Creative
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Avocados From Mexico ends 6-year Super Bowl ad streak, signaling bigger changes for the big game
While sports marketers don't expect a mass of advertisers to drop out, the makeup of brands participating and how they affirm their commitments could be seriously altered by the pandemic.
By Peter Adams • Oct. 20, 2020 -
Courtesy of Gap Inc.
Gap wraps up 2020 with hopeful holiday campaign
The seasonal effort debuts earlier than ever and delivers an upbeat tone as a gift for consumers during a difficult year, CMO Mary Alderete said.
By Natalie Koltun • Oct. 20, 2020 -
Trendline
Influencer Marketing
Despite industry-wide budget cuts since the pandemic's onset, influencer marketing has been mostly resilient as brands turn to creators for fresh content that reaches homebound consumers.
By Marketing Dive staff -
Courtesy of KitKat
KitKat gives its slogan a break for its 85th anniversary
To give fans a "break" from pandemic-related stresses, the creator of the best temporary slogan will receive an 85-hour stay for two at a luxury hotel.
By Tatiana Walk-Morris • Oct. 20, 2020 -
Courtesy of Advance Auto Parts
Bruce Willis reprises 'Die Hard' role in Advance Auto Parts ads pushing DieHard batteries
Faithfully recreating a famous movie for advertising purposes recently paid out for Jeep, which was broadly viewed to have one of the best Super Bowl spots.
By Peter Adams • Oct. 19, 2020 -
Courtesy of Don Julio
Don Julio honors founder, bartenders in largest campaign to date
The Diageo liquor brand is among other companies donating to charities supporting workers and others upended by the COVID-19 pandemic.
By Tatiana Walk-Morris • Oct. 19, 2020 -
Courtesy of Devour
Devour's 'Cheat Day' YouTube series digs into pro athletes' downtime fun
After previously provocative efforts, the Kraft Heinz brand seeks to reach young consumers without risking the backlash recently faced by its parent company.
By Tatiana Walk-Morris • Oct. 14, 2020 -
Courtesy of SheaMoisture
SheaMoisture showcases Black female artists in purpose-driven spot
Amid the global movement for racial and gender equality, the Unilever brand pledges proceeds from every product sold to invest in businesses owned by Black women.
By Aaron Baar • Oct. 14, 2020 -
Courtesy of Hilton
Despite pandemic, Hilton launches new global campaign with a toast to travel
Americans are itching to get back to leisure travel and creating new memories, per the chain's research, but it remains unclear how ready they really are.
By Aaron Baar • Oct. 13, 2020 -
The image by Lorie Shaull is licensed under CC BY-SA 2.0
Is the ad world's push for racial justice a moment or a movement?
Four months after George Floyd's death, the ongoing need for brands and agencies to ensure diversity in their organizations and campaigns was addressed by several panels during Advertising Week.
By Chris Kelly • Oct. 13, 2020 -
Courtesy of Trolli
Trolli debuts video game to win over young consumers
Hidden on a secret website, the Ferrara brand's "Deliciously Dark Escape" can be accessed by scanning QR codes on special packages of the gummy candy.
By Tatiana Walk-Morris • Oct. 12, 2020 -
Courtesy of Honda
Honda leans into 'rewilding' trend with John Cena as its voice
Amid increased interest in the outdoors during the pandemic, the carmaker taps a talent known for "toughness and strength" to demonstrate its ruggedness.
By Aaron Baar • Oct. 12, 2020 -
Permission granted by Ferrero
Deep DivePandemic forces Halloween candy makers to get creative to protect $5B in sales
Mars Wrigley, Hershey and Ferrero, which prepare years in advance for the holiday, have quickly altered their strategies on packaging, selling and marketing their sweets.
By Christopher Doering • Oct. 12, 2020 -
TikTok debuted a new commercial that centers on a viral post. The image was retrieved from its video on Oct. 9, 2020.
TikTok flaunts its good vibes in TV ad centered on viral 'Dreams' video
Debuting as the Justice Department appeals an injunction against a ban on new downloads of the app, the effort could reassure brands and users.
By Peter Adams • Oct. 09, 2020 -
Retrieved from Hulu on October 09, 2020
Mars partners with Disney for Halloween short film series amid altered holiday
After unveiling a virtual Halloween experience, the candy company continues to connect with homebound consumers through holiday-themed content.
By Tatiana Walk-Morris • Oct. 09, 2020 -
Courtesy of Dickies
ColumnCampaign Trail: Dickies spotlights DIY spirit and its power to inspire during pandemic
A digital content effort highlights 10 artisans from around the globe and centers on championing the dignity of work during a tough year.
By Natalie Koltun • Oct. 09, 2020 -
Courtesy of PepsiCo
PepsiCo speeds up shift toward streaming, digital as holidays loom
With the pandemic putting localization and personalization in the spotlight, the marketer sees digital as better-suited to deliver the goods than traditional media, executives said at Advertising Week.
By Peter Adams • Oct. 09, 2020 -
Courtesy of MolsonCoors
MolsonCoors makes environmental case for Coors Seltzer launch
While the marketing for some hard seltzer brands takes a lighthearted approach, MolsonCoors is banking on younger consumers' affinity for activism.
By Aaron Baar • Oct. 08, 2020 -
Courtesy of Honda
How Honda and Nestlé make authentic connections through esports
Brands and their partners, including leading forces Team Liquid and Riot Games, detailed the evolving opportunities in the billion-dollar business at Advertising Week.
By Chris Kelly • Oct. 08, 2020 -
Retrieved from Ace Metrix on October 08, 2020
Wells Fargo cracked empowerment formula as advertising heated up in Q3, analysis finds
Typically a quiet period, Q3 was busier this year as many brands played catch-up after keeping their powder dry in the early days of the pandemic.
By Tatiana Walk-Morris • Oct. 08, 2020 -
Courtesy of Darian Jovan/Budweiser
Budweiser embraces 'Bones & Bud' meme with life-size beer pillow
Internet memes can be powerful ways for brands to boost their exposure on social media, especially if they act quickly.
By Robert Williams • Oct. 08, 2020 -
Courtesy of Kroger
Social listening enabled Kroger's speedy pandemic marketing response
Focusing on the channel helped America's largest grocery chain develop a three-pronged playbook that's kept it reactive to continued volatility, executives said during Advertising Week.
By Peter Adams • Oct. 07, 2020 -
P&G's pledge for social change embraces 'progress, not perfection'
In the wake of the pandemic and protests sparked by racial injustice, the bar is higher for purpose-driven marketing to have the same impact as years past, panelists said during Advertising Week.
By Natalie Koltun • Oct. 07, 2020 -
Courtesy of Nissin
Top Ramen gets in on fake C-suite job trend with Chief Noodle Officer search
Working with a "Top Chef" star, Nissin Foods will award one winner $10,000, a 50-year supply of ramen and a mentorship with its president and CEO.
By Tatiana Walk-Morris and Chris Kelly • Oct. 07, 2020 -
Courtesy of Procter & Gamble
Secret provides direct assistance to support women affected by COVID-19
As the pandemic sets back gender equality, the P&G brand teamed with WNBA players for a social media effort and TV spot during the league's finals.
By Tatiana Walk-Morris and Chris Kelly • Oct. 06, 2020 -
Retrieved from The Kraft Heinz Company on October 06, 2020
Kraft pulls provocative 'send noods' ads after drawing ire online
While some backlash came from average moms concerned around sexual content appearing near children, QAnon conspiracy theorists also quickly latched onto the outcry.
By Peter Adams • UPDATED: Oct. 14, 2020 at 10 a.m.
