Creative: Page 83
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"School is Closed sign, John Burroughs High, Burbank, California, USA" by Cory Doctorow is licensed under CC BY-SA 2.0
Back to school? Maybe
As summer rolls on, the COVID-19 pandemic promises to interfere with one of retail's most important annual shopping seasons.
By Daphne Howland • June 24, 2020 -
Courtesy of FCA
Chrysler uses parenting humor, remote filming in new Pacifica video ad
A humorous campaign may appeal to stir-crazy parents juggling many hats in lockdown, and hints at what productions will look like throughout the year.
By Dianna Christie • June 24, 2020 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
OpinionWhat's your purpose? How brands must adapt in the face of COVID-19
If brands fail to take a clear and purposeful stand, they could face harsh consumer scrutiny that places lingering effects on business, write Mark Curtis and Bill Theofilou of Accenture.
By Mark Curtis and Bill Theofilou • June 24, 2020 -
Deep DiveSome CPG brands face no easy way forward amid historic reckoning with race
Remaking Aunt Jemima or Uncle Ben, where the characters are baked into brand identity, will require heavy investments. A pandemic-related windfall could help.
By Peter Adams • June 24, 2020 -
Eskimo Pie will rebrand to be 'part of the solution on racial equality'
The near century-old ice cream bars will have a new name and change packaging by the end of 2020, parent company Dreyer's Grand Ice Cream said.
By Megan Poinski • June 23, 2020 -
Retrieved from McDonald's on June 04, 2020
McDonald's, P&G wade into 'danger zone' with Black Lives Matters ads, study says
Both brands created ads perceived by viewers as more exploitative than empowering, a challenge as marketers look to support the social justice movement.
By Dianna Christie • June 23, 2020 -
Starbucks' stumble on Black Lives Matter shows rising stakes for brands in addressing race
Initially banning employees from wearing Black Lives Matter apparel, the chain quickly reversed its position — but the damage may already have been done.
By Peter Adams • June 22, 2020 -
P&G's new video 'The Pause' addresses LGBTQ bias
Released during Pride Month, the clip urges viewers to consider how they can make a positive difference in the lives of people in the LGBTQ community.
By Dianna Christie • June 22, 2020 -
Girl Scouts debuts media brand for women
Verizon and Shutterstock are launch partners for the new CircleAround platform of content grounded in the organization's values of service, honesty, courage and respect.
By Robert Williams • June 22, 2020 -
Pandemic personas include careful optimists and remiss pessimists, study says
New research outlines four persona types that reflect how different core demographics are coping and spending in the COVID-19 era.
By Dianna Christie • June 19, 2020 -
Courtesy of Trollbäck+Company
ColumnCampaign Trail: Visual refresh positions TBS as a genre-fluid network
Agency Trollbäck+Company and the WarnerMedia channel first defined the brand's essence and created a design system to fit — starting with a deconstructed logo and revamped office space.
By Natalie Black (Koltun) • June 19, 2020 -
Samuel Adams celebrates Pride with GLAAD partnership, video series
The platform aims to show the Boston Beer Co. brand's support for Pride Month at a time when most celebrations are canceled due to the pandemic.
By Dianna Christie • June 19, 2020 -
Hilton CMO departs as hospitality giant cuts 22% of corporate workforce
Previously from Uber, Kellyn Smith Kenny is credited with helping grow Hilton's loyalty program to 100 million members.
By Peter Adams • June 18, 2020 -
"Protest against police violence in Minneapolis, Minnesota" by Lorie Shaull is licensed under CC BY-SA 2.0
WPP commits $10M to accelerate timeline for eliminating racism in advertising
Its renewed commitment to equality comes after more than 1,200 Black ad professionals wrote an open letter calling out the industry for a lack of change.
By Dianna Christie , Chantal Tode • June 18, 2020 -
Retrieved from Jones Knowles Ritchie on June 18, 2020
Heinz unifies core products with 1st master brand refresh
Since hitting shelves in the U.K. earlier in 2020, the visual identity has reached over 32 million customers and spurred an 11% average lift in sales volume.
By Dianna Christie , Natalie Black (Koltun) • June 18, 2020 -
Uncle Ben, Cream of Wheat chef and Mrs. Butterworth all under review for racist imagery
Less than 24 hours after PepsiCo announced it was discontinuing its Aunt Jemima branding, Mars, B&G Foods and Conagra Brands are taking another look at the Black faces on their products.
By Megan Poinski • June 18, 2020 -
Permission granted by Knix, Azazie; Edited by Danielle Ternes/Retail Dive
Crisis management: How two DTC brands found success in the midst of a pandemic
As much of retail struggles to survive, intimates brand Knix and bridal business Azazie have seen sales spikes amid an outbreak that has pushed more shoppers online.
By Cara Salpini • June 17, 2020 -
PepsiCo will discontinue Aunt Jemima branding
"We recognize Aunt Jemima's origins are based on a racial stereotype," Kristin Kroepfl, VP and CMO of Quaker Foods North America, said in a statement.
By Megan Poinski • June 17, 2020 -
Buffalo Wild Wings CMO who led creative revival departs after less than 2 years
Seth Freeman spearheaded innovative creative concepts, including rebranding Bone Thugs-N-Harmony, that supported a turnaround for the brand.
By Peter Adams • June 17, 2020 -
Courtesy of Jack Daniel's
Jack Daniel's celebrates Pride with drag brunch video series
The "Drag Queen Mukbang" series combines the real-world trend of drag brunches with the online fad of "mukbang" food-eating videos.
By Dianna Christie • June 17, 2020 -
Courtesy of Busch
Busch gives fans 'golden ticket' to outdoors with puzzle contest
Tapping into the jigsaw puzzle trend, the beer brand is offering a chance for a socially distant, outdoor adventure.
By Dianna Christie • June 17, 2020 -
Screenshot from presentation at Licensing Week Virtual, June 15, 2020.
How Kraft Heinz converts renewed interest into new brand experiences
Through licensing deals, the foodmaker's iconic brands are extending to merchandise and new food experiences, a company vice president told a virtual conference.
By Megan Poinski • June 16, 2020 -
Courtesy of The Macallan
The Macallan's e-commerce boutique fulfills orders from local retailers
Using Thirstie's API addresses the growing demand for online alcohol sales and same-day delivery that has become apparent during the pandemic.
By Dianna Christie • June 16, 2020 -
Mossholder, Tim. (2019). "The Image". Retrieved from Unsplash.
Deep Dive3 months in, how COVID-19 has permanently changed marketing
CMOs are already applying some hard lessons learned in the pandemic's early days to other crises, such as the current protest movement — but some of their confidence might be misplaced.
By Peter Adams • June 15, 2020 -
Retrieved from HGTV on June 12, 2020
Walmart forges deep tie-in with HGTV show about home projects under quarantine
Home goods from the big box retailer are key to "Design At Your Door," and shoppable articles featuring the products will appear on HGTV.com.
By Peter Adams • June 12, 2020
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