Creative: Page 21

  • Fanta's limited-edition packaging promoting Warner Bros. "Beetlejuice Beetlejuice."
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    Courtesy of The Coca-Cola Company
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    Fanta debuts QR code-powered ‘Beetlejuice’ flavor for Warner Bros. tie-in

    The flavor includes packaging that can be scanned to unlock exclusive physical and digital experiences, including the chance to win movie tickets.

    By • Aug. 12, 2024
  • Illustrated scene in Cafe Bustelo ad
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    Courtesy of Cafe Bustelo
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    Column

    Campaign Trail: Café Bustelo gives its animated world an icy makeover

    As the J.M. Smucker brand brings iced coffee to the refrigerated aisle, new spots by BBH USA give a chilly remix to recent marketing.

    By • Aug. 9, 2024
  • Consumer Packaged Goods Explore the Trendline➔
    Trendline

    Consumer Packaged Goods

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

    By Marketing Dive staff
  • A Nike billboard for the Summer Olympics in Paris
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    Permission granted by Nike
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    Opinion

    What brands can learn about emotion from Olympic ads by Nike and Coke

    How emotions are used often determines whether creative can do more than just connect, but actually predispose viewers to buy, says Kantar’s Jane Ostler.

    By Jane Ostler • Aug. 9, 2024
  • The exterior of a Panera Bread restaurant.
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    Justin Sullivan / Staff via Getty Images
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    Panera Bread nabs Papa Johns CMO following menu overhaul

    The sandwich and soup spot, which is plotting an IPO, is appointing an experienced QSR marketer known for a digital-first approach.

    By • Aug. 8, 2024
  • Three teens sit together while looking at a phone.
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    Getty Images
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    NFL, GameSquare tap into football fandom for traveling creator series

    “NFL 4 The Fans Live” blends football hype with gaming and creator content and will launch with a multi-city series timed to the NFL calendar.

    By Aaron Baar • Aug. 8, 2024
  • A man stands in a room reminiscent of a college dorm wearing jeans and a red NYC t-shirt.
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    Courtesy of Urban Outfitters
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    Deep Dive

    Back-to-school 2024: How brands can win younger consumers as uncertainty endures

    The power of Gen Z and Gen Alpha to influence their parents to consider a brand could be the key to success amid another turbulent season.

    By • Aug. 8, 2024
  • McDonald’s Reveals New Collector’s Meal Inspired by Fan-favorite Collectibles.
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    Courtesy of McDonald's USA
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    Beanie Babies, Barbie and more: McDonald’s new collector cups nod to past tie-ins

    The latest nostalgia play from the fast food brand comes as it has lost some of its steam, with comparable sales slipping in Q2.

    By • Aug. 7, 2024
  • Liquid Death animated character
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    Retrieved from Liquid Death on August 01, 2024
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    Q&A

    How Liquid Death cuts through marketing noise without big media buys

    Vice President of Creative Andy Pearson explained how the billion-dollar beverage brand helps consumers “murder” their thirst in an expanding market.

    By • Aug. 5, 2024
  • a baby plays in the mud
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    Courtesy of Carter's
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    Q&A

    How Carter’s is pitching kids’ clothes to new Gen Z parents

    As part of the ‘More Than Just Cute” campaign, the brand released holiday-themed ads that will run on YouTube, Instagram, Facebook and TikTok.

    By • Updated Nov. 8, 2024
  • NBCUniversal Olympic broadcast with sponsor logos
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    Courtesy of NBCUniversal
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    NBCUniversal tops Olympics record as ad sales surpass $1.2B

    Over 70% of advertisers are new to the Olympics, with nearly $500 million in revenue coming from first-time sponsors, as brands engage global audiences. 

    By • July 31, 2024
  • Two models pose for Shapermint
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    Courtesy of Shapermint
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    How Shapermint’s proprietary AI ad tool is fueling profits

    CMO Massimiliano Tirocchi explained how the shapewear retailer’s Altair ad tool has helped it streamline content production and gain new customers.

    By Christine Blank • July 31, 2024
  • Stouffer’s out-of-home ad featuring a razor
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    Courtesy of Stouffer’s
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    Stouffer’s tackles meal-planning anxiety with ads dispelling ‘dinner dread’

    Strategic billboard buys and print ads masking as placements for other products like jewelry seek to catch hungry consumers off guard.

