Creative: Page 85
-
Where ad spending is thriving during COVID-19, including a few surprises
Marketers in categories like toys and prescription eyeglasses have leaned in with big budget lifts, but what does the future hold as the economy reopens?
By Shane Schick • May 27, 2020 -
United Airlines debuts cleaning protocols with Clorox to lure back flyers
Teaming with the cleaning brand and the Cleveland Clinic is designed to reshape the airline's image after photos of packed planes circulated on social media.
By Dianna Christie • May 26, 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 -
Retrieved from Budweiser on May 26, 2020
Budweiser honors healthcare workers and military heroes in new campaign
The brand, which has shown its skill in the past at delivering heart-tugging ads, debuts its latest effort as the pandemic continues to impact consumer behavior.
By Dianna Christie • May 26, 2020 -
Permission granted by PepsiCo
Q&APepsiCo Foodservice CMO on linking restaurant relief to culture amid a pandemic
Scott Finlow spoke to Marketing Dive about how the food and beverage giant's purposeful efforts have tapped into what's popular now, including John Krasinski's "Some Good News."
By Peter Adams • May 26, 2020 -
Retrieved from Walmart on May 22, 2020
Walmart flips associate's hopeful poem into new video ad
The retailer continues to spotlight employees during the pandemic as people place a higher value on how brands treat workers.
By Dianna Christie • May 22, 2020 -
Courtesy of Mazda
Mazda brings playable concept car to PlayStation, esports series
By bringing the high-tech model to "Gran Turismo Sport," Mazda is looking to get homebound folks to virtually test drive its vehicles and connect online.
By Dianna Christie • May 22, 2020 -
Courtesy of Muscle Milk
ColumnCampaign Trail: Muscle Milk flexes mental resilience under PepsiCo banner
"Own Your Strength" is the protein beverage's first effort since being acquired in 2019 and aims to connect with fitness buffs stuck at home during the pandemic.
By Natalie Black (Koltun) • May 22, 2020 -
Courtesy of Mars, Incorporated
Skittles returns to controversial colorless packaging in honor of LGBTQ Pride
The rainbow-free design drew criticism for its past pure white iteration, but a more muted gray bag could read as appropriate this year given the pandemic.
By Peter Adams • May 21, 2020 -
Courtesy of Michelob Ultra
Michelob Ultra puts Peyton Manning in 'Caddyshack' to tee up live golf match
As a sponsor of Capital One's The Match: Champions for Charity, the AB InBev brand is supporting the first televised golf event since the pandemic hit.
By Dianna Christie • May 21, 2020 -
Courtesy of Bodyarmor
Bodyarmor's new campaign may signal a return to OOH post-pandemic
This is the largest campaign by the fitness beverage, which is partially owned by Coca-Cola, and may appeal to sports-starved fans looking for empowering messages.
By Dianna Christie • May 21, 2020 -
Courtesy of General Motors
General Motors CMO says speedy pivots are new marketing norm in coronavirus era
Deborah Wahl spoke at the MMA's first virtual Impact conference about how changes made to address the pandemic could prove long-lasting, including a bigger focus on online shopping and localization.
By Peter Adams • May 21, 2020 -
75% of ANA members have diversity plans, but only 40% apply them to marketing
COVID-19 could hurt suppliers hired as part of diversity programs, as companies cut ad spend due to the crisis.
By Dianna Christie • May 20, 2020 -
Retrieved from Mastercard on May 20, 2020
Mastercard brings Priceless experiences lineup online
A library of content features everything from cooking shows to live concerts with brand ambassador Camila Cabello.
By Dianna Christie • May 20, 2020 -
Deep Dive
Coronavirus brings thorny issue of worker treatment to the marketing fore
Consumers are putting more value on brands that treat their employees well during the pandemic, but the crisis has sharply amplified labor tensions.
By Peter Adams • May 20, 2020 -
Sameness, exploitation sets in for COVID-19 ads, study says
Pandemic-related ads can still be effective, but brands must be creative in order to connect with consumers who are tiring of this messaging.
By Dianna Christie • May 19, 2020 -
Retrieved from General Mills on May 19, 2020
Chex Mix reboots branded video game from the '90s
Leaning into nostalgia and a recent uptick in gaming, the General Mills brand lets players unlock game content through codes on packaging and Instagram.
By Dianna Christie , Natalie Black (Koltun) • May 19, 2020 -
Deep Dive
Why QSRs must move past competitive sparring in the COVID-19 era
After years of hijacking each other's campaigns and snarky social media posts, marketers in the category will need to find new tones and tactics as coronavirus upends their business model.
By Chris Kelly • May 18, 2020 -
Courtesy of Lowe's
Lowe's helps 'American Idol' singers build home stages for season finale
A TV integration and social media campaign lets the brand organically connect with home owners while extending its messaging to fans of the show.
By Dianna Christie • May 18, 2020 -
M&M's crowdsources next TV spot via virtual coloring book
The commercial airing in June will weave user-generated creations together to share a message of unity.
By Dianna Christie • May 15, 2020 -
1-800-Flowers debuts social support group portal
Connection Communities is on-brand for the e-commerce retailer, as flowers are often exchanged at times of crisis to cheer people up.
By Dianna Christie • May 14, 2020 -
PepsiCo finds empathy is new imperative for marketers amid pandemic uncertainty
Research undertaken by the company found 86% of consumers agreed it's "critical" for brands to show empathy now if they want to grow loyalty.
By Peter Adams • Updated May 14, 2020 -
McDonald's will boost US marketing $100M as dining rooms reopen
It's unclear what future marketing promotions will look like, though the fast-food behemoth is likely to highlight safety precautions early on to address consumer concerns about eating in restaurants.
By Robert Williams • May 14, 2020 -
Courtesy of Bud Light
Bud Light updates vintage ads in new social distancing spots
The new "Genius" spots on YouTube and Instagram celebrate those finding creative ways to occupy themselves while staying at home.
By Dianna Christie • May 14, 2020 -
Courtesy of National Restaurant Association Educational Foundation
Tostitos sponsors livestreamed nacho showdown between Guy Fieri, Bill Murray
A star-studded Facebook Live event supporting restaurant workers also features brand partners like Uber Eats, Tito's vodka and Tyson Foods.
By Peter Adams • May 12, 2020 -
SARINYAPINNGAM via Getty Images
52% of advertisers plan to increase spending this summer, survey finds
Many advertisers are planning media just three months out as opposed to the typical six months as they await the economy's response to schools and businesses reopening.
By Dianna Christie • May 12, 2020
Previous
