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While 2021 wasn’t quite the Great Resurgence we had hoped for, it nonetheless proved to be an exciting year, thanks to innovation—in both science and advertising.
Vaccines made room for optimism, and a little bit of certainty is all marketers needed to get their brands back out there as people reemerged. Out of home, a category that saw a 29% drop in spending last year, came surging back with new clients and eye-popping technology. TikTok built on its momentum as the new source of cultural trends, and fast-food giants took big marketing swings—with some hits and misses—to win back customers.
Among the news of the year, our readers made room for fun stories, too, from an explainer on the viral fame of a little lad who loves berries and cream to the mystery surrounding a Thanksgiving staple. Here are Adweek’s most read stories of 2021:
20. The ABCs of NFTs: A Guide to Non-Fungible Tokens
A trend by and for tech bros? A boutique investment vehicle? An accessible way to own art for your metaverse living room? Whatever you think of them, NFTs were among 2021’s biggest trends, though they appear to be losing their luster (unless you’re a sports team).
19. The Dallas Cowboys Brand Has Outgrown Football
When people say, “Everything’s bigger in Texas,” that includes brands. The Dallas Cowboys is not just a football team—it’s a brand comprised of diverse businesses that add up to the world’s most valuable sports franchise, one that is valued between $6.5 billion and $7 billion. That means even when the team loses, its brand partners still win.
18. The Origin Story of the Little Lad Who Loves Berries and Cream
TikTok is a cultural force, but it doesn’t just set new trends—it revives old ones. Starburst’s 2007 commercial “Bus Station” starring an odd little man with a funny dance was a hit when it debuted, and it got a second wind 14 years later.
17. The Growth of Online Marketplaces in 2021—and Beyond
There’s been no bigger trend since the pandemic began than ecommerce, and curated online marketplaces are going from niche to mainstream, offering specialty products to consumers not just looking for the lowest price. But there’s more to online retail success than that.
16. The 10 Best Super Bowl Ads of 2021
While America was happy just to have a Super Bowl at all after a Covid-disrupted season, advertisers didn’t rest on their laurels. They kept the action between plays exciting, too.
15. Pumpkin Spice Latte Is Canceled, and Native Deodorant Is Giving It a Snarky Send-Off
How the Procter & Gamble-owned personal care brand is finding its voice—starting with some shade against a fall icon.
14. Here Are All the Brands Severing Ties With Trump and His Allies
Following the Jan. 6 insurrection on the U.S. Capitol, brands did something that actually got politicians’ attention: pulled their financial support and pledged not to give to senators and representatives who refused to condemn the assault on democracy.
13. How Bedding Companies Are Marketing Better Sleep
Between 50 million and 70 million Americans suffer from some sort of sleep disorder. However, chances are good most of us are looking for ways to improve our “sleep fitness,” as experts call it.
12. Nike Wants You to Try Some New Sports, Even If You Suck at Them
Because perfection is so 2019, Nike challenged people to enjoy playing rather than trying to be the best. The brand’s campaign featured Olympians attempting sports outside of their chosen fields.
11. When Travel Stalled, Airbnb Rewound, Leaned Local and Remained Relevant
No industry was left untouched by the pandemic, but the travel sector arguably suffered most. And yet, Airbnb persevered, earning Adweek’s Experiential Brand of the Year honors for its response to consumers’ altered expectations.
10. Morning Anchor Who Quit Phoenix Station Celebrates End to ‘Professional Toxicity’
Tennis champion Naomi Osaka forfeited the French Open after declining to do press. Gymnast Simone Biles stepped away from the mat during the Olympics after getting the “twisties.” And Gen Z marketers are demanding better work-life balance. It’s been the year of saying no to pushing yourself past your limit, a trend that will likely reshape workplaces across industries.
9. Why JLo’s Star Won’t Stop Rising
From music to television and films to beauty and beyond, Jennifer Lopez has been building her brand for three decades—and our 2021 Brand Visionary honoree isn’t slowing down.
8. McDonald’s Found a Clever Way to Spell Entire Words Using Only Its Logo
McDonald’s golden arches are one of the top 10 most recognized symbols in the world. So when a brand doesn’t have to tell people what it is, it can use that recognition to have fun.
7. QR Codes Are Key to Connecting With Customers in a Pandemic
Did anyone have the resurgence of QR codes on their 2021 bingo card? In a contactless world, they were a tried and tested way to offer convenience and were another touch point for wary consumers.
6. Adweek’s 2021 Experiential Awards: See All the Winners
If anything, the field of experiential marketing has only gotten more robust and creative in the second year of the pandemic, moving from crafting virtual experiences to socially distanced ones. Now we’re seeing more marketers experimenting with hybrid events.
5. How Your B-to-B Marketing Strategy Can Pack an Emotional Punch
Even among businesses, ads that tap into your heart are seven times more effective than those aiming only for the rational brain. It’s no wonder readers flocked to this how-to by Performance Marketing contributor Vic Vaswani of FedTech.
4. Rick and Morty Get Their Own Wendy’s Drink Flavors and Restaurant Pop-Up
It was a big year for fast-food brands partnering with celebrities, both real and animated. And Tricia Melton of Warner Bros. was refreshingly candid about why: “To quote the wise Rick Sanchez from Season 4, we looked right into the bleeding jaws of capitalism and said, ‘Yes daddy, please.’”
3. Burger King Apologizes and Deletes ‘Women Belong in the Kitchen’ Tweet
It’s rare for the fast-food giant to make a marketing misstep, but that’s just what it did on International Women’s Day with its ad and tweet combo.
2. Extra Gum’s Back-to-Normal Ad Is a Euphoric Release
Before the delta variant crashed what was supposed to be our hot vax summer in early July, Extra Gum dropped a zeitgeist-y ad set to Celine Dion’s enduring classic “It’s All Coming Back to Me Now” celebrating how much we all wanted to be, ahem, very close together again.
1. Why Ocean Spray Labels Its Cranberry Sauce Upside-Down
Commerce editor Lisa Lacy had always wondered about Ocean Spray’s funny labeling—and it seems so have many of you, making this Thanksgiving brand explainer our most-read story of 2021.
