‘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.
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.
With stints at corporate giants including Kraft Heinz and General Mills and scale-ups such as Monster, Belazu and now Holy Moly, Chris Busher believes in finding the right environment and sticking to it.
The parent company of Mr Kipling and Sharwood’s has increased market share by 200 basis points over the past three years, with its “strong brands” playing a key role.
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.
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.
As it looks to increase brand awareness in a “boring” category, dip brand Holy Moly wants to “own fun” with its “bold, witty and upbeat” positioning.
Deliveroo restructured in October as its top marketer believes “magic happens” when marketing and product are more closely aligned.
Constellation Brands, which owns the Corona beer brand in the US, will invest more money in marketing than ever before, says its CFO.
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.
Having achieved scale, the UK energy drinks company has its sights set on the “big brand objective”.
Diageo’s global marketing sustainability director Deb Caldow says it’s important for marketers to have a sustainability framework and agenda created by fellow marketers.