Henkel sponsors wellness web series distributed via blockchain

Teaming with an award-winning creator on content is one way the marketer of Persil and Purex addresses pandemic-related challenges.

By Aaron Baar • Sept. 18, 2020

Burger King puts Whopper recipe on wrappers as part of 'real food' push

Following efforts centered on moldy burgers and cow farts, the QSR is trying a simple and direct approach to market its "clean food" menu.

By Robert Williams • Sept. 18, 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

Sparkling water brand Spindrift appears on upcycled hats at New York Fashion Week

With the brand showing up in Anna Sui's collection, it could fortify its sustainability bona fides — a crucial issue for young consumers.

By Peter Adams • Sept. 17, 2020

Michelob Ultra seeks 'chief exploration officer' to travel to national parks

The CEO will receive a salary and document their journey in an effort that reflects both the high unemployment rate and interest in road trips. 

By Tatiana Walk-Morris • Sept. 17, 2020

Spotify bands together music and podcasts in global multichannel campaign

"Music, Meet Podcasts" arrives as competition heats up with Amazon announcing the addition of podcasts to its streaming music offering.

By Robert Williams • Sept. 17, 2020

Miller Lite turns beer cans into antennas for watching football

As more fans stream live sports this season, the beer brand is helping them watch digital TV — without turning to illegal streaming sites it parodied on social media.

By Tatiana Walk-Morris • Sept. 15, 2020

'Got milk?' creators tap 'Black-ish' star for bilingual positive news series

By tapping "Hollywood's youngest executive producer" along with notable kidfluencers, the California Milk Processor Board seeks to engage Gen Z with timely content marketing.

By Tatiana Walk-Morris • Sept. 14, 2020

Belvedere's new brand platform ties ingredient simplicity to nature

The LVMH spirits maker is taking a product-oriented creative approach to showcase how its vodka reflects the values ingrained in its origin story.

By Natalie Black (Koltun) • Sept. 14, 2020

Lay's 'Smiles' packaging returns as counterpoint to masked and unhappy faces

By showing the smiles of everyday people who help their communities, the rebooted campaign takes on new relevancy during the pandemic.

By Robert Williams • Sept. 14, 2020

Pepsi creates team-specific videos, contests and packaging for homebound NFL fans

Local fan traditions — some more infamous than others — are the focus of an effort addressing how showing team spirit might be different this year. 

By Tatiana Walk-Morris and Chris Kelly • Sept. 11, 2020

Campaign Trail: Gap leans on brand heritage in unity-focused campaign

The first effort from new CMO Mary Alderete showcases Gap's philosophy of "American optimism" and aims to amplify voices through voter education.

By Natalie Black (Koltun) • Sept. 11, 2020

Walmart homes in on family, community in first ad push for Walmart+

Called "A Different Kind of Membership," the multichannel campaign features 22 diverse families and focuses on reclaiming precious time lost to shopping.

By Peter Adams • Sept. 11, 2020

Crown Royal enlists singers Ari Lennox, Anthony Ramos to help venues hurt by COVID-19

Proceeds from the duo's cover of iconic song "If You Want Me To Stay" will go toward uplifting businesses on the verge of shutting down.

By Tatiana Walk-Morris • Sept. 10, 2020

Sports marketing is no longer the safe bet, but bolder brands could win out

NFL season kickoff might serve as a litmus test for how the space realigns as it grapples with the dual forces of a pandemic and widespread civil unrest.

By Peter Adams • Sept. 10, 2020

Babe Wine creates candles with jockstrap, nacho and grass scents for NFL kickoff

In partnership with accessory maker Ryan Porter, the official wine sponsor of the NFL wants to re-create the smells of the game for remote football fans.

By Tatiana Walk-Morris • Sept. 9, 2020

Lowe's unites NFL fans with 'Home Team' player tie-up

Capitalizing on sports fans' enthusiasm looks different this year as the home improvement retailer's campaign focuses on communities and fans' homes.

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

What's in a flagship?

A lot of retailers need to close more stores, and many are. But what about the ones meant to showcase their brands? It depends.

By Daphne Howland • Sept. 8, 2020

General Mills, Champion debut cereal-themed activewear collection

A co-branded apparel line combines nostalgia with charitable giving through a partnership with No Kid Hungry.

By Tatiana Walk-Morris • Sept. 8, 2020

Workload up for 82% of in-house creative teams, driven by demand for digital content

The pandemic has bolstered internal shops, while external agencies flounder, a report from the WFA and The Observatory International suggests.

By Peter Adams • Sept. 4, 2020

Buffalo Wild Wings sells season passes to feed and entertain NFL fans

The chain returns to experiential marketing with an effort to appeal to folks who are eager to return to normal activities and those who are staying at home.

By Tatiana Walk-Morris • Sept. 4, 2020

Droga5 cuts staff as pandemic pressures extend to consultancy-owned agencies

The layoffs, representing about 40 people, hit all departments and levels of seniority, people close to the company told Business Insider.

By Peter Adams • Sept. 3, 2020

Vita Coco sends coconut greetings in snail-mail stunt

The brand wants to break up the monotony of virtual gatherings by bundling its product, a coconut and greeting from a loved one into a tangible experience.

By Natalie Black (Koltun) • Sept. 3, 2020

HBO debuts VR event series to promote 'Lovecraft Country'

As the pandemic continues to limit in-person activations, the online gatherings integrate elements of the show and connect fans remotely via YouTube Live.

By Tatiana Walk-Morris • Sept. 3, 2020

Ben & Jerry's examines American racism in new podcast series

Produced with Vox Creative and The Who We Are Project, the effort builds on Ben & Jerry's work as "an aspiring social justice company."

By Peter Adams • Sept. 2, 2020

Miller Lite helps fans 'escape 2020' with 1975-themed rental

A groovy timeshare nods to the beer brand's founding year and suggests a restart to pre-pandemic tactics involving travel and experiential activations.

By Tatiana Walk-Morris • Sept. 2, 2020