Adidas is to ramp up marketing investment for its flagship adidas and Reebok brands following sales gains in its latest quarter despite facing pressure to cut costs as group losses widen.
Coca-Cola’s new “One Brand” strategy looks to place the company’s cola product under the Coca-Cola brand umbrella and remove individual branding. While communications will present all four products together for the first time and will come both at a Coca-Cola brand level and at a variant level, they will push the taste and characteristics of each product rather than their personality. Marketing Week caught up with Bobby Brittain, GB Marketing Director for Coca-Cola, to chat about how the company will drive growth and create clarity within its new platform.
Coca-Cola is to introduce a “one brand strategy” where its four product variants, Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life will fit underneath the Coca-Cola master brand rather than being marketed as separate brands.
Paddy Power’s attention grabbing marketing, which included its controversial Oscar Pistorius ad and its rainbow laces anti-homophobia campaign in 2014, helped it achieve record profits last year. Despite increasing its TV advertising spend, the success of its non paid-for media kept its marketing outlay more efficient than its rivals.
McDonald’s is looking to challenge high street coffee retailers such as rival Costa through its largest investment in its coffee offering, McCafé, to date.
Twinings says its marketing has propelled it to become the number one premium tea brand in the UK as it prepares to splash £10m into a new campaign over the next 12 months in an effort to maintain the spot.
After significantly increasing its consumer facing marketing spend in 2014, Nestlé has announced plans to achieve organic growth of 5% this year, an improvement on its 2014 performance.
McDonald’s UK says click-and-collect is an area it is “exploring very closely” as it looks to continue digital innovation as part of its mass personalisation and customer convenience strategy.
Heineken is hoping to build on the success of last year’s Champions League #ShareTheSofa campaign with #ChampionTheMatch, a new campaign which reflects the use of social media not only during the game but also throughout the entire match day.
Carlsberg is bringing back its iconic tagline ‘If Carlsberg did’ after a four year absence following a realisation that the phrase is still part of everyday lexicon, something it will try to own again through the launch of a global brand campaign.
Pernod Ricard is facing challenges with one of its flagship wine brands, Jacob’s Creek, as the volume of discounting in the wine category is drowning out its premium price positioning. While others in the Australian wine category are experiencing growth, the drinks maker is looking to turn around Jacob’s Creek’s declining sales by pushing media investment into the brand.
Air Miles and Nectar card founder Sir Keith Mills has confirmed that he has been approached to front an acquisition of Tesco-owned data department Dunnhumby, which brought the retailer’s Clubcard to the market and works with retailers and brands worldwide. Whatever the outcome, Sir Keith says points-based loyalty schemes are becoming “less relevant” and will have to change, highlighting the importance of turning data collected into actionable marketing programs.
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The premium burger category has grown significantly since Gourmet Burger Kitchen was the first to launch into it in 2001. In order to maintain its status as leader, GBK, which has now expanded to 60 stores across the UK, is looking to digital and innovation.
Despite O2’s future being uncertain after it became the target for takeover by Three, the brand will not back down from pushing its biggest campaign for England Rugby this year in the lead up to the World Cup as it strives to be a “digital telco” by engaging with consumers through new channels.