Natalie Koltun
Marketing Dive
Washington, DC, United States
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Past articles by Natalie:
TikTok's new ad product lets brands crowdsource content
Branded Mission creates a direct channel between brands and creators, potentially removing the need for agencies that offer influencer marketing services. → Read More
Pepsi spins cola-infused pepperoni pizza in latest 'Better with Pepsi' push
Building on a messaging platform from last year, the soda giant will dish out free slices of Pepsi-Roni Pizza on Friday and a fresh ad campaign this summer. → Read More
Peloton ad spending plunged as new users wane, analysis finds
While media investments dipped in a rocky first quarter, they may be on the upswing again as the brand kicks off an ad campaign focused on instructors. → Read More
Sneaker supremacy: Nike and Adidas battle for brand love
Duking it out over six decades, the athletic wear companies influenced sports marketing and culture like few others. Who dominates in the stretch ahead may hinge on innovation and acting on pledges. → Read More
Starbucks builds out 'third place' with foray into NFTs
As a means to build a community around coffee, the chain will link the upcoming digital tokens to exclusive content and perks. → Read More
Benefit Cosmetics reinforces gaming link with 9-tournament series
A monthslong effort builds on the brand's Game Face program it debuted in 2020 to connect the beauty and female gamer communities. → Read More
NBA and Google gamify playoffs with virtual app experience
The tie-in builds on the duo's multiyear partnership and aims to deepen fan interest around the tournament through avatars, trivia and 3D game highlights. → Read More
TikTok set to surpass combined ad revenues of Twitter, Snapchat
Despite the app's impressive growth, it's still relatively small in terms of global digital ad share, with Google boasting a nearly 30% share and Meta at 21%. → Read More
Adidas goes sci-fi with personality-based metaverse avatars
The integration with Ready Player Me lets users explore the metaverse with a consistent identity while boosting visibility for Ozworld shoes from Adidas. → Read More
Campaign Trail: Ruggable rejects restrictions in debut brand effort
"Take the Floor" marks the DTC brand's first national campaign and emphasizes the freedom of being at home. → Read More
Merrell favors fresh air over gimmicky self-care gadgets in new ad
Ahead of International Women's Day, "More Less" emphasizes simplicity and points out how unrealistic the wellness world has become. → Read More
Campaign Trail: Old Spice spoofs '80s action movies with deepfake ad
Dolph Lundgren races around in sweat-inducing scenarios in several spots showcasing the Procter & Gamble brand's new antiperspirant. → Read More
Google's end to cross-app tracking on Android marks latest advertiser hurtle
As tech giants respond to privacy concerns, how do mobile advertisers keep up? → Read More
Campaign Trail: How Coke gives its 130-year-old logo contemporary flair
Overlaying the 19th century script on richly hued cans balances nostalgia and modernity, a comforting reminder of Coca-Cola's iconic status. → Read More
Campaign Trail: Dole fuels nutrition mission with meme-inspired 'Hold My Fruit Bowl'
With a kid-friendly spin on the "Hold My Beer" meme, the new ads lean into lighthearted humor and liken the benefits of fruit to gaining superpowers. → Read More
Looking ahead: 9 trends that will steer marketing in 2022
Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers. → Read More
TikTok dethrones Google as most-visited website
Marketing news, voices and jobs for industry professionals. Optimized for your mobile phone. → Read More
DirecTV's digital comic morphs Serena Williams into Wonder Woman
Marketing news, voices and jobs for industry professionals. Optimized for your mobile phone. → Read More
Campaign Trail: Dropbox injects humanity into file storage with revamped brand platform
Along with a simplified visual identity, "For All Things Worth Saving" zeroes in on how Dropbox powers people's passion projects, creative ventures, work tasks and personal archives. → Read More
Campaign Trail: GapKids meets anticipated back-to-school season with ad on individualism
Marketing news, voices and jobs for industry professionals. Optimized for your mobile phone. → Read More