Creative
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Häagen-Dazs’ ‘Fast & Furious’ Super Bowl debut scores with star wattage
The ice cream maker, a first-time big game advertiser, ranked No. 3 in System1’s analysis of Super Bowl spots released so far.
By Peter Adams • Feb. 6, 2025 -
NYX teams with DraftKings for Super Bowl LIX predictions game
Consumers can predict which pop-culture moments may happen during the game for the chance to win a share of $60,000 in prizes.
By Jessica Deyo • Feb. 6, 2025 -
Explore the Trendline➔
FreshSplash via Getty ImagesTrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z.
By Marketing Dive staff -
Deep Dive
As Super Bowl’s cultural cachet grows, brands look beyond in-game ads
Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.
By Chris Kelly • Feb. 6, 2025 -
Starbucks says ‘Hello Again’ by advertising around the Super Bowl
A new spot and a free coffee promotion on the Monday after the big game are part of the chain’s marketing-powered turnaround plan.
By Chris Kelly • Feb. 5, 2025 -
Bliss takes on ‘Sephora kids’ in a bid for elder millennials, Gen X
The skincare brand is attempting to reconnect with its core audience through a tie-up with comedian Iliza Shlesinger for a video spot and skincare kit.
By Jessica Deyo • Feb. 4, 2025 -
Heinz teams with hip-hop hitmaker Mustard for new product, campaign
The marketer launched the culturally minded — and perhaps overdue — campaign with a spot that aired during the Grammy Awards.
By Chris Kelly • Feb. 3, 2025 -
Inside the marketing industry trends to follow in 2025
During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.
By Marketing Dive staff • Jan. 31, 2025 -
Clif Bar celebrates athlete perseverance with new brand platform
The Mondelez-owned snack marketer is extending a partnership with fitness app Strava to include fresh co-branded content, events and challenges.
By Peter Adams • Jan. 31, 2025 -
Deep Dive
What marketers can expect as CTV and retail media converge in 2025
Expectations are high that the two synergistic and growing channels can deliver on the promise of full-funnel, data-driven digital marketing.
By Chris Kelly • Jan. 31, 2025 -
Q&A
Why MLS is kicking off a brand campaign around the Super Bowl
CMO Radhika Duggal detailed the strategy behind the league’s “Game On” effort starring rapper Doechii that will premiere before the big game.
By Chris Kelly • Jan. 30, 2025 -
Deep Dive
How generative AI’s role will evolve in 2025 as marketers probe its utility
The fast emergence of disruptors like DeepSeek could cater to marketers’ desire for tech that produces concrete outcomes at lower costs.
By Peter Adams • Jan. 29, 2025 -
How E.l.f. balances entertainment, purpose to tap into a TikTok trend
In the brand’s third collaboration with Meghan Trainor, the pop star appears as an airplane captain to showcase soft matte makeup products.
By Chris Kelly • Jan. 28, 2025 -
Q&A
J.M. Smucker’s CMO on how brands must face the challenges of 2025
Gail Hollander discusses the convergence of brand building and pop culture and how marketers should think about retail media, AI and other emerging tech.
By Chris Kelly • Jan. 27, 2025 -
Column
Campaign Trail: Dove’s iconic Beauty Bar is a canvas for celebration
Ogilvy’s “Unready for Anything” campaign for the Unilever brand flips the “get ready with me” trend on its head.
By Chris Kelly • Jan. 24, 2025 -
Kind embraces Gen Z trend bed rotting in new campaign
One of Dictionary.com’s 2024 new words, bed rotting — laying in bed during the day — has been embraced by younger consumers as a form of self-care.
By Sara Karlovitch • Jan. 24, 2025 -
Cheetos continues to embrace ‘Other Hand’ imperfection with custom font
The design described as “hilariously bad” is available via web download and a Chrome plug-in and will appear on special bags of the snack.
By Peter Adams • Jan. 23, 2025 -
How Dogfish Head uses social-first marketing as craft beer tides change
The Boston Beer Company-owned brewery leaned into Quitter’s Day and doled out participation medals and beer money to launch a new light IPA.
By Chris Kelly • Jan. 23, 2025 -
McDonald’s amplifies mobile app with Pokémon Happy Meal
The burger chain is again wedding pop culture and nostalgia with a Happy Meal box inclusive of a Pokémon booster pack, poster and sticker sheet.
By Jessica Deyo • Jan. 22, 2025 -
Jim Beam comforts grieving football fans with Keegan-Michael Key
Comedic skits running on the Suntory brand’s Instagram along with a 7 Stages of Defeat care package are meant to help keep spirits alive.
By Sara Karlovitch • Jan. 21, 2025 -
Coors Light preps case of the Mondays for day after the Super Bowl
The Molson Coors flagship continues to build buzz for its big game spot after misspelling “refreshment” as “refershment” in an ad stunt.
By Chris Kelly • Jan. 15, 2025 -
Choice Hotels CMO talks travel ‘maximizing’ in new global ad campaign
Actor Keegan-Michael Key returns for this year’s marketing push, which aims to build brand loyalty, Noha Abdalla shares.
By Jenna Walters • Jan. 14, 2025 -
How Rocket Companies’ rebrand sets the stage for a new Super Bowl approach
A new visual identity looks to position the company as the “most culturally significant and inclusive brand in America,” said CMO Jonathan Mildenhall.
By Chris Kelly • Jan. 14, 2025 -
How American Eagle’s CMO avoids AI’s ‘generic creative’ trap
At NRF’s Big Show, Craig Brommers addressed mounting production demands but said delegating more work to AI is a “scary” prospect.
By Peter Adams • Jan. 14, 2025 -
How Walmart’s latest brand refresh reinforces bigger digital ambitions
The first such update since 2008 for the big-box store introduces more vibrant colors and promotes its spark logo as a stronger standalone brand asset.
By Peter Adams • Updated Jan. 13, 2025 -
Column
Campaign Trail: Dollar Shave Club gets back to its disruptive roots
The direct-to-consumer trailblazer is updating its irreverent streak after a period at Unilever that “neutered” the brand’s edginess, per CEO Larry Bodner.
By Chris Kelly • Jan. 10, 2025