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.

Pepsi’s latest NFL blitz underscores larger marketing shift at soda giant

New ads star Josh Allen and Justin Jefferson as Crashers who swap rival sodas for Pepsi, a concept that will be translated to real tailgate experiences.

Updated Sept. 3, 2025

Cracker Barrel: Another case of the blanding of branding

Restaurants must engage core and growth audiences to understand what they value and which brand equities to protect, evolve or retire, writes Jon Shapiro, chief creative officer of brand experience at PV&COHO.

Keurig Dr. Pepper bets big on college football with help from Disney

Mixed reality elements from the Dr. Pepper “Fansville” episodic campaign will be integrated into live college football broadcasts on ESPN and ABC.

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.

How DSW’s new brand platform showcases the fun of in-person shopping

A newly remodeled store features a “try-on zone” that uses augmented reality mirrors to show how consumers can style shoes with different clothes.

Depop eyes larger US presence with ads touting style ‘Depopelgangers’

The online fashion reseller’s “Where Taste Recognizes Taste” campaign spans OOH, CTV, audio and paid social across TikTok, Meta and Pinterest.

Bud Light touts ultimate tailgating machine with ‘90s-style infomercial

The brewer teamed with Traeger Grills for a keg-meets-grill creation that features in a social spot starring NFL players Baker Mayfield and George Kittle.

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.

Jägermeister defends ice-cold shots with arcade-inspired video game

Alongside the brand’s Stag mascot, players of the web-based game must defeat “anti-fun bad guys” looking to impede on a night of drinking. 

Archer’s first national ad campaign pledges to ‘Stick to Real’

The meat snack maker founded in 2011 is building off an extensive brand refresh and 90% surge in sales with ads that challenge modern absurdity. 

Updated Aug. 28, 2025

TikTok spotlights its influence on music culture for global campaign

“See Where Music Takes You” includes a spot set to “Love Me Not,” the hit song by Ravyn Lenae, whose success on TikTok helped launch her career.

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.

Jersey Mike’s pits Eli Manning against Danny DeVito in NFL activation

The well-known personalities clash in the first major creative push from the chain since becoming an official NFL sponsor in early 2025.

BetMGM’s CMO on how its brand repositioning unites gaming, entertainment

To separate from the pack, the sports-betting platform is launching a Las Vegas-inspired brand refresh with ads starring Jon Hamm.

H&R Block doubles down on social marketing amid modernization push

The tax-preparation firm is uniting its social creative and media duties under VaynerMedia, a move it says will enable more agility and performance.

Little Caesars dials up NFL marketing with deals, co-branded campaign

The pizza chain is also flexing partnerships with football stars like Saquon Barkley for its fourth year as the Official Pizza Sponsor of the league.

White Castle sponsors NIL-focused podcast to engage football fans

The series hosted by sibling football standouts Caleb and Josh Downs will unpack viral trends and the intricacies of brand building.

CarMax ditches longtime tagline, repositions brand around omnichannel

The “pivotal” brand shift includes ads featuring a comedic house band singing about how CarMax lets customers shop the way they “wanna.”  

Applebee’s appoints marketing, operating chiefs

Following a strong Q2, Dine Brands will bring on Michelle Chin as CMO and Jerrold Wong as COO to extend the chain’s recent successes.

Macy’s partners with Amazon for retail ads ahead of holiday season

The retailer will pilot Amazon Retail Ads Service, which allows the tech giant to serve as a third-party provider of ad-serving capabilities.

Circana acquires Nielsen MMM to grow measurement capabilities

The move enables the data analytics company to address everything from media planning and targeting to optimization and post-campaign analysis.

RXBar, Hidden Valley see marketing opportunity in summer travel chaos

The packaged foods brands are running separate promotions that help cover the costs of flying and canceled trips amid a busy season. 

Walmart’s booming ad business provides ‘flexibility’ amid tariff impact

Continued momentum for retail media offerings like Connect is helping drive profits and will remain “obviously key,” executives said.

Marketing to American soccer fans: Here’s what the numbers say

Approximately 75% of Americans are interested in soccer, with 45% saying their interest is increasing, according to data from The Harris Poll.