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 display and influencer channels. The launch coincides with refreshed packaging and an expanded teriyaki portfolio, including sauces, marinades and glazes. Kikkoman reported FY 2025 revenue of ¥552.809 billion (about $3.5 billion).
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...
Coca-Cola Says ‘I’d Like to Buy America a Coke’ in America250 Campaign
Coca‑Cola has launched a year‑long America250 partnership to celebrate the United States’ 250th birthday, anchored by a three‑minute anthem video titled “Drink In America.” The campaign rolls out limited‑edition bottles and the brand’s first collectible mini‑cans, each showcasing state‑specific artwork...
Bic Reignites ‘Flick Your Bic’ Tagline for a New Generation
Bic is reviving its classic “Flick Your Bic” tagline with a new “Waxy Saxy” ad that positions the lighter as a romance‑spark for candle‑lighting moments. The 30‑second spot, created with Doner, modernizes the 1970s catchphrase while showcasing pocket, EZ Reach...
Go Figure: 3 Big Marketing Numbers From March
In March, forecast data showed Instagram’s ad revenue growth could fall from 27% YoY in 2026 to just 15.5% by 2027, a drop of over ten percentage points, while Facebook faces sub‑10% growth. Papa John’s announced a $22 million investment in...
How MLB Is Leveraging Automation and Data to Enhance Fan Messaging
Major League Baseball has deepened its partnership with Adobe to automate fan‑engagement marketing across all 30 clubs. The expanded deal adds Adobe's GenStudio performance‑marketing platform, Firefly Services creative tools, and an LLM Optimizer for AI‑driven search visibility. Teams will use...
E.l.f. Promotes Affordable Beauty with True Crime-Inspired Mockumentary
E.l.f. Cosmetics launched a 10‑minute true‑crime mockumentary called “Vanity Vandals” to spotlight vanity clutter caused by its low‑priced products. The film premiered at the TCL Chinese Theatre with a live Twitch watch party and is supported by a Roblox experience,...
Coca-Cola Reasserts Fast-Food Dominance over Pepsi in New Campaign
Coca‑Cola launched the national "And a Coke" campaign, uniting more than a dozen quick‑service restaurant partners such as Domino’s, Popeyes and Wendy’s. The three 30‑second spots debuted in cinemas on April 3 and will expand across TV, digital, social and delivery...
How Scotts Miracle-Gro Evolves Marketing as Gardening Goes Year-Round
Scotts Miracle‑Gro is reshaping its marketing to treat gardening as a year‑round activity, allocating $25 million to media, digital and R&D. The company reported a 4% drop in U.S. consumer net sales to $328.5 million in Q1 2026, yet beat estimates and expects...
How Brands and Agencies Are Operationalizing AI as the Tech Matures
Three years after ChatGPT’s debut, advertisers are moving from questioning AI to deploying it at scale. WPP’s "WPP Open" initiative has centralized AI governance at the holding‑company level, streamlining creative, media and production workflows. Yum Brands has built an "AI...
Mike’s Hard Lemonade Looks to Win over Gen Z with Animated Lemons
Mike’s Hard Lemonade unveiled a new creative platform featuring animated lemon mascots—Sonny, Cal, and Tina—to win over Gen Z. The launch coincides with the debut of Mike’s Dirty Lemonade, a 4.5% ABV, non‑carbonated line inspired by the dirty‑soda trend. The campaign...
Fanta Reaches Out to Gamers with Xbox Anniversary Collaboration
Fanta, a Coca‑Cola brand, has launched its first global gaming‑focused campaign by teaming with Xbox to celebrate the console maker’s 25th anniversary. The partnership introduces limited‑edition cans adorned with characters from Halo, Call of Duty, Diablo IV and other titles, each...
Albertsons on Its ChatGPT Ads Test and Push for Retail Media Transparency
Albertsons Media Collective made its debut at the IAB NewFronts, using the stage to spotlight its nationwide grocery footprint of over 2,200 stores across 13 of the top 15 U.S. markets. The unit released a joint report with Ovative Group...
