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Advertising & Branding

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Packaged Goods

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,…

Clorox Launches a Creative Agency Review After Nearly 20 Years With DDB

Account includes a variety of brands from Glad to Liquid Plumr

The Clorox brand has launched its first creative agency review in almost two decades. That means DDB risks losing the account that allowed it to return to San Francisco in…

Omnicom Will Launch Third Media Network With P&G Win

Carat keeps some business, as does SMG

After months of deliberating, Procter & Gamble has chosen which North American media agencies will handle its more than $2 billion in media spend. The major winner for P&G's North American…

This Interactive Coke Ad in a Subway Station Winks and Smiles When You Do

Facial recognition meets bottlecap emojis

Few tech trends have exploded as fast in recent years as facial recognition and emojis, and now Coca-Cola is bringing them together for an interactive billboard. A digital ad housed in a…

When Will P&G Finally Air This Tide Commercial With a Gay Couple in the U.S.?

Spot has tested in Canada

After two decades of supporting its gay employees internally, Procter & Gamble publicly came out in support of gay marriage late last year. The packaged goods giant reiterated that position…

Ad of the Day: Droga5 Lightens Up Acne Cream Category With Comic Spot for Clearasil

Nothing lasts forever

For teens, acne is no laughing matter. But Droga5 figured it was worth shaking up a category that's traditionally brimming with confidence but very little comedy. The New York agency's first…

Ad of the Day: Girls Are Unstoppable in Next Phase of Always 'Like a Girl' Campaign

They smash their limitations in latest Leo Burnett spot

Last summer, Procter & Gamble's Always scored a big hit with its stereotype-crushing "Like a Girl" ad, which then got a slot on the Super Bowl. Now, the feminine products…

Why Tabasco Is the Kick-Ass Condiment That's Been Making People Sweat for 147 Years

The little-known genesis of the secret sauce

The Civil War was one of the most devastating events in American history, but food scholars point to at least one good thing that came from it: It's why there's…

Mondelez Bets Big on E-Commerce With Shoppable Ads and 'Buy Now' Buttons

Amid doubts, CPG giant sees opportunity ahead

Mondelez International—the makers of Oreo cookies, Cadbury chocolate and Trident gum, among other treats—quietly started becoming an e-commerce brand with a a small test in Europe earlier this year. Now,…

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