Campaign Orchestration

PepsiCo launches “Flavor Swap,” a social-first campaign and its first TikTok Shop product drop, pairing new chip mashups with top creators.

Depop launches “Depoponomics,” a national campaign featuring Kelis that positions resale as a practical way for consumers to earn extra income.

Dentsu partners with Iconic Arts to develop entertainment IP driven by data, signaling a shift from campaigns to cultural assets.

Uber Eats extends its Super Bowl campaign with an in-app experience that lets viewers remix its commercial, aiming to boost engagement beyond costly TV airtime.

The Super Bowl was once a football game interrupted by commercials. In 2026, it has become a marketing ecosystem interrupted by football.

From gaming integrations to post-game activations, marketers at Super Bowl LX reveal how cultural insight and strategy now matter more than the 30-second spot.

Pepsi brings back the Pepsi Challenge for Super Bowl LX, starring a polar bear and touting Pepsi Zero Sugar’s growth in a playful jab at Coke Zero.

Heinz introduces KegChup, a 114-ounce ketchup keg, aiming to become a Super Bowl staple and drive fan engagement without an $8 million ad buy.

Coca-Cola kicks off its FIFA World Cup 2026 campaign, reimagining Van Halen’s “Jump” and rolling out global ads, digital activations, and fan experiences.

Chipotle launches a new TV campaign contrasting its fresh ingredients with factory-made fast food, reinforcing its long-running message of real, simple food.