Campaign Trail: Spotify shoots for holiday 3-peat; Stonyfield nods to 'Parks & Rec'; 'Viva La Vulva'

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Stonyfield nods to 'Parks & Rec'; 'Viva La Vulva'" /> <meta name="medium" content="news" /> <meta name="date" content="2018-11-30" /> <meta name="twitter:card" content="summary_large_image"> <meta name="twitter:domain" content="Marketing Dive"> <meta name="twitter:site" content="@marketingdive"> <meta property="og:title" name="og:title" content="Campaign Trail: Spotify shoots for holiday 3-peat; Stonyfield nods to 'Parks & Rec'; 'Viva La Vulva'" /> <meta property="og:site_name" name="og:site_name" content="Marketing Dive" /> <meta property="og:type" name="og:type" content="article" /> <meta name="article_date_original" content="Friday, November 30, 2018, 09:00 AM" /> <meta property="og:url" name="og:url" content="https://www.marketingdive.com/news/campaign-trail-spotify-shoots-for-holiday-3-peat-stonyfield-nods-to-park/543295/" /> <meta property="og:image" name="og:image" content="https://imgproxy.divecdn.com/4w51Vbn2enssY3NIi_nEK9bgpvJN-eEqEMHCsoujF7M/g:ce/rs:fit:770:435/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9zdG9ueWZpZWxkLWFzY290dC5qcGVn.webp" /> <meta property="og:description" name="og:description" content="The streaming platform unwraps more data-driven billboards, while a yogurt maker fights against soccer fields sprayed with pesticides and a feminine-care brand gets provocative. " /> <meta name="sailthru.date" content="2018-11-30T09:00:00" /> <meta name="sailthru.expire_date" content="2028-11-17T09:00:00" /> <meta name="sailthru.author" content="Peter Adams, Natalie Black (Koltun) and Chris Kelly" /> <meta name="sailthru.image.full" content="https://imgproxy.divecdn.com/4w51Vbn2enssY3NIi_nEK9bgpvJN-eEqEMHCsoujF7M/g:ce/rs:fit:770:435/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9zdG9ueWZpZWxkLWFzY290dC5qcGVn.webp" />  <meta name="sailthru.image.thumb" content="https://imgproxy.divecdn.com/MlixwQ4RWeYsm1G3WpNEsul0UX1_x5oqiicGgjy8q5o/g:ce/rs:fit:106:60/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9zdG9ueWZpZWxkLWFzY290dC5qcGVn.webp" />  <meta name="sailthru.description" content="The streaming platform unwraps more data-driven billboards, while a yogurt maker fights against soccer fields sprayed with pesticides and a feminine-care brand gets provocative. " /> <link rel="stylesheet" href="/static/css/dive_app.css?080417021224"> <script> // Initialize dataLayer empty array for GTM events window.dataLayer = window.dataLayer || []; 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Any arguments passed to .trigger() will also be passed along // to the associated function function waitForTriggerHandler() { var function_queue = []; var trigger_arguments = []; this._triggered = false; this.push = function(fn) { if (this._triggered) { // just run it immediately if handler has already been triggered fn.apply(null, trigger_arguments); } else { // otherwise add to the queue to run later function_queue.push(fn); } }; this.trigger = function() { // any arguments passed to trigger(foo, bar, baz) will also be passed along to functions in the queue // first convert any arguments to an array trigger_arguments = Array.prototype.slice.call(arguments); while (function_queue.length){ // for each function in the queue, pop it off and then execute it while passing in any // args that may have been passed to trigger(). function_queue.pop().apply(null, trigger_arguments); // The "null" above is for the value of "this". // See https://developer.mozilla.org/en-US/docs/Web/JavaScript/Reference/Global_Objects/Function/apply#Parameters } this._triggered = true; } } // set up waitToLoadAds handler window.waitToLoadAds = new waitForTriggerHandler(); // We set up the triggers for this below, they depend on whether we're loading lytics on the page </script> <script type="text/javascript"> // This token is here for test_lytics_snippet.py test: lytics-is-enabled window.googletag = window.googletag || {}; googletag.cmd = googletag.cmd || []; // initialize callback (source: https://learn.lytics.com/product-docs/lytics-javascript-tag/receiving-data-from-lytics) !function(){"use strict";var o=window.jstag||(window.jstag={}),r=[];function n(e){o[e]=function(){for(var n=arguments.length,t=new Array(n),i=0;i<n;i++)t[i]=arguments[i];r.push([e,t])}}n("send"),n("mock"),n("identify"),n("pageView"),n("unblock"),n("getid"),n("setid"),n("loadEntity"),n("getEntity"),n("on"),n("once"),n("call"),o.loadScript=function(n,t,i){var e=document.createElement("script");e.async=!0,e.src=n,e.onload=t,e.onerror=i;var o=document.getElementsByTagName("script")[0],r=o&&o.parentNode||document.head||document.body,c=o||r.lastChild;return null!=c?r.insertBefore(e,c):r.appendChild(e),this},o.init=function n(t){return this.config=t,this.loadScript(t.src,function(){if(o.init===n)throw new Error("Load error!");o.init(o.config),function(){for(var n=0;n<r.length;n++){var t=r[n][0],i=r[n][1];o[t].apply(o,i)}r=void 0}()}),this}}(); // custom init + lytics default install tag from https://activate.getlytics.com/connect?aid=2751 // see https://learn.lytics.com/understanding/product-docs/lytics-javascript-tag/configuration#configuration-options var lyticsCid = '44fda7674f94228540d8fba6786f9770'; console.log('You are using the Lytics Prod account'); jstag.init({ src: `https://c.lytics.io/api/tag/${lyticsCid}/latest.min.js`, pageAnalysis: { dataLayerPull: { disabled: true } } }); jstag.pageView(); (function(){ var sailthru_cookie, sailthru_user_id; function read_cookie(cookieName) { var re = new RegExp('[; ]'+cookieName+'=([^\\s;]*)'); var sMatch = (' '+document.cookie).match(re); if (cookieName && sMatch) return unescape(sMatch[1]); return ''; } sailthru_cookie = read_cookie('sailthru_hid'); if (sailthru_cookie.length > 56) { sailthru_user_id = sailthru_cookie.slice(32,56); jstag.send({ st_profile_id: sailthru_user_id }); } })(); jstag.call('entityReady', waitToLoadAds.trigger); setTimeout(waitToLoadAds.trigger, 1000); // also trigger lytics if it's taking too long waitToLoadAds.push(function (lytics_data) { // lytics_data won't be defined if lytics failed to load correctly. In that case // we don't need to set any segments. if (lytics_data && lytics_data.segments) { googletag.cmd.push(function() { googletag.pubads().setTargeting("LyticsSegments", lytics_data.segments); }); } }); function getUID(id) { window.dataLayer.push({'user_id': id}); }; jstag.getid(getUID); </script> <script type="text/javascript" src="/static/js/mailcheck.min.js?192616240919"></script> <script type="text/javascript" src="/static/js/dive_mailcheck.js?192616240919"></script> <script src="/static/js/app.js?040116120224"></script> <script type="text/javascript"> var divecounter_settings = {}; divecounter_settings.showSignupAd = true; </script> <script type="text/javascript" src="/static/js/divecounter.js?261616040423"></script> <script type="text/javascript"> // Special unbounce signup thing for google traffic. Test with ?test_unbounce in the URL // Note: divecounter must already be loaded. Only enabled on pages that would normally have signup ads // Note: showSignupAd is always off if prestitial is enabled! if ((typeof divecounter !