Diamond White, the 8.4 per cent strength premium cider brand from Matthew Clark, is relaunching with a new poster campaign through Grey Advertising. It will feature on bus sides and six-sheets and run alongside the ‘what’s on her mind’ cinema campaign launched last year. The packaging is also being revamped. The 2m push forms part of the brand’s 9m relaunch, including radio ads and a pub and club promotion.
Peter Field says criticism of his research was launched before his full findings were released, stating backlash was “emotional” instead of “rational”.
A good grip on pricing is a sign of a strong brand, and several behavioural studies offer insights into effective pricing strategies.
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As Marketer of the Year, Camelot CMO Keith Moor believes being an effective marketing leader comes down to building credibility by delivering on promises and having a curious mind.