When Gillette released a new ad condemning toxic masculinity, the brand knew it was igniting controversy. But its ultimate goal is something deeper.
How Pedialyte’s Marketing Grew Up
The drink has now become a hangover cure for college students.
Remember Book It!? Behind Pizza Hut’s Campaign Focused on Kids and Reading
The story behind Pizza Hut’s Book It! campaign and how the brand used one executive’s passion to create a lasting marketing tool rooted in nostalgia.
Everybody Knows ‘Got Milk?’ — Does that Make it Successful?
The Got Milk? campaign was a runaway success by every measure – except the one that actually matters. It didn’t drive people to drink more milk.
How Campbell’s Conquered Holiday Marketing with Green Bean Casserole
Campbell’s can attribute the staying power of green bean casserole at Thanksgiving to a few key holiday marketing ingredients: consistency, simplicity and just a dash of nostalgia.
MoviePass Tries to Win Back Customers with Cute Puppies
The MoviePass marketing team violated fundamental rules around delivering bad news to customers when it hid behind a cute puppy picture in a recent email.
Why Denver Airport’s Marketing Embraces Conspiracy Theories
How do you make an airport renovation announcement exciting and newsworthy? You start talking about lizard people and Illuminati overlords.
The Myth and the Marketing Lesson Behind The Infamous War of the Worlds Radio Broadcast
Reports of mass panic in the streets following the 1938 War of the Worlds radio broadcast had more to do with warring media outlets than Martian invaders.
How Guinness Book of World Records Makes Other Brands More Newsworthy
When Guinness Book of World Records wanted to reach new customers, it stuck to its brand promise and helped other companies make their stories more newsworthy.
Why Nike’s Colin Kaepernick Ad Fits its Brand
Nike is a company that’s never been afraid to ruffle a few feathers. Its most recent move seems to be paying off.
From Dilly Dilly to Philly Philly — How Bud Light Capitalized on an Epic Marketing Gift
What happens when your nonsensical ad slogan happens to rhyme with the city that just won the Super Bowl?
Arm & Hammer Offers a Lesson in Making Boring Marketable
How do you keep a 170-year-old brand fresh?
Marketing with the Mandela Effect
Brands don’t have total control over how their messages are perceived and remembered.
Marketing with a Flamethrower
When introducing a product or announcing a big new idea, most companies opt for a press release. Why not use a flamethrower instead?
Selling Pizza with Potholes
In setting yourself apart from the competition, it pays to look at the entire customer experience.
The Reason Crystal Pepsi Fell Flat with Consumers
Most brands need to innovate to stay competitive in their industry and relevant to their customers. But straying too far from what customers expect can clearly lead to trouble.
What Laurel vs. Yanny Means for Marketing Perception
Are you strongly #TeamLaurel? Or squarely #TeamYanny? No matter which you are, you’re wrong. Because both are right.
When Murder Inspires Marketing
The best marketing campaigns don’t create something brand new. They capture a familiar feeling in a new or compelling way that your customers can relate to.