== "undefined") && ($(window).width() > 640)) { var test_unbounce = (window.location.href.indexOf("?test_unbounce")>=0); var force_unbounce = (window.location.href.indexOf("signupbounce=1")>=0) || (window.location.href.indexOf("utm_campaign=Linked-HR")>=0) || (window.location.href.indexOf("utm_source=outbrain")>=0); if (test_unbounce || force_unbounce || (document.referrer.match(/^https?:\/\/(www\.google\.|news\.google\.|t\.co|twitter\.com|www\.facebook\.com)/i) && divecounter.getOption('showSignupAd') && divecounter.canShow(1,1)) ) { // dyanmically load ouibounce.js only on pages where its needed $.getScript("/static/js/ouibounce.min.js?102717100918", function(){ // Once ouibounce.js loads, call the script // We're reusing divecounter's modal instead of OuiBounce's modal code (that's why we pass it 'false') var _ouibounce = ouibounce(false, { aggressive: test_unbounce, // ignore cookie in test mode cookieName: '_viewedOuiBounce', // underscored cookies should be ignored by Varnish callback: function() { divecounter_open_ad(); } }); }); } // end should show unbounce } // end divecounter defined </script> <script type="text/javascript"> // Load analytics.js (universal analytics) first (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); // set all the variables that are per-session or per-visit ga( 'create', 'UA-19684343-10', 'auto', {'name': 'orig'}, {'siteSpeedSampleRate': 2} ); // Set the same variables for aggregate data profile ga( 'create', 'UA-19684343-45', 'auto', {'name': 'agg'}, {'siteSpeedSampleRate': 2} ); //GA.js for tracking outbound links function trackOutboundLink(link, category, action, redirect) { try{ ga('orig.send', 'event', category, action); } catch(err) {} try{ ga('agg.send', 'event', category, action); } catch(err) {} //Timer to prevent redirect before processing data - not necessary if opening tab in new window if(redirect){ setTimeout(function(){ document.location.href = link.href; }, 100); } } $(document).ready(function() { $(".outboundlink").click(function() { trackOutboundLink(this, 'outboundlink', this.link, this.target != '_blank'); }); }); ga("orig.set", { "dimension3": "Peter Adams, Natalie Black (Koltun), Chris Kelly", "dimension4": "Nov 30, 2018", "dimension5": "Campaign Trail, Creative, Social Media, Video", "dimension6": "", "dimension7": "20181130", "dimension8": "Column", "dimension11": "False", }); ga("agg.set", { "dimension3": "Peter Adams, Natalie Black (Koltun), Chris Kelly", "dimension7": "Nov 30, 2018", "dimension5": "Campaign Trail, Creative, Social Media, Video", "dimension6": "", "dimension4": "20181130", "dimension8": "Column", "dimension11": "False", }); var diveSendPageviewEvent = true; if (diveSendPageviewEvent === true) { ga('orig.send', 'pageview'); ga('agg.send', 'pageview'); console.log('Queued sending of the pageview event to Google Analytics.'); } else { console.log('Sending the Google Analytics pageview event is disabled for this page.'); } // Actually track outbound links // Not sure if this is being used? var trackOutboundRegisterLink = function (url) { ga('agg.send', 'event', 'event_register', url, 'Registered for event', {'hitCallback': function () { document.location = url; } }); }; // Not sure if this is being used? var trackOutboundWebsiteLink = function (url) { // No need to manually change document.location; website opens in new tab ga('agg.send', 'event', 'event_website', url, 'Visited event site'); }; </script> <script type="module" src="/static/js/dist/googleAnalyticsHelper.bundle.js?340617021224" ></script> <script type="text/javascript"> function read_cookie(cookieName) { var re = new RegExp('[; ]'+cookieName+'=([^\\s;]*)'); var sMatch = (' '+document.cookie).match(re); if (cookieName && sMatch) return unescape(sMatch[1]); return ''; } var script = document.createElement('script'); script.type = 'text/javascript'; script.async = true; script.addEventListener('load', function(e) { // we only pass the template this context variable on newsposts let informaData = false; informaData = {"canonicalUrl": "https://www.marketingdive.com/news/campaign-trail-spotify-shoots-for-holiday-3-peat-stonyfield-nods-to-park/543295/", "pageIsSponsored": false, "pageSponsor": "", "contentAuthor": "Peter Adams, Natalie Black (Koltun) and Chris Kelly", "contentPubDate": "2018-11-30 09:00:00", "pageID": "newspost 543295", "pageTitle": "Campaign Trail: Spotify shoots for holiday 3-peat; Stonyfield nods to 'Parks & Rec'; 'Viva La Vulva'", "pageType": "column", "primaryTerm": "Campaign Trail, Creative, Social Media, Video", "secondaryTerm": ""}; if (window.IIRISTracker) { var sailthru_id = read_cookie('sailthru_hid'); if (sailthru_id.length > 56) { sailthru_id = sailthru_id.slice(32,56); } var notProduction = 'False' === 'True'; var domain = 'www.marketingdive.com'.split('.')[1]; // on non-prod environment, there is specific collector domain to send the data to. var cDomain = notProduction ? 'com-informa-prod1.mini.snplow.net' : 'c.' + domain + '.com' // removed .com previous line var cfg = { config: { td: {}, snowplow: { context: {} } } }; cfg.config.idsource = 'sailthruid'; cfg.config.snowplow.appId = domain; cfg.config.snowplow.cDomain = cDomain; cfg.config.td.lob = 'it'; cfg.config.td.domain = domain; cfg.config.snowplow.contentTagEnabled = !!informaData cfg.config.snowplow.context = informaData window.IIRISTracker.initConfig(cfg); window.IIRISTracker.setTrackingUID(sailthru_id); var irisEvt = new Event('trackerLoaded'); window.dispatchEvent(irisEvt); } else { window.addEventListener('trackerLoaded', function(evt) { if(window.IIRISTracker) { window.IIRISTracker.setTrackingUID(sailthru_id); } }); } }); script.src = 'https://static.iris.informa.com/widgets/v3.0/iris-t.js'; document.getElementsByTagName('head')[0].appendChild(script); </script> <script type="text/javascript"> jQuery.browser = {}; (function () { jQuery.browser.msie = false; jQuery.browser.version = 0; if (navigator.userAgent.match(/MSIE ([0-9]+)\./)) { jQuery.browser.msie = true; jQuery.browser.version = RegExp.