Campaign Trail: Hi-Chew imagines a fruit-full world with Gen Z in mind

Crafted with creative agency Gigasavvy, the cult-favorite candy brand's new spot asks young consumers to "Choose Different. Choose Fun."

By Chris Kelly • Sept. 29, 2023

Heinz jumps on Taylor Swift’s ‘seemingly ranch’ moment with new condiment

To capitalize on a viral moment around the singer’s visit to an NFL game, the brand and agency Rethink came up with a new sauce in less than 24 hours.

By Chris Kelly • Sept. 28, 2023

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Peet’s Coffee plans ‘Disloyalty Program’ for National Coffee Day

The coffee brewer on Sept. 29 will accept rewards points from rivals like Starbucks and Dunkin’ in an attempt to bolster its own loyalty program.

By Aaron Baar • Sept. 28, 2023

Lexus aims to reach ‘new modern family’ with TX crossover rollout

The Toyota-owned luxury automaker enlisted a trio of agency partners to craft ads targeted at a diverse range of consumers. 

By Peter Adams • Sept. 28, 2023

Tazo taps Issa Rae to celebrate independent cafes

Participating cafes will receive financial and marketing support from the Unilever-owned tea brand.

By Chris Kelly • Sept. 28, 2023

Samuel Adams brews up scares for return of OctoberFest

As part of “Beer Fest, Fear Fest,” consumers are tasked with holding a full glass of beer through a series of jump scares.

By Sara Karlovitch • Sept. 28, 2023

Ritz-Carlton artfully depicts guests’ self-enrichment journeys in brand refresh

Developed with longtime agency partner Team One, “Leave Better” pushes against hotel ad tropes and follows the chain’s wide-ranging digital overhaul.

By Peter Adams • Sept. 27, 2023

Blue Moon’s brand update boosts the craft beer’s mass appeal positioning

New packaging designed to better unify the line of beers will arrive in February and be featured in an expanded “Made Brighter” marketing campaign.

By Sara Karlovitch • Sept. 27, 2023

57% of enterprise marketers use AI in email campaigns, survey says

The number is twice what it was a year ago, with content personalization and retargeting the most popular use cases.

By Aaron Baar • Sept. 27, 2023

Grubhub expands Snoop Dogg-starring effort on tail of international success

Extending to the U.S., “Did Somebody Say” generated 4 million views in the first three days of its U.K. premiere.

By Sara Karlovitch • Sept. 26, 2023

Fruit of the Loom’s fruit mascots return to refresh brand’s TikTok strategy

The 172-year-old brand wants to develop a more meaningful connection with Gen Z, which came of age during the characters’ TV heyday.

By Peter Adams • Sept. 26, 2023

Paramount, CBS launch sports creator studio ahead of Super Bowl LVIII

The CBS Sports Creator Studio connects brands with sports influencers and creators for a range of content strategies.

By Aaron Baar • Sept. 25, 2023

Mattel’s Hot Wheels ignites ‘challenger spirit’ with cinematic ad

A communications platform crafted with BBH USA markets the toy brand as more than fun and as a catalyst to help kids build resiliency.

By Chris Kelly • Sept. 25, 2023

Diesel partners with DressX on collection for Meta Avatars

Digital wearables of sneakers, denim jackets, jeans and more are available through Instagram, Facebook, Messenger and Quest VR online stores.

By Xanayra Marin-Lopez • Sept. 21, 2023

Adidas puts fresh foot forward with global campaign honoring Trefoil icon

A new advertising effort and overhaul of the Trefoil’s visual scheme are meant to herald a “new era” for the embattled sportswear brand.

By Peter Adams • Sept. 21, 2023

Bacardí mixes up scares in new Halloween campaign

New spots nod to classic horror films such as “Poltergeist” and “The Shining” as part of a campaign that includes Spotify and Snapchat elements.

By Sara Karlovitch • Sept. 21, 2023

Green Giant taps Corn Kid’s enthusiasm for first national campaign in 7 years

Developed with agency GYK Antler, the B&G Foods label’s latest effort doubles down on its work with the viral internet sensation.

By Peter Adams • Sept. 20, 2023

NYX turns Gen Z stars into Universal Monsters for Halloween campaign

The “Mon-Star Bash” brings together influencers, an original song and Roblox as the makeup brand looks to engage with digitally native consumers. 

By Chris Kelly • Sept. 19, 2023

Captain Morgan leads NFL fans on season-long scavenger hunt

The star-studded “Follow the Captain” effort has fans searching for QR codes in its advertisements over the course of the football season.

By Sara Karlovitch • Sept. 19, 2023

Frito-Lay enrolls Megan Thee Stallion at Flamin’ Hot University

A campaign around a fictitious university — “FU” for short — includes online courses, merch and scholarship funds.

By Chris Kelly • Sept. 19, 2023

How Chamberlain Coffee aims for broad appeal while catering to Gen Z

Already a big deal on social media, the beverage brand wants wider name recognition with consumers outside of its staple Gen Z fanbase.

By Chris Casey • Sept. 18, 2023

Ikea streamlines global brand marketing under IPG’s McCann

The Swedish retailer wants to develop a more consistent voice, with new creative expected in spring 2024.

By Peter Adams • Sept. 18, 2023

Peet’s Coffee brews large integrated campaign with Mischief

By teaming up with the agency, the brand has an opportunity to carve out a niche among coffee drinkers amid marketing efforts from its competitors.

By Sara Karlovitch • Sept. 18, 2023

Airbnb’s marketing touts short-term rental benefits amid tighter local restrictions

As New York City tightens the belt on short-term rentals, the disruptor company’s global ad campaign touts its benefits over conventional hotels.

By Aaron Baar • Sept. 18, 2023

Walmart Connect bows Sponsored Video ads to drive holiday inspiration

The format is aimed at driving awareness, consideration and conversions as customers ramp up gift searches for the season.

By Peter Adams • Sept. 15, 2023