Arriva, the transport operator, has appointed Catherine Mason as director of marketing. Mason, a former marketing director of Dairy Crest, was most recently acting as European marketing controller for United Biscuit’s Digestive range.
The low-alcohol beer brand is boasting of a 27% repeat purchase rate since its return to the UK market this year, and claims young people who have fallen out of love with beer are among its biggest customers.
Marketers are still failing to accurately portray the over-50s in advertising, despite extensive research showing a golden opportunity for brands that get it right.
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