Truly Hard Seltzer cracks open 1st campaign since pandemic began with lively spots

New colorful and upbeat creative suggests some brands are returning to more normal, non-coronavirus messaging.

By Dianna Christie • July 10, 2020

Tampax taps Amy Schumer for 'edu-tainment' videos about periods

The P&G brand is restarting its marketing efforts after a pause "to shift focus to support more urgent needs."

By Dianna Christie • July 9, 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

Stella Artois' dreamy new spot embraces summer personas

The campaign includes a TripAdvisor partnership offering staycation giveaways for people to rediscover their local cities.

By Dianna Christie • July 9, 2020

Gen Z wants brands to be 'fun,' 'authentic' and 'good,' study says

With high expectations for digital experiences, 82% of the cohort say they trust a company more if it uses images of real customers in its advertising.

By Robert Williams • July 8, 2020

WPP's GroupM launches multicultural marketplace with 300 vetted publishers

By making it easier for brands to purchase ads alongside content aimed at Black and Hispanic audiences, GroupM hopes to help support multicultural independent publishers.

By Dianna Christie • July 8, 2020

'Surprised' emotions in video ads drive conversions during pandemic, study says

Showing outdoor settings and women also helped to increase purchase rates for online shoppers of CPG products. 

By Robert Williams • July 7, 2020

Activia uncaps fresh brand image with diverse campaign on gut health

A new direction for the Danone brand targeting millennials and Gen Z comes as Google searches for digestive health spiked 400% in the past few years.

By Dianna Christie • July 7, 2020

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

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