Pepsi sponsors global celebrity-filled streaming special for COVID-19 relief

The company will donate marketing expertise and resources, including reallocating paid media and leveraging its agencies, for the April 18 event.

By Dianna Christie • April 7, 2020

ANA: Marketers rise to meet coronavirus production challenges, prefer in-house work

Just 39% of marketers said creating new assets is greatly difficult, but 46% have made substantial adjustments during the pandemic.

By Peter Adams • April 6, 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

Shaquille O'Neal ads drive engagement for Papa John's

The NBA star's endorsement is helping the pizza chain rebuild its image and lift delivery orders following founder John Schnatter's ouster.

By Dianna Christie • April 6, 2020

Brands recalibrate to community-building during quarantine

Social distancing mandates upended in-person activations, leading brands like Chipotle to get creative with cultivating connections online. But can they sustain momentum once the pandemic subsides?

By Natalie Black (Koltun) • April 6, 2020

Cannes Lions canceled over coronavirus challenges

A full cancellation comes as major advertising firms like WPP freeze travel plans, awards submissions and other discretionary spending.

By Peter Adams • April 3, 2020

CVS, Olive Garden and Sam's Club coronavirus ads rank high in likeability

Recent ads by the brands scored by directly addressing the pandemic and communicating relevant and supportive messaging.

By Dianna Christie • April 3, 2020

Early lessons for marketers during the coronavirus pandemic

Amid the turmoil, a picture of how marketers can adapt during this crisis is coming into focus.

April 3, 2020

HSBC, DoSomething.org launch personal finance campaign starring 'Black-ish' actor

The push aims to encourage personal savings during Financial Literacy Month by enlisting social influencers and a contest.

By Dianna Christie • April 2, 2020

T-Mobile urges gratitude for 'helpers' on April Fools' Day

Brands are adjusting their approach to the annual occasion, with T-Mobile's #GiveThanksNotPranks campaign raising money for COVID-19 relief.

By Robert Williams • April 1, 2020

Gartner: 65% of CMOs are preparing for budget cuts

Executives must be agile and ready to operate on smaller budgets with a skeleton team, the research firm recommends.

By Dianna Christie • April 1, 2020

Lowe's supplies inspiration for DIY signs to thank healthcare workers

The campaign calls on consumers to share their gratitude through crafts and post photos online with the hashtag #BuildThanks.

By Dianna Christie • April 1, 2020

Consumers believe brands can lead coronavirus response, but demand practical solutions

Businesses that prioritize profits over the health and security of people during the pandemic risk damaging trust permanently, Edelman found.

By Peter Adams • March 31, 2020

Hasbro supports families staying indoors with new online resources

Bring Home the Fun website supplies useful ideas and relatable stories for parents seeking ways to keep kids occupied during coronavirus lockdowns.

By Dianna Christie • March 31, 2020

DTC coffee brand Trade brews virtual meetup in new video ad

Promoting its subscription delivery service, the spot was directed and edited remotely via video conference.

By Dianna Christie • March 31, 2020

Mitigating the damage of mega-event cancellations due to coronavirus

Despite lost time and nonrecoverable costs, marketers can alleviate major damage of cancellations through ample contingency planning and swift responses, writes Gartner's Jessica Ekholm.

By Jessica Ekholm • March 31, 2020

Chipotle turns Challenger Series into virtual gaming tournament

Half of the earnings for winners of the virtual gaming competition will be donated to COVID-19 relief efforts.

By Dianna Christie • March 30, 2020

How will coronavirus pressures shape the agency in-housing debate?

The in-house model's focus on cost and efficiency may be appealing in a tough economy, but existing problems with the approach may be amplified.

By Peter Adams • March 30, 2020

Comic Dive: Virtual Realities

As people practice social distancing, brands including Chipotle and Busch are finding unique ways to deliver experiences remotely.

By John Hazard • March 27, 2020

Forrester: Brands must build trust as coronavirus saps consumer sentiment

Consumers don't have the "emotional energy to engage with, spend with or recommend" brands, but marketers can work to offset that.

By Robert Williams • March 27, 2020

Nature's Bakery launches 'Snack Sized Adventures' for idea-starved parents

The campaign comes as busy parents are juggling home offices and home schooling during coronavirus-related shutdowns.

By Dianna Christie • March 27, 2020

Bud Light deploys tracker to help people find spots open for takeout

The brand will divert media spending to raise awareness around the initiative supporting restaurant and bar workers affected by the pandemic.

By Peter Adams • March 26, 2020

What coronavirus means for sports marketing

The Olympics have been postponed. Major leagues are suspending their seasons. How can brands pivot and still reach fans?

By Shane Schick • March 26, 2020

Coca-Cola pauses all marketing in Great Britain

While some brands opt to adjust their campaigns, the beverage giant is responding to the pandemic by halting Q2 marketing efforts in the region altogether.

By Dianna Christie • March 25, 2020

'We Are the Countervirus' PSA launches on digital OOH, social media

The campaign from a trade group for outdoor advertising urges people to “spread" a positive message while expressing appreciation for those helping others during the pandemic.

By Robert Williams • March 25, 2020

Diageo CMO Saller steps down after 20 years with spirits giant

Serving as marketing chief since 2013, she earned frequent industry accolades, particularly for her work around gender equality.

By Peter Adams • March 24, 2020