Can Coca-Cola escape the shadow of past deceptive marketing campaigns?

A research paper revealed the soda giant targeted teens and moms earlier in the decade before committing to diversify its portfolio and reduce sugar intake.

By Lillianna Byington • Dec. 19, 2019

Neiman Marcus unwraps 3-minute shoppable video starring Taraji P. Henson

The entertaining video turns a playful branding message into a direct marketing push to "Shop Now."

By Dianna Christie • Dec. 19, 2019

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

Cheez-It kicks off Twitter contest for college football playoffs

Limited-edition boxes of the cheesy snack will feature the logos of both teams competing on Dec. 27.

By Dianna Christie • Dec. 19, 2019

Coke leverages Google's search data to prove the holiday spirit grows stronger

A campaign uses data analysis, including a custom-branded Google Trends page, to show how divisive topics are receding during the holiday season.

By Peter Adams • Dec. 18, 2019

Doritos, Lay's, Tostitos and Cheetos team up in football-themed campaign

Frito-Lay taps NFL stars and signature brands as it gears up for what's expected to be a busy snack sales season leading up to the Super Bowl.

By Dianna Christie • Dec. 18, 2019

Super Bowl spots and celebs lead YouTube's top ads of 2019

Amazon, Hyundai, Doritos and Nike made six of the top 10 most-viewed ads.

By Dianna Christie • Dec. 17, 2019

Snickers kicks off EA's Madden NFL esports tournament

The Mars candy will star in highlight packages and branded studio segments during the Madden NFL 20 Club Championship on Twitch, YouTube and ESPN's mobile app.

By Robert Williams • Dec. 17, 2019

Popeyes seeks Sunday sandwich makers in latest jab at Chick-fil-A

Running "help wanted" ads in newspapers is another way for Popeyes to stress the popularity of its sandwich and that it's open on Sundays, unlike its rival.

By Dianna Christie • Dec. 17, 2019

Super Bowl LIV: Tracking every ad for 2020's big game

Catch up on every ad from the big game, including surprises by Planters, Jeep and Tide.

By Nami Sumida • Updated Feb. 3, 2020

Coke reinstates global CMO role in bid to unify marketing, operations

The role was scrapped just two years ago, with duties shifting to Chief Growth Officer Francisco Crespo, who will retire next year.

By Peter Adams • Dec. 16, 2019

Comic Dive: Brand the Halls

It's beginning to look a lot like branded merchandise season as major QSRs and CPGs get in on the holiday spirit.

By John Hazard • Dec. 13, 2019

ARF: Different approaches to data cause tension on marketing teams, limiting quality

Creatives, strategists and researchers are not aligned when it comes to using data, leading to a lack of trust, a disconnect in ownership of insights and misalignment on goals.

By Dianna Christie • Dec. 12, 2019

Popeyes rides chicken sandwich buzz with ugly sweater

Deli brand Dietz & Watson is also getting into novelty holiday merchandise with prosciutto-themed shirts, stretchy "eatin' pants" and stockings full of nuts.

By Dianna Christie • Dec. 12, 2019

'Rick and Morty' warps to Super Bowl with Pringles spot, product tie-in

A 30-second ad for the Kellogg brand is being developed with the series' creators, and an integrated campaign will run through 2020.

By Peter Adams • Dec. 11, 2019

SodaStream parodies ASMR videos with Jonathan Van Ness

Timed for the holidays, the video promises to help viewers relax during a stressful time of year.

By Dianna Christie • Dec. 11, 2019

Pepsi CMO leaves amid beverage giant's marketing resurgence

Roberto Rios departs for Schwan's Company at a time when larger investments in media and advertising are bolstering Pepsi's bottom line.

By Peter Adams • Dec. 10, 2019

Smirnoff dreams up fake home goods partnership for gag gift

Riffing on the "Icing" drinking game, the brand is spicing up holiday gift swaps by disguising what appears to be a boring gift but is actually a bottle of malt beverage.

By Dianna Christie • Dec. 10, 2019

Ryan Reynolds' Aviation Gin pokes fun at Peloton ad fail in new spot

The marketer moved quickly to capitalize on the exercise bike brand's misfire with its own ad starring the same actress gaining millions of views on social.

By Dianna Christie • Dec. 9, 2019

Torrid targets curvy consumers with confidence-centered video series

Actress Barbie Ferreira keeps her cool despite getting locked out in her underwear in Torrid's first of four spots.

By Dianna Christie • Dec. 9, 2019

Marketer of the Year: PepsiCo

The food and beverage conglomerate increased advertising and marketing spending 12% this year, bolstering business and appeal with key audiences like Gen Z.

By Chris Kelly • Dec. 9, 2019

Campaign of the Year: Taco Bell's 'The Bell'

Reservations at the refurbished resort sold out in two minutes, solidifying the chain's cult-like status among ardent fans and its expertise in catering experiences to devotees.

By Peter Adams • Dec. 9, 2019

Deal of the Year: Accenture buys Droga5

Equipping Accenture with a desirable talent pool and client roster, the deal shows how easily the consultancy is using its economic muscle to close the creativity gap with traditional agency rivals.

By Peter Adams • Dec. 9, 2019

The Marketing Dive Awards for 2019

From KFC to Accenture, these are the companies and executives that shaped the marketing industry this year.

Dec. 9, 2019

Campaign Trail: Lagunitas keeps it weird with TV shopping network parody

The beer brand's CMO explains how it tapped into the branded merchandise trend while highlighting employees in a cheeky video series that promotes its IPAs moving to cans.

By Natalie Black (Koltun) • Dec. 6, 2019

Pantene supports LGBTQ+ folks with 'Going Home for the Holidays' series

This purpose-driven holiday campaign speaks to the 44% of LGBTQ+ people who feel they can't come home as their true selves.

By Barry Levine • Dec. 6, 2019