Creative: Page 111
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Kraft Heinz loses marketing chief amid ongoing turmoil
Eduardo Luz oversaw more than 200 brands globally and spearheaded marketing for Heinz, Kraft and Planters in the U.S.
By Peter Adams • May 6, 2019 -
Liberty Mutual tests car-scented ads to sell insurance
Because smells help memory formation, the expectation is that car shoppers will be reminded of Liberty during test drives.
By Dianna Christe • May 6, 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 -
NBCUniversal tunes into commerce with ShoppableTV
Viewers can scan televised QR codes to be directed to a brand's website to make a purchase.
By Robert Williams • May 6, 2019 -
J&J shares YouTube successes after growing spend on the platform by 250%
Alison Lewis, CMO of the company's consumer brands division, spoke at YouTube's NewFronts presentation about using the platform for informing new product development.
By Peter Adams • May 3, 2019 -
Column
Comic Dive: The Right Brew
While some brands tie efforts to current TV shows or nostalgic classics, Heineken is banking on the enduring buzz for a streaming favorite to push a new beer.
By John Hazard • May 3, 2019 -
Inside Hulu's pitch to drive half of revenue from 'nondisruptive and nontraditional' ads
At the NewFronts, the platform detailed "viewer-first" product innovations like a format catered to binge watching and Easter Egg-like deals hidden among streaming content.
By Peter Adams • May 2, 2019 -
Denny's promotes brand revamp in multicultural push
In addition to its tech-focused overhaul geared toward millennials, a new multimedia campaign will target African-American and Hispanic diners.
By Lauren Manning • May 2, 2019 -
Burger King's moody campaign jabs at McDonald's Happy Meals
The chain's Real Meals come in different "moods" such as Blue and DGAF and encourages diners to fight pressures to appear happy.
By Alicia Kelso • May 2, 2019 -
Foot Locker, Champion team up for esports apparel, in-store competition and streaming
Five esports teams will compete in a tournament on May 18 that will be streamed on Twitch.
By Barry Levine • May 2, 2019 -
25% of companies use AI in their personalization efforts, study finds
Overall, 59% of respondents said serious efforts on personalization are still a year away.
By Laura Klepacki • May 1, 2019 -
P&G's Pantene wants to eliminate gender bias from search results
S.H.E. is a Chrome extension that seeks to counteract stereotypes in search engine algorithms by better representing women.
By Laura Klepacki • May 1, 2019 -
Q&A
How Studio 71 is prepping for influencer marketing's data-driven, cross-platform future
At the IAB's Digital Content NewFronts, Marketing Dive sat down with CEO Reza Izad to discuss the network's new ad products and how it's differentiating in areas like brand safety.
By Peter Adams • May 1, 2019 -
P&G releases female-focused docs on Hulu
The CPG giant continues its efforts to reshape the ad industry by premiering ad-free films on a closed platform with few brand safety concerns.
By Barry Levine • April 30, 2019 -
IAB: Brands will boost spending on video content by 25% in 2019
About half of this year's video spend will be devoted to original content.
By Barry Levine • April 30, 2019 -
Hardee's celebrates meat-only sandwich by planting 10M vegetables
The QSR brought back a popular roast beef sandwich with its tongue-in-cheek "Save the Veggies" campaign.
By Chris Kelly • April 30, 2019 -
Sargento delivers 'world's slowest pizza' to unveil aged cheese line
To spotlight the launch and highlight the aging process, the cheese brand will deliver free pizzas in four to 18 months.
By Laura Klepacki • April 29, 2019 -
Tostitos, Avocados From Mexico team for experiential Cinco de Mayo promotion
Street teams will rove around New York City with table-side guacamole carts to distribute brunch-inspired snacks.
By Dianna Christe • April 26, 2019 -
KFC drops sexy Mother's Day video
Dessert biscuits from Cinnabon and a Colonel Sanders-inspired Chippendales dancer are part of the push for one of the chain's busiest days of the year.
By Dianna Christe • April 26, 2019 -
Column
Campaign Trail: Adobe's influencer parody raises the bar for nonbranded creative work
How can a brand effectively make a marketing video without branding? For the tech company, that meant letting its creative partners loose.
By Natalie Black (Koltun) • April 26, 2019 -
Heineken taps 'The Office' stars to push new non-alcoholic beer
The partnership underscores the enduring appeal of a TV show whose final episode aired six years ago yet remains a top offering on Netflix.
By Dianna Christe • April 25, 2019 -
Sweetarts looks to win over Gen Z with diversity-driven 'Be Both' campaign
The Ferrara Candy brand's largest advertising effort in years was created with its new creative agency Duncan Channon.
By Peter Adams • April 24, 2019 -
P&G sales get a boost as promotional activity shrinks and marketing advances
During the last quarter, the CPG giant also stepped up cuts to its overhead, including agency and production costs.
By Robert Williams • April 24, 2019 -
Doritos gamifies 'Spider-Man' campaign with web-based promo
The PepsiCo snack brand's global push builds on fan anticipation for the film's July premiere.
By Robert Williams • April 24, 2019 -
Sponsored by William Jessup University
How choice architecture shapes consumer decisions
Changing how items are presented can make a difference in what consumers choose. Explore choice architecture.
April 23, 2019 -
Netflix plots New York production hub, hiring spree around marketing, content
The company is establishing a larger office footprint and 127 new, high-paying executive jobs over the next few years as the streaming wars heat up.
By Peter Adams • April 23, 2019
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