Tag: CPG
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4A’s Noteworthy News – 23rd Edition
THE BIG STORY: The Rise of Agentic AI – Revolution or Reframe? Agentic AI is pushing boundaries, with platforms like Microsoft (this week) and Salesforce (in September) announcing robust autonomous agents poised to reshape workflows across industries. Microsoft’s new “co-pilots” aim to shoulder end-to-end processes with little to no human touch, and Salesforce’s AgentForce offers…
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Walmart’s Scintilla: Turning AI Insights retail wins
Walmart is expanding its data analytics platform, Walmart Luminate—now rebranded as Scintilla—to harness the power of AI for enhanced data-driven decision-making. This revamped platform is designed to give brands actionable, real-time insights on customer behavior, inventory trends, and marketplace dynamics. Rather than simply supplying data, Scintilla interprets and contextualizes it, empowering brands to make fast,…
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From Data to Decisions in Minutes: How Nestlé and General Mills Supercharged Analytics with GenAI
Nestlé and General Mills’ joint venture, Cereal Partners Worldwide (CPW), has significantly enhanced its use of the Max GenAI Assistant, developed by AnswerRocket. This upgraded AI tool now supports multiple large language models and integrates low-code analytics to streamline decision-making and data analysis across markets. Max’s new capabilities include handling both structured and unstructured data…
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Gatorade introduces AI-powered personalization
Gatorade is taking its personalization game up a notch with the introduction of a generative AI add-on to its Gatorade iD membership platform. Powered by Adobe Firefly, this feature allows users to create custom designs for their iconic squeeze bottles, leveraging AI-generated images. Gatorade teamed up with digital product agency Work & Co. to make…
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How AI is helping Hershey this Halloween season
Hershey is leveraging AI to optimize its Halloween marketing strategy, aiming to address underserved markets. During Advertising Week New York, the brand revealed how it used AI-driven algorithms to shift media buys from oversaturated cities to places like Topeka, Kansas. Collaborating with Chalice Custom Algorithms, Hershey’s AI platform manages ad placement across Meta, YouTube, and…
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Kellanova’s RxBar Turns to Augmented Reality, TV Star to Motivate Consumers
RxBar, a Kellanova brand, has launched an augmented reality (AR) campaign featuring Matt James, a marathon runner and former star of “The Bachelor.” Consumers who scan select RxBar packaging can access a 3D holographic message from James, offering motivational support. This AR feature is available until October 18, 2024, across multiple flavors including Chocolate Sea…
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vitaminwater’s “Paint Your Rent” sweeps leverages genAI
Vitaminwater’s “Paint Your Rent” campaign gives consumers the chance to win free rent for a year and custom interior design services. Participants can submit photos of a Vitaminwater flavor in a room they want to redecorate. Five winners will receive the rent prize and work with Havenly designers to create vibrant, flavor-inspired spaces. AI-generated mood…
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Reckitt is using AI to automate the grunt work
Reckitt, the company behind brands like Lysol and Mucinex, is leveraging AI to streamline marketing processes and boost efficiency. By categorizing 300 tasks across its marketing teams, Reckitt identified areas where AI, particularly generative AI, could automate, accelerate or augment work done by humans. Fabrice Beaulieu, chief marketing, sustainability and corporate affairs officer of Reckitt…
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WPP Automates 3D asset development with NVIDIA AI: Coca-Cola and Ford lead early adoption
WPP is leveraging NVIDIA’s AI technology to generate 3D environments for diverse market campaigns. Announced at the SIGGRAPH computing conference, WPP will utilize NVIDIA’s microservices to search visual archives and code objects into virtual settings. These tools, accessible via NIM, streamline AI model use in production, making WPP the first to employ these for Universal…
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CPG brands see the need for content provenance solutions
Haleon is tackling the issue of fake ads by adopting digital watermarking technology to authenticate the legitimacy of their ads. This ensures that the endorsements from dentists for brands like Sensodyne are genuine and the research claims are real. The rise of generative AI has made it easier to create fake ads, prompting Haleon to…
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SOUR PATCH KIDS x Roblox
The SOUR PATCH KIDS brand is bringing its signature sour-then-sweet mischief to Roblox with the new “SOUR PATCH KIDS Mischief Tycoon Experience.” Key highlights: Designed for users 13+ Players engage in mischief to rebuild fruit-themed versions of Mischief Mountain Features mini-games based on SOUR PATCH KIDS flavors: Watermelon Blast, Grape Gallery, and Peach Falls Rewards…
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A framework for using AI in marketing
