American Standard wants people to flush 2020 away with toilet paper giveaway

A survey commissioned by the fixtures maker found — along with COVID-19 — consumers want to leave behind the expression "new normal," "virtual everything" and canceled vacations.

By Robert Williams • Dec. 10, 2020

Coors Light builds a 'Beerman' who's ready to chill during the holidays

The disheveled snowman, who performs a rendition of Boston's "More Than a Feeling" in an ad, is the "holiday hero we need in 2020," the brand claims.

By Robert Williams • Dec. 10, 2020

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

Cheez-It recreates college football experience with animatronic cheese wheels

Custom avatars have the chance to appear as a "Wheel Live Fan" in the end zones during the Kellogg brand's namesake bowl game.

By Peter Adams • Dec. 9, 2020

Haribo makes adults sound like kids with Instagram AR lens

As consumers increase their candy purchases during the holiday season, the brand is giving Instagram users a chance to win a year's supply of free sweets.

By Robert Williams • Dec. 9, 2020

Stella Artois lifts curtain on private Broadway performance contest

Fans can win a livestreamed performance of songs from the musical "Jagged Little Pill" as the pandemic keeps New York City's theaters closed.

By Robert Williams • Dec. 9, 2020

Unilever scoops up 'Office' star Angela Kinsey to swap bad gifts for ice cream deliveries

An online "Ice Cream Exchange" doles out deals for brands including Talenti and Magnum through popular delivery apps and retailers.

By Chris Kelly • Dec. 9, 2020

Marketer of the Year: Unilever

Amid historic challenges, the marketer of brands like Dove and Ben & Jerry's continually met the moment with resonant messaging while advancing its business in critical areas like e-commerce.

By Peter Adams • Dec. 9, 2020

Campaign of the Year: Procter & Gamble's 'The Choice'

A sparse ad directly addressing systemic racism punctuated the CPG marketer's history of purpose-driven initiatives.

By Natalie Black (Koltun) • Dec. 9, 2020

Executive of the Year: Marisa Thalberg, Lowe's

Stepping up as CMO of Lowe's in February, Thalberg has not only shepherded the retailer through an unprecedented crisis, but also broadened the brand's ambitions despite pandemic hurdles.

By Peter Adams • Dec. 9, 2020

Mobile Marketer of the Year: Chipotle

The QSR could exceed $2.5 billion in digital sales this year, largely on the strength of mobile marketing initiatives it began before the pandemic.

By Chris Kelly • Dec. 9, 2020

Activist Brand of the Year: Ben & Jerry's

As others scrambled to respond to the movement for racial justice, the Unilever ice cream brand built on years of advocacy to go above and beyond.

By Chris Kelly • Dec. 9, 2020

The Marketing Dive Awards for 2020

From Chipotle to Procter & Gamble, these are the companies and executives that epitomized leadership in crisis this year.

By Marketing Dive Team • Dec. 9, 2020

Ikea halts production of catalog after 70 years

The move is part of an ongoing effort from the Swedish furniture retailer to focus on its digital channels.

By Caroline Jansen • Dec. 8, 2020

Planters mascot reaches middle age amid e-commerce push

The Kraft Heinz brand has almost come full circle with the evolution of its mascot, which was relaunched as Baby Nut in the lead-up to the Super Bowl.

By Robert Williams • Dec. 8, 2020

Bubly uplifts LBGTQ+ elders with drag performances, original song

Extending LGBTQ-focused efforts beyond Pride Month may help the PepsiCo sparkling water brand avoid claims of pinkwashing.

By Chris Kelly • Dec. 8, 2020

Caution, connection and comfort: A 2020 holiday trifecta

As brands engage with consumers this year, it's imperative they find useful ways to foster connection, alleviate stress and enhance experiences, writes Connelly Partners' Hillary Williams.

By Hillary Williams • Dec. 8, 2020

KFC gets steamy with Lifetime movie starring Mario Lopez as Col. Sanders

"A Recipe For Seduction" ties to a promotion with Uber Eats, as the marketer looks to link an ambitious original content play with commerce.

By Peter Adams • Dec. 7, 2020

Bon Viv taps Priyanka Chopra Jonas for holiday kits of PJs, cocktails

As the pandemic continues, brands are releasing kits to comfort consumers sheltering at home.

By Tatiana Walk-Morris • Dec. 7, 2020

Babybel cheese unveils personalized onesies 9 months into pandemic

Anticipating a surge in births as the pandemic extends past the nine-month mark, the brand lets fans customize the logo with their baby's name.

By Aaron Baar • Dec. 7, 2020

Pandora's multichannel holiday push reaches across NBA and 'Elf'

Featuring musician Sia, the "Holiday Hits Different" campaign includes TV, out-of-home and digital ads.

By Robert Williams • Dec. 7, 2020

Heartfelt, wholesome emotions dominate 2020 holiday ads, study finds

Brands are ramping up familiar tones in their seasonal spots as they look to connect emotionally with consumers at the end of a tough year.

By Aaron Baar • Dec. 4, 2020

Campaign Trail: Pringles accentuates distinct design in celebratory holiday spots

Four 10-second videos put the brand's chips and iconic tubular packaging front and center, arriving as it refreshes its logo for the first time in 20 years.

By Natalie Black (Koltun) • Dec. 4, 2020

Campbell's Soup pushes to save snow days from virtual classes

The effort comes as some schools have deemed snow days unnecessary when kids are staying home and logging into virtual classes due to the pandemic.

By Robert Williams • Dec. 4, 2020

Pepsi releases spa kits to ease consumer stress at home

Other brands have tried to calm consumers during the COVID-19 pandemic and 2020 presidential election cycle.

By Tatiana Walk-Morris • Dec. 3, 2020

Oreo duets with Lady Gaga on feel-good 'Chromatica' tie-up

Pink-and-green cookies and a website that transforms users' messages into a shareable song are themed around the singer's latest album.

By Aaron Baar • Dec. 3, 2020