P&G directs marketing spend towards ‘expandable categories’ in pursuit of volume growth
Niamh CarrollP&G is seeking to grow the categories it operates in as it pursues volume growth, utilising its increased marketing spend to do so.
P&G is seeking to grow the categories it operates in as it pursues volume growth, utilising its increased marketing spend to do so.
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Despite returning to positive volume growth, Danone’s CFO says the business will continue to make strategic price increases behind its “differentiated” products.
Lucozade has united its Energy and Sport offerings under one masterbrand in an attempt to increase brand equity while also creating huge efficiencies in its marketing spend.
Energy drink brand Prime Hydration, created by YouTubers KSI and Logan Paul, once had fans queuing up at dawn to purchase, but now has been spotted in bargain bins.
Lucozade is updating its brand assets and launching a new masterbrand platform to unite its Sport and Energy offerings.
The Unilever-owned brand is looking to take on the premium fragrance sector in a new campaign that aims to move away from the “stuffiness” of the category’s ads.
Carlsberg is looking to dial up the distinctiveness of its hop leaf symbol, which global brand director Lynsey Woods says has been underutilised previously.
Market-leader Andrex is “redefining” its role as a brand by tackling embarrassment around the topic of toileting in a category where consumers are often reluctant to engage.
Consumer lifestyles and behaviours are changing, says Carlsberg Marston’s director of marketing Dharmesh Rana, something that beer brands must “face into” to grow “in the very long term”.
The Unilever-owned brand wants to “create FOMO” with its fragrance launch, rolling out the latest phase of its long-term Gen Z focused strategy.
As Unilever looks to separate its ice cream business, which could result in demerger or a sale, the health of its ice cream brands including Ben & Jerry’s and Magnum is crucial.
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Chief creative officer John Schoolcraft explains Oatly is a brand without a “red thread”, which fuels its “consistently inconsistent” approach.
After an “abnormal” 2023 where pricing dominated, Asahi will be returning to using a broader range of levers including innovation to drive growth this year, says CMO Grant McKenzie.