As many marketers step back from purpose-driven work, E.L.F. keeps turning belief into brand energy -- and takes it to Twitch.

The Reckitt brand pivots from pandemic paranoia to everyday odor control, tackling stink and germs in one swipe.

Effort hopes to push other brands beyond tractor cliches.

The snack brand's new "Spill Everything" campaign leans into '90s nostalgia and unapologetic butter love - with a rotary-phone twist.

The No. 1 mayo brand keeps finding new ways to reach fragmented football audiences -- and spark double-digit sales growth.