Soft drink brands should embrace the sugar tax
With a sugar tax set to be introduced on the soft drinks industry by the end of 2018, brands risk damage by being too critical of the government’s move according to experts.
With a sugar tax set to be introduced on the soft drinks industry by the end of 2018, brands risk damage by being too critical of the government’s move according to experts.
Chancellor George Osborne has confirmed a sugar levy will be introduced on all soft drinks by the end of 2018.
As the public becomes more health conscious and plans for a ‘sugar tax’ remain firmly on the table, big brands such as Coca-Cola, Britvic and Innocent are determined to respond to consumer needs – and are more vocal than ever.
The soft drinks industry has to adapt and change to produce a more healthy portfolio while allowing customers to make their own decisions, according to the British Soft Drinks Assocation’s president Peter Harding.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.