is the name and face of the world’s first “parfum de mayonnaise” in an effort by Edelman.

By Chris Kelly • Sept. 6, 2024

‘The year of implementation’: How marketers are leveraging AI on mobile

While AI has its place in the realms of social media, mobile commerce, apps and more, a sea of questions remains around regulation and brand safety.

By Jessica Deyo • Sept. 5, 2024

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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

Pepsi kicks off epic, star-studded NFL campaign inspired by ‘Gladiator II’

Along with a colosseum-set ad featuring Travis Kelce and Megan Thee Stallion, the effort includes a selfie generator, AR-powered cans and more.

By Chris Kelly • Sept. 5, 2024

Inside Tostitos’ biggest NFL campaign to date, starring Patriots royalty

A more ambitious standalone campaign aims to shore up the brand’s position as Official Chip and Dip of the NFL with help from a famous trio. 

By Peter Adams • Sept. 5, 2024

Why Nationwide tapped Peyton Manning to sell more than insurance in new ads

Ogilvy, which created the iconic “Nationwide is on your side” slogan and jingle in the ‘60s, is behind new work that leverages Nationwide’s NFL partnership.

By Chris Kelly • Sept. 5, 2024

Gatorade scores a touchdown with inclusive football campaign

The PepsiCo brand extends its “Is It In You?” platform with an effort that focuses on equity and inclusion in the changing sport.

By Sara Karlovitch • Sept. 4, 2024

E.l.f. Cosmetics bows entertainment brand with original album release

The album is the first product to come from the cosmetic marketer’s new entertainment arm and was developed with agency Madwell.

By Peter Adams • Sept. 4, 2024

Olipop takes aim at Mountain Dew with new flavor, ‘A Can of Do’ ads

The better-for-you soda’s campaign includes spots that position the new Ridge Rush flavor as the perfect beverage to beat an afternoon slump.

By Aaron Baar • Sept. 4, 2024

‘Maybe It’s Maybelline’ returns, reworked for TikTok era of beauty marketing

The cosmetics brand is promoting the revamped jingle with a team of influencers and heavy play on the video-sharing app favored by Gen Z.

By Peter Adams • Sept. 3, 2024

Applebee’s CMO on how brand’s NFL sponsorship feeds its new campaign

Grey developed ads and a content series that could help the casual dining chain leverage its role as the official grill and bar of the NFL.

By Chris Kelly • Sept. 3, 2024

How Barbie is giving fresh energy to its tagline and catching WNBA fever

The Mattel brand’s Senior Vice President Krista Berger explained how a new “Give Limitless Possibilities” campaign is helping Barbie connect to its purpose.

By Jessica Deyo • Aug. 30, 2024

Heinz double dips on ‘Irrational Love’ as masterbrand platform boosts performance

The campaign, which has helped drive sales and awareness, is supported by paid social across platforms including TikTok, YouTube and Snapchat.

By Peter Adams • Aug. 30, 2024

Mountain Dew claims its own time zone with geofenced offer, TikTok push

A TikTok sweepstakes coined “Mountain Dew Hauls” will reimburse five winners’ moving fees to relocate to the Mountain time zone.

By Aaron Baar • Aug. 29, 2024

KFC names new US CMO to bolster turnaround efforts

Catherine Tan-Gillespie, a company veteran, will hold dual roles related to marketing and development as KFC tries to break out of a slump.

By Peter Adams • Aug. 29, 2024

Dove, Venus Williams support teen girls in sports with tennis-inspired soap

The limited-edition Beauty Bar can be obtained via a giveaway and is being supported by partnerships with Black Girls Tennis Club and Bras for Girls.

By Sara Karlovitch • Aug. 29, 2024

Chili’s CMO on brand’s winning value message and evolving data strategy

Swipes at fast food competitors over rising prices, including through a retro video game, helped boost Chili’s same-stores sales by 14%. 

By Peter Adams • Aug. 29, 2024

Hyundai’s former CMO Zepeda departs following internal reorganization

Angela Zepeda recently saw her role shifted from CMO to chief creative officer, with performance marketing moving under a separate division.

By Peter Adams • Aug. 28, 2024

State Farm bundles football and fútbol for latest NFL-timed campaign

The insurer is promoting its services with a series of ads that feature talent like “Ted Lasso” star Cristo Fernández and Kansas City Chiefs’ Patrick Mahomes.

By Aaron Baar • Aug. 28, 2024

Calvin Klein debuts 2nd campaign featuring Jeremy Allen White

“The Bear” star’s previous marketing push for the PVH-owned brand generated $74 million in media impressions and led to a jump in underwear sales.

By Laurel Deppen • Aug. 27, 2024

Buffalo Wild Wings brings Jason Kelce back to football in new ads

The former Eagles center pals around with the brand’s CGI buffalo mascot in an effort that leans into Kelce’s recent retirement and famous brother. 

By Peter Adams • Aug. 27, 2024

General Mills teams with Kelce brothers for Cereal Training Camp

The tie-up will be promoted via TV and online ads and includes a new cereal that mixes Cinnamon Toast Crunch, Lucky Charms and Reece’s Puffs.

By Jessica Deyo • Aug. 26, 2024

Heydude taps Sydney Sweeney for campaign emphasizing comfort

The shoe brand made a long-term, global partnership with the Gen Z star who will help “enlighten the masses on what it means to be a dude.”

By Daphne Howland • Aug. 26, 2024

Celsius centers campaign on college football to further Gen Z marketing

The energy drink’s expanded NIL roster of Heisman hopefuls will feature in a campaign including TV spots, social content and activations across channels.

By Chris Kelly • Aug. 26, 2024

CarMax depicts car-buying nightmare in new ‘Beetlejuice’ ads

The used car retailer’s latest campaign guides consumers through a spooky BeetleMax dealership and spans TV, online video and social media.

By Jessica Deyo • Aug. 26, 2024

Coke Zero Sugar leans into gaming to reach Gen Z college football fans

The better-for-you soft drink serves as the exclusive CPG sponsor of EA Sports College Football 25 and will tour 14 campuses.

By Peter Adams • Aug. 23, 2024