Creative: Page 76
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Courtesy of Olay
Olay extends STEM-focused mission in Women's Equality Day campaign
A new video and print ads feature four women who deliver messages about the industry's gender gap that are coded within scientific formulas.
By Natalie Black (Koltun) • Aug. 26, 2020 -
Courtesy of Lowe's
Lowe's hits the runway with fashion show streams, curated home decor
The New York Fashion Week tie-in suggests how new Lowe's CMO Marisa Thalberg might boost the brand's lifestyle positioning, a strategy she also applied during her Taco Bell tenure.
By Robert Williams • Aug. 26, 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 -
Retrieved from Mother London on March 13, 2020
KFC drops 'Finger Lickin'' slogan around the globe as hygiene concerns persist
Deeming the 64-year-old catchphrase inappropriate during the pandemic, the brand is expanding a pause as part of its first global campaign.
By Peter Adams • Aug. 25, 2020 -
Permission granted by Pepsi
Pepsi delivers 'Tailgate in a Box' to football fans hankering for game day experience
In an effort catering to stir-crazed football fans, the brand paved a couple's front yard to resemble a parking lot decked out in New York Jets paraphernalia.
By Peter Adams • Aug. 24, 2020 -
Disney, Hilton, Southwest Airlines target travel planners on Pinterest
Brands have tended to promote trips that are mindful of health and safety recommendations during the pandemic rather than touting travel deals.
By Robert Williams • Aug. 24, 2020 -
Permission granted by Publicis Groupe
KitchenAid profiles women's struggles, triumphs in restaurant industry with Hulu documentary
Directed by an Oscar-winning filmmaker, "A Woman's Place" debuts ahead of Women's Equality Day and features no product shots of the Whirlpool brand.
By Peter Adams • Aug. 24, 2020 -
Permission granted by Rice Krispies Treats
Rice Krispies' personalized packaging looks to spread love as kids face uncertain school year
The Kellogg brand has expanded an old concept to recognize that most kids will experience additional anxieties related to the coronavirus pandemic.
By Dianna Christie • Aug. 21, 2020 -
Courtesy of Bumble Bee Seafoods
Bumble Bee Seafoods pushes consumers to rethink tuna in major refresh
The company has seen sales jump and a younger audience come to the category during the pandemic, spurring a big advertising push.
By Dianna Christie • Aug. 20, 2020 -
Courtesy of PeaTos
Upstart PeaTos escalates Frito-Lay rivalry amid pandemic snacking boom
Promoting itself as "junk food without the junk," the pea-based snack takes aim at competitors like Cheetos in a provocative effort titled "Hey Chester..."
By Dianna Christie • Aug. 20, 2020 -
Courtesy of Untuckit
Untuckit responds to skeptical tweets in ads designed to convert new customers
The good-natured approach to social-media criticism conveys that the brand takes feedback in stride and doesn't take itself too seriously.
By Graham Vyse • Aug. 19, 2020 -
Courtesy of Stella Artois
Stella Artois brings five-star hotel service to homebodies
Perks include doorside contactless check-in and experiences guided by celebrities, including personalized wakeup calls from Liev Schreiber.
By Dianna Christie • Aug. 19, 2020 -
Permission granted by Popeyes
Popeyes looks to end year early with Times Square countdown celebrating chicken sandwich
As the mega-popular menu item celebrates its one-year anniversary, the brand is hosting a mock New Year's Eve event in August.
By Dianna Christie • Aug. 19, 2020 -
Permission granted by Pepsi
Pepsi champions football fans stuck at home as sports marketing shifts focus
VP of Marketing Todd Kaplan dished on a new NFL platform that centers on how people are continuing to express their passion for the sport despite pandemic limitations.
By Peter Adams • Aug. 18, 2020 -
Retrieved from Corona on August 18, 2020
Corona taps Snoop Dogg for first campaign unifying family of brands
With "La Vida Más Fina," the beverage marketer steps back into the spotlight after facing backlash for its name's close resemblance to the novel coronavirus.
By Dianna Christie • Aug. 18, 2020 -
Accenture buys CreativeDrive to expand output of content for brands
CreativeDrive has a network of on-premise studios and proprietary tech to help marketers automate production — a service in high demand amid pandemic-related disruptions.
By Robert Williams • Aug. 17, 2020 -
Retrieved from Ferrara Candy Co. on August 17, 2020
Keebler brings the brand into the real world in far-reaching refresh
It features the cartoon realm of Ernie the Elf, shots of real families enjoying the treats together and a beta test of shoppable Hulu ads through a Walmart deal.
By Graham Vyse • Aug. 17, 2020 -
Good Humor enlists The RZA to address ice cream truck jingle's problematic past
Working with the legendary Wu-Tang Clan co-founder, the Unilever ice cream brand crafted a modern replacement for "Turkey in the Straw."
By Dianna Christie • Aug. 17, 2020 -
Courtesy of The Clorox Company
Clorox touts odor-fighting cat litter with The Try Guys YouTube deal
A new campaign for Fresh Step comes as the CPG giant ramps up its creator strategy by assembling an influencer advisory council.
By Dianna Christie • Aug. 17, 2020 -
Courtesy of Bodyarmor
Bodyarmor teams with US Tennis Association ahead of Open this month
In a potentially big year for the tennis championship's TV viewership, the beverage brand looks to reach a wide audience of sports-starved fans at home.
By Dianna Christie • Aug. 14, 2020 -
Retrieved from Pinterest on August 14, 2020
HBO Max shares Pinterest recipes to promote Selena Gomez quarantine cooking show
HBO Max is among the first brands to use a new Story Pins format that supports multi-page storytelling with images, videos, lists and text.
By Dianna Christie • Aug. 14, 2020 -
Retrieved from Adobe Creative Cloud on August 13, 2020
ColumnCampaign Trail: Adobe illustrates how constraints can foster creativity with virtual film festival
Indie filmmakers were given just five days to use only Adobe Stock footage and the company's video editing tools, resulting in 13 creative and unbranded films.
By Natalie Black (Koltun) • Aug. 14, 2020 -
Permission granted by City School District of New Rochelle
Retailers' back-to-school ads resonate by empathizing with uncertainty, study finds
Ads from Kohl's, Walmart and others address uncertain times with upbeat messages during a markedly different back-to-school season.
By Dianna Christie • Aug. 13, 2020 -
Planters
Planters debuts Peanut Jr. with Twitter challenge celebrating quarantine birthdays
Baby Nut, the reincarnation of Mr. Peanut, has rapidly aged into a 21-year-old Gen Zer who is looking to make followers' birthday wishes come true.
By Robert Williams • Aug. 12, 2020 -
Courtesy of Mondelez International
Sour Patch Kids picks NYC for first retail store
The strategy is reminiscent of pre-pandemic days, when in-person experiential retail was a focus for big brands looking to engage consumers across channels.
By Dianna Christie • Aug. 12, 2020 -
Retrieved from Blockbuster/Airbnb on August 12, 2020
Last Blockbuster location will host '90s-themed sleepover through Airbnb
The return of branded rentals signals that experiential marketing could see a resurgence as the world reopens from the pandemic.
By Dianna Christie • Aug. 12, 2020
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