White Lightning, the HP Bulmer-owned premium cider brand, makes its advertising debut next month with a poster campaign worth up to 750,000. The campaign launches on 3,000 Maiden Outdoor 48-sheet sites booked under the ‘Loop’ programme negotiated by Cobbe Smith Terris. The deal seeks to link increased sales volumes for the brand – acquired by Bulmer this year – to media costs.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Elon Musk sacking Tesla’s 40-strong marketing team to McDonald’s shining a light on the power of ‘stillness’, it’s been a busy week. Here is my take.
The FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private labels.
Morrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Marketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.