$1; } })(); </script>  <script type="text/javascript" src="/static/js/jquery.simplemodal.divefork.min.js?093716120922"></script> <style> /* dynamic style overrides based on DB go here*/ </style> <meta name="sailthru.title" content="Campaign Trail: Spotify shoots for holiday 3-peat; Stonyfield nods to 'Parks & Rec'; 'Viva La Vulva'" /> <meta name="sailthru.post_type" content="Column" /> <meta name="sailthru.dive_awards" content="False" /> <meta name="sailthru.post_updated" content="False" /> <meta name="lytics:topics" content="Campaign Trail, Social Media, Video, Creative" /> <meta name="robots" content="max-image-preview:large"> <meta name="news_keywords" content="Campaign Trail,campaign-trail,Creative,creative,Social Media,Social-media-marketing,Video,Video-marketing"/> <script type="text/javascript"> /** Stolen from http://stackoverflow.com/questions/24816/escaping-html-strings-with-jquery **/ $(document).ready(function () { //"Tweet this" pullquote sections // This is used in the processing of 'tweet this' pull quotes function escapeHtml(string) { var entityMap = { "&": "&", "<": "<", ">": ">", '"': '"', "'": ''', "/": '/' }; return String(string).replace(/[&<>"'\/]/g, function (s) { return entityMap[s]; }); } // Process the twitter pullquote sections: // * create the link // * create the text ('tweet this quote') for the link $(".pquote").each(function (index) { var j_words; if ($(this).data('twitter-text') != 'undefined') { j_words = $(this).children('.tweetwords').first(); } else { j_words = $(this).data('twitter-text'); } var j_replace = $(this).children('.tweetquote').first(); var clean_text = escapeHtml(j_words.text()); var link_attributes = 'href="https://twitter.com/intent/tweet?text=' + clean_text + '%20https%3A//www.marketingdive.com/news/campaign-trail-spotify-shoots-for-holiday-3-peat-stonyfield-nods-to-park/543295/' + '" class="popup button twitter" data-sharebutton="tweet_quote" data-shareusing="twitter"'; var img = '<img src="/static/img/social_icons/twitter-follow-icon.png?102717100918" alt="Share on Twitter" loading="lazy">'; var link = '<a ' + link_attributes + '>Tweet this quote' + img + '</a>'; j_replace.html(link); }); }); </script> <script data-cfasync="false" type="text/javascript" src="/static/js/prestitial.js?270116210524"></script> <script async src="https://securepubads.g.doubleclick.net/tag/js/gpt.js"></script> <script src="/static/js/dist/signupDataGam.bundle.js?340617021224"></script> <script type="text/javascript" src="/static/js/dist/adTemplates.bundle.js?340617021224"></script> <script> var eventMethod = window.addEventListener ? "addEventListener" : "attachEvent"; var eventer = window[eventMethod]; var messageEvent = eventMethod == "attachEvent" ? "onmessage" : "message"; // Build the site_logos object to be later referenced in house ads const site_logos = {}; site_logos['diveapi'] = { domain: 'diveapi', site_name: "API Site", alt_text: "API Site logo", is_current_site: false, white: { png: "None", svg: "None", }, black: { png: "None", svg: "None", } }; site_logos['agriculturedive'] = { domain: 'agriculturedive', site_name: "Agriculture Dive", alt_text: "Agriculture Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_black.svg", } }; site_logos['automotivedive'] = { domain: 'automotivedive', site_name: "Automotive Dive", alt_text: "Automotive Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_black.svg", } }; site_logos['bankingdive'] = { domain: 'bankingdive', site_name: "Banking Dive", alt_text: "Banking Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_black.svg", } }; site_logos['biopharmadive'] = { domain: 'biopharmadive', site_name: "BioPharma Dive", alt_text: "BioPharma Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_black.svg", } }; site_logos['cfo'] = { domain: 'cfo', site_name: "CFO.com", alt_text: "CFO.com logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_white.svg", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_black.svg", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_black.svg", } }; site_logos['cfodive'] = { domain: 'cfodive', site_name: "CFO Dive", alt_text: "CFO Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_black.svg", } }; site_logos['ciodive'] = { domain: 'ciodive', site_name: "CIO Dive", alt_text: "CIO Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_black.svg", } }; site_logos['constructiondive'] = { domain: 'constructiondive', site_name: "Construction Dive", alt_text: "Construction Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_black.svg", } }; site_logos['cstoredive'] = { domain: 'cstoredive', site_name: "C-Store Dive", alt_text: "C-Store Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_black.svg", } }; site_logos['customerexperiencedive'] = { domain: 'customerexperiencedive', site_name: "CX Dive", alt_text: "CX Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_black.svg", } }; site_logos['cybersecuritydive'] = { domain: 'cybersecuritydive', site_name: "Cybersecurity Dive", alt_text: "Cybersecurity Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_black.svg", } }; site_logos['educationdive'] = { domain: 'educationdive', site_name: "Education Dive", alt_text: "Education Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_black.svg", } }; site_logos['esgdive'] = { domain: 'esgdive', site_name: "ESG Dive", alt_text: "ESG Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_black.svg", } }; site_logos['facilitiesdive'] = { domain: 'facilitiesdive', site_name: "Facilities Dive", alt_text: "Facilities Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_black.svg", } }; site_logos['fashiondive'] = { domain: 'fashiondive', site_name: "Fashion Dive", alt_text: "Fashion Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_black.svg", } }; site_logos['fooddive'] = { domain: 'fooddive', site_name: "Food Dive", alt_text: "Food Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_black.svg", } }; site_logos['grocerydive'] = { domain: 'grocerydive', site_name: "Grocery Dive", alt_text: "Grocery Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_black.svg", } }; site_logos['healthcaredive'] = { domain: 'healthcaredive', site_name: "Healthcare Dive", alt_text: "Healthcare Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_black.svg", } }; site_logos['highereddive'] = { domain: 'highereddive', site_name: "Higher Ed Dive", alt_text: "Higher