Creative: Page 71
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Kate Spade released a video as part of the campaign that features dancers in New York, all wearing face masks. The image was retrieved from its video on June 2, 2021.
Kate Spade tests TikTok with cheery summer campaign
New dance-driven creative ties to a hashtag challenge and aligns with the designer brand's broader push toward linking with joy.
By Natalie Black (Koltun) • June 3, 2021 -
Permission granted by Oreo
Oreo turns cookie packs into extraterrestrial peace offering ahead of congressional UFO report
A campaign plays on concepts like crop circles as social media buzz gathers around the release of declassified findings on UFOs in U.S. airspace.
By Peter Adams • June 3, 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
Mars Wrigley joins reality competition show for aspiring influencers
In development for ABC, "#Followme" includes challenges featuring M&M's, Skittles and Orbit that contestants must complete as they try to grow their social media following.
By Robert Williams • June 1, 2021 -
Retrieved from H&M on June 01, 2021
H&M develops rainbow-detecting scanner app to enable immersive Pride storytelling
A tech-focused campaign looks to step beyond surface-level signifiers to instead spotlight the personal experiences of influencers, employees and consumers.
By Peter Adams • June 1, 2021 -
Daphne Howland/Marketing Dive
Gap says marketing investments are 'supercharging' sales
Purpose-led marketing and creative partnerships have improved the health and relevance of its Gap, Old Navy and Athleta brands, CEO Sonia Syngal said.
By Chris Kelly • June 1, 2021 -
Courtesy of Sweetgreen
Sweetgreen refreshes brand identity to spotlight sustainability, focus on 'real food'
The overhaul arrives in tandem with the quick-service marketer's first athlete partnership, a national campaign starring tennis pro Naomi Osaka.
By Peter Adams • May 27, 2021 -
Courtesy of REI Co-op
REI opens content studio to support climate action, DEI efforts
Co-op Studios will produce stories across films, podcasts and editorial programs that seek to shift perceptions of the outdoor experience.
By Chris Kelly • May 27, 2021 -
Permission granted by Pepsi
Pepsi says it's better with burgers in shot across Coke's bow
A Memorial Day weekend blitz plays on the fact that none of the big three burger chains pour Pepsi products, though a significant chunk of surveyed consumers prefer the soda.
By Peter Adams • May 26, 2021 -
Courtesy of Barilla
Barilla pens rigatoni-themed 'Funkytown' parody for TikTok
The brand's debut on the video-sharing platform follows other music-oriented digital activations, including a Spotify pasta timer playlist.
By Peter Adams • May 25, 2021 -
Courtesy of Afterpay
Afterpay leverages e-commerce success and Rebel Wilson in first global campaign
The buy now, pay later brand that experienced a 112% jump in sales last year launched its first-ever U.S. TV spots, along with other multichannel creative.
By Asa Hiken • May 25, 2021 -
Courtesy of PepsiCo
Coke, Pepsi campaigns differ on reopening as anticipation grows for sunny summer
The iconic beverage brands are tapping into an eagerness to return to normal, but depicting germ-spreading activities might be a step too far.
By Peter Adams • May 25, 2021 -
Fair use
Deep DiveCeleb-backed agencies are ready for their close-ups
Shaq, Ryan Reynolds, Tony Hawk and Dwayne Johnson are putting their star power behind marketing agencies that are more than just vanity projects.
By Aaron Baar • May 24, 2021 -
Courtesy of Merrell
ColumnCampaign Trail: Merrell expands definition of hiking in spots for new crossover shoe
A tie-up with Dick's Sporting Goods aims to bring a sense of outdoor adventure to everyday places like city blocks and parks to appeal to younger consumers.
By Natalie Black (Koltun) • May 21, 2021 -
Courtesy of Planters
Planters cleans up Mr. Peanut in brand refresh ahead of sale to Hormel
New creative focuses on the nutritious benefits of peanuts and adheres to a yearlong campaign on rewarding acts of authenticity.
By Asa Hiken • May 21, 2021 -
Courtesy of IKEA
Ikea evokes vacation-inspired home renovations with Pinterest quiz
After answering three questions from a chatbot, shoppers will receive a personalized Pinterest board of design tips and product recommendations.
By Natalie Black (Koltun) • May 20, 2021 -
Courtesy of Truly Hard Seltzer
Truly Hard Seltzer's Dua Lipa campaign marks largest media spend to date
Building on the Boston Beer brand's growth, the multichannel effort pairs tactics that became mainstays during the pandemic with ones like OOH that are set to return to prominence.
By Chris Kelly • May 20, 2021 -
Courtesy of Walmart
Walmart streamlines shopping with So Yummy cooking competition
The "Unbox'd" cook-off series features influencers and shoppable recipes linked to the retailer's online grocery store.
By Asa Hiken • May 19, 2021 -
Retrieved from Haagen-Dazs on May 18, 2021
Q&AHäagen-Dazs' CMO details how a rebranding ties to the company's diversity goals
Elizabell Marquez explains how the brand is reimagining luxury for a new generation with help from screenwriter, producer and actor Lena Waithe and WPP-backed creative agency Cartwright.
By Chris Kelly • May 19, 2021 -
Permission granted by Lyft
Lyft depicts reopening learning curve in 'How to Human' ads
A new campaign shows riders en route to an overdue haircut, running late for an in-person meeting and fumbling for words when interacting with a driver for the first time in a while.
By Natalie Black (Koltun) • May 19, 2021 -
Courtesy of Venus/P&G Beauty
P&G's Gillette Venus seeks to normalize pubic hair with quirky tune
To promote a new offering, P&G seeks to break down taboos, an approach also used by DTC brand Billie, which the company tried — and failed — to acquire.
By Chris Kelly • May 18, 2021 -
Courtesy of Dunkin'
Dunkin' brings signature hues to home decor via DTC paint brand Backdrop
Amid a home remodeling boom, the QSR is introducing its first paint collection with the help of a startup favored by millennials.
By Peter Adams • May 18, 2021 -
Retrieved from L'Oréal Professional on May 17, 2021
L'Oréal shifts from product to content marketing with pro-focused series
To promote its professional line, the brand partnered with Publicis Luxe to launch an online series that focuses on the cultural impact of hairdressing.
By Chris Kelly • May 17, 2021 -
Permission granted by Coca-Cola
Coke's poetry-laden summer packaging evokes reopening
"Open for Summer" designs center on occasions like baseball games and backyard barbecues that are starting to return with more widespread vaccine distribution.
By Peter Adams • May 17, 2021 -
Permission granted by FedEx Office
Sponsored by FedEx Office3 tips for printing your marketing materials easier, faster and without stress
Ideas to get your printed materials out the door and in front of your customers.
May 17, 2021 -
Courtesy of Liquid Death
Liquid Death protects heads from zombies to promote Netflix's 'Army of the Dead'
The canned water brand will sell the wearable "No Brainer" koozie via a late-night infomercial and out-of-home elements in the movie's Las Vegas setting.
By Chris Kelly • May 17, 2021
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