Creative: Page 73
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Courtesy of PepsiCo
PepsiCo speeds up shift toward streaming, digital as holidays loom
With the pandemic putting localization and personalization in the spotlight, the marketer sees digital as better-suited to deliver the goods than traditional media, executives said at Advertising Week.
By Peter Adams • Oct. 9, 2020 -
Courtesy of MolsonCoors
MolsonCoors makes environmental case for Coors Seltzer launch
While the marketing for some hard seltzer brands takes a lighthearted approach, MolsonCoors is banking on younger consumers' affinity for activism.
By Aaron Baar • Oct. 8, 2020 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Courtesy of Honda
How Honda and Nestlé make authentic connections through esports
Brands and their partners, including leading forces Team Liquid and Riot Games, detailed the evolving opportunities in the billion-dollar business at Advertising Week.
By Chris Kelly • Oct. 8, 2020 -
Retrieved from Ace Metrix on October 08, 2020
Wells Fargo cracked empowerment formula as advertising heated up in Q3, analysis finds
Typically a quiet period, Q3 was busier this year as many brands played catch-up after keeping their powder dry in the early days of the pandemic.
By Tatiana Walk-Morris • Oct. 8, 2020 -
Courtesy of Darian Jovan/Budweiser
Budweiser embraces 'Bones & Bud' meme with life-size beer pillow
Internet memes can be powerful ways for brands to boost their exposure on social media, especially if they act quickly.
By Robert Williams • Oct. 8, 2020 -
Courtesy of Kroger
Social listening enabled Kroger's speedy pandemic marketing response
Focusing on the channel helped America's largest grocery chain develop a three-pronged playbook that's kept it reactive to continued volatility, executives said during Advertising Week.
By Peter Adams • Oct. 7, 2020 -
P&G's pledge for social change embraces 'progress, not perfection'
In the wake of the pandemic and protests sparked by racial injustice, the bar is higher for purpose-driven marketing to have the same impact as years past, panelists said during Advertising Week.
By Natalie Black (Koltun) • Oct. 7, 2020 -
Courtesy of Nissin
Top Ramen gets in on fake C-suite job trend with Chief Noodle Officer search
Working with a "Top Chef" star, Nissin Foods will award one winner $10,000, a 50-year supply of ramen and a mentorship with its president and CEO.
By Tatiana Walk-Morris and Chris Kelly • Oct. 7, 2020 -
Courtesy of Procter & Gamble
Secret provides direct assistance to support women affected by COVID-19
As the pandemic sets back gender equality, the P&G brand teamed with WNBA players for a social media effort and TV spot during the league's finals.
By Tatiana Walk-Morris and Chris Kelly • Oct. 6, 2020 -
Retrieved from The Kraft Heinz Company on October 06, 2020
Kraft pulls provocative 'send noods' ads after drawing ire online
While some backlash came from average moms concerned around sexual content appearing near children, QAnon conspiracy theorists also quickly latched onto the outcry.
By Peter Adams • Updated Oct. 14, 2020 -
Courtesy of Kellogg Company
Frosted Mini-Wheats fights pandemic boredom with 'Morning Craze' board game
Amid higher demand for board games during the pandemic, the Kellogg brand can boost membership for its loyalty program.
By Robert Williams • Oct. 6, 2020 -
Courtesy of Walt Disney Television
'The Bachelorette' returns with drive-in premiere hosted by PopSugar, ABC, YouTube TV
The partnership between a digital media brand, a TV network and a streaming channel reflects the scarcity of big-event original programming right now.
By Robert Williams • Oct. 5, 2020 -
Courtesy of Hostess Brands
Hostess tries to keep Halloween fun as festivities look different this year
Focusing on at-home celebrations and kid-friendly recipes reflects the brand's research showing some consumers plan to host small parties.
By Aaron Baar • Oct. 5, 2020 -
Christopher Doering/Marketing Dive
Candy ad spend decreases 19% while product sales increase before Halloween
The effects of the pandemic are being felt on candy advertising, with data from market researcher Numerator suggesting that companies are running smaller digital campaigns, rather than large TV buys.
By Tatiana Walk-Morris • Oct. 5, 2020 -
Courtesy of Hyundai Motor America
Hyundai revs up new Elantra with TV ads, AR showcases and gaming
Teaming with livestreaming platform Mobcrush is a unique approach for a car brand, but points to how gaming continues to attract mainstream marketers.
By Tatiana Walk-Morris and Natalie Koltun • Oct. 2, 2020 -
Courtesy of S.Pellegrino
S.Pellegrino swaps signature dishes between NY, LA restaurants
The Nestlé brand is letting residents of both cities sample food from restaurants on the opposite coast as the pandemic continues to scuttle travel plans.
By Robert Williams • Oct. 2, 2020 -
Courtesy of Cadillac
Cadillac nods to bravery, resilience in Escalade's Regina King ad
The fall campaign's themes around overcoming adversity extend the carmaker's ongoing efforts to revamp its marketing strategy and adapt amid evolving market conditions.
By Tatiana Walk-Morris • Oct. 1, 2020 -
Retrieved from Taco Bell Corp. on October 01, 2020
Taco Bell sets up personalized taco gifting service ahead of holiday rush
Available through Taco Bell's website and app, the feature will be permanent, showing the chain's continued bets on loyalty innovations.
By Peter Adams • Oct. 1, 2020 -
Courtesy of Barefoot
Barefoot Wine toasts beauty experience of Black women with video series
With "We Stan for Her," the wine company joins other brands in promoting self-acceptance and diversity in its content marketing.
By Tatiana Walk-Morris • Sept. 30, 2020 -
Retrieved from Crocs on September 29, 2020
How Crocs stepped up during the pandemic and built on fans' trust
The shoemaker listened to loyal customers in March and responded with $40 million worth of free shoes, a move that nurtured brand love and trust, an executive said during an Advertising Week panel.
By Natalie Black (Koltun) • Sept. 30, 2020 -
Courtesy of Dos Equis
Dos Equis commits to making football fans' Saturdays fun again
Brands and sports fans continue to seek ways to replicate the communal aspects of sporting events while encouraging social distancing.
By Aaron Baar • Sept. 30, 2020 -
Courtesy of Oreo
Oreo celebrates human connections made during lockdown in new ad
The cookie brand parodies telecoms that promise to "supercharge connectivity" while offering tips on how to enjoy time spent at home with loved ones.
By Robert Williams • Sept. 30, 2020 -
Courtesy of Budweiser
Budweiser teams with Detroit rapper Big Sean to rep Michigan
With a limited-edition tallboy, the company joins a growing list of brands tapping into rappers' cool factor.
By Tatiana Walk-Morris • Sept. 29, 2020 -
Courtesy of Acura
Acura accelerates into AR, cinematic ads with multichannel push for TLX
With an ad shot in the style of 1920s silent films and mobile activations, merging old and new media could help the car brand reach a wide audience.
By Robert Williams • Sept. 29, 2020 -
Courtesy of J.M. Smucker Co.
J.M. Smucker ditches berries for more stylized identity
The new look is designed to better reflect the brand's evolution and expanded product portfolio beyond its core jellies and jams.
By Aaron Baar • Sept. 29, 2020
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