Just did it: Women-focused Super Bowl LIX ads score as other marketers falter

Nike’s first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing.

By Peter Adams , Chris Kelly • Feb. 10, 2025

Super Bowl LIX: Analyzing the game’s advertising and engagement data

The big game's ads, broken down by key stats reflecting cost, reach, performance and more.

By Sara Karlovitch • Feb. 10, 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

Coke rolls out an ice cream truck to boost new orange cream flavor

Soundtracked by Mariah Carey’s “Fantasy,” ads for the latest launch tap into childhood nostalgia.

By Chris Kelly • Feb. 10, 2025

Post-game huddle: What I learned from advertising’s big game

Chief Creative Officer of PepsiCo Foods US shares some thoughts for the morning after Super Bowl.

By Chris Bellinger, Chief Creative Officer - PepsiCo Foods US • Feb. 10, 2025

Coors Light and Peloton help Super Bowl fans sweat away sluggishness

The Molson Coors brand has been slowly building up to its Super Bowl campaign since mid-January.

By Sara Karlovitch • Feb. 7, 2025

Campaign Trail: Coca-Cola travels across decades to tell a family story

Led by agency Majority, the “Westside’s Finest” campaign captures how the marketer’s portfolio and the world have evolved over the years.

By Chris Kelly • Feb. 7, 2025

Häagen-Dazs’ ‘Fast & Furious’ Super Bowl debut scores with star wattage

Winning Super Bowl campaigns usually revolve around strong storytelling, distinctive brand assets, a sense of humor and pop culture references.

By Peter Adams • Feb. 6, 2025

NYX teams with DraftKings for Super Bowl LIX predictions game

Consumers can predict which pop-culture moments may happen during the game for the chance to win a share of $60,000 in prizes.

By Jessica Deyo • Feb. 6, 2025

As Super Bowl’s cultural cachet grows, brands look beyond in-game ads

Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.

By Chris Kelly • Feb. 6, 2025

Starbucks says ‘Hello Again’ by advertising around the Super Bowl

A new spot and a free coffee promotion on the Monday after the big game are part of the chain’s marketing-powered turnaround plan.

By Chris Kelly • Feb. 5, 2025

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

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