IHOP in-houses creative as part of bid to return to cultural relevance

The diner chain is also in-housing social duties under new marketing leadership after previously working with The Brand Amp. 

By Peter Adams • Feb. 26, 2025

Retail media’s impact on holiday advertising rises: Sensor Tower

The category delivered record ad impressions last year, with specialty retailers like Chewy and non-retailers like Uber seeing the largest gains. 

By Peter Adams • Feb. 25, 2025

Explore the Trendline➔

Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

How Powerade’s March Madness campaign takes aim at Gatorade

CMO Tom Gargiulo explains how “It Takes More To Get This Far” seeks to build on the Coca-Cola brand’s recent momentum.

By Chris Kelly • Feb. 25, 2025

Campaign Trail: Sprite locks in NBA stars Anthony Edwards, Kevin Garnett

Johannes Leonardo helped craft a social-first campaign that captures true-to-life conversations between stars from different generations.

By Chris Kelly • Feb. 21, 2025

Dove’s first crack into humorous ads riffs on ‘moist’ aversion

A new spot sees the Unilever brand experiment beyond purpose-driven marketing and will extend to social platforms like YouTube and Instagram.

By Peter Adams • Feb. 20, 2025

Why Dollar Shave Club picked a CRM purpose-built for consumer brands

A new offering from Klaviyo is billed as the only customer relationship management platform built for consumer brands, not B2B firms.

By Chris Kelly • Feb. 20, 2025

27% of CMOs remain reluctant to adopt generative AI: Gartner

A similar share of those surveyed see little to no benefit from the technology when it comes to cost reduction, customer service and scalability.

By Peter Adams • Feb. 19, 2025

Nike launches brand with Kim Kardashian’s Skims

Nike’s partnership with Skims builds on a yearslong effort to connect more deeply with female shoppers.

By Cara Salpini • Feb. 18, 2025

On and Elmo encourage a softer approach to running

The athletic brand’s campaign takes a gentle approach to sports, in contrast to Nike’s recent focus on the costs of winning.

By Aaron Baar • Feb. 18, 2025

How Coca-Cola is marketing Simply Pop, its first prebiotic soda

As consumers increasingly reach for better-for-you options, the beverage giant is entering a market dominated by brands like Poppi and Olipop.

By Chris Kelly • Feb. 18, 2025

Chili’s rides with NASCAR, Lifetime to push margaritas with music, TV

Two very different campaigns look to broaden the company’s consumer base in an effort to continue its wave of success.

By Sara Karlovitch • Feb. 13, 2025

True Religion centers on authenticity for ‘Own Your True’ brand platform

The effort includes a tie-up with pop star Anitta and comes weeks after private equity firm Acon Investments bought a controlling stake in the brand.

By Aaron Baar • Feb. 13, 2025

How CeraVe’s latest culture-hacking campaign brings ‘medutainment’ to ‘SNL’

The L’Oréal skincare brand is returning to its influencer-heavy Super Bowl marketing playbook from last year to boost a new anti-dandruff product.

By Chris Kelly • Feb. 13, 2025

Califia Farms drops purpose-driven ‘Green Album’ to boost plants, people

The plant-based beverage brand teamed with actor Chris O’Dowd for a collection of positive affirmations and its latest campaign.

By Chris Kelly • Feb. 12, 2025

Welch’s CMO on shaking off staid marketing, embracing experiential

Scott Utke, who says Welch’s previously underspent on marketing, has led an ambitious rebrand and is in the midst of retooling its agency roster. 

By Peter Adams • Feb. 12, 2025

Adidas tackles sports sideline pressures with ‘You Got This’ campaign

An effort launching just days after rival Nike’s splashy Super Bowl ad features star athletes and amateurs overcoming moments of self-doubt.

By Peter Adams • Feb. 11, 2025

Just did it: Women-focused Super Bowl LIX ads score as other marketers falter

Nike’s first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing.

By Peter Adams , Chris Kelly • Feb. 10, 2025

Super Bowl LIX: Analyzing the game’s advertising and engagement data

The big game's ads, broken down by key stats reflecting cost, reach, performance and more.

By Sara Karlovitch • Feb. 10, 2025

Hellmann’s brings Super Bowl ad sandwich to Roku via shoppable ads

Continuing its nods to “When Harry Met Sally,” the brand will utilize the first shoppable custom recipes on the platform in partnership with Walmart.

By Aaron Baar • Feb. 10, 2025

Coke rolls out an ice cream truck to boost new orange cream flavor

Soundtracked by Mariah Carey’s “Fantasy,” ads for the latest launch tap into childhood nostalgia.

By Chris Kelly • Feb. 10, 2025

Post-game huddle: What I learned from advertising’s big game

Chief Creative Officer of PepsiCo Foods US shares some thoughts for the morning after Super Bowl.

By Chris Bellinger, Chief Creative Officer - PepsiCo Foods US • Feb. 10, 2025

Campaign Trail: Coca-Cola travels across decades to tell a family story

Led by agency Majority, the “Westside’s Finest” campaign captures how the marketer’s portfolio and the world have evolved over the years.

By Chris Kelly • Feb. 7, 2025

Häagen-Dazs’ ‘Fast & Furious’ Super Bowl debut scores with star wattage

Winning Super Bowl campaigns usually revolve around strong storytelling, distinctive brand assets, a sense of humor and pop culture references.

By Peter Adams • Feb. 6, 2025

Breaking into the big game: Tips for first-time Super Bowl advertisers

The real winners in big game advertising aren't crowned during the game, but they're revealed in the months that follow, said 5WPR’s Ronn Torossian.

By Ronn Torossian • Feb. 6, 2025

As Super Bowl’s cultural cachet grows, brands look beyond in-game ads

Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.

By Chris Kelly • Feb. 6, 2025