Ads for purpose, product topped Q2's most empowering ranking

Frito-Lay and Tide generated emotional responses from viewers around when the pandemic kicked into full force, Ace Metrix found.

By Dianna Christie • July 6, 2020

Ford's Bronco lineup returns with custom video play across Disney networks

The automaker described the effort as the first prime-time product reveal leveraging Disney's cable, digital and streaming networks, including Hulu.

By Robert Williams • July 6, 2020

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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

Walmart hosts virtual summer camp, drive-in movies to keep families entertained

Through experiences powered by its mobile app, the retailer aims to connect with working parents trying to keep their kids engaged this summer.

By Dianna Christie • July 6, 2020

Krispy Kreme's CMO on why the brand rolled out a Walmart exclusive during the pandemic

Dave Skena detailed a national partnership and how the company's launch of delivery in February proved fortuitous.

By Chris Kelly • July 6, 2020

Report: Nike drops digital media agency Razorfish

The athletic-gear brand could be taking its digital media responsibilities in-house as it plans to double down on digital.

By Dianna Christie • July 2, 2020

Coca-Cola encourages shared meals in 1st ad since pandemic pause

New creative comes one month after the beverage giant pledged to shift its digital strategy away from social media and toward real-time content.

By Dianna Christie • July 2, 2020

New Balance celebrates soccer subcultures in YouTube docuseries

The new content uses emotional storytelling to inspire viewers to kick a ball and challenge the established order.

By Dianna Christie • July 1, 2020

Amazon's brand value tops $400B, while TikTok debuts on top 100

Companies investing in long-term marketing are managing to survive the pandemic and still add brand value, according to the latest BrandZ rankings.

By Dianna Christie • June 30, 2020

Bud Light teams with fashion stylist Darryl Brown's Midwest Kids brand for capsule collection

By partnering with Kayne West's former stylist, the AB InBev beer is creating a new lure to draw consumers to its e-commerce site.

By Dianna Christie • June 30, 2020

P&G's Pritchard outlines 4-point plan to dismantle racial inequality

During a virtual Cannes Lions event, the executive said P&G is considering cutting off spending to platforms that support hate, which raised questions over whether the CPG giant will join the current Facebook ad boycott.

By Peter Adams • June 26, 2020

Budweiser celebrates bar reopenings to the tune of 'Don't Stop Me Now'

While the ad promotes following safety regulations, it comes as coronavirus cases continue to rise across the country, and could be perceived as tone deaf.

By Dianna Christie • June 26, 2020

Domino's creates Rain Check Registry for couples whose weddings were cancelled

The pizza chain joins a growing list of brands reaching out to couples and their friends as they try to make the best of postponed celebrations.

By Dianna Christie • June 25, 2020

Back to school? Maybe

As summer rolls on, the COVID-19 pandemic promises to interfere with one of retail's most important annual shopping seasons.

By Daphne Howland • June 24, 2020

Chrysler uses parenting humor, remote filming in new Pacifica video ad

A humorous campaign may appeal to stir-crazy parents juggling many hats in lockdown, and hints at what productions will look like throughout the year.

By Dianna Christie • June 24, 2020

What's your purpose? How brands must adapt in the face of COVID-19

If brands fail to take a clear and purposeful stand, they could face harsh consumer scrutiny that places lingering effects on business, write Mark Curtis and Bill Theofilou of Accenture.

By Mark Curtis and Bill Theofilou • June 24, 2020

Some CPG brands face no easy way forward amid historic reckoning with race

Remaking Aunt Jemima or Uncle Ben, where the characters are baked into brand identity, will require heavy investments. A pandemic-related windfall could help.

By Peter Adams • June 24, 2020

Eskimo Pie will rebrand to be 'part of the solution on racial equality'

The near century-old ice cream bars will have a new name and change packaging by the end of 2020, parent company Dreyer's Grand Ice Cream said.

By Megan Poinski • June 23, 2020

McDonald's, P&G wade into 'danger zone' with Black Lives Matters ads, study says

Both brands created ads perceived by viewers as more exploitative than empowering, a challenge as marketers look to support the social justice movement.

By Dianna Christie • June 23, 2020

Starbucks' stumble on Black Lives Matter shows rising stakes for brands in addressing race

Initially banning employees from wearing Black Lives Matter apparel, the chain quickly reversed its position — but the damage may already have been done.

By Peter Adams • June 22, 2020

P&G's new video 'The Pause' addresses LGBTQ bias

Released during Pride Month, the clip urges viewers to consider how they can make a positive difference in the lives of people in the LGBTQ community.

By Dianna Christie • June 22, 2020

Girl Scouts debuts media brand for women

Verizon and Shutterstock are launch partners for the new CircleAround platform of content grounded in the organization's values of service, honesty, courage and respect.

By Robert Williams • June 22, 2020

Pandemic personas include careful optimists and remiss pessimists, study says

New research outlines four persona types that reflect how different core demographics are coping and spending in the COVID-19 era.

By Dianna Christie • June 19, 2020

Campaign Trail: Visual refresh positions TBS as a genre-fluid network

Agency Trollbäck+Company and the WarnerMedia channel first defined the brand's essence and created a design system to fit — starting with a deconstructed logo and revamped office space.

By Natalie Black (Koltun) • June 19, 2020

Samuel Adams celebrates Pride with GLAAD partnership, video series

The platform aims to show the Boston Beer Co. brand's support for Pride Month at a time when most celebrations are canceled due to the pandemic.

By Dianna Christie • June 19, 2020

Hilton CMO departs as hospitality giant cuts 22% of corporate workforce

Previously from Uber, Kellyn Smith Kenny is credited with helping grow Hilton's loyalty program to 100 million members.

By Peter Adams • June 18, 2020