Creative: Page 65
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Permission granted by Mondelez International
How Mondelez deploys empathy to sidestep personalized marketing's 'creepy chasm'
At Advertising Week, Global Vice President of Consumer Experience Jon Halvorson emphasized that efficiency is driven by smarter creative and a simpler media plan.
By Peter Adams • Oct. 22, 2021 -
Hellmann's first Super Bowl ad stars comedian Amy Schumer. The image was retrieved from the brand's YouTube video on Jan. 27, 2021.
How Unilever and other marketers work to avoid greenwashing
The CPG giant's chief digital and marketing officer said a gap exists between consumer attitudes and actions around sustainability because of complexity.
By Chris Kelly • Oct. 21, 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 -
Permission granted by Marketing Dive
'Berries and Cream' creators on what's driving TikTok comeback of 14-year-old ad
The team behind the original Starburst campaign emphasized that deliberately trying to go viral is a recipe for failure before the Little Lad crashed its Advertising Week panel.
By Peter Adams • Oct. 20, 2021 -
Asa Hiken/Marketing Dive
For Jose Cuervo, marketing success means engaging consumers more directly
The marketer's strategy has shifted away from a heavy reliance on brand awareness, the CMO of parent Proximo Spirits said during Advertising Week.
By Asa Hiken • Oct. 20, 2021 -
Getty Images
Deep DiveHow product shortages and an extended shopping season are upending holiday marketing
Preparing contingencies for different holiday scenarios puts additional pressure on brands and agencies working to keep up amid their own staffing challenges.
By Natalie Black (Koltun) • Oct. 19, 2021 -
Courtesy of Snap Inc.
Snap opens creative studio for branded AR with clients P&G, Verizon and WWE
Platform-agnostic shop Arcadia will work with brands and agencies to blend creative design with technology and advance the augmented reality ecosystem.
By Chantal Tode • Oct. 19, 2021 -
Courtesy of Roku
IAB: Advertisers must prioritize utility over cleverness, or lose out on digital boom
Advertisers and their agencies should look at innovations in publishing that focus on anticipating consumer needs, the group recommends.
By Peter Adams • Oct. 18, 2021 -
Permission granted by Cvent
Sponsored by CventRaising the bar: Webinars reimagined
As virtual event technology comes of age and functionality continues to push boundaries, audience expectations for what's considered an engaging webinar, have also changed.
Oct. 18, 2021 -
Courtesy of NBCUniversal Television and Streaming
NBCU's 'Chucky' brings scare tactics to social media, NY Comic Con
Fans can engage the killer doll through a staring contest on TikTok and Instagram Reels, as well as a custom AR effect called "Where's Chucky?"
By Asa Hiken • Oct. 14, 2021 -
Courtesy of Popeyes
Popeyes heats up Megan Thee Stallion collab with merch drops, new chicken sandwich
A partnership with the hip-hop star, who is now a franchise owner, spotlights a sauce inspired by her sassy personality and an Easter egg-loaded video.
By Peter Adams • Oct. 14, 2021 -
Retrieved from Tide on April 01, 2021
What's next for sustainability in marketing following a year of surprising resilience?
Corporate pledges are increasingly being complemented by more direct ad campaigns as companies like P&G and PepsiCo prioritize the issue.
By Peter Adams • Oct. 14, 2021 -
Courtesy of The North Face
The North Face marks 55 years with crowdsourced archive of exploration
"It's More Than A Jacket" will include programs at the San Francisco Museum of Modern Art and leads the outdoor apparel brand's holiday efforts.
By Natalie Black (Koltun) • Oct. 13, 2021 -
Permission granted by Heinz
Heinz dresses up ketchup as 'Tomato Blood' for Halloween effort hawking costume kits
The push, which includes a pop-up and e-commerce site, recognizes that DIY costumes may be more common as retailers deal with supply chain shortages.
By Peter Adams • Oct. 12, 2021 -
Megan Rapinoe appeared in an ad Subway uploaded to YouTube on July 21, 2021.
Deep DiveCan QSRs meet marketing's new imperatives without alienating franchisees?
National brand building is often in conflict with the needs of local operators — a dichotomy that has only become more apparent in the past 18 months.
By Chris Kelly • Oct. 12, 2021 -
Courtesy of Shutterfly
ColumnCampaign Trail: Shutterfly preserves life's chaotic moments in biggest effort to date
Teeing up near the holidays, "Make it a Thing" aims to amplify the personalization website's shifting focus from what people create to why.
By Natalie Black (Koltun) • Oct. 8, 2021 -
Courtesy of General Mills
General Mills takes football tailgating virtual with interactive 'homegate' experience
Created with retailer Meijer and e-commerce firm Obsess, the portal includes recipe videos, quizzes and the ability to shop the marketer's brands.
By Peter Adams • Oct. 6, 2021 -
Courtesy of Johnnie Walker
Johnnie Walker distills confidence into campaign urging a return to bars
The latest iteration of the brand's "Keep Walking" effort will be supported by local change-makers and billboards in cultural hotspots around the world.
By Asa Hiken • Oct. 5, 2021 -
Courtesy of D-ID
Mondelez uses AI to animate family photos for Vietnamese holiday
With Publicis and Digitas Vietnam, the CPG marketer lets consumers bring static photographs of old memories to life around an important holiday.
By Chris Kelly • Oct. 5, 2021 -
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 -
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
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