Creative: Page 84

  • Mastercard adds brand melody to original pop album
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    Mastercard
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    Mastercard's CMO on sustaining brand-building — including sonic marketing — amid coronavirus

    Raja Rajamannar spoke to Marketing Dive about quickly pivoting to an at-home strategy for Mastercard's Priceless platform that integrates the sonic branding architecture.

    By • April 23, 2020
  • Red Lobster offers custom Zoom backgrounds, Spotify playlist for date nights
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    Courtesy of Red Lobster
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    Red Lobster offers custom Zoom backgrounds, Spotify playlist for date nights

    The chain hopes to drive sales by offering takeout menus and virtual ambience for those looking to recreate the experience of eating out on a date.

    By Dianna Christie • April 23, 2020
  • Explore the Trendline➔
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    Pinterest Business
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    Trendline

    Consumer Packaged Goods

    If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

    By Marketing Dive staff
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    Pixabay
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    Stella Artois raises funds for local bars to remind consumers 'there's always an after'

    The Anheuser-Busch beer brand is calling on its 600-year heritage to offer a message of hope and reassurance.

    By Dianna Christie • April 23, 2020
  • Promotional still from Popeyes 'NOLA STRONG' push to support that people of New Orleans, which launched on April 21
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    Courtesy of Popeyes
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    Popeyes drops 'NOLA STRONG' merch, menu box to support New Orleans

    The cause-driven effort around COVID-19 comes as some employees strike for better working conditions amid the pandemic.

    By Dianna Christie • April 22, 2020
  • Oscar Mayer ad imagines what a socially distant barbecue could look like
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    Courtesy of Oscar Mayer
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    Oscar Mayer looks to keep cookout season alive with socially distant barbecues

    The Kraft Heinz brand is promoting a Front Yard Cookout on May 2 and will donate up to 1 million meals if fans share photos of their setup on Twitter.

    By Dianna Christie • April 22, 2020
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    GroupM
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    GroupM shuts down retail specialist agency Triad

    The closure reflects how retail media has evolved, with Walmart, Amazon and Target all ramping up the in-house sale of ads on their websites.

    By Dianna Christie • April 21, 2020
  • Natural Light dishes out free brews to fans who file taxes on TaxAct
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    Courtesy of Natural Light
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    Natural Light dishes out free brews to fans who file taxes via TaxAct

    Taxes are a major concern for millennials, and the brand's latest move fits into past marketing around offering financial assistance to this key group.

    By Dianna Christie • April 21, 2020
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    Cara Salpini for Retail Dive
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    Foot Locker's Champs Sports, Eastbay build community around student athletes

    In a move to raise money for COVID-19 relief efforts, the #NeverNotAnAthlete campaign asks students to share how they're working out during lockdown.

    By Dianna Christie • April 20, 2020
  • Share Your Toilet Paper sign, Magnolia Blvd, Burbank, California, USA
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    The image by Cory Doctorow is licensed under CC BY-SA 2.0
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    How coronavirus could usher in a new era of brand purpose

    The demand for businesses tangibly contributing to public good will only grow in the tumultuous months ahead, analysts said.

    By • April 17, 2020
  • BMW's esports marketing undergoes 'major expansion' in response to coronavirus
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    Courtesy of BMW
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    BMW's esports marketing undergoes 'major expansion' amid coronavirus

    The automaker is deeply integrating its marketing and innovation efforts with five top teams from around the world as esports continue to thrive.

    By Dianna Christie • April 17, 2020
  • College students wearing caps and gowns for graduation
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    Rattankun Thongbun/Getty Images Plus via Getty Images
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    P&G's Aussie sponsors virtual college graduation

    Hosted by Her Campus, the digital event aims to boost morale among young women as COVID-19 cancels commencement events across the country.

    By Dianna Christie • April 17, 2020
  • Promotional still from ESPN's "The Last Dance" shared with Marketing Dive on April 16, 2020
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    Courtesy of ESPN
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    ESPN enlists Facebook, Reese's, State Farm for custom content around Michael Jordan docuseries

    Each sponsor is working on tailored integrations, which include Instagram Live pre-shows and ads that repurpose vintage ESPN footage.

