Creative: Page 122
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McCafé at Home, TGI Fridays offer radically different solutions to New Year's resolutions
One brand promotes a positive, more relaxing way to achieve goals rather than ditching them, while another says "TGIF*IT."
By Erica Sweeney • Jan. 18, 2019 -
Marriott streamlines loyalty programs after data breach
The consolidated program and global media campaign follows a major cyberattack that led to more than 380 million customer records being stolen.
By Erica Sweeney • Jan. 17, 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 -
Gillette's #MeToo-inspired ad sparked social media outcry — here's what the numbers say
While the campaign has proved divisive, an analysis found that 79.6% of viewers liked the ad shortly after it debuted, and 51.4% believed it could bring change to the industry.
By Erica Sweeney • Jan. 17, 2019 -
Comedian Cheri Oteri dishes out one-liners in Fiber One campaign
The tongue-in-cheek campaign riffs about fiber's most well-known effect in a series of six- and 15-second spots.
By Erica Sweeney • Jan. 16, 2019 -
Planters' Super Bowl debut will star Mr. Peanut and an unnamed celebrity
The news comes as the Kraft Heinz snack works to beef up its marketing, with some positive early results.
By Erica Sweeney • Jan. 16, 2019 -
Kraft opens pop-up to give free food to government workers during shutdown
The store, which will be open for five days, will offer company products such as macaroni and cheese, salad dressing, mayonnaise and BBQ sauce.
By Lillianna Byington • Jan. 16, 2019 -
Natural Light and Cash App kick off Super Bowl contest to offset student debt
Fans can enter by sharing their game-viewing party plans on Twitter, Instagram or Facebook with special hashtags.
By Natalie Black (Koltun) , Robert Williams • Jan. 16, 2019 -
Olay's first Super Bowl spot promotes Skin Advisor tech
The brand wants to connect with the large percentage of NFL fans who are women and who research suggests are more focused on ads.
By Erica Sweeney • Jan. 15, 2019 -
Column
Comic Dive: Symbol-only Brands? Priceless
Mastercard dropped the name from its logo, but can it join the ranks of iconic symbol-only brands?
By John Hazard and Lisa Burdige • Jan. 15, 2019 -
P&G's Gillette tackles toxic masculinity in short film that nods to #MeToo
The ad, which was screened at CES last week, shows the razor maker joining peers in a controversial discussion around what it means to be a man.
By Peter Adams • Jan. 14, 2019 -
Columbia Sportswear, other brands chime in on government shutdown in new messaging
The outdoor apparel and gear brand as well as competitors REI and The North Face are taking a stance on the impact of the shutdown on national parks.
By Erica Sweeney • Jan. 14, 2019 -
Disney, Netflix, Google first to advertise on digital ribbon screens in London Underground
The full-motion format allows an ad to flow across the length of the OOH screen.
By Erica Sweeney • Jan. 14, 2019 -
Skittles will stage a Broadway musical on Super Bowl Sunday
"Skittles Commercial: The Broadway Musical" will feature original music and a 17-member cast — including a yet-to-be-named celebrity.
By Erica Sweeney • Jan. 14, 2019 -
How Avocados from Mexico reaches 'Nuevas Latinas' with bilingual optimization
An interactive digital ad strategy was designed to let bilingual consumers engage with the content in the language of their choosing.
By Dianna Christe • Jan. 14, 2019 -
DoorDash hits the airwaves with first national ad campaign
Through March 31, DoorDash ads will air on TV, digital and social channels featuring prominent partners like Wendy's, Chipotle and The Cheesecake Factory.
By Kristine Sherred • Jan. 14, 2019 -
Taco Bell's new billboard dispenses nacho cheese
Next week's activation in Toronto will promote the launch of the Nacho Cheese Naked Chicken Chalupa.
By Erica Sweeney • Jan. 11, 2019 -
Thai Phi Le/Marketing Dive
McDonald's reviews local US media business to give franchisees more flexibility, AdAge reports
The news follows last year's formation of the National Owners Association, which gives franchisees more of a voice in the chain's business decisions.
By Erica Sweeney • Jan. 11, 2019 -
Opinion
What brands can learn from Netflix's 'Bandersnatch'
Interactive storytelling gives viewers more control over content and lets marketers glean valuable insights into their preferences, writes Playbuzz's Shachar Orren.
By Shachar Orren • Jan. 11, 2019 -
Let the games begin: Tracking every ad for Super Bowl 2019
Sprint drafts Bo Jackson, Microsoft empowers gamers with disabilities and Cars.com readies a "war room" as the Super Bowl ad picture comes into focus.
By Marketing Dive Team • Jan. 11, 2019 -
Deep Dive
5 trends that will define retail marketing in 2019
From loyalty programs to bolder ad campaigns, here's what's in store for the coming year and what it means for retail marketers.
By Cara Salpini • Jan. 10, 2019 -
GE Appliances searches for 'professional grandma' to promote smart kitchen devices
Thirty "grandma interns" auditioned at CES, where the company introduced its GE Appliances Kitchen Hub.
By Erica Sweeney • Jan. 10, 2019 -
Anheuser-Busch preps 5.5 minutes of Super Bowl airtime
As a longtime advertiser during the big game, this year's ad buy is set to be its biggest yet with eight spots across seven brands.
By Erica Sweeney • Jan. 10, 2019 -
'A world with no ads': P&G, Unilever's top marketers envision different paths forward
Speaking at separate talks at CES, Marc Pritchard and Keith Weed echoed each others' comments on the roots of tech disruption, but their suggestions for fixing a broken digital ecosystem split off.
By Peter Adams • Jan. 10, 2019 -
Arby's sandwich-inspired subscription box sells out in under an hour
The first month's box is filled with a vintage Arby's sled tray, bacon scarf, winter beanie and a set of temporary tattoos.
By Erica Sweeney • Jan. 10, 2019 -
Milk brands debut shoppable in-recipe ads, digital grocery aisle to boost sales
The Milk Processor Education Program is teaming up with grocery tech company Chicory on the initiative.
By Erica Sweeney • Jan. 9, 2019
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