Creative


  • TikTok star E.J. Marcus acting as "Toby" for Heinz' Tomato Blood promotion
    Image attribution tooltip
    Courtesy of Heinz

    Heinz recruits vegetarian vampire for return of Tomato Blood ketchup

    The brand tapped popular TikTok creator E.J. Marcus to play Toby, the 280-year-old vampire influencer that believes “humans are people too.”

    By Sept. 29, 2022
  • A pink biometric safe with the Starburst logo against a pink background surrounded by pink Starbursts.
    Image attribution tooltip
    Courtesy of Mars Wrigley

    Starburst’s biometric safe is filled exclusively with coveted pink flavor

    The “un-sharable” safe has the brand leaning heavily into meme and internet culture, playing off of the viral “You are a pink Starburst” consumer mantra. 

    By Sept. 29, 2022
  • Trendline

    Influencer Marketing

    Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

    By Marketing Dive staff
  • M&M's new character line-up
    Image attribution tooltip
    Courtesy of Mars

    M&M’s introduces Purple candy mascot to celebrate acceptance, inclusivity

    The Mars brand extended its crew of characters for the first time in a decade as part of a controversial refresh that drove impressions and consumer sentiment.

    By Sept. 28, 2022
  • Four McDonald's figurines designed by Cactus Plant Flea Market encircle a Happy Meal placed on a red table against a sky-blue backdrop.
    Image attribution tooltip
    Permission granted by McDonald's USA

    McDonald’s repackages Happy Meals for adults with cult streetwear label

    Meant to invoke nostalgia, the menu bundles come with unique art and collectible figurines as the chain tries to align with pop culture tastemakers.

    By Sept. 27, 2022
  • A virtual Roblox space designed by Walmart shows a ferris wheel in the foreground a blimp flying against a blue sky in the background.
    Image attribution tooltip
    Retrieved from Walmart on September 26, 2022

    Walmart aims to shift Gen Z perceptions with expansive Roblox play

    Interactive virtual spaces going live ahead of the holidays cater to different product interests, with a beauty and cosmetics section among the first.

    By Sept. 26, 2022
  • Image from Sonic's "Mmm Sonic" campaign
    Image attribution tooltip
    Courtesy of Sonic

    Why Sonic drove away from in-car commercials for its latest campaign

    CMO Lori Abou Habib explains the food-focused change and how the QSR has benefited from parent Inspire Brands' bespoke media unit within Publicis.

    By Sept. 26, 2022
  • A sandwich and jar of Kraft Mayo have been pixelated to hide the condiment
    Image attribution tooltip
    Courtesy of Kraft Heinz
    Column

    Campaign Trail: Kraft wants mayo lovers to let their freak flags fly

    Kraft Heinz partnered with Wieden+Kennedy in its latest bid to be the "Mayo of Mayonnaise," celebrating the rituals some have with the divisive condiment.

    By Sept. 23, 2022
  • Bottles of Clorox bleach on a supermarket shelf.
    Image attribution tooltip
    Justin Sullivan via Getty Images

    Clorox wipes the slate clean in new brand platform

    “Start Clean,” spearheaded by agencies FCB Chicago, Optimum Media Direction and Ketchum, emphasizes the role cleanliness plays in wellbeing. 

    By Sept. 23, 2022
  • Dunkin's digital store
    Image attribution tooltip
    Permission granted by Dunkin'

    Dunkin’ promotes architect behind next-gen push to CMO

    Jill McVicar Nelson, who’s been with Dunkin’ since 2011, has spearheaded several menu offerings targeted at the “next generation of guests.”

    By Sept. 22, 2022
  • Several passengers in silhouette walk through a concourse at Ronald Reagan National Airport.
    Image attribution tooltip
    Drew Angerer via Getty Images

    Tripadvisor pushes beyond banner ads with data-driven content studio

    San Diego Tourism Authority is the first external client for the shop that leverages the platform’s first-party insights to reach high-intent travelers.

    By Sept. 21, 2022
  • A view of Rockerfeller Center in the "Tonight at the Rock - Powered by Samsung Galaxy" Fortnite experience
    Image attribution tooltip
    Courtesy of NBCUniversal

    Samsung, NBCUniversal bring Rockefeller Center to the metaverse

    "Tonight at the Rock - Powered by Samsung Galaxy" demonstrates how brands and publishers are collaborating in emerging channels like Fortnite.

    By Sept. 20, 2022
  • Lil Nas X sits in a gold room wearing a black suit.
    Image attribution tooltip
    Courtesy of Riot Games

    League of Legends enlists Lil Nas X for championship anthem

    The artist will release the song “Star Walkin’” ahead of the championship event and will also create an in-game cosmetic skin.

    By Sept. 19, 2022
  • Singer Chloë Bailey blows a gum bubble as part of a Trident campaign
    Image attribution tooltip
    Courtesy of Mondelēz International, Inc.

