Despite the strength of the Guinness master brand, the successes of its extensions have been variable at best. While brand owner Diageo is hoping to tap into the popularity of craft beers with the launch of “Guinness Golden Ale”, could the move be stretching the brand too far?
Marketing Week rounds up the best advice from CEOs, CMOs and key marketing executives as Ad Week Europe 2015 comes to a close.
The Co-operative Bank is launching a second TV ad as part of its “For All The Right Reasons” campaign after seeing a “positive” response following the kick-off of the campaign, which was an effort to position itself as an ethical bank and rebuild lost trust after financial problems and a drug scandal involving its former chairman last year.
Kraft brands such as Kraft Macaroni & Cheese, Jell-O and Kool-Aid may be household names across the Atlantic, but so far no attempts have been made to push the brands across the globe. However, that could be about to change after yesterday’s merger deal between Kraft Foods Group and H.J. Heinz to form The Kraft Heinz company, now the fifth largest food and beverage firm in the world.
Sport England is readying its second “above the line burst” for “This Girl Can” after being “blown away” by the response to the January campaign push. Now, it wants to follow in the footsteps of other government-funded efforts such as the “5-a-day” fruit and vegetable campaign in order to become a long-term fixture in popular vernacular.
McDonald’s is looking to become a ‘content producer’ rather than a traditional advertiser with imlovinit24, a global 24-hour campaign that is seeing the brand create digital content surrounding the launch of events in 24 cities worldwide.
After announcing that she will take the post of CEO at Halfords in May, Jill McDonald, McDonald’s UK CEO and president of the company’s north west division, explained today (24 March) at Ad Week Europe why speaking the same language as the rest of the business and gaining experience are key to making it in the boardroom as a marketer.
Diageo is hoping to make its brands such as Guinness and Pimm’s more accessible by expanding into new categories and targeting new demographics with the launch of seven new innovations, a move that it hopes will in part make spirits and cocktails “the next revolution” in the UK.
Marketing Week caught up with Lego’s VP of marketing Conny Kalcher at the World Federation of Advertisers’ Global Marketer Week in Marrakech to chat about the iconic toy brand’s next phase.
Catch up on the biggest news in the marketing industry over the last seven days.
Most marketing is annoying to consumers, and the old ways of creating and executing campaigns are no longer fit for purpose. Only by embracing the “democratization of creativity” can brands ensure they remain relevant to their audiences.
Nike says its womenswear and e-commerce businesses are driving growth for the company globally as it looks to goals it set out last quarter to grow its women’s business to the same size as its menswear category.
L’Oreal’s skincare brand La Roche-Posay says it is looking to move away from the “scare tactics” used by other advertisers through an international awareness campaign which urges people to get their moles checked.
Lego says it wants to be a “small giant” rather than a “giant dinosaur” as it pledges a consumer-focused approach to marketing to continue to drive profits; a strategy that has already driven a remarkable turnaround for the brand over the past 10 years.
New Balance says it is moving into “the world’s biggest game” as it looks to become a top three global athletic brand, an ambition that was reflected when it took over from its own Warrior Sports division as official kit supplier for Liverpool Football Club and launched its first football business last month.