J.M. Smucker cut marketing spend 5.8% last quarter amid pandemic disruptions

The CPG giant plans to leverage renewed interest in legacy brands like Folgers in its marketing, CEO Mark Smucker said in a conference call this week.

By Robert Williams • June 5, 2020

Coca-Cola eyes streaming, real-time content production in marketing restart

The beverage giant experimented with digital activations during pandemic lockdowns, pointing to a greater focus on agility in the months ahead.

By Dianna Christie • June 5, 2020

Explore the Trendline➔

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: Polaroid tries to capture human chemistry in emotive new ad

With the world slowly reemerging from the pandemic, values of connection depicted in "Forever Now" have crystallized for many consumers.

By Natalie Black (Koltun) • June 5, 2020

McDonald's names victims of police brutality, racist violence in new ad

The chain shows solidarity with Black Lives Matters in the clip and pledges to donate to the National Urban League and the NAACP.

By Dianna Christie • June 4, 2020

Forrester: CMOs must adjust as agencies shed more than 50K jobs

The cuts are expected over the next two years, sapping a source of expertise and accelerating trends like in-house agencies and gig economy options.

By Robert Williams • June 3, 2020

Nike's 'For Once, Don't Do It' ad seen as empowering, exploitative: study

While less polarizing than its ads featuring Colin Kaepernick in 2018, people didn't want to see a corporation taking advantage of George Floyd's murder and subsequent protests to sell shoes.

By Dianna Christie , Natalie Black (Koltun) • June 3, 2020

Top brands, digital media rally around Blackout Tuesday, but it could backfire

Blacking out channels in support of protests risks drowning out #BlackLivesMatter online, The Verge reported, while skepticism toward corporate track records is growing.

By Peter Adams • June 2, 2020

AB InBev supports global bar partners with localized social ads

A new social media tool by Tiger Pistol aims to help bars and restaurants turn the beverage giant's creative into local ads that drive in-store traffic.

By Dianna Christie • June 2, 2020

Product ads are top performers among non-COVID-19 spots, study finds

Consumers are feeling more emotionally connected to ads for products that can improve domestic life while spending more time at home.

By Dianna Christie • June 2, 2020

How Clorox built a DTC brand with the resources of a CPG giant

The ramping up of Clorox's direct-to-consumer capabilities reached new heights with the launch of the Objective Wellness brand in October 2019.

By Chris Kelly • June 1, 2020

Popeyes refreshes brand identity, pilots store redesign

Parent Restaurant Brands International is doubling down on the chain's growth over the past year and is expanding around the globe with a new look.

By Dianna Christie • June 1, 2020

Nike calls on America to confront racism in new video

The ad inverts the brand's classic slogan, "Just Do It," by calling on people to "For Once, Don't Do It," when it comes to pretending there isn't a problem.

By Dianna Christie • June 1, 2020

Truly Hard Seltzer celebrates Pride with OOH, social campaign

The Boston Beer Company brand looks for ways to celebrate the 50th anniversary of the NYC Pride March, which has been canceled this year.

By Dianna Christie • May 29, 2020

Dunkin' declares support for The Donut Party in nod to election year

A sweepstakes element of the campaign has been canceled "with respect to recent events," a spokesperson confirmed.

By Dianna Christie • Updated June 3, 2020

LGBTQ-inclusive marketing opens door to acceptance, P&G and GLAAD find

A study published ahead of Pride month positions the coronavirus pandemic as an opportunity to make a bigger impact on the community.

By Peter Adams • May 28, 2020

Instagram IGTV video ads arrive as part of monetization push for influencers

Several new features come as Instagram reports creators of videos on Instagram Live recently saw a 70% increase in views.

By Robert Williams • May 28, 2020

Burger King celebrates employees with customer thank yous

More than 5,000 customers left messages of gratitude to the fast food chain's workers while placing orders in the mobile app.

By Dianna Christie • May 28, 2020

Busch Beer unveils corn cans, NASCAR tie-in for farmer relief

Limited-edition packaging is available in 33 states to help the brand support a nonprofit partner's expansion into Kansas.

By Dianna Christie • May 27, 2020

Ben & Jerry's launches ice cream into stratosphere for Netflix tie-in

The stunt starring the new Boots on the Moooo'n flavor is a nod to "Space Force," a new comedy from the makers of "The Office."

By Dianna Christie • May 27, 2020

Where ad spending is thriving during COVID-19, including a few surprises

Marketers in categories like toys and prescription eyeglasses have leaned in with big budget lifts, but what does the future hold as the economy reopens?

By Shane Schick • May 27, 2020

United Airlines debuts cleaning protocols with Clorox to lure back flyers

Teaming with the cleaning brand and the Cleveland Clinic is designed to reshape the airline's image after photos of packed planes circulated on social media.

By Dianna Christie • May 26, 2020

Budweiser honors healthcare workers and military heroes in new campaign

The brand, which has shown its skill in the past at delivering heart-tugging ads, debuts its latest effort as the pandemic continues to impact consumer behavior.

By Dianna Christie • May 26, 2020

PepsiCo Foodservice CMO on linking restaurant relief to culture amid a pandemic

Scott Finlow spoke to Marketing Dive about how the food and beverage giant's purposeful efforts have tapped into what's popular now, including John Krasinski's "Some Good News."

By Peter Adams • May 26, 2020

Walmart flips associate's hopeful poem into new video ad

The retailer continues to spotlight employees during the pandemic as people place a higher value on how brands treat workers.

By Dianna Christie • May 22, 2020

Mazda brings playable concept car to PlayStation, esports series

By bringing the high-tech model to "Gran Turismo Sport," Mazda is looking to get homebound folks to virtually test drive its vehicles and connect online.

By Dianna Christie • May 22, 2020