Campaign Trail: Billie takes the icks and anxieties out of bath time

In product-focused ads, the Edgewell brand stays true to its tradition of showing women’s lives in a way that transcends usual portrayals.

By Chris Kelly • March 21, 2025

Hostess speaks the language of snacks with pun-heavy brand platform

The campaign, which follows a packaging overhaul, includes activations aimed at driving cultural impact, such as one timed to weed holiday 4/20.

By Peter Adams • March 20, 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

Inside Puma’s new brand positioning and largest global campaign to date

The sportswear company will increase marketing investments by 40% in support of a campaign, “Go Wild,” that was created by Adam&eveDDB.

By Chris Kelly • March 20, 2025

How Unilever’s AI marketing bets are increasing production efficiency

The CPG’s beauty and well-being group was the first to pilot technology that has also delivered an increase in purchase intent for some brands.

By Peter Adams • March 19, 2025

How Nature’s Sunshine cuts through ‘label candy’ in the supplement space

The pioneering purveyor of herbal supplements relied on agency partner Crispin to create its first integrated brand platform.

By Chris Kelly • March 19, 2025

Macy’s cracks into scripted TV as brand, entertainment converge

The retailer has secured the exclusive option to adapt a nonfiction bestseller that profiles the women who shaped department stores.

By Peter Adams • March 18, 2025

Coke Zero Sugar applauds sports fans’ hard work in March Madness campaign

The brand is extending its “Best Coke Ever?” platform with an effort spanning TV, out-of-home, experiential and a Coke Zero Sugar Thirsty Fan Cam.

By Jessica Hammers • March 18, 2025

Why Icy Hot evolved from function to fun in first work by The Martin Agency

Brand ambassador Shaquille O’Neal embraces a new role as the leader of “The Comeback Cavalry” in a campaign aimed at everyday athletes.

By Chris Kelly • March 18, 2025

Peroni puts nonalcoholic beer in the driver’s seat for racing tie-in

The campaign comes as Peroni’s parent company looks to expand its portfolio of nonalcoholic options during a period of market growth.

By Sara Karlovitch • March 17, 2025

DraftKings sings along to ‘The Gambler’ in responsible gaming push

The gambling company’s multimillion-dollar effort pairs a Kenny Rogers classic with branding support from the NFL, NBA and the PGA Tour.

By Chris Kelly • March 14, 2025

How the National Women’s Soccer League embraces its challenger brand DNA

A Gen Z-centered content partnership with Overtime speaks to how sports content and social media are becoming a potent pairing for marketers.

By Chris Kelly • March 14, 2025

Buffalo Wild Wings riffs on infomercial tropes for March Madness

The chain is pitching a pair of novelty goggles as the perfect way to watch all of the games at once and will support the effort via Snapchat.

By Jessica Hammers • March 13, 2025

Morgan Stanley’s CMO on bringing brand purpose to life through sports

The exec details a deal with basketball league Unrivaled and shares lessons learned from the brand’s 10 years at the PGA’s Players Championship.

By Chris Kelly • March 13, 2025

Marketing leaders share how consumer backlash strengthened their brands

Speaking at a Female Quotient event during SXSW, Jaguar Land Rover’s U.S. CMO discussed navigating the response to a recent rebrand.

By Peter Adams • March 13, 2025

Estée Lauder continues generative AI push with Adobe integration

The marketer will bring Adobe Firefly Services into its existing Adobe Creative Cloud workflows to increase efficiency and accelerate campaign execution.

By Chris Kelly • March 12, 2025

How State Farm pivoted its Super Bowl ad to March Madness and beyond

The insurer and agency Highdive developed a Batman-powered campaign that was originally meant to kick off during the big game.

By Chris Kelly • March 11, 2025

Clorox tests emotional response to cleaning for new brand platform

Consumers’ response to cleaning versus feel-good activities was measured by Emotiv for creative spanning TV, influencers and social media.

By Jessica Hammers • March 11, 2025

Priceline tells Gen Z travelers to stop ‘dreamscrolling’ in new ads

The travel site’s campaign kicks off with a basketball-themed spot and DraftKings partnership to encourage consumers to book their dream trips. 

By Jessica Hammers • March 10, 2025

What Coca-Cola has learned on its generative AI journey so far

Pratik Thakar, head of generative AI for The Coca-Cola Company, explains how the beverage giant is applying the tech throughout its organization.

By Chris Kelly • March 10, 2025

How cult brands like Crocs, Southwest see influencer marketing evolving

Executives at SXSW described how the channel can be more successful than traditional advertising in the quest to woo Gen Z consumers. 

By Peter Adams • March 10, 2025

Campaign Trail: How Hollywood stunt pros pulled off an Oscars ad stunt

Samsung, L’Oréal and Carnival were among the brands featured in ads created by Disney Advertising, Kimmelot and Maximum Effort.

By Chris Kelly • March 7, 2025

Papa Johns invites pizza fans to ‘Meet the Makers’ for TV, social ads

Handled by the Martin Agency, the chain’s first work under CMO Jenna Bromberg includes tie-ups with food influencers and real team members.

By Jessica Hammers • March 6, 2025

Modelo’s college basketball ad spend jumps 48% as championship fever hits

The brand looks to its ongoing “Mark of a Fighter” campaign to continue driving growth after becoming the top-selling U.S. beer in 2023.

By Sara Karlovitch • March 5, 2025

5 Oscars advertisers unite for multi-ad ode to stunt work

The largest such ad stunt in the award show’s history was shot in Los Angeles following wildfires that have devastated the film industry. 

By Peter Adams • March 4, 2025

Lay’s takes soccer stars on chip-fueled pub crawl to boost fan engagement

Timed to UEFA Champions League play, the PepsiCo brand’s “No Lay’s, No Game” campaign includes a robust social media presence.

By Sara Karlovitch • March 4, 2025