Comic Dive: Brand the Halls

It's beginning to look a lot like branded merchandise season as major QSRs and CPGs get in on the holiday spirit.

By John Hazard • Dec. 13, 2019

ARF: Different approaches to data cause tension on marketing teams, limiting quality

Creatives, strategists and researchers are not aligned when it comes to using data, leading to a lack of trust, a disconnect in ownership of insights and misalignment on goals.

By Dianna Christie • Dec. 12, 2019

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

Popeyes rides chicken sandwich buzz with ugly sweater

Deli brand Dietz & Watson is also getting into novelty holiday merchandise with prosciutto-themed shirts, stretchy "eatin' pants" and stockings full of nuts.

By Dianna Christie • Dec. 12, 2019

'Rick and Morty' warps to Super Bowl with Pringles spot, product tie-in

A 30-second ad for the Kellogg brand is being developed with the series' creators, and an integrated campaign will run through 2020.

By Peter Adams • Dec. 11, 2019

SodaStream parodies ASMR videos with Jonathan Van Ness

Timed for the holidays, the video promises to help viewers relax during a stressful time of year.

By Dianna Christie • Dec. 11, 2019

Pepsi CMO leaves amid beverage giant's marketing resurgence

Roberto Rios departs for Schwan's Company at a time when larger investments in media and advertising are bolstering Pepsi's bottom line.

By Peter Adams • Dec. 10, 2019

Smirnoff dreams up fake home goods partnership for gag gift

Riffing on the "Icing" drinking game, the brand is spicing up holiday gift swaps by disguising what appears to be a boring gift but is actually a bottle of malt beverage.

By Dianna Christie • Dec. 10, 2019

Ryan Reynolds' Aviation Gin pokes fun at Peloton ad fail in new spot

The marketer moved quickly to capitalize on the exercise bike brand's misfire with its own ad starring the same actress gaining millions of views on social.

By Dianna Christie • Dec. 9, 2019

Torrid targets curvy consumers with confidence-centered video series

Actress Barbie Ferreira keeps her cool despite getting locked out in her underwear in Torrid's first of four spots.

By Dianna Christie • Dec. 9, 2019

Marketer of the Year: PepsiCo

The food and beverage conglomerate increased advertising and marketing spending 12% this year, bolstering business and appeal with key audiences like Gen Z.

By Chris Kelly • Dec. 9, 2019

Campaign of the Year: Taco Bell's 'The Bell'

Reservations at the refurbished resort sold out in two minutes, solidifying the chain's cult-like status among ardent fans and its expertise in catering experiences to devotees.

By Peter Adams • Dec. 9, 2019

Deal of the Year: Accenture buys Droga5

Equipping Accenture with a desirable talent pool and client roster, the deal shows how easily the consultancy is using its economic muscle to close the creativity gap with traditional agency rivals.

By Peter Adams • Dec. 9, 2019

The Marketing Dive Awards for 2019

From KFC to Accenture, these are the companies and executives that shaped the marketing industry this year.

Dec. 9, 2019

Campaign Trail: Lagunitas keeps it weird with TV shopping network parody

The beer brand's CMO explains how it tapped into the branded merchandise trend while highlighting employees in a cheeky video series that promotes its IPAs moving to cans.

By Natalie Black (Koltun) • Dec. 6, 2019

Pantene supports LGBTQ+ folks with 'Going Home for the Holidays' series

This purpose-driven holiday campaign speaks to the 44% of LGBTQ+ people who feel they can't come home as their true selves.

By Barry Levine • Dec. 6, 2019

Spotify extends annual Wrapped campaign to entire decade, podcast content

The feature is for the first time accessible through the platform's mobile app, and outdoor ads spotlight newer bets like the acquisition of Gimlet Media.  

By Robert Williams • Dec. 6, 2019

Rent the Runway partners with W Hotels

The clothing rental company will supply a travel wardrobe to guests upon their arrival at the luxury hotels. 

By Kaarin Moore • Dec. 5, 2019

Pantone enlivens 2020 Color of the Year pick with slew of multisensory experiences

Partners like Adobe and FedEx will help consumers experience the "solid and dependable" Classic Blue in ways beyond the visual.

By Peter Adams • Dec. 5, 2019

Coty is revamping its internal ad-tech and digital media unit

Digital media services previously handled by Beamly, which Coty acquired in 2015, will move to Publicis' Zenith agency.

By Barry Levine • Dec. 5, 2019

KFC brings back its fried chicken-scented Firelogs

The logs, made from recycled materials via a partnership with Enviro-Log, will be available exclusively on Walmart's website.

By Barry Levine • Dec. 5, 2019

McDonald's caters to devotees with 1st permanent e-commerce shop

Debuting with a holiday collection that includes tree ornaments and an ugly sweater, Golden Arches Unlimited sells gear that isn't available elsewhere.

By Peter Adams • Dec. 4, 2019

Unilever personal care brand's New York Times ad doubles as wrapping paper

Love Beauty and Planet is running a centerspread ad that can be reused as holiday wrapping paper.

By Dianna Christe • Dec. 4, 2019

Pandora's multichannel campaign highlights new features as streaming wars heat up

The service is also showcasing ad-supported services that connect brands with audiences, with Heineken as an early partner.

By Robert Williams • Dec. 4, 2019

J.M. Smucker brews marketing refresh for Folgers and 1850 Coffee

The double shot of entertaining content comes from PSOne, the CPG's dedicated agency within Publicis Groupe.

By Dianna Christe • Dec. 4, 2019

Unilever revamps CMO role to prioritize digital and become 'future-fit'

Company vet Conny Braams, EVP of Unilever Middle Europe, is stepping up as the CPG giant's first chief digital and marketing officer.

By Peter Adams • Dec. 3, 2019