Britvic’s GB marketing director Kevin McNair says the company has no plans to copy fellow FMCG brands such as Unilever and Procter & Gamble in starting to promote their corporate brands because he believes consumers “buy brands first, companies second”.
Procter & Gamble’s Northern European brand director Roisin Donnelly believes marketers are allowing themselves to be distracted by new digital platforms and are using “technology for technology’s sake” rather than actually focusing on consumers and their needs.
With the government finally announcing a sugar tax for the soft drinks industry and Instagram introducing bold changes to its feed, it’s been a controversial week. Here are some of this week’s biggest marketing stories.
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 bank brand will evaluate the performance of a new campaign for its Santander Cycles sponsorship every week, a much shorter period than normal, as it looks to move the industry away from long buying and production cycles.