Creative: Page 10

  • uncrustables smucker
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    Courtesy of The J.M. Smucker Co.
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    Q&A

    J.M. Smucker’s CMO on how brands must face the challenges of 2025

    Gail Hollander discusses the convergence of brand building and pop culture and how marketers should think about retail media, AI and other emerging tech.

    By • Jan. 27, 2025
  • Dove Beauty Bar campaign images
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    Courtesy of Dove
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    Column

    Campaign Trail: Dove’s iconic Beauty Bar is a canvas for celebration

    Ogilvy’s “Unready for Anything” campaign for the Unilever brand flips the “get ready with me” trend on its head.

    By • Jan. 24, 2025
  • Consumer Packaged Goods Explore the Trendline➔
    Trendline

    Consumer Packaged Goods

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

    By Marketing Dive staff
  • Ciara Miller and Amanda Batula lounge in bed wearing Kind hoodies.
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    Courtesy of Kind
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    Kind embraces Gen Z trend bed rotting in new campaign

    One of Dictionary.com’s 2024 new words, bed rotting — laying in bed during the day — has been embraced by younger consumers as a form of self-care.

    By • Jan. 24, 2025
  • A bag of Cheetos features a custom Other Hand Font and Chester Cheetah design
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    Permission granted by PepsiCo Foods US
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    Cheetos continues to embrace ‘Other Hand’ imperfection with custom font

    The design described as “hilariously bad” is available via web download and a Chrome plug-in and will appear on special bags of the snack.

    By • Jan. 23, 2025
  • Dogfish Head's 30 Minute Light IPA in bottle and glass
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    Courtesy of Dogfish Head
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    How Dogfish Head uses social-first marketing as craft beer tides change

    The Boston Beer Company-owned brewery leaned into Quitter’s Day and doled out participation medals and beer money to launch a new light IPA.

    By • Jan. 23, 2025
  • McDonald's, Pokemon Go hero imagery
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    Courtesy of McDonald's
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    McDonald’s amplifies mobile app with Pokémon Happy Meal

    The burger chain is again wedding pop culture and nostalgia with a Happy Meal box inclusive of a Pokémon booster pack, poster and sticker sheet.

    By • Jan. 22, 2025
  • Keegan-Michael Key wears a blue sports coat near a football banner and Jim Beam care package.
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    Courtesy of Jim Beam
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    Jim Beam comforts grieving football fans with Keegan-Michael Key

    Comedic skits running on the Suntory brand’s Instagram along with a 7 Stages of Defeat care package are meant to help keep spirits alive. 

    By • Jan. 21, 2025
  • Coors Light's Case of the Mondays
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    Courtesy of Coors Light
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    Coors Light preps case of the Mondays for day after the Super Bowl

    The Molson Coors flagship continues to build buzz for its big game spot after misspelling “refreshment” as “refershment” in an ad stunt.

    By • Jan. 15, 2025
  • Actor Keegan-Michael Key pours a cocktail at a Cambria Hotels bar in a marketing campaign image for Choice Hotels International.
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    Courtesy of Choice Hotels International
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    Choice Hotels CMO talks travel ‘maximizing’ in new global ad campaign

    Actor Keegan-Michael Key returns for this year’s marketing push, which aims to build brand loyalty, Noha Abdalla shares.

    By Jenna Graber • Jan. 14, 2025
  • Rocket rebrand billboard
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    Courtesy of Rocket
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    How Rocket Companies’ rebrand sets the stage for a new Super Bowl approach

    A new visual identity looks to position the company as the “most culturally significant and inclusive brand in America,” said CMO Jonathan Mildenhall.

    By • Jan. 14, 2025
  • Nikki Rodriguez poses for American Eagle's Fall 2024 campaign.
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    Courtesy of American Eagle
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    How American Eagle’s CMO avoids AI’s ‘generic creative’ trap

    At NRF’s Big Show, Craig Brommers addressed mounting production demands but said delegating more work to AI is a “scary” prospect.  

    By • Jan. 14, 2025
  • A diptych shows a trio of people sporting Walmart gear next to a photo of an individual wearing a Walmart bucket hat and T-shirt
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    Permission granted by Walmart
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    How Walmart’s latest brand refresh reinforces bigger digital ambitions

    The first such update since 2008 for the big-box store introduces more vibrant colors and promotes its spark logo as a stronger standalone brand asset.

