Campaign Trail: Muscle Milk flexes mental resilience under PepsiCo banner

"Own Your Strength" is the protein beverage's first effort since being acquired in 2019 and aims to connect with fitness buffs stuck at home during the pandemic.

By Natalie Black (Koltun) • May 22, 2020

Skittles returns to controversial colorless packaging in honor of LGBTQ Pride

The rainbow-free design drew criticism for its past pure white iteration, but a more muted gray bag could read as appropriate this year given the pandemic.

By Peter Adams • May 21, 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

Michelob Ultra puts Peyton Manning in 'Caddyshack' to tee up live golf match

As a sponsor of Capital One's The Match: Champions for Charity, the AB InBev brand is supporting the first televised golf event since the pandemic hit. 

By Dianna Christie • May 21, 2020

Bodyarmor's new campaign may signal a return to OOH post-pandemic

This is the largest campaign by the fitness beverage, which is partially owned by Coca-Cola, and may appeal to sports-starved fans looking for empowering messages.

By Dianna Christie • May 21, 2020

General Motors CMO says speedy pivots are new marketing norm in coronavirus era

Deborah Wahl spoke at the MMA's first virtual Impact conference about how changes made to address the pandemic could prove long-lasting, including a bigger focus on online shopping and localization.

By Peter Adams • May 21, 2020

75% of ANA members have diversity plans, but only 40% apply them to marketing

COVID-19 could hurt suppliers hired as part of diversity programs, as companies cut ad spend due to the crisis.

By Dianna Christie • May 20, 2020

Mastercard brings Priceless experiences lineup online

A library of content features everything from cooking shows to live concerts with brand ambassador Camila Cabello.

By Dianna Christie • May 20, 2020

Coronavirus brings thorny issue of worker treatment to the marketing fore

Consumers are putting more value on brands that treat their employees well during the pandemic, but the crisis has sharply amplified labor tensions.

By Peter Adams • May 20, 2020

Sameness, exploitation sets in for COVID-19 ads, study says

Pandemic-related ads can still be effective, but brands must be creative in order to connect with consumers who are tiring of this messaging.

By Dianna Christie • May 19, 2020

Chex Mix reboots branded video game from the '90s

Leaning into nostalgia and a recent uptick in gaming, the General Mills brand lets players unlock game content through codes on packaging and Instagram.

By Dianna Christie , Natalie Black (Koltun) • May 19, 2020

Why QSRs must move past competitive sparring in the COVID-19 era

After years of hijacking each other's campaigns and snarky social media posts, marketers in the category will need to find new tones and tactics as coronavirus upends their business model.

By Chris Kelly • May 18, 2020

Lowe's helps 'American Idol' singers build home stages for season finale

A TV integration and social media campaign lets the brand organically connect with home owners while extending its messaging to fans of the show.

By Dianna Christie • May 18, 2020

M&M's crowdsources next TV spot via virtual coloring book

The commercial airing in June will weave user-generated creations together to share a message of unity.

By Dianna Christie • May 15, 2020

1-800-Flowers debuts social support group portal

Connection Communities is on-brand for the e-commerce retailer, as flowers are often exchanged at times of crisis to cheer people up.

By Dianna Christie • May 14, 2020

PepsiCo finds empathy is new imperative for marketers amid pandemic uncertainty

Research undertaken by the company found 86% of consumers agreed it's "critical" for brands to show empathy now if they want to grow loyalty.

By Peter Adams • Updated May 14, 2020

McDonald's will boost US marketing $100M as dining rooms reopen

It's unclear what future marketing promotions will look like, though the fast-food behemoth is likely to highlight safety precautions early on to address consumer concerns about eating in restaurants.

By Robert Williams • May 14, 2020

Bud Light updates vintage ads in new social distancing spots

The new "Genius" spots on YouTube and Instagram celebrate those finding creative ways to occupy themselves while staying at home.

By Dianna Christie • May 14, 2020

Tostitos sponsors livestreamed nacho showdown between Guy Fieri, Bill Murray

A star-studded Facebook Live event supporting restaurant workers also features brand partners like Uber Eats, Tito's vodka and Tyson Foods.

By Peter Adams • May 12, 2020

52% of advertisers plan to increase spending this summer, survey finds

Many advertisers are planning media just three months out as opposed to the typical six months as they await the economy's response to schools and businesses reopening.

By Dianna Christie • May 12, 2020

Chips Ahoy, Sour Patch Kids team up to host virtual prom

To promote a new line of cookies, the Mondelēz brands are hosting a virtual event for high schoolers whose proms have been canceled during lockdown.

By Dianna Christie • May 12, 2020

Why sustainability could be more crucial — and difficult — for brands in the COVID-19 era

Calls for public good are on the rise amid the pandemic, which has dispelled myths around cost and created higher expectations for ethical practices.

By Peter Adams • May 12, 2020

Hormel hosts virtual festival of 6 'hope-filled' films on YouTube

A programming slate focused on people who beat incredible odds comes as established film festivals, including Cannes, are forced to reset their plans.

By Peter Adams • May 11, 2020

Grey Goose hires bartenders for video mixology series

"House Pour" gives a face to the many bar workers who are out of work due to coronavirus-related shutdowns.

By Dianna Christie • May 11, 2020

Campaign Trail: Rothy's weaves sustainability into luxury's evolving definition

Creative from the DTC brand that upcycles plastic water bottles into shoes examines how luxury increasingly centers on consumers expressing their values through style choices.

By Natalie Black (Koltun) • May 11, 2020

Peloton hits brakes on marketing as at-home fitness sells itself

CFO Jill Woodworth said word-of-mouth will play a larger strategic role moving forward, and the departure of Peloton's head of global marketing signals larger changes could be afoot.

By Peter Adams • Updated May 7, 2020