Creative
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Courtesy of Hennessy
ColumnCampaign Trail: Hennessy stirs up social with LeBron’s latest decision
The cognac brand remade the NBA legend’s 2010 “Decision” — a reminder that “you can't make an omelet without breaking some eggs.”
By Chris Kelly • Oct. 17, 2025 -
Permission granted by Variety via Getty Images
How Colgate-Palmolive’s Hello amplifies marketing by gut-checking AI
CEO Diana Haussling and execs from Acxiom and agency FCB discussed use cases of artificial intelligence at Variety’s Future of Brand Summit.
By Chris Kelly • Oct. 15, 2025 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Courtesy of Procter & Gamble
Herbal Essences taps into infomercial nostalgia to serve ‘scent traps’
The P&G hair care brand enlists “Love Island” star Amaya Espinal to celebrate the power of scent in digital and out-of-home ads.
By Chris Kelly • Oct. 15, 2025 -
Permission granted by Target
Why Target is embracing social-first marketing for its Woolrich collab
A campaign promoting the design partnership shifts from studio-shot imagery to lifestyle-oriented visuals and storytelling driven by influencers.
By Peter Adams • Oct. 14, 2025 -
Permission granted by Shutterstock for Advertising Week New York
CMOs share what brands get wrong when marketing to Gen Z
The group’s perceived aversion to advertising and lack of brand loyalty are more myth than fact, panelists argued at Advertising Week.
By Peter Adams • Oct. 10, 2025 -
Permission granted by Shutterstock for Advertising Week New York
How Keurig Dr. Pepper embraces flywheel marketing to drive performance
During an Advertising Week panel, CMO Drew Panayiotou explained how marketers can measure success when accuracy is not completely possible.
By Chris Kelly • Oct. 9, 2025 -
Permission granted by Shutterstock for Advertising Week New York
In-housing or outsourcing? PepsiCo, VaynerMedia turn to ‘co-sourcing’
PepsiCo has tripled content production and seen sales growth for brands like Mug since integrating the agency closer to its internal teams.
By Peter Adams • Oct. 8, 2025 -
Permission granted by Shutterstock for Advertising Week New York
How Molson Coors, PepsiCo operationalize rapid, relevant culture plays
Brands must be aligned with agency partners and remove barriers to execution, executives explained at Advertising Week.
By Chris Kelly • Oct. 7, 2025 -
Courtesy of Dr. Squatch
ColumnCampaign Trail: Dr. Squatch makes masculinity fun again in ‘Manlandia’
The Unilever-owned men’s grooming brand tapped hunky “Reacher” star Alan Ritchson to address male malaise.
By Chris Kelly • Oct. 3, 2025 -
Courtesy of General Mills
General Mills doubles down on snackable content with sketch series
“The Snacktime Sketch Show,” which parodies everything from “Love Island” to rogue artificial intelligence, promotes the “unsung heroes” of the snack aisle.
By Peter Adams • Oct. 2, 2025 -
Courtesy of Oura
How Oura keys into self-expression to reach Gen Z, millennials
The brand is betting on channels where return on investment is strongest as it launches a ceramic smart ring in different colors for the first time.
By Chris Kelly • Oct. 2, 2025 -
Retrieved from Qdoba on October 02, 2025
Q&AQdoba’s new CMO on turning the fast-casual chain into a national brand
As it rapidly expands, the chain is relying on an agency roster including Leo, Influential and other Publicis shops, newly appointed CMO Jon Burke explains.
By Chris Kelly • Oct. 2, 2025 -
Permission granted by Target
Target plots retail, marketing blitz around ‘Stranger Things’ final season
Target is the only retailer running a national campaign developed directly with Netflix and featuring on-screen talent from the show.
By Peter Adams • Oct. 1, 2025 -
Courtesy of Godiva
Godiva taps Leighton Meester for brand reset ahead of 100th anniversary
The Belgian chocolate brand’s global campaign features the “Gossip Girl” star and spans CTV, OOH, billboards, digital, social and influencer elements.
By Chris Kelly • Sept. 30, 2025 -
Courtesy of PepsiCo
Doritos dials up ‘80s-style telethon for ‘Stranger Things’ final season
David Hasselhoff, Paula Abdul and ALF are featured on a hotline and in digital spots as the Frito-Lay brand taps into fandom and nostalgia.
By Chris Kelly • Sept. 29, 2025 -
Courtesy of Athletic Brewing
Athletic Brewing makes a play for nonalcoholic beer this football season
To drive visibility, the brand invested seven figures into a media plan that spans CTV, streaming audio, podcasts and targeted digital placements.
By Sara Karlovitch • Sept. 29, 2025 -
Courtesy of Motto by Hilton
Motto by Hilton gives travelers ‘main character energy’ in social series
Inspired by choose-your-own-adventure video games, “Guest Quests” features influencers Hannah Berner, Connor Wood and Kordell Beckham.
By Peter Adams • Sept. 26, 2025 -
Courtesy of Kraft Heinz
In this economy!? Maxwell House rebrands as Maxwell Apartment
The Kraft Heinz brand’s social-first campaign nods to the historically tough housing market by offering a 12-month “lease” on coffee for less than $40.
By Chris Kelly • Sept. 25, 2025 -
Courtesy of Nestlé USA
How Essentia pushes past category cliches with its New York takeover
Created by Droga5, the Nestlé brand’s new campaign includes videos, out-of-home ads, experiential activations and influencer collaborations.
By Chris Kelly • Sept. 25, 2025 -
Courtesy of VML
Oreo transforms crosswalks into cookies to spur impulse purchases
The Mondelez brand and agency VML decorated crosswalks outside of select Kroger locations to include QR codes accessing special offers.
By Peter Adams • Sept. 24, 2025 -
Courtesy of Kellanova
How Kellanova uses AI to predict creative performance and drive KPIs
The CPG marketer, in partnership with data firm Vidmob, found that predictive impact scoring can boost creative performance and media ROI.
By Chris Kelly • Sept. 24, 2025 -
Courtesy of Mars Petcare US
Temptations, People honor hot cat dads in Sexiest Man Alive issue
The Mars Petcare brand is sponsoring a new category in the reader’s choice version of the special issue that tends to generate online chatter.
By Peter Adams • Sept. 22, 2025 -
Courtesy of Kontoor Brands
How Lee’s new brand platform reasserts its denim authority
“Built Like Lee” celebrates the heritage of a brand founded in 1889 and is the first expression of a creative vision meant to resonate with a new generation.
By Jessica Hammers • Sept. 22, 2025 -
Courtesy of Bubly
PepsiCo’s Bubly gets low with Apple Bottoms jean collaboration
The social-first campaign was created by PepsiCo’s in-house agency and includes paid support across social and influencer collaborations.
By Chris Kelly • Sept. 19, 2025 -
Courtesy of Lego
ColumnCampaign Trail: Lego transforms Tom Holland to celebrate creativity
The latest chapter in the toy brand’s “Rebuild the World” campaign demonstrates the power of its in-house agency.
By Chris Kelly • Sept. 19, 2025
