Creative


  • Vin Diesel, Michelle Rodriguez and Ludacris for Häagen-Dazs
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    Courtesy of Häagen-Dazs
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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 Feb. 6, 2025
  • Brittany Broski for NYX Professional Makeup
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    Courtesy of NYX Professional Makeup
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    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 Feb. 6, 2025
  • A person pulls items out of one paper shopping bag with handles that is on a table next to four similar bags. Explore the Trendline
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    FreshSplash via Getty Images
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    Trendline

    Retail Marketing

    Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z. 

    By Marketing Dive staff
  • Tums Fantasy Foodball Pool spokesperson Vince Wilfork
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    Courtesy of Tums
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    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 Feb. 6, 2025
  • A Starbucks barista hands a customer a coffee
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    Courtesy of Starbucks
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    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 Feb. 5, 2025
  • Bliss x Iliza Shlesinger
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    Courtesy of Bliss
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    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 Feb. 4, 2025
  • Mustard with Mustard
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    Courtesy of Kraft Heinz
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    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 Feb. 3, 2025
  • Top view of businesspeople discuss idea while team joining meeting
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    NanoStockk via Getty Images
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    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
  • A woman bites a Clif Bar after a workout
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    Courtesy of Mondelēz International
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    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 Jan. 31, 2025
  • Digital screens inside a store.
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    Courtesy of Grocery TV
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    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 Jan. 31, 2025
  • Doechii sits for an MLS ad
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    Courtesy of MLS
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    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 Jan. 30, 2025
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    Laurence Dutton via Getty Images
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    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 Jan. 29, 2025
  • Meaghan Trainor for E.l.f. Cosmetics
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    Courtesy of E.l.f. Cosmetics
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    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 Jan. 28, 2025
  • uncrustables smucker
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    Courtesy of The J.M. Smucker Co.
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    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 Jan. 27, 2025
  • Dove Beauty Bar campaign images
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    Courtesy of Dove
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    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 Jan. 24, 2025
  • Ciara Miller and Amanda Batula lounge in bed wearing Kind hoodies.
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    Courtesy of Kind
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    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 Jan. 24, 2025
  • A bag of Cheetos features a custom Other Hand Font and Chester Cheetah design
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    Permission granted by PepsiCo Foods US
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    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 Jan. 23, 2025
  • Dogfish Head's 30 Minute Light IPA in bottle and glass
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    Courtesy of Dogfish Head
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    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 Jan. 23, 2025
  • McDonald's, Pokemon Go hero imagery
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    Courtesy of McDonald's
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    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 Jan. 22, 2025
  • Keegan-Michael Key wears a blue sports coat near a football banner and Jim Beam care package.
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    Courtesy of Jim Beam
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    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 Jan. 21, 2025
  • Coors Light's Case of the Mondays
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    Courtesy of Coors Light
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    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 Jan. 15, 2025
  • Actor Keegan-Michael Key pours a cocktail at a Cambria Hotels bar in a marketing campaign image for Choice Hotels International.
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    Courtesy of Choice Hotels International
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    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
  • Rocket rebrand billboard
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    Courtesy of Rocket
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    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 Jan. 14, 2025
  • Nikki Rodriguez poses for American Eagle's Fall 2024 campaign.
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    Courtesy of American Eagle
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    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 Jan. 14, 2025
  • A diptych shows a trio of people sporting Walmart gear next to a photo of an individual wearing a Walmart bucket hat and T-shirt
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    Permission granted by Walmart
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    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 Updated Jan. 13, 2025
  • Four men in various states of undress pose in a Dollar Shave Club ad
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    Courtesy of Dollar Shave Club
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    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 Jan. 10, 2025