    By • Updated Jan. 13, 2025
  • Four men in various states of undress pose in a Dollar Shave Club ad
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    Courtesy of Dollar Shave Club
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    Column

    Campaign Trail: Dollar Shave Club gets back to its disruptive roots

    The direct-to-consumer trailblazer is updating its irreverent streak after a period at Unilever that “neutered” the brand’s edginess, per CEO Larry Bodner.

    By • Jan. 10, 2025
  • Hyundai Amazon app
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    Courtesy of Hyundai Motor America
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    Hyundai shows how easy it is to ‘Add to Cart’ via Amazon Autos

    A campaign spot takes place in a fulfillment center, showcasing what is typically ordered through Amazon before landing on a 2025 Hyundai Santa Fe.

    By Aaron Baar • Jan. 9, 2025
  • A Starbucks store stands in Manhattan on January 30, 2024 in New York City.
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    Spencer Platt via Getty Images
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    Starbucks hands Anomaly US creative duties in blow to WPP: report

    WPP, which only won the account in October, established a bespoke Team Starbucks unit to support the coffee chain’s turnaround plan.

    By • Jan. 9, 2025
  • A still image from "Bus Stop" a video spot under TIde and Marvel Studio's "Collateral Stains" campaign.
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    Courtesy of Procter & Gamble
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    Tide, Marvel Studios tackle ‘collateral stains’ with 5D film experience

    Consumers who enter an Instagram sweepstakes will have the chance to attend a stain-filled early screening of “Captain America: Brave New World.”

    By • Jan. 8, 2025
  • Mug Root Beer Dawg DNA kit
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    Courtesy of Mug Root Beer
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    Mug Root Beer tests fans’ DNA to see who’s ‘got that dawg’ in them

    Available via TikTok Shop, the kits align with the PepsiCo brand’s rising status as an internet meme fixture and respond to fresh sales momentum.

    By • Jan. 8, 2025
  • A man sits on an airline with a blocked middle seat.
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    Courtesy of Spirit Airlines
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    Spirit Airlines lands new campaign boosting affordable luxury

    The first effort under the “More Fly” platform promotes features like more elbow room and larger seats and comes as the brand navigates bankruptcy.

    By • Jan. 8, 2025
  • John Cena in a McDonald's ad
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    Courtesy of McDonald's
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    McDonald’s value menu launch gets inspirational boost from John Cena

    The actor-wrestler appears in new ads that turn into a oddball spiel about the transformational power of the McValue platform. 

    By • Jan. 7, 2025
  • Businessman Carrying Heavy Burden of Blocks and Shapes
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    CreativaImages via Getty Images
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    Deep Dive

    10 marketing predictions for 2025 as new era of productivity dawns

    With global ad spending set to surpass $1 trillion, marketers must navigate myriad challenges, including an uncertain regulatory landscape, with finesse.

    By , , , • Jan. 7, 2025
  • A plane flys over a J.C. Penney storefront.
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    Justin Sullivan via Getty Images
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    JCPenney hires agency Mischief, seeking bigger creative swings

    Disruptor shop Mischief is tasked with developing a new creative platform and delivering bold marketing for the department store chain. 

    By • Jan. 6, 2025
  • Heineken 0.0 ad
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    Courtesy of Heineken
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    Heineken 0.0 looks to destigmatize abstaining from alcohol

    “0.0 Reasons Needed” is built around company research indicating Gen Z consumers face the most stigma for choosing a nonalcoholic beverage.

    By • Jan. 6, 2025
  • Five cans of Athletic Brewing's flagship beers
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    Courtesy of Athletic Brewing
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    Inside Athletic Brewing’s marketing as reach expands for nonalcoholic beer

    CMO Andrew Katz explains how a new multimillion-dollar campaign addresses the entrance of more "big guys" into the nonalcoholic category.

    By • Jan. 6, 2025
  • Dove Real Beauty Talks materials
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    Retrieved from Dove on January 03, 2025
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    Dove shreds toxic New Year’s resolutions in latest body confidence push

    The Unilever brand is launching its first body confidence program for women and asking them to rip up sticky notes on TikTok.

    By • Jan. 3, 2025
  • RXBAR
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    Courtesy of Kellanova
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    RXBar combats ‘New Year, New You’ ads with B.S. Blocker Truck

    The truck will tour New York City on Jan. 3 and literally block “toxic” ads reported to the brand by consumers who text a designated phone number.

    By Aaron Baar • Jan. 2, 2025