Deep Dive
Industry insights from our journalists
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Permission granted by Dunkin'
6 campaigns that broke through the creative rut of H1 2023
Though tightened advertiser budgets have spurred a sense of dullness, bets on buzzy tech, experiential displays and major refreshes seized the moment.
Peter Adams and Jessica Deyo • July 11, 2023 -
Joe Raedle/Getty Images via Getty Images
Culture wars rage on, forcing marketers to decide whether to reevaluate or retrench
The dual forces of the backlash to inclusive marketing and the rapid rise of generative AI could lead marketers to reconsider the role of brands and how to advertise in H2 and beyond.
Chris Kelly and Shaun Lucas • July 11, 2023 -
Shaun Lucas/Marketing Dive
Marketing in 2023: H1 by the numbers
Measurement uncertainty, budget changes and platform shifts were top of mind.
Jasmine Ye Han • July 11, 2023 -
Daphne Howland/Marketing Dive
How Target went from loud and proud — to silent
The retailer remains quiet after pulling some Pride merchandise due to safety concerns. LGBTQ+ groups and marketers say that sends the wrong message.
Daphne Howland • June 7, 2023 -
Courtesy of Maybelline
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.
Jessica Deyo • June 2, 2023 -
Retrieved from Unsplash on July 22, 2021
Mythbusting the JIC, weaponizing the MRC: What’s up with measurement?
Execs from a new industry consortium focused on persistent measurement issues have been touting their rapid progress and Nielsen's potential role.
Chris Kelly • May 15, 2023 -
Photo illustration: Bazooka Candy Brands; Industry Dive
How Bazooka Gum uses nostalgia to drive sweet success
More than 75 years after the iconic pink bubble gum first launched, it’s still popular for the flavor, texture and comics that made it famous — and that isn't likely to change.
Megan Poinski • April 19, 2023 -
Kinwun via Getty Images
Will metaverse marketing survive the current tech rout?
Brands remain active despite a lot of doomsaying, though experts agree they must prioritize compliance as platforms like Roblox tighten their policies.
Peter Adams • April 5, 2023 -
Courtesy of Rémy Martin
A new era for alcohol advertising gets a slow start
AB InBev ended its 33-year hold on alcohol advertising for Super Bowl LVII, inviting new entrants like Crown Royal and Rémy Martin to capitalize on the hype.
Sara Karlovitch • Feb. 17, 2023 -
Retrieved from M&M's on February 13, 2023
‘Safe, lazy, boring’: How Super Bowl LVII ads mostly fumbled
Celebrity fatigue was prevalent in a night overly reliant on famous faces doing goofy humor, while a handful of emotionally driven spots hit the mark.
Peter Adams and Chris Kelly • Feb. 13, 2023 -
RainStar via Getty Images
Has TV ad measurement’s day of reckoning finally arrived?
Major industry players have come together to push for alternative currencies, but Nielsen has proven resilient, even amid challenges to its monopoly.
Chris Kelly • Jan. 30, 2023 -
Spencer Platt / Staff via Getty Images
9 marketing trends to watch as 2023 tests transformation bets
Pivots to ad-supported streaming, alternative measurement currencies and new social platforms all face challenges as consumers simplify their choices.
Peter Adams, Jessica Deyo and Sara Karlovitch • Jan. 18, 2023 -
Permission granted by Casey's General Stores
C-store chains are betting on retail media in 2023. But at what cost?
On the heels of 7-Eleven announcing its first venture into the space, retail media promises to bring new growth and opportunities — as well as challenges — for c-stores.
Brett Dworski • Jan. 13, 2023 -
Retrieved from Old Spice on February 24, 2022
9 campaigns that boosted the mood in 2022
Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonald’s, Old Spice and Chipotle found a way to cut through the noise.
Peter Adams, Jessica Deyo and Sara Karlovitch • Dec. 12, 2022 -
Retrieved from 7-Eleven media kit.
Behind the making of 7-Eleven’s retail media network — and what c-store operators can learn from it
The chain’s Gulp Media is the first of what will likely be many retail media enterprises in the industry as companies wrestle with higher costs and an evolving digital landscape.
Brett Dworski • Nov. 28, 2022 -
FG Trade via Getty Images
Gift giving meets revenge living: Why experiences are so important this holiday season
Consumer spending this year could meet last year’s totals, but with fewer gifts expected to be given, landing the sale just got harder.
Jessica Deyo • Nov. 14, 2022 -
AndreyPopov via Getty Images
As retailers sell more ads, marketers’ frustrations and fears grow
Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants.
Peter Adams • Nov. 8, 2022 -
Phynart Studio via Getty Images
How an empowered creator economy is challenging marketers
Likes no longer equal success, authenticity sells and TikTok’s highest paid contributors just launched their own enterprise, leaving marketers on a continuous pivoting loop.
Jessica Deyo • Sept. 20, 2022 -
Courtesy of Molson Coors
Cold beer, hot planet: How two very different beer brands respond to climate change
Coors Light and Corona have become more environmentally friendly in ways that remain true to each brand's positioning.
Sara Karlovitch • Sept. 13, 2022 -
diane39 via Getty Images
Back-to-school challenges marketers as shoppers focus on savings
Brand loyalty is out the window amid economic distress, tasking brands and retailers to find new ways to court once-faithful customers.
Jessica Deyo • Aug. 10, 2022 -
Brian Bahr/Getty Images via Getty Images
Why NFL sponsors are reevaluating their relationship with the league
This year so far has brought an unusual number of change-ups in how advertisers support the league. Several factors lay behind the shift.
Sara Karlovitch • Aug. 3, 2022 -
MaximFesenko via Getty Images
On ice: How whiskey brands are marketing to a new crowd
The commercialized whiskey industry is hundreds of years old. If it’s going to survive another 100, the marketing playbook needs to change.
Sara Karlovitch • July 19, 2022 -
Courtesy of DHL
Why big agencies are investing in supply chain and inventory services
While pandemic-driven trends have given agencies a peek into clients' broader operations, getting buy-in for new services could be a challenge.
Aaron Baar • July 18, 2022 -
Courtesy of Domino's
7 campaigns that transcended the turmoil of H1 2022
Amid global conflict, domestic crises and the continued effects of the pandemic, many marketers struggled to connect with distracted consumers.
Chris Kelly, Sara Karlovitch and Jessica Deyo • July 12, 2022 -
Layla Bird via Getty Images
Marketers lost their creative verve amid deluge of challenges
Once-promising categories like crypto went silent due to an economic rout, while much of media investment flowed to performance channels that don’t inspire much in the imagination.
Peter Adams • July 12, 2022
