Even for the most discerning home cook, it’s a burden that lays heavy: cooking more pasta than you need. That’s why, when it found out that one in four pasta dishes made globally are wasted, Italian pasta and sauce maker Barilla made tackling food waste its mission. Drawing on the Italian tradition of using pasta…
Having an ad during the Super Bowl broadcast costs a lot of money. Aside from the $7 million for a 30-second ad buy, there are huge production costs and, most likely, a big celebrity fee on top. Many brands are opting out of the game in favor of being somewhere around it. Pre-Super Bowl campaigns…
Bobbie, a mom-founded baby formula brand, signed four-time Grand Slam tennis champion and new mom, Naomi Osaka, to star in its first major TV campaign “Parents Push Harder.” This marks Osaka’s return to the court after giving birth to her daughter, Shai, who is now six months old. Bobbie working with Osaka is a partnership…
Outdoor apparel brand Cotopaxi sponsored the Sundance Film Festival this year, after the Sundance Institute ended a decade-long relationship with luxury outdoor apparel retailer Canada Goose. The pivot created space for Cotopaxi, a smaller, Utah-based retailer known for its mission-driven strategy and colorful products. Partnering made logistical sense, since Cotopaxi already operated a store on…
Denver-based kitchen appliance brand Levo, known for its patented herbal infusion technology, saw an uptick in sales thanks to its generative artificial intelligence chatbot, Herb. “Approximately 30% of our customer interactions with Herb involve effective upselling strategies,” said Chrissy Bellman, Levo founder and CEO. The company wouldn’t share specifics. Brands are increasingly adopting gen AI…
At a panel entitled “Brand vs. Performance,” the brand marketing, performance marketing and “versus” portions of that thesis were all up for debate. As SeaWorld Parks & Entertainment chief marketing and communications officer Marisa Thalberg told ADWEEK community editor Luz Corona during the Outlook 2024 event, “versus” presents short-term sales–“performance”–and long-term brand building as not…