Creative: Page 38
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Permission granted by Old Spice
Old Spice reveals first brand mascot as Super Bowl anticipation heats up
Swaggy Spice, a deodorant stick wearing a hat and sunglasses, is part of a larger “Smelf-Confidence” campaign inspired by Broadway.
By Peter Adams • Feb. 6, 2023 -
Retrieved from Instacart on February 01, 2023
Michelob Ultra, Instacart support Super Bowl push with shoppable TV ads
The tie-up represents parent company Anheuser-Busch InBev’s first shoppable TV commercial and Instacart’s first major CPG co-marketing campaign.
By Jessica Deyo • Feb. 2, 2023 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Courtesy of PepsiCo
PepsiCo’s new Starry brand named official soft drink of NBA, WNBA
The lemon-lime offering targeted at Gen Z aims to bring a “fresh perspective” as Mtn Dew steps back from events like the NBA All-Star weekend.
By Peter Adams • Feb. 1, 2023 -
Courtesy of Molson Coors
Molson Coors and DraftKings turn Super Bowl ad into betting opportunity
The high-stakes tie-up challenges consumers to bet on various aspects of the brewer’s big game spot for the chance to win a portion of a $500,000 prize.
By Sara Karlovitch • Jan. 30, 2023 -
Courtesy of Anheuser-Busch InBev
Busch Light enlists Sarah McLachlan for Super Bowl LVII
The beer brand’s game day commercial will revive the singer’s ASPCA anthem, “Angel,” as part of a playful miscommunication about outdoor survival tips.
By Jessica Deyo • Jan. 30, 2023 -
Courtesy of Heinz
Heinz says it’s time to ditch Roman numerals for Super Bowl 57
“LVII Meanz 57” is meant to play off the brand’s ketchup packaging, which has for over 100 years boasted a trademarked number 57 on its label.
By Sara Karlovitch • Jan. 27, 2023 -
Courtesy of KFC
KFC Canada unveils winterized outdoor basketball court
As part of the “KFC Buckets Are Life” campaign, the court features pre-warmed basketballs and nets made to look like the chain’s chicken buckets.
By Sara Karlovitch • Jan. 26, 2023 -
Permission granted by A&W
A&W addresses mascot’s ‘polarizing’ lack of pants in riff on M&M’s uproar
The brand shared a statement phrased similarly to one from the confectionary marketer earlier this week announcing a hiatus for its spokescandies.
By Peter Adams • Jan. 25, 2023 -
Courtesy of Dogfish Head
Dogfish Head’s budget big game ad showcases electric football
The craft brewer spent only $7,000 on a hyper-local ad to promote its role as the official beer of the Electric Football World Championship.
By Sara Karlovitch • Jan. 25, 2023 -
Courtesy of Oreo
Martha Stewart makes metaverse debut with Oreo
The celebrity chef and DIY homemaker will document her journey through the Oreoverse with a livestream on Facebook and Instagram.
By Jessica Deyo • Jan. 24, 2023 -
Retrieved from Avocados From Mexico on January 19, 2023
Avocados from Mexico gives Super Bowl parties a glow up with Pantone
A custom yellow-green color features in a new big game decor collection, while the marketer is also investing in its sonic branding.
By Peter Adams • Jan. 19, 2023 -
Courtesy of Clinique
How technology changes the way beauty brands interact with consumers
During an NRF Big Show panel, execs from Estée Lauder and Macy’s discussed how data, artificial intelligence and TikTok are influencing customer behavior.
By Sara Karlovitch • Jan. 19, 2023 -
Courtesy of Frito-Lay North America
Lay’s and Brazilian superstar Anitta power campaign with potato electricity
A TV spot features elements of Latino culture, including reggaetón and voceteo, a Puerto Rican and Dominican trend around car sound systems.
By Chris Kelly • Jan. 18, 2023 -
Retrieved from Molson Coors Beverage Company on January 17, 2023
Miller Lite, Coors Light make cases for Super Bowl spotlight
Molson Coors is playing up an internal rivalry as fans anticipate which brand will return after more than three decades locked out of the big game.
By Peter Adams • Jan. 17, 2023 -
Courtesy of PepsiCo
Pepsi to tout zero-sugar reformulation in first Super Bowl ad in 3 years
The brand’s big-game plans have been closely watched since it stepped down as halftime show sponsor.
By Peter Adams • Jan. 13, 2023 -
Retrieved from Heineken USA on January 12, 2023
Heineken helps Ant-Man shrink alcohol consumption in new ads
In the run up to Marvel’s “Ant-Man and The Wasp: Quantumania,” the brewer is hoping to spread the word about its alcohol-free option.
By Sara Karlovitch • Jan. 12, 2023 -
Courtesy of McDonald's
McDonald’s ‘tech-forward’ Lunar New Year push features AI-powered ad
In collaboration with creator Karen X Cheng, the fast food giant is returning to the metaverse and releasing an AR filter on Instagram.
By Chris Kelly • Jan. 12, 2023 -
Retrieved from Mint Mobile on January 11, 2023
Ryan Reynolds reads from AI-generated script in new Mint Mobile ad
The brand claims this is a first-of-its-kind application of ChatGPT, an early sign that AI-powered creative could be a major 2023 trend.
By Peter Adams • Jan. 11, 2023 -
Courtesy of Rémy Martin
Rémy Martin blends generations, traditions in Lunar New Year campaign
Working with several “cultural tastemakers,” the effort celebrates Asian culture across ads, in-person events and a limited-edition bottle.
By Sara Karlovitch • Jan. 10, 2023 -
Courtesy of Chex Mix
Chex Mix remixes ‘Baby Got Back’ for bagel chips revival
The General Mills brand taps into 90s nostalgia, enlisting Sir Mix-A-Lot to rework his iconic track for the first time in the song's 30-year history.
By Chris Kelly • Jan. 10, 2023 -
Courtesy of Dunkin'
Dunkin’ reportedly picks new creative agency, clouding future with Anomaly
Stagwell’s Anomaly recently announced plans to lay off 8% of U.S. staff, citing a “significant reduction” in Dunkin’ work as a leading factor.
By Peter Adams • Updated Jan. 9, 2023 -
Courtesy of FanDuel Group
FanDuel bets big on Gronk in first Super Bowl spot
If Rob Gronkowski is able to make a 25-yard field goal during a live Super Bowl ad, FanDuel users will share a $10 million prize.
By Sara Karlovitch • Jan. 9, 2023 -
Permission granted by Mars, Incorporated
M&M’s unites female spokescandies to celebrate women bucking convention
Special packaging is meant to better familiarize consumers with Purple, a new mascot that will also appear in the brand’s Super Bowl commercial.
By Peter Adams • Jan. 5, 2023 -
Courtesy of H&M
H&M centers on sustainability for Roblox activation
The Loooptopia experience allows users to create and recycle custom digital garments and unlock special rewards.
By Jessica Deyo • Jan. 5, 2023 -
Courtesy of Tito's Handmade Vodka
Martha Stewart uses Tito’s vodka around the house for ‘DIY January’
In a nod to Dry January, the home chef icon showcases the breadth of possibilities for vodka beyond drinking it, like cleaning shoes or watering plants.
By Sara Karlovitch • Jan. 4, 2023
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