Creative: Page 96
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Deep Dive
5 marketing misfires from 2019 that show brand vulnerability is growing
Higher consumer expectations and a news cycle mentality mean brands must reconsider how they think about the term "backlash" in the months ahead.
By Peter Adams • Nov. 12, 2019 -
Leveraging nostalgia: How retailers can build on the warmth of holiday shopping
Tapping into a strong sense of community can build a bond with shoppers — and set retailers apart from the competition.
By Kaarin Moore • Nov. 11, 2019 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Mobility brand Lime spotlights LA culture with influencer-led events, print zine
"See You There" is the scooter rental company's first U.S. campaign and is supported by OOH and digital ads.
By Robert Williams • Nov. 11, 2019 -
P&G, Walmart, Google top list of multicultural ads driving purchase intent
The first analysis to apply a new ad metric that looks at the impact of cultural insights in marketing reveals the highest ranking ads generated a 50% higher purchase intent.
By Dianna Christe • Nov. 11, 2019 -
Aéropostale's 'Oneness' campaign celebrates unity with real people
Brand ambassadors were found on TikTok and Instagram as well as via referrals from store associates and customers.
By Barry Levine • Nov. 8, 2019 -
P&G, Reese Witherspoon's media brand develop content around bestseller 'Fair Play'
New podcast and video series for the book that gives tips on rebalancing domestic work feature P&G's Tide, Downy, Charmin and Bounty brands.
By Barry Levine • Nov. 8, 2019 -
Column
Campaign Trail: Is clear a color? Why Xerox is igniting the debate
Playing off the "color of the year" trend, the printing company aims to reenergize its legacy of innovation with a video series centered on color.
By Natalie Black (Koltun) • Nov. 8, 2019 -
Chili's dishes out custom merch to showcase free delivery promotion
Rewards members could win a #ChilisMyHouse starter pack that includes a custom doormat, baby back ribs-scented candle and more.
By Barry Levine • Nov. 7, 2019 -
Papa John's replaces recently appointed CMO amid restructuring
The chain's CEO said during a conference call this week that a marketing campaign featuring Shaquille O'Neal is helping the brand repair its image.
By Barry Levine • Nov. 7, 2019 -
Pepsi shakes up holiday gift-giving with mobile spin on paying it forward
The effort includes QR codes for sharing cash rewards via channels like Facebook Messenger and a reinterpretation of the Jumbotron kiss cam.
By Peter Adams • Nov. 6, 2019 -
Kroger looks to transform with 'Fresh for Everyone' campaign
The grocer's rebrand features a fresh logo, inclusive messaging and ads on TV, billboards, social media and audio streaming platforms.
By Jessica Dumont • Nov. 6, 2019 -
Johnnie Walker adds 'sensorial dynamism' to visual identity
The update to the brand's "Keep Walking" campaign includes a Cocktail Grocer display at cultural festivals where attendees can sample popular local fare.
By Barry Levine • Nov. 5, 2019 -
Axe debuts gaming-themed campaign for 'League of Legends' showdown
"What's Your Move?" includes a 30-second spot of a talking can, AR dance cam and RFID scavenger hunt at the championship events in Madrid and Paris.
By Barry Levine • Nov. 5, 2019 -
UK retailer Selfridges breaks holiday marketing tradition with edgy short film
"Future Fantasy" aims to contrast with typically sweet seasonal efforts and features ambassadors like the Cambridge Analytica whistleblower.
By Peter Adams • Nov. 4, 2019 -
Natural Light jabs rival with beer giveaway for Miller Lite 'unfollowers'
The trolling comes amid an acrimonious year of battling ad claims and follows Miller Lite's recent move to go dark on social media.
By Robert Williams • Nov. 4, 2019 -
Espolòn Tequila slings print magazine at pop-up newsstand
To celebrate Day of the Dead, the Campari America brand also ran a satirical obituary for "fake news" in The New York Times.
By Dianna Christe • Nov. 4, 2019 -
Alaska Airlines rides ocean-powered wave data for 'Swell Deals'
Data from sites that monitor wave conditions around the Hawaiian Islands by the minute will be used to determine the size of flight discounts.
By Dianna Christe • Nov. 4, 2019 -
Chick-fil-A gaffe gives Popeyes easy marketing fodder amid chicken sandwich's return
A botched email communication around a Sunday holiday — when Chick-fil-A is closed — led to snarky social posts by Popeyes.
By Peter Adams • Nov. 1, 2019 -
Column
Comic Dive: Halloween Hangover
Halloween isn't just for candy brands, as Budweiser, Burger King and Jägermeister get in on the fun. Now, marketers everywhere must pivot and ready their holiday campaigns.
By John Hazard • Nov. 1, 2019 -
PepsiCo makes lifestyle brand push with e-commerce fashion hub
House of PepsiCo features apparel and accessories from the company's collaborations with fashion labels from around the world.
By Barry Levine • Nov. 1, 2019 -
Trustpilot's first consumer campaign features drag performer Honey Davenport
The effort leans into the divisiveness in American culture and shows how people are united by the desire to review the businesses they interact with.
By Barry Levine • Nov. 1, 2019 -
Land Rover launches US music festival to reintroduce Defender SUV
The brand is leveraging experiential marketing on a grand scale to target luxury adventure travelers with two days of music, off-road driving and more in Coachella Valley.
By Barry Levine • Oct. 31, 2019 -
How marketers can connect with Gen Z around social causes
Moving social causes out of the CSR silo and into marketing was a hot topic at a 3BL Media event on Wednesday.
By Chris Kelly • Oct. 31, 2019 -
Ben & Jerry's CEO on how to get cause marketing right
At a 3BL Media event on brand purpose, Matthew McCarthy criticized a lack of action from leadership and urged sinking more investments into purpose over core product.
By Peter Adams • Oct. 30, 2019 -
Ketel One sponsors season 2 of Adam Rippon's YouTube series
During each episode of "Break the Ice," the Olympic skater and his guest will take a break from the rink to drink Ketel One martinis.
By Dianna Christe • Oct. 30, 2019
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