Lunchables' back-to-school hotline teaches personal safety

A choose-your-own-adventure audio experience from the Oscar Mayer brand shares tips for washing hands, wearing face masks and social distancing.

By Robert Williams • Aug. 27, 2020

Olay extends STEM-focused mission in Women's Equality Day campaign

A new video and print ads feature four women who deliver messages about the industry's gender gap that are coded within scientific formulas.

By Natalie Black (Koltun) • Aug. 26, 2020

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Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

Lowe's hits the runway with fashion show streams, curated home decor

The New York Fashion Week tie-in suggests how new Lowe's CMO Marisa Thalberg might boost the brand's lifestyle positioning, a strategy she also applied during her Taco Bell tenure. 

By Robert Williams • Aug. 26, 2020

KFC drops 'Finger Lickin'' slogan around the globe as hygiene concerns persist

Deeming the 64-year-old catchphrase inappropriate during the pandemic, the brand is expanding a pause as part of its first global campaign.

By Peter Adams • Aug. 25, 2020

Pepsi delivers 'Tailgate in a Box' to football fans hankering for game day experience

In an effort catering to stir-crazed football fans, the brand paved a couple's front yard to resemble a parking lot decked out in New York Jets paraphernalia.

By Peter Adams • Aug. 24, 2020

Disney, Hilton, Southwest Airlines target travel planners on Pinterest

Brands have tended to promote trips that are mindful of health and safety recommendations during the pandemic rather than touting travel deals.

By Robert Williams • Aug. 24, 2020

KitchenAid profiles women's struggles, triumphs in restaurant industry with Hulu documentary

Directed by an Oscar-winning filmmaker, "A Woman's Place" debuts ahead of Women's Equality Day and features no product shots of the Whirlpool brand.

By Peter Adams • Aug. 24, 2020

Rice Krispies' personalized packaging looks to spread love as kids face uncertain school year

The Kellogg brand has expanded an old concept to recognize that most kids will experience additional anxieties related to the coronavirus pandemic.

By Dianna Christie • Aug. 21, 2020

Bumble Bee Seafoods pushes consumers to rethink tuna in major refresh

The company has seen sales jump and a younger audience come to the category during the pandemic, spurring a big advertising push. 

By Dianna Christie • Aug. 20, 2020

Upstart PeaTos escalates Frito-Lay rivalry amid pandemic snacking boom

Promoting itself as "junk food without the junk," the pea-based snack takes aim at competitors like Cheetos in a provocative effort titled "Hey Chester..."

By Dianna Christie • Aug. 20, 2020

Untuckit responds to skeptical tweets in ads designed to convert new customers

The good-natured approach to social-media criticism conveys that the brand takes feedback in stride and doesn't take itself too seriously.

By Graham Vyse • Aug. 19, 2020

Stella Artois brings five-star hotel service to homebodies

Perks include doorside contactless check-in and experiences guided by celebrities, including personalized wakeup calls from Liev Schreiber.

By Dianna Christie • Aug. 19, 2020

Popeyes looks to end year early with Times Square countdown celebrating chicken sandwich

As the mega-popular menu item celebrates its one-year anniversary, the brand is hosting a mock New Year's Eve event in August.  

By Dianna Christie • Aug. 19, 2020

Pepsi champions football fans stuck at home as sports marketing shifts focus

VP of Marketing Todd Kaplan dished on a new NFL platform that centers on how people are continuing to express their passion for the sport despite pandemic limitations. 

By Peter Adams • Aug. 18, 2020

Corona taps Snoop Dogg for first campaign unifying family of brands

With "La Vida Más Fina," the beverage marketer steps back into the spotlight after facing backlash for its name's close resemblance to the novel coronavirus.

By Dianna Christie • Aug. 18, 2020

Accenture buys CreativeDrive to expand output of content for brands

CreativeDrive has a network of on-premise studios and proprietary tech to help marketers automate production — a service in high demand amid pandemic-related disruptions. 

By Robert Williams • Aug. 17, 2020

Keebler brings the brand into the real world in far-reaching refresh

It features the cartoon realm of Ernie the Elf, shots of real families enjoying the treats together and a beta test of shoppable Hulu ads through a Walmart deal.

By Graham Vyse • Aug. 17, 2020

Good Humor enlists The RZA to address ice cream truck jingle's problematic past

Working with the legendary Wu-Tang Clan co-founder, the Unilever ice cream brand crafted a modern replacement for "Turkey in the Straw."

By Dianna Christie • Aug. 17, 2020

Clorox touts odor-fighting cat litter with The Try Guys YouTube deal

A new campaign for Fresh Step comes as the CPG giant ramps up its creator strategy by assembling an influencer advisory council.

By Dianna Christie • Aug. 17, 2020

Bodyarmor teams with US Tennis Association ahead of Open this month

In a potentially big year for the tennis championship's TV viewership, the beverage brand looks to reach a wide audience of sports-starved fans at home.

By Dianna Christie • Aug. 14, 2020

HBO Max shares Pinterest recipes to promote Selena Gomez quarantine cooking show

HBO Max is among the first brands to use a new Story Pins format that supports multi-page storytelling with images, videos, lists and text.

By Dianna Christie • Aug. 14, 2020

Campaign Trail: Adobe illustrates how constraints can foster creativity with virtual film festival

Indie filmmakers were given just five days to use only Adobe Stock footage and the company's video editing tools, resulting in 13 creative and unbranded films.

By Natalie Black (Koltun) • Aug. 14, 2020

Retailers' back-to-school ads resonate by empathizing with uncertainty, study finds

Ads from Kohl's, Walmart and others address uncertain times with upbeat messages during a markedly different back-to-school season.

By Dianna Christie • Aug. 13, 2020

Planters debuts Peanut Jr. with Twitter challenge celebrating quarantine birthdays

Baby Nut, the reincarnation of Mr. Peanut, has rapidly aged into a 21-year-old Gen Zer who is looking to make followers' birthday wishes come true.

By Robert Williams • Aug. 12, 2020

Sour Patch Kids picks NYC for first retail store

The strategy is reminiscent of pre-pandemic days, when in-person experiential retail was a focus for big brands looking to engage consumers across channels.

By Dianna Christie • Aug. 12, 2020