Creative: Page 16
-
Courtesy of Dr Pepper
How Dr Pepper passed Pepsi by marketing around football, flavor innovation
The 140-year-old soda brand has relied on investment, patience and agile marketing to become the number two soft drink in the U.S.
By Chris Kelly • June 10, 2024 -
Courtesy of Ocean Spray Cranberries, Inc.
Ocean Spray unveils ‘Just Add Cran’ campaign to fuel future creative
The effort introduces a new brand character, Johnny, the “straight-shooter cousin” of the iconic farmer duo featured in the marketer’s past creative.
By Jessica Deyo • June 10, 2024 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Courtesy of On
On Running appoints Zendaya as brand partner in multiyear deal
As legacy rivals like Nike face fresh pressures, On is looking to shore up its sport and fashion credibility with help from a major star.
By Peter Adams • June 7, 2024 -
Courtesy of Crayola
ColumnCampaign Trail: Crayola reunites adults with childhood art to spur creativity
In partnership with Dentsu Creative, the effort features a tear-jerking short film that shows the power of creative self-expression across generations.
By Chris Kelly • June 7, 2024 -
Courtesy of WACL
Advocacy group taps creators to call for gender equality in ad industry
Women in Advertising, Communications and Leadership’s new campaign asks women creators what representation in the industry means to them.
By Aaron Baar • June 6, 2024 -
Courtesy of Givenchy Beauty
Givenchy Beauty makes over Roblox space for Pride Month
The luxury brand overhauled its space on the platform to feature rainbows, flags and a pop-up showcasing virtual wearables from LGBTQ+ designers.
By Jessica Deyo • June 6, 2024 -
Courtesy of J.M. Smucker
Jif dips into ‘Succession’ to promote peanut butter, chocolate merger
A short film starring J. Smith-Cameron documents a fictional deal between The Peanut Butter Group and Chocolatey Corp. in the style of the HBO hit.
By Chris Kelly • June 4, 2024 -
Courtesy of Toyota
Toyota turns review into music video for ‘vibe’-heavy Camry campaign
The automaker’s campaign is the latest effort from T2, the multiagency model that brings together mainstream and multicultural marketing.
By Chris Kelly • June 3, 2024 -
Courtesy of U.S. Bank
U.S. Bank taps AI to create audience models for national campaign
“The Power of Us” used Supernatural AI’s tech to create avatars of the bank’s core target groups and test the baseline idea and initial creative.
By Aaron Baar • June 3, 2024 -
Retrieved from Sonic Drive-In on May 31, 2024
Inside Sonic Drive-In’s new brand platform and ‘crazy fun’ campaign
CMO Ryan Dickerson explained how the Inspire Brands QSR is personifying the chain with a new duo years after replacing its fan-favorite "Two Guys."
By Chris Kelly • June 3, 2024 -
Courtesy of Adidas
Adidas prepares for summer soccer around the globe with new campaign
Ahead of Euro 2024 and Copa America, the brand continues working to disarm negative pressure in sport, a theme also utilized by Gatorade and Sprite.
By Chris Kelly • May 30, 2024 -
Courtesy of LG Electronics
LG fuels positivity on social media with ‘Optimism your feed’ playlist
The global playlist is a compilation of influencer-backed content that, when viewed, is meant to spur the delivery of more positive content by algorithms.
By Jessica Deyo • May 30, 2024 -
Courtesy of Purely Elizabeth
Purely Elizabeth rides explosive growth with first large-scale ad campaign
The granola and breakfast foods marketer is encouraging consumers to “Savor the Start” on the heels of 56% year-over-year sales growth in the first quarter.
By Aaron Baar • May 30, 2024 -
Courtesy of Honda
Honda leaps into dance with Steezy partnership
The automaker and dance app produced a video series of dance classes and performances for Honda’s first step into the competitive dance community.
By Sara Karlovitch • May 29, 2024 -
Courtesy of Klarna
Klarna uses AI to save $10M on marketing annually while upping output
More than a third of the Stockholm-based fintech company’s marketing savings in Q1 are attributable to AI.
By Chris Kelly • May 29, 2024 -
Courtesy of Emperia
Walmart launches immersive digital shopping experience
Walmart Realm is composed of influencer-led virtual shops that are meant to shorten the distance between inspiration and commerce.
By Tatiana Walk-Morris • May 29, 2024 -
Courtesy of Gatorade
Gatorade revives iconic ‘Is It In You?’ tagline for largest-ever campaign
The return of the nostalgic tagline is supported by a spot narrated by Michael Jordan and custom filters on Instagram and Snapchat.
By Jessica Deyo • May 29, 2024 -
Courtesy of Kraft Heinz
Heinz Pickle Ketchup gets digital-heavy campaign for US rollout
The effort from agency Rethink includes street interviews with consumers to show what they expect it to taste like before trying the new condiment.
By Aaron Baar • May 28, 2024 -
Courtesy of E.l.f. Beauty
E.l.f.’s heavier marketing investment helps cosmetics brand keep its edge
A collaboration with edgy water brand Liquid Death and Roblox gaming plays are helping the cosmetics marketer grow sales and win over Gen Z.
By Peter Adams • May 24, 2024 -
Courtesy of Essentia Water
ColumnCampaign Trail: Essentia plays H.O.R.S.E. on a horse with Jimmy Butler
To launch its flavored-but-functional Hydroboost line, the Nestlé marketer teamed with Droga5 and an unorthodox NBA star.
By Chris Kelly • May 24, 2024 -
Courtesy of Mars
Skittles puts focus on LGBTQ+ community building in latest Pride effort
The candy brand has partnered with social media platform Meetup to launch a new interface and help consumers find community all year long.
By Sara Karlovitch • May 23, 2024 -
Courtesy of E.l.f. Cosmetics
E.l.f. empowers women at Indy 500 with racetrack-themed ‘Lip Oil Change’
The activation features a pit crew of “glow-up” artists and will be supported with a Snapchat AR lens, Twitch livestream and Roblox experience.
By Jessica Deyo • May 23, 2024 -
Courtesy of Jones Soda Co.
Augmented reality entices brands with endless off-package marketing space
Companies such as Jones Soda have found that visuals accessed via phone cameras can engage and educate shoppers.
By Leslie Nemo • May 23, 2024 -
Courtesy of Hyundai Motor America
Hyundai spotlights benefits of going electric in supercharged ads
The automaker is highlighting its entire EV lineup with an integrated campaign that includes creator partnerships, a Reddit presence and social media spots.
By Aaron Baar • May 23, 2024 -
Courtesy of The EGC Group
Kiss rides the ‘ImPress Express’ to promote ease of press-on products
The beauty marketer’s latest campaign centers on an elevator concept that tasks guests to apply press-on lashes or nails within a 30-floor trip.
By Jessica Deyo • May 23, 2024
Previous
