Caution, connection and comfort: A 2020 holiday trifecta

As brands engage with consumers this year, it's imperative they find useful ways to foster connection, alleviate stress and enhance experiences, writes Connelly Partners' Hillary Williams.

By Hillary Williams • Dec. 8, 2020

KFC gets steamy with Lifetime movie starring Mario Lopez as Col. Sanders

"A Recipe For Seduction" ties to a promotion with Uber Eats, as the marketer looks to link an ambitious original content play with commerce.

By Peter Adams • Dec. 7, 2020

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Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z. 

By Marketing Dive staff

Bon Viv taps Priyanka Chopra Jonas for holiday kits of PJs, cocktails

As the pandemic continues, brands are releasing kits to comfort consumers sheltering at home.

By Tatiana Walk-Morris • Dec. 7, 2020

Babybel cheese unveils personalized onesies 9 months into pandemic

Anticipating a surge in births as the pandemic extends past the nine-month mark, the brand lets fans customize the logo with their baby's name.

By Aaron Baar • Dec. 7, 2020

Pandora's multichannel holiday push reaches across NBA and 'Elf'

Featuring musician Sia, the "Holiday Hits Different" campaign includes TV, out-of-home and digital ads.

By Robert Williams • Dec. 7, 2020

Heartfelt, wholesome emotions dominate 2020 holiday ads, study finds

Brands are ramping up familiar tones in their seasonal spots as they look to connect emotionally with consumers at the end of a tough year.

By Aaron Baar • Dec. 4, 2020

Campaign Trail: Pringles accentuates distinct design in celebratory holiday spots

Four 10-second videos put the brand's chips and iconic tubular packaging front and center, arriving as it refreshes its logo for the first time in 20 years.

By Natalie Black (Koltun) • Dec. 4, 2020

Campbell's Soup pushes to save snow days from virtual classes

The effort comes as some schools have deemed snow days unnecessary when kids are staying home and logging into virtual classes due to the pandemic.

By Robert Williams • Dec. 4, 2020

Pepsi releases spa kits to ease consumer stress at home

Other brands have tried to calm consumers during the COVID-19 pandemic and 2020 presidential election cycle.

By Tatiana Walk-Morris • Dec. 3, 2020

Oreo duets with Lady Gaga on feel-good 'Chromatica' tie-up

Pink-and-green cookies and a website that transforms users' messages into a shareable song are themed around the singer's latest album.

By Aaron Baar • Dec. 3, 2020

Mr. Pringle gets 'glow up' for snack brand's first packaging refresh in 20 years

Streamlined design and iconography for the crisp label come as parent company Kellogg looks to sustain pandemic-driven sales momentum.

By Peter Adams • Dec. 2, 2020

Coca-Cola salutes 'holiday heroes' with personalized soda bottles

With the pandemic upending traditions, a brand that's intertwined with the holidays is offering fans a way to acknowledge people who deserve thanks.

By Aaron Baar • Dec. 2, 2020

Lowe's helps NFL players bring Christmas spirit to their hometowns

Donations of pre-lit Christmas trees to those impacted by the pandemic as well as a social media tree lighting push reflect how the retailer continues to focus on local communities.

By Tatiana Walk-Morris • Dec. 1, 2020

Verizon's Visible eyes 'Schitt's Creek' star Dan Levy for ad campaign

Keying in on Levy's prominent eyebrows, the "Unlimited Eyebrowsing" effort highlights the "brow-sing" capabilities of the carrier's unlimited data plans.

By Robert Williams • Nov. 30, 2020

Kinder Joy's holiday campaign highlights family moments

The Ferrero brand joins other marketers in reinforcing the idea that the holidays this year can still be a special time despite some traditions being put on hold.

By Aaron Baar • Nov. 30, 2020

Heineken crafts bottles and cans into holiday gifts

With Pinterest and Tastemade, the cross-portfolio campaign reimagines Heineken, Dos Equis and Tecate through "holiday hack" videos.

By Aaron Baar • Nov. 25, 2020

Triscuit takes on food deserts with first purpose-driven campaign

"The Missing Ingredients Project" will grant $1 million to groups improving access to food, and arrives as parent company Mondelez debuts its new human-centric marketing strategy.

By Robert Williams • Nov. 25, 2020

Walmart illuminates holidays with drone light show

The retailer's latest experiential activation was crafted with the socially distanced, contactless needs of the pandemic era in mind.

By Aaron Baar • Nov. 24, 2020

Brands serve up sides of helpfulness for a topsy-turvy Thanksgiving

Meal insurance, baking fails and cooking tips command the marketing spotlight this year as homebound consumers are forced to improvise and experiment.

Nov. 24, 2020

Ferrero mocks lofty ad claims in fresh campaign for Crunch bars

The candy maker, which bought Nestlé's U.S. confectionery business in 2018, touts the benefits of "Crunching," a fictitious lifestyle trend.

By Robert Williams • Nov. 23, 2020

Hulu uses OOH holograms to bring 'Animaniacs' reboot to life

For the show's debut weekend, animated characters were projected atop taxis and rideshare vehicles at iconic locations in New York and Los Angeles.

By Aaron Baar • Nov. 23, 2020

Bacardi remixes 'Conga' with Meek Mill, Leslie Grace in UGC push

Its latest music-infused campaign will splice fan content into a music video for the Grammy Awards as the pandemic pauses traditional ad shoots.

By Tatiana Walk-Morris • Nov. 20, 2020

Miller Lite celebrates the end of office holiday parties with art installation

Citing research about office employees' feelings toward awkward work parties, the Molson Coors brand pushes the idea that less time at a professional gathering means more time with friends.

By Aaron Baar • Nov. 20, 2020

Campaign Trail: Brooklinen builds dollhouse scenes to cast holiday magic at home

The DTC bedding brand is approaching the uncertain season with a dreamy campaign that reflects its role in providing comfort.

By Natalie Black (Koltun) • Nov. 20, 2020

Holiday ads nod to COVID-19, but depicting gatherings also works, study finds

An Ace Metrix analysis found that showing safety measures like wearing masks doesn't register a significant difference in an ad's reception.

By Peter Adams • Nov. 19, 2020