Creative: Page 107
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Sprite highlights hip-hop culture with 'Thirst for Yours' campaign
The Coca-Cola brand evolves its long-running "Obey Your Thirst" campaign for a fresh cohort of young fans.
By Barry Levine • June 21, 2019 -
Positive portrayal of women in ads sparks sales lift, study finds
Amid consumer calls for gender equality, some companies are examining depiction of women in their ads.
By Kira Barrett • June 21, 2019 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Column
Campaign Trail: Why Uber built a virtual city to promote a product that doesn't exist yet
Set in a computer-generated San Francisco, an integrated campaign aims to seed viewers' minds for Uber Elevate's transit vision four years before launch.
By Natalie Black (Koltun) • June 21, 2019 -
Dunkin' debuts 'human charger' pop-up for summer solstice
On the longest day of the year, coffee fans can visit the activation to snag a free drink, a reusable straw and a tongue-in-cheek user guide.
By Natalie Black (Koltun) , Barry Levine • June 21, 2019 -
Havas acquires majority stake in streaming, gaming specialist shop Battery
With clients including Netflix and Activision Blizzard, the Los Angeles-based agency will be integrated into Havas' global Annex network.
By Peter Adams • June 20, 2019 -
Doritos, Audi stick with tie-ins for upcoming 'Spider-Man' movie
Ahead of the "Spider-Man: Far From Home" debut, the PepsiCo brand slings exclusive merchandise, while Audi flaunts product placement in a new video.
By Chris Kelly , Barry Levine • June 20, 2019 -
Pantene updates 'Don't Hate Me Because I'm Beautiful' to feature LGBTQ+ community
The revamp of an iconic 1986 ad defines a modern meaning of beautiful as P&G continues to ramp up more inclusive messaging.
By Dianna Christe • June 19, 2019 -
Why personalized packaging works for CPG companies
Benefits include greater engagement and brand awareness, increased sales and consumer loyalty, a report from PreScouter found.
By Cathy Siegner • June 19, 2019 -
Unilever CEO: 'Woke-washing' is infecting the ad industry
The comments from Cannes Lions arrive as an Edelman study finds that 53% of consumers think brands "trustwash" their social responsibility claims.
By Dianna Christe • June 19, 2019 -
Forrester: CMOs face creative rut while overspending on technology
If brands were to shift $19 billion earmarked for digital technologies to more creative efforts, they could see $10 billion more in ROI over the next six years.
By Robert Williams • June 18, 2019 -
P&G cozies up to creators as it looks to 'reinvent advertising'
The company is building relationships with John Legend, Arianna Huffington's Thrive Global and others as it seeks to tell new stories around equality and inclusiveness.
By Chantal Tode , Barry Levine • June 18, 2019 -
Bud Light revives '90s ad series and brews music-infused beer on Twitch
The AB InBev brand mines nostalgia on two fronts while tapping into a historic Stanley Cup win.
By Barry Levine • June 18, 2019 -
JetBlue celebrates Pride Month with 'RuPaul's Drag Race' makeover
To promote a plane inspired by RuPaul's "shantay you stay" catchphrase, the New York-based airline tapped Bob the Drag Queen and Trixie Mattel to parody inflight announcements.
By Dianna Christe • June 17, 2019 -
Samsung, 3M test Spotify's podcast audience targeting
As podcast listenership surges 250%, the streaming service touts its ability to reach specific audiences.
By Robert Williams • June 17, 2019 -
How Unilever used DNA analysis to reduce stereotypical thinking among marketers
In a continuation of a three-year-old Unstereotype initiative, the CPG giant worked with academics on a 23andMe-like experiment that also bolstered creative thinking.
By Peter Adams • June 17, 2019 -
Welcome to Good Burger: Nickelodeon pops up restaurant to promote 'All That' return
To promote the revival of the millennial favorite, the kids' network teamed with the makers of the popular "Saved by the Bell" pop-up.
By Chris Kelly , Barry Levine • June 14, 2019 -
Kraft wants parents to lie to kids with 'Salad Frosting'
A humorous spot targeting millennial parents with limited-edition salad "frosting" — aka classic ranch dressing in a frosting tube — has courted backlash.
By Kira Barrett • June 14, 2019 -
Column
Comic Dive: Haters Gonna Hate
Brands like IHOP and Vita Coco are driving social chatter by engaging with online negativity instead of running away from it.
By John Hazard • June 14, 2019 -
Michelob Ultra turns Father's Day tributes on Instagram into real cards
The cards will include a Drizly code that can be used to order the beer for delivery.
By Robert Williams • June 13, 2019 -
Burger King flips Whoppers upside down for 'Stranger Things' tie-in
In advance of the hit Netflix series' third season, Burger King is partnering with Coca-Cola and DoorDash for giveaways and exclusive content.
By Barry Levine • June 13, 2019 -
Forrester: Whole Foods' customer experience gets boost from Amazon
Customers are having better experiences now that the natural foods chain has been integrated with Amazon's leading digital offerings.
By Barry Levine • June 13, 2019 -
Pandora debuts in-house audio consultancy as marketers tune up sound strategies
Ashley HomeStore is among the first clients working with Studio Resonate, which focuses on the development of sonic logos, creative, media and more.
By Robert Williams • June 13, 2019 -
Kind campaign bites into Clif Bar over nutritional claims
The snack brand's latest 30-second TV spot dramatizes how much sugar is in its competitor's products.
By Robert Williams • June 12, 2019 -
Birchbox campaign positions brand for inclusive self-care push
With company research supporting the need for consumers to take time for themselves, the brand launched a cross-channel campaign called "You" that includes TV.
By Dianna Christe • June 12, 2019 -
Sponsored by Quad
Always open: Create on-brand, on-time content for today's demanding consumers
Meeting consumer expectations – the secret to on-time, on-brand content creation.
By Pete Deubler, Executive Director of Business Process Strategy, Quad • June 12, 2019
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