Zevia ribs Coke’s AI holiday ads in bigger push for brand awareness

The better-for-you brand’s new commercial, part of a more aggressive ad-spending strategy, shows uncanny AI images nodding to Coke iconography.

By Peter Adams • Dec. 4, 2024

Pepsi promotes new gingerbread flavor with baking show starring Shaq

The brand’s frequent ambassador shows off his culinary skills to boost a flavor innovation available via TikTok Shop.

By Chris Kelly • Dec. 4, 2024

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

7 top campaigns from 2024 and the tactics that drove success

These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.

By Peter Adams , Jessica Hammers , Sara Karlovitch , Chris Kelly • Dec. 3, 2024

Domino’s brings Emergency Pizza to ‘Squid Game’ with ad partnership

The campaign is the first since Kate Trumbull officially took over as CMO and iterates on a program that has been central to the chain’s marketing.

By Aaron Baar • Dec. 3, 2024

Oscar Mayer reheats classic bologna ad with sing-to-pay campaign

The nostalgia-fueled effort, co-created with agencies Johannes Leonardo and The Kitchen, gives consumers a chance to win Instacart gift cards.

By Chris Kelly • Dec. 2, 2024

How Campari adapts to market trends to shape holiday experiences

The company’s vice president of marketing for America dishes on an expansive holiday strategy encompassing brands like Aperol and Grand Marnier.

By Sara Karlovitch • Dec. 2, 2024

Why specialty cheese Alouette rebranded right before the holidays

For its 50th anniversary, the Savencia brand of French cheeses is introducing new packaging, sonic branding and its biggest campaign to date.

By Chris Kelly • Nov. 27, 2024

Dick’s pits top athletes against each other in holiday decorating contest

The Texas-based campaign features Simone Biles, Dak Prescott and Chris Paul, and extends its geographic reach via social media.

By Sara Karlovitch • Nov. 26, 2024

Super Bowl LIX: Tracking every ad

The details on every Super Bowl spot, from OpenAI’s debut appearance to Ram’s chaotic retelling of “Goldilocks and the Three Bears” with Glen Powell. 

By Marketing Dive staff • Nov. 26, 2024

How JCPenney’s ‘Really Big Deal Reveals’ campaign is faring so far

The retailer has been averaging 13% to 15% new customers each week during the campaign appearing during Amazon’s “Thursday Night Football.”

By Jessica Hammers • Nov. 26, 2024

How Sierra Nevada’s AI-powered CTV campaign captured consumer attention

The brand is an early adopter of Kargo’s Narrative format that uses artificial intelligence to generate connected TV ads from images and scripts.

By Chris Kelly • Nov. 25, 2024

Macy’s CMO on why telling a cohesive marketing story is crucial

With its Thanksgiving Day parade days away, Sharon Otterman explains how the retailer brought its gift guide to life in its holiday campaign.

By Chris Kelly • Nov. 25, 2024

Why Google Shopping turned holiday gift-giving into a game show

A campaign around the friendly competition of gifting also includes ads with Dwyane Wade and Gabrielle Union and Charli XCX and Troye Sivan.

By Chris Kelly • Nov. 25, 2024

‘That’s that me espresso’ martini: Absolut, Kahlúa mix it up with Sabrina Carpenter

In a cultural play, the Pernod Ricard brands collaborated with the pop star behind song-of-the-year contender “Espresso” on a cocktail kit.

By Chris Kelly • Nov. 22, 2024

Monopoly Go! looks to stay on top with star-studded campaign

To boost a game that has pulled in more than $3 billion in revenue in its first year, Scopely is running ads across TV, streaming, social and digital platforms.

By Aaron Baar • Updated Nov. 26, 2024

Instacart orders first Super Bowl ad as its marketing evolution continues

Sports marketing has been a focus for the grocery ordering platform since undergoing a brand refresh and appointing a new CMO a couple of years ago.

By Sara Karlovitch • Nov. 21, 2024

Bose CMO on driving the brand’s cultural impact and the coming AI shakeout

Jim Mollica, Bose’s first global marketing chief, spoke with Marketing Dive about evolving the 60-year-old brand through more emotionally led marketing.

By Peter Adams • Nov. 21, 2024

Adam Driver turns 5-star Amazon reviews into theatrical monologues

The Hollywood star amps up the drama of “deeply personal” reviews in time for Black Friday week and Cyber Monday deal events.

By Chris Kelly • Nov. 20, 2024

How Kleenex’s new visual identity serves as a platform for storytelling

The Kimberly-Clark brand tapped Turner Duckworth and FCB for a brand refresh and new campaign, respectively, as it marks its 100-year anniversary.

By Chris Kelly • Nov. 20, 2024

Jaguar revamps brand to embrace ‘exuberant modernism’ amid EV transition

New visuals trade a sense of staid luxury for more over-the-top concepts as the brand returns to the idea that “a Jaguar should be a copy of nothing.”

By Peter Adams • Nov. 19, 2024

Lexus marks 25 years of ‘December to Remember’ with nostalgic ads

Two new commercials under the brand’s long-running holiday campaign see it continuing to focus on striking a balance between product and emotion. 

By Jessica Hammers • Nov. 19, 2024

Pepsi swaps out burger chain soda orders in brand’s latest video stunt

“Undercover Cups” social content shows reps going into McDonald’s, Burger King and Wendy’s to replace soft drink orders with Pepsi.

By Peter Adams • Nov. 15, 2024

Campaign Trail: Totino’s spaces out with ‘I Think You Should Leave’ crew

The General Mills brand and Dentsu Creative — with the help of an animatronic alien — took an entertainment-first approach to deliver a value message.

By Chris Kelly • Nov. 15, 2024

Kroger plans Shop the Scene experience on Hulu for holiday campaign

Central to the effort is a 60-second spot, “The Case of the Disappearing Food,” that details how the act of sharing food can ignite the holiday spirit.

By Jessica Hammers • Nov. 14, 2024

Target debuts ‘weirdly hot’ Santa for second holiday advertising push

The retailer is running two distinct holiday campaigns for the first time to appeal to consumers who view the season as too transactional.

By Peter Adams • Nov. 14, 2024