In the event you’re feeling barely out of breath and confused that the yr is nearly over, you’re not alone—it felt like we packed 18 months into 2022.
One motive is as a result of the world appears so totally different from the place we began in January. Crypto corporations dominated the Tremendous Bowl, however by November the complete trade was quaking from the downfall of FTX. We have been simply getting the dangle of what purpose-driven advertising and marketing actually means when rising inflation despatched everybody again to savings-oriented techniques. And NFTs haven’t precisely turned out to be the revolutionary advertising and marketing autos they’d been hyped as.
Alongside the best way, Adweek was there masking each development. To look again, we’ve rounded up the highest 22 hottest tales of 2022, from rebrands and cottagecore trend to racy model tweets and soul-searching about the way forward for publishing.
22. Unilever Doesn’t Have a CMO Any Extra—Right here’s Why
As of April, one of many world’s greatest advertisers not has a chief advertising and marketing officer. As a substitute, Conny Braams serves as Unilever’s chief digital and business officer, reflecting the more and more blurred traces between digital advertising and marketing and commerce.
21. These Particular Burger King Whoppers Cater to the Weirdest Being pregnant Cravings
In a survey, 76% of expectant mothers informed Burger King that the unusual meals they crave are “inconceivable” to withstand. So, on Mom’s Day, the fast-food chain served up some actually off-menu combos only for them.
20. Why Sustainable Journey Is No Stroll within the Park
A tourism bureau’s job is to encourage journey. However when that works too properly and a location will get extra guests than it might deal with, advertising and marketing can nonetheless be the reply.
19. It’s Official: Skinny Denims Are Out, Huge-Leg Denim Is In
Cancel tradition has come for a decade-old trend development, however we really feel assured saying that is one change each technology can assist.
18. You Can Calm down, Twitter: Guitar Middle Provides a ‘G’ to Brand
Let’s be actual, Twitter won’t ever have any chill. However when your clients are confused—or your brand is producing extra dialog than your merchandise—it’s time for a pivot.
17. Liquid Demise Recruits Porn Stars for a Sustainability-Themed Marketing campaign
Yeah, we needed to know extra, too. It’s the sort of offbeat advertising and marketing we’ve come to count on from the water model packaged like an vitality drink—a horror film starring zombie cans, anybody?
16. Why It May Be Time for Budweiser to Give That Horse and Canine a Relaxation
Budweiser has been coasting on the recognition of its signature Clydesdales and their canine companion for many years. However the 2022 Tremendous Bowl version of those two iconic companions flopped with audiences, so we checked out why the method is not working.
15. Birkenstock Embraces Its Fame for Unstylish Footwear
Displaying its signature product in an unflattering gentle labored for Burger King with the Moldy Whopper, so Birkenstock thought why not lean into what our clients are already saying? As a bonus, the utilitarian sandals truly got here full circle to be cool with the arrival of cottagecore.
14. Christopher Meloni Bares All in Most Effort’s Newest Peloton Advert
The web’s thirst for Christopher Meloni is bottomless, similar to him in an uncommonly racy advert from an advertiser that’s revamping its model to outlive.
13. Main Manufacturers Are Shifting to TikTok, and You Ought to Be Too
TikTok has been minting new musical artists, influencers and wardrobe traits, and in contrast to different platforms, it’s a platform the place advertisers that aren’t too valuable about their model can break into the Gen Z demographic everybody needs. The query is, are you courageous sufficient?
12. Jon Hamm Is Mad, Man, as Apple TV+ Casts Everybody However Him
To emphasise what number of A-listers the streamer had signed, it employed one other A-lister who’d been disregarded to market it. (Additionally, Adweek won’t ever sleep on a Mad Males pun.)
11. Nike Drops Free Sneakers by Drone to Promote the Air Max
Get it? A literal sneaker drop!
10. Publishers Can Chart the Way forward for the Business Collectively
Quartz CRO Natalie Diamond issued a rallying cry for a writer coalition to sort out the problem of assembly customers’ rising expectations.
9. AT&T’s Lily Shoots for a Momentary Movie star Alternative in March Insanity Marketing campaign
Change AT&T’s Lily?! Don’t even dare.
8. Pabst Blue Ribbon Deletes Tweets About ‘Consuming Ass,’ Saying They Have been ‘in Poor Judgment’
Riling up the social media mob is a tried-and-true advertising and marketing tactic, however even faculty college students’ beer of alternative managed to cross a line with these tweets.
7. Demi Moore Turns Designer for DTC Swim Model Andie
Actor, producer, best-selling creator, songwriter, ladies’s rights advocate and mom of three Demi Moore added one other title to her resume—and it’s reasonably priced and sustainably made, too.
6. How Companies Are Serving to Manufacturers Stop Cookies
Early in 2022, when manufacturers have been nonetheless hoping that the cookie’s sentence can be commuted, 55% of advertisers have been unprepared for a world with out them. So businesses stepped into the breach for them.
5. Affiliate Advertising Is a Protected Haven for Publishers in a Cookieless Future
Rakuten Promoting’s Anthony Capano makes the case for affiliate internet marketing as the best way for publishers to obtain truthful compensation for his or her content material and retain the all-important first-party knowledge that’s fueling a increase in retail media.
4. Why Martin Company’s CEO Is Calling Out Coinbase Over Its QR Code Tremendous Bowl Advert
At first, Coinbase’s bouncing QR code stood out as an uncommonly stark Tremendous Bowl play that labored. However controversy shortly arose about who was truly chargeable for the thought behind the advert after a Twitter thread by the crypto alternate’s CEO. Since then, 2022 went on to develop into the yr of giving credit score the place it’s due, particularly relating to inventive administrators.
3. Adidas Tweeted 25 Pairs of Naked Breasts to Launch a Marketing campaign for Inclusive Sports activities Bras
Many manufacturers discuss the discuss of embracing all our bodies, however Adidas walked the stroll with its new sports activities bra line in a marketing campaign created by an all-female staff.
2. Pepsi Will No Longer Sponsor the Tremendous Bowl Halftime Present
The beverage large had a 10-year run because the title sponsor of essentially the most star-studded business break in tv, however now it’s wanting elsewhere to attach with youthful customers.
1. The ten Finest Tremendous Bowl Adverts of 2022
Promoting’s greatest stage stays the NFL’s season-ending showdown, however this yr’s winner introduced a giant twist: beloved amongst advertising and marketing executives, it ranked lifeless final in USA As we speak’s viewer ballot. Ponder that when planning your subsequent marketing campaign.
