How Coca-Cola cooked up meals with ‘The Bear,’ Gigi Hadid and more

“A Recipe for Magic” was cited as an example of how Coke linked its brand to consumption occasions en route to 11% organic revenue growth in Q2.

By Chris Kelly • July 26, 2023

Pizza Hut mutates Twitch streamer into ‘Ninja Turtle’

As part of a tie-up with the film franchise’s latest entry, a VTuber will transform into Donatello during the chain's ongoing "Friday Night Bites" livestream.

By Chris Kelly • July 26, 2023

Gatorade teams with Meta, The Weather Channel for summer PSA

The PepsiCo brand also announced that it has named Laundry Service as its new agency of record across social media and digital.

By Jessica Deyo • July 25, 2023

TikTok, FIFA strike creator-driven content partnership for Women’s World Cup

The pair will collaborate with creators from 16 countries to help generate public and behind-the-scenes content for fans during the tournament.

By Aaron Baar • July 20, 2023

PepsiCo deepens soccer ties with EA Sports partnership

The multi-year, global tie-up elevates flagship brands Pepsi, Lay’s and Gatorade as partners of the forthcoming EA Sports FC video game.

By Sara Karlovitch • July 12, 2023

The Body Shop teams with HeadCount to continue purpose-driven work

The beauty retailer's roster of youth activists will utilize livestreams, digital storytelling and live events to spread the word about voting access.

By Chris Kelly • July 6, 2023

Cottonelle enlists Ken Jeong to turn brand ambassadors into ‘assvertisers’

The Kimberly-Clark brand will give four consumers $10,000 each and a pair of Cottonelle joggers in exchange for generating social content.

By Chris Kelly • July 5, 2023

Jack in the Box, Corona kick back for summer with help from Snoop Dogg

The ubiquitous brand ambassador serves as guide for an experience consumers can access by scanning QR codes on Corona products.

By Peter Adams • June 30, 2023

TikTok launches ‘Creative Challenge’ to provide more opportunities for creators

Creators will be able to pitch brands with their clips in the hopes of earning money via ad partnerships.

By Andrew Hutchinson • June 28, 2023

Pepsi fuses ketchup and cola to strengthen link to hot dogs for July Fourth

The sweet-but-tangy offering, which will be sampled at baseball stadiums, builds on a seasonal #BetterWithPepsi brand platform.

By Peter Adams • June 27, 2023

Taco Bell serves up Y2K nostalgia with Paris Hilton for Volcano Menu return

The chain will promote the spicy menu with a pre-recorded advice “Hot Line” featuring a celeb who made “that's hot” her catchphrase in the 2000s.

By Chris Kelly • Updated June 27, 2023

Malibu joins remix trend with update of ‘The Piña Colada Song’

Singer Jax lends a hand in refreshing an iconic warm-weather tune and celebrating the rum's role as a key ingredient in a popular tropical cocktail.

By Sara Karlovitch • June 22, 2023

Pinterest doubles down on vertical video for seasonal ad strategy

A tie-up with Westbrook Media will offer marketers co-branded video content inclusive of popular creators during the Halloween and winter seasons. 

By Jessica Deyo • June 15, 2023

Heinz connects with past viral stars for new sauce drops

To promote limited-time sauces, the brand enlisted internet celebs like Rebecca Black and William Hung for assets across TikTok and Instagram.

By Chris Kelly • June 13, 2023

Inside BIC’s sales-boosting social media play with ‘Vanderpump Rules’

A witty collaboration with cast member Ariana Madix set the highest social media engagement for BIC’s razor division within the past two years.

By Jessica Deyo • June 8, 2023

How legacy beauty brands are aging down to reach Gen Z

Ever-changing trends and flashy brands like E.l.f. Cosmetics are challenging giants like Estée Lauder and L'Oréal to draw from a new playbook.

By Jessica Deyo • June 2, 2023

Verizon-owned Visible launches Pride Month game show ‘No Straight Answers’

The ‘70s-inspired game show will stream on TikTok, Instagram and YouTube and challenges two teams to games like “LGBTQ&A” and “Slang Slam.”

By Aaron Baar • June 1, 2023

Inside American Eagle’s tie-up with ‘The Summer I Turned Pretty’

CMO Craig Brommers details why the retailer partnered with stars of the Prime Video series and how it’s experimenting with Reels and Lemon8.

By Jessica Deyo • June 1, 2023

LinkedIn emphasizes the power of networking in global push

Created with Droga5, “Find Your In” includes a minute-long spot and creator-led activation and arrives following a major round of layoffs at the company.

By Sara Karlovitch • May 30, 2023

Invisalign rejects the hassle of braces for creator-led social media push

“Stay Clear of Drama” enlists popular TikTok creators to share the perks of Invisalign compared to braces, like the ability to eat gummy candy.

By Aaron Baar • May 25, 2023

At Brandcast, YouTube weds power of NFL to creators like MrBeast

Convergence was a major theme at the 2023 presentation as the platform takes over NFL Sunday Ticket and contends with advertising headwinds.

By Peter Adams • May 18, 2023

Pepsi presses play on summer with Bad Bunny, Apple Music

The brand revealed a 90-second spot featuring the pop star as a lifeguard who can control pool-goers’ choreography with a bottle of cola.

By Chris Kelly • Updated June 1, 2023

NYX celebrates LGBTQIA+ gaming communities in new Pride campaign

The makeup company partnered with five different creators for “Game Out Loud” which spans several digital platforms, including Roblox and Twitch.

By Sara Karlovitch • May 16, 2023

Candy Crush ‘candifies’ the Jonas Brothers for gaming tie-up

Players will have access to two unreleased songs by the pop trio in addition to an in-game exclusive remix of new single “Waffle House.”

By Aaron Baar • May 11, 2023

How Taco Bell feeds hungry musicians and helps them ‘Live Más’

In partnership with entertainment marketing agency The Syndicate, Feed The Beat connects the culture-focused brand with diverse artists and their fans.

By Chris Kelly • May 4, 2023