Creative: Page 56
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Courtesy of Old Spice
Deep DiveWhy brands like Neutrogena and Old Spice are rushing to build internal content studios
While people seek ad-free platforms like streaming services, brands angle to meet the appetite for programming — but they must avoid navel-gazing.
By Peter Adams • April 20, 2021 -
Courtesy of Volkswagen
How brands are fumbling sustainability — and how they can get it right
Some brands lean too heavily on marketing to drive sustainability, while newer green brands can have more fun with messaging because of their more holistic approach.
By Chris Kelly • April 19, 2021 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z.
By Marketing Dive staff -
Opinion
What advertisers stepping into the gaming arena should know
The sub-segments within the gaming audience and the opportunities to reach them will continue to evolve, writes Merkle's Kimberly Dutcher.
By Kimberly Dutcher • April 19, 2021 -
Courtesy of Silk
Silk urges people to overcome climate worries on Earth Day
With 67% of U.S. consumers anxious about climate change, the Danone-owned brand of plant-based foods will offer virtual discussions with a counselor.
By Robert Williams • April 16, 2021 -
Courtesy of PepsiCo
PepsiCo's Lifewtr pushes for diversity in the arts with Issa Rae team-up
Along with a chance of mentorship from the "Insecure" boss, Life Unseen features a 20-person collective that will get their art featured on water bottles.
By Chris Kelly • April 15, 2021 -
Courtesy of P&G
P&G inks multiyear MLS sponsorship in quest to court multicultural consumers
As part of the deal, the CPG giant will work with local communities to open up youth access to soccer at the collegiate level and beyond.
By Peter Adams • April 14, 2021 -
Courtesy of Hornitos
Hornitos boosts underrepresented voices with short film program
The tequila brand teamed with the Black List to fund and mentor emerging filmmakers in an effort to enable diverse creatives.
By Chris Kelly • April 14, 2021 -
Bed Bath & Beyond released a video as part of its "Home, Happier" campaign that features real families. The image was retrieved from its video on April 12, 2021.
Bed Bath & Beyond keys into homes' evolving role with new positioning
"Home, Happier" lays the groundwork for a three-year transformation that aims to solidify the retailer's authority in the $180 billion home goods category.
By Natalie Black (Koltun) • April 13, 2021 -
Fotolia
OpinionAre in-house ad agencies choking the talent pipeline?
The advertising industry is experiencing a talent crisis of immense proportions that's likely to continue unless changes are made now, writes WorkReduce CEO Brian Dolan.
By Brian Dolan • April 12, 2021 -
10,000 Hours via Getty Images
Omnicom calls for Asian inclusivity with PSA contest
The "Three in Five" campaign urges the advertising industry to tell Asian stories amid a rise in anti-Asian hate and violence.
By Robert Williams • April 12, 2021 -
Lacoste and Polaroid released a video as part of the campaign that features dancers. The image was retrieved from this video on April 8, 2021.
ColumnCampaign Trail: Lacoste calls on Polaroid's rainbow aesthetic in spring collab
A stop-motion video elicits the feel of instant film and aims to stir energy and optimism in viewers through rekindling the spirit of the '60s and '70s.
By Natalie Black (Koltun) • April 9, 2021 -
Courtesy of P&G
How P&G and Lush pursue brand activism with authenticity
Supporting meaningful social change requires a thoughtful approach and corporate buy-in, executives said at the MMA Global's Impact conference.
By Chris Kelly • April 8, 2021 -
Courtesy of Bush's Beans
Bush's Beans remixes 'bean song' with Josh Groban ballad
Amid a wave of CPG rebrands, Bush's supports the national rollout of its new look, tagline and website with a full-length music video.
By Robert Williams • April 8, 2021 -
Courtesy of Molson Coors
Molson Coors puts giant QR codes on runners to push low-calorie beer
Consumers who got close enough to scan giant codes worn by pro runners received a rebate for a 12-pack of Coors Pure, its first organic brew.
By Peter Adams • April 7, 2021 -
Orbitz released a video as part of the campaign. The image was retrieved from its video on April 7, 2021.
Orbitz supports inclusive positioning with 'Travel As You Are' campaign
With a revamped hub for inclusive travel and a national campaign, Orbitz looks to reaffirm what it says is a commitment to LGBTQ travelers that dates back to the early 2000s.
By Robert Williams • April 7, 2021 -
Courtesy of Walmart
For Walmart, some pandemic-related marketing changes will endure longer than others
Executives speaking at the MMA's Impact conference talked up strong results for experiential activations on the same day the retailer announced hiring its first chief creative officer.
By Peter Adams • April 7, 2021 -
Courtesy of Impossible Foods
Impossible Foods eyes meat eaters in first national ad push
Produced by Wieden+Kennedy, the creative is reminiscent of burger chain ads and pitches the brand's food as "meat for meat lovers — made from plants."
By Chris Kelly • April 7, 2021 -
Courtesy of PepsiCo Beverages North America
Mountain Dew challenges NBA fans to best Zion Williamson with web-based mobile game
Zion Shoots. You Score. recognizes the boom in hypercasual gaming during the pandemic and is accessible via QR codes at select retail locations.
By Peter Adams • Updated April 5, 2021 -
Courtesy of The Clorox Company
Clorox taps Billy Porter for #YasClean song, challenge on TikTok
The "Pose" star flips the slang phrase "yas queen" as part of a hashtag challenge and home makeover sweepstakes.
By Chris Kelly • April 1, 2021 -
Courtesy of White Claw Hard Seltzer
White Claw, a brand built on social buzz, focuses on fans in first global campaign
Improvised moments animate the effort that looks to shore up White Claw's place at the top of an increasingly crowded hard seltzer category.
By Peter Adams • April 1, 2021 -
Retrieved from Tide on April 01, 2021
P&G's Tide enlists celebrity 'cold callers' for sustainability push
Ads show Ice-T and "Stone Cold" Steve Austin making unsolicited sales calls to other celebrities urging them to wash laundry in cold water with Tide.
By Robert Williams • April 1, 2021 -
Courtesy of Volkswagen
Volkswagen's rebranding hoax could undermine marketer's EV ambitions
The SEC has reportedly opened an inquiry into Volkswagen of America to investigate how the company's share price was affected by the stunt.
By Peter Adams • Updated May 3, 2021 -
Retrieved from Kraft Heinz on March 31, 2021
Kraft Mayo offers kits to help overcome 'mayophobia'
Each kit has a blindfold, a nose clip, a selection of mayo in different sizes and a marker to rename a jar of the condiment.
By Robert Williams • March 31, 2021 -
Courtesy of Volkswagen
Volkswagen's Voltswagen rebrand turns out to be elaborate April Fools' prank
"The renaming was designed to be an announcement in the spirit of April Fool's Day, highlighting the launch of the all-electric ID.4 SUV and signaling our commitment to bringing electric mobility to all," a company statement said.
By Peter Adams • Updated March 31, 2021 -
Courtesy of Budweiser
Budweiser pitches pop-up stadium experiences for MLB's Opening Day
With in-stadium attendance still limited by the pandemic, the beer brand is bringing hot dogs and more to fans throughout Chicago and New York.
By Robert Williams • March 30, 2021
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