Mars Gum Brands Mix Memes, ‘Borrowed Nostalgia’ in Global Campaign
Mars Snacking’s OEFY gum portfolio launched the global “Total Overthink of The Head” campaign, remixing Bonnie Tyler’s 1983 hit and weaving in viral memes to speak to Gen Z’s overthinking moments. The initiative, developed with BBDO Chicago and Omnicom, forms...
The Battle for Attention on CTV: Premium Video Platforms Vs. YouTube
Connected TVs will be in 83% of U.S. households by 2027, prompting advertisers to lift CTV spend, with 70% planning a 17% increase in 2026. A VAB‑TVision study of 21 premium video platforms versus YouTube measured hard‑working impressions—co‑viewing, attention, and...
How to Turn the Insights You Already Have Into Better Commercial Outcomes
A global beauty brand shifted a large portion of its media budget to influencer and social channels to win Gen Z, but sales stalled despite higher engagement. The post‑campaign analysis showed the brand ignored existing consumer research that highlighted the continued...
Ferrero Plans Largest Marketing Commitment to Date for World Cup Push
Ferrero North America announced its largest ever marketing spend, a $100 million “Go All In” campaign tied to the 2026 FIFA World Cup and Easter. The promotion, starring Tom Brady, invites shoppers to scan QR codes on Ferrero products for a...
How Coca-Cola Embraces a Challenger Mindset to Market Mr. Pibb
Coca‑Cola has revived its spicy cherry soda, Mr. Pibb, after a two‑decade run as Pibb Xtra. The brand launched a national campaign featuring NBA legend Scottie Pippen to challenge the notion that the drink is “second best.” The 30‑second ad,...
Hispanic Consumers and Mobile In-Game Ads: Here’s What the Numbers Say
Portal Latino’s December 2025 survey of 1,691 Hispanic consumers reveals that 81% play mobile games weekly, with 61% gaming at least five days a week. Hispanic gamers show a strong appetite for culturally resonant titles, with 77% preferring games that reflect...
‘Dumb Is Hard to Replicate’: How Garage Beer Wins with Content, Community
Garage Beer is turning absurd, low‑budget content into a growth engine, from the "Attorney at Lager" March Madness spot with Jay Bilas to a Super Bowl ad that quickly pivoted to horse‑themed merchandise. The brand’s weekly Instagram series "Thank Garage...
How Crumbl Leveraged CTV to Drive Mobile App Downloads
Crumbl’s inaugural connected‑TV campaign, run with Samsung Ads, delivered more than 16,000 mobile‑app downloads—213% above its goal—over a seven‑week period. The CTV‑to‑Mobile solution used machine‑learning to place ads across Samsung TV Plus, mastheads and other screen‑first environments. In the first week...
Colgate Aims for Stressed Millennials with Campaign About Resilience
Colgate launched the "Your Smile Is Your Strength" campaign on March 19, targeting millennials who juggle caregiving and work. The multi‑platform effort spans linear TV, YouTube TrueView, Disney CTV, Meta Moment Maker and TikTok Top Feed, and includes more than 30...
Patrón Ties Spirits to Filmmaking Craft in Ads Led by Guillermo Del Toro
Patrón Tequila has launched a global campaign titled “The Perfect Pour,” directed by Oscar‑winning filmmaker Guillermo del Toro, marking his first television commercial. The ad features del Toro overseeing a set staffed by animated skeletons, tying his meticulous storytelling to Patrón’s handcrafted,...
How Coca-Cola’s World Cup Marketing Is ‘De-Averaging at Scale’
Coca‑Cola North America is deepening its FIFA World Cup partnership by placing Panini collectible stickers on 20‑ounce Coke and Coke Zero Sugar bottles, reviving a soccer‑sticker tradition that dates back to 1970. The activation, rolling out from April 20, features...
Beverage Marketer Sees Cost Savings with Agentic Media-Buying Test
PubMatic and Butler/Till executed Geloso Beverage Group’s first fully autonomous, AI‑driven media campaign using the AgenticOS platform. The test cut buy‑side supply‑chain costs by 5.5× while delivering a 98% video‑completion rate and 40% more impressions than planned. Quality metrics were...
