Gap wraps up 2020 with hopeful holiday campaign

The seasonal effort debuts earlier than ever and delivers an upbeat tone as a gift for consumers during a difficult year, CMO Mary Alderete said. 

By Natalie Black (Koltun) • Oct. 20, 2020

KitKat gives its slogan a break for its 85th anniversary

To give fans a "break" from pandemic-related stresses, the creator of the best temporary slogan will receive an 85-hour stay for two at a luxury hotel.

By Tatiana Walk-Morris • Oct. 20, 2020

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Top 5 stories from Marketing Dive

From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.

By Marketing Dive staff

Bruce Willis reprises 'Die Hard' role in Advance Auto Parts ads pushing DieHard batteries

Faithfully recreating a famous movie for advertising purposes recently paid out for Jeep, which was broadly viewed to have one of the best Super Bowl spots.

By Peter Adams • Oct. 19, 2020

Don Julio honors founder, bartenders in largest campaign to date

The Diageo liquor brand is among other companies donating to charities supporting workers and others upended by the COVID-19 pandemic.

By Tatiana Walk-Morris • Oct. 19, 2020

Devour's 'Cheat Day' YouTube series digs into pro athletes' downtime fun

After previously provocative efforts, the Kraft Heinz brand seeks to reach young consumers without risking the backlash recently faced by its parent company.

By Tatiana Walk-Morris • Oct. 14, 2020

SheaMoisture showcases Black female artists in purpose-driven spot

Amid the global movement for racial and gender equality, the Unilever brand pledges proceeds from every product sold to invest in businesses owned by Black women.

By Aaron Baar • Oct. 14, 2020

Despite pandemic, Hilton launches new global campaign with a toast to travel

Americans are itching to get back to leisure travel and creating new memories, per the chain's research, but it remains unclear how ready they really are.

By Aaron Baar • Oct. 13, 2020

Is the ad world's push for racial justice a moment or a movement?

Four months after George Floyd's death, the ongoing need for brands and agencies to ensure diversity in their organizations and campaigns was addressed by several panels during Advertising Week.

By Chris Kelly • Oct. 13, 2020

Trolli debuts video game to win over young consumers

Hidden on a secret website, the Ferrara brand's "Deliciously Dark Escape" can be accessed by scanning QR codes on special packages of the gummy candy.

By Tatiana Walk-Morris • Oct. 12, 2020

Honda leans into 'rewilding' trend with John Cena as its voice

Amid increased interest in the outdoors during the pandemic, the carmaker taps a talent known for "toughness and strength" to demonstrate its ruggedness.

By Aaron Baar • Oct. 12, 2020

Pandemic forces Halloween candy makers to get creative to protect $5B in sales

Mars Wrigley, Hershey and Ferrero, which prepare years in advance for the holiday, have quickly altered their strategies on packaging, selling and marketing their sweets.

By Christopher Doering • Oct. 12, 2020

TikTok flaunts its good vibes in TV ad centered on viral 'Dreams' video

Debuting as the Justice Department appeals an injunction against a ban on new downloads of the app, the effort could reassure brands and users. 

By Peter Adams • Oct. 9, 2020

Mars partners with Disney for Halloween short film series amid altered holiday

After unveiling a virtual Halloween experience, the candy company continues to connect with homebound consumers through holiday-themed content.

By Tatiana Walk-Morris • Oct. 9, 2020

Campaign Trail: Dickies spotlights DIY spirit and its power to inspire during pandemic

A digital content effort highlights 10 artisans from around the globe and centers on championing the dignity of work during a tough year.

By Natalie Black (Koltun) • Oct. 9, 2020

PepsiCo speeds up shift toward streaming, digital as holidays loom

With the pandemic putting localization and personalization in the spotlight, the marketer sees digital as better-suited to deliver the goods than traditional media, executives said at Advertising Week.

By Peter Adams • Oct. 9, 2020

MolsonCoors makes environmental case for Coors Seltzer launch

While the marketing for some hard seltzer brands takes a lighthearted approach, MolsonCoors is banking on younger consumers' affinity for activism.

By Aaron Baar • Oct. 8, 2020

How Honda and Nestlé make authentic connections through esports

Brands and their partners, including leading forces Team Liquid and Riot Games, detailed the evolving opportunities in the billion-dollar business at Advertising Week.

By Chris Kelly • Oct. 8, 2020

Wells Fargo cracked empowerment formula as advertising heated up in Q3, analysis finds

Typically a quiet period, Q3 was busier this year as many brands played catch-up after keeping their powder dry in the early days of the pandemic.

By Tatiana Walk-Morris • Oct. 8, 2020

Budweiser embraces 'Bones & Bud' meme with life-size beer pillow

Internet memes can be powerful ways for brands to boost their exposure on social media, especially if they act quickly.

By Robert Williams • Oct. 8, 2020

Social listening enabled Kroger's speedy pandemic marketing response

Focusing on the channel helped America's largest grocery chain develop a three-pronged playbook that's kept it reactive to continued volatility, executives said during Advertising Week.

By Peter Adams • Oct. 7, 2020

P&G's pledge for social change embraces 'progress, not perfection'

In the wake of the pandemic and protests sparked by racial injustice, the bar is higher for purpose-driven marketing to have the same impact as years past, panelists said during Advertising Week.

By Natalie Black (Koltun) • Oct. 7, 2020

Top Ramen gets in on fake C-suite job trend with Chief Noodle Officer search

Working with a "Top Chef" star, Nissin Foods will award one winner $10,000, a 50-year supply of ramen and a mentorship with its president and CEO.

By Tatiana Walk-Morris and Chris Kelly • Oct. 7, 2020

Secret provides direct assistance to support women affected by COVID-19

As the pandemic sets back gender equality, the P&G brand teamed with WNBA players for a social media effort and TV spot during the league's finals.

By Tatiana Walk-Morris and Chris Kelly • Oct. 6, 2020

Kraft pulls provocative 'send noods' ads after drawing ire online

While some backlash came from average moms concerned around sexual content appearing near children, QAnon conspiracy theorists also quickly latched onto the outcry. 

By Peter Adams • Updated Oct. 14, 2020

Frosted Mini-Wheats fights pandemic boredom with 'Morning Craze' board game

Amid higher demand for board games during the pandemic, the Kellogg brand can boost membership for its loyalty program.

By Robert Williams • Oct. 6, 2020