Portrait of Robert Klara

Robert Klara

Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands. He is also the author of three nonfiction books: FDR's Funeral Train: A Betrayed Widow, a Soviet Spy and a Presidency in the Balance; The Hidden White House: Harry Truman and the Reconstruction of America's Most Famous Residence; and The Devil's Mercedes: The Bizarre and Disturbing Adventures of Hitler's Limousine in America.

bugs bunny in a superman outfit with notes about his teeth and fur

Don’t Look Now, Doc, but America’s Original Influencer Bugs Bunny Just Turned 80


Merch and new opportunities, like video game franchises, keep popping up for the trickster rabbit.

a person clicking in a seat belt

Avis Joins Travel Brands in Making Germ-Killing Its Central Marketing Message

Adapting to Crisis

Budget's new safety pledge rests on the reputation of Lysol.

professional cornhole

Here’s How Cornhole Landed Itself in the Big Leagues During the Pandemic

Adapting to Crisis

A quick adaptation in the face of Covid-19 made all the difference.

black and white photo of a devastated hiroshima after the bomb fell

75 Years After the Hiroshima Bombing, Mazda Looks Back on the Long Road It Traveled

Adapting to Crisis

There are many lessons—and even optimism—that a brand can learn from a catastrophe.

two black zippo lighters on rocks with engravings of space on them

Zippo Fires Up a Special Mars Lighter Following NASA’s Latest Space Launch

Brand Marketing

The latest installment of commemorative lighters from the famous American brand centers once again around space exploration.

Antimicrobial screens at airport check-in

Emirates’ Covid Insurance Is a High-Flying Piece of Brand Marketing—and Not Without Risks


The new benefit covers travelers' medical costs and quarantine measures.

lavva yogurts

How the Pandemic Is Quietly Giving This Upstart Yogurt Brand an Edge


Company aligns with a major food trend that emerged during Covid-19.

How Harpoon Brewery—Boston’s IPA Pioneer—Landed Its New Look

Packaging Design

"They had a great story to tell, but they weren’t telling it on the packaging."

nascar racing on a track featuring a number 2 car with boxes of info

Because of Its Willingness to Change, Nascar Is Still in the Race for Younger Viewers


Removing the Confederate flag from all races was a step in the right direction for audiences.

dr fauci pitches a baseball on opening day

Dr. Fauci’s Disastrous Opening Day Pitch Just Became a Home Run Trading Card for Topps

Sports Marketing

In pandemic times, even dropping the ball can be a great play.

a man using his phone to select a coke from a coke vending machine

Coke’s Touchless Machines Serve Chilled Drinks With a Side of Peace of Mind

Adapting to Crisis

The Touchless Freestyle machine becomes the latest vending machine to do some feel-good branding.

White Castle Just Hired a New Fry Guy—and It’s a Robot

Food & Beverage

Flippy can deep fry potatoes, but can it save on labor costs?

bubble wrap with text bubbles on it

As More People Shop Online, Bubble Wrap Is Surging in Popularity Again


It can be found in millions of packages as well as the Guinness World Records book.

two people in an amtrack compartment

The Trusty Roomette Is Suddenly Giving Amtrak an Advantage Airlines Can Only Dream Of

Adapting to Crisis

New promotion advertises premium travelers long for: social isolation.

a ringmaster in a car dealership

Car Salesmen Come Off as Pretty Skeezy in Vroom’s New Ads


Fresh off an IPO, ecommerce platform capitalizes on consumers' dislike of the showroom.