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Advertising & Branding

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Packaged Goods

These 6 Great CPG Commercials Were the Whole Package

See the brands that shook up boring categories and turned shoppers into believers

Consumer packaged goods aren't usually considered a creative canvas for agencies. But these six campaigns proved otherwise—showing that even staid categories can be fertile ground for fascinating creative ideas, and…

This Ad Agency Says It's Time for Brands to Start Engaging With Their Trolls

hasan & partners argues for embracing satire

CANNES, France—Finnish artist Jani Leinonen is every consumer brand's worst nightmare, but even he thinks the world's biggest brands need to engage with their most aggressive detractors. Last fall, the activist…

The Inside Story on J&J's Revamped Marketing Mission Under Alison Lewis

Think global in scope, act local in execution

In the brand-new and buttoned-up New Brunswick, N.J., corporate offices of Johnson & Johnson, there's a conference room whose glass doors are adorned with an aqua decal of a baby's…

How Advertising on Different Types of Media Affects Sales of Consumer Packaged Goods

Nielsen Catalina Solutions study shows return on ad spend

The increase in sales that consumer packaged goods brands can expect as a result of ad campaigns varies widely by the media platform used to distribute those ads, according to…

Ad of the Day: Secret Took Viewers by Surprise With This Ad on 'The Bachelorette'

W+K highlights another stressful moment in a memorable way

The Bachelorette is a show with notoriously pretzel-like gender dynamics. On the one hand, the ABC dating program puts a woman in total control of the traditionally patriarchal dating structure—and undercuts…

Will Depend's New Ads, Starring Real People, Finally Erase the Stigma of Incontinence?

Kimberly-Clark brand also partners with life coach Susie Moore

In general, there's a trend in advertising toward more straight talk when it comes to treatment of potentially embarrassing conditions. And now, adult incontinence category leader Depend is making a…

Ad of the Day: Guys With Comically Dry Skin Debut Dollar Shave Club's Skin-Care Line

'People notice,' the amusingly awkward ads warn guys

Guys suck when it comes to skin care. Either they do nothing for their skin at all—leaving it dry, chapped and cracked—or they try to use moisturising products on the…

Ad of the Day: A Father's Touching Apology to His Daughter Highlights the Struggles of Working Mothers

#ShareTheLoad earns praise from Facebook COO Sheryl Sandberg

A powerful new ad campaign from India focuses on one of the challenges faced by women around the world: balancing the demands of raising a family with maintaining a successful…

Axe Is Bringing Its Great 'Find Your Magic' Commercial to the Super Bowl

Brand finds a bigger platform for its newly enlightened views

Axe has enjoyed such a positive reaction to its "Find Your Magic" campaign, launched earlier this month, that it's bringing a 30-second version of the anthem TV commercial to the…

Ad of the Day: Axe Gets Inclusive in a Remarkable Ad That's Really Pretty Magical

Brand tries a more grown-up take on masculinity

For years, the Axe brand was pretty one-dimensional. It appealed to bros with comical, hyperbolic ads about how Axe would turn them into chick magnets. In the past few years,…

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