Brand safety comes second amid macro uncertainty: Here’s what the numbers say

Twenty-one percent of advertisers report no plans to align marketing with social issues this year, up five points from 2024, per Advertiser Perceptions.

By Sara Karlovitch • May 9, 2025

Mountain Dew touts new logo with tattoo sweepstakes, TikTok Shop exclusive

The PepsiCo brand is celebrating its refreshed logo hitting store shelves this week with a social media giveaway and collaboration with Dickies. 

By Jessica Hammers • May 8, 2025

Explore the Trendline➔

Top 5 stories from Marketing Dive

From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here's a look at key trends driving marketing in 2025.

By Marketing Dive staff

Inside Disney’s ad playbook as streaming becomes ‘core growth platform’

Brands including Lysol, Amex and Poppi are taking advantage of advertising offerings from the media giant as it prepares for its upfront presentation.

By Chris Kelly • May 8, 2025

‘For every AI, there’s an NFT’: Burger King’s ex-CMO shares lessons learned

Pat O’Toole, now chief marketer at youth-enrichment company Unleashed Brands, explains how the CMO role continues to evolve.

By Chris Kelly • May 8, 2025

How Sprite surpassed Pepsi by living and breathing pop culture

The brand recently launched Sprite Squad, a text-and-scan activation that gives consumers access to digital experiences tied to cultural passions.

By Chris Kelly • May 7, 2025

5 years of media evolution provide few answers to brands’ chaotic 2025

Planning around tariff disruption echoes the pandemic, a moment the industry did not always meet with agility or savvy investment decisions. 

By Peter Adams , Julia Himmel • May 6, 2025

Little Spoon bridges the generation gap with Barney integration

The subscription-based baby food brand is tapping into ‘90s nostalgia to appeal to new parents.

By Sara Karlovitch • May 6, 2025

Why QVC is targeting Gen X with a TikTok livestream shopping event

The event is part of the network’s efforts to meet the older generation where they already are, said Vice President of Brand Marketing Annette Dunleavy.

By Jessica Hammers • May 6, 2025

Brawny brings back the Brawny Man for brand refresh

A new campaign includes always-on social content, influencer partnerships and real-time engagement across TikTok, Instagram and Facebook.

By Chris Kelly • May 5, 2025

Campaign Trail: Seattle’s Best Coffee makes days smoother with humor

The Nestlé brand and agency Haymaker tapped Joel McHale and director Neal Brennan for its first national push in more than six years.

By Chris Kelly • May 2, 2025

Heineken promotes a world without social media with creators, Joe Jonas

“Social off Socials” is meant to inspire consumers to unplug and also includes tie-ups with creators like Dude with Sign, Lil Cherry and Paul Olima.

By Aaron Baar • May 1, 2025

Pantene turns Alix Earle’s viral TikTok post into collection, campaign

The P&G brand tied up with a popular creator who raved about the effectiveness of an expired bottle of Pantene found in her family’s shower. 

By Jessica Hammers • May 1, 2025

‘We’re not just a hot cup company’: What’s next for Stanley

Can the water bottle brand live past its virality? Global President Matt Navarro says it already has.

By Cara Salpini • May 1, 2025

How Keebler’s ‘elf-vertising’ experiences bridge the physical-digital gap

The Ferrero-owned brand is bringing its iconic Hollow Tree to life in ads and experiences to promote the new E.L. Fudge Choco Vanilla Cookie.

By Chris Kelly • May 1, 2025

Why 818 Tequila tapped a NASCAR driver to accelerate cultural marketing

CMO Kathleen Braine explains how partnering with trailblazing driver Toni Breidinger helps boost the reach of the Kendall Jenner-founded brand.

By Chris Kelly • April 30, 2025

Chipotle brings trading card mania to Roblox with new experience

Ingredient Quest capitalizes on renewed interest in brands like Pokémon and card-pull social media videos of fans uncovering rare finds.

By Peter Adams • April 29, 2025

Sephora stakes its claim in skin care with multichannel campaign

Made with TBWA\Chiat\Day LA, “Skin Obsessed” riffs on the realities of complex self-care routines and spans CTV, online video and more.

By Jessica Hammers • April 29, 2025

7-Eleven teams with Live Nation for nostalgic music festival activations

Immersive, social-first activations are intended to be reminiscent of in-store experiences as the chain works to connect with consumers around culture.

By Chris Kelly • April 28, 2025

NFL, Adobe team up for AI-powered league and fan-generated content

Adobe’s applications will support the league in bringing more personalized content to owned channels, including the NFL OnePass app. 

By Jessica Hammers • April 24, 2025

Powerade celebrates next generation of soccer stars in global campaign

The Coca-Cola-owned brand iterates on its “Pause is Power” platform to prepare for major soccer events over the next four years.

By Chris Kelly • April 24, 2025

Peloton CMO departs as fitness brand shakes up marketing group

Lauren Weinberg oversaw initiatives including a campaign that tried to appeal to millennial men through a partnership with the NFL’s Watt brothers. 

By Peter Adams • Updated April 24, 2025

Jim Beam ages its marketing strategy for the budget-minded consumer

The Suntory brand is attempting to expand its consumer base and versatility by promoting Jim Beam Black and building off of its 2024 marketing strategy.

By Sara Karlovitch • April 24, 2025

Axe leans on Pete Davidson’s wisdom to help men level up their rizz

The actor-comedian will host an Ask Me Anything-like discussion on Instagram and stars in a new ad giving a shorter individual a confidence boost.

By Peter Adams • April 23, 2025

Do the upfronts still matter?

The annual ad-buying bonanza can’t survive on nostalgia and sports alone and needs to modernize, says Juice Media CEO Mark Zamuner.

By Mark Zamuner • April 23, 2025

Zaxbys’ CMO on breaking through the chicken category with ‘sauce’

The chain’s first work from Goodby Silverstein & Partners introduces a brand character that speaks to both signature sauces and cool charisma.

By Chris Kelly • April 23, 2025