Creative: Page 2
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Coca-Cola heads to Marvel universe for new spot, packaging campaign
Scannable Coca-Cola and Coca-Cola Zero Sugar packaging will feature more than 30 Marvel characters who come to life via augmented reality.
By Chris Kelly • April 8, 2024 -
Chipotle levels up gaming efforts with Tekken 8 in-game perks, menu item
As an official partner of the fighting game, Chipotle will also make Tekken 8 the title game for the return of its Challenger Series esports competition.
By Jessica Deyo • April 8, 2024 -
Trendline
The Marketing Dive Outlook on 2022
Despite continued uncertainty, the past two years have provided plenty of lessons for marketers looking for a way forward. Read on for the trends and topics that could shape the industry in 2022.
By Marketing Dive staff -
Solo Stove puts the ‘deep’ in deep dish with subterranean pizza-making class
A livestreamed event from Alabama’s Majestic Caverns builds on a more aggressive marketing strategy for the outdoor lifestyle brand.
By Peter Adams • April 5, 2024 -
Chipotle dishes out $1M in free burritos with Burrito Vault mobile game
Timed to National Burrito Day, the interactive web game tasked consumers to correctly guess two exact order combinations to score a promotional code.
By Aaron Baar • April 4, 2024 -
Sherwin-Williams subverts color of the year trend by picking ‘loneliest’ hue
“The Loneliest Color” campaign showcases the overlooked Kingdom Gold with creative and apparel designed by Harlem courtier Dapper Dan.
By Peter Adams • Updated April 4, 2024 -
Kraft cooks up brand refresh, creative platform for unified sauce line
Handled by Wieden+Kennedy, the creative platform debuts on Instagram, TikTok and YouTube with content poking fun at “serious chef culture.”
By Jessica Deyo • April 3, 2024 -
Dramamine goes for the gut with documentary tribute to barf bags
Crafted by FCB Chicago, the brand’s largest marketing investment since 2010 is animated by interviews with barf bag collectors and everyday people.
By Peter Adams • April 3, 2024 -
Target Lady of ‘SNL’ fame promotes retailer’s revamped loyalty offerings
Kristen Wiig reprises the bowl cut-touting character in a loyalty-focused campaign that will appear across TV, YouTube, TikTok, Pinterest and beyond.
By Peter Adams • April 2, 2024 -
Frito-Lay teams with Hasbro to bring classic games to life
A multichannel campaign features a QR code-powered web game and four “Game of Snacks” spots inspired by popular titles like Connect 4.
By Sara Karlovitch • April 2, 2024 -
Q&A
How Papa Johns’ new brand platform connects pizza to marketing transformation
CMO Mark Shambura delves into the “Better Get You Some” campaign, the first major effort handled by creative AOR The Martin Agency.
By Chris Kelly • April 2, 2024 -
Walmart’s ad growth playbook involves winning more non-endemic brands
Automotive, entertainment, financial services, QSR and travel brands are in the retail media network’s sights, as are smaller advertisers.
By Peter Adams • April 1, 2024 -
IBM shows the dangers of marketers using ‘fishy’ generative AI
The tech giant turned the Las Vegas Sphere into a fishbowl of wonky fish to show what its Watsonx AI platform and Adobe’s cloud offerings can prevent.
By Chris Kelly • April 1, 2024 -
Velveeta unveils cheese-inspired hair dye with Julia Fox
As part of the brand’s “La Dolce Velveeta” platform, the actress debuted the yellow-hued, semi-permanent hair color at a New York Knicks game.
By Jessica Deyo • April 1, 2024 -
How MoonPie, SunChips are taking advantage of solar eclipse mania
Astronaut partnerships and a WWE-style match pitting celestial bodies against each other stoke anticipation for the rare astronomical event.
By Peter Adams • March 29, 2024 -
Column
Campaign Trail: Skims clones Kim Kardashian for first TV push
Created with Wieden + Kennedy, the cinematic effort looks to launch the shapewear brand for a national audience with a bold but playful story.
By Chris Kelly • March 29, 2024 -
Manischewitz rebrands to extend appeal beyond kosher aisle
The makeover was spearheaded by Jones Knowles Ritchie, an agency that has recently helped refresh mass-market brands like M&M’s and Kraft.
By Peter Adams • March 27, 2024 -
Pure Leaf taps ‘Ghostbusters’ actors to myth-bust its zero-sugar sweet tea
The launch comes as both PepsiCo and Coca-Cola are reaching out to consumers seeking better-for-you beverages.
By Chris Kelly • March 27, 2024 -
Nike commits to bolder brand marketing as part of rebound plan
The Summer Olympics will serve as a showcase for some of the sportswear giant's most impactful marketing in years, executives said.
By Peter Adams • March 26, 2024 -
Inside Levi’s first campaign from new creative AOR TBWA\Chiat\Day
CMO Kenny Mitchell explains how “The Floor Is Yours” will “pass the pen” to consumers via a global casting call for a role in a music video.
By Chris Kelly • March 25, 2024 -
Mtn Dew reaches out to gamers, outdoor enthusiasts with rewards programs
In a move to target niche audiences, special packaging from the PepsiCo brand offers codes redeemable for products from brands like Xbox and GoPro.
By Jessica Deyo • March 25, 2024 -
Chips Ahoy boosts new recipe with Keke Palmer and Malibu ‘re-treat’
The brand’s most extensive reformulation in nearly a decade for its blue bag cookie will be promoted with a celebrity campaign and updated packaging.
By Sara Karlovitch • March 21, 2024 -
Miller Lite’s ‘Great Taste, Less Filling’ debate returns with nostalgic push
Leo Burnett spearheaded creative that features a number of famed athletes coming out of retirement to debate Miller Lite’s best qualities.
By Peter Adams • March 21, 2024 -
PNC leans on ‘boring’ label in new marketing campaign
A J.D. Power analyst asserted the bank’s ads, created with Arnold Worldwide, may challenge customers to see the meaning of “boring” differently.
By Caitlin Mullen • March 19, 2024 -
Tropicana’s new ads tout impact on brunch, mimosas and fridge chugging
“The Juice That Starts It All” nods to the brand’s over 70-year history while attempting to sway younger audiences via social media placements.
By Jessica Deyo • March 19, 2024 -
How Bubly aims to shake up sparkling water with new Burst brand extension
Burst caters to consumers who view sparkling water marketing as staid and products as too much of a flavor trade-off from sweeter sodas.
By Peter Adams • March 19, 2024