Creative
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Permission granted by Peter Adams/Marketing Dive
5 Cannes Lions takeaways as marketers wrestle with an industry in flux
Marketing Dive caught up with attendees to ask them about their biggest surprises, frustrations and what they want to see more of at the festival.
By Peter Adams • June 26, 2026 -
Courtesy of The Honest Company
ColumnCampaign Trail: The Honest Company delivers women’s bathroom truths
The consumer goods company teamed with agency Zambezi to break down taboos and change the tenor of advertising in the flushable wipes space.
By Chris Kelly • June 26, 2026 -
Explore the Trendlineâž”
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TrendlineTop 5 stories from Marketing Dive
From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.
By Marketing Dive staff -
Courtesy of Expedia
Q&AHow Expedia Group drives brand impact with creators — and Barbie’s Ken
Natalie Wills, SVP of integrated marketing and creative, shares what’s working with a creator-led strategy that includes an IShowSpeed partnership.
By Peter Adams • June 24, 2026 -
Courtesy of NBPA
How NBA players will deal directly with brands through a new union arm
Plyrs Untd looks to transform the cultural impact of the league’s players into products, partnerships and business opportunities.
By Chris Kelly • June 22, 2026 -
Courtesy of Coach
Coach unites celebrities, Gen Z storytelling under new brand platform
Developed with support from United Talent Agency’s Next Gen Practice and the creative agency Marcel, &Coach tries to break from luxury campaign narratives.
By Peter Adams • June 16, 2026 -
Courtesy of L'Oréal Paris USA
L’Oréal Paris helps shape ‘Legally Blonde’ origin story in streaming tie-up
The brand is a sponsor of the new “Legally Blonde” prequel show “Elle” and is running a co-marketing campaign inspired by social content.
By Peter Adams • June 11, 2026 -
Courtesy of American Eagle
Q&AHow American Eagle is kicking off its deal with the new face of soccer
The campaign will run across social channels, including Instagram, TikTok, YouTube, Pinterest and Snapchat, owned by the brand and the ambassador.
By Chris Kelly • June 10, 2026 -
Courtesy of Adidas
Deep DiveNike and Adidas take their rivalry to the World Cup. Who will win?
The brands are both at a crossroads, and their campaign centerpieces play up soccer bona fides alongside the sport’s stars and other pop icons.
By Chris Kelly • June 9, 2026 -
Permission granted by WPP
WPP puts a different type of ad talent to the test with new studio Hex
Made up mostly of Gen Zers with backgrounds outside of traditional advertising, Hex aims to address the industry’s AI skills gap.
By Peter Adams • June 8, 2026 -
Courtesy of Fox
Fox One pitches itself as home of World Cup viewing for obsessive fans
The DTC service looks to break through in streaming with a campaign that plays up the absurd lengths fans will go to watch the tournament.
By Chris Kelly • June 8, 2026 -
Courtesy of Tropicana
Why Tropicana is rejuvenating its creative but keeping the same strategy
CMO Chris Tussing explains how its new campaign is a creative evolution and demonstrates what the brand has learned about effective media planning.
By Chris Kelly • June 8, 2026 -
Courtesy of Coca-Cola
ColumnCampaign Trail: Coca-Cola rides a roller coaster of World Cup emotions
Created by WPP Open X, “No Better Feeling” heightens the reality of a single on-field moment to cap off Coke’s “Feel It All” campaign.
By Chris Kelly • June 5, 2026 -
Courtesy of Stellantis
Deep DiveHow brands are celebrating 250 years of America amid political polarization
Major marketers looking to engage U.S. consumers around the milestone must prove their bona fides or risk looking like bandwagoners.
By Chris Kelly • June 4, 2026 -
Courtesy of Indeed
Indeed addresses job market disconnect with ads that put people first
The “Jobs Need People” campaign depicts moments of peer-to-peer connection that make work fulfilling amid a rise in trends like employer ghosting.
By Peter Adams • June 3, 2026 -
Courtesy of Snickers
Snickers wins praise from Reeses for bigger push behind peanut butter
A spot digging at Reese’s shows a focus group composed of people named Reese who assess the flavor and texture of Snickers Peanut Butter.
By Peter Adams • June 2, 2026 -
Courtesy of The J.M. Smucker Co.
Café Bustelo turns Latin culture into temporary tattoos ahead of World Cup
The J.M. Smucker brand’s “Game Face” campaign taps into the iconography of tournament heavyweights Argentina, Brazil, Colombia and Mexico.
By Chris Kelly • June 1, 2026 -
Courtesy of Hyundai Motor America
Hyundai’s CMO on how to make the most of an official World Cup sponsorship
The automaker’s U.S. marketing campaign around the tournament, “Next Starts Now,” spans TV ads, social media, experiential activations and more.
By Chris Kelly • June 1, 2026 -
Courtesy of PepsiCo
Pepsi extends food-focused push for summer of soccer with ads, activations
Created in partnership with BBDO, Copa90 and The PepsiCo Studio, “Soccer Deserves Pepsi” features stars including David Beckham and Memo Ochoa.
By Chris Kelly • May 28, 2026 -
Permission granted by Coors Banquet
Coors Banquet, Wrangler up bid to Gen Z country fans with beer-infused jeans
Jeans featuring musical chords printed with beer-infused ink promote the release of “Connie Lou,” a song that mentions both brands.
By Peter Adams • May 28, 2026 -
Courtesy of Oreo
Oreo teams with K-pop supergroup BTS for global campaign
Spanning over 80 countries, the effort incorporates key parts of K-pop fan culture.
By Sara Karlovitch • May 27, 2026 -
Courtesy of Chili's Grill & Bar
Chili’s remakes iconic Baby Back Ribs jingle — again — with Lizzo
The cultural play comes several years after the chain tapped Boyz II Men to remix the tune in an effort to double down on ‘90s nostalgia.
By Chris Kelly • Updated May 27, 2026 -
Courtesy of Essentia
Essentia takes rule-defying campaign national for summer season
After an initial launch in New York last year, “Change the Equation” is expanding through a 90-second brand film and partnership with a soccer star.
By Peter Adams • May 26, 2026 -
Permission granted by The French's Food Company LLC and Universal Studios
French’s mustard goes green as part of ‘Minions & Monsters’ tie-in
A custom animated spot and a limited-time condiment inspired by Goomi, the film’s antagonist, anchor the multichannel campaign.
By Peter Adams • Updated May 28, 2026 -
Courtesy of Skittles
ColumnCampaign Trail: Skittles stays surreal for ‘uncomfortably soft’ gummies
TBWA\Chiat\Day updates the uneasy “magic” of the brand’s long-running “Taste the Rainbow” creative, choosing to shoot without CGI or AI.
By Chris Kelly • May 22, 2026 -
Courtesy of Manischewitz
Manischewitz celebrates Jewish matchmaking with reality dating series
The kosher foods brand is tapping into trends around episodic content with “Manischewitz Matchmakers,” which will air on social media in July.
By Jessica Hammers • May 21, 2026
