Creative: Page 85
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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 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
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 -
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 -
Retrieved from Procter & Gamble on June 11, 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 -
Courtesy of Vita Coco
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 -
Retrieved from J.M. Smucker Co. on June 05, 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 -
Courtesy of RSA Films
ColumnCampaign 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
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