Peloton hits brakes on marketing as at-home fitness sells itself

CFO Jill Woodworth said word-of-mouth will play a larger strategic role moving forward, and the departure of Peloton's head of global marketing signals larger changes could be afoot.

By Peter Adams • Updated May 7, 2020

PepsiCo spotlights essential workers in new 'Stronger Together' platform

Some workers from Southeastern states will be featured in 30-second ads on iHeartRadio's Elvis Duran and The Morning Show and The Breakfast Club.

By Dianna Christie • May 7, 2020

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Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

McDonald's, Heinz serve up puzzles to keep consumers occupied — or flustered — during lockdown

Beyond keying into a major quarantine trend, Heinz's offering — made of 570 pieces in identical red — appears designed to drive people up a wall.

By Peter Adams • May 6, 2020

Bud Light Seltzer kicks off summer with virtual concert series

Weekly livestreams will benefit the American Red Cross and promote the brand's Open for Takeout tool that links users to order from local bars.

By Dianna Christie • May 6, 2020

Mucinex enlivens coronavirus PSA content with Instagram superhero art

Visuals encourage consumers to continue boring at-home activities even as shelter-in-place orders lift to protect frontline workers and stave off a feared second wave of cases.

By Peter Adams • May 5, 2020

Are CMOs failing brands or are brands failing CMOs?

A pandemic has made the role of the chief marketing officer even more complex, but the position has been under attack for years.

By Cara Salpini • May 5, 2020

Anheuser-Busch wins appeal in corn syrup battle with Molson Coors

The Seventh Circuit Court of Appeals wrote in its decision if the brewer does not like the "sneering tone" of the ad, it "can mock" its rival through its own advertisement.

By Christopher Doering • May 5, 2020

Gen Z wants fun, exciting ads amid pandemic boredom, survey says

Signs of "coronavirus fatigue" suggest marketers can change the tone of their ads to more traditional content that's still mindful of public health concerns.

By Robert Williams • May 5, 2020

Jared hosts virtual weddings with #LoveCantWait TV, social campaign

A positive message of love in the face of a pandemic may appeal to couples looking for inspiring messages after canceling their in-person ceremonies.

By Dianna Christie • May 5, 2020

Popeyes recruits out-of-work musicians to re-record jingle for pandemic era

A campaign initially targeting New Orleans residents is expanding nationwide and will compensate artists selected via social media submissions.

By Peter Adams • May 4, 2020

Ads around COVID-19 work better within news media, study finds

The type of programming in which ads from Amazon, Ford and Domino's appeared impacted the performance for their pandemic-related messaging.

By Dianna Christie • May 4, 2020

Patrón goes virtual for the 'Super Bowl of tequila'

This year, the Bacardi-owned brand is enlisting bartenders and restaurants to help consumers celebrate Cinco de Mayo at home.

By Natalie Black (Koltun) • May 4, 2020

Campbell Soup inspires home cooks with new tie-in on Group Nine sites

A partnership with the publisher of Popsugar and Thrillist, the New Pantry campaign includes custom content and Instagram Stories about how meals at home can bring people together.

By Dianna Christie • May 4, 2020

Starbucks to rev up marketing as US stores gradually reopen

Using a "monitor and adapt" strategy, the chain will spend within its 2020 advertising budget but squeeze those efforts into an accelerated schedule.

By Robert Williams • May 1, 2020

Liquid Death water riffs on haters' comments with metal album

Available on Spotify today, original songs on the 10-track album include "Fire Your Marketing Guy" and "Get Slaughtered On Shark Tank."

By Dianna Christie • May 1, 2020

Taco Bell, Chipotle adjust marketing around Cinco de Mayo amid coronavirus

One is leaning into an influencer-led TikTok activation, while the other is translating its experiential expertise to an at-home environment.

By Peter Adams • April 30, 2020

Avocados From Mexico campaign celebrates at-home Cinco de Mayo

Homemade Cinco includes a digital site with interactive recipes and connects users to e-commerce grocery platform Chicory for easy ingredient pickup.

By Dianna Christie • April 30, 2020

Coors Light boosts morale with new ads, free beer in 'sucky times'

A new campaign ties into an ongoing "Made to Chill" platform that's positioned the Molson Coors brand as refreshing to fans' spirits.

By Dianna Christie • April 29, 2020

How the COVID-19 pandemic is pushing brands to connect digitally

Retailers are quickly pivoting to emphasize mobile technology and virtual appointments to keep their businesses operational.

By Tatiana Walk-Morris • April 29, 2020

Chiquita lets Spotify users unlock playlists, branded prizes

Consumers can listen to music and a podcast and win prizes by scanning codes on its iconic blue banana stickers.

By Robert Williams • April 28, 2020

Hilton, Marriott ramp up cleaning measures as quarantine mandates relax

Hilton is tapping Lysol's parent company in a bid to woo guests with extra-clean rooms while building consumer trust.

By Dianna Christie • April 28, 2020

Miller High Life helps couples get married at home

A contest for couples whose weddings were canceled due to the coronavirus pandemic is offering three winners an officiant, photographer and $10,000.

By Dianna Christie • April 27, 2020

American Airlines' ad signals return to brand-building

A new 40-second spot features user-generated visuals and expresses the brand's heritage as a 94-year-old airline that's weathered many hard times.

By Dianna Christie • April 27, 2020

Campaign Trail: Why Hyundai revived a recession-era program for today's crisis

The carmaker is looking to its past financial relief efforts as a guide for what resonates with consumers amid economic downturn.

By Natalie Black (Koltun) • April 24, 2020

Honda sponsors esports matchups between NHL players

As the hockey league looks to engage fans during lockdowns, the matchups will be widely distributed across broadcast and streaming channels.

By Dianna Christie • April 24, 2020