Creative: Page 9
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Justin Sullivan / Staff via Getty Images
Kantar: AI pivot helps fuel brand value growth following down year
Chipmaker Nvidia grew brand value 178% this year while the enterprise tech and services category was the fastest gainer tracked by the firm.
By Peter Adams • June 12, 2024 -
Courtesy of Bodyarmor
Q&AHow BodyArmor’s CMO is playing catch-up in the crowded hydration market
Tom Gargiulo explains how the Coca-Cola brand is rolling out bottles with AR functionality that feature MLB and NFL athletes to engage with Gen Z.
By Chris Kelly • June 12, 2024 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z.
By Marketing Dive staff -
Courtesy of Red Lobster
Red Lobster says it’s ‘here to stay’ with Flavor Flav-led campaign
The rapper-turned-reality-TV personality narrates new ad spots and an AR filter lets users virtually don his recognizable clock necklace.
By Peter Adams • June 11, 2024 -
izusek via Getty Images
Omnicom consolidates global production under one banner
Omnicom Production will be led by former Publicis Production Global CEO Sergio Lopez and is the holding company’s latest bid to streamline creativity.
By Aaron Baar • June 10, 2024 -
Courtesy of Dr Pepper
How Dr Pepper passed Pepsi by marketing around football, flavor innovation
The 140-year-old soda brand has relied on investment, patience and agile marketing to become the number two soft drink in the U.S.
By Chris Kelly • June 10, 2024 -
Courtesy of Ocean Spray Cranberries, Inc.
Ocean Spray unveils ‘Just Add Cran’ campaign to fuel future creative
The effort introduces a new brand character, Johnny, the “straight-shooter cousin” of the iconic farmer duo featured in the marketer’s past creative.
By Jessica Deyo • June 10, 2024 -
Courtesy of On
On Running appoints Zendaya as brand partner in multiyear deal
As legacy rivals like Nike face fresh pressures, On is looking to shore up its sport and fashion credibility with help from a major star.
By Peter Adams • June 7, 2024 -
Courtesy of Crayola
ColumnCampaign Trail: Crayola reunites adults with childhood art to spur creativity
In partnership with Dentsu Creative, the effort features a tear-jerking short film that shows the power of creative self-expression across generations.
By Chris Kelly • June 7, 2024 -
Courtesy of WACL
Advocacy group taps creators to call for gender equality in ad industry
Women in Advertising, Communications and Leadership’s new campaign asks women creators what representation in the industry means to them.
By Aaron Baar • June 6, 2024 -
Courtesy of Givenchy Beauty
Givenchy Beauty makes over Roblox space for Pride Month
The luxury brand overhauled its space on the platform to feature rainbows, flags and a pop-up showcasing virtual wearables from LGBTQ+ designers.
By Jessica Deyo • June 6, 2024 -
Courtesy of J.M. Smucker
Jif dips into ‘Succession’ to promote peanut butter, chocolate merger
A short film starring J. Smith-Cameron documents a fictional deal between The Peanut Butter Group and Chocolatey Corp. in the style of the HBO hit.
By Chris Kelly • June 4, 2024 -
Courtesy of Toyota
Toyota turns review into music video for ‘vibe’-heavy Camry campaign
The automaker’s campaign is the latest effort from T2, the multiagency model that brings together mainstream and multicultural marketing.
By Chris Kelly • June 3, 2024 -
Courtesy of U.S. Bank
U.S. Bank taps AI to create audience models for national campaign
“The Power of Us” used Supernatural AI’s tech to create avatars of the bank’s core target groups and test the baseline idea and initial creative.
By Aaron Baar • June 3, 2024 -
Retrieved from Sonic Drive-In on May 31, 2024
Inside Sonic Drive-In’s new brand platform and ‘crazy fun’ campaign
CMO Ryan Dickerson explained how the Inspire Brands QSR is personifying the chain with a new duo years after replacing its fan-favorite "Two Guys."
By Chris Kelly • June 3, 2024 -
Courtesy of Adidas
Adidas prepares for summer soccer around the globe with new campaign
Ahead of Euro 2024 and Copa America, the brand continues working to disarm negative pressure in sport, a theme also utilized by Gatorade and Sprite.
By Chris Kelly • May 30, 2024 -
Courtesy of LG Electronics
LG fuels positivity on social media with ‘Optimism your feed’ playlist
The global playlist is a compilation of influencer-backed content that, when viewed, is meant to spur the delivery of more positive content by algorithms.
By Jessica Deyo • May 30, 2024 -
Courtesy of Purely Elizabeth
Purely Elizabeth rides explosive growth with first large-scale ad campaign
The granola and breakfast foods marketer is encouraging consumers to “Savor the Start” on the heels of 56% year-over-year sales growth in the first quarter.
By Aaron Baar • May 30, 2024 -
Courtesy of Honda
Honda leaps into dance with Steezy partnership
The automaker and dance app produced a video series of dance classes and performances for Honda’s first step into the competitive dance community.
By Sara Karlovitch • May 29, 2024 -
Courtesy of Klarna
Klarna uses AI to save $10M on marketing annually while upping output
More than a third of the Stockholm-based fintech company’s marketing savings in Q1 are attributable to AI.
By Chris Kelly • May 29, 2024 -
Courtesy of Emperia
Walmart launches immersive digital shopping experience
Walmart Realm is composed of influencer-led virtual shops that are meant to shorten the distance between inspiration and commerce.
By Tatiana Walk-Morris • May 29, 2024 -
Courtesy of Gatorade
Gatorade revives iconic ‘Is It In You?’ tagline for largest-ever campaign
The return of the nostalgic tagline is supported by a spot narrated by Michael Jordan and custom filters on Instagram and Snapchat.
By Jessica Deyo • May 29, 2024 -
Courtesy of Kraft Heinz
Heinz Pickle Ketchup gets digital-heavy campaign for US rollout
The effort from agency Rethink includes street interviews with consumers to show what they expect it to taste like before trying the new condiment.
By Aaron Baar • May 28, 2024 -
Courtesy of E.l.f. Beauty
E.l.f.’s heavier marketing investment helps cosmetics brand keep its edge
A collaboration with edgy water brand Liquid Death and Roblox gaming plays are helping the cosmetics marketer grow sales and win over Gen Z.
By Peter Adams • May 24, 2024 -
Courtesy of Essentia Water
ColumnCampaign Trail: Essentia plays H.O.R.S.E. on a horse with Jimmy Butler
To launch its flavored-but-functional Hydroboost line, the Nestlé marketer teamed with Droga5 and an unorthodox NBA star.
By Chris Kelly • May 24, 2024 -
Courtesy of Mars
Skittles puts focus on LGBTQ+ community building in latest Pride effort
The candy brand has partnered with social media platform Meetup to launch a new interface and help consumers find community all year long.
By Sara Karlovitch • May 23, 2024
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