Creative: Page 59
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Permission granted by Jif
Deep DiveCPG brands ditch domestic tropes for culture-led marketing. Will it pay off?
Marketers face pressure to address a history of propping up gender roles that were woven into the cultural fabric by agencies in the "Mad Men" era.
By Peter Adams • Oct. 5, 2021 -
Courtesy of Lexus
Lexus puts Marvel 'Eternals' hero behind the wheel in new cinematic spot
In the Easter egg-laden "Parking Spot," Kumail Nanjiani's Kingo drives around a battle-scarred city as he encounters a variety of everyday problems.
By Peter Adams • Oct. 4, 2021 -
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 Mars Wrigley Confectionery
Starburst doubles down on viral Little Lad ad with TikTok contest
The Mars Wrigley candy brand is tapping into interest in a 2007 ad, with the related #berriesandcream hashtag generating more than 1.2 billion views.
By Chris Kelly • Oct. 1, 2021 -
Courtesy of Hyundai Motor America
Hyundai teams with Annie Leibovitz to portray the lives of employees and customers
Featuring photographs and videos, the campaign attempts to humanize the car brand in order to curry favor with consumers.
By Asa Hiken • Oct. 1, 2021 -
Courtesy of The Coca-Cola Company
Coca-Cola refreshes brand with global campaign built around shared moments
To revamp the Coke trademark, the brand worked with agency BETC London on a campaign that includes a gaming-focused spot and activations on Twitch.
By Asa Hiken • Sept. 30, 2021 -
Daphne Howland/Marketing Dive
Macy's scrambles to keep Amazon off its big red sign in Herald Square
The department store has rented the 2,200-square-foot billboard for 60 years and filed an injunction stipulating that it can't legally go to a competitor.
By Daphne Howland • Sept. 29, 2021 -
Courtesy of Nutrabolt
C4 Energy drink celebrates Starburst fusion with pop-up truck, digital content
In addition to influencer partnerships and in-person activations, the drink brand will digitally release pop art-inspired visuals and anime-inspired content.
By Chris Kelly • Sept. 29, 2021 -
Courtesy of Molson Coors
Miller Lite forges luxury ring collection that rewards football fans for reuniting
Each piece comes with a built-in sensor that can detect when another ring is nearby, and assembling all six unlocks free beer for life.
By Peter Adams • Sept. 28, 2021 -
Courtesy of Crown Royal
Crown Royal 3D-prints immersive world for canned cocktails
The cast, including a hip-hop artist and pro gamer, was scanned at different locations to create a virtual block party celebrating the product launch.
By Peter Adams • Sept. 27, 2021 -
Courtesy of Behr Paint
Behr lets Spotify users visualize music with help from Katy Perry
Developed with agency TBWA\Chiat\Day LA, the effort features an ad where the musician performs various hits in color-coded outfits and backdrops.
By Peter Adams • Sept. 24, 2021 -
Courtesy of American Express
ColumnCampaign Trail: AmEx eyes small-business owners in whimsical new push
Pop-up workstations — billboards that flip into desks with charging ports — are designed for people on the go and manifest how the brand's cards are "built for business."
By Natalie Black (Koltun) • Sept. 24, 2021 -
Retrieved from DirecTV on September 21, 2021
DirecTV's digital comic morphs Serena Williams into Wonder Woman
A Snapchat AR portal and custom Twitter emoji also debut this week, followed by the remaining three chapters of "Serving Up Justice" later this fall.
By Natalie Black (Koltun) • Sept. 23, 2021 -
Courtesy of CKE Restaurants Holdings, Inc.
Carl's Jr., Hardee's offer Adult Swim meals themed around nostalgic fan favorites
Figurines and cups reference shows like "Metalocalypse" that built a cult appeal for the programming block, which is celebrating 20 years on air.
By Peter Adams • Sept. 23, 2021 -
Degree released a video as part of the campaign that features people who have faced judgment for not meeting society's idealized version of a "mover." The image was retrieved from its video on Sept. 20, 2021.
Degree presses fitness industry as 81% of disabled people feel left out
To support more inclusive practices, the Unilever brand set up a website with a roster of qualified trainers and coaches ready for employment.
By Peter Adams • Sept. 20, 2021 -
Courtesy of Lexus
Lexus spins original song, music video inspired by vehicle experiences
New musical creative is the latest effort by the car brand to experiment with different channels and reach a wider audience.
By Asa Hiken • Sept. 16, 2021 -
Courtesy of PepsiCo
Pepsi breaks down recycling 101 with NFL stars amid sustainable transformation
A "Trash Talk" platform featuring player-led PSAs and an interactive game is part of a new initiative that spans the PepsiCo portfolio.
By Peter Adams • Sept. 15, 2021 -
Courtesy of State Farm
State Farm's mascot debuts as first branded character in NBA 2K22
Along with a Twitch livestream, the integration includes a digital storefront where players can buy in-game apparel inspired by Jake from State Farm.
By Chris Kelly • Sept. 15, 2021 -
Deep Dive
As NFL kicks off 2nd pandemic season, sports marketers exercise cautious optimism
Even as concerns persist around the delta variant, brands feel more confident about their strategies, including the return of experiential tactics and expansion into sports betting.
By Peter Adams • Sept. 15, 2021 -
Courtesy of Stacy's Pita Chips
Stacy's taps Reese Witherspoon's Hello Sunshine to share stories of female founders
The Frito-Lay brand is enlisting the buzzy media company to amplify winners of a Rise Project that provides grants and mentorship opportunities.
By Peter Adams • Sept. 14, 2021 -
Accenture acquires creative agency King James Group as it expands Africa footprint
The acquisition is the first major agency deal since the company tapped David Droga, a venerated creative, as CEO of its marketing services division.
By Peter Adams • Sept. 13, 2021 -
Courtesy of Campbell's
Campbell's Chunky emphasizes lunch breaks with ad starring NFL coach
The soup brand draws a connection between lunchtime and halftime in order to rouse millennial men to make the midday meal a habit.
By Asa Hiken • Sept. 10, 2021 -
Permission granted by Pepsi
Pepsi reimagines 'Grease' with Doja Cat to debut vintage soda shop flavors
A modern take on "You're the One That I Want" celebrates the musical's 50th anniversary and spotlights new cream soda and black cherry variants.
By Peter Adams • Sept. 10, 2021 -
Courtesy of Samsung
ColumnCampaign Trail: Samsung virtually embeds Charli XCX in fantastical worlds
An earbuds ad from R/GA links colorful scenes with dedicated soundscapes using an augmented reality-like technique called volumetric capture.
By Natalie Black (Koltun) • Sept. 10, 2021 -
Courtesy of Burger King
Burger King introduces Keep It Real Meals after banning 120 artificial ingredients
Mirroring McDonald's, the chain tapped celebrities to share their custom orders, but asked them to use their real names instead of stage personas.
By Peter Adams • Sept. 9, 2021 -
Courtesy of Banana Republic
Banana Republic goes back to its roots with new brand identity
A historical underperformer at parent company Gap, the brand is realigning around more casual offerings that speak to its origins.
By Tatiana Walk-Morris • Sept. 8, 2021
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