ADT taps user-generated videos for TV, social media push

The home security firm explores how to quickly make an ad when production studios are closed.

By Dianna Christie • April 15, 2020

Pebbles cereal launches social media video series to support kids, creators

The "Daily Yabba Dabba Doo" series showcases at-home activities for kids that can be done with minimal adult supervision. 

By Robert Williams • April 15, 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

Target sponsors Disney's new Friday Night Movie series

ESPN personalities will host trivia over video conferences from their homes in Disney's new ad units.

By Dianna Christie • April 14, 2020

Why CPG marketers can't afford to go dark despite coronavirus risks

Sales for the category remain strong, but marketers must rethink their strategies now to sustain momentum through a recession and adjust to altered shopper habits.

By Peter Adams • April 14, 2020

Verizon, Honda, Anheuser-Busch have most empowering COVID-19 ads, study says

Among the spots reviewed, 73% had measurable impact around empowerment. Pre-pandemic, just 12.5% of ads typically achieved any empowerment score.

By Dianna Christie • April 14, 2020

Frito-Lay's internally produced ad highlights virus response efforts

The 60-second spot reflects data indicating consumers are more responsive to ads from brands that show how they are taking action during the pandemic.

By Dianna Christie • April 13, 2020

Chipotle's CMO on how the brand quickly pivoted in response to coronavirus

Chris Brandt explains how the QSR changed its entire marketing plan in the past month, leading it to enlist Zoom and support healthcare workers.

By Chris Kelly • April 13, 2020

Burger King encourages people to be heroes by staying home

"Stay Home of the Whopper" salutes healthcare workers while pushing free delivery for housebound consumers.

By Dianna Christie • April 9, 2020

Campaign Trail: Trade Coffee's remotely produced ad embodies creativity in crisis

A new 30-second spot mirrors how stir-crazy consumers are heading online to socialize while social distancing, and shows how brands can navigate the uncharted waters of building assets at home.

By Natalie Black (Koltun) • April 9, 2020

Toyota ad celebrates 'Modern Family' finale and 11 seasons of brand integrations

The 30-second ad was supposed to be live action but was animated instead as Toyota's production shoots are shut down during the pandemic.

By Dianna Christie • April 9, 2020

Pepsi sponsors global celebrity-filled streaming special for COVID-19 relief

The company will donate marketing expertise and resources, including reallocating paid media and leveraging its agencies, for the April 18 event.

By Dianna Christie • April 7, 2020

ANA: Marketers rise to meet coronavirus production challenges, prefer in-house work

Just 39% of marketers said creating new assets is greatly difficult, but 46% have made substantial adjustments during the pandemic.

By Peter Adams • April 6, 2020

Shaquille O'Neal ads drive engagement for Papa John's

The NBA star's endorsement is helping the pizza chain rebuild its image and lift delivery orders following founder John Schnatter's ouster.

By Dianna Christie • April 6, 2020

Brands recalibrate to community-building during quarantine

Social distancing mandates upended in-person activations, leading brands like Chipotle to get creative with cultivating connections online. But can they sustain momentum once the pandemic subsides?

By Natalie Black (Koltun) • April 6, 2020

Cannes Lions canceled over coronavirus challenges

A full cancellation comes as major advertising firms like WPP freeze travel plans, awards submissions and other discretionary spending.

By Peter Adams • April 3, 2020

CVS, Olive Garden and Sam's Club coronavirus ads rank high in likeability

Recent ads by the brands scored by directly addressing the pandemic and communicating relevant and supportive messaging.

By Dianna Christie • April 3, 2020

Early lessons for marketers during the coronavirus pandemic

Amid the turmoil, a picture of how marketers can adapt during this crisis is coming into focus.

April 3, 2020

HSBC, DoSomething.org launch personal finance campaign starring 'Black-ish' actor

The push aims to encourage personal savings during Financial Literacy Month by enlisting social influencers and a contest.

By Dianna Christie • April 2, 2020

T-Mobile urges gratitude for 'helpers' on April Fools' Day

Brands are adjusting their approach to the annual occasion, with T-Mobile's #GiveThanksNotPranks campaign raising money for COVID-19 relief.

By Robert Williams • April 1, 2020

Gartner: 65% of CMOs are preparing for budget cuts

Executives must be agile and ready to operate on smaller budgets with a skeleton team, the research firm recommends.

By Dianna Christie • April 1, 2020

Lowe's supplies inspiration for DIY signs to thank healthcare workers

The campaign calls on consumers to share their gratitude through crafts and post photos online with the hashtag #BuildThanks.

By Dianna Christie • April 1, 2020

Consumers believe brands can lead coronavirus response, but demand practical solutions

Businesses that prioritize profits over the health and security of people during the pandemic risk damaging trust permanently, Edelman found.

By Peter Adams • March 31, 2020

Hasbro supports families staying indoors with new online resources

Bring Home the Fun website supplies useful ideas and relatable stories for parents seeking ways to keep kids occupied during coronavirus lockdowns.

By Dianna Christie • March 31, 2020

DTC coffee brand Trade brews virtual meetup in new video ad

Promoting its subscription delivery service, the spot was directed and edited remotely via video conference.

By Dianna Christie • March 31, 2020

Mitigating the damage of mega-event cancellations due to coronavirus

Despite lost time and nonrecoverable costs, marketers can alleviate major damage of cancellations through ample contingency planning and swift responses, writes Gartner's Jessica Ekholm.

By Jessica Ekholm • March 31, 2020