How to win back-to-school marketing as American Eagle’s big bet blows up

Though spending forecasts are bleak, value-focused messaging and smart social media plays could help brands transcend the turbulence. 

By Jessica Hammers • Aug. 12, 2025

E.l.f. argues against overpriced cosmetics with legal-themed campaign

“E.l.f.ino & schmarnes” features comedian Matt Rife and drag icon Heidi N Closet as a satirical legal duo and will include a New York City pop-up event.

By Jessica Hammers • Aug. 11, 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

Bud Light kicks off NFL season with at-home tailgates, Peyton Manning

The spot from Anomaly follows the brand’s well-received Super Bowl spot and a recent tie-up with Netflix and Manning’s Omaha Productions.

By Chris Kelly • Aug. 7, 2025

Olipop appeals to young men with SpongeBob flavor, Roblox experience

Players within the existing SpongeBob Tower Defense game in Roblox can collect cans of the new Pineapple Paradise flavor as an in-game reward.

By Jessica Hammers • Aug. 7, 2025

How Carl’s Jr. built on big game success with social star Alix Earle

The fast-food chain has featured the TikTok personality in a series of campaigns that harken back to the racy ads it ran over a decade ago.

By Chris Kelly • Aug. 6, 2025

McDonald’s brings back McDonaldland to unlock consumers’ ‘core memories’

Publicis, Wieden+Kennedy, TMS, ProdCo, We Are Social, IMG and IMS collaborated on different elements of the nostalgic campaign.

By Chris Kelly • Updated Aug. 11, 2025

Neutrogena taps into ‘steamy’ #BookTok trend with sultry short stories

The brand is hoping to take advantage of a TikTok trend that has garnered over 4.7 billion views and helped to boost romance novel sales.

By Sara Karlovitch • Aug. 5, 2025

Liquid Death brings guillotines to fantasy football with Yahoo Sports

The edgy canned water brand digitally beheads fantasy football players in a collaboration with a leading platform for the popular game.

By Chris Kelly • Aug. 4, 2025

Columbia slams ‘pristine’ outdoors marketing with new brand platform

Looking to cut through category sameness, “Engineered for Whatever” leverages dark humor and grit to show how Columbia’s gear is tested.

By Peter Adams • Aug. 4, 2025

How Domino’s new ads hit at fast food burger chains in fight over value

New spots visualize how a slice of pizza stacks up to a similarly priced slice of a burger to boost a long-standing deal and reach value-focused consumers.

By Chris Kelly • Aug. 4, 2025

Campaign Trail: Miracle-Gro invites gardeners to have a ‘Full Bush Summer’

Inspired by a cultural trend that spans social and traditional media, the edgy campaign began as an idea from The Martin Agency.

By Chris Kelly • Aug. 1, 2025

Disney touts brand tie-ups, multi-platform reach for ‘Project Runway’

Brands including Calia by Dick’s Sporting Goods, Ulta Beauty and PNC Bank will have appearances on the show on Freeform, Disney+ and Hulu.

By Jessica Hammers • July 31, 2025

Doritos parodies retro adult films to promote new spicy chip flavor

Walton Goggins stars as a clueless plumber in innuendo-laced content that supports Doritos Golden Sriracha, the brand’s potential next “mega-flavor.”

By Peter Adams • July 30, 2025

Geico stretches marketing reach with 8 campaigns across 7 offerings

In its largest creative push to date, the insurance company rolled out 60 video ads, 54 social ads and 50 audio ads tailored to specific markets. 

By Sara Karlovitch • July 29, 2025

How McDonald’s dug into nostalgia and reignited the chicken wars

The return of the chain’s Snack Wrap has spurred competitors including Popeyes and Taco Bell to launch and advertise around similar offerings.

By Chris Kelly • July 28, 2025

Why Sprite extended ‘Obey Your Thirst’ with Super Bowl MVP Jalen Hurts

In its latest play at the intersection of sports and culture, the Coca-Cola brand gets ready for football season with its first NFL athlete partner.

By Chris Kelly • July 28, 2025

Sociable: Inside YouTube’s new generative AI features for Shorts

Among the latest additions is image-to-video animation, which can turn your photos into animated elements.

By Andrew Hutchinson • July 24, 2025

Velveeta says ‘Respect the Drip’ for first major campaign in 2 years

The Kraft Heinz brand is shifting away from its long-running “La Dolce Velveeta” platform in favor of bolder creative and a culture-first mindset.

By Jessica Hammers • July 24, 2025

Why American Eagle tapped Sydney Sweeney for its priciest campaign yet

The effort spotlights the retailer’s jeans through activations spanning social media, including an artificial intelligence-powered Snapchat try-on experience.

By Jessica Hammers • July 23, 2025

Coca-Cola leaned on marketing to navigate choppy economic waters in Q2

Campaigns like the relaunch of “Share a Coke” spurred growth around the globe, executives from the CPG giant said during an earnings call.

By Chris Kelly • July 22, 2025

Cheetos receives a hand from Netflix’s ‘Wednesday’ in mischievous new ads

Thing, a skittering appendage known for causing chaos, is taking on the mascot role usually held by Chester Cheetah for a limited time. 

By Peter Adams • July 22, 2025

Dairy farmers cultivate Gen Z fans on Fortnite

A previous game from Dairy Max, which represents dairy farmers, sold over 40,000 pounds of milk through a blend of e-commerce and gaming.

By Sara Karlovitch • July 22, 2025

JCPenney builds on promising brand push with ‘Back-to-It’ campaign

The campaign, with creative by Mischief and paid media by DentsuX, includes buys on podcasts like “Good Hang” and a TikTok Branded Mission.

By Chris Kelly • July 21, 2025

Chips Ahoy links with ‘Stranger Things’ for AR game, themed cookie

The brand is inviting fans of the Netflix series to enter the Upside Down via on-pack QR codes to find cookies that translate into real-life prizes.

By Jessica Hammers • July 21, 2025

Campaign Trail: Dude Wipes clears up the evolution of wiping

CMO Ryan Meegan explains how the flushable wipe brand’s latest effort represents a course correction from its previous ads. 

By Chris Kelly • July 18, 2025