Coke refreshes ‘Share a Coke’ to reach Gen Z with digital experiences

The effort includes a QR code-powered digital hub and a digital experience that can help consumers create and share videos.

By Chris Kelly • March 26, 2025

Twix ditches left-right divide for new brand position around unity

The $70 million effort acknowledges young consumers are sick of polarization and capitalizes on the growing fondness for maximalism.

By Peter Adams • March 26, 2025

Explore the Trendline➔

Multichannel Optimization

There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.

By Marketing Dive staff

Walmart builds gaming experience, merch tied to ‘A Minecraft Movie’

The launch of a Minecraft Java server and accompanying Discord presence allows consumers to interact with the retailer in an immersive way.

By Sara Karlovitch • March 25, 2025

JCPenney embraces social-first marketing with VaynerMedia hire

The department store chain will take advantage of services like a social influencer seeding offering intended to boost relevance.

By Peter Adams • March 25, 2025

Inside H&M’s digital relaunch and approach to multichannel experiences

Head of Digital Jenn Volk explains how the retailer reimagined digital to increase brand storytelling around moments like its Charli XCX collaboration.

By Chris Kelly • March 25, 2025

Estée Lauder dupes beauty sleep with Kristen Bell for global campaign

The effort promotes the brand’s Advanced Night Repair Serum as a solution for poor sleepers and will span digital, social media and retail platforms.

By Jessica Hammers • March 24, 2025

Corona embodies the spirit of the beach in new brand platform

Set to premiere on MLB’s opening day, “La Playa Awaits” features extensive sports integrations and embraces Mexican beach culture.

By Sara Karlovitch • March 24, 2025

McDonald’s mascots land in Minecraft to tap into video game fandom

New ads, meal collectibles and in-game skins see McDonaldland icons get “blockified” in anticipation of the Minecraft movie adaptation.

By Peter Adams • March 21, 2025

Hostess speaks the language of snacks with pun-heavy brand platform

The campaign, which follows a packaging overhaul, includes activations aimed at driving cultural impact, such as one timed to weed holiday 4/20.

By Peter Adams • March 20, 2025

Pizza Hut introduces second-screen mobile companion for March Madness

The digital experience can be accessed via Instagram and leverages Meta AI to dish out real-time game reactions, hot takes and exclusive offers.

By Aaron Baar • March 20, 2025

Inside Puma’s new brand positioning and largest global campaign to date

The sportswear company will increase marketing investments by 40% in support of a campaign, “Go Wild,” that was created by Adam&eveDDB.

By Chris Kelly • March 20, 2025

How Unilever’s AI marketing bets are increasing production efficiency

The CPG’s beauty and well-being group was the first to pilot technology that has also delivered an increase in purchase intent for some brands.

By Peter Adams • March 19, 2025

How Nature’s Sunshine cuts through ‘label candy’ in the supplement space

The pioneering purveyor of herbal supplements relied on agency partner Crispin to create its first integrated brand platform.

By Chris Kelly • March 19, 2025

Macy’s cracks into scripted TV as brand, entertainment converge

The retailer has secured the exclusive option to adapt a nonfiction bestseller that profiles the women who shaped department stores.

By Peter Adams • March 18, 2025

Coke Zero Sugar applauds sports fans’ hard work in March Madness campaign

The brand is extending its “Best Coke Ever?” platform with an effort spanning TV, out-of-home, experiential and a Coke Zero Sugar Thirsty Fan Cam.

By Jessica Hammers • March 18, 2025

Why Icy Hot evolved from function to fun in first work by The Martin Agency

Brand ambassador Shaquille O’Neal embraces a new role as the leader of “The Comeback Cavalry” in a campaign aimed at everyday athletes.

By Chris Kelly • March 18, 2025

PepsiCo buys prebiotic soda brand Poppi for nearly $2B

The deal boosts the food and beverage giant’s health-focused portfolio as consumers demand more better-for-you options.

By Chris Casey • March 17, 2025

Peroni puts nonalcoholic beer in the driver’s seat for racing tie-in

The campaign comes as Peroni’s parent company looks to expand its portfolio of nonalcoholic options during a period of market growth.

By Sara Karlovitch • March 17, 2025

DraftKings sings along to ‘The Gambler’ in responsible gaming push

The gambling company’s multimillion-dollar effort pairs a Kenny Rogers classic with branding support from the NFL, NBA and the PGA Tour.

By Chris Kelly • March 14, 2025

How the National Women’s Soccer League embraces its challenger brand DNA

A Gen Z-centered content partnership with Overtime speaks to how sports content and social media are becoming a potent pairing for marketers.

By Chris Kelly • March 14, 2025

Morgan Stanley’s CMO on bringing brand purpose to life through sports

The exec details a deal with basketball league Unrivaled and shares lessons learned from the brand’s 10 years at the PGA’s Players Championship.

By Chris Kelly • March 13, 2025

Marketing leaders share how consumer backlash strengthened their brands

Speaking at a Female Quotient event during SXSW, Jaguar Land Rover’s U.S. CMO discussed navigating the response to a recent rebrand.

By Peter Adams • March 13, 2025

Estée Lauder continues generative AI push with Adobe integration

The marketer will bring Adobe Firefly Services into its existing Adobe Creative Cloud workflows to increase efficiency and accelerate campaign execution.

By Chris Kelly • March 12, 2025

How State Farm pivoted its Super Bowl ad to March Madness and beyond

The insurer and agency Highdive developed a Batman-powered campaign that was originally meant to kick off during the big game.

By Chris Kelly • March 11, 2025

Clorox tests emotional response to cleaning for new brand platform

Consumers’ response to cleaning versus feel-good activities was measured by Emotiv for creative spanning TV, influencers and social media.

By Jessica Hammers • March 11, 2025