Creative
-
Courtesy of Patagonia
Patagonia escalates activism with voting rights push before elections
While marketing around areas like advocacy and environmentalism are growing mainstream, few brands have challenged public officials in such a direct way.
By Tatiana Walk-Morris • Sept. 18, 2020 -
Courtesy of Havas Group
Havas buys majority stake in Camp + King to expand digital creative network
The deal comes as agencies are positioning themselves for a new reality when digital and virtual strategies are more important.
By Robert Williams • Sept. 18, 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 Henkel
Henkel sponsors wellness web series distributed via blockchain
Teaming with an award-winning creator on content is one way the marketer of Persil and Purex addresses pandemic-related challenges.
By Aaron Baar • Sept. 18, 2020 -
Courtesy of Burger King
Burger King puts Whopper recipe on wrappers as part of 'real food' push
Following efforts centered on moldy burgers and cow farts, the QSR is trying a simple and direct approach to market its "clean food" menu.
By Robert Williams • Sept. 18, 2020 -
Retrieved from Anna Sui on September 17, 2020
Sparkling water brand Spindrift appears on upcycled hats at New York Fashion Week
With the brand showing up in Anna Sui's collection, it could fortify its sustainability bona fides — a crucial issue for young consumers.
By Peter Adams • Sept. 17, 2020 -
Courtesy of Michelob Ultra
Michelob Ultra seeks 'chief exploration officer' to travel to national parks
The CEO will receive a salary and document their journey in an effort that reflects both the high unemployment rate and interest in road trips.
By Tatiana Walk-Morris • Sept. 17, 2020 -
Courtesy of Spotify
Spotify bands together music and podcasts in global multichannel campaign
"Music, Meet Podcasts" arrives as competition heats up with Amazon announcing the addition of podcasts to its streaming music offering.
By Robert Williams • Sept. 17, 2020 -
Courtesy of Miller Lite
Miller Lite turns beer cans into antennas for watching football
As more fans stream live sports this season, the beer brand is helping them watch digital TV — without turning to illegal streaming sites it parodied on social media.
By Tatiana Walk-Morris • Sept. 15, 2020 -
Courtesy of California Milk Processor Board
'Got milk?' creators tap 'Black-ish' star for bilingual positive news series
By tapping "Hollywood's youngest executive producer" along with notable kidfluencers, the California Milk Processor Board seeks to engage Gen Z with timely content marketing.
By Tatiana Walk-Morris • Sept. 14, 2020 -
Courtesy of Belvedere
Belvedere's new brand platform ties ingredient simplicity to nature
The LVMH spirits maker is taking a product-oriented creative approach to showcase how its vodka reflects the values ingrained in its origin story.
By Natalie Koltun • Sept. 14, 2020 -
Courtesy of Lay's
Lay's 'Smiles' packaging returns as counterpoint to masked and unhappy faces
By showing the smiles of everyday people who help their communities, the rebooted campaign takes on new relevancy during the pandemic.
By Robert Williams • Sept. 14, 2020 -
Courtesy of Pepsi
Pepsi creates team-specific videos, contests and packaging for homebound NFL fans
Local fan traditions — some more infamous than others — are the focus of an effort addressing how showing team spirit might be different this year.
By Tatiana Walk-Morris and Chris Kelly • Sept. 11, 2020 -
Courtesy of Gap Inc.
ColumnCampaign Trail: Gap leans on brand heritage in unity-focused campaign
The first effort from new CMO Mary Alderete showcases Gap's philosophy of "American optimism" and aims to amplify voices through voter education.
By Natalie Koltun • Sept. 11, 2020 -
Permission granted by Walmart
Walmart homes in on family, community in first ad push for Walmart+
Called "A Different Kind of Membership," the multichannel campaign features 22 diverse families and focuses on reclaiming precious time lost to shopping.
By Peter Adams • Sept. 11, 2020 -
Courtesy of Crown Royal
Crown Royal enlists singers Ari Lennox, Anthony Ramos to help venues hurt by COVID-19
Proceeds from the duo's cover of iconic song "If You Want Me To Stay" will go toward uplifting businesses on the verge of shutting down.
By Tatiana Walk-Morris • Sept. 10, 2020 -
Deep Dive
Sports marketing is no longer the safe bet, but bolder brands could win out
NFL season kickoff might serve as a litmus test for how the space realigns as it grapples with the dual forces of a pandemic and widespread civil unrest.
By Peter Adams • Sept. 10, 2020 -
Courtesy of Babe Wine
Babe Wine creates candles with jockstrap, nacho and grass scents for NFL kickoff
In partnership with accessory maker Ryan Porter, the official wine sponsor of the NFL wants to re-create the smells of the game for remote football fans.
By Tatiana Walk-Morris • Sept. 09, 2020 -
Courtesy of Lowe's
Lowe's unites NFL fans with 'Home Team' player tie-up
Capitalizing on sports fans' enthusiasm looks different this year as the home improvement retailer's campaign focuses on communities and fans' homes.
By Natalie Koltun • Sept. 09, 2020 -
Daphne Howland/Marketing Dive
What's in a flagship?
A lot of retailers need to close more stores, and many are. But what about the ones meant to showcase their brands? It depends.
By Daphne Howland • Sept. 08, 2020 -
Courtesy of General Mills
General Mills, Champion debut cereal-themed activewear collection
A co-branded apparel line combines nostalgia with charitable giving through a partnership with No Kid Hungry.
By Tatiana Walk-Morris • Sept. 08, 2020 -
Workload up for 82% of in-house creative teams, driven by demand for digital content
The pandemic has bolstered internal shops, while external agencies flounder, a report from the WFA and The Observatory International suggests.
By Peter Adams • Sept. 04, 2020 -
Courtesy of Buffalo Wild Wings
Buffalo Wild Wings sells season passes to feed and entertain NFL fans
The chain returns to experiential marketing with an effort to appeal to folks who are eager to return to normal activities and those who are staying at home.
By Tatiana Walk-Morris • Sept. 04, 2020 -
Droga5 cuts staff as pandemic pressures extend to consultancy-owned agencies
The layoffs, representing about 40 people, hit all departments and levels of seniority, people close to the company told Business Insider.
By Peter Adams • Sept. 03, 2020 -
Retrieved from Vita Coco on September 02, 2020
Vita Coco sends coconut greetings in snail-mail stunt
The brand wants to break up the monotony of virtual gatherings by bundling its product, a coconut and greeting from a loved one into a tangible experience.
By Natalie Koltun • Sept. 03, 2020 -
Courtesy of WarnerMedia
HBO debuts VR event series to promote 'Lovecraft Country'
As the pandemic continues to limit in-person activations, the online gatherings integrate elements of the show and connect fans remotely via YouTube Live.
By Tatiana Walk-Morris • Sept. 03, 2020
