March 18 - Macy’s cracks into scripted TV | Why Icy Hot evolved from function to fun

Why Icy Hot evolved from function to fun in first work by The Martin Agency; Coke Zero Sugar applauds sports fans’ hard work in March Madness campaign; PepsiCo buys prebiotic soda brand Poppi for nearly $2B; Wonder bets on media network with Tastemade acquisition View online | Signup

Daily Dive March​ 18,​ 2025 | Today’s news and insights for marketing leaders   EDITORIAL VIRTUAL EVENT The Future of Connected TV Marketing Join the Marketing Dive editorial team as they explore new opportunities for marketers as TV advertising evolves as well as how to tackle CTV’s biggest hurdles in this virtual event: Save your seat.   Macy’s cracks into scripted TV as brand, entertainment converge The retailer has secured the exclusive option to adapt a nonfiction bestseller that profiles the women who shaped department stores. Why Icy Hot evolved from function to fun in first work by The Martin Agency Brand ambassador Shaquille O’Neal embraces a new role as the leader of “The Comeback Cavalry” in a campaign aimed at everyday athletes. Coke Zero Sugar applauds sports fans’ hard work in March Madness campaign The brand is extending its “Best Coke Ever?” platform with an effort spanning TV, out-of-home, experiential and a Coke Zero Sugar Thirsty Fan Cam. Sponsored Content by Industry Dive How Graza built a beloved brand through culture + connection Sit down with Graza’s Director of Brand Marketing to examine the content strategy, cultural touchpoints, and authentic relationships that fuel its growth. Read now. PepsiCo buys prebiotic soda brand Poppi for nearly $2B The deal boosts the food and beverage giant’s health-focused portfolio as consumers demand more better-for-you options. Wonder bets on media network with Tastemade acquisition The owner of Blue Apron and Grubhub gains a creative studio and CTV know-how in Tastemade as it looks to ramp up ad programs for brands. Read more news From Our Library Trendline The top trends in retail marketing Supported by Fetch Rewards Trendline How marketers are reaching Gen Z Supported by TeenVoice Trendline Latest marketing trends in consumer packaged goods Supported by First Media Infographic The Future of Fit: How Personalization & Fit Preference Are Transforming Apparel Retail Custom content for Bold Metrics Trendline How emerging brands are disrupting the F&B industry Supported by Instacart View all resources What We’re Reading Adweek Shareholders Approve Omnicom’s Acquisition of IPG Ad Age Hyundai-owned Genesis hires Circana exec as new CMO The Wall Street Journal P&G Takes Lead in 95-Year Rivalry With Unilever The New York Times Nvidia Is Hosting the Super Bowl of A.I. Suggest a story we should read Upcoming Events 15 APR Webinar | 2 p.m. ET 5 Essential Tips for Successful AI Adoption Presented by studioID and Validity 23 APR Virtual Event | 2 p.m. ET Sharpening the picture on connected TV marketing Presented by Marketing Dive 06 MAY Conference Meltwater Summit NYC: The Must-Attend Event for Marketers! New York, New York Presented by Meltwater 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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