Why Coca-Cola is getting ‘out of the cage of the brand’ to foster innovation
Molly FlemingCoca-Cola is changing the way it thinks about innovation, with marketers looking at new products through instinct before factoring in brands.
Coca-Cola is changing the way it thinks about innovation, with marketers looking at new products through instinct before factoring in brands.
Marketing Week reviews the latest books and articles for marketers.
As PepsiCo launches a new campaign for its Champions League sponsorship, it warns that marketers should not to be “seduced by new technology” and instead focus on the big ideas.
The £7m partnership that saw National Trust properties host Cadbury-branded Easter egg hunts is ending as both companies shift the focus of their marketing activities around Easter.
Battersea Dogs & Cat’s Home has used digital to transform its outdated application process and underused social media to connect with the public online.
Durex is creating a new brand purpose and visual identity to try to combat harmful stereotypes in porn.
The FMCG giant plans to slash agency fees and simplify innovation, while increasing media support for its biggest brands, as part of a three-stage turnaround strategy kicking off this year.
Coca-Cola is launching a new brand purpose, ‘Better when we’re open’, in Europe that will form the basis of its marketing this year and next as it looks to show it is a brand with a point of view.
Gillette wants to inspire young men to make a difference in its first campaign with new global ambassador and Manchester City footballer, Raheem Sterling.
The world’s first distilled non-alcoholic spirit has “pioneered” the category, but as competition grows it must remain as agile as when it first began.
The ad regulator found that Ryanair had given “insufficient” evidence to uphold the environmental claims around its CO2 emissions.
Virgin Atlantic CMO Claire Cronin has enjoyed promotion after promotion, but despite her success she believes focusing less on company goals, and more on her own personal development, would have made a difference.
In the face of depleted brand value, HSBC created its ‘Together We Thrive’ campaign, which saw the implementation of a new global brand identity that helped the bank tell highly localised stories.
Consumer confidence is set to rise as the outlook for people’s personal finances improves.
As the Advertising Association launches two new climate groups, one idea it should explore is the introduction of carbon footprint labels.