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

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Consumer Packaged Goods

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

By Marketing Dive staff

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

Travelocity taps Sarah Michelle Gellar for Thanksgiving cooking tutorial

The celeb-focused Zoom cooking class comes as the pandemic changes many consumers' plans for the holiday.

By Tatiana Walk-Morris • Nov. 19, 2020

How QSRs can pivot their marketing to join the holiday conversation

Less travel and in-person shopping could mean fewer moments for fast food, but savvy restaurant brands still have opportunities to join in on the season.

By Chris Kelly • Nov. 19, 2020

Frito-Lay unwraps online gift shop, brings back Anna Kendrick holiday ad

Its e-commerce push comes as the marketer's research shows 50% of U.S. residents plan to shop for holiday groceries online, up from 15% last year.

By Tatiana Walk-Morris • Nov. 18, 2020

Bud Light taps into gaming wars with 6-pack console

Referencing recent releases by Sony PlayStation and Microsoft Xbox, the device up for auction is dubbed "half koozie, half projector and half console."

By Aaron Baar • Nov. 18, 2020

Philadelphia Cream Cheese mocks gaming consoles ahead of holidays

As PlayStation and Xbox debut their first major console updates in years, the Kraft Heinz brand hypes a "stunning advancement in cheesecake technology."

By Robert Williams • Nov. 17, 2020

Carl's Jr. and Hardee's tempt all 5 senses with immersive campaign

A meat-scented diffuser aligns with similarly outlandish merch from other brands, and is supported by Spotify playlists, a YouTube hypnotist, '90s-era "Magic Eye" and more.

By Aaron Baar • Nov. 17, 2020

Is the DTC brand aesthetic bad for business?

Sans serif font and bright colored backgrounds are hallmarks of digitally native brands, but it may not matter if they all look the same.

By Cara Salpini • Nov. 16, 2020

JetBlue mulls agency shakeup to recapture brand mojo as priorities shift

In documents reviewed by The Wall Street Journal, the company said it sacrificed some personality in pursuit of "one-off tactics" and is now searching for culturally relevant solutions.

By Peter Adams • Updated Nov. 17, 2020

PepsiCo unites beverage brands for sustainability campaign

KeVita, Lipton, Izze, PureLeaf, Naked Juice and bubly come together for the first time to promote PepsiCo Recycling, a 10-year-old recycling initiative.

By Tatiana Walk-Morris • Nov. 16, 2020

OOH ads could sway shoppers on Black Friday and Cyber Monday, study says

Among people planning to spend at least half their holiday budget on the two key shopping days, 58% report interest in ads featuring QR codes, NFC tags or text messages.

By Natalie Black (Koltun) • Nov. 16, 2020

Dunkin' upgrades holiday merchandise following last year's success

An expanded selection for 2020, including customizable items, was previewed in an ad that borrows the look of vertical videos on social media.

By Robert Williams • Updated Nov. 18, 2020

Campbell insures Thanksgiving side dishes with Instacart team-up

As first-time Thanksgiving hosts worry about "epic fails," the food brand's local ghost kitchens will prep replacement dishes for sides gone awry in Manhattan.

By Aaron Baar • Nov. 16, 2020

Ikea helps families reduce holiday pressures in new campaign

The retailer celebrates traditions old and new this unusual season, with festive influencer tips and an ad that shows relatable moments from a tough year.

By Natalie Black (Koltun) • Nov. 16, 2020

White Castle promotes Thanksgiving slider stuffing recipe with rapper Coolio

Influencer Tim Chantarangsu is also part of the effort as the fast food chain mixes nostalgia with social media culture.

By Tatiana Walk-Morris • Nov. 13, 2020

Mondelez ties marketing to internal diversity efforts with 'humaning' approach

Aligning its internal and external strategies around consumers and purpose, the CPG plans to move beyond "cautious" data-driven tactics — even as it puts a premium on first-party data.

By Chris Kelly • Nov. 13, 2020

Oreo lets fans customize cookies in personalization push

As people start shopping for holiday gifts and party desserts, the Mondelez brand makes a push for first-party data through customized treats.

By Robert Williams • Nov. 13, 2020

Fisher Nuts pivots to emotional-driven narrative to attract young bakers

In a nod to how holidays are different this year, the brand's first narrative ad depicts a grandmother and grandson bonding over baking via video chat.

By Aaron Baar • Nov. 12, 2020

Cheetos' holiday cookbook reflects evolving home-cooking needs amid new coronavirus wave

Research shows 63% of consumers plan to cook to stay entertained during the winter wave of COVID-19, with many also seeking inspiration and shortcuts. 

By Robert Williams • Nov. 12, 2020