Sprite Reclaims NBA Soft Drink Sponsorship in Blow to PepsiCo’s Starry
Coca‑Cola’s Sprite has reclaimed its role as the NBA’s official soft‑drink sponsor, ending a three‑year stint by PepsiCo’s Starry. The multiyear agreement activates immediately, giving Sprite presence at marquee NBA events, international games, and digital fan experiences. The partnership revives...
Lands’ End Names First CMO in Nearly a Decade Amid Turnaround Push
Lands’ End appointed Sarah Sylvester as its first chief marketing officer in nearly ten years, signaling a renewed focus on brand building amid a turnaround. Sylvester, formerly executive vice president of marketing at Victoria’s Secret, brings over 20 years of...
Nielsen: Sports Continues to Prop up Ad-Supported TV
Nielsen’s Q4 2025 data shows sports accounted for nearly 30% of all ad‑supported TV viewing, far outpacing non‑sport broadcast, cable and streaming. The NFL, college football and MLB postseason drove the surge, while streaming platforms captured 66.7% of ad‑supported viewing among...
Profitable Growth Is Getting Harder for CPG Brands. Here’s Where to Look First.
CPG brands are finding profitable growth increasingly elusive as rising input costs, omnichannel complexity, and retailer demands compress margins. The article outlines six focus areas—high‑margin SKU prioritization, channel‑specific P&L analysis, frequent COGS reviews, cash conversion cycle mapping, disciplined funding, and...
Campaign Trail: Benjamin Moore Paints a Timeless Picture of Growing Up
Benjamin Moore, the Berkshire Hathaway paint brand, has launched its latest “Timeless” campaign under the long‑running “See The Love” platform. The emotionally‑driven ads focus on family longevity, using a sister‑brother narrative shot on 35 mm film and distributed across broadcast, digital,...
Zevia Doubles Down on AI Satire in Ads Starring Creepy Robot Coworker
Zevia launched the “Real Soda for Real Humans” national campaign, featuring a creepy robot coworker that mocks AI and artificial ingredients. The ads run on connected TV, Meta, YouTube and include a CAPTCHA‑style activation at SXSW, highlighting new flavors like...
TreSemmé Links with ‘The Devil Wears Prada 2’ for Affordable Luxury Push
TreSemmé unveiled the "Get Your Hair on the A‑List" campaign, linking its A‑List Collection to the upcoming *The Devil Wears Prada 2* sequel. The 30‑second spot starring podcaster Paige DeSorbo and designer Christian Siriano will run on social, digital, TV and during the...
Why Dove Turned Reddit Product Feedback Into a Real-World Campaign
Dove turned the first 50 Reddit reviews of its Intensive Repair 10‑in‑1 Serum Mask into the "r/eal reviews" campaign, publishing the comments across digital and in‑person channels. The brand embraced both praise and criticism to highlight its confidence in the...
How Celsius Is Building Brands — Not Just Beverages — as Growth Surges
Celsius Holdings posted a record $2.5 billion revenue for 2025, an 85% jump that lifted its U.S. energy‑drink share to roughly 20% in Q4. The growth was driven by the recent acquisitions of Alani Nu and Rockstar Energy, expanding the portfolio beyond...
Coors Banquet Returns to Live Sports Marketing Following Growth Spurt
Coors Banquet has logged five straight years of volume growth, driven largely by Gen Z and younger drinkers. To capitalize on this momentum, Molson Coors is boosting its media budget with a double‑digit increase and re‑entering live‑sports advertising during the 2026 MLB...
Creators Work, but Measurement Doesn’t — Yet
Creator marketing has become a primary growth engine, with U.S. ad spend projected at nearly $44 billion this year, outpacing other digital media. However, the measurement infrastructure lags, relying on fragmented platform metrics, affiliate links, and isolated brand lift studies that...
