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Courtesy of Morton Salt
Morton Salt pours out AR experience with major rebranding
The storied food brand created the experience for consumers who are spending more time making home-cooked meals.
By Robert Williams • Oct. 21, 2020 -
Courtesy of Gap Inc.
Gap wraps up 2020 with hopeful holiday campaign
The seasonal effort debuts earlier than ever and delivers an upbeat tone as a gift for consumers during a difficult year, CMO Mary Alderete said.
By Natalie Black (Koltun) • Oct. 20, 2020 -
Explore the Trendline➔
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TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Courtesy of Ocean Spray
Ocean Spray builds on viral attention with first national Hispanic marketing campaign
Last month's viral TikTok video continues to sway marketers as the brand leans into the buzz and finds that many Hispanics aren't familiar with cranberries.
By Aaron Baar • Oct. 20, 2020 -
Courtesy of Bookful
Mattel brings iconic toy characters to life with AR-activated books
Readers can see animated versions of Barbie and Thomas the Tank Engine by scanning books with a phone as the immersive tech's reach continues to grow.
By Robert Williams • Oct. 20, 2020 -
Courtesy of Advance Auto Parts
Bruce Willis reprises 'Die Hard' role in Advance Auto Parts ads pushing DieHard batteries
Faithfully recreating a famous movie for advertising purposes recently paid out for Jeep, which was broadly viewed to have one of the best Super Bowl spots.
By Peter Adams • Oct. 19, 2020 -
Courtesy of Carter's
Carter's eyes millennial parents with Santagram video greetings on Cameo
As the pandemic prevents families from seeing the jolly old elf at malls, the children's clothier is teaming with a platform that delivers personalized videos from celebrities.
By Robert Williams • Oct. 19, 2020 -
Courtesy of Don Julio
Don Julio honors founder, bartenders in largest campaign to date
The Diageo liquor brand is among other companies donating to charities supporting workers and others upended by the COVID-19 pandemic.
By Tatiana Walk-Morris • Oct. 19, 2020 -
Dell's Alienware mixes gaming with music in Steve Aoki series on Twitch
Peaking at more than 60,000 viewers, the series shows how Twitch's expansion into more general programming is attracting marketers.
By Robert Williams • Oct. 19, 2020 -
Patrón 'backs the bar' with benefit concert on Instagram Live
The tequila brand's virtual benefit concert is designed to support Black artists and raise money for small business owners hurt by the pandemic.
By Robert Williams • Oct. 19, 2020 -
Uber plans OOH ad network expansion to Chicago, LA in Q4
Ridership appears to be rebounding since the pandemic spurred declines last spring, giving Uber a chance to capitalize on people returning to regular activities with potentially fresh eyes.
By Natalie Black (Koltun) • Oct. 16, 2020 -
Google expands visual search in latest shopping push
Along with an upgraded tool that matches items to products sold online, AR Autos soon will let customers look for a vehicle in Google Search and see it in a 3D or AR rendering.
By Robert Williams • Oct. 16, 2020 -
Retrieved from YouTube on October 16, 2020
Nielsen adds ratings for YouTube CTV ads as digital viewing surges
The move can help Nielsen bring together viewer data that may be siloed across platforms, so advertisers can better measure campaign effectiveness.
By Aaron Baar • Oct. 16, 2020 -
Courtesy of Temptations
Mars' Temptations brand releases Halloween horror film for felines
The movie features sounds the brand says will captivate cats while entertaining their owners.
By Tatiana Walk-Morris • Oct. 16, 2020 -
Courtesy of TikTok
Deep DiveTikTok's marketing spreads a feel-good message. Could it make a difference for the app's future?
Amid the Trump administration's continued aggression, the platform is making a case for saving its business without directly addressing its political woes.
By Peter Adams • Oct. 16, 2020 -
Courtesy of Budweiser
Budweiser duets with Halsey on documentary spot, poetry and merch
The partnership around themes of inspiration and ambition comes as people have tired of pandemic-centric ads and are seeking positive and entertaining content.
By Tatiana Walk-Morris • Oct. 15, 2020 -
57% of younger adults ramp up smartphone use to stream video, study says
The segment tends to be the most willing to pay for app subscriptions, which is a mixed blessing for the mobile industry.
By Robert Williams • Oct. 15, 2020 -
Courtesy of Mucinex
Mucinex to unveil 'Sickwear' clothing with influencer fashion show on YouTube
Teaming with a diverse group of creatives and using a DTC approach, the brand can directly reach younger consumers with apparel designed to comfort people recovering from a cold.
By Robert Williams • Oct. 15, 2020 -
Courtesy of Devour
Devour's 'Cheat Day' YouTube series digs into pro athletes' downtime fun
After previously provocative efforts, the Kraft Heinz brand seeks to reach young consumers without risking the backlash recently faced by its parent company.
By Tatiana Walk-Morris • Oct. 14, 2020 -
Retrieved from Perfect Corp. on October 14, 2020
Allure designs holiday shopping issue around virtual try-on experiences
Working with Perfect Corp., the publisher created an "Ultimate Guide to Shopping" that uses QR codes and AR to align with a season set to skew toward mobile.
By Robert Williams • Oct. 14, 2020 -
TikTok debuted a new commercial that centers on a viral post. The image was retrieved from its video on Oct. 9, 2020.
TikTok deal could affect 2021 ad plans for 73% of marketers, survey finds
The pending TikTok deal could make Oracle a leader in advertising data, but its impact on Walmart's e-commerce aspirations may not be as significant.
By Robert Williams • Oct. 14, 2020 -
Courtesy of Abercrombie & Fitch
Abercrombie & Fitch addresses LGBTQ mental health with IGTV miniseries
Featuring chats between soccer star Megan Rapinoe and a group of influencers and activists, the series airs as brands market around LGBTQ+ History Month.
By Robert Williams • Oct. 14, 2020 -
Courtesy of SheaMoisture
SheaMoisture showcases Black female artists in purpose-driven spot
Amid the global movement for racial and gender equality, the Unilever brand pledges proceeds from every product sold to invest in businesses owned by Black women.
By Aaron Baar • Oct. 14, 2020 -
Retrieved from Disney+ on June 15, 2020
Disney enshrines streaming as 'primary focus' amid broad media reorganization
A recent move to debut Pixar's upcoming "Soul" on Disney+ is indicative of the entertainment giant's strategy — and a grim portent for theater owners.
By Peter Adams • Oct. 13, 2020 -
Courtesy of Hilton
Despite pandemic, Hilton launches new global campaign with a toast to travel
Americans are itching to get back to leisure travel and creating new memories, per the chain's research, but it remains unclear how ready they really are.
By Aaron Baar • Oct. 13, 2020 -
Natalie Koltun/Marketing Dive
Amazon brings delivery boxes to life with AR Halloween activities
First appearing around Prime Day, scannable packages may compel shoppers to engage with festive experiences by the retailer beyond purchasing products.
By Robert Williams • Oct. 13, 2020
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