Hellmann’s quadruple dips on Super Bowl with ‘most impactful’ ad yet

The Unilever marketer will run a 30-second spot developed with agency Wunderman Thompson that plans to combat food waste. 

By Peter Adams • Dec. 5, 2023

Smirnoff celebrates connection in new global campaign

Inspired by data that found a decrease in emotional connection, the Diageo vodka brand wants to spark feelings of togetherness.

By Sara Karlovitch • Dec. 5, 2023

Explore the Trendline➔

Top 5 stories from Marketing Dive

A look at how marketers are responding in a year marked by culture wars, economic uncertainty and the generative AI juggernaut.

By Marketing Dive staff

What Coca-Cola’s generative AI experiments mean for the brand’s future

Selman Careaga, president of the global Coca‑Cola category, detailed how the brand balances artificial and human intelligence.

By Chris Kelly • Dec. 5, 2023

Bud Light teams with NFL legends on ad for Super Bowl LVIII giveaway

A new ad starring Peyton Manning and Emmitt Smith timed to the NFL playoffs kicks off the brand’s biggest Super Bowl ticket giveaway to date.

By Jessica Deyo • Dec. 4, 2023

Hilton CMO on why its ‘For the Stay’ campaign is the hotel’s ‘Just Do It’

Mark Weinstein shared the inspiration behind the marketing platform, the story of the company’s 10-minute TikTok and strategy tips for marketers.

By Noelle Mateer • Dec. 4, 2023

Why Domino’s is awarding half a million dollars in snow plowing grants

Chief Brand Officer Kate Trumbull explained how the chain’s latest effort shows off an “experienced by few, seen by many” ethos.

By Chris Kelly • Dec. 4, 2023

Becoming a powerhouse in the creator economy: A guide for brands

Navigate the evolving creator economy with insights from Artlist's Trend Report 2024.

Dec. 4, 2023

Marketing can’t just be diverse–it has to be diverse-first

Diverse-first marketing is a missed opportunity that will narrow customer bases and limit future growth--unless organizations can learn to embrace it.

By Parker Morse • Dec. 4, 2023

Bath & Body Works drops 10-foot candle to help holiday shoppers unwind

The installation is part of a new creative platform centered on reconnecting with the senses amid daily stressors like rush hour traffic and work emails.

By Peter Adams • Dec. 1, 2023

Campaign Trail: How Steak-umm deepfaked real vegans into meat eaters

Created with agency Tombras, “DeepSteaks” arrives as generative AI makes it even easier for bad actors to manipulate peoples’ likenesses.

By Chris Kelly • Dec. 1, 2023

Mars brand Excel Gum uses ASMR to relieve studying stress

Running in Canada, the “Excel Study Beats” program leverages creators to share soothing gum content across TikTok, YouTube and Spotify.

By Aaron Baar • Nov. 30, 2023

Gillette encourages gamers to ‘hit reset’ for global campaign

The marketer’s long-running Gillette Gaming Alliance will be active on Twitch, YouTube and social media to share gaming content and grooming tips.

By Jessica Deyo • Nov. 30, 2023

Geico Gecko serves as on-set consultant for Netflix’s ‘Leo’ in co-branded ads

The first such partnership for the streamer’s ad-supported tier is a sign Netflix is striking more involved brand deals a year after launching the offering.

By Peter Adams • Nov. 30, 2023

McDonald’s reinvents McNugget Buddies for streetwear-minded adults

The chain teamed with Kerwin Frost to reinvent the iconic Happy Meal collectibles, which will land on Instagram and be part of a Snapchat AR lens.

By Chris Kelly • Nov. 29, 2023

Cheez-It amps up Citrus Bowl sponsorship with in-stadium barbershop, spa

A TikTok challenge for showing off brand-inspired game day looks rounds out the college football play from the Kellanova brand.

By Peter Adams • Nov. 29, 2023

How the best marketing campaigns of 2023 mastered pop culture nostalgia

Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

By Chris Kelly , Sara Karlovitch , Jessica Deyo • Nov. 29, 2023

How Walmart’s shoppable rom-com bridges holiday content, commerce

Ads on TikTok, Roku and YouTube showcase an assortment meant to balance “inspiration and impulse” for the season, according to CMO William White.

By Peter Adams • Nov. 28, 2023

Mars recycles old ads for M&Ms, Twix to promote net-zero progress

The campaign reanimates popular spots with new messages about climate action and will run across Meta, YouTube and OOH channels.

By Chris Kelly • Nov. 28, 2023

Pop-Tarts unveils edible mascot for inaugural bowl game

Consumers are encouraged to follow the brand on social to see the mascot, which will be available as a snack for the winner of the college football game.

By Jessica Deyo • Nov. 28, 2023

Brand backlash: Are 2023’s epic marketing fails part of a bigger problem?

High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.”

By Peter Adams • Nov. 28, 2023

Brand value grows just 5.7%, suggesting continued economic woes, per Interbrand

A lack of growth mindset, conservative leadership and uncertainty may be behind the slowed growth in brand value.

By Sara Karlovitch • Nov. 27, 2023

Secret Island Salmon swims upstream with ‘F-word’ campaign

Edgy messaging is helping the direct-to-consumer brand drive awareness as it prepares for a broader launch at retail.

By Christine Blank • Nov. 22, 2023

State Farm conjures celebrities for biggest creative launch in 3 years

Jimmy Fallon and Ludacris are summoned, genie-like, as people react to situations that require insurance in ads from new agency Highdive.

By Peter Adams • Nov. 21, 2023

12 holiday campaigns embodying the seasonal spirit of 2023

Brands are approaching advertising in a variety of ways during a period when economic uncertainty has replaced pandemic-era concerns.

By Chris Kelly • Nov. 21, 2023

3 steps to set your mobile app up for success

Investing in strategy, design and optimization has helped brands like Nike and Chipotle to create effective apps, according to Merkle strategists Celia Hoag and Kelly Watson.

By Celia Hoag & Kelly Watson • Nov. 21, 2023