Nearly half of consumers will try new brands if the ad is relevant

Context matters more than ever amid the surge in content consumption spurred by the pandemic, according to a new DoubleVerify study.

By Aaron Baar • Sept. 28, 2020

Absolut promotes voting with its first TV ad in 3 years

The non-partisan spot will air before the first presidential debate and follows other brands with campaigns centered around voting rights.

By Tatiana Walk-Morris • Sept. 28, 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

Campaign Trail: Tecate's visual refresh embodies its modern messaging

A simplified design system lets only the most iconic, beloved elements shine for the beer brand that wants to evolve without alienating longtime fans.

By Natalie Black (Koltun) • Sept. 25, 2020

Cream of Wheat chef will be removed from packaging, B&G says

Although the drawing that has been on hot cereal boxes for more than a century may be based on an actual person, the company says "it reminds some consumers of earlier depictions they find offensive."

By Megan Poinski • Sept. 25, 2020

Hornitos Tequila to provide essentials, citizenship resources to immigrants

The Beam Suntory brand is focusing its purpose-driven efforts on immigrant communities in need the during COVID-19 pandemic.

By Tatiana Walk-Morris • Sept. 24, 2020

Environment — and brands' approach to it — matters more than ever to consumers, study finds

Barriers to environmentally friendly consumerism like cost are dropping, while the pandemic has not dampened urgency around the issue.

By Aaron Baar • Sept. 24, 2020

Retailers get out the vote

Elections are an opportunity for businesses to embrace bipartisan action, overt activism and selling merch.

By Daphne Howland • Sept. 23, 2020

How Ryder's first ads about its supply chain business lifted lead volume 21%

CMO Karen Jones explained how a company best known for trucking tapped its in-house team for a campaign about a service that's become a household concern during the pandemic.

By Chris Kelly • Sept. 23, 2020

Callaway taps Kevin Nealon to tee up new clubs as interest in golf surges

Google searches of "golf slice" are the highest they've been in seven years, inspiring the brand to launch a campaign as interest in the outdoor, socially distanced sport swells.

By Tatiana Walk-Morris • Sept. 23, 2020

Mucinex merges direct mail, mobile to drive omnichannel trial experience

Circumventing limitations on shipping some medications, Mucinex mailed a related sample to people's homes while using mobile to support its brand and retail partner.

By Shane Schick • Sept. 23, 2020

Uncle Ben's becomes Ben's Original in 'brand evolution'

Mars Food is retiring the face and changing the product's name but retaining its recognizable orange background and bold navy blue letters.

By Megan Poinski • Sept. 23, 2020

Foot Locker steps up outreach for sneakerheads via Google Slides hub

Touted as being created by sneakerheads for sneakerheads, the hub merges content with commerce via a digital tool that is "endemic to sneaker culture."

By Aaron Baar • Sept. 22, 2020

Harry's honors men who buck the norm in biggest ad campaign yet

While its anti-Big Razor messaging aligns with the brand's rhetoric, the effort differs in creative approach from past ads challenging traditional notions of masculinity.

By Natalie Black (Koltun) • Sept. 21, 2020

Bud Light spotlights Black-owned eateries in 'Thursday Night Football' ads

The initiative arrives as the dual crises of the pandemic and civil unrest due to racial injustice simultaneously take their toll on Black Americans.

By Robert Williams • Sept. 21, 2020

Patagonia escalates activism with voting rights push before elections

While marketing around areas like advocacy and environmentalism are growing mainstream, few brands have challenged public officials in such a direct way.

By Tatiana Walk-Morris • Sept. 18, 2020

Havas buys majority stake in Camp + King to expand digital creative network

The deal comes as agencies are positioning themselves for a new reality when digital and virtual strategies are more important.

By Robert Williams • Sept. 18, 2020

Henkel sponsors wellness web series distributed via blockchain

Teaming with an award-winning creator on content is one way the marketer of Persil and Purex addresses pandemic-related challenges.

By Aaron Baar • Sept. 18, 2020

Burger King puts Whopper recipe on wrappers as part of 'real food' push

Following efforts centered on moldy burgers and cow farts, the QSR is trying a simple and direct approach to market its "clean food" menu.

By Robert Williams • Sept. 18, 2020

Sparkling water brand Spindrift appears on upcycled hats at New York Fashion Week

With the brand showing up in Anna Sui's collection, it could fortify its sustainability bona fides — a crucial issue for young consumers.

By Peter Adams • Sept. 17, 2020

Michelob Ultra seeks 'chief exploration officer' to travel to national parks

The CEO will receive a salary and document their journey in an effort that reflects both the high unemployment rate and interest in road trips. 

By Tatiana Walk-Morris • Sept. 17, 2020

Spotify bands together music and podcasts in global multichannel campaign

"Music, Meet Podcasts" arrives as competition heats up with Amazon announcing the addition of podcasts to its streaming music offering.

By Robert Williams • Sept. 17, 2020

Miller Lite turns beer cans into antennas for watching football

As more fans stream live sports this season, the beer brand is helping them watch digital TV — without turning to illegal streaming sites it parodied on social media.

By Tatiana Walk-Morris • Sept. 15, 2020

'Got milk?' creators tap 'Black-ish' star for bilingual positive news series

By tapping "Hollywood's youngest executive producer" along with notable kidfluencers, the California Milk Processor Board seeks to engage Gen Z with timely content marketing.

By Tatiana Walk-Morris • Sept. 14, 2020

Belvedere's new brand platform ties ingredient simplicity to nature

The LVMH spirits maker is taking a product-oriented creative approach to showcase how its vodka reflects the values ingrained in its origin story.

By Natalie Black (Koltun) • Sept. 14, 2020

Lay's 'Smiles' packaging returns as counterpoint to masked and unhappy faces

By showing the smiles of everyday people who help their communities, the rebooted campaign takes on new relevancy during the pandemic.

By Robert Williams • Sept. 14, 2020