Lay's 'Smiles' packaging returns as counterpoint to masked and unhappy faces

By showing the smiles of everyday people who help their communities, the rebooted campaign takes on new relevancy during the pandemic.

By Robert Williams • Sept. 14, 2020

Pepsi creates team-specific videos, contests and packaging for homebound NFL fans

Local fan traditions — some more infamous than others — are the focus of an effort addressing how showing team spirit might be different this year. 

By Tatiana Walk-Morris and Chris Kelly • Sept. 11, 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

Campaign Trail: Gap leans on brand heritage in unity-focused campaign

The first effort from new CMO Mary Alderete showcases Gap's philosophy of "American optimism" and aims to amplify voices through voter education.

By Natalie Black (Koltun) • Sept. 11, 2020

Walmart homes in on family, community in first ad push for Walmart+

Called "A Different Kind of Membership," the multichannel campaign features 22 diverse families and focuses on reclaiming precious time lost to shopping.

By Peter Adams • Sept. 11, 2020

Crown Royal enlists singers Ari Lennox, Anthony Ramos to help venues hurt by COVID-19

Proceeds from the duo's cover of iconic song "If You Want Me To Stay" will go toward uplifting businesses on the verge of shutting down.

By Tatiana Walk-Morris • Sept. 10, 2020

Sports marketing is no longer the safe bet, but bolder brands could win out

NFL season kickoff might serve as a litmus test for how the space realigns as it grapples with the dual forces of a pandemic and widespread civil unrest.

By Peter Adams • Sept. 10, 2020

Babe Wine creates candles with jockstrap, nacho and grass scents for NFL kickoff

In partnership with accessory maker Ryan Porter, the official wine sponsor of the NFL wants to re-create the smells of the game for remote football fans.

By Tatiana Walk-Morris • Sept. 9, 2020

Lowe's unites NFL fans with 'Home Team' player tie-up

Capitalizing on sports fans' enthusiasm looks different this year as the home improvement retailer's campaign focuses on communities and fans' homes.

By Natalie Black (Koltun) • Sept. 9, 2020

What's in a flagship?

A lot of retailers need to close more stores, and many are. But what about the ones meant to showcase their brands? It depends.

By Daphne Howland • Sept. 8, 2020

General Mills, Champion debut cereal-themed activewear collection

A co-branded apparel line combines nostalgia with charitable giving through a partnership with No Kid Hungry.

By Tatiana Walk-Morris • Sept. 8, 2020

Workload up for 82% of in-house creative teams, driven by demand for digital content

The pandemic has bolstered internal shops, while external agencies flounder, a report from the WFA and The Observatory International suggests.

By Peter Adams • Sept. 4, 2020

Buffalo Wild Wings sells season passes to feed and entertain NFL fans

The chain returns to experiential marketing with an effort to appeal to folks who are eager to return to normal activities and those who are staying at home.

By Tatiana Walk-Morris • Sept. 4, 2020

Droga5 cuts staff as pandemic pressures extend to consultancy-owned agencies

The layoffs, representing about 40 people, hit all departments and levels of seniority, people close to the company told Business Insider.

By Peter Adams • Sept. 3, 2020

Vita Coco sends coconut greetings in snail-mail stunt

The brand wants to break up the monotony of virtual gatherings by bundling its product, a coconut and greeting from a loved one into a tangible experience.

By Natalie Black (Koltun) • Sept. 3, 2020

HBO debuts VR event series to promote 'Lovecraft Country'

As the pandemic continues to limit in-person activations, the online gatherings integrate elements of the show and connect fans remotely via YouTube Live.

By Tatiana Walk-Morris • Sept. 3, 2020

Ben & Jerry's examines American racism in new podcast series

Produced with Vox Creative and The Who We Are Project, the effort builds on Ben & Jerry's work as "an aspiring social justice company."

By Peter Adams • Sept. 2, 2020

Miller Lite helps fans 'escape 2020' with 1975-themed rental

A groovy timeshare nods to the beer brand's founding year and suggests a restart to pre-pandemic tactics involving travel and experiential activations.

By Tatiana Walk-Morris • Sept. 2, 2020

Chobani gamifies Instagram Story in multichannel push for new yogurt

A TV spot, influencer tie-in, and audio ads on Spotify and several podcasts round out the effort to introduce Chobani Complete this week.

By Robert Williams • Sept. 1, 2020

Red Wing flips Labor Day campaign into hiring effort for unemployed Americans

Burger King and New Balance have answered the footwear's company call to share job openings this holiday weekend.

By Robert Williams • Updated Sept. 3, 2020

Coors Light turns favorite video chat backgrounds into real vacations

Fans can upload a screenshot of themselves in their "ideal video chat background" for a chance to win a trip to that location.

By Chris Kelly • Sept. 1, 2020

Neiman Marcus replaces Fall Book with digital content campaign

Customers can shop through editorial stories about product inspiration, designer collections and the season's trends via the digital experience.

By Tatiana Walk-Morris • Aug. 31, 2020

Knix tells women to 'stop trashing their periods' in new OOH, digital ad

Calling attention to the 6 billion tampons that fill landfills every year, the DTC company customized a garbage truck and had it visit New York landmarks.

By Natalie Black (Koltun) • Aug. 31, 2020

Campaign Trail: How McDonald's molds people's possessions into minimalist food ads

Static print and OOH visuals show a Big Mac and fries assembled from home goods, subtly telling Quebec residents' stories about the 270-year-old tradition of Moving Day.

By Natalie Black (Koltun) • Aug. 28, 2020

Kantar: Back-to-school advertising drops 70% on national TV

Only six retailers are advertising this year, compared with 100 in 2019, and the creative's tone has changed to highlight personal safety and logistics.

By Robert Williams • Aug. 28, 2020

How El Pollo Loco tripled digital sales in 2020 by modernizing its marketing

CEO Bernard Acoca explained how the restaurant brand revitalized its marketing after spending 98% of its media budget on TV and print just a few years ago.

By Chris Kelly • Aug. 27, 2020