On and Elmo encourage a softer approach to running

The athletic brand’s campaign takes a gentle approach to sports, in contrast to Nike’s recent focus on the costs of winning.

By Aaron Baar • Feb. 18, 2025

Chili’s rides with NASCAR, Lifetime to push margaritas with music, TV

Two very different campaigns look to broaden the company’s consumer base in an effort to continue its wave of success.

By Sara Karlovitch • Feb. 13, 2025

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

How CeraVe’s latest culture-hacking campaign brings ‘medutainment’ to ‘SNL’

The L’Oréal skincare brand is returning to its influencer-heavy Super Bowl marketing playbook from last year to boost a new anti-dandruff product.

By Chris Kelly • Feb. 13, 2025

DoorDash suggests a ‘Threesome’ in racy Valentine’s Day ads

The delivery platform is offering special “spicy” bundles for the holiday that feature its first partnership with an intimate wellness company.

By Peter Adams • Feb. 12, 2025

Califia Farms drops purpose-driven ‘Green Album’ to boost plants, people

The plant-based beverage brand teamed with actor Chris O’Dowd for a collection of positive affirmations and its latest campaign.

By Chris Kelly • Feb. 12, 2025

Welch’s CMO on shaking off staid marketing, embracing experiential

Scott Utke, who says Welch’s previously underspent on marketing, has led an ambitious rebrand and is in the midst of retooling its agency roster. 

By Peter Adams • Feb. 12, 2025

Adidas tackles sports sideline pressures with ‘You Got This’ campaign

An effort launching just days after rival Nike’s splashy Super Bowl ad features star athletes and amateurs overcoming moments of self-doubt.

By Peter Adams • Feb. 11, 2025

Just did it: Women-focused Super Bowl LIX ads score as other marketers falter

Nike’s first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing.

By Peter Adams , Chris Kelly • Feb. 10, 2025

Super Bowl LIX: Analyzing the game’s advertising and engagement data

The big game's ads, broken down by key stats reflecting cost, reach, performance and more.

By Sara Karlovitch • Feb. 10, 2025

Coke rolls out an ice cream truck to boost new orange cream flavor

Soundtracked by Mariah Carey’s “Fantasy,” ads for the latest launch tap into childhood nostalgia.

By Chris Kelly • Feb. 10, 2025

Post-game huddle: What I learned from advertising’s big game

Chief Creative Officer of PepsiCo Foods US shares some thoughts for the morning after Super Bowl.

By Chris Bellinger, Chief Creative Officer - PepsiCo Foods US • Feb. 10, 2025

Coors Light and Peloton help Super Bowl fans sweat away sluggishness

The Molson Coors brand has been slowly building up to its Super Bowl campaign since mid-January.

By Sara Karlovitch • Feb. 7, 2025

Campaign Trail: Coca-Cola travels across decades to tell a family story

Led by agency Majority, the “Westside’s Finest” campaign captures how the marketer’s portfolio and the world have evolved over the years.

By Chris Kelly • Feb. 7, 2025

Häagen-Dazs’ ‘Fast & Furious’ Super Bowl debut scores with star wattage

Winning Super Bowl campaigns usually revolve around strong storytelling, distinctive brand assets, a sense of humor and pop culture references.

By Peter Adams • Feb. 6, 2025

NYX teams with DraftKings for Super Bowl LIX predictions game

Consumers can predict which pop-culture moments may happen during the game for the chance to win a share of $60,000 in prizes.

By Jessica Hammers • Feb. 6, 2025

As Super Bowl’s cultural cachet grows, brands look beyond in-game ads

Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.

By Chris Kelly • Feb. 6, 2025

Starbucks says ‘Hello Again’ by advertising around the Super Bowl

A new spot and a free coffee promotion on the Monday after the big game are part of the chain’s marketing-powered turnaround plan.

By Chris Kelly • Feb. 5, 2025

Bliss takes on ‘Sephora kids’ in a bid for elder millennials, Gen X

The skincare brand is attempting to reconnect with its core audience through a tie-up with comedian Iliza Shlesinger for a video spot and skincare kit.

By Jessica Hammers • Feb. 4, 2025

Heinz teams with hip-hop hitmaker Mustard for new product, campaign

The marketer launched the culturally minded — and perhaps overdue — campaign with a spot that aired during the Grammy Awards.

By Chris Kelly • Feb. 3, 2025

Inside the marketing industry trends to follow in 2025

During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.

By Marketing Dive staff • Jan. 31, 2025

Clif Bar celebrates athlete perseverance with new brand platform

The Mondelez-owned snack marketer is extending a partnership with fitness app Strava to include fresh co-branded content, events and challenges.

By Peter Adams • Jan. 31, 2025

What marketers can expect as CTV and retail media converge in 2025

Expectations are high that the two synergistic and growing channels can deliver on the promise of full-funnel, data-driven digital marketing.

By Chris Kelly • Jan. 31, 2025

Why MLS is kicking off a brand campaign around the Super Bowl

CMO Radhika Duggal detailed the strategy behind the league’s “Game On” effort starring rapper Doechii that will premiere before the big game.

By Chris Kelly • Jan. 30, 2025

How generative AI’s role will evolve in 2025 as marketers probe its utility

The fast emergence of disruptors like DeepSeek could cater to marketers’ desire for tech that produces concrete outcomes at lower costs. 

By Peter Adams • Jan. 29, 2025

How E.l.f. balances entertainment, purpose to tap into a TikTok trend

In the brand’s third collaboration with Meghan Trainor, the pop star appears as an airplane captain to showcase soft matte makeup products. 

By Chris Kelly • Jan. 28, 2025