Chicago-based cannabis conglomerate Cresco Labs, partnering with a popular sports bar, is launching a THC-infused buffalo wing sauce just in time for Super Bowl gatherings. With the limited-run product, the company’s goal is to participate in the annual sports event–which has turned into an all-American holiday–like any other consumer packaged goods brand. While there’s no…
The TV ad market is changing FAST-er than ever. From the Hollywood strikes to a soft ad market, advertisers had to contend with several obstacles in 2023. Those obstacles are having a lasting impact, accelerating the move to streaming and FAST channels, firmly cementing sports and live events as coveted inventory, and changing how the…
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…