Inside State Farm’s Super Bowl LVII mobile strategy

As it vies for Gen Z and millennial attention, the insurance company opted against a big game ad in favor of TikTok and the app’s most popular creator.

By Jessica Hammers • Feb. 9, 2023

Pepsi breaks fourth wall in Super Bowl ads satirizing celeb endorsements

Spots starring Ben Stiller and Steve Martin riff on the night’s typically star-studded commercials to encourage people to try the new Pepsi Zero Sugar.

By Peter Adams • Feb. 8, 2023

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

Klarna jumps back to Y2K with help from Paris Hilton

A campaign developed with Hilton’s 11:11 Media reinvents her “That’s hot” catchphrase and references trends from the era, like the velour tracksuit.  

By Peter Adams • Feb. 7, 2023

ZipRecruiter partners with Ant-Man to showcase job-seeking tech

The Marvel Studios tie-up spotlights the employment platform’s 1-Click Apply feature and is timed to the release of “Ant-Man and The Wasp: Quantumania.”

By Jessica Hammers • Feb. 7, 2023

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

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 Hammers • Feb. 2, 2023

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

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

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 Hammers • Jan. 30, 2023

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

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

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

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

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 Hammers • Jan. 24, 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

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

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

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

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

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

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

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

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

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

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