Explore CPG marketing news from our team of advertising experts at Adweek. Learn about the latest CPG industry trends and strategies making headlines.

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Coca-Cola Follows Stray Kids and Itzy Deep Into K-Pop Culture

Coca-Cola Creations partners with producer JYP, Nmixx, Stray Kids and Itzy to delve more deeply into K-pop culture and explore the fandoms' love of music, technology and fashion.

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Not All Performance Marketing Tactics Are Created Equal

Marketers are trading traditional channels for shiny new performance tools.

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Inside SXSW 2024 Brand Activations: Prime Video, Paramount+, Delta and More

Austin, Texas, is brimming with brand activity this week as South by Southwest (SXSW), the annual series of festivals and conferences, takes over the capital city.

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Manscaped Encourages Men to Give Some Attention to ‘the Boys’

Manscaped's humorous campaign aims to open up a candid conversation about male grooming.

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Drew Barrymore Calls Aging ‘A Privilege’ in Dove Campaign

Dove, with help from Drew Barrymore, continues to address the ills of social media head-on, specifically the TikTok trend that has tweens snapping up anti-aging products.

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Brave Commerce Podcast: Pioneering Retail Innovation

Wendy Jean Bennett, vice president of retail commerce leadership, offers a deep dive into the complexities of modern-day commerce.

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Axe Woos Gen Z Women in Surreal Ad Starring Coi Leray and Metro Boomin  

Axe wants to expand its reach to Gen Z women as it launches a campaign starring rapper Coi Leray.

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Super Bowl Ad Impact Should Last More Than 30 to 60 Seconds

PepsiCo built its Super Bowl ad campaigns for Starry and Mountain Dew Baja Blast for added brand awareness and impact greater than 30 to 60 seconds.

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Vaseline Restores City Murals to Promote Skin Health Equity

Showing the benefits of care and restoration, Vaseline encourages skin cancer prevention in underrepresented communities.

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Branding and Performance Are Becoming More Closely Aligned

Kate Spade and Starface World's brand strategies for driving loyalty and sales.

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Super Bowl Case Study: Inside a Spicy Social Marketing Win for Frank’s RedHot and Jason Kelce

McCormick and Colle McVoy brought in Jason Kelce and every food brand with a Big Game ad to help Frank’s RedHot score a social media win at Super Bowl 58

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Inside the Global Quaker Campaign Making Everyone Cry

Running throughout 2024, the Quaker campaign is an example of how PepsiCo plans to market its power brands consistently around the world.

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Thayers Is Courting Gen Z With a Centuries-Old Ingredient

The skin care brand's powerhouse ingredient dates to the 16th century.

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More Change at Unilever as Brand and Inclusion Chief Aline Santos Exits

The CPG veteran first started at Unilever 35 years ago.

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CeraVe’s Michael Cera Super Bowl Stunt Was a Masterclass in ‘Edutainment’

CeraVe and Ogilvy discuss the build-up and reaction to one of the night's biggest moments.