Creative: Page 22
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Courtesy of Sony Corporation
Sony, Disney put Mickey on the court for Christmas Day NBA broadcast
The first animated alternate presentation of an NBA game will feature a cadre of cartoon icons, potentially reaching a wider audience.
By Peter Adams • Dec. 18, 2024 -
Courtesy of Campari
Grand Marnier celebrates fusion in multiyear pact with musician Future
The tie-up aligns with the 10th anniversary of the musician’s “Dirty Sprite 2” album and comes as parent Campari heavily targets U.S. consumers.
By Sara Karlovitch • Dec. 18, 2024 -
Explore the Trendline➔
Getty Images
TrendlineTop 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 -
Courtesy of Toys R Us
Consumers call AI-generated video ads annoying, confusing, per NIQ
Even AI-generated ads perceived as high quality and polished-looking did not leave as memorable an impression as conventional advertising.
By Peter Adams • Dec. 17, 2024 -
Courtesy of Wonderful Halos
Wonderful Halos’ edgy campaign sees kids call IRS, cut brake lines
“Hands Off My Halos” highlights the lengths children will go to keep mandarins from their parents and will span social media, streaming and more.
By Jessica Hammers • Dec. 17, 2024 -
Courtesy of PepsiCo
Santa Claus makes the switch to Pepsi in brand’s latest dig at Coke
The Christmas icon, who has a long-standing association with Coca-Cola, proves a fickle soda fan in Pepsi’s holiday social content push.
By Peter Adams • Dec. 16, 2024 -
Courtesy of Orangetheory
Orangetheory introduces brand revamp with ‘Every Reason is the Right Reason’
The new campaign and platform focus on the diversity of Orangetheory members and tie into a brand strategy centered around encouragement.
By Jessica Hammers • Dec. 16, 2024 -
Courtesy of Pull-Ups
Pull-Ups animates potty training reality to reach millennial, Gen Z parents
Led by Leo Burnett, a marketing relaunch for the Kimberly-Clark brand features animated characters Terd and Yureen alongside its iconic jingle.
By Chris Kelly • Dec. 16, 2024 -
Courtesy of The J.M. Smucker Co.
Hostess refreshes packaging, logo as part of modernization drive
A new look for products like Twinkies and Ding Dongs is just one piece of the snack marketer’s overhaul following its acquisition by J.M. Smucker.
By Peter Adams • Updated Dec. 12, 2024 -
Courtesy of Abby Hogue for Oatly
Oatly wants to update Santa’s Christmas Eve milk-and-cookies tradition
The brand had professional Santas taste test oatmilk and a fancy dessert as part of a push running on streaming, social, out-of-home and more.
By Chris Kelly • Dec. 11, 2024 -
Courtesy of Kleenex
Kleenex’s breakup calculator relieves heartbreak with Amazon ‘ex-tras’
The “KleenEX” activation asks consumers to detail their split for product suggestions and Amazon input like movie recommendations.
By Jessica Hammers • Dec. 11, 2024 -
Courtesy of Roku
Roku will cover the cost to turn branded social content into CTV ads
The platform, which is teaming with Spaceback to help brands make ads, predicts 20,000 new marketers will enter the streaming TV ad market in 2025.
By Chris Kelly • Dec. 11, 2024 -
Getty Images
How indie agencies could benefit as Omnicom’s mega-deal for IPG shakes up adland
Analysts agree that independents, which have already started picking up more business, will receive a boon, while overall dealmaking may spike.
By Peter Adams • Dec. 10, 2024 -
Courtesy of Levi's
Deep DiveNostalgia-washing: How brands can look back without getting hung up to dry
As marketers continue to look for inspiration in campaigns and culture of the past, the savviest will focus on brand truths to make meaningful connections.
By Chris Kelly • Dec. 10, 2024 -
Courtesy of Lavazza
ColumnCampaign Trail: Lavazza’s coffee-serving robot dreams of la dolce vita
To establish itself as a global brand with Italian DNA, Lavazza enlisted a cute robot — and former “Office” mates Steve Carell and John Krasinski.
By Chris Kelly • Dec. 6, 2024 -
Courtesy of E.l.f. Cosmetics
E.l.f. brings shopping to the speakeasy with Virtual Luxe Lounge
The beauty brand’s 3D online experience allows members of its loyalty program to shop holiday product drops and access exclusive coupons.
By Jessica Hammers • Dec. 5, 2024 -
Courtesy of Stellantis
Dodge rips into ‘soulless’ EVs to introduce all-electric Charger Daytona
“Save the Planet” flips the script on ads about protecting the Earth, arguing what Dodge is really protecting people from is “lame” rivals.
By Peter Adams • Dec. 5, 2024 -
Courtesy of Powerade
Why Powerade is letting athletes pause partnerships to prioritize mental health
Part of the Coca-Cola brand’s “Pause is Power” platform, The Athletes Code program was created by WPP Open X and led by Ogilvy.
By Chris Kelly • Dec. 5, 2024 -
Courtesy of Kellanova
Cheez-It adds absurd ‘fantaseez’ to college bowl game playbook
Fans of the Kellanova brand can detail their college football fantasies online for the chance to win an on-field wedding or a shot at broadcasting live.
By Jessica Hammers • Dec. 5, 2024 -
Retrieved from Zevia on December 04, 2024
Zevia ribs Coke’s AI holiday ads in bigger push for brand awareness
The better-for-you brand’s new commercial, part of a more aggressive ad-spending strategy, shows uncanny AI images nodding to Coke iconography.
By Peter Adams • Dec. 4, 2024 -
Courtesy of PepsiCo
Pepsi promotes new gingerbread flavor with baking show starring Shaq
The brand’s frequent ambassador shows off his culinary skills to boost a flavor innovation available via TikTok Shop.
By Chris Kelly • Dec. 4, 2024 -
Courtesy of Gap
Deep Dive7 top campaigns from 2024 and the tactics that drove success
These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.
By Peter Adams , Jessica Hammers , Sara Karlovitch , Chris Kelly • Dec. 3, 2024 -
Courtesy of Domino's
Domino’s brings Emergency Pizza to ‘Squid Game’ with ad partnership
The campaign is the first since Kate Trumbull officially took over as CMO and iterates on a program that has been central to the chain’s marketing.
By Aaron Baar • Dec. 3, 2024 -
Courtesy of Kraft Heinz
Oscar Mayer reheats classic bologna ad with sing-to-pay campaign
The nostalgia-fueled effort, co-created with agencies Johannes Leonardo and The Kitchen, gives consumers a chance to win Instacart gift cards.
By Chris Kelly • Dec. 2, 2024 -
Rodin Eckenroth/Getty Images for Frankies 457 via Getty Images
How Campari adapts to market trends to shape holiday experiences
The company’s vice president of marketing for America dishes on an expansive holiday strategy encompassing brands like Aperol and Grand Marnier.
By Sara Karlovitch • Dec. 2, 2024 -
Courtesy of Savencia
Why specialty cheese Alouette rebranded right before the holidays
For its 50th anniversary, the Savencia brand of French cheeses is introducing new packaging, sonic branding and its biggest campaign to date.
By Chris Kelly • Nov. 27, 2024
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