In this Think with Google post, Marie Gulin-Merle (global VP of Ads marketing at Google) and Alison Wagonfeld (VP of marketing at Google Cloud) outline a framework for integrating AI into marketing. The framework focuses on using AI for measurement and insights, media and personalization, and creative and content. Key steps include leveraging first-party data…
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Snickers deploys digital clone of soccer legend
Snickers has launched a new U.K. marketing campaign featuring an AI clone of legendary soccer coach José Mourinho to provide personalized advice to soccer fans. The campaign uses AI technology to create unique videos responding to fans’ submitted “own goal” stories, with Mourinho’s digital twin offering customized advice. Developed in collaboration with Helo and WPP’s…
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PepsiCo experiments with Smart Cans and AI hydration coaching
At Cannes Lions, PepsiCo showcased its latest AI-driven innovations for Gatorade and Pepsi. Gatorade introduced an AI Hydration Coach, “Anna,” designed to provide personalized hydration advice using data from the Gatorade Sports Science Institute. Meanwhile, Pepsi debuted the Smart Can, a connected device featuring digital screens and sensors to enhance consumer engagement through personalized experiences.…
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Hostess launches drone delivery stunt
Hostess has launched a drone delivery sweepstakes campaign offering sweet package delivery to winning customers with “Joy” in their name. This promotion, running until July 2, offers winners snack-filled packages delivered by Drone Up in selected U.S. states, with others receiving packages by mail. The campaign aims to enhance summer enjoyment by distributing Hostess snacks…
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Slam Dunk Strategy: How Reese’s Nailed Its NCAA Omnichannel Campaign
The CPG brand used Augmented Reality to help sales reps show retail partners what in-store activations could look like… Reese’s brought its physical marketing precision to new heights for its Reese’s Carmel Big Cup activation. The company developed advanced technology in-house that visually places digital mock-ups of displays in stores. Powered by augmented reality and…
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BODYARMOR is launching a series of AR-enhanced collector bottles
BODYARMOR has introduced a series of limited edition collector bottles that feature augmented reality (AR) enhancements. This new lineup includes bottles for various athletes across the NFL, MLB, and other sports, enabling interactive experiences like virtual games and simulations linked to the athletes. For instance, Ryan Blaney’s bottle offers a virtual pit stop experience, and…
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How Major Brands Are Capitalizing on TikTok Shop
Despite the potential U.S. ban on TikTok, brands like Coca-Cola, Benefit Cosmetics, and e.l.f. Beauty continue to use TikTok Shop effectively. They employ the platform for product launches and influencer collaborations to drive sales and enhance brand visibility. Social commerce is still in relatively early days but growth and best practices are emerging. Even as…
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Starburst embraces GenAI to extend “different every time” campaign
Mars has launched a new Starburst campaign, harnessing generative AI to explore the “joy of endless possibility” theme, paralleling the variety in their candy packs. The campaign features a mix of TV and digital spots, where characters experience surreal, AI-generated worlds after trying different Starburst flavors, emphasizing the tagline, “Different every time.” Additionally, Starburst extends…
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A Challenger Laundry Brand Used AI to Create Ads
Leaf, a UK-based challenger laundry brand, initially used direct-to-consumer (DTC) strategies via social media ads, but found these were not effectively converting customers. Shifting focus from DTC to retail, they engaged in digital campaigns that supplemented in-store marketing but faced difficulties in assessing their impact on sales. In a strategic pivot, Leaf adopted AI through…
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Coke SoundZ generates on-brand music with AI
Coca-Cola’s latest addition to its “Create Real Magic” campaign is an AI-powered app that enables consumers to generate music using iconic sounds associated with the brand. The program was developed by WPP Open X, led by AKQA and supported by Ogilvy PR. In Coca-Cola’s ongoing “Real Magic” platform, AI is doing a lot of the…
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Coca-Cola teams with Marvel for “Heroes” on-pack promotion featuring AR
Coke has been unafraid to experiment with a variety of emerging technologies including AI (as part of its “Create Real Magic” campaign and again for the holidays), custom AI-designed QR codes and Augmented Reality. The beverage giant returns again to the AR space, this time in partnership with Marvel – enabling users to scan codes…
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Oreo Aligns With March Madness To Offer A Sweet Score
Oreo and VML have partnered to create a fun promotion riffing on the fact that referee uniforms look al little bit like Oreo cookies stacked on their sides… Oreo is turning March Madness referee calls into a chance to score cookies. A mobile push titled “Oreo Calls,” created in partnership with VML, hopes to engage…
