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

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

Explore the Trendline➔

Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

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

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

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

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

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