The Latest
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Some blue-chip brands see loyalty drop precipitously during pandemic, survey finds
As consumers adjust to a "new normal," an annual ranking of brand loyalty adds the most newcomers ever while some previous stalwarts disappear.
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Retrieved from Anna Sui on September 17, 2020
Sparkling water brand Spindrift appears on upcycled hats at New York Fashion Week
With the brand showing up in Anna Sui's collection, it could fortify its sustainability bona fides — a crucial issue for young consumers.
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Walmart reportedly in talks to join Oracle's proposed stake in TikTok
The retailer is now expected to partner with Oracle on the deal, giving it access to a platform that has potential in e-commerce and advertising, as it works to keep pace with Amazon.
UPDATED: Sept. 17, 2020 at 10:47 a.m. -
Courtesy of Spotify
Spotify bands together music and podcasts in global multichannel campaign
"Music, Meet Podcasts" arrives as competition heats up with Amazon announcing the addition of podcasts to its streaming music offering.
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Courtesy of McDonald's
McDonald's app offers mock insurance to drive trial of new spicy McNuggets
The promotion that includes a 40-minute Instagram video of Anthony "Spice" Adams reflects the chain's focus on drive-thru, delivery and digital as it ramps up marketing spend.
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Retrieved from TikTok on August 14, 2020
Deep DiveHow Oracle's TikTok deal could shake up social media
The enterprise technology firm does not have an established stake in the space, which might help the video-sharing app retain outsider status while opening new capabilities in areas like search.
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Magna: Digital platforms like Amazon remain resilient amid overall ad spending declines
While traditional media faces a bigger blow than during the Great Recession, digital heavyweights are notching gains as e-commerce and streaming are enshrined in consumer habits.
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Google expands media-buying services as connected TV's importance grows
With the pandemic only compounding media buying's existing troubles, a potential opportunity has opened for digital platforms like Google to gain a stronger foothold.
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Courtesy of Belvedere
Belvedere's new brand platform ties ingredient simplicity to nature
The LVMH spirits maker is taking a product-oriented creative approach to showcase how its vodka reflects the values ingrained in its origin story.
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Courtesy of Miller Lite
Miller Lite turns beer cans into antennas for watching football
As more fans stream live sports this season, the beer brand is helping them watch digital TV — without turning to illegal streaming sites it parodied on social media.
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Courtesy of Gap Inc.
ColumnCampaign Trail: Gap leans on brand heritage in unity-focused campaign
The first effort from new CMO Mary Alderete showcases Gap's philosophy of "American optimism" and aims to amplify voices through voter education.
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Nielsen cuts neuromarketing research amid pandemic
It's unclear whether this is a harbinger of more cutbacks in the neuromarketing space as difficulties recruiting subjects for in-person tests continue.
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Courtesy of Lay's
Lay's 'Smiles' packaging returns as counterpoint to masked and unhappy faces
By showing the smiles of everyday people who help their communities, the rebooted campaign takes on new relevancy during the pandemic.
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Courtesy of California Milk Processor Board
'Got milk?' creators tap 'Black-ish' star for bilingual positive news series
By tapping "Hollywood's youngest executive producer" along with notable kidfluencers, the California Milk Processor Board seeks to engage Gen Z with timely content marketing.
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Permission granted by Walmart
Walmart homes in on family, community in first ad push for Walmart+
Called "A Different Kind of Membership," the multichannel campaign features 22 diverse families and focuses on reclaiming precious time lost to shopping.
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Courtesy of Pepsi
Pepsi creates team-specific videos, contests and packaging for homebound NFL fans
Local fan traditions — some more infamous than others — are the focus of an effort addressing how showing team spirit might be different this year.
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Citi elevates brand officer to marketing chief as it looks to unify operations
Carla Hassan will oversee a new group streamlining Citi's marketing functions — a move that's grown increasingly common at large companies.
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Permission granted by Snap
Gen Z shows higher ad recall than older age groups, Snap study finds
The cohort's higher rate of brand preference and shorter attention spans suggest both a challenge and opportunity for marketers to connect with this valuable audience.
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Courtesy of Crown Royal
Crown Royal enlists singers Ari Lennox, Anthony Ramos to help venues hurt by COVID-19
Proceeds from the duo's cover of iconic song "If You Want Me To Stay" will go toward uplifting businesses on the verge of shutting down.
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Deep Dive
Sports marketing is no longer the safe bet, but bolder brands could win out
NFL season kickoff might serve as a litmus test for how the space realigns as it grapples with the dual forces of a pandemic and widespread civil unrest.
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Courtesy of Babe Wine
Babe Wine creates candles with jockstrap, nacho and grass scents for NFL kickoff
In partnership with accessory maker Ryan Porter, the official wine sponsor of the NFL wants to re-create the smells of the game for remote football fans.
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Courtesy of Lowe's
Lowe's unites NFL fans with 'Home Team' player tie-up
Capitalizing on sports fans' enthusiasm looks different this year as the home improvement retailer's campaign focuses on communities and fans' homes.
