How Danone optimizes creator-driven ads as investment surges

CreativeX has developed creator content benchmarks to help advertisers bridge the gap between authenticity and measurable effects.

By Chris Kelly • Nov. 20, 2025

How Unilever is pushing sports marketing beyond broadcast convention

Set to nearly double its spend on U.S. sports marketing, the CPG giant sees the category as emblematic of a shift to “many-to-many” marketing.

By Peter Adams • Nov. 19, 2025

Explore the Trendline➔

Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

How Gen Z is reshaping holiday marketing — and what brands can do about it

The cohort’s reliance on social media and influencers for product discovery remains, while new levels of comfort with retail media and AI take shape.

By Jessica Hammers • Nov. 19, 2025

Johnnie Walker updates ‘Keep Walking’ to focus on individual pursuits

The long-running brand platform, which in recent years has focused on post-pandemic social connection, is being retooled to emphasize self-expression.

By Peter Adams • Nov. 18, 2025

What supply chain leaders need to know about upskilling and reskilling

The talent gap threatens to leave $8.5T in revenue untapped by 2030. As supply chains become increasingly digital, companies need a highly skilled team to keep pace.

Nov. 17, 2025

How Walmart is deploying the Grinch to boost holiday marketing

The Dr. Seuss icon, played by Walton Goggins, appears in new ads and a Times Square takeover showcasing deals on products like the Switch 2. 

By Peter Adams • Nov. 17, 2025

Geico puts emotional spin on value for new brand platform

Created with The Martin Agency, “It Feels Good to Geico” enlists the Gecko and NFL greats A.J. Brown and Emmitt Smith across a series of ads.

By Chris Kelly • Nov. 14, 2025

Campaign Trail: Liquid Death lands a commercial inside ‘The Running Man’

The beverage brand’s latest movie collaboration moves beyond traditional product placement with an in-film ad starring Colman Domingo’s character.

By Chris Kelly • Nov. 14, 2025

E.l.f. bets on power of sound for kinder social media algorithms

A campaign timed to World Kindness Day includes audiovisual stories designed to interrupt consumers’ feeds and combat doomscrolling.

By Jessica Hammers • Nov. 13, 2025

Pizza Hut dishes out holiday value in multichannel campaign

The pizza chain supports its value-oriented holiday messaging with comedic ads, in-person events and digital games. 

By Sara Karlovitch • Nov. 13, 2025

Instacart’s animated holiday ads aim to ease pressure amid seasonal chaos

Spots that take a page from Rankin/Bass stop-motion classics were created with Starburns Industries, RadicalMedia and internal shop Local Produce.

By Peter Adams • Nov. 13, 2025

Marketers must wrestle with vanishing middle class in 2026: WARC

Rising costs and job insecurity are pushing marketers to focus on “affordability tension” and changing consumer milestones like having kids. 

By Peter Adams • Nov. 12, 2025

Home Depot’s heartfelt holiday ads showcase Christmas tree farmers

“The Right Tree” tells the story of how the home improvement retailer helps families find their perfect tree and is accompanied by a series of social videos.

By Jessica Hammers • Nov. 10, 2025

How Corona Cero mixed AI, human insights to find Olympic gold

Artificial intelligence-powered language analysis and psychological theory helped AB InBev create an Olympic campaign in three weeks.

By Chris Kelly • Nov. 7, 2025

Etsy spotlights importance of personalized gifting for holiday ads

A campaign that builds on the online marketplace’s previous seasonal efforts showcases how it can help individuals express themselves. 

By Aaron Baar • Nov. 6, 2025

Starbucks’ animated holiday ads aim to reclaim cozy coffeehouse image

“Drawn Together” tells the story of two animated figures as they journey across holiday cups to reunite and is set to the tune of “I’m Gonna Be (500 Miles).”  

By Peter Adams • Nov. 6, 2025

Why Coca-Cola keeps pushing the limits of generative AI despite backlash

An AI-generated holiday ad “scored off the charts” with consumers, according to Islam ElDessouky, global vice president for creative strategy and content.

By Chris Kelly • Nov. 5, 2025

5 Gum asks Gen Z creators to envision ‘How It Feels to Chew’ for social

The brand’s signature piece of marketing is becoming a 12-part social series developed with Energy BBDO that showcases overstimulating flavor.

By Peter Adams • Nov. 5, 2025

Inside Lowe’s social-first holiday push as Gen Alpha enters the market

CMO Jen Wilson explains how the home improvement retailer measures the success of in-store experiences and its new creator network.

By Chris Kelly • Nov. 4, 2025

Gap extends ‘Give Your Gift’ holiday campaign to promote hope, unity

An emotional spot set to a cover of Miley Cyrus’ “The Climb” was handled by the same creative duo behind Gap’s record-breaking “Better in Denim” ad.

By Jessica Hammers • Nov. 4, 2025

Gatorade flips iconic ‘80s campaign upside down for ‘Stranger Things’

The PepsiCo brand is reworking 1987’s “No Ordinary Thirst Quencher” and its retro Citrus Cooler flavor to fit the show’s themes and setting.

By Peter Adams • Nov. 3, 2025

Best Buy bets on sports, creators to serve up holiday gifting inspiration

The tech retailer will feature creators in its CTV ads for the first time and will advertise during 30 different NFL games throughout the season. 

By Jessica Hammers • Nov. 3, 2025

Naughty or nice? Coca-Cola doubles down on AI in new holiday campaign

Along with optimizing a previous ad made with generative artificial intelligence, the soda giant rolled out a separate spot focused on holiday memories.

By Chris Kelly • Nov. 3, 2025

Heineken brings group chats to life to spur in-person connections

The activation is backed by research that found while 94% of Americans are in group chats, 29% meet up with their groups once per month at most.

By Sara Karlovitch • Oct. 31, 2025

Campaign Trail: Hatch turns doomscrolling into horror film trailer

The in-house effort from the sleep device brand uses the tropes of scary movies to pitch its value proposition around the dangers of in-bed phone use.

By Chris Kelly • Oct. 31, 2025