Campaign Trail: Tecate Empowers Repatriated Mexicans
Mexican beer brand Tecate launched the "Welcome Back, Paisano" campaign to spotlight the labor void created by the recent deportation of roughly 170,000 Mexican workers from the United States. The satirical ads depict U.S. employers lamenting the loss of Mexican labor while repatriated Mexicans joke about their reputation. Tecate partnered with its convenience‑store arm Tiendas Six and nonprofit FUNDES to create an employment program, pledging to hire 130 repatriated workers over the next 24 months. The effort blends purpose‑driven branding with concrete job creation.
E.l.f. Spotlights Competitive Dance with New Sponsorship
e.l.f. Cosmetics has signed a founding partnership with the International Dance League (IDL) for its 2026 season, creating a joint content studio and serving as the league’s livestream partner. The deal includes on‑site makeup services focused on Power Grip Primer...
Papa Johns’ CMO on Driving Cultural Relevance with a ‘Toy Story’ Tie-Up
Papa John’s has struck a global partnership with Disney and Pixar to promote the June 19 release of “Toy Story 5.” The campaign, rolling out in more than 40 countries, features three limited‑edition collectible pizza boxes, character‑inspired menu items such as the new Rootin’ Tootin’...
Amazon, LinkedIn Help Advertisers Reach Professionals via CTV Ads
Amazon Ads and LinkedIn have launched a collaboration that integrates LinkedIn’s first‑party audience data into Amazon’s demand‑side platform for connected‑TV inventory. Through Microsoft’s Monetize SSP, advertisers on Amazon DSP can now target LinkedIn’s 1 billion‑plus members by job title, industry and...
Fox’s Refreshed Pitch to Advertisers Connects Fandoms to Outcomes
Fox Advertising unveiled a refreshed brand platform and visual identity that consolidates its five verticals—Fox Sports, Fox News, Fox Entertainment, Tubi and Fox One—under the tagline “Turn Passion into Performance.” Developed with agency Sibling Rivalry, the new system highlights energy,...
Lay’s World Cup Marketing Strategy Focuses on ‘Scaled Intimacy’ with Fans
Lay’s has entered the FIFA World Cup arena as a global sponsor, launching the second phase of its “No Lay’s, No Game” platform. The campaign pairs star‑studded ads—featuring David Beckham, Lionel Messi, Steve Carell and others—with a real‑world watch‑party stunt in...
Toyota Merges Four Distinct Campaigns in EV Push
Toyota is launching a multipart advertising push that merges four separate creative campaigns to promote its all‑electric lineup. The effort, handled by Burrell, Saatchi & Saatchi, Intertrend and Conill, targets diverse audiences including EV skeptics, small‑business owners, Asian American and...
Why American Family Insurance Made a Reality Competition Series for Hulu
American Family Insurance partnered with Disney Advertising to launch “Designed To Last,” a four‑episode reality competition premiering May 5 on Hulu. The show pits architects, engineers and inventors against design challenges focused on home‑preparedness for threats like wind, fire and ice,...
DoorDash Delivers Memes, Reality TV Moms for Mother’s Day Campaign
DoorDash launched a Mother’s Day campaign that mixes meme‑driven video spots with a reality‑TV‑style series called “The Real Moms of the Group Chat.” The multichannel effort, built with Loop, Get Engaged Media and Gut Los Angeles, runs on Instagram, TikTok and...
How Qualcomm Is Building an Iconic Consumer Brand for the AI Era
Qualcomm has unveiled the "Snapdragon. That’s How" campaign, created with agency 72andSunny, to position its Snapdragon brand as the go‑to processor for PCs in the AI era. The ads feature relatable scenarios—from a freshman to a maid‑of‑honor—showcasing Snapdragon‑powered devices shot...
Elev8 Broker: Brand Launch with Sky-High Ambitions
Elev8, a new global brokerage, unveiled an audacious launch that included executing the first CFD trade at 30 km altitude via a stratospheric balloon. The brand’s identity pivots on the “E8” monogram, a slash‑cut logo that conveys elevation and enhances visual...
Go Figure: 3 Big Marketing Numbers From April
CEO confidence in the CMO role slipped to 43% for 2026, signaling growing skepticism among senior leaders. At the same time, Modelo is committing a seven‑figure investment to sponsor every pre‑match broadcast of the 2026 FIFA World Cup on Telemundo,...
