Nov. 28 - Are 2023’s marketing fails part of a bigger problem? | Mars recycles ads to promote net-zero progress

Mars recycles old ads for M&Ms, Twix to promote net-zero progress; Pop-Tarts unveils edible mascot for inaugural bowl game; RTB House turns to generative AI to improve programmatic precision View online | Signup | Forward

Daily Dive Nov.​ 28,​ 2023 | Today’s news and insights for marketing leaders   BROUGHT TO YOU BY — IBM A new paradigm for customer service What if generative AI could help you make customer relationships stronger? It’s time to rethink customer service.   NOTE FROM THE EDITOR As we enter the final weeks of the year, many of you are probably taking stock of what did and didn’t work in marketing. In 2023, the stumbles often created bigger reverberations than the successes, with controversy roiling brands like Bud Light and Target for months on end and actually denting sales. My deep dive today examines the chilling effect this trend has had on the industry’s sense of purpose and tries to get to the root of why brands feel so vulnerable in the current environment — as well as what that portends for 2024. But not all is doom and gloom: Be sure to check back tomorrow for our analysis of the best campaigns and branding plays that broke through the noise and created a splash with consumers in 2023. These bright spots, including Mattel’s “Barbie” blitz and a brand mascot’s birthday celebration, will offer key takeaways that could inform your planning around the new year.  Thank you for reading,   Peter Adams Senior Reporter, Marketing Dive Twitter | Email Deep Dive Brand backlash: Are 2023’s epic marketing fails part of a bigger problem? High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.” Mars recycles old ads for M&Ms, Twix to promote net-zero progress The "Healthy Planet Productions” campaign reanimates popular spots with new messages about the company's progress around climate action. Pop-Tarts unveils edible mascot for inaugural bowl game Part of the brand’s new creative direction, the mascot will be available as a snack for the winner of the college football game. Sponsored Content by Marketing Dive’s studioID How to stand out to the digitally fatigued consumer Many of today’s marketers are focusing on consumer psychology to pull potential shoppers back on their radar. Learn how marketers can stand out in a sea of online competition in this playbook. RTB House turns to generative AI to improve programmatic precision A new ContentGPT tool built on first-party publisher data aims to provide deeper reader insights than conventional context-based targeting. Read more news The Top CX Trends Impacting Your Brand Explore the key forces impacting how consumers are likely to behave at the end of 2023 and beyond, and learn how to use these to maximize revenue in this webinar. Watch Now From Our Library Webinar - on demand The CMO State of the Union: Brands Turn to "Brandformance" for Results in 2024 Custom content for Wunderkind Webinar - on demand Reimagine Frontline Productivity for Retail Success Custom content for Slack Infographic Cracking Down on Promo Fraud Custom content for Mastercard Webinar - on demand How AI-Powered Insights Are Helping Multi-Location Brands Beat the Competition Custom content for Chatmeter Trendline How brands are harnessing influencer marketing Supported by CreatorIQ View all resources What We’re Reading The Wall Street Journal Advertising Is Dead. Long Live Advertising. Food Dive FTC crackdown could change influencer marketing for food and beverages MediaPost Calif Privacy Regulator Floats New Restrictions On Ad Profiling Suggest a story we should read Dive Into a Topic Brand Strategy Mobile Creative Social Media Video Agencies Data/Analytics Influencer Marketing Ad Tech CMO Corner Share Marketing Dive: Daily Dive and get rewarded. You’ve referred 0/10 readers. Share your link: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76

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