P&G is launching the first interactive toothbrush and returning to brand management, two of several plans aimed at driving revenues through increased innovation and improved marketing productivity and effectiveness.
Unilever has agreed to sell off its Peperami brand to US rival Jack Link’s as part of an offload of its meat snacks division.
After the marketing controversies that came up during the last Summer Games in London it would appear non-sponsors have learnt from those that escaped the International Olympic Committee’s (IOC) attention in terms of ambushing this year’s Winter Olympics. Marketing Week picks out the top five most memorable examples of how ambush marketers have looked to flout the rules in Sochi.
Puma is to use AC Milan and Italian footballer Mario Balotelli to drive its repositioning as a performance sports brand after admitting it lacks “brand heat”, commercial products and desirable distribution”.
What a difference 12 months makes. This time last year the headlines were all about the wave of bankruptcies hitting retailers, with HMV, Jessops and Blockbuster all going into administration. Fast forward to now and instead it is IPOs that everyone is talking about.
Asda says it will make its advertising ‘more creative’ in 2014 but will maintain its dual focus on price and quality, as it looks to return to sales growth.
Ford is stepping up marketing of its connected EcoSport model with a 6-month social content campaign.
When Facebook acquired Instagram it was easy to join the dots on the reasons why from a marketing perspective. The marketing intention in its $19bn purchase of WhatsApp is less transparent, but it is definitely a marketing play.
Sainsbury’s is hoping to help ‘confused’ shoppers make ‘responsible’ health choices by adding calorie counts to wine labels.
British Gas is readying a raft of new products and digital marketing initiatives to try and reverse quickening customer churn after it revealed around 362,000 have left the business since the start of 2013.
WhatsApp has promised “no ads, no games and no gimmicks” following Facebook’s $19bn acquisition of the messaging service – a pledge that suggests the social network is making a defensive play to ward off the threat of a competitor, rather than seeking an immediate new revenue stream.
Advertisement feature The right use of inflatables can make your experiential campaign stand out and get the conversation started between brands and consumers, says Adam Barclay-Faulkner.
Advertisement feature Tradition dictates thate experiential, exhibitions and events stand divided. In a world where integrated communications is key, Ed Vickery says it’s time to change this mentality.
Advertisement feature Experiential marketing’s unique level of flexibility can generate truly thrilling campaigns, say Alex Smith and Adam Curry.
Advertisement feature Showrooming might have been the hit of 2013 but this year ‘webrooming’ is set to rocket. But using both together is how consumers will really feel the benefit, says Emma Ede.