Cascade and Sarah Michelle Gellar tease environmental friendliness of dishwashers

Using innuendo, the ad uses celebrity sex appeal to push an environmentally friendly message.

By Dianna Christie • Feb. 12, 2020

Stella Artois pushes romance and experiences in Valentine's Day spot

Alongside two video ads and an OOH activation, the campaign includes partnerships with dating app Bumble and food delivery service Postmates.

By Dianna Christie • Feb. 11, 2020

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

In-house agencies struggle to reach full potential, report says

Despite having advantages such as institutional knowledge, in-house agencies face challenges like a lack of autonomy and hierarchical issues. 

By Dianna Christie • Feb. 11, 2020

The world spins faster. Does your brand?

In today's hyperkinetic media environment, fearlessness and the willingness to be uncomfortable may be the key to staying relevant, writes CBX's​ Satoru Wakeshima.

By Satoru Wakeshima • Feb. 11, 2020

Quibi commands advertising spotlight at sold-out Oscars show

ABC reportedly charged up to $2.8 million per 30-second spot, up from last year's average of $1.98 million.

By Peter Adams • Feb. 10, 2020

Seventh Generation brings climate change stance to new campaign

Paying tribute to the past, the effort urges people to join the Unilever brand in working to ensure the Earth is habitable for future generations.

By Robert Williams • Feb. 10, 2020

Mars Wrigley teams with Bumble on Valentine's Day experience in NYC

Aimed at connecting with women who wish to spend the holiday bonding with friends, the pop-up will offer free manicures and dating profile advice.

By Dianna Christie • Feb. 10, 2020

Pizza Hut names new marketing leadership, looking to inject some KFC brand magic

KFC marketers George Felix and David Graves will become CMO and chief brand officer, respectively, as their sister brand seeks a turnaround.

By Peter Adams • Feb. 7, 2020

56% of marketers think AI will negatively impact branding in 2020, study says

While automation has benefited several marketing functions, maintaining creative excellence is a concern of many marketers.

By Dianna Christie • Feb. 7, 2020

Did Peloton spin its widely mocked 'Wife' ad into a win?

The spot accused of sexism didn't appear to directly hurt revenue or subscriber growth, but the stationary bike maker has other problems to contend with.

By Peter Adams • Feb. 7, 2020

Campaign Trail: How Kimpton uses traveling art pop-ups to 'stay human'

In its first photography-focused effort, the brand leans into experiential exhibits that immerse guests' senses and emphasize connection and self-reflection.

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

Amstel Light taps Phil Mickelson as friendship matchmaker in new ad

The brand is targeting male Gen Xers and older consumer groups who haven't traditionally been the focus of beer campaigns.

By Dianna Christie • Feb. 6, 2020

Burger King celebrates Harley Quinn's breakup in anti-Valentine's Day promotion

By building a promotion around the narrative of scorned lovers, the brand could connect with consumers at a time when fewer are embracing the holiday.

By Dianna Christie • Feb. 6, 2020

Corporate social responsibility emerges as content king in 2020 Super Bowl ads

Considering relevance, brand persona and impact are key to marketing around CSR, says Lindsay Singleton, a Civic Responsibility Project board member.

By Lindsay Singleton • Feb. 6, 2020

'Kraft Mac is for lovers' in Valentine's Day campaign

A cross-channel effort includes a contest in which consumers can win free products, along with candles and rose petals for a romantic date night.

By Dianna Christie • Feb. 5, 2020

Canada Goose taps Kate Upton as environmental brand ambassador

Trying to shake animal rights criticism, the outerwear company embraces cause marketing in a new campaign and mini-documentary.

By Dianna Christie • Feb. 5, 2020

Why so many Super Bowl commercials aimed for the heart

The visceral nature of several big game ads comes as consumers demand authenticity and relatability, says UserTesting CMO Michelle Huff.

By Michelle Huff • Feb. 5, 2020

Axe teams with Netflix's 'Sex Education' to offer dating tips

The social media effort is driven by brand research showing 47% of boys aged 14-24 have refrained from asking someone out due to lack of confidence.

By Dianna Christie • Feb. 4, 2020

How Coke, Reese's turned Super Bowl ads into Amazon sales after the game

Profitero's report suggests that viewers were wooed by some ads into buying products online.

By Dianna Christie • Feb. 4, 2020

Despite Super Bowl LIV's marketing deja vu, several ads break out

Multibrand spots, ads supporting women, "Groundhog Day" and yes, the resurrection of Mr. Peanut, caused some of the biggest stir this year.

By Peter Adams • Feb. 3, 2020

By the numbers: Super Bowl LIV

The big game's ads, broken down by sentiment, social engagement and more.

By Nami Sumida • Feb. 3, 2020

Starbucks ad inspired by transgender people testing out new names

The coffee chain discovered transgender YouTubers sharing stories of trialing their new names on its cups.

By Dianna Christie • Feb. 3, 2020

Chobani leans on master brand in new campaign for oat milk

With "Almost Milk," the dairy heavyweight looks to leverage brand equity it's earned over the past decade as it expands into plant-based products.

By Natalie Black (Koltun) • Feb. 3, 2020

Unilever increases spend on purpose-driven marketing

The company is making purpose one of its pillars of growth and says internal data shows that the approach drives short- and long-term results.

By Dianna Christie • Jan. 31, 2020

Coke extends Super Bowl ad with Alexa tie-in, energy drink giveaway

Amazon Treasure Trucks will hand out free energy drinks to encourage people to "show up" to work the Monday after the big game.

By Dianna Christie • Jan. 31, 2020