Creative: Page 2
-
Courtesy of Bic
BIC gears up for Olympics, back-to-school with celeb-focused efforts
The brand reteams with Snoop Dogg and Martha Stewart and enlists Charlie Puth for efforts timed to major periods for ads and sales.
By Chris Kelly • July 8, 2024 -
Permission granted by Kind Snacks
Kind brings lighter touch to healthy snack marketing in brand refresh
New CMO Osher Hoberman said a prior purpose-led marketing strategy was too fragmented to align with the commercial opportunity.
By Peter Adams • Updated July 11, 2024 -
Courtesy of Dove
Dove CMO who built brand’s purpose marketing bona fides departs
Alessandro Manfredi is leaving Unilever after over two decades as the type of purpose-driven marketing he helped define is increasingly challenged.
By Peter Adams • July 3, 2024 -
Justin Sullivan via Getty Images
Hasbro’s early adoption of Prime Video ads helps reel in new buyers
Successful campaigns for Peppa Pig and Play-Doh lend credence to Amazon’s bigger pitch around its upper-funnel advertising capabilities.
By Peter Adams • July 3, 2024 -
Courtesy of McDonald's USA
McDonald’s links with anime series for app-exclusive sauce
The chain’s collaboration with “Jujutsu Kaisen” to launch its Special Grade Garlic Sauce also includes a tie-up with anime streaming service Crunchyroll.
By Jessica Deyo • July 3, 2024 -
Permission granted by Hoka
Hoka’s latest avian-themed ads look to shore up favor among runners
New ads from Anomaly spotlight runners of all levels of intensity in the French Alps, where the disruptor brand was founded.
By Peter Adams • July 2, 2024 -
Courtesy of The Kraft Heinz Company
Philadelphia cream cheese spreads original song across streaming, TikTok
The Kraft Heinz brand prepares for the Fourth of July with a radio-ready jingle, “Land of the Cream Cheese,” by rising country star Travis Yee.
By Chris Kelly • July 2, 2024 -
Courtesy of Motorola
Motorola walks the runway with entirely AI-generated campaign
To promote new folding smartphones powered by artificial intelligence, the firm used different tools to create phone-inspired fashions for virtual models.
By Chris Kelly • July 1, 2024 -
Courtesy of PVH Corp.
Deep DiveCalvin Klein’s Jeremy Allen White ads turned heads, but the biggest impact may be to the brand’s image
“The Bear” star’s images generated $74 million in media impact value amid a years-long effort by holding company PVH to make the line more desirable.
By Laurel Deppen • June 27, 2024 -
Courtesy of Coors Light
Coors Light will bury its latest Patrick Mahomes ad in a time capsule
The latest video and stunt from the Molson Coors flagship toys with NFL rules about players promoting beer.
By Chris Kelly • June 26, 2024 -
Courtesy of Toys R Us
Toys R Us creates first brand film to use OpenAI’s text-to-video tool
The toy brand’s production arm partnered with agency Native Foreign to quickly create a film using Sora, which is only available to alpha testers.
By Chris Kelly • June 25, 2024 -
Courtesy of Chili's Grill & Bar
Chili’s arcade-inspired video game slams rising fast food prices
Inspired by the cult classic BurgerTime, the game is meant to drive loyalty program sign-ups and serve as an outlet to vent frustration.
By Peter Adams • June 25, 2024 -
Courtesy of WPP
WPP promises brands ‘exponentially more content’ with AI Production Studio
Ford and L’Oréal piloted the tool for quickly creating text, image and video assets with the aid of cutting-edge Nvidia technology.
By Peter Adams • June 24, 2024 -
Permission granted by PepsiCo
PepsiCo experiments with Smart Cans, AI tech to improve personalization
At Cannes Lions, the marketer showed off a new AI Hydration Coach for Gatorade and connected device for Pepsi inspired by its can shape.
By Peter Adams • June 24, 2024 -
Courtesy of Coca-Cola
ColumnCampaign Trail: Coca-Cola spills soda to focus on moments of connection
David Miami took the attention off the iconic brand entirely and gave it to true-to-life human interactions in the latest iteration of the “Real Magic” platform.
By Chris Kelly • June 21, 2024 -
Courtesy of Carl's Jr
How Carl’s Jr. is driving in-store visits with AI-fueled CTV advertising
The QSR paired contextual targeting data with IRIS.TV’s private marketplace to engage young men with shared interests like anime and gaming.
By Aaron Baar • June 21, 2024 -
Daphne Howland/Marketing Dive
Macy’s kicks off summer with first campaign under new CMO
Developed with agency Mono, the effort is the retailer’s first big campaign since Sharon Otterman joined as chief marketer six months ago.
By Sara Karlovitch • June 21, 2024 -
Courtesy of Michelob Ultra
Michelob Ultra goes for Copa América gold with biggest summer program ever
The AB InBev brand’s “Summer of Team USA” push includes a new TV commercial, on-site activations and a merch partnership with Puma.
By Sara Karlovitch • June 18, 2024 -
Courtesy of E.l.f. Beauty
Why E.l.f. stepped into the wild for its latest entertainment play
Chief Brand Officer Laurie Lam explains the social-listening inspiration behind the beauty marketer’s documentary-style “Peculiar Behavior” campaign.
By Jessica Deyo • June 18, 2024 -
Courtesy of Dunkin'
Dunkin’ readies celeb-heavy ‘intern’ class for summer of culture plays
The chain released an EP on Spotify that features a song by *NSYNC's Joey Fatone and Backstreet Boys member A.J. McLean.
By Chris Kelly • Updated July 12, 2024 -
Courtesy of Oscar Mayer
Oscar Mayer hacks fake ads to show off its bacon-smoking process
Ads that feature sizzling bacon cut to seemingly unrelated lip gloss and men’s razor commercials before finally revealing the bacon is still being smoked.
By Chris Kelly • June 17, 2024 -
Courtesy of Ben & Jerry's
Ben & Jerry’s first ad campaign in years is a call for more activists
Created with DCX Growth Accelerator, the effort calls out a variety of change-making causes even as other brands pull back on purpose-driven marketing.
By Chris Kelly • June 13, 2024 -
Courtesy of Skyy Vodka
How Skyy vodka is reformulating disruption for a new generation
A campaign running heavily on digital channels uses retro visuals and nostalgia to stand out while nodding to the brand’s marketing heritage.
By Aaron Baar • June 13, 2024 -
Justin Sullivan / Staff via Getty Images
Kantar: AI pivot helps fuel brand value growth following down year
Chipmaker Nvidia grew brand value 178% this year while the enterprise tech and services category was the fastest gainer tracked by the firm.
By Peter Adams • June 12, 2024 -
Courtesy of Bodyarmor
Q&AHow BodyArmor’s CMO is playing catch-up in the crowded hydration market
Tom Gargiulo explains how the Coca-Cola brand is rolling out bottles with AR functionality that feature MLB and NFL athletes to engage with Gen Z.
By Chris Kelly • June 12, 2024
Previous
