Creative: Page 92
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Column
Comic Dive: CMO Circus
As consumer expectations rise, chief marketers are forced to juggle a growing number of tasks in 2020 like pitching leadership on winning more resources.
By John Hazard • Jan. 17, 2020 -
Opinion
Retail resolution: Watch everything Toys R Us does in 2020
The team resurrecting the legacy retailer has taken a highly unusual approach and lessons abound for marketers, writes CM Group's Jason Grunberg.
By Jason Grunberg • Jan. 17, 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 -
Heineken enlists James Bond to push non-alcoholic beer
The new campaign for Heineken 0.0 comes as many consumers cut back on alcoholic beverages in January.
By Dianna Christie • Jan. 16, 2020 -
Under Armour taps celebrity athletes for global ad campaign
The new brand platform comes as CEO Kevin Plank steps down and the SEC investigates the company.
By Dianna Christie , Daphne Howland • Jan. 15, 2020 -
M&M's rolls out red carpet for special Oscars packaging
New ads will debut during the awards ceremony, with additional customized videos on YouTube that tailor content to specific audiences after the show.
By Dianna Christie • Jan. 15, 2020 -
Oreo's Most Stuf cookies return with pop-ups, TikTok challenge
A multichannel campaign also includes a sweepstakes, OOH elements, limited-edition products and "retailtainment" activations in select stores.
By Robert Williams • Jan. 14, 2020 -
Alaska Airlines ties airfare discounts to northern lights
In its latest effort to integrate scientific data with flight discounts, the airline will cut prices based on forecasts for the aurora borealis.
By Robert Williams • Jan. 14, 2020 -
Hyundai rides with Chris Evans, John Krasinski for Super Bowl ad
The carmaker has relied on the big game for major brand pushes in 12 of the past 13 years.
By Dianna Christie • Jan. 14, 2020 -
Dunkin' turns Snoop Dogg stunt into TV spot for Beyond sandwich
The Beyond Meat ambassador is featured in a new TV ad as part of a broader campaign that includes an online pop-up shop.
By Dianna Christie • Jan. 14, 2020 -
Bud Light throws spotlight on hard seltzer as 'Dilly Dilly' era ends
The debut campaign for Bud Light Seltzer launches around the NFL playoffs with ads taking place in a new setting of Seltzer, Pennsylvania.
By Peter Adams • Jan. 10, 2020 -
Planet Fitness' 2020 spot takes the 'bullfit' out of exercise
A new ad counters the fitness industry's competitiveness and aims to appeal to people focused on their New Year's resolutions.
By Dianna Christie • Jan. 10, 2020 -
Column
Campaign Trail: Equinox finds purpose by subverting Narcissus myth
The New Year's spot appears to romanticize vanity, but its creators hope the underlying message has some muscle.
By Natalie Black (Koltun) • Jan. 10, 2020 -
P&G sponsors launch of Seneca Women's female-focused podcast network
As the number of podcasts multiplies, the network wants to ensure that women's voices are being represented.
By Dianna Christie • Jan. 10, 2020 -
Lululemon names Nike veteran 1st ever chief brand officer
Nikki Neuburger spent 14 years at the global sportswear giant and oversaw the Nike Membership division, among other things.
By Cara Salpini • Jan. 9, 2020 -
Heinz uncaps new HoneyRacha condiment as part of Super Bowl play
The sweet and spicy blend is part of a campaign that includes a 30-second in-game spot and specially marked packaging that unlocks prizes.
By Dianna Christie • Jan. 9, 2020 -
What were the most empowering, funniest and coolest video ads of 2019?
Nike, Pandora and Allstate are among the brands most successfully appealing to consumers with purpose, humor or style, according to Ace Metrix.
By Dianna Christie • Jan. 9, 2020 -
Ex-Taco Bell brand chief Marisa Thalberg lands at Lowe's
In a statement, the retailer's CEO Marvin Ellison called out Thalberg's expertise in building "culturally resonant brands."
By Peter Adams • Jan. 8, 2020 -
Mastercard adds brand melody to original pop song
The full-length single, which debuts today during a performance at CES, will appear on a "Priceless" album slated for later this year.
By Dianna Christie • Jan. 8, 2020 -
Opinion
Why USA Today's Ad Meter will get the Super Bowl wrong — again
The system is an outlier in a comparison of different Super Bowl advertiser performance metrics that also highlights the need to assess offline buzz.
By Ed Keller • Jan. 8, 2020 -
Olay's 2nd go at Super Bowl advertising looks to close game's gender gap
Procter & Gamble's skincare brand is running a spot with an all-female cast that was developed with a women-owned agency.
By Peter Adams • Jan. 7, 2020 -
Oscar Mayer seeks 'Hotdogger' brand ambassadors for national Wienermobile tour
Thousands of applicants last year point to the potential for building awareness and buzz as these brand enthusiasts discuss the job on social media.
By Dianna Christie • Jan. 7, 2020 -
VR porta-potties and smart baby tech: What's on tap at P&G's 2nd CES showcase
Charmin, Pampers and Oral-B are on the ground in Las Vegas with flashy mobile tech as part of the CPG giant's second year as an exhibitor.
By Peter Adams • Jan. 6, 2020 -
Secret's Golden Globe spot extends female empowerment theme with original music
The P&G brand builds on its "All Strength, No Sweat" campaign with a star-studded ad featuring modern women.
By Dianna Christie • Jan. 6, 2020 -
Deep Dive
7 trends that show 2020 will be a make-or-break year for marketers
Expectations are rising around everything from sustainability to data privacy, and some areas, like media buying and CMO strategies, will reach an inflection point, experts said.
By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Jan. 6, 2020 -
Atkins extends Rob Lowe deal with 'Any Questions?' series
A video campaign answers user-submitted queries and aims to attract New Year's resolution dieters.
By Dianna Christie • Jan. 3, 2020
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