Zaxbys’ CMO on breaking through the chicken category with ‘sauce’

The chain’s first work from Goodby Silverstein & Partners introduces a brand character that speaks to both signature sauces and cool charisma.

By Chris Kelly • April 23, 2025

Hotels.com returns to mascot-focused marketing with Bellboy character

The anthropomorphic hotel desk bell promotes savings in a new campaign spanning Instagram, TikTok, YouTube and the brand’s website and app.

By Peter Adams • April 22, 2025

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

Fiverr confronts AI concerns head-on in national marketing push

“Stranger Things” actor Brett Gelman stars in an ad for the freelancer marketplace that parodies the pottery scene from the film “Ghost."

By Sara Karlovitch • April 21, 2025

Unfiltered view: 3 trends driving marketing photography for brands

Cutting through the noise requires touching a nerve that builds emotional bonds.

April 21, 2025

Gatorade taps Kendrick Lamar for latest extension of ‘Is It In You?’

“Lose More. Win More.” was created with TBWA/Chiat/Day LA and pays tribute to the hard work it takes to reach icon status.

By Jessica Hammers • April 18, 2025

Campaign Trail: Clash of Clans enters war zone with WWE champion

Created with David New York, a series of video ads speak authentically to fans of both WWE and the hit mobile game from Supercell.

By Chris Kelly • April 18, 2025

Kids entertainment brand CoComelon lends a hand in first brand campaign

“CoComelon Can Help” also includes creator partnerships and playlists curated for Pinterest and YouTube.

By Jessica Hammers • April 17, 2025

Inside BodyArmor’s new visual identity and largest campaign to date

The Coca-Cola-owned beverage aims to separate itself from a crowded category with a bold new look and ads that ask consumers to “Choose Better.”

By Chris Kelly • April 17, 2025

Why Mentos relaunched its iconic jingle and brought brand lore to Fortnite

To reach Gen Z, the 93-year-old brand is tapping into ‘90s nostalgia and enduring interest in what happens when its mints are mixed with cola.

By Chris Kelly • April 16, 2025

Chili’s pop-up finances fast food meals in latest dig at rising prices

A store emulating payday loan retailers doles out gift cards to “approved” visitors, while consumers at home can participate in social giveaways on X. 

By Peter Adams • April 15, 2025

Malibu encourages work-life balance in new ad starring Brian Cox

Known for serious roles such as Logan Roy in “Succession,” the actor ditches the boardroom to enjoy the beach and tells consumers to “Clock off!”

By Sara Karlovitch • April 14, 2025

Panera reintroduces brand with focus on dine-in cafe experience

“It Just Meals Good,” the chain’s first work from 72andSunny, captures a variety of occasions for eating at Panera, whether catching up with a kid or an ex. 

By Peter Adams • April 10, 2025

How JCPenney’s new brand positioning is subverting consumer expectations

“Anonymous Ads” was created and executed by new appointments Mischief and VaynerMedia, and helps the brand address a “sea of sameness” in retail.

By Chris Kelly • April 10, 2025

Why Minute Maid is teaming with WWE to punch up its new brand platform

The sponsorship supports “Bring the Juice,” which serves as the culmination of several years of brand transformation work.

By Chris Kelly • April 9, 2025

Subway hires CMO from PepsiCo beverages to lead global marketing

Greg Lyons, who left the Pepsi owner late last month, will join Subway as it shifts its creative account to Publicis Groupe’s Leo New York.

By Peter Adams • April 9, 2025

Kit Kat protects downtime in a chaotic world with Break Brothers

The brand's first character-driven campaign looks to appeal to people dealing with hectic work environments and return-to-office policies.

By Peter Adams • April 8, 2025

Scotch-Brite jams to ‘So Fresh, So Clean’ to showcase joys of cleaning

“The Brite Side of Clean” centers around self-expression and spans CTV, social media, out-of-home and the 3M brand’s “Sparkle Squad” ambassadors.

By Jessica Hammers • April 8, 2025

Beyoncé’s Cécred tells real women’s stories in first brand campaign

Created with Wieden+Kennedy, “A Deeper Understanding of Hair” revolves around a documentary-style film that details real hair care experiences.

By Chris Kelly • April 7, 2025

Domino’s expands remit of AOR WorkInProgress after campaign wins

The independent shop behind Domino’s popular Emergency Pizza promotion has been named social AOR as brands ramp up work around creators. 

By Peter Adams • April 7, 2025

Spring some strong offers this Easter

Attract new customers and drive holiday sales with easy-to-implement Easter and spring marketing offers, ad design and outreach.    

By Jed Dreben • April 7, 2025

Campaign Trail: ‘Brutalist’ director helms Bloomberg’s ‘Contextualist’ ads

Director Brady Corbet made his commercial debut with three spots that turn idioms into insights in a campaign by Wieden+Kennedy New York.

By Chris Kelly • April 4, 2025

Wendy’s nets nearly 52M impressions in single day with Snap ad product

Snap began testing Sponsored Snaps, which allow brands to deliver a vertical video directly to users’ inboxes, last October.

By Jessica Hammers • April 3, 2025

Harry’s resets brand with push beyond product-focused marketing

The DTC innovator worked with creative agency Zulu Alpha Kilo on a campaign while Mythology developed the brand refresh with support from Collins.

By Chris Kelly • April 2, 2025

Why Olaplex is leading with emotion for its latest refresh, campaign

CMO Katie Gohman explains how talent like “Bridgerton” star Nicola Coughlan is key to connecting with both salon pros and everyday consumers.

By Jessica Hammers • April 2, 2025

Chili’s serves up ‘Office’ nostalgia at new Scranton location

The Pennsylvania location arrives as the workplace comedy, which stopped airing over a decade ago, continues to resonate strongly with consumers.

By Sara Karlovitch • March 31, 2025