Peter Adams

The ad-tech firm known for mobile gaming is scaling new bets in e-commerce after revamping its Axon engine with AI last year.

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“#TideTackles” is the brand’s most content-rich NFL effort to date with over 100 assets, and is the first to focus largely on unscripted material.

The retailer is running two distinct holiday campaigns for the first time to appeal to consumers who view the season as too transactional.

Kris, a muscle-bound version of the Christmas icon, will highlight specific products, deals and services around key shopping windows like Black Friday.

“Undercover Cups” shows reps going into McDonald’s, Burger King and Wendy’s — all Coke partners — to replace soft drink orders with Pepsi.

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Social content attacking its chief rival remains a focus for Pepsi as it tries to boost zero-sugar offerings for the holidays.

Even AI-generated ads perceived as high quality and polished-looking did not leave as memorable an impression as conventional advertising.

The company will also reduce its reliance on promotional activity and paid traffic as it seeks to reclaim a premium positioning with sports as its North Star.