Weekender: Campaign Trail: Neutrogena’s ‘90s nostalgia pulls the rug on aging consumers

Signup Weekender June​ 28,​ 2025 | A roundup of this week’s most read stories

BROUGHT TO YOU BY — Adobe Adobe 2025 AI and Digital Trends. Better data management fuels engagement, growth and cross-channel experiences. Get insights from our survey data with 3,200 CX professionals and 8,000 consumers. Read report   Column Campaign Trail: Neutrogena's '90s nostalgia pulls the rug on aging consumers BBDO New York returned to "Beverly Hills, 90210" and brought back landlines and teen magazines to deliver "truth bombs" to millennials.  Unilever acquires Dr. Squatch, valuing brand's viral marketing to Gen Z men The DTC grooming upstart was praised by Unilever for its social-first approach, which has recently included racy ads with Sydney Sweeney. Olipop turns fans into influencers for pennies with PR boxes on Amazon The better-for-you soda brand is also inviting consumers to the Austin Motel, which has been transformed to include three nostalgic, Olipop-themed suites.  Sponsored Content by Industry Dive [Marketer’s guide] Content marketing in a zero-click world Whether it’s on search or social, today’s audiences expect instant gratification in as few clicks as possible. Update your approach to meet their demands. Read now. Heinz and hip-hop producer Mustard drop new sauce at Buffalo Wild Wings To support the effort, Heinz will share social videos featuring Mustard's "yell" soundbite from inside the restaurant chain. How Liquid I.V.'s marketing supports its growth surge As it looks to become a $1 billion business, the hydration line recently took over Times Square to establish 4 p.m. as "I.V. O'Clock." Why Mars is putting its focus on Gen Z gamers with Razer partnership New collaborative mints and gums that are meant to improve focus will be promoted through gaming influencers to engage the community directly. The Power of Data-Driven Direct Mail For years, brands have relied on digital marketing to refine their audience targeting, but many have overlooked how advanced direct mail has become. Learn more in this playbook. Download Now From Our Library Webinar - on demand Paid Social May Be Taking the Lead, But Email and Text Have Staying Power Custom content for Wunderkind View all resources Best of What We're Reading Retail Dive Back-to-school shoppers focus on sales, AI to search for deals Bloomberg America’s Top Consumer-Sentiment Economist Is Worried Adweek Meet Melted Solids, the Scrappy Agency Behind Zohran Mamdani’s Primary-Winning Campaign The Wall Street Journal Madison Avenue Lands a Bigger Role in Hollywood Ad Age AEO glossary—key AI search terms marketers need to know CNBC How Coach got its cool back Suggest a story we should read Upcoming Event 24 JUL Webinar | 2 p.m. ET What Today’s Teens Demand From Brands—And How to Earn It Presented by studioID and TeenVoice 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

More Than A Newsletter Related Publications Retail Dive | Social Media Today Connect With Us X/Twitter | Facebook | LinkedIn Editorial Contact an editor | Meet the team Advertising Contact our team About Marketing Dive Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing & advertising. The newsletters and website cover topics such as marketing technology, advertising creative, social media, video marketing, analytics, and more. Marketing Dive is a leading publication operated by Informa TechTarget. Our business journalists spark ideas and shape agendas for 14 million decision makers in competitive industries. Sign up for the newsletter This email is optimized for display on mobile phones. Marketing Dive: Daily Dive is a product of TechTarget, Inc. and its subsidiaries, 275​ Grove St. Newton, MA, 02466 US. We value your privacy. We won’t share your email address with anyone else without your permission. This message was sent to potty.plant@gmail.com. You can unsubscribe or switch to a weekly newsletter subscription anytime. See our full privacy policy.

Sign up | Manage subscription | Advertise with us | Submit story tip

This site is owned and operated by TechTarget, Inc. and its subsidiaries.