    By • July 30, 2024
  • Gabby Douglas and Patrick Warburton in an e.l.f. campaign
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    Courtesy of E.l.f. Beauty
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    E.l.f. gets in on ‘hot girl walk’ TikTok trend in time for Olympics

    To boost its position as an entertainment brand, the cosmetics company parodied sports broadcasts in a video featuring Olympian Gabby Douglas.

    By • July 29, 2024
  • Hyundai "It's OK" Advertisement During 2024 Summer Games
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    Courtesy of Hyundai Motor America
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    Why Hyundai shifted gears for more emotional Summer Olympics ads

    CMO Angela Zepeda explained the change in tone and why the brand’s vehicles are taking a back seat for the occasion.

    By • July 26, 2024
  • Keanu Reeves in a Palo Alto Networks commercial
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    Courtesy of Palo Alto Networks
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    Column

    Campaign Trail: Palo Alto Networks equips Keanu Reeves with AI-powered weapons

    The cybersecurity firm recruited a Hollywood team to prove that B2B marketing doesn't have to mean “business-to-boring.”

    By • July 26, 2024
  • A group of roller skaters in a Vitaminwater ad
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    Courtesy of Vitaminwater
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    Vitaminwater returns to its New York roots in Spike Lee-directed ads

    In an effort by WPP’s Open X, a local angle stands in contrast to the Coca-Cola-owned brand’s last major campaign, which focused on Lil Nas X.

    By • July 25, 2024
  • Nikki Rodriguez poses for American Eagle's Fall 2024 campaign.
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    Courtesy of American Eagle
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    Inside American Eagle’s ‘Live Your Life’ brand platform and fall campaign

    CMO Craig Brommers explains how efforts like a social-focused tie-up with Life on Film to capture disposable camera footage are meant to reach Gen Z.

    By • July 25, 2024
  • NBCUniversal Olympic broadcast with sponsor logos
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    Courtesy of NBCUniversal
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    How Coca-Cola, Delta are ‘Olympicizing’ campaigns with NBCUniversal

    As total ad sales for the games surpass $1.2 billion, six major marketers will sponsor a commercial-free hour during the opening ceremony.

    By • July 24, 2024
  • Best Buy's "spokeshologram," Gram, which debuted as part of a larger refresh and introduction of its "imagine that." tagline
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    Courtesy of Best Buy
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    Best Buy refreshes brand with new tagline and ‘spokeshologram’

    The retailer is leaning into discovery for an effort that includes a new color palette and series of back-to-school ads featuring brand character Gram.

    By • July 23, 2024
  • A Nike billboard for the Summer Olympics in Paris
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    Permission granted by Nike
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    Nike kicks off marketing comeback with gritty Olympics ads

    Wieden + Kennedy Portland created spots probing qualities that motivate sporting greats like an obsession with power and an inability to be satisfied.

    By • July 22, 2024
  • Deadpool and Wolverine in a Heineken ad
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    Courtesy of Maximum Effort
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    How Heinz, Heineken and other brands got their claws into ‘Deadpool & Wolverine’

    Maximum Effort’s George Dewey explains how the agency approaches brand partnerships and why the film series is not “ashamed” of advertising.

    By • July 22, 2024
  • Boost Mobile campaign
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    Courtesy of Boost Mobile
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    Boost Mobile challenges telecom’s big 3 with brand repositioning, campaign

    The wireless carrier is unifying its prepaid and postpaid services under a single brand name and marking the effort with a new look and comedic ads.

    By Aaron Baar • July 18, 2024
  • Bottles of ketchup and mustard dressed up like Wolverine and Deadpool.
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    Courtesy of Kraft Heinz
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    Heinz swaps ‘Deadpool & Wolverine’ for condiments in meta movie tie-in

    The color of the superheroes’ outfits inspired a campaign that includes fourth-wall-breaking ads and collectibles for decorating condiment bottles. 

    By • July 17, 2024
  • Audible's AR OOH campaign on a screen in New York. The image reads, "There's more to imagine when you listen."
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    Courtesy of Audible
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    Audible brings storybooks to life with innovative global AR campaign

    The out-of-home ads leverage GroupM’s WinDOOH technology to transport consumers to fantastical worlds without the use of a mobile device.

    By • July 17, 2024
  • Mtn Dew's Mountain Dude
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    Courtesy of Mountain Dew
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    Why Mountain Dew introduced the Mountain Dude to refresh ‘Do The Dew’

    Crafted by Goodby Silverstein & Partners, a new campaign features a stylish brand character and a call for consumers to get off their… donkeys.

    By • Updated July 15, 2024