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Coca-Cola “foodmarks” features augmented reality
From AdAge: Coca-Cola is launching experiential marketing activations in five cities meant to highlight what it is calling “Foodmarks,” or food landmarks that connect Coke, food and culture. An exhibit channeling 1957 New York and an iconic photograph of Marilyn Monroe, eating a hot dog from a street cart with a bottle of Coke, debuts…
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Pepsi Sphere takeover
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CeraVe’s pre-Super Bowl influencer campaign nets 6B impressions
The skincare brand skipped the usual big game online playbook and instead leveraged more than 450 influencers to raise the question at the heart of its Super Bowl spot: did Michael Cera create CeraVe? “It’s one thing for CeraVe to say it, but it’s way cooler when other people are the ones saying it,” said…
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Super Bowl advertisers lean into AR extensions
Several of this year’s big game advertisers partnered with Snapchat to deliver second-screen experiences based on the platform’s iconic AR lenses. When consumers see multiple Snapchat ad products as part of a Super Bowl campaign, awareness increases 2.2 times (compared to a single ad type) and intent increases 2.9 times, according to Kantar data. Brands…
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Snickers taps Blippar for Super Bowl AR experience
The Mars brand is also giving away “home-gating” prizes to lucky winners who share their rookie mistakes via AR… Ahead of Super Bowl 58 on Feb. 11, augmented reality company Blippar worked with Snickers and The Mars Agency to launch a new Snickers and NFL Rookie Mistake augmented reality experience. This is a follow-up to…
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Avocados From Mexico skips Super Bowl ad in favor of AI stunt
Avocados From Mexico is taking a pass on running an ad in this year’s Super Bowl, and is instead launching a microsite featuring generative AI guacamole recipes… The produce marketer has unveiled “GuacAImole,” a microsite that outputs guacamole recipes using generative AI as its creative fuel. It will develop a recipe based on any kind…
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AdAge Ranks 2023’s best Web3 moments
The trade publication weighs in on 2023’s top Web3 moments – including some campaigns, some platform news and some employment shifts… We’ll come right out and say it: Web3 did not have the year it had in 2022. The fledgling space entered 2023 like a battered race car heaving into a pit stop, hardly two…
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Mtn Dew rewards Twitch streamers featuring its products
The high energy CPG brand seeks better align itself with game streamers by rewarding those that place Mtn Dew products on camera. Mtn Dew is out with a new marketing stunt that uses technology capable of locating its products within gamers’ live streams. The effort is a collaboration with Twitch and the latest from Mtn…
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AdAge Creativity’s November AI Roundup
Adage is out with their latest AI activation roundup. This month’s highlights feature AI fashion, AI-generated focus groups for agencies, Coca-Cola’s latest AI work and more. It’s been another wild month for AI in the marketing world and beyond, too. OpenAI’s future was jeopardized in a boardroom dispute that briefly led to the ousting of…
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Grand Marnier uses AR to spice up real world events
From AdWeek… To support its “Grand Encounter” campaign that began in early 2023, alcohol brand Grand Marnier kicked off a series of real-world experiential events featuring music, tastings and an AR activation. After debuting in New York Nov. 15-17, the “Grand Encounter by Grand Marnier” experience will travel to Houston for events from Nov. 29-Dec.…
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Coca-Cola launches GenAI-powered holiday campaign
Coca-Cola again embraces the power of generative AI (for the third time this year) in its new holiday campaign, allowing users to create digital greeting cards using iconic brand assets. Coca-Cola has rolled out its third generative AI initiative of the year, this time as part of a global holiday campaign. The 130-year-old brand is…
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Heineken’s Vegas Formula 1 strategy includes the Sphere
Yet another big brand embraces the world’s biggest screen, this time as part of a broader sponsorship package during Formula 1’s debut on the strip. There will be plenty of marketers vying for attention around this weekend’s Formula 1 race in Las Vegas, but Heineken will be hard to miss. The Dutch beer brand is not…
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Dorito’s deploys AI-powered crunch canceller for gamers
Gamers using voice headsets during multi-player online gaming have long had to deal with potentially annoying and distracting crunching sounds as their opponent (or maybe ally) scarfs down crunchy snacks during gameplay. Doritos, seeking to cement its place as a preferred gamer snack, has launched a new AI-powered technology that claims to silence the crunch.…