Meta and Google Ad Revenues Soar Thanks to AI, but Big Picture Is Blurry
Google and Meta posted strong Q1 ad revenue, beating forecasts. Google’s ad revenue rose 15% to $77.25 billion, driven by 19% search growth and 11% YouTube growth. Meta’s ad revenue jumped 33% to $55 billion, sparking talk it could overtake Google. Both...
How Nestlé Turns Creator Content Into Brand-Suitable Ads at Scale
Nestlé has launched an integration between CreatorIQ and CreativeX that uses AI to grade influencer content for paid‑media suitability. The system streams creator submissions from CreatorIQ to CreativeX, scores them against Nestlé’s branding, storytelling and effectiveness criteria, and feeds the...
Grubhub Centers Value in Monthlong Loyalty Push with Anomaly
Grubhub launched a month‑long "Gold Digging Season" promotion, offering its premium Grubhub+ subscription for $0.99 instead of the usual $9.99. The deal provides exclusive discounts at major restaurants, $50 off $100 grocery orders via Instacart, and special Blue Apron meal‑kit...
Expedia Bets on Creator-Led Marketing with IShowSpeed Partnership
Expedia has signed a global partnership with livestream star IShowSpeed to capture Gen Z travelers, launching a Caribbean‑focused, 12‑hour livestream and a dedicated Exspeedia.com hub. The campaign blends real‑time travel discovery with fan‑driven interactivity, allowing users to watch behind‑the‑scenes footage, book...
Coors Light Elongates Name to Celebrate World Cup Goals
Coors Light launched “The Coooors Call” campaign timed with the 2026 World Cup, using the iconic elongated “goal” chant popularized by Andrés Cantor. The 30‑second Droga5 spot will air on TV, digital, out‑of‑home and in‑stadium activations, while inviting fans to...
Snowflake Helps Unlock Data Collaborations with Consent Signals From OneTrust
Snowflake and privacy‑governance leader OneTrust have teamed up to embed OneTrust consent signals directly into Snowflake’s Data Clean Rooms. The integration makes consent data actionable across analytics, activation and data‑sharing workflows, helping marketers ensure privacy‑first collaborations. OneTrust, used by more...
WPP Says Turnaround Is Making Early Progress, but There’s a Long Road Ahead
WPP released its first trading update since the February Elevate28 overhaul, showing early signs of progress but acknowledging a long path ahead. Like‑for‑like revenue fell 6.7% to £2.3 bn (about $2.9 bn) and media revenue dropped 8.5% as major clients left. The...
Buchanan’s Celebrates Latino Community, Culture Ahead of World Cup
Buchanan’s, a Diageo Scotch brand, has launched a World Cup‑centric campaign with Latin music star Rauw Alejandro, featuring his new track “Dando Vueltas.” The initiative includes a music video, a limited‑edition bottle designed with Kids of Immigrants, and the “Buchanita” cocktail served...
Celsius Unites Sports, Music and Culture Ahead of Soccer-Centric Summer
Celsius launched a new ad campaign featuring soccer stars, DJ Diplo and creator Marlon Garcia, promoting its limited‑time Electric Vibe flavor with the tagline “Live. Fit. Goal.” The 30‑second spot, “The Surge,” will run across TV, digital and out‑of‑home channels...
The Pros and Cons of Adding AI to First-Party Experiences
Major retailers such as Dick’s Sporting Goods, Ulta Beauty and The Home Depot are rolling out conversational AI features in their apps and in‑store services. Forrester research shows 85% of consumers find AI answers helpful, yet only 71% trust them,...
How ‘Devil Wears Prada 2’ Designed a ‘Fashion Collection’ of Brand Partners
Disney is turning the May 1 release of “The Devil Wears Prada 2” into a multi‑brand fashion collection, locking in more than a dozen partners from beauty, tech, beverage and luxury sectors. The studio built bespoke co‑branded ads, digital experiences and limited‑edition...
Campaign Trail: 1664 Taps Multiple Robert Pattinsons to Examine Good Taste
Carlsberg’s 1664 Blanc brand launched “A Question of Good Taste,” a 60‑second spot starring Robert Pattinson playing multiple Parisian neighbours. The ad, created by Fold7 with director Brady Corbet, uses contrasting characters to illustrate that taste is subjective, while all agree on a...
Aerie Ups Commitment to Authenticity with Enhanced Creator Program
Aerie has launched the Realmakers Community, a creator program that invites U.S. influencers with at least 1,500 followers on Instagram, TikTok, YouTube or Pinterest to earn commissions, receive product seeding, and attend brand‑led events. The initiative, built with the Duel...
