Creative: Page 133
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How Coca-Cola leverages digital to reach 'beyond the real thing'
During a recent presentation in Singapore, an executive discussed why the company is betting on tech like AR to stay on top of disruption.
By Erica Sweeney • Aug. 27, 2018 -
Miracle Whip takes over Florida town to drive out mayo
The town of Mayo was temporarily renamed after the Kraft Heinz brand, but the meeting that led to the stunt might've violated a state law.
By Erica Sweeney • Aug. 27, 2018 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Campbell Soup launches new V8 plant-based drink online
The hydration beverage will be sold first at Amazon, Walmart.com and Peapod before going into retail outlets in November.
By Lillianna Byington • Aug. 27, 2018 -
Frito-Lay ties Alexa skill to personalized back-to-school packaging
Parents can write custom notes on the chip maker's variety packs, and submit their best entries online for a chance to win a $1,000 weekly prize.
By Erica Sweeney • Aug. 24, 2018 -
Foot Locker and Nike go back to the '90s with 'Discover Your Air' campaign
The push includes experiential activations in Atlanta and Houston and Instagram and YouTube content featuring hip-hop, style and culture influencers.
By Erica Sweeney • Aug. 24, 2018 -
Froot Loops, Awaytomars sourced from 700 designers for their cereal-inspired capsule collection
The unisex, limited-edition line debuted at a trunk show at Kellogg's NYC Café, where some of the items are being sold.
By Erica Sweeney • Aug. 24, 2018 -
Axe taps rapper Kyle for high school workshops on toxic masculinity
The brand piloted the program last year in Columbus, Ohio, and 81% of participating students said their view of masculinity changed for the better.
By Erica Sweeney • Aug. 24, 2018 -
Lands' End takes to the road in latest campaign
The retailer has recently tried to extricate itself from Sears' shadow, and this solo campaign pulls on the popularity of older favorites to win back customers.
By Cara Salpini • Aug. 23, 2018 -
Opinion
Branded AI: 4 key truths for a new frontier
Artificial intelligence is poised to become a powerful brand ally for marketers, but it's not without its challenges. Wire Stone's Cheryl Barbee explores this new landscape.
By Cheryl Barbee • Aug. 23, 2018 -
Papa John's founder launches website to plea for franchisee, employee support
On a statement posted to SavePapaJohns dot com, John Schnatter said he intends to "get the truth out there" and that the "Board wants to silence me."
By Erica Sweeney • Aug. 23, 2018 -
KFC ropes in World's Strongest Man to pull 700 lbs. of fried chicken sandwiches
Hafþór Júlíus Björnsson, who plays The Mountain on "Game of Thrones," is serving as the Double Crispy Colonel to promote a new menu offering.
By Erica Sweeney • Aug. 22, 2018 -
Land O'Lakes reworks 'Old MacDonald' to spotlight women's role in the farming industry
The campaign is part of the brand's All Together Better initiative, and includes a three-part documentary series.
By Erica Sweeney • Aug. 22, 2018 -
Brinks Home Security targets millennial homeowners with brand revamp
The company unveiled a new campaign, "Be Sure Sure," that highlights moments where people may have wanted a better security system.
By Erica Sweeney • Aug. 21, 2018 -
Mercedes-Benz honors 'The First Drive' with long-form IGTV video
The film, which tells the story of Bertha Benz, is the first cinematic production to be featured on the video platform that Instagram launched in June.
By Robert Williams • Aug. 21, 2018 -
Column
Comic Dive: Airbnb Gets Stonewalled
A sleepover contest the home-sharing service attempted to host on the Great Wall of China was called off after pushback from locals.
By John Hazard and Lisa Burdige • Aug. 21, 2018 -
Spotify tunes in first branded podcast series with New Amsterdam Vodka
"Ebb & Flow" debuts as the streaming platform reports that 2 million users of its ad-supported service were using ad blockers earlier this year.
By Erica Sweeney • Aug. 21, 2018 -
Vice's Munchies cooks up plans to open food hall in 2019
The New Jersey space will include room for 18 vendors and staging areas where the vertical's team can shoot videos and hold chef demos.
By Erica Sweeney • Aug. 21, 2018 -
Smirnoff raises a glass to the 'Fun%' with diverse cast of celebs
Ted Danson stars in several new spots alongside other recognizable faces, including Laverne Cox and Jonathan Van Ness.
By Erica Sweeney • Aug. 21, 2018 -
Deep Dive
Goodbye, Marlboro Man: How marketers are breaking with traditional notions of masculinity
From Bonobos to Axe, brands both new and old are broadening the net of how they market to men to stay involved in a quickly evolving — and important — cultural conversation.
By Peter Adams • Aug. 20, 2018 -
Harry's touts new line of men's grooming products with Ludacris-starring spot
Creative depicts the hip-hop star reading to his son, doing chores and singing in the shower — a part of the brand's evolving portrayals of fatherhood.
By Erica Sweeney • Aug. 20, 2018 -
Michelob Ultra gives fans the chance to win a golf bag tricked out with beer keg, speakers
The #UltraCaddieContest was part of the marketer's partnership with the PGA Championship.
By Erica Sweeney • Aug. 20, 2018 -
Delta urges Seattle residents to visit their moms in new OOH campaign
To market its expanded network from the northwest hub, the airline enlisted local moms to pen handwritten letters that are displayed on billboards and posters.
By Erica Sweeney • Aug. 20, 2018 -
Out-of-home ads can boost customer loyalty by 275%, study finds
When brands dedicate 15% or more of their media budgets to OOH, they have a 24% increase in brand trust and 106% increase in perception of quality.
By Erica Sweeney • Aug. 17, 2018 -
HBO, Bumble take over NYC brownstone for movie date night activation
The event featured five screening rooms where invitees and people they met on the app could watch an HBO film tailored to their personal preferences.
By Erica Sweeney • Aug. 17, 2018 -
Captain Morgan crashes parties with new pitchman Adam Devine
The rum brand has named the actor and comedian as its "chief party officer" for a campaign that includes TV, digital and social media elements.
By Erica Sweeney • Aug. 17, 2018
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