Creative
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Foot Locker celebrates sneaker culture in star-studded holiday campaign
NBA players Anthony Edwards and LaMelo Ball and musician Coi Leray are featured in ads that will air across paid media, in-store, social and more.
By Howard Ruben • Nov. 13, 2024 -
Purina races onto Roblox with game focused on virtual pets
The Nestlé-owned brand wants to be an early pet-care mover on a platform that is increasingly key to reaching Gen Z and Gen Alpha.
By Peter Adams • Nov. 13, 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
‘Merry and bright’: How marketers are evolving for ambitious holiday shoppers
Amid record spending intentions by shoppers, holiday marketing campaigns reflect more diverse media mixes and experiments with artificial intelligence.
By Jessica Deyo • Nov. 13, 2024 -
Keurig Dr Pepper taps new CMO to accelerate digital-first marketing
Drew Panayiotou, most recently of Pfizer, is tasked with embracing new technology and keeping up momentum for brands like Dr Pepper.
By Peter Adams • Nov. 12, 2024 -
Wesson recasts gender roles in Thanksgiving campaign
The effort comes two years after the 125-year-old brand underwent a refresh and jump-started its marketing strategy.
By Sara Karlovitch • Nov. 12, 2024 -
FanDuel, Verizon deepen NFL integrations with Netflix ad partnerships
The streaming platform, which now boasts 70 million global ad-tier users, also collaborated with Kia in Korea around the upcoming season of “Squid Game.”
By Chris Kelly • Nov. 12, 2024 -
How Sprite remixed ‘The Night Before Christmas’ for its holiday campaign
The brand’s first new holiday campaign in three years promotes a popular seasonal flavor by turning NBA star Anthony Edwards into “Anta Claus.”
By Chris Kelly • Nov. 12, 2024 -
Burger King doles out holiday deals with immersive mobile app experience
Available to Royal Perks loyalty members, BK Village promotes the fast food chain’s inaugural advent calendar and 31 Days of Deals promotion.
By Jessica Deyo • Nov. 7, 2024 -
DraftKings, Dr Pepper stay live with new sports-focused CTV ad format
Perion’s Stay Live uses AI to place ads by analyzing broadcast streams for moments of high engagement but low interruption.
By Chris Kelly • Nov. 7, 2024 -
Papa Johns names new CMO to elevate data-driven creativity
Jenna Bromberg, previously director of core marketing at Pizza Hut, joins Papa Johns as it works to improve perceptions around value and loyalty experiences.
By Peter Adams • Nov. 7, 2024 -
Dick’s recreates iconic holiday film moments with NFL’s Watt brothers
In a new spot, former NFL player J.J. Watt is trapped in a Dick’s store after closing, leading to a series of silly antics.
By Sara Karlovitch • Nov. 6, 2024 -
Amazon’s holiday campaign spotlights classic song, acts of kindness
“What the World Needs Now Is Love” features heavily in the effort that extends Amazon's focus on music around the holidays.
By Peter Adams • Nov. 5, 2024 -
Peloton targets millennial men with first part of multiphase campaign
The friendly rivalry between football-playing brothers T.J. and J.J. Watt is the focus of the first work from creative agency Special London.
By Chris Kelly • Nov. 4, 2024 -
SharkNinja and David Beckham help consumers ‘Ninja the Holidays’
The global holiday campaign positions Ninja’s kitchen appliances as the means to help consumers complete their seasonal meals in record time.
By Jessica Deyo • Nov. 4, 2024 -
Etsy focuses on gifts with a personal touch in sprawling holiday campaign
Waldo, of “Where’s Waldo?” fame, travels the world but only feels seen upon returning home and receiving a thoughtful gift in the platform’s campaign.
By Sara Karlovitch • Nov. 1, 2024 -
Why Rao’s picked Macy’s Thanksgiving Day Parade for a marketing breakthrough
The tomato sauce brand will also debut a campaign highlighting its heritage as it builds on sales growth and a recent acquisition by Campbell Soup.
By Chris Kelly • Nov. 1, 2024 -
Column
Campaign Trail: Taco Bell takes on ‘Big Chicken’ through family debates
Fans of the chain’s Cantina Chicken menu are pitted against “trachickenalists” in ads that pitch the QSR as a chicken destination like KFC and Chick-fil-A.
By Chris Kelly • Nov. 1, 2024 -
McKinsey: CMOs feel unprepared as duties pile up
Marketers are handling a wider range of functions, including generative AI, but encountering barriers in relation to budgetary and structural support.
By Peter Adams • Oct. 29, 2024 -
Deep Dive
Brands lean into fractious election with messages of unity and humor
With tensions running high, some consumer brands are trying to make an emotional connection and avoid landing in hot water.
By Christine Blank • Oct. 29, 2024 -
VML unites design capabilities, talent under new studio offering
A dedicated agency design unit, one of several to launch this year, could help VML capitalize on ongoing demand for brand refreshes.
By Peter Adams • Oct. 28, 2024 -
Jennifer Hudson stars in Old Navy’s latest holiday campaign
The campaign, dubbed “Love is in the House,” will air across cinema, social media, primetime networks and streaming services.
By Howard Ruben • Oct. 28, 2024 -
Walmart parodies TV hits in Black Friday ‘advertainment’ series
“Deals of Desire” will run on TV, TikTok, YouTube and out-of-home and follows similar efforts from the retailer that bridge content and commerce.
By Chris Kelly • Oct. 28, 2024 -
How L’Oréal’s bigger Pinterest bets are winning over Gen Z
Leveraging the platform’s new ad features, Maybelline created Collages Remixes that drove an engagement rate of over five times its average.
By Jessica Deyo • Oct. 28, 2024 -
Heineken turns any phone ‘boring’ to encourage IRL connection
Developed with Publicis Groupe’s LePub, the offering shuts down other phone functions for a set period of time, addressing a consumer desire to unplug.
By Sara Karlovitch • Oct. 24, 2024 -
Urban Outfitters says ‘Happy LOLidays’ with social-focused holiday campaign
The retailer’s latest effort centers on affordable, easy gifting and includes its first-ever holiday jingle made with TikTok personality Lubalin.
By Jessica Deyo • Oct. 24, 2024