Creative
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Courtesy of Acura
Acura's racing anime series aims to draw young premium drivers
"Chiaki's Journey" spans four episodes that appear on YouTube and partner platforms such as Crunchyroll, a dedicated anime streamer.
By Peter Adams • Jan. 21, 2022 -
Courtesy of Taco Bell
Taco Bell crowdsources fan ideas for time-loop Nacho Fries ad
The latest promotion for the limited-run menu item takes a unique approach in tapping Twitter to steer the spot's creative direction.
By Natalie Koltun • Jan. 20, 2022 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to disruptions caused by the pandemic and new privacy mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Courtesy of Mars, Incorporated
M&M's updates branding — including mascots — to put inclusivity front and center
In partnership with BBDO New York, the marketer will foreground messages of unity and welcoming while preserving the brand's "jester wit and humor."
By Peter Adams • Jan. 20, 2022 -
Courtesy of Dole Packaged Foods
ColumnCampaign Trail: Dole fuels nutrition mission with meme-inspired 'Hold My Fruit Bowl'
With a kid-friendly spin on the "Hold My Beer" meme, the new ads lean into lighthearted humor and liken the benefits of fruit to gaining superpowers.
By Natalie Koltun • Jan. 14, 2022 -
Courtesy of Gap
Gap taps Frank Ape creator for NFT drop focused on spreading positivity
Making its first crack at the crypto format, the retail brand is trying to gauge what consumers want out of a more digitally-led world.
By Peter Adams • Jan. 12, 2022 -
Courtesy of Avocados From Mexico
Avocados from Mexico fuses branding, performance marketing for Super Bowl return
A virtual home experience hosted by Drew Brees speaks to a larger premium on e-commerce and first-party data acquisition.
By Peter Adams • Jan. 11, 2022 -
Dia Dipasupil via Getty Images
Deep DiveLooking ahead: 9 trends that will steer marketing in 2022
Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.
By Peter Adams , Chris Kelly , Natalie Koltun • Jan. 11, 2022 -
Courtesy of Oreo
Oreo rewinds to 2007 with Blockbuster takeover promoting Cakesters return
Collaborating with the last standing location of the video-rental store aligns with other experiential activations that have leaned on fondness for past decades.
By Peter Adams • Jan. 7, 2022 -
Courtesy of P&G
P&G takes first step into the metaverse with BeautySphere
At CES, the CPG giant joined other marketers on the nascent virtual landscape with an experience tied to its purpose-driven efforts.
By Chris Kelly • Jan. 6, 2022 -
Courtesy of Frito-Lay
Frito-Lay and Rick Astley renounce New Year's deprivations
Focused on leaning into what brings joy, "New Year, New You" gives TikTok users an opportunity to duet on the singer's hit "Never Gonna Give You Up."
By Nina Lentini • Jan. 5, 2022 -
Courtesy of Lexus
Lexus offers spin on hustle culture with digital-heavy campaign
Promoting its NX line, the automaker is emphasizing channels like esports and streaming that cater to a busy, more diverse audience.
By Peter Adams • Jan. 4, 2022 -
Retrieved from Ford on December 22, 2021
Deep DiveThe road ahead: How legacy auto brands will level the EV playing field in 2022
After setting the stage with lofty product announcements, carmakers will focus on value, range and brand heritage to close the gap with disrupters like Tesla.
By Peter Adams • Jan. 4, 2022 -
Retrieved from Under Armour on December 22, 2021
Under Armour's 'wearable' NFTs honor Steph Curry shattering 3-point record
A collection dedicated to the NBA star and brand ambassador integrates across multiple platforms, including VR space Decentraland.
By Peter Adams • Dec. 22, 2021 -
Courtesy of Warner Bros.
Warner Bros. puts 'Matrix' tweets at center of global DOOH campaign
By bringing local tweets to digital billboards in real time, Warner Bros. hopes to engage fans around the excitement for the first "Matrix" film in nearly 20 years.
By Nina Lentini • Dec. 22, 2021 -
Adeline Kon/Marketing Dive
Super Bowl LVI: Tracking every ad
BMW will return to the big game for the first time since 2015, while online auto dealer Vroom debuted a Broadway musical-styled spot.
By Annie Fu • Updated Jan. 20, 2022 -
Courtesy of Frito-Lay North America
LeBron James reps a second PepsiCo brand with Ruffles effort
In his latest PepsiCo campaign since making the jump from long-time partner Coca-Cola, the NBA superstar highlights a Frito-Lay snack staple.
By Chris Kelly • Dec. 21, 2021 -
Courtesy of Pepsi
Q&APepsiCo's in-house content studio head on preserving brand trust as demand soars
Saying no to projects isn't out of the question as Louis Arbetter tries to maintain quality while building out new capabilities in areas like social listening.
By Peter Adams • Dec. 20, 2021 -
Retrieved from KFC on December 20, 2021
KFC previews new marketing approach with year-long Jack Harlow partnership
Reflecting the celebrity collaboration craze, the work with multicultural shop Nimbus arrives as KFC is expected to switch up agencies.
By Peter Adams • Dec. 20, 2021 -
Courtesy of General Mills
General Mills names chief brand and disruptive growth officer after sunsetting CMO role
A change in marketing leadership speaks to a desire to more closely wed brand-building with innovation as the pandemic resets expectations.
By Peter Adams • Dec. 17, 2021 -
Courtesy of Doodle Labs Corp
White Castle cooks up 'Sliderverse' NFT collection celebrating chain's centennial
A move into the crypto format follows rivals like McDonald's, but also comes as risks related to the technology are made more clear.
By Peter Adams • Dec. 17, 2021 -
Courtesy of Tinder
ColumnCampaign Trail: Tinder embraces users' quirks in first work from new AOR
Avoiding the typical lovey-dovey predictability of online dating ads, "You're Not for Everyone" wraps up a year of change for Tinder.
By Natalie Koltun • Dec. 17, 2021 -
Drew Angerer via Getty Images
Jif, Gap highlighted in TikTok's review of 2021
The year-end review can help marketers understand what resonates with users and potentially attract more activity on the app as they prepare 2022 plans.
By Natalie Koltun • Dec. 16, 2021 -
Courtesy of Old Spice
Old Spice, Netflix immerse 'The Witcher' fans in stink of show's dark fantasy universe
A partnership for season two features deliberately bad-smelling deodorants and the CPG category's first custom promoted Reddit chatbot.
By Peter Adams • Dec. 16, 2021 -
Courtesy of E.l.f. Cosmetics
E.l.f. goes long-form for meme-heavy holiday 'movie' native to TikTok
Breaking with the app's snackable focus, "Big Mood, Big e.l.f.ing City" nods to 2021 trends like the Couch Guy and a viral salmon bowl recipe.
By Peter Adams • Dec. 15, 2021 -
Courtesy of Nike
Nike acquires studio known for digital sneaker drops in latest metaverse bet
A collection RTFKT produced earlier this year appeared to take inspiration from the Air Force One and sold out within seven minutes.
By Peter Adams • Dec. 14, 2021
