Campaign Trail: Rebooted Cheerios spot points to influencers' marketing power

After more than 20 years, the sentimental video of a grandma and baby has reemerged thanks to a viral TikTok clip by Cori Spruiell, who has over 200,000 followers on the app.

By Natalie Black (Koltun) • Dec. 18, 2020

Why Kraft Heinz leaders say their new strategy will drive growth beyond the pandemic

The CPG giant is upping its marketing spend 30% as it seeks to understand how consumers connect to its brands.

By Megan Poinski • Dec. 17, 2020

Explore the Trendline➔

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 teams with Fox on game show inspired by Wild Cherry flavor

With "Cherries Wild," the soft-drink maker is targeting younger consumers via a branded integration.

By Robert Williams • Dec. 17, 2020

Tracking every ad buy for Super Bowl LV

Here are all the spots that ran during the big game, including Bruce Springsteen's ad debut for Jeep and Cadillac's "Edward Scissorhands" revival.

By Nami Sumida • Updated Feb. 8, 2021

Velveeta gives Miami Dolphins fans prime stadium seating with queso-themed couch

The Kraft Heinz brand's socially distanced Quesofa is the latest activation to try and accommodate fans whose in-person attendance options remain limited.

By Peter Adams • Dec. 15, 2020

McDonald's celebrates 'Golden M' hairdo with virtual barbershop

In Sweden, the chain linked an iconic 1990s haircut with its Golden Arches logo and sold out of virtual hairdressing appointments in two hours.

By Chris Kelly • Dec. 15, 2020

Microsoft, Warner Bros. court 'Space Jam' game designers with online contest

To get teens interested in coding, the brands are promising two winners the chance to see their ideas brought to life in a video game inspired by the sequel starring LeBron James.

By Robert Williams • Dec. 15, 2020

Pepsi taps Desus and Mero for holiday push supporting New York City bodegas

The Bodega Boys hosts bring levity to a regional marketing effort that still recognizes the personal and economic loss impacting the city at the end of a brutal year.

By Peter Adams • Updated Dec. 11, 2020

Mtn Dew, Papa John's power up gaming fans with controller that can order pizza

The connected hardware was introduced during a livestream pitting the NBA's Jamal Murray against online celebrity Dr DisRespect.

By Robert Williams • Dec. 11, 2020

Ben & Jerry's debuts ice cream flavor honoring Colin Kaepernick

Change the Whirled's theme aligns with the brand's history of activism and amplifies Kaepernick's stances around divisive issues like defunding the police.

By Robert Williams • Dec. 11, 2020

American Standard wants people to flush 2020 away with toilet paper giveaway

A survey commissioned by the fixtures maker found — along with COVID-19 — consumers want to leave behind the expression "new normal," "virtual everything" and canceled vacations.

By Robert Williams • Dec. 10, 2020

Coors Light builds a 'Beerman' who's ready to chill during the holidays

The disheveled snowman, who performs a rendition of Boston's "More Than a Feeling" in an ad, is the "holiday hero we need in 2020," the brand claims.

By Robert Williams • Dec. 10, 2020

Cheez-It recreates college football experience with animatronic cheese wheels

Custom avatars have the chance to appear as a "Wheel Live Fan" in the end zones during the Kellogg brand's namesake bowl game.

By Peter Adams • Dec. 9, 2020

Haribo makes adults sound like kids with Instagram AR lens

As consumers increase their candy purchases during the holiday season, the brand is giving Instagram users a chance to win a year's supply of free sweets.

By Robert Williams • Dec. 9, 2020

Stella Artois lifts curtain on private Broadway performance contest

Fans can win a livestreamed performance of songs from the musical "Jagged Little Pill" as the pandemic keeps New York City's theaters closed.

By Robert Williams • Dec. 9, 2020

Unilever scoops up 'Office' star Angela Kinsey to swap bad gifts for ice cream deliveries

An online "Ice Cream Exchange" doles out deals for brands including Talenti and Magnum through popular delivery apps and retailers.

By Chris Kelly • Dec. 9, 2020

The Marketing Dive Awards for 2020

From Chipotle to Procter & Gamble, these are the companies and executives that epitomized leadership in crisis this year.

By Marketing Dive Team • Dec. 9, 2020

Mobile Marketer of the Year: Chipotle

The QSR could exceed $2.5 billion in digital sales this year, largely on the strength of mobile marketing initiatives it began before the pandemic.

By Chris Kelly • Dec. 9, 2020

Marketer of the Year: Unilever

Amid historic challenges, the marketer of brands like Dove and Ben & Jerry's continually met the moment with resonant messaging while advancing its business in critical areas like e-commerce.

By Peter Adams • Dec. 9, 2020

Activist Brand of the Year: Ben & Jerry's

As others scrambled to respond to the movement for racial justice, the Unilever ice cream brand built on years of advocacy to go above and beyond.

By Chris Kelly • Dec. 9, 2020

Campaign of the Year: Procter & Gamble's 'The Choice'

A sparse ad directly addressing systemic racism punctuated the CPG marketer's history of purpose-driven initiatives.

By Natalie Black (Koltun) • Dec. 9, 2020

Executive of the Year: Marisa Thalberg, Lowe's

Stepping up as CMO of Lowe's in February, Thalberg has not only shepherded the retailer through an unprecedented crisis, but also broadened the brand's ambitions despite pandemic hurdles.

By Peter Adams • Dec. 9, 2020

Ikea halts production of catalog after 70 years

The move is part of an ongoing effort from the Swedish furniture retailer to focus on its digital channels.

By Caroline Jansen • Dec. 8, 2020

Planters mascot reaches middle age amid e-commerce push

The Kraft Heinz brand has almost come full circle with the evolution of its mascot, which was relaunched as Baby Nut in the lead-up to the Super Bowl.

By Robert Williams • Dec. 8, 2020

Bubly uplifts LBGTQ+ elders with drag performances, original song

Extending LGBTQ-focused efforts beyond Pride Month may help the PepsiCo sparkling water brand avoid claims of pinkwashing.

By Chris Kelly • Dec. 8, 2020