Corporate social responsibility emerges as content king in 2020 Super Bowl ads

Considering relevance, brand persona and impact are key to marketing around CSR, says Lindsay Singleton, a Civic Responsibility Project board member.

By Lindsay Singleton • Feb. 6, 2020

'Kraft Mac is for lovers' in Valentine's Day campaign

A cross-channel effort includes a contest in which consumers can win free products, along with candles and rose petals for a romantic date night.

By Dianna Christie • Feb. 5, 2020

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Consumer Packaged Goods

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

By Marketing Dive staff

Canada Goose taps Kate Upton as environmental brand ambassador

Trying to shake animal rights criticism, the outerwear company embraces cause marketing in a new campaign and mini-documentary.

By Dianna Christie • Feb. 5, 2020

Why so many Super Bowl commercials aimed for the heart

The visceral nature of several big game ads comes as consumers demand authenticity and relatability, says UserTesting CMO Michelle Huff.

By Michelle Huff • Feb. 5, 2020

Axe teams with Netflix's 'Sex Education' to offer dating tips

The social media effort is driven by brand research showing 47% of boys aged 14-24 have refrained from asking someone out due to lack of confidence.

By Dianna Christie • Feb. 4, 2020

How Coke, Reese's turned Super Bowl ads into Amazon sales after the game

Profitero's report suggests that viewers were wooed by some ads into buying products online.

By Dianna Christie • Feb. 4, 2020

Despite Super Bowl LIV's marketing deja vu, several ads break out

Multibrand spots, ads supporting women, "Groundhog Day" and yes, the resurrection of Mr. Peanut, caused some of the biggest stir this year.

By Peter Adams • Feb. 3, 2020

By the numbers: Super Bowl LIV

The big game's ads, broken down by sentiment, social engagement and more.

By Nami Sumida • Feb. 3, 2020

Starbucks ad inspired by transgender people testing out new names

The coffee chain discovered transgender YouTubers sharing stories of trialing their new names on its cups.

By Dianna Christie • Feb. 3, 2020

Chobani leans on master brand in new campaign for oat milk

With "Almost Milk," the dairy heavyweight looks to leverage brand equity it's earned over the past decade as it expands into plant-based products.

By Natalie Black (Koltun) • Feb. 3, 2020

Unilever increases spend on purpose-driven marketing

The company is making purpose one of its pillars of growth and says internal data shows that the approach drives short- and long-term results.

By Dianna Christie • Jan. 31, 2020

Coke extends Super Bowl ad with Alexa tie-in, energy drink giveaway

Amazon Treasure Trucks will hand out free energy drinks to encourage people to "show up" to work the Monday after the big game.

By Dianna Christie • Jan. 31, 2020

Comic Dive: Super Bowl Product Blitz

Food and beverage marketers PepsiCo, Kraft Heinz and Kellogg are using the game's big stage to launch new products.

By John Hazard • Jan. 31, 2020

Kobe Bryant's death casts long shadow over Super Bowl LIV marketing

Planters paused its #RIPeanut campaign while Hard Rock Cafe and Genesis are making last-minute edits to their ads in a potentially unprecedented shake-up ahead of the big game.

By Peter Adams • Jan. 31, 2020

Audi's green Super Bowl ad launches broader brand rejuvenation

At this year's game, the carmaker is doubling down on its sustainability focus and promoting its electric fleet via a "Game of Thrones" celebrity connection.

By Dianna Christie • Jan. 30, 2020

Walmart's 1st Super Bowl ad touts pickup service with famous aliens

The 60-second spot stars iconic characters in their unusual modes of transport picking up groceries at Walmart.

By Dianna Christie • Jan. 30, 2020

Popeyes sells athleisure inspired by Beyoncé's Ivy Park line

New limited-edition apparel comes after some fans noticed the similarities between the singer's sold-out Adidas collection and the QSR chain's uniforms.

By Dianna Christie • Jan. 29, 2020

How Pringles' 'Rick and Morty' tie-up stretches far beyond the Super Bowl

In a broader campaign, the Kellogg marketer is pushing into new areas like San Diego Comic-Con and integrating with a "Pocket Morty" mobile app.

By Peter Adams • Jan. 29, 2020

Planters halts #RIPeanut campaign after Kobe Bryant's death

As sports fans mourn the loss of a celebrated athlete, consumers may have felt it in poor taste for the snack brand to playfully mourn its 104-year-old mascot.

By Dianna Christie • Jan. 28, 2020

How Super Bowl regular Avocados From Mexico keeps its strategy fresh

With its sixth consecutive appearance, the brand is angling for disruption with a blockchain tie-in and creative starring Molly Ringwald.

By Peter Adams • Jan. 27, 2020

Doritos rebrands Post Malone as Post Limón for new product push

After the spot debuted at last night's Grammy Awards, the rapper changed his name on social media to support the campaign.

By Dianna Christie • Jan. 27, 2020

Fox adds commercial time to Super Bowl amid strong marketer demand

Flexible "floater" slots will appear during unplanned breaks in gameplay to provide organic interruptions in the biggest live event of the year.

By Robert Williams • Jan. 27, 2020

Banana Republic celebrates artistic visionaries in campaign for Black History Month

The "Color-Full" campaign is the first to come out of Gap Inc.'s Color Proud Council, which attempts to bring a range of voices to its teams and productions.

By Dianna Christie • Jan. 24, 2020

Campaign Trail: The US Census Bureau urges America to take action with 1,000 ads

The creative, developed by agency VMLY&R, spans 13 languages, a dozen partners and focuses on multicultural outreach to urge participation in the 2020 census.

By Natalie Black (Koltun) • Jan. 24, 2020

Aerie expands 'real' role model push with social contest, 8 new ambassadors

This year, a social media contest will dish out $400,000 in grants to 20 women to make positive changes in their local communities.

By Dianna Christie • Jan. 24, 2020