Creative
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Zevia ribs Coke’s AI holiday ads in bigger push for brand awareness
The better-for-you brand’s new commercial, part of a more aggressive ad-spending strategy, shows uncanny AI images nodding to Coke iconography.
By Peter Adams • Dec. 4, 2024 -
Pepsi promotes new gingerbread flavor with baking show starring Shaq
The brand’s frequent ambassador shows off his culinary skills to boost a flavor innovation available via TikTok Shop.
By Chris Kelly • Dec. 4, 2024 -
Trendline
Retail Marketing
Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z.
By Marketing Dive staff -
Deep Dive
7 top campaigns from 2024 and the tactics that drove success
These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.
By Peter Adams , Jessica Deyo , Sara Karlovitch , Chris Kelly • Dec. 3, 2024 -
Domino’s brings Emergency Pizza to ‘Squid Game’ with ad partnership
The campaign is the first since Kate Trumbull officially took over as CMO and iterates on a program that has been central to the chain’s marketing.
By Aaron Baar • Dec. 3, 2024 -
Oscar Mayer reheats classic bologna ad with sing-to-pay campaign
The nostalgia-fueled effort, co-created with agencies Johannes Leonardo and The Kitchen, gives consumers a chance to win Instacart gift cards.
By Chris Kelly • Dec. 2, 2024 -
How Campari adapts to market trends to shape holiday experiences
The company’s vice president of marketing for America dishes on an expansive holiday strategy encompassing brands like Aperol and Grand Marnier.
By Sara Karlovitch • Dec. 2, 2024 -
Why specialty cheese Alouette rebranded right before the holidays
For its 50th anniversary, the Savencia brand of French cheeses is introducing new packaging, sonic branding and its biggest campaign to date.
By Chris Kelly • Nov. 27, 2024 -
Dick’s pits top athletes against each other in holiday decorating contest
The Texas-based campaign features Simone Biles, Dak Prescott and Chris Paul, and extends its geographic reach via social media.
By Sara Karlovitch • Nov. 26, 2024 -
Tracker
Super Bowl LIX: Tracking every ad
Mondelēz International brand Ritz will make its big game debut with a 30-second spot handled by The Martin Agency.
By Marketing Dive staff • Nov. 26, 2024 -
How JCPenney’s ‘Really Big Deal Reveals’ campaign is faring so far
The retailer has been averaging 13% to 15% new customers each week during the campaign appearing during Amazon’s “Thursday Night Football.”
By Jessica Deyo • Nov. 26, 2024 -
How Sierra Nevada’s AI-powered CTV campaign captured consumer attention
The brand is an early adopter of Kargo’s Narrative format that uses artificial intelligence to generate connected TV ads from images and scripts.
By Chris Kelly • Nov. 25, 2024 -
Q&A
Macy’s CMO on why telling a cohesive marketing story is crucial
With its Thanksgiving Day parade days away, Sharon Otterman explains how the retailer brought its gift guide to life in its holiday campaign.
By Chris Kelly • Nov. 25, 2024 -
Why Google Shopping turned holiday gift-giving into a game show
A campaign around the friendly competition of gifting also includes ads with Dwyane Wade and Gabrielle Union and Charli XCX and Troye Sivan.
By Chris Kelly • Nov. 25, 2024 -
‘That’s that me espresso’ martini: Absolut, Kahlúa mix it up with Sabrina Carpenter
In a cultural play, the Pernod Ricard brands collaborated with the pop star behind song-of-the-year contender “Espresso” on a cocktail kit.
By Chris Kelly • Nov. 22, 2024 -
Monopoly Go! looks to stay on top with star-studded campaign
To boost a game that has pulled in more than $3 billion in revenue in its first year, Scopely is running ads across TV, streaming, social and digital platforms.
By Aaron Baar • Updated Nov. 26, 2024 -
Instacart orders first Super Bowl ad as its marketing evolution continues
Sports marketing has been a focus for the grocery ordering platform since undergoing a brand refresh and appointing a new CMO a couple of years ago.
By Sara Karlovitch • Nov. 21, 2024 -
Q&A
Bose CMO on driving the brand’s cultural impact and the coming AI shakeout
Jim Mollica, Bose’s first global marketing chief, spoke with Marketing Dive about evolving the 60-year-old brand through more emotionally led marketing.
By Peter Adams • Nov. 21, 2024 -
Adam Driver turns 5-star Amazon reviews into theatrical monologues
The Hollywood star amps up the drama of “deeply personal” reviews in time for Black Friday week and Cyber Monday deal events.
By Chris Kelly • Nov. 20, 2024 -
How Kleenex’s new visual identity serves as a platform for storytelling
The Kimberly-Clark brand tapped Turner Duckworth and FCB for a brand refresh and new campaign, respectively, as it marks its 100-year anniversary.
By Chris Kelly • Nov. 20, 2024 -
Jaguar revamps brand to embrace ‘exuberant modernism’ amid EV transition
New visuals trade a sense of staid luxury for more over-the-top concepts as the brand returns to the idea that “a Jaguar should be a copy of nothing.”
By Peter Adams • Nov. 19, 2024 -
Lexus marks 25 years of ‘December to Remember’ with nostalgic ads
Two new commercials under the brand’s long-running holiday campaign see it continuing to focus on striking a balance between product and emotion.
By Jessica Deyo • Nov. 19, 2024 -
Pepsi swaps out burger chain soda orders in brand’s latest video stunt
“Undercover Cups” social content shows reps going into McDonald’s, Burger King and Wendy’s to replace soft drink orders with Pepsi.
By Peter Adams • Nov. 15, 2024 -
Column
Campaign Trail: Totino’s spaces out with ‘I Think You Should Leave’ crew
The General Mills brand and Dentsu Creative — with the help of an animatronic alien — took an entertainment-first approach to deliver a value message.
By Chris Kelly • Nov. 15, 2024 -
Kroger plans Shop the Scene experience on Hulu for holiday campaign
Central to the effort is a 60-second spot, “The Case of the Disappearing Food,” that details how the act of sharing food can ignite the holiday spirit.
By Jessica Deyo • Nov. 14, 2024 -
Target debuts ‘weirdly hot’ Santa for second holiday advertising push
The retailer is running two distinct holiday campaigns for the first time to appeal to consumers who view the season as too transactional.
By Peter Adams • Nov. 14, 2024