Home Depot Helps Advertisers Reach DIY Audiences on Reddit and Pinterest
Home Depot’s Orange Apron Media (OAM) network is expanding its retail‑media capabilities with two off‑site partnerships. An industry‑first integration will feed OAM’s first‑party shopper data into Reddit’s ad inventory, allowing brands to launch campaigns through the Orange Access portal. A...
What Marketers Need to Know as Branded Films Return to Screens
Branded films are making a strong comeback in 2024, with major marketers such as Heineken, e.l.f., L’Oréal, Tecovas and Texas Pete allocating sizable budgets to long‑form documentaries, mock‑documentaries and western‑style shorts that debut at festivals and on digital platforms. These productions...
How Nestlé’s US CMO Keeps Tabs on Changing Consumer Tastes
Nestlé USA’s chief marketing and innovation officer Vicki Felker is steering the food giant into new at‑home categories, debuting Minor’s Kitchen sauces for pantry use and expanding frozen‑food offerings. The company is leveraging AI‑powered consumer segmentation and rapid‑testing tools to...
Burger King Returns to ‘Star Wars’ Galaxy as Turnaround Push Endures
Burger King has teamed with Disney’s "The Mandalorian and Grogu" to launch a limited‑time menu and multichannel campaign tied to the May 22 theatrical release. The promotion features items such as a BBQ Bounty Whopper in a helmet‑shaped carton, Grogu’s Blue...
Snickers Extends ‘Hungry’ Platform Around Peanut Butter Products
Mars’s Snickers brand rolled out a new "Stuck" campaign spotlighting its Peanut Butter and Peanut Butter Ice Cream lines, emphasizing the products' creamy‑crunchy texture. Developed by BBDO New York, the ads run across TV and major social platforms. Simultaneously, Snickers...
Heinz Kicks Off NFL Deal by Inducting 57th Draft Pick Into New Club
Heinz has become the NFL’s inaugural global condiment partner, launching a city‑wide out‑of‑home campaign in Pittsburgh for the 2026 Draft. The effort features more than 150 billboards, a “Taste of Pittsburgh” pop‑up, and a partnership with Hall of Famer Devin Hester,...
‘We’re Not Nespresso’: Inside Green Mountain Coffee Roasters’ New Campaign
Green Mountain Coffee Roasters, part of Keurig Dr Pepper, launched the "That's Green Mountain Good" campaign on April 20, featuring a new mascot—a green mountain goat named Bruce—to highlight farm‑grown coffee origins. Developed by a Publicis Groupe‑led team, the 30‑second spot...
Maximizing the Transaction Moment: Why the Point of Purchase Is Retail’s Most Undervalued Growth Lever
Retailers are rethinking the point of purchase, labeling it the Transaction Moment—a window where trust, attention, and intent peak. By embedding relevant, brand‑controlled offers into checkout and confirmation pages, companies like Backcountry generate $0.25‑$0.35 incremental revenue per transaction without new...
Black Representation Drives Brand Opportunities: Here’s What the Numbers Say
A Nielsen study reveals Black consumers are far more responsive to ads that reflect their culture, with 66.6‑76% saying they pay extra attention versus 45.8% of the general population. Seventy percent will abandon brands that devalue their community, and expectations...
Target Puts Creators at Forefront of Pokémon Anniversary Campaign
Target is launching a 100‑item Pokémon × Target collection to mark the franchise’s 30th anniversary, rolling out May 2‑June 6 in select stores and online. The campaign puts social creators such as Sydeon and SuperDuperDani front‑and‑center as “trainers,” extending the promotion across social, digital,...
How Amika’s Marketing Aims to Make Prestige Hair Care More Approachable
Amika launched the "On Your Wavelength" campaign on April 3, centering stylists instead of celebrities to showcase its top hair‑treatment line. The initiative coincides with the brand’s rapid growth after its Ulta debut, where it quickly became the retailer’s No. 2 prestige...
How Mondelēz Is Engaging with ‘Mini Super Bowl Moments’ During World Cup
Mondelēz International, which generated roughly $38.5 billion in revenue last year, is leveraging the 2026 FIFA World Cup with a "Summer of Soccer" campaign that treats high‑profile matches as "mini Super Bowl moments." The initiative pairs snack brands such as Chips...
