Creative

Oreo refreshes holiday creative with spin on Santa’s milk and cookies

The Mondelēz brand worked with No Notes, Colin Jost’s content studio, along with Dentsu on socials and Publicis Production as a consulting agency.

By Peter Adams • Nov. 12, 2026

Fetch trades views for rewards with brand-backed holiday microseries

“The Receipt” features brands like Dove, Breyer’s and Olipop and offers consumers points for viewing that can be redeemed for gift cards. 

By Jessica Hammers • Nov. 12, 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

Maybelline updates ‘Maybe’ tagline as beauty perceptions evolve

Tweaks to punctuation and phrasing are intended to feel more inclusive and empowering, a spirit captured in ads with Miley Cyrus.

By Peter Adams • Nov. 11, 2026

Carnival gamifies cruise experience via interactive Twitch livestream

The cruise line is looking to reach younger audiences as the company sees record-high 2027 bookings.

By Sara Karlovitch • Nov. 11, 2026

Netflix embraces 35mm film in international campaign

The multichannel campaign is supported by “Typecast,” a social series delving into the unexpected viewing favorites of fashion designers and other creatives.

By Sara Karlovitch • Nov. 10, 2026

Why Rao’s heated up brand building with a request to slow down meals

A short film is part of a larger “Make Time” campaign created with Goodby Silverstein & Partners that spans channels.

By Chris Kelly • Nov. 10, 2026

Pepsi’s holiday push includes bigger retail presence, soda for Santa

The beverage brand is also increasing its marketing efforts around the football season for efforts that build on its “Food Deserves Pepsi” platform.

By Jessica Hammers • Nov. 9, 2026

How Ogilvy uses AI to unlock scale, protect rights for brand talent shoots

The WPP agency launched Echo in collaboration with Creative Artists Agency to meet marketers’ content needs while preserving consumer trust.

By Chris Kelly • Nov. 9, 2026

Campaign Trail: Wet Ones puts ‘hand butts’ on the streets

The Edgewell brand worked with BBH USA on an out-of-home campaign it hoped would cause some consumers to do a double take.

By Chris Kelly • Nov. 6, 2026

Wendy’s takes a shot at McDonald’s with rewards-based video game

“WendyQuest” challenges players to defeat various enemies like the Golden Archers, and arrives as the chain chases a turnaround.

By Jessica Hammers • Nov. 5, 2026

Old Navy flies with celebs, Gap keeps it acapella for holiday campaigns

The sister brands are sticking to their respective marketing strengths as the holiday season kicks into high gear.

By Chris Kelly • Nov. 5, 2026

How Fresh Step used AI to go from brief to ads at one-tenth the cost

To address ongoing category pressure, the Clorox cat litter brand worked with agency RECE to get a new campaign in market in about a month.

By Chris Kelly • Nov. 5, 2026

Target vs. Walmart: Holiday marketing’s stakes feel higher this year

Walmart’s brand platform focused on reappraisal and Target’s turnaround strategy are in the spotlight during a make-or-break moment for retail. 

By Peter Adams • Nov. 4, 2026

Levi’s claymation holiday campaign celebrates handmade craft amid AI bloat

The nostalgic effort follows a back-to-school campaign that CEO Michelle Gass said failed to generate the expected demand and traffic.

By Sara Karlovitch • Nov. 3, 2026

How the sausage is made: Inside Johnsonville’s political parody campaign

A campaign that culminated with the midterm elections sought to engage Americans around a distaste for politics while avoiding partisanship.

By Chris Kelly • Nov. 3, 2026

WPP Media posts first growth in 2 years as turnaround stays on track

Retaining Coke and expanding a relationship with DoorDash — which recently acquired Instacart — could provide future tailwinds for the business.

By Peter Adams • Nov. 2, 2026

After AI backlash, Svedka challenges consumers to create Super Bowl ad

The Sazerac-owned vodka brand is pivoting after using artificial intelligence to produce its 2026 big game debut.

By Chris Kelly • Nov. 2, 2026

Express unwraps holiday campaign to build on brand metric gains

CMO Joe Berean explains how “Holiday, Hamlin Style” was inspired by the organic social engagement of the retailer’s spring campaign.

By Chris Kelly • Nov. 2, 2026

Why JCPenney is taking on deal fatigue for its holiday campaign

Marisa Thalberg, chief customer and marketing officer at parent Catalyst Brands, explains the retailer’s latest push with agency Mischief. 

By Jessica Hammers • Nov. 2, 2026

Disney plans TikTok Shop holiday experience with over 20 brands

A Super Brand Day event in November will feature products from the Disney Store and brands including Old Navy, Crocs, ColourPop and more.

By Jessica Hammers • Oct. 29, 2026

Sephora casts Seth Rogen for holiday ads targeted at gift-givers

“The Studio” star plays a clueless shopper in a campaign made with Gut New York that is aimed at consumers who aren’t in-the-know about beauty.

By Peter Adams • Updated Oct. 28, 2026

Patrón embraces Día de Muertos for one-night-only comedy show

The Bacardi brand is promoting the event, which includes guest experiences and custom cocktails, across paid social and OOH channels.

By Sara Karlovitch • Oct. 27, 2026

Why Clorox shifted from creating brand campaigns to systems of relevance

CMO Eric Schwartz dug into how brands including Pine-Sol and Brita built social-first, high-volume content models.

By Chris Kelly • Oct. 26, 2026

Walmart CMO breaks down retailer’s Muppet-fueled holiday campaign

For a unified push during the holidays, the retailer is recreating the world of “The Muppet Christmas Carol” and extending its “Who Knew?” brand platform.

By Peter Adams • Oct. 26, 2026

Campaign Trail: E.l.f. casts spell to deliver Y2K nostalgia to Gen Z

Created by the beauty marketer’s in-house entertainment arm, “The e.l.f.ing Magical Sisters” evokes memories of “Charmed” ahead of Halloween.

By Chris Kelly • Oct. 23, 2026