Diageo CMO Saller steps down after 20 years with spirits giant

Serving as marketing chief since 2013, she earned frequent industry accolades, particularly for her work around gender equality.

By Peter Adams • March 24, 2020

Nike runs with 'Play inside, play for the world' slogan amid COVID-19 pandemic

The sportswear brand is also offering its workout app for free as people are urged to remain isolated.

By Robert Williams • March 24, 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

Marketers struggle with content strategy, tracking ROI, study says

Almost half of marketers rate their content as inconsistent, while only 7% say they consider it exceptional.

By Robert Williams • March 24, 2020

4As: 56% of consumers interested in brands' COVID-19 initiatives

As brands navigate these challenging times, the report points to several ways forward when it comes to finding the right messaging.

By Dianna Christie • March 24, 2020

Staying human amid the pandemic

Corona is learning how consumer behavior is painfully fickle, especially when fear invades, writes agency CTP's Grant Pace. Its CEO's ability to put a more human face on his brand may help it come out healthier than ever.​

By Grant Pace • March 24, 2020

Popeyes dishes out Netflix login details as fans self-isolate amid coronavirus

 A "Fried Chicken N Chill" campaign will share the brand's username and password with 1,000 Twitter followers.

By Peter Adams • March 23, 2020

Ford, Guinness coronavirus-related ads score well with general population, study says

Overall, consumers are fine with ads addressing the current crisis and want messages of brands taking action, Ace Metrix found.

By Dianna Christie • March 23, 2020

Toyota, Hyundai pivot to ads sharing optimistic message

Following Ford, the carmakers cut their respective campaigns around spring sales events to run supportive messaging during the pandemic.

By Dianna Christie , Natalie Black (Koltun) • March 23, 2020

Why brands are doubling down on hip-hop talent

Marketers are more deeply integrating rappers into campaigns to target wider audiences, providing a way forward after the current pandemic subsides.

By Chris Kelly • March 23, 2020

Campaign Trail: Fanta satirizes cinematic sports clips in 'idiot influencer' ads

A 90-second hero spot and OOH placements from the soda brand feature real-life internet personalities goofing off to emphasize the importance of play.

By Natalie Black (Koltun) • March 20, 2020

Gartner: CMOs must shift strategies amid coronavirus threat

The uncertain and rapidly evolving situation brings greater risks, but also creates opportunities to build customer loyalty.

By Robert Williams • March 19, 2020

Hyundai celebrates boundary-pushing Gen Z, millennials in new Elantra campaign

The ads play up the car's performance and tech features while showcasing how younger generations like to challenge the norm.

By Dianna Christie • March 19, 2020

Ad Council teams with government, media networks on coronavirus PSAs

Viacom and the nonprofit developed #AloneTogether, a social media campaign that encourages people to stay home with live takeovers from celebrity talent, a TikTok challenge and YouTube livestream.

By Dianna Christie • March 18, 2020

Your brand's real offering to Gen Z is community

Brands that prioritize community-building will win over the young demographic that wants to connect through shared values, writes DoSomething Strategic's Mary Noel.

By Mary Noel • March 18, 2020

Ford shifts marketing focus to coronavirus relief program

The automaker is extending its Ford Credit service for federal and local disaster relief to include those affected by the pandemic.

By Peter Adams • March 17, 2020

Only 12% of marketers say content programs reach the right audience, study finds

Digital content could play a larger role for some marketers as trade shows and other events are canceled in response to the novel coronavirus.

By Dianna Christie • March 17, 2020

Pepsi highlights Wild Cherry, Vanilla flavors with TV, Giphy campaign

An extension of Pepsi's "That's What I Like" platform, the effort focuses on products created after fans called for separating Cherry Vanilla into two flavors.

By Dianna Christie • March 16, 2020

Benjamin Moore amplifies emotional impact of paint in 'See the Love' spots

With more people looking for painting experts, the new positivity-focused effort celebrates craftspeople and their love for their work.

By Dianna Christie • March 16, 2020

How brands are taking extra precaution to avoid coronavirus insensitivities

Campaigns are getting dropped for fear of associating with the virus, but an overreaction also has its downsides.

By Peter Adams • March 16, 2020

American Kennel Club launches 1st national digital campaign

Humorous ads intend to make the organization more relatable and are running across OTT, digital, social media, print, audio and streaming.

By Dianna Christie • March 13, 2020

KFC pulls 'finger lickin' ads in UK amid coronavirus concerns

The brand follows Hershey's and Coors in pausing a campaign that may be perceived as insensitive or ill-timed around the pandemic.

By Dianna Christie • March 13, 2020

Chips Ahoy brings back mascot after 6 years to promote mashup flavors

The animated icon was described as a "loveable optimist" that will appear in collaborations with content creators and on social media. 

By Dianna Christie • March 12, 2020

Hershey, Coors pull ads to avoid coronavirus insensitivities

The former focused on handshakes and hugs, while the latter was gearing up for March Madness with a spot titled the "Official Beer of 'Working' Remotely."

By Peter Adams • March 11, 2020

ANA: Advertisers extend time to pay agencies for marketing services

Payment terms for ad agencies lengthened 27% to an average 58 days as companies seek ways to squeeze cash flow from operations.

By Robert Williams • March 11, 2020

Acura cancels March Madness push featuring real-time ad edits

The carmaker had planned to extend its "Less Talk, More Drive" brand platform with humor, updating ad creative based on game outcomes.

By Dianna Christie • Updated March 17, 2020