Ed Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_black.svg", } }; site_logos['hoteldive'] = { domain: 'hoteldive', site_name: "Hotel Dive", alt_text: "Hotel Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_black.svg", } }; site_logos['hrdive'] = { domain: 'hrdive', site_name: "HR Dive", alt_text: "HR Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_black.svg", } }; site_logos['k12dive'] = { domain: 'k12dive', site_name: "K-12 Dive", alt_text: "K-12 Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_black.svg", } }; site_logos['legaldive'] = { domain: 'legaldive', site_name: "Legal Dive", alt_text: "Legal Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_black.svg", } }; site_logos['manufacturingdive'] = { domain: 'manufacturingdive', site_name: "Manufacturing Dive", alt_text: "Manufacturing Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_black.svg", } }; site_logos['marketingdive'] = { domain: 'marketingdive', site_name: "Marketing Dive", alt_text: "Marketing Dive logo", is_current_site: true, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_black.svg", } }; site_logos['medtechdive'] = { domain: 'medtechdive', site_name: "MedTech Dive", alt_text: "MedTech Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_black.svg", } }; site_logos['mobilemarketer'] = { domain: 'mobilemarketer', site_name: "Mobile Marketer", alt_text: "Mobile Marketer logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_black.svg", } }; site_logos['multifamilydive'] = { domain: 'multifamilydive', site_name: "Multifamily Dive", alt_text: "Multifamily Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_black.svg", } }; site_logos['packagingdive'] = { domain: 'packagingdive', site_name: "Packaging Dive", alt_text: "Packaging Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_black.svg", } }; site_logos['paymentsdive'] = { domain: 'paymentsdive', site_name: "Payments Dive", alt_text: "Payments Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_black.svg", } }; site_logos['pharmavoice'] = { domain: 'pharmavoice', site_name: "PharmaVoice", alt_text: "PharmaVoice logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_black.svg", } }; site_logos['proformative'] = { domain: 'proformative', site_name: "Proformative", alt_text: "Proformative logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_black.svg", } }; site_logos['restaurantdive'] = { domain: 'restaurantdive', site_name: "Restaurant Dive", alt_text: "Restaurant Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_black.svg", } }; site_logos['retaildive'] = { domain: 'retaildive', site_name: "Retail Dive", alt_text: "Retail Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_black.svg", } }; site_logos['smartcitiesdive'] = { domain: 'smartcitiesdive', site_name: "Smart Cities Dive", alt_text: "Smart Cities Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_black.svg", } }; site_logos['socialmediatoday'] = { domain: 'socialmediatoday', site_name: "Social Media Today", alt_text: "Social Media Today logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_color.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_color.svg", } }; site_logos['supplychaindive'] = { domain: 'supplychaindive', site_name: "Supply Chain Dive", alt_text: "Supply Chain Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_black.svg", } }; site_logos['truckingdive'] = { domain: 'truckingdive', site_name: "Trucking Dive", alt_text: "Trucking Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_black.svg", } }; site_logos['utilitydive'] = { domain: 'utilitydive', site_name: "Utility Dive", alt_text: "Utility Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_black.svg", } }; site_logos['wastedive'] = { domain: 'wastedive', site_name: "Waste Dive", alt_text: "Waste Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_black.svg", } }; // Get the dive domain and return the dive logo object, or null if it doesn't exist in site_logos function getDivesiteLogoObject(link_url, alt_domain='') { let dive_domain; // Split link URL on 'adurl=' and take what comes after as the ad url const ad_url = decodeURIComponent(link_url.split('adurl=')[1]); // Split on . to get an array of hostname segments const dive_domain_array = new URL(ad_url).hostname.split('.'); // Retrieve the second to last element of the hostname array, which should always be the domain dive_domain = dive_domain_array[dive_domain_array.length - 2] if (alt_domain) { // If alt_domain has been specified, normalize it. i.e. "HR Dive", "http://hrdive.com", etc. => "hrdive" // This will override the link url's domain. dive_domain = alt_domain.replace(/\s+/g, '').replace(/^(https?:\/\/)?(www\.)?|\.com.*|\?.*|#.*/gi, '').toLowerCase(); } // Return the site logos object for this domain if it exists, or null if it does not if (site_logos[dive_domain]) { return site_logos[dive_domain]; } else { // Fallback logo const url_prefix = "https://d12v9rtnomnebu.cloudfront.net/divesite/responsive_ad_assets/small_logos/"; return { domain: 'industrydive', site_name: 'Industry Dive', alt_text: 'Industry Dive logo', white: { svg: url_prefix + 'industrydive-small-white.svg', png: url_prefix + 'industrydive-small-white.png', }, black: { svg: url_prefix + 'industrydive-small-black.svg', png: url_prefix + 'industrydive-small-black.png', } } } } eventer(messageEvent, function (e) { var key = e.message ? "message" : "data"; var data = e[key]; var eventName = data.message || 'ignore'; if (eventName == 'adContentAvailable') { var $ad_element; $ad_element = $('div').filter('[data-container-ad-unit-id="' + data.adUnit + '-' + window.dfp_visibility + '"]'); $ad_element.hide() var nativeAdEditorialSelector = '.sidebar .hybrid-ad-wrapper .native-ad-editorial'; var nativeAdEditorialExists = $(nativeAdEditorialSelector).length > 0; if ( nativeAdEditorialExists ) { $(nativeAdEditorialSelector).closest('.hybrid-ad-wrapper').addClass('native-ad-editorial-sidebar-border'); } // Inline homepage ad $('.feed-item-ad .hybrid-ad-wrapper a').each(function (index, element) { window.updateGamAdUrl(element, 'inline'); }); // Editorial native ad sidebar // NOTE: must go before inline native ad to ensure correct location added $('.sidebar .native-ad.editorial a').each(function (index, element) { window.updateGamAdUrl(element, 'sidebar'); }); // Editorial native ad inline $('.native-ad.editorial a').each(function (index, element) { window.updateGamAdUrl(element, 'inline'); }); // Sidebar ad $('.sidebar .hybrid-ad-wrapper a').each(function (index, element) { window.updateGamAdUrl(element, 'sidebar'); }); } }, false); var googletag = googletag || {}; googletag.cmd = googletag.cmd || []; googletag.cmd.push(function () { var desktopWidth = 1024; if (window.innerWidth >= desktopWidth) { window.dfp_visibility = 'desktop'; } else { window.dfp_visibility = 'mobile'; } var dfpDisplayConfiguration = { "prestitialEnabled": true, "leaderboardEnabled": true, "sidebarAdsEnabled": true, "visibility": window.dfp_visibility }; if (window.dfp_visibility == 'desktop') { if (typeof prestitialAds == 'object' && prestitialAds.pageIsPrestitialEligible()) { googletag.defineSlot('/21662595662/marketingdive/marketingdiveprestitial', [[500, 300], [640, 480]], 'paychekgoeshere').addService(googletag.pubads()); } if (dfpDisplayConfiguration.leaderboardEnabled) { googletag.defineSlot('/21662595662/marketingdive/marketingdiveleaderboard', [[970, 180], [728, 90], [970, 90]], 'dfp-leaderboard-desktop').addService(googletag.pubads()); googletag.pubads().addEventListener('slotRenderEnded', function (event) { if ((event.slot.getAdUnitPath() === '/21662595662/marketingdive/marketingdiveleaderboard' || event.slot.getAdUnitPath() === '/21662595662/marketingdive/marketingdiveleaderboard') && !event.isEmpty ) { $(window).blur(function () { if (document.activeElement === $('#dfp-leaderboard-desktop iframe')[0] || document.activeElement === $('#dfp-leaderboard-desktop iframe')[0]) { try { localStorage.setItem('leaderboard_signup_path', document.location.pathname); } catch (e) { // local storage could not be available due to privacy settings or something } } }); } }); } if (dfpDisplayConfiguration.sidebarAdsEnabled) { googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid1', [[300, 250], 'fluid', [160, 600]], 'dfp-hybrid1-desktop').addService(googletag.pubads()); } googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid2', [[300, 250], 'fluid'], 'dfp-hybrid2-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid3', [[300, 250], 'fluid'], 'dfp-hybrid3-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid4', [[300, 250], 'fluid'], 'dfp-hybrid4-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid1', ['fluid'], 'dfp-thankyouhybrid1-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivethankyouhybrid2', ['fluid'], 'dfp-thankyouhybrid2-desktop').addService(googletag.pubads()); } else { googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid1', [[300, 250], 'fluid'], 'dfp-hybrid1-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid2', [[300, 250], 'fluid'], 'dfp-hybrid2-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/marketingdive/marketingdivehybrid3', [[300, 250], 'fluid'], 'dfp-hybrid3-mobile').addService(googletag.pubads()); 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class="first-page-pdf">  <div class="printed-branding"> <span class="promoted-branded-copy">An article from</span> <img src="https://d12v9rtnomnebu.cloudfront.net/logo/printer_friendly/marketingdive.jpg" alt="site logo"> </div> <div class="article-title-wrapper"> <div class="post-label-wrapper"> <span class="post-label post-label--medium "> Column </span> </div> <h1 class="display-heading-04"> Campaign Trail: Spotify shoots for holiday 3-peat; Stonyfield nods to 'Parks & Rec'; 'Viva La Vulva' </h1> <p>The streaming platform unwraps more data-driven billboards, while a yogurt maker fights against soccer fields sprayed with pesticides and a feminine-care brand gets provocative.</p> </div> <div class="byline"> <div class="article-byline"> <div class="date date-bottom-border"> <span class="published-info"> Published Nov. 30, 2018 </span> </div> <div class="byline-row "> <div class="author "> <span class="byline-show-large-inline ">By</span> <div class="author-row "> <div class="author-name 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https://imgproxy.divecdn.com/nFPxOhcZKybuHDsDpKUHxJABk5xVcuS_y7eLmYChRiw/g:ce/rs:fill:800:450:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9zdG9ueWZpZWxkLWFzY290dC5qcGVn.webp 800w, https://imgproxy.divecdn.com/HjxKr-zJpG6S906kzzmH5GmYIesY8IRz_oyGVwt_6Wo/g:ce/rs:fill:1200:675:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9zdG9ueWZpZWxkLWFzY290dC5qcGVn.webp 1200w, https://imgproxy.divecdn.com/5XJYHA-8MaSk9fuWlVEj1oTiSAxRcAoVvTc2RQ1W6LE/g:ce/rs:fill:1600:900:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9zdG9ueWZpZWxkLWFzY290dC5qcGVn.webp 1600w" sizes="(min-width: 64em) 60vw, 100vw" alt="" > </div> <figcaption class="inside_story_caption"> <span class="source_text"> <a href="https://www.prnewswire.com/news-releases/actor-adam-scott-lends-talents-to-stonyfield-organics-playfree-initiative-with-the-ridiculous-new-rules-of-soccer-video-300755241.html" target="_blank">PR Newswire</a> </span> </figcaption> </figure> </div> <div class="row"> <div class="article-large-12 columns article-wrapper"> <div class="print-wrapper"> <div class="add-drop-cap large medium article-body"> <div class="editor-note"> <p><em>Campaign Trail is our look at some of the best and worst new creative efforts from the marketing world. View past columns <a href="https://www.marketingdive.com/topic/campaign-trail/">in the archives here</a>.</em></p> </div> <p>Our editors' picks this week examine a feminine-products brand's provocative, body positive campaign, Spotify's latest go at data-driven out-of-home (OOH) advertising and a Stonyfield video that plays on turf popularized by "Parks & Recreation": </p> <h3 class="standard-heading"><span>Spotify unwraps third iteration of lauded OOH campaign </span></h3> <p><span><strong>The rundown</strong><span>: Spotify this week rolled out the third iteration of its year-end marketing campaign "Wrapped," which uses data from users' playlists and listening habits to inform OOH billboards. This year, more than 50 artists, such as Ariana Grande, Post Malone and Shakira with Maluma, appear in the creative and will crop up in markets where they are most popular, according to details shared with Marketing Dive. A billboard featuring Grande measures the amount of playlists that have "God is a man" versus "<a href="https://www.youtube.com/watch?v=kHLHSlExFis" target="_blank">God is a woman</a>" in them, with the latter crushing the competition.