Toyota, Hyundai pivot to ads sharing optimistic message

Following Ford, the carmakers cut their respective campaigns around spring sales events to run supportive messaging during the pandemic.

By Dianna Christie , Natalie Black (Koltun) • March 23, 2020

Why brands are doubling down on hip-hop talent

Marketers are more deeply integrating rappers into campaigns to target wider audiences, providing a way forward after the current pandemic subsides.

By Chris Kelly • March 23, 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: Fanta satirizes cinematic sports clips in 'idiot influencer' ads

A 90-second hero spot and OOH placements from the soda brand feature real-life internet personalities goofing off to emphasize the importance of play.

By Natalie Black (Koltun) • March 20, 2020

Gartner: CMOs must shift strategies amid coronavirus threat

The uncertain and rapidly evolving situation brings greater risks, but also creates opportunities to build customer loyalty.

By Robert Williams • March 19, 2020

Hyundai celebrates boundary-pushing Gen Z, millennials in new Elantra campaign

The ads play up the car's performance and tech features while showcasing how younger generations like to challenge the norm.

By Dianna Christie • March 19, 2020

Ad Council teams with government, media networks on coronavirus PSAs

Viacom and the nonprofit developed #AloneTogether, a social media campaign that encourages people to stay home with live takeovers from celebrity talent, a TikTok challenge and YouTube livestream.

By Dianna Christie • March 18, 2020

Your brand's real offering to Gen Z is community

Brands that prioritize community-building will win over the young demographic that wants to connect through shared values, writes DoSomething Strategic's Mary Noel.

By Mary Noel • March 18, 2020

Ford shifts marketing focus to coronavirus relief program

The automaker is extending its Ford Credit service for federal and local disaster relief to include those affected by the pandemic.

By Peter Adams • March 17, 2020

Only 12% of marketers say content programs reach the right audience, study finds

Digital content could play a larger role for some marketers as trade shows and other events are canceled in response to the novel coronavirus.

By Dianna Christie • March 17, 2020

Pepsi highlights Wild Cherry, Vanilla flavors with TV, Giphy campaign

An extension of Pepsi's "That's What I Like" platform, the effort focuses on products created after fans called for separating Cherry Vanilla into two flavors.

By Dianna Christie • March 16, 2020

Benjamin Moore amplifies emotional impact of paint in 'See the Love' spots

With more people looking for painting experts, the new positivity-focused effort celebrates craftspeople and their love for their work.

By Dianna Christie • March 16, 2020

How brands are taking extra precaution to avoid coronavirus insensitivities

Campaigns are getting dropped for fear of associating with the virus, but an overreaction also has its downsides.

By Peter Adams • March 16, 2020

American Kennel Club launches 1st national digital campaign

Humorous ads intend to make the organization more relatable and are running across OTT, digital, social media, print, audio and streaming.

By Dianna Christie • March 13, 2020

KFC pulls 'finger lickin' ads in UK amid coronavirus concerns

The brand follows Hershey's and Coors in pausing a campaign that may be perceived as insensitive or ill-timed around the pandemic.

By Dianna Christie • March 13, 2020

Chips Ahoy brings back mascot after 6 years to promote mashup flavors

The animated icon was described as a "loveable optimist" that will appear in collaborations with content creators and on social media. 

By Dianna Christie • March 12, 2020

Hershey, Coors pull ads to avoid coronavirus insensitivities

The former focused on handshakes and hugs, while the latter was gearing up for March Madness with a spot titled the "Official Beer of 'Working' Remotely."

By Peter Adams • March 11, 2020

ANA: Advertisers extend time to pay agencies for marketing services

Payment terms for ad agencies lengthened 27% to an average 58 days as companies seek ways to squeeze cash flow from operations.

By Robert Williams • March 11, 2020

Acura cancels March Madness push featuring real-time ad edits

The carmaker had planned to extend its "Less Talk, More Drive" brand platform with humor, updating ad creative based on game outcomes.

By Dianna Christie • Updated March 17, 2020

Poise and Busy Phillips speak frankly about bladder leakage in new campaign

The brand is tapping into women's desires for more open conversations about body issues that come with giving birth and aging.

By Dianna Christie • March 11, 2020

Method spurs higher CTR with Reddit's new 'trend takeover' ads

With the new format, the S.C. Johnson brand of eco-friendly cleaning products saw completion rates four times higher than that of a promoted post.

By Robert Williams • March 10, 2020

Taco Bell taps TikTok's vertical video format for TV ad

The effort marks the first time TikTok has partnered with a brand on a national advertising campaign and references trends on the app, like "eboys."

By Peter Adams • March 10, 2020

Wingstop pays fans to be walking billboards

The fast-food joint is transferring its OOH budget to loyal fans, giving Instagrammers who wear special branded merchandise $10 via Venmo.

By Dianna Christie • March 10, 2020

Kool-Aid Man goes missing in new campaign

Fans are invited to help solve the mystery of the missing mascot in an effort to build excitement around the unveiling of a new flavor.

By Dianna Christie • March 10, 2020

SXSW cancels conference on coronavirus fears

The cancelation is another sign of how the virus and associated illness are disrupting event sponsorships, conferences, exhibitions and experiential marketing efforts.

By Robert Williams • March 9, 2020

AI rejected by a growing number of marketers, study says

One reason marketers are moving slowly to embrace AI could be that there is no central authority within organizations to oversee the tech.

By Dianna Christie • March 9, 2020