Britvic will spend £6m on marketing its squash brand Robinsons this summer to capitalise on the brand’s recent growth.
Marketers must be the “engines of growth”, says soft drink giant Britvic’s top marketer, as the company plans to heavily invest in its brands over the summer to take advantage of increased demand over lockdown.
Despite being one of the UK’s top marketers, when it comes to risk-taking and identifying trends Britvic CMO Matt Barwell admits there are certain questions he should have asked earlier in his career.
The latest podcast in our series on the stories behind effective marketing campaigns examines how Britvic transformed Robinsons, repositioning it and reviving a flagging category in a grand prix-winning effort.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the latest thinking on marketing effectiveness to Mars’s CEO calling attacks on brand purpose “nonsense”, it’s been a busy week. Here is my take.
Representing the individuality of older people in marketing is crucial to communicate effectively with an age group which holds disproportionate spending power, says Cancer Research UK’s top marketer.
The supermarket giant developed a ‘Happiness Platform’ to mine insights into British life, helping it curate a programme of “caring acts” designed to serve both brand and audience.
With a number of brands parting ways with their creative agency since the beginning of the year, when is the right time to terminate a previously successful partnership and does it always lead to better ads?