How Recess is rethinking Dry January as drinking trends toward moderation

The functional beverage brand is championing balance — not abstinence — in a campaign that spans print, out-of-home, influencers and other channels.

By Chris Kelly • Jan. 11, 2026

Puma names new senior global brand marketer following reorganization

The appointment of Nadia Kokni follows the struggling sportswear icon uniting several key marketing and product functions under a chief brand officer.

By Peter Adams • Jan. 9, 2026

Explore the Trendline➔

Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

Avocados From Mexico taps into sports betting hype with AI Prediction Pit

The experience includes an AI avatar modeled after comedian Rob Riggle, who takes on the role of Guac Guru to offer live football commentary.

By Jessica Hammers • Jan. 8, 2026

Dunkin’ pumps up push into protein with fitness-themed ads

In spots made with Artists Equity, Megan Thee Stallion takes on the role of Pro-Tina, a peppy instructor in the Richard Simmons mold.

By Peter Adams • Jan. 8, 2026

Miller Lite centers IRL social interaction with new creative platform

“Legendary Moments Start with a Lite” was developed in partnership with Leo Chicago and stars Christopher Walken.

By Sara Karlovitch • Jan. 8, 2026

Mondelēz plans US creative review following new marketing exec hire

The Martin Agency has been responsible for Ritz and Oreo’s Super Bowl work for the past three years, including an upcoming big game spot for the former.

By Peter Adams • Jan. 7, 2026

Pizza Hut and Tom Brady pressure quarterbacks to embrace new field call

A campaign spanning social, digital and TV will reward any city with free pizza if they can get their quarterback to say “pizza” before “hut” during a game.

By Jessica Hammers • Jan. 7, 2026

Almond Breeze jabs at AI-generated slop with the Jonas Brothers

New videos show the trio pitched shoddy AI content, like an ad of them floating in space, before settling on a more traditional endorsement.

By Peter Adams • Jan. 6, 2026

Jim Beam consoles tense football fans as sports focus intensifies

The bourbon brand enlisted “Saturday Night Live” star Kenan Thompson for a playful spot that builds on efforts to expand its consumer base. 

By Aaron Baar • Jan. 5, 2026

Why IHOP flipped a fantasy football punishment into bottomless pancakes

President Lawrence Kim explains why the breakfast chain tapped into fantasy football culture as part of its latest value-focused play.

By Chris Kelly • Jan. 5, 2026

Starbucks links with MrBeast to fuel Prime Video competition series

The coffee chain will appear in season two of “Beast Games” and offer a limited-edition drink in a bid to the popular creator’s younger fan base.

By Jessica Hammers • Dec. 29, 2025

Lexus takes generative AI for a spin in new holiday marketing content

Developed with AKQA, “Built for Every Kind of Wonder” depicts surreal scenes like a floating ski slope as more brands test the limits of the technology.

By Peter Adams • Dec. 23, 2025

Inside Rocket’s new NFL campaign as in-house creative team embraces AI

“Room to Dream” continues the fintech brand’s focus on the idea of home ownership as the American dream, a platform that debuted at the Super Bowl.

By Chris Kelly • Dec. 22, 2025

Campaign Trail: Tiffany’s blue boxes become portals for the holidays

Created by Anomaly, “Love is a Gift” stars Anya Taylor-Joy and builds on a 2024 holiday effort that generated 57 million organic views.

By Chris Kelly • Dec. 19, 2025

Heineken swaps voice notes for beer in latest bid for IRL connections

“Could Have Been A Heineken” invites users of WhatsApp in Brazil who receive a lengthy voice message to exchange it for a free beer.

By Aaron Baar • Dec. 18, 2025

How Zola found its own Taylor and Travis for ‘Wedding of the Year’ push

CMO Briana Severson explains how the wedding platform’s new campaign reorients the cultural attention on megastars Taylor Swift and Travis Kelce.

By Chris Kelly • Dec. 15, 2025

Dollar Shave Club’s first AI-generated ad makes tech the punchline

The brand and partner Too Short for Modeling leveraged AI to animate complex visuals while keeping to a development timeline of just a few weeks.

By Peter Adams • Dec. 11, 2025

P&G’s Native to debut 50-part microdrama series as genre takes off

P&G is aligning the adventure-romance, which will debut on social platforms in early 2026, with a history of marketing innovation around soap operas. 

By Peter Adams • Dec. 10, 2025

How Zoom’s ‘SNL’-powered campaign moves the brand beyond meetings

Created by Colin Jost’s No Notes agency, “I Use Zoom!” stars Bowen Yang and is a humorous love letter to the platform’s loyal users.

By Chris Kelly • Dec. 10, 2025

Q-tips kickstarts bigger marketing push with nearly 6-foot cotton swabs

An unhinged infomercial and collaborations with Doritos and Goodyear support the launch of Quge-tips and a revamped marketing strategy.

By Peter Adams • Dec. 10, 2025

Gap’s CMO on leveraging the brand’s Katseye success for the holidays

Fabiola Torres details the recent extension of “Give Your Gift,” a campaign that has generated over 30 million views since its November launch. 

By Jessica Hammers • Dec. 9, 2025

How the best marketing campaigns of 2025 navigated uncertain times

The savviest marketers cut through chaos with strategies and tactics that portend where advertising could head next year.

By Chris Kelly , Jessica Hammers , Peter Adams , Sara Karlovitch • Dec. 9, 2025

US Soccer’s CMO on its World Cup campaign as brands take the pitch

The organization’s “Never Chase Reality” push comes as the sports league prepares for stronger interest and engagement from fans and marketers.

By Chris Kelly • Dec. 8, 2025

How Hershey remade its iconic holiday ad as an interactive experience

The snack company modernized its 1989 “Holiday Bells” creative by bringing it to life in Rockefeller Center and on digital platforms.

By Chris Kelly • Dec. 5, 2025

Campaign Trail: Jeep pitches Grand Wagoneer as best car to have sex in

Comedian Iliza Shlesinger takes brand marketing for a spin in a self-referential video by agency Highdive.

By Chris Kelly • Dec. 5, 2025