‘Less self-indulgent’: Oatly’s CEO says advertising will refocus on ‘substance’
Niamh CarrollOatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
Oatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
Determined not to “buy growth”, Nestlé believes compelling product and brand propositions, alongside managing price, will help the business thrive.
Focusing on its 30 Power Brands enabled the FMCG giant to free up nearly €700m in extra brand and marketing investment to feed a “strong” innovation pipeline.
Reckitt is selling ‘non-core’ brands, including Air Wick and Cilit Bang, and changing its business structure to chase long-term growth.
Coca-Cola CEO James Quincy says investments in tech are beginning to pay off, while its Studio X agency teams are enabling it to produce tailored content at speed and scale.
Hovis has named General Mills marketing director Mark Brown as its marketing boss as it looks to drive growth in a tough category.
‘Owned By You, Right By You’ is the brand’s biggest marketing investment in eight years, aiming to boost membership and awareness of the Co-op’s broader role in society.
Coca-Cola is a brand that stays “grounded” in its values, and does not compromise simply because a “trend” comes along, says global vice-president for creative strategy and content, Islam ElDessouky.
The food and drinks giant will be increasing its investment in its categories showing good growth, such as healthy snacks and functional drinks.
Diet Coke is rolling out cans and bottles featuring 150 names, in a move similar to Coca-Cola’s ‘Share a Coke’ campaign from over a decade ago.
Absolut’s ‘Born to Mix’ values of creativity and championing difference make it more meaningful as a brand, and, therefore, drive sustainable growth in the long term, says the vodka brand’s global VP of marketing.
Collaborations can be just as powerful delivering cultural relevance rather than purely commercial results, explains marketing boss Deb Dasgupta.
The FMCG giant is plotting a “meaningful increase” in brand spend as it looks to revive volume sales and deliver “superior experiences” versus the competition.
The makeup brand has reported various declines in its full year 2024 results, many of which are attributed to a reduction in marketing spend.
Marketing boss at the mint brand Mark Roberts believes “understanding the land” in which your brand plays is the best way to succeed in a rapidly changing market.