Creative: Page 89
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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 -
Deep Dive
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 -
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 72andSunny Amsterdam on March 19, 2020
ColumnCampaign 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 -
Courtesy of Hyundai
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 -
CDC/Alissa Eckert, MS. "covid-19 coronavirus on black background". Retrieved from https://www.cdc.gov/media/subtopic/images.htm.
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 -
Opinion
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 -
Courtesy of PepsiCo
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 -
CDC/Hannah A Bullock; Azaibi Tamin. (2019). "covid-19 coronavirus microscopic image with blue colored viral particles". Retrieved from https://www.cdc.gov/media/subtopic/images.htm.
Deep DiveHow 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 -
Retrieved from Mother London on 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 -
Courtesy of PRNewsfoto/Mondelēz International, Inc.
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 -
CDC/Alissa Eckert, MS. "covid-19 coronavirus on black background". Retrieved from https://www.cdc.gov/media/subtopic/images.htm.
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 -
Courtesy of Poise
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 -
Courtesy of Reddit
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 -
Courtesy of Taco Bell Corp.
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 -
Courtesy of Wingstop
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 -
Courtesy of Kraft Heinz
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 -
Natalie Koltun/Marketing Dive
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
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