    By • April 16, 2020
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    Daphne Howland/Marketing Dive
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    The tricky business of retail marketing in a pandemic

    Even with most transactions frozen, this can be a good time to talk to customers, experts say. But retailers need to send the right message.

    By Daphne Howland • April 16, 2020
  • Busch makes up for canceled 2020 weddings
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    Courtesy of Busch Beer
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    Busch promises year of beer to 250 couples who change wedding plans

    A giveaway on Instagram and Twitter may help the Anheuser-Busch brand to stay top of mind despite postponed gatherings during the pandemic.

    By Dianna Christie • April 16, 2020
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    Fancycrave via Unsplash
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    Opinion

    Measure twice, cut what?

    Downturns don't always doom your bottom line. Building strong measurement strategies through data can help you base decisions on adjusting spend while helping your company adapt and thrive, writes Analytic Partners' Nancy Smith.

    By Nancy Smith • April 16, 2020
  • ADT taps user-generated videos for TV, social media push
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    Retrieved from ADT on April 15, 2020
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    ADT taps user-generated videos for TV, social media push

    The home security firm explores how to quickly make an ad when production studios are closed.

    By Dianna Christie • April 15, 2020
  • Pebbles cereal launches social media video series to support kids, creators
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    Permission granted by Post Consumer Brands
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    Pebbles cereal launches social media video series to support kids, creators

    The "Daily Yabba Dabba Doo" series showcases at-home activities for kids that can be done with minimal adult supervision. 

    By • April 15, 2020
  • Target sponsors Disney's new Friday Night Movie series
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    Courtesy of Target
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    Target sponsors Disney's new Friday Night Movie series

    ESPN personalities will host trivia over video conferences from their homes in Disney's new ad units.

    By Dianna Christie • April 14, 2020
  • No toilet paper at Costoco Downtown
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    The image by GoToVan is licensed under CC BY 2.0
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    Deep Dive

    Why CPG marketers can't afford to go dark despite coronavirus risks

    Sales for the category remain strong, but marketers must rethink their strategies now to sustain momentum through a recession and adjust to altered shopper habits.

    By • April 14, 2020
  • Honda shifts gears with campaigns to highlight COVID-19 relief
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    Retrieved from Honda on April 02, 2020
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    Verizon, Honda, Anheuser-Busch have most empowering COVID-19 ads, study says

    Among the spots reviewed, 73% had measurable impact around empowerment. Pre-pandemic, just 12.5% of ads typically achieved any empowerment score.

    By Dianna Christie • April 14, 2020
  • Frito-Lay's internally produced ad highlights virus response efforts
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    Permission granted by Frito-Lay
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    Frito-Lay's internally produced ad highlights virus response efforts

    The 60-second spot reflects data indicating consumers are more responsive to ads from brands that show how they are taking action during the pandemic.

    By Dianna Christie • April 13, 2020
  • Chipotle's CMO details how the brand pivoted its marketing to respond to coronavirus
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    Courtesy of Chipotle Mexican Grill
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    Q&A

    Chipotle's CMO on how the brand quickly pivoted in response to coronavirus

    Chris Brandt explains how the QSR changed its entire marketing plan in the past month, leading it to enlist Zoom and support healthcare workers.

    By • April 13, 2020
  • Burger King encourages people to be heroes by staying home
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    Courtesy of Burger King
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    Burger King encourages people to be heroes by staying home

    "Stay Home of the Whopper" salutes healthcare workers while pushing free delivery for housebound consumers.

    By Dianna Christie • April 9, 2020
  • DTC coffee brand Trade shows virtual meetup in new video ad
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    Courtesy of Trade Coffee Co.
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    Column

    Campaign Trail: Trade Coffee's remotely produced ad embodies creativity in crisis

    A new 30-second spot mirrors how stir-crazy consumers are heading online to socialize while social distancing, and shows how brands can navigate the uncharted waters of building assets at home.

    By • April 9, 2020
  • Toyota ad celebrates 'Modern Family' finales and 11 seasons of brand integrations
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    Courtesy of ABC
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    Toyota ad celebrates 'Modern Family' finale and 11 seasons of brand integrations

    The 30-second ad was supposed to be live action but was animated instead as Toyota's production shoots are shut down during the pandemic.

    By Dianna Christie • April 9, 2020