Mastercard adds taste to brand's positioning with custom macarons

This sweet new campaign is part of the company's initiative to turn itself into a multi-sensory brand known for making quality experiences possible.

By Barry Levine • Sept. 24, 2019

Forrester: Agencies' data platforms capture significant ad spend but face challenges

To meet CMOs' need for data-driven performance, agency holding groups have invested more than $12 billion in technology and databases since 2014.

By Robert Williams • Sept. 24, 2019

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Consumer Packaged Goods

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

By Marketing Dive staff

'Avengers' memes and cheese bunkers: Inside 1 of Kellogg's most successful launches

CMO of North America Gail Horwood dished on the premarket research and real-time response that turned Cheez-It Snap'd into a fan favorite.

By Peter Adams • Sept. 24, 2019

Lego tunes in Mark Ronson for 1st global brand campaign in 30 years

Centered on a whimsical animated video, the campaign also includes OOH elements that encourage kids to challenge gender stereotypes.

By Dianna Christe • Sept. 23, 2019

Honda taps customers' stories to highlight safety features on social media

Generation Z car buyers tend to be more aware of the latest automotive technologies, including safety features.

By Robert Williams • Sept. 23, 2019

Marketing with memes: The ins and outs of sharing viral social content

Witty, relatable content is ripe for social sharing, but success takes more than simply repurposing what's buzzy online to snag brand attention.

By Shane Schick • Sept. 23, 2019

How Folgers has ushered in almost 170 years of happy mornings

"I don't care whether you're talking about TV advertising or digital advertising, ... they have stayed true to their target audience," says Gary Stibel, CEO of New England Consulting Group.

By Megan Poinski • Sept. 23, 2019

CTV startup Innovid acquires display ad firm Herolens

Beyond giving Innovid more cross-channel flexibility, the deal aims to shore up strength against the ad-serving "duopoly" of Google and Amazon.

By Peter Adams • Sept. 20, 2019

Ketel One refreshes Emmy-linked campaign with animated ads

"Drink Marvelously​" updates the Diageo vodka brand's cocktail-based campaign from last year's Emmy Awards.

By Barry Levine • Sept. 20, 2019

E!, Vans​ boosted results with Facebook's new interactive ad formats

Bobbi Brown Cosmetics, Uber India and Warner Bros. also saw positive results with the mobile platform's new playable, AR and poll ads.

By Robert Williams • Sept. 20, 2019

McDonald's promotes Uber Eats delivery with loungewear giveaway

The burger chain celebrated "McDelivery Night In" on Thursday with branded swag for mobile orders in the U.S.

By Robert Williams • Sept. 20, 2019

How CPGs like MillerCoors, PepsiCo use Pinterest to energize product launches

Oracle Data Cloud research shows that 75% of Pinterest users are "very interested" in trying new products.

By Peter Adams • Sept. 19, 2019

Lay's goes 'Insta-worthy' in packaging refresh to attract younger consumers

The PepsiCo brand will support its first new package design in a dozen years with TV, digital and OOH ads.

By Barry Levine • Sept. 19, 2019

53% of consumers say brands are more political, down from 64%, survey finds

About one-third of Gen Z and 27% of millennials think brands should try to impact political and cultural issues, but only 16% of Gen X and 13% of Boomers agree.

By Barry Levine • Sept. 19, 2019

ANA debuts measurement for cultural impact of advertising

A metric developed with NBCUniversal and member companies aims to pinpoint how cultural insights in ads affect brand, purchase intent and loyalty.

By Robert Williams • Sept. 18, 2019

LG taps Vanilla Ice, Ice-T for experiential cocktail competition

To promote a refrigerator that makes cocktail-ready ice, the electronics company is hosting a pop-up bar in New York City this week.

By Dianna Christe • Sept. 18, 2019

Pepsi heralds return of 'Sunday Night Football' to Cleveland with limited-edition soda

Orange-hued "Believeland" Pepsi will be doled out at a free tailgate for Browns fans ahead of the broadcast on Sept. 22.

By Peter Adams • Sept. 17, 2019

Philadelphia Cream Cheese's new tool turns anything into a 'bagel'

The Kraft Heinz brand is selling the novelty "Bagel That" device on Amazon.

By Barry Levine • Sept. 17, 2019

Bud Light debuts alien cans despite 'Storm Area 51' event cancellation

While the viral Facebook event was called off, AB InBev's flagship brew is doubling down with limited-edition merch and experiential efforts.

By Dianna Christe • Sept. 16, 2019

For retail brands, there's never been a better time to mine millennial FOMO

Taking full advantage of the experience economy requires more than the occasional loyalty perk, trunk show or Instagrammable moment, writes Aptos' Dave Bruno.

By Dave Bruno • Sept. 16, 2019

Godiva taps digital for global branding campaign focused on founder

In an attempt to grow its business five times over six years, the brand is focused on "creating wonder and delight."

By Dianna Christe • Sept. 16, 2019

Budweiser's 'Serve Our Heroes' tops ranking of purpose-driven ads

Ace Metrix measured the cultural impact of ads by scoring them on "most empowering" messaging with the least chance of negative reaction.

By Barry Levine • Sept. 13, 2019

Bacardi turns the sounds of bartending into ASMR-inspired video

Soundtracked by musician Swizz Beatz, "Sound of Rum" features top bartenders from around the world and builds on the brand's music marketing.

By Barry Levine • Sept. 13, 2019

Campaign Trail: Bombay Sapphire brings new meaning to UGC with crowdsourced creative

Nearly 7,000 people contributed to a tech-powered installation the Bacardi gin brand hosted to awaken the artistic capacity within everyone.

By Natalie Black (Koltun) • Sept. 13, 2019

NFL kicks off weekly show exclusively on YouTube

Following partnerships with TikTok and Reddit, the league continues its efforts to appeal to younger, digitally native sports fans.

By Barry Levine • Sept. 12, 2019