Creative: Page 83
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Kraft Heinz, Kellogg to rev up marketing substantially in H2 as pandemic windfall continues
To retain the interest of new customers, Kraft Heinz will increase its working media dollars by 40% in H2, while Kellogg is pursuing a similar playbook.
By Peter Adams • July 31, 2020 -
Courtesy of Fresh Del Monte Produce
Q&AHow Del Monte's Elana Gold handled being named CMO during the pandemic
The first CMO for Fresh Del Monte Produce explains how the role is evolving and details the brand's first campaign under her leadership.
By Chris Kelly • July 30, 2020 -
Trendline
Influencer Marketing
Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.
By Marketing Dive staff -
Permission granted by Wix
Wix admits its ads annoy with campaign centered on outlandish viewer complaints
Shot in-house and with Wix employees, the website builder brand's latest marketing effort acts as a mea culpa to win back online haters.
By Peter Adams • Updated July 29, 2020 -
Courtesy of Honda
Honda evokes Disney memories with 'Enchanted Odyssey' digital campaign
The Odyssey minivan is popular with millennial parents, so the carmaker is targeting the group with a Pinterest microsite and custom Disney playlist for road trips.
By Robert Williams • July 29, 2020 -
Retrieved from Popsugar on July 28, 2020
Old Navy partners with Popsugar on retailer's 1st tween collection
To reflect tweens' social awareness, the gender-inclusive line has graphic T-shirts with optimistic phrases like "Make the World a Better Place" and "We're Gonna Be Alright."
By Robert Williams • July 28, 2020 -
62% of agencies will ramp up video production after readjusting to WFH demands
A report reviews how four large creative agencies pivoted to a remote workflow during the pandemic and what changes might persist.
By Dianna Christie • July 28, 2020 -
1st certified brand safety officers quickly put to the test
Graduating from the Brand Safety Institute's new certification program during a pandemic and just before racial justice protests erupted, these experts help advertisers navigate difficult waters.
By Graham Vyse • July 28, 2020 -
Retrieved from Domino's Pizza, Inc. on July 27, 2020
Domino's sets up virtual film festival rewarding fans for making home videos
While lighthearted, the concept recognizes that the pandemic may keep people cooped up for several more months, driving demand for creative outlets.
By Peter Adams • July 27, 2020 -
Courtesy of Michelob Ultra
Michelob Ultra gives NBA fans a way to virtually attend live games
A digital experience with Microsoft Teams is part of a sponsorship agreement that makes the AB InBev brand the NBA's official beer.
By Robert Williams • July 27, 2020 -
"Medical disposable masks on wooden background" by Marco Verch Professional Photographer and Speaker is licensed under CC BY 2.0
Face masks in ads viewed favorably by consumers, study says
When ads have subtle mentions of masks, 48% of viewers expressed positive sentiment toward a brand, while 33% reacted negatively and 19% had neutral or mixed feelings.
By Robert Williams • July 27, 2020 -
Retrieved from JanSport on July 09, 2020
Deep DiveBack-to-school marketing is more somber under COVID-19, but carries silver linings
Ads addressing activism, mental health and remote learning arrive in place of typically sunny seasonal fare, but they might resonate more with grounded Gen Z teens.
By Peter Adams • July 27, 2020 -
Permission granted by FedEx Office
Sponsored by FedEx OfficeWhat gets you through market challenges? Your brand.
In an uncertain market, give consumers something to be certain about.
July 27, 2020 -
Courtesy of Burger King
Burger King celebrates Christmas in July in new campaign
At a time when sales are beginning to rebound after a pandemic-related slowdown, the QSR brand is pushing two sandwiches for $5 that are enclosed in Christmas-themed wrappers.
By Dianna Christie • July 24, 2020 -
Unilever to invest heavily in marketing, brand innovation after keeping 'powder dry' amid pandemic
E-commerce sales grew 49% in the first half as labels like Knorr adjusted to pandemic trends — an indication of where the CPG giant could focus its dollars in H2.
By Peter Adams • July 23, 2020 -
Courtesy of HP
HP eyes WFH creatives with 1st global campaign for Z computers
A cross-channel effort targets designers and architects with behind-the-scenes videos, digital magazine, social activations and new "Rightbrainers" podcast.
By Dianna Christie • July 23, 2020 -
Retrieved from American Eagle Outfitters on July 22, 2020
American Eagle channels TikTok culture for virtually produced back-to-school campaign
Shot entirely over Zoom, the seasonal push is spearheaded by a cast of non-professional kids as part of the brand's #AExME platform.
By Peter Adams • July 22, 2020 -
Courtesy of Wingstop Restaurants Inc.
Wingstop preps 24-hour virtual DJ party for National Chicken Wing Day
At a time when most summer festivals are canceled, the brand is tapping into the demand for live entertainment with a virtual event.
By Dianna Christie • July 22, 2020 -
Courtesy of Coca-Cola
Coca-Cola plans to boost marketing as lockdowns ease and sales drop 28%
The beverage giant's plans include eliminating "zombie brands," ramping up advertising investment and scaling e-commerce and digital efforts.
By Robert Williams • July 22, 2020 -
Retrieved from Quaker on July 22, 2020
Quaker Chewy creates online summer camp site
To create a source of entertainment for families struggling to balance work and home life this summer, the PepsiCo brand teamed with actor-singer Taye Diggs to share his favorite summer camp activities.
By Dianna Christie • July 22, 2020 -
Permission granted by Kind
Kind deploys birds, drones, hot air balloons to send out new frozen bars
"Queer Eye" star Antoni Porowski will help the health-focused brand for a product launch that leans into the surge in delivery under the pandemic.
By Peter Adams • July 21, 2020 -
Courtesy of Kia Motors America
Kia Motors gears up blockbuster-like video ad to flaunt vehicles
Hollywood-inspired "The Features Film" debuts as summer blockbusters are on hiatus due to the pandemic and suggests a return to more normal advertising.
By Dianna Christie • July 21, 2020 -
Opinion
Offensive brands are exiting stage left. What took so long?
The more valuable the brand equity, the greater the temptation to preserve longstanding labels such as Aunt Jemima, Uncle Ben's and Eskimo Pie, decade after decade, writes CBX's Gregg S. Lipman.
By Gregg S. Lipman • July 21, 2020 -
Courtesy of TNT
TNT teams with iconic NYC businesses to promote 'The Alienist'
Co-branded efforts with Delmonico's, Bergdorf Goodman, Old Forester and D.S. & Durga key into the show's setting of New York's 19th century Gilded Age.
By Dianna Christie • July 20, 2020 -
Courtesy of PepsiCo
Mtn Dew creates stimulus package to support hunting and fishing
The $100,000 Mtn Dew Outdoor Stimulus is a nod to government programs designed to help citizens and businesses stay afloat during the current economic downturn.
By Dianna Christie • July 20, 2020 -
Retrieved from NBC on July 16, 2020
NBC spoofs its own ad pitch with '30 Rock' primetime special
Instead of a virtual presentation, NBCUniversal called in its roster of talent on Thursday night to reboot the sitcom and flaunt new ad offerings.
By Chris Kelly • July 17, 2020
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