</span></span></p> <div class="hybrid-ad-wrapper show-small hide-large"> <div class="hybrid-ad-inner-wrapper"> <div class="show-small hide-large"> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid1-mobile"></div> <div id="dfp-hybrid1-mobile"> <script data-cfasync="false" src="/cdn-cgi/scripts/5c5dd728/cloudflare-static/email-decode.min.js"></script><script> waitToLoadAds.push(function() { googletag.cmd.push(function() { if (window.dfp_visibility == 'mobile' ) { googletag.display('dfp-hybrid1-mobile'); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid1'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-mobile'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); } }); }); </script> </div> </div> </div> </div> <div class="hybrid-ad-wrapper hide-small show-large"> <div class="hybrid-ad-inner-wrapper"> <div class="hide-small show-large"> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid2-desktop"></div> <div id="dfp-hybrid2-desktop"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { if (window.dfp_visibility == 'desktop' ) { googletag.display('dfp-hybrid2-desktop'); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid2'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-desktop'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); } }); }); </script> </div> </div> </div> </div> <p><span><span>Spotify's OOH initiative, which debuted in 2016, this year runs in the U.S., U.K., Australia, Brazil and Canada, among other countries, and includes digital and social media elements. For 2018, the campaign will also put a spotlight on the streaming platform's push into podcasts, showcasing shows like "My Favorite Murder," and play up memes </span><a href="https://www.nytimes.com/interactive/2018/05/16/upshot/audio-clip-yanny-laurel-debate.html" target="_blank"><span>like the Laurel versus Yanny</span></a><span> debate or the popular, holiday-centric "I don’t give a s*** what the calendar says, it's christmas" playlist. </span></span></p> <p><span><span>"Part of our creative process is to think about the cultural moments, tensions and oddities that defined 2018 and then see how music and podcasts helped people respond," Alex Bodman, global executive creative director at Spotify, said in a statement. </span></span></p> <figure class="inside_story"> <div class="figure_content"> <div><img class="is_expandable" data-expandable-type="dive_expand_uncropped" data-expandable-url="https://imgproxy.divecdn.com/lDaLhGIsnrK-B1e4Xd_XPsWxl2wxHcV8qRjmQQIbnw4/raw:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2xlZ2FjeV9zb3JsL2I0NjEwYmI1NTRlNjAxNTJjZGQ3ZjkyZTVlNjljNTQ2LmpwZw==" data-imagemodel="67470" src="https://imgproxy.divecdn.com/lDaLhGIsnrK-B1e4Xd_XPsWxl2wxHcV8qRjmQQIbnw4/raw:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2xlZ2FjeV9zb3JsL2I0NjEwYmI1NTRlNjAxNTJjZGQ3ZjkyZTVlNjljNTQ2LmpwZw=="/></div> </div> <figcaption class="inside_story_caption"> <div class="caption_text">"God is a woman" is a single off of Grande's latest album, "Sweetener."</div> <div class="source_text">Spotify</div> <div class="clearfix"> </div> </figcaption> </figure> <p><span><strong>The results</strong><span>: Spotify's initial version of "Wrapped" was </span><a href="https://www.adweek.com/creativity/spotify-crunches-user-data-fun-ways-new-global-outdoor-ad-campaign-174826/" target="_blank"><span>met with high praise</span></a><span> when it rolled out two years ago, and has become an oft-cited example of how marketers are breathing fresh life into the OOH space </span><a href="https://www.marketingdive.com/news/top-5-out-of-home-advertising-trends/541894/" target="_blank"><span>by leveraging data and digital insights</span></a><span> to bolster their outdoor creative. The streaming service's ability to tap into listeners' oddball habits and playlist naming conventions continues to yield funny results, with picks like "Yodel & Chill" and "Deep Scottish Yodel Trap" appearing on a billboard that ranks the top playlists for a decidedly niche genre. </span></span></p> <p><span><span>And yet, in some ways, the effort feels like it could be getting a little tired. While Spotify was early to innovate with data-driven OOH, the tactic has grown increasingly popular, and subsequently demands more innovation to stand out. "Wrapped" trying to tie a bow on 2018 thematically, playing into "tensions and oddities," doesn't hang together especially well. More unified creative messaging — focusing the ads squarely around a holiday theme, for example, or getting even more overtly political, like with the Grande billboard </span></span>— might've made a stronger impression. </p> <div class="hybrid-ad-wrapper show-small hide-large"> <div class="hybrid-ad-inner-wrapper"> <div class="show-small hide-large"> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid2-mobile"></div> <div id="dfp-hybrid2-mobile"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { if (window.dfp_visibility == 'mobile' ) { googletag.display('dfp-hybrid2-mobile'); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid2'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-mobile'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); } }); }); </script> </div> </div> </div> </div> <div class="hide-small show-large" id="desktop-inline-signup"></div> <p><span><span>Spotify dipping back into an old well without changing up the playbook too much might stem from the fact that it recently lost </span><a href="https://www.marketingdive.com/news/ad-age-spotify-sees-2nd-big-marketer-depart-in-as-many-weeks/532619/" target="_blank"><span>some high-profile marketing leadership</span></a><span>, including former CMO Seth Farbman, who helped architect the original OOH campaign. </span></span><span><span>One fresh addition this year is the promotion of podcasts on the platform, signaling how Spotify is pouring more resources into the audio format as it looks to extend its reach beyond music streaming. Spotify </span><a href="https://www.marketingdive.com/news/spotify-tunes-in-first-branded-podcast-series-with-new-amsterdam-vodka/530545/" target="_blank"><span>debuted its first branded podcast series</span></a><span>, "Ebb & Flow," with Amsterdam Vodka as launch sponsor in August. </span></span></p> <p><span><em>—Peter Adams </em></span></p> <h3 class="standard-heading">Stonyfield scoops up 'Parks & Rec' actor for organic fields push</h3> <p><strong>The rundown:</strong> Yogurt brand Stonyfield Organic added some star power to its mission-based initiative by partnering with actor Adam Scott. A video shows the "Parks & Recreation" actor attempting to convince a team of bored kids the new rules for soccer games on fields treated with pesticides, from swapping the ball every 20 yards to celebrating a goal by handing out educational brochures. </p> <p>"The Ridiculous New Rules of Soccer" campaign and its outlandish workarounds to a traditional game aims to highlight "how crazy it is that a majority of our parks and public fields are being sprayed every day with a chemical cocktail of harmful persistent pesticides," Stonyfield co-founder Gary Hirshberg <a href="https://www.prnewswire.com/news-releases/actor-adam-scott-lends-talents-to-stonyfield-organics-playfree-initiative-with-the-ridiculous-new-rules-of-soccer-video-300755241.html" target="_blank">said in a press release</a>. The video is the latest in the brand's <a href="https://www.stonyfield.com/blog/were-kicking-off-our-biggest-mission-yet" target="_blank">#PlayFree initiative</a>, which kicked off in August and aims to shift communities' approach to grounds management toward organic practices.