Creative: Page 69
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Courtesy of Frito-Lay
Ruffles celebrates individuality on social media and in return to TV ads
Along with two commercials starring Anthony Davis, the "Own Your Ridges" campaign features fellow NBA star Jayson Tatum.
By Robert Williams • Feb. 26, 2021 -
Courtesy of RXBAR
ColumnCampaign Trail: RXBAR embodies 'no BS' philosophy in return to fitness roots
Embracing a broader definition of fitness to include nutrition and mindfulness gives legs to its "Put It All Out There" campaign, especially as some consumers feel the slog of pandemic fatigue.
By Natalie Black (Koltun) • Feb. 26, 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
M&M's revives Messages packs with integrated Spotify playlists
Each pack has a printed message and a special code that opens a complementary playlist when scanned with a smartphone camera.
By Robert Williams • Feb. 26, 2021 -
Permission granted by Pepsi
Pepsi deploys customized voice-overs to balance personalization, reach in Zero Sugar push
"Zero Sugar, Zero Compromise" leverages contextual targeting to deliver a voice-over customized for moments when men feel like they're compromising.
By Peter Adams • Feb. 25, 2021 -
Courtesy of Avocados from Mexico
Avocados From Mexico brings back 'Taco Tip Off' for March Madness return
In a sign the sports calendar is swinging back toward normal after the pandemic spurred last year's tournament cancellation, the avocado brand is teaming up with tortilla maker Mission Foods.
By Robert Williams • Feb. 24, 2021 -
Retrieved from PepsiCo on February 23, 2021
Pepsi stimulates the senses in 'Fizz to Life' film with cadre of soccer stars
A larger campaign focused on the tactile aspects of cola drinking includes TikTok duets and QR code activations.
By Peter Adams • Feb. 23, 2021 -
Courtesy of Bacardi
Bacardi extends 'Conga' remix push with first-of-its-kind Snapchat AR activation
The company is the first alcoholic beverage brand to partner with Snapchat on a lens that uses full body-tracking AR technology.
By Chris Kelly • Feb. 23, 2021 -
Courtesy of Coca-Cola
Coke taps Tyler, the Creator, for dance-focused Zero Sugar campaign
To promote a new formula for the beverage, the multichannel effort includes an "ambitious" digital and social push showing people dancing to an original song.
By Robert Williams • Feb. 23, 2021 -
Courtesy of Chevrolet
Chevrolet debuts on TikTok with artist behind viral hit 'My Truck'
The General Motors brand features its Silverado full-size pickup in the video, while the lyrics mention the carmaker's truck lineup.
By Robert Williams • Feb. 22, 2021 -
Courtesy of Molson Coors
Miller Genuine Draft shows it has 'nothing-to-hide' with brand refresh
A new look for the beer popular in the 1990s comes as the brewing industry has grown more dependent on store sales while bars limit capacity.
By Robert Williams • Feb. 18, 2021 -
Courtesy of Jameson
Jameson pays drinkers to take time off on St. Patrick's Day
As the holiday lands near the anniversary of the pandemic's onset in the U.S., the effort ties into research around consumers not using their vacation days.
By Chris Kelly • Feb. 18, 2021 -
Courtesy of Old Spice
P&G's Old Spice to open first barbershop, doubling as content studio
The barbershop will serve as a test lab to develop new products and marks a return to experiential stunts that the COVID-19 pandemic paused.
By Robert Williams • Feb. 17, 2021 -
Courtesy of Darian Jovan/Budweiser
OpinionChief meme officer: Possibly marketing's best force multiplier right now
At a time when many consumers operate on some form of smart device, companies' formal induction of a chief meme officer is long overdue, writes Hansen Technologies' Adnan Bashir.
By Adnan Bashir • Feb. 17, 2021 -
Courtesy of McDonald's
McDonald's escalates chicken sandwich wars with merch drop
A capsule collection for the new Crispy Chicken Sandwich includes a hoodie and a vinyl record with a track that will be in the chain's advertising.
By Robert Williams • Feb. 17, 2021 -
Inspire Brands gets bespoke media strategy unit within Publicis Group
A shared approach focused on digital-first, data-driven strategies could enhance efficiency for the owner of Arby's, Dunkin' and Sonic Drive-In.
By Robert Williams • Feb. 12, 2021 -
Courtesy of Jimmy John's
ColumnCampaign Trail: Jimmy John's bets on 'strong DNA' in rebrand designed for digital
To keep up with its "freaky fast" positioning, the sandwich chain needed to grow up without feeling old compared to its competitors.
By Natalie Black (Koltun) • Feb. 12, 2021 -
Courtesy of Snap
Labatt turns cases of beer into NHL arenas with Snapchat lens
Snapcodes on beer boxes unlock an AR experience that causes a virtual arena to appear, arriving as most hockey teams play without fans in attendance.
By Chris Kelly • Feb. 11, 2021 -
Courtesy of PepsiCo
Aunt Jemima rebrands as Pearl Milling Company
Instead of a picture of a Black woman, the PepsiCo brand's packaging will feature a drawing of an old-fashioned mill on the banks of a river.
By Megan Poinski • Updated Feb. 10, 2021 -
Courtesy of DoorDash
DoorDash, Shake Shack deliver Boyz II Men throwback for Valentine's Day
The "Love Delivered" campaign includes a livestreamed concert, limited-edition menu items and date-night kits to help couples set a romantic mood.
By Robert Williams • Feb. 10, 2021 -
Courtesy of Mondelez
Chips Ahoy asks fans to design sneakers for mascot Chip
As its parent company attempts to collect first-party data, the Mondelez brand partnered with sneaker customizer Dominic "The Shoe Surgeon" Ciambrone.
By Robert Williams • Feb. 10, 2021 -
Courtesy of Mitsubishi
Mitsubishi debuts latest Outlander in first vehicle launch on Amazon Live
The event signals how Amazon is expanding its platform for brand awareness campaigns to drive direct sales, rather than advertising that's aimed lower in the purchase funnel.
By Robert Williams • Feb. 9, 2021 -
Courtesy of Kraft Heinz
Philadelphia Cream Cheese offers therapy for homebound couples
Leveraging new research, the brand seeks to engage the 53% of couples that have argued over sharing dessert to help launch a single-serving product.
By Robert Williams • Feb. 9, 2021 -
Courtesy of Jeep
Deep DiveSuper Bowl LV ads highlight marketers' disconnect with reality
Advertisers strained to deliver a message with mass appeal or even to entertain — with a few notable exceptions — on what's supposed to be their biggest night.
By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Feb. 8, 2021 -
Courtesy of P&G
P&G campaign asks for greater equality in household chores
The "Come Clean to Close the Chore Gap" campaign for Dawn and Swiffer includes a 30-second spot that will air during the Super Bowl pregame show.
By Robert Williams • Feb. 5, 2021 -
Courtesy of Triller
Why brands skipped Super Bowl ads and counterprogrammed instead
More brands are finding ways to tap into interest around the big game without an in-game ad, opting for cost-effective, insightful connections over reach.
By Chris Kelly • Feb. 5, 2021
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