Jif tackles ‘celery neglect’ on game day with free peanut butter

“Save the Celery” includes a tie-up with GoPuff to deliver free peanut butter and collaborations with Barstool Sports and the YouTube series “Hot Ones.”

By Jessica Deyo • Feb. 1, 2024

Pepsi Wild Cherry stokes Super Bowl excitement with Vegas Sphere takeover

Creators Zach King and Khaby Lame are part of the soft drink brand’s big game blitz, which supports a recent “Get Wild” campaign for Pepsi Wild Cherry.

By Peter Adams • Feb. 1, 2024

Marketing playbook: Breaking down industry trends to follow in 2024

Areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.

By Marketing Dive staff • Jan. 26, 2024

Sociable: BeReal adds feed for celebrities and brands

RealBrands will see brand accounts get their own focus in-stream.

By Andrew Hutchinson • Jan. 25, 2024

Hilton checks in to Paris Hilton’s Roblox world for loyalty push

The activation demonstrates brands are still exploring ways to draw value from the metaverse even as the technology has lost some of its buzz.

By Chris Kelly • Jan. 23, 2024

Solo Stove names new brand ambassadors on tails of Snoop Dogg stumble

The smokeless fire pit marketer is looking to turn a new leaf with partners who better represent its outdoor lifestyle positioning.

By Peter Adams • Updated Jan. 30, 2024

Solo Stove’s viral Snoop Dogg partnership fails to spark up sales

Owner Solo Brands kicked off the year by shaking up leadership and cutting its 2023 revenue expectations due to hefty marketing expenditures.

By Peter Adams • Updated Jan. 30, 2024

Tostitos’ pop-up heads to Super Bowl with meals served by Kirk Cousins

Consumers can enter an Instagram sweepstakes for the chance to win game tickets and a visit to the Tost by Tostitos casual dining concept. 

By Peter Adams • Jan. 18, 2024

Norton combats online scams with Dan Levy, Instagram game

Ads featuring Levy and an interactive Scam Scan game promote the public rollout of Norton’s new scam-detection app.

By Jessica Deyo • Jan. 18, 2024

Global mobile ad spend to reach $402B in 2024 fueled by social, creators

The total will represent a 11% increase over 2023, which saw a mobile ad spend of $362 billion, according to Data.ai’s State of Mobile report.

By Aaron Baar • Jan. 11, 2024

Inside the creator marketing trends expected to go viral in 2024

Some marketers are betting creator-led advertising is the way forward, while social commerce and artificial intelligence could yield fresh potential.

By Jessica Deyo • Jan. 11, 2024

Halo Top enlists everyday athletes for New Year’s resolutions push

An endorsement program includes personal training sessions, a talent manager and more to help people achieve their 2024 targets.

By Peter Adams • Jan. 3, 2024

How the pairing of Pringles and caviar went viral on TikTok, Instagram

The Kellanova potato chip teamed with The Caviar Co. and tapped into the cultural zeitgeist to create a “new snacking occasion.”

By Christine Blank • Dec. 20, 2023

Twitch launches annual recap with new game, marketing push

The Amazon-owned platform’s end-of-year community recap is being bolstered by a side-scroller game and custom creative on social media.

By Sara Karlovitch • Dec. 11, 2023

Advertisers will ramp up spend on creators in 2024, IAB forecasts

Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe.

By Jessica Deyo • Dec. 7, 2023

Gillette encourages gamers to ‘hit reset’ for global campaign

The marketer’s long-running Gillette Gaming Alliance will be active on Twitch, YouTube and social media to share gaming content and grooming tips.

By Jessica Deyo • Nov. 30, 2023

McDonald’s reinvents McNugget Buddies for streetwear-minded adults

The chain teamed with Kerwin Frost to reinvent the iconic Happy Meal collectibles, which will land on Instagram and be part of a Snapchat AR lens.

By Chris Kelly • Nov. 29, 2023

How the best marketing campaigns of 2023 mastered pop culture nostalgia

Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

By Chris Kelly , Sara Karlovitch , Jessica Deyo • Nov. 29, 2023

State Farm conjures celebrities for biggest creative launch in 3 years

Jimmy Fallon and Ludacris are summoned, genie-like, as people react to situations that require insurance in ads from new agency Highdive.

By Peter Adams • Nov. 21, 2023

Snoop Dogg gives up smoke for Solo Stove campaign

A viral pledge assumed to be about pot usage turns out to be a teaser for a new campaign developed by The Martin Agency.

By Chris Kelly • Nov. 20, 2023

Dove, animated influencer promote mental health ahead of Thanksgiving

Lennnie is an animated blob that promotes positivity on social media and has amassed more than 4 million followers. 

By Aaron Baar • Nov. 20, 2023

Sleigh the season: Will caution stifle the holidays or can marketers win?

Consumer spending is expected to surpass pre-pandemic figures, but brands are proceeding carefully as uncertainty looms.

By Jessica Deyo • Nov. 16, 2023

The rise of the Stanley tumbler: How a 110-year-old brand achieved viral success

Historically marketed to workmen and outdoorsmen, the brand unlocked the power of women selling to women with the help of a group of influencers.

By Caroline Jansen • Nov. 14, 2023

Unilever spins TikTok soap opera as part of #CleanTok sponsorship

A new content series features animated versions of home care products as the CPG giant seeks to woo Gen Z viewers who have driven cleaning trends.

By Peter Adams • Nov. 9, 2023

How Uber built its TikTok creator strategy — and why it looks beyond vanity metrics

Phil Rosario, Uber’s global social media lead for TikTok, explains how he leveraged creators to grow the brand’s following to over 750,000 within a year.

By Jessica Deyo • Nov. 9, 2023