Creative: Page 108
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Always open: Create on-brand, on-time content for today's demanding consumers
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By Pete Deubler, Executive Director of Business Process Strategy, Quad • June 12, 2019 -
KFC's exclusive Mtn Dew flavor aspires to cult success of Baja Blast
The fried chicken purveyor takes a page from Taco Bell's playbook with the debut of the peach and honey-tinged Sweet Lightning.
By Peter Adams • June 11, 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 -
Opinion
Challenging the definition of brand safety
While the industry settles on what brand safety means, companies are finding fresh ways to define the idea based on their individual values, writes Sovrn's Jeff Meglio.
By Jeff Meglio • June 11, 2019 -
Study: Many see Pride-themed marketing as a ploy
Findings include that 24% are more likely to purchase if a company is LGBTQ-friendly, 18% are less likely and 44% say it doesn't matter.
By Barry Levine • June 11, 2019 -
Miller Lite's new Bluetooth-enabled can doubles as a game controller
For its latest gaming push, the MillerCoors flagship teamed with comedian Eric Andre and unveiled plans to launch a Twitch channel.
By Barry Levine • June 11, 2019 -
Hyatt offers last-minute Pride packages via experience-focused Find platform
The hotel chain is creating loyalty member exclusives to capitalize on this month's NYC Pride celebrations, which are expected to draw millions of attendees.
By Peter Adams • June 10, 2019 -
Corona lets beer drinkers pay with plastic waste for World Oceans Day
Swapping trash for a new brew lets Corona connect with consumers who share eco-friendly values.
By Dianna Christe • June 10, 2019 -
Study: Hershey's leads the pack for most effective TV advertising among CPGs
Most of the top ads across the sector feature themes of sharing versus solo consumption, reflecting how brands are adjusting to changing consumer demands.
By Dianna Christe • June 10, 2019 -
Can Monster, a dot-com brand built on Super Bowl ads, find its footing again with targeted TV?
The job hunting board is working with Simulmedia on a data-driven playbook that looks to win back market share with the younger users it has lost.
By Peter Adams • June 10, 2019 -
Tony Hawk reconnects with Bagel Bites to engage 'Rad Dads'
The legendary skateboarder teamed with the snack brand for the first time since 2002 in a nostalgic push targeting millennial dads.
By Barry Levine • June 7, 2019 -
Column
Campaign Trail: How Bloomingdale's spun an Instagram-minded pop-up into a Pride tribute
The legacy retailer aims to encapsulate the meaning behind the monthlong celebration of the LGBTQ+ community — while spurring UGC.
By Natalie Black (Koltun) • June 7, 2019 -
Smirnoff mixes influencers, experiential and content marketing for extensive Pride campaign
The Diageo brand is deploying Laverne Cox, Jonathan Van Ness and Alyssa Edwards for a number of activations running around a historic NYC Pride.
By Peter Adams • June 6, 2019 -
Taco Bell unwraps fresh song, fake movie trailer for Nacho Fries' return
The chain's original songs and sheet music follow a flurry of recent campaigns around musical branding.
By Barry Levine • June 6, 2019 -
Cadillac's 3-step Oscars campaign drove a 47% spike in dealership site traffic
Purpose-led "Keep Rising," which included custom Twitter emoji and celebrities Spike Lee and Constance Wu, spurred a similar jump in online searches.
By Peter Adams • June 6, 2019 -
Cheetos-themed apparel arrives at Forever 21
The brand is a leading example of how some food companies are looking to turn fan enthusiasm into a lifestyle statement.
By Barry Levine • June 6, 2019 -
Coca-Cola offers $10K for consumers to create best new drink concoction
The soda giant's "Make Your Mix" contest will reward the most creative flavor made from two or three beverages at a Freestyle machine.
By Cathy Siegner • June 5, 2019 -
Belvedere Vodka duets with Janelle Monáe for UGC, diversity push
The "Beautiful Future" messages are in line with the advertising industry's push for greater diversity and inclusion.
By Tatiana Walk-Morris • June 5, 2019 -
Mtn Dew localizes national campaign with state-specific bottles, 50 unique digital ads
The brand's summer push recognizes the variety of activities Americans engage in and celebrates those differences.
By Tatiana Walk-Morris • June 5, 2019 -
Deep Dive
Got to be real: the dos and don'ts of musical branding campaigns
Major brands like Oreo and Lay's have tapped mainstream musicians to craft original songs, but not all the efforts are chart toppers.
By Chris Kelly • June 5, 2019 -
IHOP resurrects controversial 'IHOb' name change, targets burger promo's haters
The chain becomes the latest marketer to incorporate online negativity into its marketing as opposed to letting customer service handle it.
By Barry Levine • June 4, 2019 -
Pernod Ricard links with new Gen Z-focused agency on global music festival
Planned across three continents, the events are the first to be co-sponsored by Pernod Ricard brands, including Beefeater, Jameson, Ballantine's and Absolut.
By Barry Levine • June 4, 2019 -
OpenTable showcases LGBTQ+ restaurants for Pride Month
The reservation platform joins a growing mix of restaurant brands including Starbucks, sweetgreen and fresh&co that are showing support for the LGBTQ+ community.
By Alicia Kelso • June 4, 2019 -
Lyft parts ways with CMO after 8 months, shakes up marketing department
Amid a rocky first stretch trading on the public markets, the ride-hailing company is dividing up its chief marketing duties.
By Peter Adams • May 31, 2019 -
Column
Comic Dive: Run For The Border, Get A Room
In its biggest lifestyle play yet, Taco Bell doubles down on millennial marketing with a branded hotel that scratches several tactical itches.
By John Hazard • May 31, 2019 -
Gillette's transgender ad stirs mostly positive social media buzz
The P&G razor brand was mentioned about 108,000 times in the week since the ad appeared, with nearly 600,000 engagements.
By Robert Williams • May 31, 2019
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