How are FMCG brands getting shoppers to convert online?
Rebecca SentanceHow FMCGs optimise their presentation and presence on the digital shelf; their online proposition and product offering; and their availability and fulfilment processes.
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Unilever’s CMO of ice cream on prioritising ‘product superiority’ over purpose
Niamh CarrollCMO Julien Barraux is on a mission to find Unilever’s next billion-euro brand, as its ice cream brands enter a new era as their own business group.
‘The future takes time’: Heinz on its ‘right to play’ in the pasta sauce market
Niamh CarrollHeinz believes prioritising innovation is the key to growth, a strategy which includes apologising for being ‘ridiculously late’ with the launch of its pasta sauce range.
Unilever hails ‘brand power’ amid pledge to ‘take the lead’ on price
Niamh CarrollUnilever plans to continue increasing marketing spend until the end of 2022, as the business fights to maintain market share in the current inflationary environment.
Coca-Cola ‘significantly’ ups marketing spend in preparation for ‘dynamic’ 2023
Niamh CarrollThe drinks giant’s core strategy for dealing with the likely challenging economic environment in 2023 will be to “lean into growth”, its CEO has said.
Small and mid-sized FMCG brands heading for ‘price war’ with private labels
Niamh CarrollSupermarket private labels increased their share of food sales from 35.8% in the second half of 2021 to 37% in the year to May 2022, according to new data from IRI.
How Henkel’s business restructure will help marketing create brand ‘synergies’
Niamh CarrollHenkel’s laundry and homecare and beauty divisions will take a more unified approach to agencies, media, digital strategy and sustainability as the two merge into one consumer goods business unit, marketing director Nikki Vadera explains.
Haleon to ‘reinvest’ in brand building after split from efficiency-focused GSK
Niamh CarrollFreed from the shackles of its former parent company, Haleon is turning around its approach towards efficiency and effectiveness in marketing.
How the CEO and CMO relationship underpinned PZ Cussons’ turnaround
Niamh CarrollWhen PZ Cussons went from a trade-led organisation to being “in the business of building brands”, the transition was the responsibility of everyone at the company, not just the marketers.
PepsiCo credits ‘courageous’ pricing as brand investment ‘pays off’
Charlotte RogersCEO Ramon Laguarta claims consumers in Europe and beyond are following PepsiCo’s brands as they “stretch” to higher price points, although the inflationary environment means challenges ahead.
How Durex evolved its innovation pipeline to keep up with cultural shifts
Niamh CarrollAfter rethinking its approach to innovation and implementing a new pipeline, Durex is now able to develop product concepts quicker, cheaper, and with “greater confidence”.
Even if Unilever placates its investors, it still has Ben & Jerry’s to deal with
Mark RitsonWith CEO Alan Jope set to leave, Unilever faces battles not only with investors aiming to deprioritise brand purpose, but with its own Ben & Jerry’s brand, which is suing it for abandoning purpose commitments.
Five challenges awaiting Alan Jope’s successor as Unilever CEO
Niamh CarrollWhen Jope’s successor takes over as CEO in 2024, they will take on challenges ranging from brand purpose to sustainability, and digitalisation to the long-term impact of inflation.
Alan Jope to step down as Unilever CEO
Niamh CarrollJope is to retire from the FMCG business at the end of 2023, having led on a series of structural and strategic changes at the company since he took over in 2019.
Premier Foods’ CMO on the need to ‘redefine’ ROI
Charlotte RogersMarketing boss Yilmaz Erceyes advises his peers to reframe the conversation about return on investment to “diffuse the tension” between how marketers and CEOs define success.