3 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

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

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

Volkswagen overhauls marketing after backlash from racist ad

The carmaker owned up — though no one was fired — but will likely continue to face criticism as consumers grow increasingly fed up with these kinds of failures.

By Dianna Christie • June 12, 2020

P&G debuts 'The Choice' in multimillion dollar ad push addressing racism in America

Building on prior ads like "The Talk" and "The Look," the creative asks white Americans to leverage their privilege to vote, donate and march for change.

By Peter Adams • June 11, 2020

McDonald's names global CMO after 11-month vacancy

Alistair Macrow, a 15-year veteran of the chain, will work to accelerate its pandemic recovery and build customer trust as dining areas begin to reopen.

By Dianna Christie • June 10, 2020

Dunkin' flexes advertising muscle in 1st national recruitment campaign

The chain is promoting 25,000 job openings through TV spots, digital assets, social, radio, OOH and in-store signage as the economy is hit with pandemic-related unemployment.

By Dianna Christie • June 9, 2020

51% of marketing professionals expect virtual events to stick around, survey finds

New research by The 614 Group shared exclusively with Marketing Dive examines what the marketing business experience might look like post-pandemic.

By Dianna Christie • June 8, 2020

Vita Coco pens love letter to NYC bodegas in new OOH campaign

Honoring these stores may help the brand align itself as a bodega staple, especially as it pairs its drink with breakfast sandwiches that shops in the city are known for.

By Dianna Christie • June 8, 2020

J.M. Smucker cut marketing spend 5.8% last quarter amid pandemic disruptions

The CPG giant plans to leverage renewed interest in legacy brands like Folgers in its marketing, CEO Mark Smucker said in a conference call this week.

By Robert Williams • June 5, 2020

Coca-Cola eyes streaming, real-time content production in marketing restart

The beverage giant experimented with digital activations during pandemic lockdowns, pointing to a greater focus on agility in the months ahead.

By Dianna Christie • June 5, 2020

Campaign Trail: Polaroid tries to capture human chemistry in emotive new ad

With the world slowly reemerging from the pandemic, values of connection depicted in "Forever Now" have crystallized for many consumers.

By Natalie Black (Koltun) • June 5, 2020

McDonald's names victims of police brutality, racist violence in new ad

The chain shows solidarity with Black Lives Matters in the clip and pledges to donate to the National Urban League and the NAACP.

By Dianna Christie • June 4, 2020

Forrester: CMOs must adjust as agencies shed more than 50K jobs

The cuts are expected over the next two years, sapping a source of expertise and accelerating trends like in-house agencies and gig economy options.

By Robert Williams • June 3, 2020

Nike's 'For Once, Don't Do It' ad seen as empowering, exploitative: study

While less polarizing than its ads featuring Colin Kaepernick in 2018, people didn't want to see a corporation taking advantage of George Floyd's murder and subsequent protests to sell shoes.

By Dianna Christie , Natalie Black (Koltun) • June 3, 2020

Top brands, digital media rally around Blackout Tuesday, but it could backfire

Blacking out channels in support of protests risks drowning out #BlackLivesMatter online, The Verge reported, while skepticism toward corporate track records is growing.

By Peter Adams • June 2, 2020

AB InBev supports global bar partners with localized social ads

A new social media tool by Tiger Pistol aims to help bars and restaurants turn the beverage giant's creative into local ads that drive in-store traffic.

By Dianna Christie • June 2, 2020

Product ads are top performers among non-COVID-19 spots, study finds

Consumers are feeling more emotionally connected to ads for products that can improve domestic life while spending more time at home.

By Dianna Christie • June 2, 2020

How Clorox built a DTC brand with the resources of a CPG giant

The ramping up of Clorox's direct-to-consumer capabilities reached new heights with the launch of the Objective Wellness brand in October 2019.

By Chris Kelly • June 1, 2020

Popeyes refreshes brand identity, pilots store redesign

Parent Restaurant Brands International is doubling down on the chain's growth over the past year and is expanding around the globe with a new look.

By Dianna Christie • June 1, 2020

Nike calls on America to confront racism in new video

The ad inverts the brand's classic slogan, "Just Do It," by calling on people to "For Once, Don't Do It," when it comes to pretending there isn't a problem.

By Dianna Christie • June 1, 2020

Truly Hard Seltzer celebrates Pride with OOH, social campaign

The Boston Beer Company brand looks for ways to celebrate the 50th anniversary of the NYC Pride March, which has been canceled this year.

By Dianna Christie • May 29, 2020

Dunkin' declares support for The Donut Party in nod to election year

A sweepstakes element of the campaign has been canceled "with respect to recent events," a spokesperson confirmed.

By Dianna Christie • Updated June 3, 2020

LGBTQ-inclusive marketing opens door to acceptance, P&G and GLAAD find

A study published ahead of Pride month positions the coronavirus pandemic as an opportunity to make a bigger impact on the community.

By Peter Adams • May 28, 2020

Instagram IGTV video ads arrive as part of monetization push for influencers

Several new features come as Instagram reports creators of videos on Instagram Live recently saw a 70% increase in views.

By Robert Williams • May 28, 2020

Burger King celebrates employees with customer thank yous

More than 5,000 customers left messages of gratitude to the fast food chain's workers while placing orders in the mobile app.

By Dianna Christie • May 28, 2020