Top takeaways from Advertising Week 2025 marketers need to know

Leading marketers like PepsiCo and Kraft Heinz delved into topics including culture-led marketing and artificial intelligence at the annual conference.

By Chris Kelly , Peter Adams , Jessica Hammers , Sara Karlovitch • Oct. 23, 2025

True Religion targets women, college sports fans in holiday campaign

The brand doubles down on the growing intersection of fashion and sports in its first holiday campaign since being acquired earlier this year.

By Jessica Hammers • Oct. 23, 2025

Cava ties gaming culture to loyalty rewards with Clix collaboration

A partnership with the pro Fortnite player centers on a Cava Pass Challenge that looks to drive more people to the chain’s newly revamped loyalty program.

By Peter Adams • Oct. 17, 2025

Lysol taps Snooki for social campaign promoting the ‘StinkCheck’

The Reckitt-owned brand is marketing its Lysol Air Sanitizer via social videos that advise consumers how to cope with loved ones’ odorous passions.

By Aaron Baar • Oct. 16, 2025

E.l.f. Cosmetics first to test Twitch’s new livestream shopping ads

A new integration powered by Amazon Ads’ retail media data is meant to drive “more measurable business outcomes” for E.l.f. on the platform. 

By Peter Adams • Oct. 16, 2025

Herbal Essences taps into infomercial nostalgia to serve ‘scent traps’

The P&G hair care brand enlists “Love Island” star Amaya Espinal to celebrate the power of scent in digital and out-of-home ads.

By Chris Kelly • Oct. 15, 2025

Why Target is embracing social-first marketing for its Woolrich collab

A campaign promoting the design partnership shifts from studio-shot imagery to lifestyle-oriented visuals and storytelling driven by influencers.

By Peter Adams • Oct. 14, 2025

Gap Inc. recruits micro-influencers for new affiliate program

On the heels of its “Better in Denim” campaign, the apparel retailer is turning to community connections to burnish its cultural influence.

By Daphne Howland • Oct. 10, 2025

Axe’s latest swing: When TikTok absurdism meets brand design

To engage its Gen Z and Gen Alpha consumers, the Unilever brand went beyond social listening for a more collaborative process with a creator.

By Chris Kelly • Oct. 10, 2025

How brand expectations for creator AORs are evolving as investment grows

Executives from Unilever, Gap and Marriott are increasingly focusing on agency partners who can deliver on performance and high-level strategy.

By Jessica Hammers • Oct. 8, 2025

Inside CeraVe’s social-first partnership with the NBA

The L’Oréal-owned brand will promote the alliance, which includes experiential and digital activations, with a social-based teaser phase.

By Chris Kelly • Oct. 6, 2025

Motto by Hilton gives travelers ‘main character energy’ in social series

Inspired by choose-your-own-adventure video games, “Guest Quests” features influencers Hannah Berner, Connor Wood and Kordell Beckham.

By Peter Adams • Sept. 26, 2025

Sephora cozies up to beauty creators with new affiliate program

My Sephora Storefront allows U.S. influencers to build shoppable digital storefronts and arrives as sales from affiliate marketing continue to grow.

By Jessica Hammers • Sept. 23, 2025

Temptations, People honor hot cat dads in Sexiest Man Alive issue

The Mars Petcare brand is sponsoring a new category in the reader’s choice version of the special issue that tends to generate online chatter.

By Peter Adams • Sept. 22, 2025

How Lee’s new brand platform reasserts its denim authority

“Built Like Lee” celebrates the heritage of a brand founded in 1889 and is the first expression of a creative vision meant to resonate with a new generation.

By Jessica Hammers • Sept. 22, 2025

PepsiCo’s Bubly gets low with Apple Bottoms jean collaboration

The social-first campaign was created by PepsiCo’s in-house agency and includes paid support across social and influencer collaborations.

By Chris Kelly • Sept. 19, 2025

Journeys remixes ‘90s hit for debut of ‘Life on Loud’ brand platform

A reimagining of New Radicals’ “You Get What You Give” includes a music video that features micro- and mid-level influencers as background actors.

By Jessica Hammers • Sept. 15, 2025

How Häagen-Dazs evolved its Super Bowl campaign into a brand platform

The brand has worked with an agency team including Nice&Frank, The Door and Spark Foundry to find unique ways to get out its “Slow” message.

By Chris Kelly • Sept. 11, 2025

Pampers prioritizes emotional storytelling for new campaign, brand ethos

Launched with a tear-jerking ad around the NFL’s opening weekend, “Behind Every Baby” features several social-first elements like influencer partnerships.

By Peter Adams • Sept. 8, 2025

American Eagle’s celebrity marketing drew outcry — and new customers

The brand defended its controversial ads with Sydney Sweeney, claiming the campaign contributed to “unprecedented” customer acquisition.

By Peter Adams • Sept. 4, 2025

Inside Peach & Lily’s unconventional influencer marketing strategy

The skin care brand sent unbranded versions of its product to creators for a campaign that generated engagement five-times higher than previous efforts.

By Jessica Hammers • Sept. 4, 2025

How legacy CPG brands can crack the social-first marketing code

Ten-figure acquisitions, new agency experiments and organizational changes are underway, but the real key may be relinquishing a sense of control.

By Peter Adams • Sept. 3, 2025

Johnnie Walker strikes a bolder note with Sabrina Carpenter partnership

Announced around the release of the singer’s new album, the multiyear pact is part of the whisky maker’s efforts to better appeal to young consumers.

By Peter Adams • Sept. 2, 2025

American Eagle’s Travis Kelce collab extends celebrity-led marketing streak

A capsule collection with the NFL star’s Tru Kolors brand features high-impact outdoor, podcast and social media buys.

By Peter Adams • Aug. 27, 2025

How Celsius is building on brand campaign success with college football

CMO Kyle Watson explains how the energy drink is stepping up NIL efforts as part of a “Live. Fit. Go” effort that kicked off in June.

By Chris Kelly • Aug. 27, 2025