Inside American Eagle’s Latest Bet on Sydney Sweeney for Its Summer Campaign
American Eagle has launched "Syd for Short," a summer campaign featuring actress Sydney Sweeney to promote denim shorts and new custom styles. The 15‑second spot, backed by social‑listening data, targets Gen Z’s craving for calm amid a noisy cultural climate. The partnership...
Publicis Addresses Trade Desk Spat, Calls Sora Shutdown ‘Symbolic’
Publicis Groupe posted a 4.5% year‑over‑year rise in organic net revenue for Q1, marking its 20th consecutive quarter of growth, and reaffirmed full‑year guidance of 4%‑5% growth despite the Middle East conflict. CEO Arthur Sadoun said advertisers are maintaining spend...
Smashburger Hires Newcomer Agency Understory Amid Creative Revamp
Smashburger, the Denver‑based fast‑casual burger chain owned by Jollibee, has appointed the newly formed agency Understory as its creative partner. The move follows a recent brand overhaul that introduced a new logo, color palette and the "Belief is in the...
Archer Teams with ‘Mandalorian and Grogu’ for First Entertainment Deal
Archer Meat Snacks announced its first entertainment partnership, teaming with the upcoming theatrical release *Star Wars: The Mandalorian and Grogu*. The multi‑channel campaign includes three co‑branded snack packs, a 30‑second ad spot on Disney+ and sports playoffs, and a QR‑code reward that gives...
Popeyes Bites Into Anime Fandom with ‘One Piece’ Collaboration
Popeyes announced its first anime partnership, teaming with Toei Animation’s One Piece. The collaboration launches a limited‑time menu named after the Straw Hat crew, exclusive bento‑box packaging and merchandise available in select U.S. markets. The move targets Gen Z, leveraging the...
How Jake From State Farm Made His TV Debut in Netflix’s ‘Running Point’
State Farm has teamed with Netflix for an integrated campaign around the sports comedy series “Running Point,” featuring its mascot Jake from State Farm in a first‑ever TV debut within the show. The partnership includes a co‑branded pre‑roll spot starring...
Campaign Trail: Cheetos Soundtracks a Heist with Megan Thee Stallion, Nickelback
PepsiCo revived its Flamin’ Hot Dill Pickle Cheetos as a permanent SKU after it became the fastest‑selling limited‑edition flavor in brand history. To celebrate the comeback, the company and agency Gut Miami produced a four‑minute music video titled “Pickle’s Back,”...
Fever-Tree Mixers Celebrate Mixology with First US Creative Platform
Fever‑Tree has launched its first U.S. creative platform, “Mix With The Best,” developed with Droga5 and backed by Molson Coors, which took an 8.5% stake for $89 million. The campaign runs across TV, online video, and social, targeting events such as...
Will ChatGPT Ads Become a Meaningful Part of the Performance Media Mix?
ChatGPT advertising is entering the performance media arena, drawing early spend thanks to its large, intent‑rich audience. The article argues that lasting budget allocation will depend less on user numbers and more on the ability to measure outcomes against other...
Kikkoman Embraces Gen Z’s Love of Japanese Culture in New Campaign
Kikkoman has unveiled a multiyear, anime‑inspired campaign called “Unleash Legendary” aimed at Gen Z home cooks. Developed with agency BSSP, the effort features a 30‑second spot voiced by Christopher Sabat and two 15‑second videos, running across YouTube, paid social, connected TV, programmatic...
Five Guys Serves up Largest Integrated Brand Campaign to Date
Five Guys unveiled its "Your Burger Guy" campaign, the chain’s largest integrated brand effort to date, featuring three 30‑second spots and a multi‑channel rollout across film, social, digital, audio and in‑store media. Developed by independent agency Chemistry, the campaign leans...
KFC’s Colonel Dances in the Name of Affordable Fried Chicken in New Ads
KFC introduced a new music‑driven campaign featuring the single “Finger Lickin’ Machine,” starring Colonel Sanders dancing to promote its Value Feast menu. The ad includes an extended music‑video style spot and limited‑edition physical copies handed out in Los Angeles to...
Brooks CMO on Shaping a Global Brand Vision, with Help From Cynthia Erivo
Brooks Running, a century‑old challenger to giants like Nike, posted record growth in 2025 and broadened its CMO Melanie Allen's remit to steer a global brand vision and retail rollout. The company launched the "Shine Under Pressure" campaign starring actress‑runner...