Weekender: Campaign Trail: Billie takes the icks and anxieties out of bath time

Signup Weekender March​ 22,​ 2025 | A roundup of this week’s most read stories

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.   Note from the editor Major investments in connected TV across the marketing ecosystem are a signal of how quickly viewing habits are changing. For marketers, the CTV space yields new opportunities, like enhanced audience targeting, as well as challenges, like managing reach. As you explore the role CTV could play in your marketing playbook, be sure to join us on Wednesday, April 23 at 2 p.m. ET for our virtual event, “Sharpening the Picture on Connected TV Marketing,” to hear from a panel of industry leaders about what’s working and what’s not. Attendees will also learn about where the space is headed next. Those interested in attending can register for the event for free using this link. https://events.industrydive.com/events/connected-tv-marketing?utm_source=MD&utm_medium=Ed-Notes-Weekender&utm_campaign=Q22025MarketingDiveLive. Don’t forget, the event is completely free — be sure to share the link with colleagues who may also be interested. As always, thanks for reading. Jess Deyo Editor, Marketing Dive Email Column Campaign Trail: Billie takes the icks and anxieties out of bath time In product-focused ads, the Edgewell brand stays true to its tradition of showing women's lives in a way that transcends usual portrayals. Publicis' Coke media account win could be landing at just the right time Activity in the prebiotic soda space is primed to ramp up as Coke promotes its first offering in the category and PepsiCo acquires Poppi. 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. Sponsored Content by Industry Dive [Infographic] How to craft high-converting lead nurture streams Give your Sales team the best chance at sealing the deal. Turn even the coldest leads into qualified sales with a potent lead nurture strategy. Read more. Inside Puma's new brand positioning and largest global campaign to date The sportswear company will increase marketing investments by 40% in support of "Go Wild," a campaign that reworks Afroman's "Because I Got High." 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. How Unilever's AI marketing bets are increasing production efficiency The CPG's beauty and well-being group was the first to pilot technology that has also delivered an increase in purchase intent for some brands. 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 View all resources Best of What We're Reading Ad Age PepsiCo’s chief design officer is departing Digiday Why advertising industry professionals are considering becoming creators TechCrunch Google claims news is worthless to its ad business after test involving 1% of search results in eight EU markets Ad Age Acxiom lays off 3.5% of staff Adweek Bad Bunny Joins Calvin Klein’s Advertising Hall of Fame Digiday As retail media booms, lines blur between performance and brand marketing budgets Suggest a story we should read Upcoming Events 16 APR Webinar | 2 p.m. ET Break the Spam Barrier: How to Maximize Your Email Deliverability and ROI Presented by studioID and Validity 23 APR Virtual Event | 2 p.m. ET Sharpening the picture on connected TV marketing Presented by Marketing Dive 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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