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Courtesy of Klarna
ColumnCampaign Trail: Klarna’s oddball ads spotlight Swedish roots, outlandish quirk
The payment service debuts its biggest U.S. effort with 15 new spots spliced from Swedish cinema, shoppable ads and a gaming integration.
By Natalie Koltun • July 31, 2020
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OpinionCurrent events fuel higher consumer expectations, concerns for marketers
Three paradigm-shifting events have fanned consumers’ wants and needs in 2020, driving higher expectations for 98% of brands, writes Brand Keys’ Robert Passikoff.
By Robert Passikoff • July 30, 2020
- Trendline
E-commerce
Even after shelter-in-place orders relax, consumers will likely remain wary of physical shopping, making e-commerce a key tactic marketers may adjust toward for the long haul.
By Marketing Dive staff
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McDonald’s boosts marketing budget $200M to drive recovery
The increase comes after the company slashed marketing spend by 70% in Q2, giving it a “sizable marketing war chest” for the remainder of the year.
By Robert Williams • July 30, 2020
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Courtesy of Honda
Honda evokes Disney memories with ‘Enchanted Odyssey’ digital campaign
The Odyssey minivan is popular with millennial parents, so the carmaker is targeting the group with a Pinterest microsite and custom Disney playlist for road trips.
By Robert Williams • July 29, 2020
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Courtesy of Ford Motor Company
Ford plans ‘Bring Back Bronco’ podcast as famed SUV returns
Former NPR reporter Sonari Glinton will host the eight-part podcast that tells the history of the Bronco, including moments like the police chase of O.J. Simpson.
By Robert Williams • July 28, 2020
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Retrieved from Popsugar on July 28, 2020
Old Navy partners with Popsugar on retailer’s 1st tween collection
To reflect tweens’ social awareness, the gender-inclusive line has graphic T-shirts with optimistic phrases like “Make the World a Better Place” and “We’re Gonna Be Alright.”
By Robert Williams • July 28, 2020
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https://www.pexels.com/photo/adult-blur-boss-business-288477/
1st certified brand safety officers quickly put to the test
Graduating from the Brand Safety Institute’s new certification program during a pandemic and just before racial justice protests erupted, these experts help advertisers navigate difficult waters.
By Graham Vyse • July 28, 2020
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Retrieved from Domino’s Pizza, Inc. on July 27, 2020
Domino’s sets up virtual film festival rewarding fans for making home videos
While lighthearted, the concept recognizes that the pandemic may keep people cooped up for several more months, driving demand for creative outlets.
By Peter Adams • July 27, 2020
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Courtesy of Michelob Ultra
Michelob Ultra gives NBA fans a way to virtually attend live games
A digital experience with Microsoft Teams is part of a sponsorship agreement that makes the AB InBev brand the NBA’s official beer.
By Robert Williams • July 27, 2020
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“Medical disposable masks on wooden background” by Marco Verch Professional Photographer and Speaker is licensed under CC BY 2.0
Face masks in ads viewed favorably by consumers, study says
When ads have subtle mentions of masks, 48% of viewers expressed positive sentiment toward a brand, while 33% reacted negatively and 19% had neutral or mixed feelings.
By Robert Williams • July 27, 2020
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Retrieved from JanSport on July 09, 2020
Deep DiveBack-to-school marketing is more somber under COVID-19, but carries silver linings
Ads addressing activism, mental health and remote learning arrive in place of typically sunny seasonal fare, but they might resonate more with grounded Gen Z teens.
By Peter Adams • July 27, 2020
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Courtesy of Burger King
Burger King celebrates Christmas in July in new campaign
At a time when sales are beginning to rebound after a pandemic-related slowdown, the QSR brand is pushing two sandwiches for $5 that are enclosed in Christmas-themed wrappers.
By Dianna Christie • July 24, 2020
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Courtesy of Ball Park brand
Ball Park hot dogs’ social media push helps out-of-work stadium vendors
As baseball season kicks off with televised games and stadiums closed to the public, Ball Park is supporting vendors while helping fans re-create the game day experience.
By Dianna Christie • July 23, 2020
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Retrieved from American Eagle Outfitters on July 22, 2020
American Eagle channels TikTok culture for virtually produced back-to-school campaign
Shot entirely over Zoom, the seasonal push is spearheaded by a cast of non-professional kids as part of the brand’s #AExME platform.
By Peter Adams • July 22, 2020
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Courtesy of Wingstop Restaurants Inc.
Wingstop preps 24-hour virtual DJ party for National Chicken Wing Day
At a time when most summer festivals are canceled, the brand is tapping into the demand for live entertainment with a virtual event.
By Dianna Christie • July 22, 2020
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Courtesy of Coca-Cola
Coca-Cola plans to boost marketing as lockdowns ease and sales drop 28%
The beverage giant’s plans include eliminating “zombie brands,” ramping up advertising investment and scaling e-commerce and digital efforts.
By Robert Williams • July 22, 2020
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John Hazard and Lisa Burdige
Walmart, McDonald’s quietly pause ads on Facebook amid boycott, study says
Nine major brands that have paused Facebook advertising spent more than $335 million on the social network last year.
By Robert Williams • July 21, 2020
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Permission granted by Kind
Kind deploys birds, drones, hot air balloons to send out new frozen bars
“Queer Eye” star Antoni Porowski will help the health-focused brand for a product launch that leans into the surge in delivery under the pandemic.
By Peter Adams • July 21, 2020
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ijeab/Getty Images Plus via Getty Images
Back-to-school advertising activity drops 50% from last year, study says
As consumers continue to avoid in-store browsing, many back-to-school campaigns are moving to TV this year.
By Dianna Christie • July 21, 2020
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Retrieved from NBC on July 16, 2020
NBC spoofs its own ad pitch with ’30 Rock’ primetime special
Instead of a virtual presentation, NBCUniversal called in its roster of talent on Thursday night to reboot the sitcom and flaunt new ad offerings.
By Chris Kelly • July 17, 2020
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Courtesy of Old Spice
Old Spice embraces shaggy quarantine hair with humorous videos, influencers
A new “Hats are Dumb. Hair is Awesome.” campaign comes as many men have grown out their hair during pandemic-related barbershop closures.
By Dianna Christie • July 17, 2020
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Courtesy of Frito-Lay
Doritos kicks off football’s return with UGC compilation ad
In its first ad since the pandemic hit, the Frito-Lay brand will splice together fan submissions in a video during NFL Sunday Night Football on Sept. 13.
By Dianna Christie • July 16, 2020
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https://www.pexels.com/photo/adult-blur-boss-business-288477/
ANA: Content marketing budgets jumped before pandemic
The percentage of advertisers expressing a “strong commitment” to content marketing doubled to 52% from 26% two years earlier.
By Robert Williams • July 15, 2020
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Courtesy of Busch
Busch pays homage to tech keynotes to promote apple-flavored beer
Donning a flannel turtleneck, spokesperson Busch Guy debuts the apple-flavored beer in a video that parodies an Apple presentation.
By Dianna Christie • July 14, 2020
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Retrieved from @Nike on Twitter on June 02, 2020
Key marketing stats that define the 1st half of 2020
Campaigns, industry changes, spending and results from the first six months, broken down by the numbers.
By Marketing Dive • July 13, 2020