    Why brands are creating original songs for TikTok

    McDonald's, Pizza Hut and Trident are among the marketers updating a cultural tactic for the top social platform.

    By Sept. 15, 2022
  • Chipotle Garlic Guajillo Steak metaverse
    Image attribution tooltip
    Courtesy of Chipotle

    Chipotle launches its Garlic Guajillo Steak in the metaverse

    The chain says the menu item, which will debut in the Chipotle Grill Simulator on Roblox, is the first from a restaurant brand to launch in the metaverse.

    By Alicia Kelso • Sept. 13, 2022
  • Five people hold glasses of SodaStream sparkling water
    Image attribution tooltip
    Courtesy of SodaStream Canada

    SodaStream shakes up brand to better recognize interests like mixology

    Creative and design agency Pearl Fisher assisted on the revamp that includes a new S-shaped logo, color palette and premium product line.

    By Sept. 13, 2022
  • A hand holds a can of Harpoon Rec. League beer while a person plays golf in the background
    Image attribution tooltip
    Courtesy of Copper Giants

    Why Liberty Mutual’s in-house agency takes external clients

    Internal shop Copper Giants demonstrates how projects from outside the company, like one for Harpoon Brewery, give creative talent a way to stretch.

    By Aaron Baar • Sept. 12, 2022
  • Pinterest "Don't Don't Yourself" campaign image
    Image attribution tooltip
    Courtesy of Pinterest

    Pinterest takes up social media negatives like doomscrolling in campaign

    “Don’t Don’t Yourself” arrives on the heels of research showing 33% of Americans rank fear of failure as their main roadblock to trying new things.

    By Sept. 12, 2022
  • Reality TV star Teresa Giudice wears football gear in a DirecTV commercial
    Image attribution tooltip
    Courtesy of DirecTV
    Column

    Campaign Trail: DirecTV tackles football, ‘Real Housewives’ fandoms

    Created with TBWA\Chiat\Day LA, the latest iteration of the brand’s "Get Your TV Together" campaign unites live sports and reality TV.

    By Sept. 9, 2022
  • Morgan Freeman and Tom Brady sit together as part of an Under Armour campaign
    Image attribution tooltip
    Courtesy of Under Armour

    Tom Brady asks Gen Z athletes to ditch toxic comparisons in Under Armour ads

    A star-studded campaign subverts “Be Like Mike” sports marketing tropes to instead encourage up-and-comers to focus squarely on themselves.

    By Sept. 8, 2022
  • A black tiny home parked in a driveway displays a can of Pepsi Zero Sugar, accompanied by copy reading, "Introducing the Pepsi 18 Week Pack. A Pepsi pack you can live in all football season long."
    Image attribution tooltip
    Permission granted by Pepsi

    Pepsi’s branded tiny home delivers tricked-out NFL fan cave

    The Pepsi 18 Week Pack is part of a sweepstakes run through Instacart, an increasingly important e-commerce partner for the longtime league sponsor.

    By Sept. 7, 2022
  • Illustration of a robot as part of Starburst campaign
    Image attribution tooltip
    Courtesy of Starburst

    Starburst beams TikToks into space to engage Gen Z

    A hashtag challenge around the question “How do they make Starburst taste so juicy?” follows the brand's first TV spot for its core product since 2015.

    By Sept. 6, 2022
  • A graphic that features Maybelline's new playable ad mini-game
    Image attribution tooltip
    Courtesy of Zynga

    Maybelline partners with Zynga for playable ad integration

    The branded mini-game requires players to pair together icons to reveal a shoppable mascara with a customer review.

    By Aaron Baar • Sept. 1, 2022
  • A case of assorted Twisted Tea flavors in a limited edition box.
    Image attribution tooltip
    Courtesy of Boston Beer Company

    Boston Beer buoys Twisted Tea investment as hard seltzer demand shrinks

    A new multichannel effort centers around college football and includes an emphasis on sports betting with a FanDuel partnership.

    By Sept. 1, 2022
  • Two people in a screenshot from a Coca-Cola TV ad for the 2022 FIFA World Cup
    Image attribution tooltip
    Courtesy of The Coca-Cola Company

    Coca-Cola kicks off digitally driven World Cup campaign

    "Believing is Magic" is the latest iteration of the brand's "Real Magic" platform and focuses on authentic moments of connection between FIFA fans.

    By Sept. 1, 2022
  • Track art cover for ‘Static’ by Tisakorean ft. Sprite from McDonald’s
    Image attribution tooltip
    Courtesy of McDonald's

    McDonald’s plays off Sprite virality with hip-hop anthem

    The tune alludes to numerous social media posts comparing the taste of the beverage dispensed by the chain’s fountain machines to the sound of static. 

    By Aug. 31, 2022