Having earned itself a reputation as a chocolate bar people either bought at the airport or discount shops, Covid gave Toblerone the punch it needed to reposition and relaunch the brand.
The brand aims to engage consumers with a “meaningful” message and build its share of the premium beer market, says global marketing director Marcelo Amstalden Möller.
Marketers are the equals of their peers in sales and finance, argues Microsoft’s Chris Capossela, who believes marketing can build brand love by focusing on price.
Brands shouldn’t wait until they are on a “downward trajectory” to launch new work, argues Malibu’s top marketer.
Adopting a confident position, sticking to the plan and building relationships has helped Cushelle in its mission to change the makeup of the toilet paper sector.
Business decisions might seem logically and rationally driven, but for smaller businesses these decisions are “actually very emotional”, Sage CMO Cath Keers says.
Having won the Marketing Week Awards Grand Prix for its brand platform last year, Direct Line has launched a new campaign to shift perceptions even further.
Supermarket own-brand products now account for over 50% of sales, but there remains plenty of room for brands to make their mark on consumers amid the cost-of-living crisis, analysts say.
Greene King spent £250,000 researching the barriers between its brand and younger consumers and found its product range wasn’t resonating. Marketing director Will Hemmings believes craft beer could be the solution.
Just two years old and boasting a 10 million-strong waiting list when its invite only model ended, Clubhouse is on a mission to lead the surging social audio market, explains head of global marketing Maya Watson.
Despite rising inflation and falling discretionary spending, longstanding whisky brand Tomatin plans to grow into a mainstream product this year.
Asda is set to invest £45m in the new budget range, as it seeks to regain its position as the UK’s second largest supermarket by market share.
The relaunch of BBC Three’s on-air channel is the “final hook” to pulling in “opportunity” viewers, says channel controller Fiona Campbell.
CMO Cristina Diezhandino says the business will lean on its brands’ “phenomenal” connection with consumers to weather the storm of inflation this year.
For a repositioning to succeed, it’s crucial to take the project “out of the marketing bubble” and engage the wider business, says Boots CMO Pete Markey.