Old Spice Reworks Boyz II Men Song for Sequel to Clingy Moms Campaign
Old Spice has launched “The End of Adolescents,” a sequel to its 2014 “Mom Song” campaign, featuring a reworked Boyz II Men classic in an R&B‑styled spot. The 60‑second commercial promotes the brand’s new Swagger Signature Scent Control system, which lets users...
Why Tecovas Made a Short Film About Texas Instead of a Traditional Ad
Western bootmaker Tecovas is shifting its marketing play by releasing a 14‑minute short film titled “Love Letter to Texas,” written and directed by Jeff Nichols and starring Ryan Bingham with narration by Sissy Spacek. The film premiered at the South‑by‑Southwest...
Horizon Media Pilots AI Solution to Detect Cultural Shifts Mid-Campaign
Advertising agency Horizon Media has begun piloting an AI solution jointly developed by marketing‑intelligence firm Sightly and AI‑research company Vurvey Labs. The platform merges Vurvey’s real‑time human sentiment model with Sightly’s cultural and contextual media data, allowing agencies to spot...
Burger King Names 2 New Agencies Following Viral Whopper Bite Moment
Burger King has tapped Mojo Supermarket as its U.S. social agency of record and Praytell as the public‑relations AOR, aiming to accelerate real‑time, culturally resonant content. The new partners quickly proved their impact with a viral video of President Tom...
Anheuser-Busch Boosts Marketing Efforts Through Extended MLB Tie-Up
Anheuser‑Busch has extended its partnership with Major League Baseball through 2032, adding official vodka and tequila canned‑cocktail sponsorship for its Cutwater and NÜTRL RTD brands. The agreement grants non‑exclusive advertising rights on MLB.TV streams, digital platforms, All‑Star Week and the...
Why Unleashed Brands Tapped VaynerX to Pump up Social Media Marketing
Unleashed Brands, the youth‑enrichment operator behind Urban Air Adventure Parks, appointed former Burger King CMO Pat O’Toole as chief marketer and enlisted VaynerX to overhaul its social media strategy. Moving away from a purely lower‑funnel, conversion‑heavy approach, the partnership launched...
Influencer Pay Lacks Transparency: Here’s What the Numbers Say
Marketers are increasingly splitting influencer efforts between in‑house teams and agencies, with 52% adopting a hybrid approach and 16% moving fully in‑house. Only 25% of agencies tie compensation to key performance indicators, and just 51% of marketers have full visibility...
Domino’s Redefines Celebrity Meals in Social-First Campaign
Domino’s is rolling out a social‑first campaign that showcases influencer‑crafted pizza combos ahead of March Madness, promoting its under‑$10 “Best Deal Ever.” The initiative pairs creators like Jesser, Trisha Paytas and Courtney Cook with college basketball players, and includes a partnership with...
How Ford Is Accelerating Its Global Campaign Amid Return to Formula 1
Ford is re‑entering Formula 1 after more than two decades, partnering with Oracle Red Bull Racing and extending its global "Ready Set Ford" campaign. The automaker is abandoning traditional TV spots in favor of Apple TV’s sequential ad format, creating a micro‑docuseries that links F1...
Graza Olive Oil Enters New Category with Largest Paid Campaign to Date
Graza, the fifth‑largest U.S. olive‑oil brand, has unveiled its largest paid marketing effort, the “Seriously Serious” campaign, to launch a new line of olive‑oil mayonnaise. The campaign features absurdist TV and streaming spots, a $250,000 Grand‑Prize sponsorship of Bravo’s Top Chef,...
How Brooks Brothers Is Refreshing the Oldest Apparel Brand in the US
Brooks Brothers, the United States' oldest continuously operating apparel brand, launched the "Make It Yours" campaign to reposition itself for a new generation of shoppers. The initiative emphasizes individuality while honoring the label's heritage, showcasing classic items such as Oxford...
Inside Mercedes-Benz’s Custom Amazon Prime Video Ads Push Around the NBA
Mercedes‑Benz USA teamed with Amazon Ads to launch a series of custom creative spots that aired during Prime Video’s NBA broadcasts in January and February, featuring Dirk Nowitzki showcasing GLS features. The campaign targets younger, diversified luxury buyers by leveraging live‑sports...