</p> <p>One-minute clips of the creative were shared on Stonyfield's social media channels to extend the campaign's reach to the brand's collective 600,000 followers. To celebrate its 35th year in business and promote #PlayFree, Stonyfield is giving 35 communities advising and funding to convert their fields and parks to being pesticide-free.</p> <style type="text/css">.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; } </style> <div class="embed-container"><iframe allowfullscreen="" frameborder="0" src="https://www.youtube.com/embed/5-YlPNwFqzc"></iframe></div> <p><strong>The results:</strong> "The Ridiculous New Rules of Soccer" takes a humorous look at the presence of chemicals sprayed on public parks where kids play and communities gather. Enlisting Scott nods to his notable past role as Ben Wyatt and adds some star power to the effort that could increase appeal with fans of the actor who are hungry for more "Parks and Rec"-related content.</p><div class="show-small hide-large" id="mobile-inline-signup"></div><section class="storylines-carousel-wrapper hide-small show-large" id="desktop-carousel"></section> <p>Stonyfield here also plays into the current movement toward purpose-driving brand messaging. The push for organic field management aligns with the marketer's food products and broader chemical-free mission, which could resonate with loyalists and consumers with similar values. The nearly four-minute runtime is still overlong for what's essentially a branded PSA — even if it is lighthearted. It also falls flat at the end, with Scott cutting his funny-buzzkill character to look directly into the camera for a spiel about Stonyfield's initiatives, closing with a clear call-to-action asking viewers to learn more on Stonyfield's site and stop treating their own yards with chemicals.</p> <p>By splicing the relatively long video into 1-minute clips to share on social, Stonyfield could extend the shareability and viewership of the spot. As of press time, the long and short videos saw somewhat lagging viewership: just over 1,000 hits across YouTube and Twitter. The full video on Facebook generated Stonyfield's most promising number of 56,000 views.</p> <p><em><span><span>—Natalie Koltun</span></span></em></p> <h3 class="standard-heading">Libresse doesn't shy away from female anatomy </h3> <p><strong>The rundown:</strong> Swedish feminine-care brand Libresse on Nov. 23 unveiled a three-minute video called "Viva La Vulva" to promote its V-Care range of body washes, liners and wipes in Sweden and Denmark. Created with agency AMV BBDO, the ad uses conch shells, origami, oysters, handbags, cross stitch patterns, sea anemones and puppets, among other things, as visual metaphors for the vagina. </p> <p>Helmed by ad and music video director Kim Gehrig, the ad is soundtracked by Camille Yarbrough's "Take Yo' Praise" (famously sampled by Fatboy Slim on his 1998 hit "Praise You") and recontextualizes its well-known lyrics: "We've come a long long way together / Through the hard times and the good / I have to celebrate you baby / I have to praise you like I should." The ad closes with first-person confessionals about the myths and misinformation about the female anatomy. </p> <div class="hybrid-ad-wrapper hide-small show-large"> <div class="hybrid-ad-inner-wrapper"> <div class="hide-small show-large"> <div data-container-ad-unit-id="/21662595662/marketingdive/marketingdivehybrid4-desktop"></div> <div id="dfp-hybrid4-desktop"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { if (window.dfp_visibility == 'desktop' ) { googletag.display('dfp-hybrid4-desktop'); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/marketingdive/marketingdivehybrid4'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-desktop'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); } }); }); </script> </div> </div> </div> </div> <section class="storylines-carousel-wrapper show-small hide-large" id="mobile-carousel"></section> <p>Libresse "wants to contribute to a more open culture where women can feel proud of what they have, can feel OK about talking about their genitals and can care for it without feeling ashamed," the brand said in a statement to <a href="https://www.adweek.com/brand-marketing/everything-is-a-vagina-worth-singing-about-in-this-brands-glorious-viva-la-vulva-anthem/" target="_blank">Adweek</a>.</p> <style type="text/css">.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; } </style> <div class="embed-container"><iframe allowfullscreen="" frameborder="0" src="https://www.youtube.com/embed/0k-_4WloY6Y"></iframe></div> <p><strong>The results:</strong> Libresse's ad — more <a href="https://www.youtube.com/watch?v=PaYvlVR_BEc" target="_blank">Janelle Monae</a> than Georgia O'Keeffe — is intentionally provocative, as it attempts to normalize the vagina in the marketing space of feminine products, which has historically addressed the female body through euphemism. It follows the brand's <a href="https://adage.com/article/special-report-cannes-lions/libresse-s-blood-normal-takes-glass-lions-grand-prix-cannes/313993/" target="_blank">"Blood Normal"</a> campaign, which challenged the stigmas around menstruation by showing period blood in ads and won the Glass Grand Prix at Cannes Lions.</p> <p>The Libresse ads are the most explicit and daring to come out of a movement that prioritizes real bodies and body positivity over dated stereotypes and tired ad cliches. Thirty-six percent of consumers said they liked a brand more when its ads went against stereotypes, and 25% said they'd be more likely to make a purchase from those brands, <a href="https://www.marketingdive.com/news/study-brands-play-a-role-in-breaking-gender-stereotypes/506555/" target="_blank">according to a consumer survey by Choozle</a>.