Brand Audit: Coke Zero
Alison MillingtonJust under a year ago, Coca-Cola relaunched its zero-calorie cola variant, Coke Zero, with a campaign that aimed to attract a “new demographic” of young people through aspirational messaging.
Just under a year ago, Coca-Cola relaunched its zero-calorie cola variant, Coke Zero, with a campaign that aimed to attract a “new demographic” of young people through aspirational messaging.
From Dave Lewis’ marketing plan to revive Tesco to April Fools pranks and John Lewis’ Christmas ad, we take a look at the biggest news on Marketing Week this year.
If there’s one thing that all political commentators can be certain of when analysing the likely political landscape in 2015 – there is little to be unequivocal about.
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
Our pick of this year’s most important, in-depth content that you really need to see.
Aldi is outspending the big four supermarkets in terms of ad spend in the run-up to Christmas as the discounters look to steal more market share.
Energy supplier nPower has appointed Stephen Rowe as marketing director as it looks to focus on improving its customer service after billing issues and complaints tarnished its reputation earlier this year.
Nike will continue to “invest heavily” in e-commerce and womenswear as part of its push to premiumise the brand, a move that it believes is driving growth across the portfolio.
Fiat is hoping to drive up interest in its new car, the 500X, by showcasing the car using augmented reality technology that combines CGI with real-life footage in what it claims is a first for the car industry.
Consumers will not gift retailers with a “festive bounce” as consumer confidence dropped two points to its lowest level for nine months in December, according to new figures.
Blackberry’s marketing is going “back to its roots”, pushing the “traditional” Blackberry experience with its new handset, the Blackberry Classic.
UK retail sales grew at their fastest rate in more than a decade in November as “Black Friday” discounts, as well as an improving economy and falls in fuel and food prices, encouraged shoppers to make purchases.
Puma’s appointment of Rihanna as creative director is an effort to create greater cultural relevance as the sports brand looks to keep pace with rivals such as Nike.
Senior vice-president Ali Genc tells Marketing Week about the brand’s plans to expand in Africa using its new campaign, and why global cuisine connects customers with its varied destinations.
Instagram provides high brand engagement on its platform, particularly when compared to Twitter, according to a new study, however brands should be cautious when comparing two different platforms with two different objectives.