How Sprite surpassed Pepsi by living and breathing pop culture

The brand recently launched Sprite Squad, a text-and-scan activation that gives consumers access to digital experiences tied to cultural passions.

By Chris Kelly • May 7, 2025

Little Spoon bridges the generation gap with Barney integration

The subscription-based baby food brand is tapping into ‘90s nostalgia to appeal to new parents.

By Sara Karlovitch • May 6, 2025

Explore the Trendline➔

Top 5 stories from Marketing Dive

From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.

By Marketing Dive staff

Why QVC is targeting Gen X with a TikTok livestream shopping event

The event is part of the network’s efforts to meet the older generation where they already are, said Vice President of Brand Marketing Annette Dunleavy.

By Jessica Hammers • May 6, 2025

Brands’ appetite wanes for creative risk-taking, per Lions research

Weak customer insights and a lag in the reaction time to cultural moments are key reasons why marketers struggle to be boldly creative.

By Aaron Baar • May 5, 2025

Brawny brings back the Brawny Man for brand refresh

A new campaign includes always-on social content, influencer partnerships and real-time engagement across TikTok, Instagram and Facebook.

By Chris Kelly • May 5, 2025

Del Real favors ‘Abuela Intelligence’ over AI in first brand campaign

Instead of artificial intelligence, the brand of ready-to-eat meals taps grandmothers to dish out advice on topics including relationships.

By Sara Karlovitch • May 5, 2025

Campaign Trail: Seattle’s Best Coffee makes days smoother with humor

The Nestlé brand and agency Haymaker tapped Joel McHale and director Neal Brennan for its first national push in more than six years.

By Chris Kelly • May 2, 2025

Heineken promotes a world without social media with creators, Joe Jonas

“Social off Socials” is meant to inspire consumers to unplug and also includes tie-ups with creators like Dude with Sign, Lil Cherry and Paul Olima.

By Aaron Baar • May 1, 2025

Pantene turns Alix Earle’s viral TikTok post into collection, campaign

The P&G brand tied up with a popular creator who raved about the effectiveness of an expired bottle of Pantene found in her family’s shower. 

By Jessica Hammers • May 1, 2025

Corona weathers the apocalypse with ‘The Last of Us’ integration

The collaboration, part of the “La Playa Awaits” campaign, extends across ads, retail displays and custom content. 

By Sara Karlovitch • May 1, 2025

How Keebler’s ‘elf-vertising’ experiences bridge the physical-digital gap

The Ferrero-owned brand is bringing its iconic Hollow Tree to life in ads and experiences to promote the new E.L. Fudge Choco Vanilla Cookie.

By Chris Kelly • May 1, 2025

Publicis acquires Adopt to strengthen connection to sports culture

The four-year-old upstart founded by Nike veterans has worked with brands and athletes including Lululemon and Anthony Edwards.

By Peter Adams • April 30, 2025

Chipotle brings trading card mania to Roblox with new experience

Ingredient Quest capitalizes on renewed interest in brands like Pokémon and card-pull social media videos of fans uncovering rare finds.

By Peter Adams • April 29, 2025

Sephora stakes its claim in skin care with multichannel campaign

Made with TBWA\Chiat\Day LA, “Skin Obsessed” riffs on the realities of complex self-care routines and spans CTV, online video and more.

By Jessica Hammers • April 29, 2025

Powerade celebrates next generation of soccer stars in global campaign

The Coca-Cola-owned brand iterates on its “Pause is Power” platform to prepare for major soccer events over the next four years.

By Chris Kelly • April 24, 2025

Zaxbys’ CMO on breaking through the chicken category with ‘sauce’

The chain’s first work from Goodby Silverstein & Partners introduces a brand character that speaks to both signature sauces and cool charisma.

By Chris Kelly • April 23, 2025

Hotels.com returns to mascot-focused marketing with Bellboy character

The anthropomorphic hotel desk bell promotes savings in a new campaign spanning Instagram, TikTok, YouTube and the brand’s website and app.

By Peter Adams • April 22, 2025

Fiverr confronts AI concerns head-on in national marketing push

“Stranger Things” actor Brett Gelman stars in an ad for the freelancer marketplace that parodies the pottery scene from the film “Ghost."

By Sara Karlovitch • April 21, 2025

Unfiltered view: 3 trends driving marketing photography for brands

Cutting through the noise requires touching a nerve that builds emotional bonds.

April 21, 2025

Gatorade taps Kendrick Lamar for latest extension of ‘Is It In You?’

“Lose More. Win More.” was created with TBWA/Chiat/Day LA and pays tribute to the hard work it takes to reach icon status.

By Jessica Hammers • April 18, 2025

Campaign Trail: Clash of Clans enters war zone with WWE champion

Created with David New York, a series of video ads speak authentically to fans of both WWE and the hit mobile game from Supercell.

By Chris Kelly • April 18, 2025

Kids entertainment brand CoComelon lends a hand in first brand campaign

“CoComelon Can Help” also includes creator partnerships and playlists curated for Pinterest and YouTube.

By Jessica Hammers • April 17, 2025

Inside BodyArmor’s new visual identity and largest campaign to date

The Coca-Cola-owned beverage aims to separate itself from a crowded category with a bold new look and ads that ask consumers to “Choose Better.”

By Chris Kelly • April 17, 2025

Why Mentos relaunched its iconic jingle and brought brand lore to Fortnite

To reach Gen Z, the 93-year-old brand is tapping into ‘90s nostalgia and enduring interest in what happens when its mints are mixed with cola.

By Chris Kelly • April 16, 2025

Chili’s pop-up finances fast food meals in latest dig at rising prices

A store emulating payday loan retailers doles out gift cards to “approved” visitors, while consumers at home can participate in social giveaways on X. 

By Peter Adams • April 15, 2025