</p> <p>Brands are following the research. This year has seen major CPG companies modernize their approaches to gender portrayals in advertising. P&G announced several partnerships with media and advertising companies to <a href="https://www.marketingdive.com/news/pg-pushes-for-gender-equality-with-slew-of-new-partnerships/525985/" target="_blank">advance gender equality</a> in ad campaigns and support women in creative roles and Unilever expanded its Unstereotype initiative, an effort that began in 2016, by calling on content creators and distributors to remove any <a href="https://www.marketingdive.com/news/unilever-ramps-up-focus-on-quality-inclusion-in-marketing-with-2-initiativ/526074/" target="_blank">outdated stereotypes in their marketing</a>. Similarly, both <a href="https://www.marketingdive.com/news/dove-introduces-no-digital-distortion-mark-for-unaltered-photos-of-women/526600/" target="_blank">Dove</a> and <a href="https://www.marketingdive.com/news/cvs-depicts-beauty-in-real-life-in-first-campaign-featuring-unaltered-pho/521796/" target="_blank">CVS</a> have pledged to use unaltered photos in their campaigns, but few have matched the boldness of Libresse's effort.</p> <p><em><span><span>—Chris Kelly</span></span></em></p> </div> <div class="post-article-wrapper"> <div class="share-buttons"> <ul class="social-button-list"> <li> <a href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A//www.marketingdive.com/news/campaign-trail-spotify-shoots-for-holiday-3-peat-stonyfield-nods-to-park/543295/&title=Campaign%20Trail%3A%20Spotify%20shoots%20for%20holiday%203-peat%3B%20Stonyfield%20nods%20to%20%27Parks%20%26%20Rec%27%3B%20%27Viva%20La%20Vulva%27" class="social-button analytics t-article-end-social-linkedin" 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Google parent company Alphabet will report first quarter earnings today after the closing bell." loading="lazy" > </a> <figcaption> <img class="feed__attribution-icon" src="/static/images/info-icon.png?234917240220" width="16" height="16" alt="Image attribution tooltip" tabindex="0"> <div class="feed__attribution">Justin Sullivan via Getty Images</div> <img class="feed__attribution-icon" src="/static/images/info-icon.png?234917240220" width="16" height="16" alt="Image attribution tooltip" tabindex="-1"> </figcaption> </figure> </div> <div class="medium-7 columns"> <div class="label label--medium"> Deep Dive </div> <h3 class="feed__title feed__title--display"> <a href="/news/google-wont-deprecate-kill-cookies-chrome-advertising/722053/" class="analytics t-edfooter-edpicks-1"> And just like that, Google won’t be deprecating cookies. What now? </a> </h3> <p class="feed__description hide-small show-large">The tech giant backs off plans to implement a huge shift in digital marketing that faced pushback from adland and regulators around the world.</p> <div class="secondary-label"> By Chris Kelly • <span class="secondary-label">July 23, 2024</span> </div> </div> </li> <li class="row feed__item"> <div class="medium-5 columns"> <figure class="feed__image-container"> <a class="feed__image analytics t-edfooter-edpicks-2" href="/news/google-delays-cookie-deprecation-again-marketers-need-know/714117/"> <img class="" src="https://imgproxy.divecdn.com/wRr4519wty4OpaS82o3mRvu2o5JY6tC7zxcmQYfTvdI/g:ce/rs:fill:1200:675:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9HZXR0eUltYWdlcy0xOTE5OTA1MzQyX00yd2J6Z20uanBn.webp" width="1200" height="675" srcset="https://imgproxy.divecdn.com/VyhIJQII_yjKJlYvrtaep8cLGEEt7kxtC7v5ULkNpXs/g:ce/rs:fill:300:169:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9HZXR0eUltYWdlcy0xOTE5OTA1MzQyX00yd2J6Z20uanBn.webp 300w, https://imgproxy.divecdn.com/O_fM64f7q5G9M3kzP9amW13XXNrokCgBcUWrc7cqP1s/g:ce/rs:fill:600:338:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9HZXR0eUltYWdlcy0xOTE5OTA1MzQyX00yd2J6Z20uanBn.webp 600w, https://imgproxy.divecdn.com/wRr4519wty4OpaS82o3mRvu2o5JY6tC7zxcmQYfTvdI/g:ce/rs:fill:1200:675:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9HZXR0eUltYWdlcy0xOTE5OTA1MzQyX00yd2J6Z20uanBn.webp 1200w" sizes="(min-width: 40em ) 25vw, 100vw" alt="Shot of Google's NYC headquarters" loading="lazy" > </a> <figcaption> <img class="feed__attribution-icon" src="/static/images/info-icon.png?234917240220" width="16" height="16" alt="Image attribution tooltip" tabindex="0"> <div class="feed__attribution">Michael M. Santiago via Getty Images</div> <img class="feed__attribution-icon" src="/static/images/info-icon.png?234917240220" width="16" height="16" alt="Image attribution tooltip" tabindex="-1"> </figcaption> </figure> </div> <div class="medium-7 columns"> <h3 class="feed__title feed__title--display"> <a href="/news/google-delays-cookie-deprecation-again-marketers-need-know/714117/" class="analytics t-edfooter-edpicks-2"> Cookies get another stay of execution — but have marketers already moved on? </a> </h3> <p class="feed__description hide-small show-large">Marketers shouldn’t cancel their post-cookie plans, especially as Google faces antitrust action, the possibility of a nationwide data privacy law and its own shifting priorities.</p> <div class="secondary-label"> By Chris Kelly • <span class="secondary-label">April 24, 2024</span> </div> </div> </li> </ul> </div> <div style="display: none;" id="inline-signup-html-desktop"> <div class="inline-signup"> <p class="inline-signup__copy">Keep up with the story. 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class="pressrelease-footer-item__logo" height="50" loading="lazy" src="https://res.cloudinary.com/dmgi9movl/image/upload/dpr_2.0,h_50,w_50/v1731602049/press_release/assets/company_logos/Invoca_Logo_rwxu9x.png" width="50"/> </span> </div> </div> </a> <a class="pressrelease-footer-item__anchor analytics t-pr-edfooter-item" href="/press-release/20241122-m3-group-acquires-troy-based-strategic-communications-agency-roundtable6-1/"> <div class="large-3 columns pressrelease-footer-item js-pressrelease" data-pressrelease-full-url="https://www.marketingdive.com/press-release/20241122-m3-group-acquires-troy-based-strategic-communications-agency-roundtable6-1/"> <div class="pressrelease-footer-item__title"> M3 Group acquires Troy-based strategic communications agency roundtable6 </div> <div class="pressrelease-footer-item__description"> <div class="pressrelease-footer-item__company"> <div>From M3 Group</div> <div class="press-release-date">November 22, 2024</div> </div> <span> <img alt="M3 Group 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California. 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Campaign Trail: Spotify shoots for holiday 3-peat; Stonyfield nods to 'Parks & Rec'; 'Viva La Vulva' | Marketing Dive