Finally, a Cologne That Lets You Smell Like Bacon

The thick and musty playbook of marketing tactics contains a chapter that comparatively few brands have the nerve to consult. It concerns those gambits that, in the never-ending quest for the public’s attention, are–for lack of more tactful terminology–deliberately ridiculous. Case in point: the recent product reveal from the folks at Wright Brand, part of…

The Unavoidable Role for Brands in the Battle Over Abortion Rights

Over the last two years, brands have shown–with varying levels of comfort–a willingness to take definitive stances on issues from racism and voting rights to Covid-19 vaccine requirements to Russia’s war on Ukraine. Even if they give money to politicians legislating against the LGBTQ+ community, most major marketers promote Pride celebrations. But the battle over…

How Top NBA Draft Picks Leveraged College Marketing Deals in Their Rise to the Big Leagues

The first anniversary of the NCAA enacting its NIL (name, image, likeness) policy is approaching, and student sports stars entering the NBA will take a valuable lesson with them: They know their worth. The year-old rule change allows college athletes to profit like the pros from brand deals. The emergence of a more aware, business-savvy…

Mastercard Has Dropped an Album. Will People Listen?

It’s been a decade since consumers began conversing with voice-activated assistants Siri and Alexa. In all that time, brands have continued to struggle to find their own voices in this sonic revolution. Mastercard believes it’s cracked the code on breaking through. In a presentation at the Cannes Lions International Festival of Creativity, Mastercard unveiled an…

How a Little Ditty Written as a Goof Became one of TikTok’s Biggest Hits

A few weeks ago, Thomas Hewitt Jones had a double-take moment he’ll never forget. Jones was walking up the block near his home in South London when he passed a road gang working on the street. One of the men was whistling a tune–a daffy but strangely affecting little number he’d no doubt picked up…

Ally Bank Pledges Equal Opportunity Ad Spend for Men’s and Women’s Sports

While the gender gap in average wages has been steadily closing, a wide chasm still exists when it comes to men’s and women’s sports and advertising spend. Ally Bank is trying to address that disparity in its own way. And the online-only financial institution, which specializes in home and auto lending, aims to influence others…

Sony Revamps Playstation Plus, Adding Streaming-Style Tiers

Sony Interactive Entertainment is revamping its PlayStation Plus subscription service, adding new tiers in the style of streaming services. The new version of Playstation Plus essentially merges Sony’s PlayStation Now streaming and PlayStation Plus cloud gaming services. It will now have three tiers–Essential, Extra and Premium–priced from $9.99 to $17.99 a month, with discounts for…

To Win Battle for Women’s Closet Space, Commando Hires Brand Vet Lori Wagner as CMO

Commando, a women’s fashion brand that markets intimates, bodywear and ready-to-wear, is bringing in brand veteran Lori Wagner as chief marketing officer to expand the company’s global presence. She reports directly to Kerry O’Brien, Commando’s founder, head designer and CEO of South Burlington, Vermont. Wagner arrives with a range of experience at major fashion retailers….

Kraft’s Classic Comfort Food Just Got More Comforting

For the first time since its debut more than 80 years ago, Kraft Macaroni & Cheese has officially adopted the name most people have been calling it anyway: Mac & Cheese. The name change is accompanied by an updated logo featuring a noodle dripping with cheese and fresh packaging that features a solid blue color,…

PepsiCo Shuffles Internal Leadership, Rewarding Longevity

PepsiCo is shaking up the executive ranks among its various segments, including Frito-Lay and Quaker Foods, as the consumer packaged goods company looks to streamline leadership operations after two years of steady gains throughout the North American market. Starting on July 1, there will be a new president of PepsiCo Foods Canada (PFC), a new…

Razor Scoots Toward History and Community for First-Ever Brand Campaign

At the turn of the century, Razor scooters were all the talk on every local elementary school playground in America. Competing with ‘N Sync and Sony’s Playstation 2 in kid discourse was no problem as Razor’s product moved an estimated 5 million units in 2000. Now, the brand is looking to reclaim its status as…

Frieze Art Fair Finds Brand Balance by Mixing Nostalgia With Modernity and Expanded Access

Despite cyclical pandemic surges, inflation pressures and the lingering anxiety of returning to full-scale live events, the Frieze Art Fair’s agile recovery was successful. Evidence comes in the form of sold-out exhibitions in London, Los Angeles and New York, but the final judgment of its successful return comes from major brand partners that have stuck…

These Pride Campaigns Are Rooted in Brand Purpose

As Pride celebrations get underway, there’s also a cautious feeling given the political climate. What’s the right mood to strike? In general, there’s a sense of elation at being part of large gatherings again. But 2022 has also seen 39 states introduce more than 220 bills that would enshrine discrimination against queer people, including blocking…

How Brands Are Working With The Trevor Project to Help LGBTQ+ Youth for Pride 2022 (and Beyond)

Throughout the years, brands have struggled to showcase an authentic commitment to LGBTQ+ communities not just during Pride, but all year round. However, as Gen Z continues to lead today’s consumer trends, brands are in a unique position to make meaningful connections with LGBTQ+ youth. Brands like Macy’s, Abercrombie & Fitch and Harry’s have expressed…

The Secret to Brand Dominance for Apple, Google and Amazon? Diversification

While brands and agencies gird themselves for greater economic and regulatory uncertainty, the world’s biggest brands can take comfort in that even in the volatility of 2021, they all got bigger. But it’s the ways in which Apple, Google, Amazon, Microsoft and Tencent maintain their respective order as the top five most valuable marketers, according…

Call for Nominations for Brand Genius 2022

Adweek’s Brand Genius Award has stood as the marketing and branding world’s highest honors for roughly three decades. As we’ve done every year around this time, we’re asking our readers send us their picks for truly dynamic, groundbreaking brand builders. Each year, a distinguished panel of our senior editors convene to review those reader choices…

As Pizza Hut Leaves the NFL, Little Caesars Is Suiting Up

Food delivery has become one of the rituals for Super Bowl viewers with 59% of U.S. households likely to order food during the Big Game, according to virtual restaurant solution Nextbite. And pizza is king of the food categories as the most ordered cuisine (93%). Looking to take more slices out of the American pie…

Funko Takes Over Comic-Con—But First, It’s Taking Rival Collectibles Brand Mondo

Crypto and the stock market may be crashing, but collectibles show no signs of losing their value. It’s fitting then that Funko, the miner of pop culture figurines rendered in the brand’s recognizable black eyes and oversized heads, is bullish on its own grand growth plans. The Everett, Washington-based collectibles company is trying to pull…

Adweek’s Creative 100: The Most Innovative and Inspiring Individuals of 2022

There is never one singular entity to thank for stellar creativity. From burgeoning agency talent to industry thought leaders, prolific writers to onscreen icons, the art that sustains us is a community-wide accomplishment deserving of emphatic praise. Now in its eighth year, Adweek’s Creative 100 continues its celebration of today’s must-know creative professionals. These are…

Creative 100: Branded Content Innovators You Should Know

In a market that vocally craves more authenticity and less cringe-inducing fluff, creating effective content as a brand has never been more challenging. This year’s roster of branded content leaders earned a spot on the 2022 Creative 100 list for their ability to uniquely connect with (and, more notably, grow) their audiences while establishing a…