PepsiCo on why sustainability initiatives don’t need to be ‘perfect’
Niamh CarrollConsumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
Premier Foods confident consumers won’t ‘trade down’ to own-label
Niamh CarrollConvinced more consumers will buy into its brands amid the cost of living crisis, Premier Foods plans to continue investing in marketing to grow market share.
Why Toblerone ‘baked commerce into brand building’ to drive awareness
Lucy TesserasHaving earned itself a reputation as a chocolate bar people either bought at the airport or discount shops, Covid gave Toblerone the punch it needed to reposition and relaunch the brand.
Britvic ramps up marketing activity to drive long-term ‘growth ambitions’
Niamh CarrollBritvic is using its “highly relevant” marketing strategy to maintain the momentum of its core brands, while expanding its portfolio to move into new growth areas.
Incoming in-store HFSS restrictions could lead to ‘huge swings’ in category share
Niamh CarrollDespite the government announcing a delay to new HFSS multibuy and advertising rules, changes to in-store display rules are set to go ahead. These will have a major impact on affected brands, say analysts.
How PepsiCo is moving beyond a ‘dated’ idea of ecommerce
Niamh CarrollPepsiCo is moving beyond the traditional idea of ecommerce towards a model of “digitally-infused” retail that encompasses DTC, rapid delivery and AR.
How Birra Moretti plans to build an ‘iconic’ brand with immersive experiences
Niamh CarrollThe brand aims to engage consumers with a “meaningful” message and build its share of the premium beer market, says global marketing director Marcelo Amstalden Möller.
The cost of living crisis – how consumers are responding
Lucy TesserasWith 91% of the population concerned about the rising cost of living many are already adapting their behaviour to save money, including choosing cheaper brands and cutting back on luxuries.
Why Malibu is refreshing its brand despite a period of ‘exceptional’ growth
Niamh CarrollBrands shouldn’t wait until they are on a “downward trajectory” to launch new work, argues Malibu’s top marketer.
Why Mr Kipling is tapping into consumers’ ’emotional’ connection with the brand
Niamh CarrollMr Kipling has seen good growth for several years, but now is the “natural time” for a “refresh” of its brand platform, says Premier Foods’ CMO Yilmaz Erceyes.
Inside Coke’s new London store aimed at building ‘brand love’
Niamh CarrollCoca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
Innocent calls on industry to join forces to avoid ‘greenwashing’
Molly InnesTwo months on from weathering ‘greenwashing’ claims, Innocent wants to devise a common framework for communicating about sustainability to ensure brands aren’t fearful speaking out.
PepsiCo makes customer retention its ‘number one objective’ as cost of living spirals
Niamh CarrollPepsiCo, which owns brands including Walkers, Pepsi and Doritos, says it is working together with its retail partners to mitigate “consumer reaction” to inflation.
Coca-Cola marketers add innovation to ‘primary focus’
Niamh CarrollCoca-Cola’s CEO credited increased marketing investment with driving “strong sales” across all operating segments in the company’s first quarter results for 2022.
AB InBev restructures with new CMO to report into chief growth officer
Niamh CarrollThe drinks giant is aligning marketing, B2B and direct-to-consumer under the leadership of its newly-created chief growth officer.