The news that alcohol giant AB InBev bought Camden Town Brewery caused outrage among the craft beer community. But as mega-breweries seek to find new ways to appeal to millennials, it seems that craft’s corporate future is here to stay.
Big brands can tap into consumers’ obsession with ‘craft’ and ‘artisan’ goods by using content to change perceptions, even if their product is mass-produced, but they need a credible story
With Pepsi becoming the first major soft drinks manufacturer to launch a craft product to “honour its heritage”, it seems soft drink brands are keen to copy the alcohol industry. But increased awareness is needed if it is to revive flagging sales.
Marketers, like sportspeople, must focus on the ‘hard yards’ that make the moments of glory possible.
A LinkedIn takeover helped TikTok persuade marketers the social media app could become their new home for performance marketing.
Marketing Week is proud to name Tesco’s George Rivers as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
Having ended its retail exclusivity deal with Boots, Mark Hill Hair has appointed its first ever marketing director to steer the brand into a new era.