Bliss takes on ‘Sephora kids’ in a bid for elder millennials, Gen X

The skincare brand is attempting to reconnect with its core audience through a tie-up with comedian Iliza Shlesinger for a video spot and skincare kit.

By Jessica Deyo • Feb. 4, 2025

Heinz teams with hip-hop hitmaker Mustard for new product, campaign

The marketer launched the culturally minded — and perhaps overdue — campaign with a spot that aired during the Grammy Awards.

By Chris Kelly • Feb. 3, 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

Inside the marketing industry trends to follow in 2025

During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.

By Marketing Dive staff • Jan. 31, 2025

Clif Bar celebrates athlete perseverance with new brand platform

The Mondelez-owned snack marketer is extending a partnership with fitness app Strava to include fresh co-branded content, events and challenges.

By Peter Adams • Jan. 31, 2025

What marketers can expect as CTV and retail media converge in 2025

Expectations are high that the two synergistic and growing channels can deliver on the promise of full-funnel, data-driven digital marketing.

By Chris Kelly • Jan. 31, 2025

Why MLS is kicking off a brand campaign around the Super Bowl

CMO Radhika Duggal detailed the strategy behind the league’s “Game On” effort starring rapper Doechii that will premiere before the big game.

By Chris Kelly • Jan. 30, 2025

How generative AI’s role will evolve in 2025 as marketers probe its utility

The fast emergence of disruptors like DeepSeek could cater to marketers’ desire for tech that produces concrete outcomes at lower costs. 

By Peter Adams • Jan. 29, 2025

How E.l.f. balances entertainment, purpose to tap into a TikTok trend

In the brand’s third collaboration with Meghan Trainor, the pop star appears as an airplane captain to showcase soft matte makeup products. 

By Chris Kelly • Jan. 28, 2025

J.M. Smucker’s CMO on how brands must face the challenges of 2025

Gail Hollander discusses the convergence of brand building and pop culture and how marketers should think about retail media, AI and other emerging tech.

By Chris Kelly • Jan. 27, 2025

Campaign Trail: Dove’s iconic Beauty Bar is a canvas for celebration

Ogilvy’s “Unready for Anything” campaign for the Unilever brand flips the “get ready with me” trend on its head.

By Chris Kelly • Jan. 24, 2025

Kind embraces Gen Z trend bed rotting in new campaign

One of Dictionary.com’s 2024 new words, bed rotting — laying in bed during the day — has been embraced by younger consumers as a form of self-care.

By Sara Karlovitch • Jan. 24, 2025

Cheetos continues to embrace ‘Other Hand’ imperfection with custom font

The design described as “hilariously bad” is available via web download and a Chrome plug-in and will appear on special bags of the snack.

By Peter Adams • Jan. 23, 2025

How Dogfish Head uses social-first marketing as craft beer tides change

The Boston Beer Company-owned brewery leaned into Quitter’s Day and doled out participation medals and beer money to launch a new light IPA.

By Chris Kelly • Jan. 23, 2025

McDonald’s amplifies mobile app with Pokémon Happy Meal

The burger chain is again wedding pop culture and nostalgia with a Happy Meal box inclusive of a Pokémon booster pack, poster and sticker sheet.

By Jessica Deyo • Jan. 22, 2025

Jim Beam comforts grieving football fans with Keegan-Michael Key

Comedic skits running on the Suntory brand’s Instagram along with a 7 Stages of Defeat care package are meant to help keep spirits alive. 

By Sara Karlovitch • Jan. 21, 2025

Coors Light preps case of the Mondays for day after the Super Bowl

The Molson Coors flagship continues to build buzz for its big game spot after misspelling “refreshment” as “refershment” in an ad stunt.

By Chris Kelly • Jan. 15, 2025

Choice Hotels CMO talks travel ‘maximizing’ in new global ad campaign

Actor Keegan-Michael Key returns for this year’s marketing push, which aims to build brand loyalty, Noha Abdalla shares.

By Jenna Graber • Jan. 14, 2025

How Rocket Companies’ rebrand sets the stage for a new Super Bowl approach

A new visual identity looks to position the company as the “most culturally significant and inclusive brand in America,” said CMO Jonathan Mildenhall.

By Chris Kelly • Jan. 14, 2025

How American Eagle’s CMO avoids AI’s ‘generic creative’ trap

At NRF’s Big Show, Craig Brommers addressed mounting production demands but said delegating more work to AI is a “scary” prospect.  

By Peter Adams • Jan. 14, 2025

How Walmart’s latest brand refresh reinforces bigger digital ambitions

The first such update since 2008 for the big-box store introduces more vibrant colors and promotes its spark logo as a stronger standalone brand asset.

By Peter Adams • Updated Jan. 13, 2025

Campaign Trail: Dollar Shave Club gets back to its disruptive roots

The direct-to-consumer trailblazer is updating its irreverent streak after a period at Unilever that “neutered” the brand’s edginess, per CEO Larry Bodner.

By Chris Kelly • Jan. 10, 2025

Hyundai shows how easy it is to ‘Add to Cart’ via Amazon Autos

A campaign spot takes place in a fulfillment center, showcasing what is typically ordered through Amazon before landing on a 2025 Hyundai Santa Fe.

By Aaron Baar • Jan. 9, 2025

Starbucks hands Anomaly US creative duties in blow to WPP: report

WPP, which only won the account in October, established a bespoke Team Starbucks unit to support the coffee chain’s turnaround plan.

By Peter Adams • Jan. 9, 2025

Tide, Marvel Studios tackle ‘collateral stains’ with 5D film experience

Consumers who enter an Instagram sweepstakes will have the chance to attend a stain-filled early screening of “Captain America: Brave New World.”

By Jessica Deyo • Jan. 8, 2025

Mug Root Beer tests fans’ DNA to see who’s ‘got that dawg’ in them

Available via TikTok Shop, the kits align with the PepsiCo brand’s rising status as an internet meme fixture and respond to fresh sales momentum.

By Peter Adams • Jan. 8, 2025