Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes.
As the role is far broader than a traditional CMO position, Berta de Pablos says it has forced the business to “think differently”, both from a marketing and recruitment perspective.
Can veteran marketer Miguel Patricio use his expert eye to turn a dusty and confused portfolio around or has he got himself into a giant box of shit?
Sipsmith’s global marketing director Kate Moorcroft maps out the premium gin’s journey and how 10 years on the brand is ready to “supercharge” from a benchmark brand to a leader in its own right.
Diageo has a a three-pronged innovation strategy that aims to recruit new drinkers, engage current brand fans and disrupt the industry long-term.
In just 8 months KP Snacks marketing director Kevin McNair has halved strategic agencies, in-housed social and introduced an innovation hub all in a bid to streamline the brand to keep up with its diverse portfolio and changing consumer trends.
The UK’s second biggest brewer Molson Coors wants its marketers to be closer to their target consumers, whether through a new premium marketing hub or a new positioning for Carling that focuses on local communities.
Cadbury has invested in product innovations and core lines, helping it raise sales, awareness and purchase intent and earning it a shortlisting for Marketing Week Masters Brand of the Year, powered by YouGov.
The recipient of 94 Cannes Lions in four years, Burger King global CMO Fernando Machado is “100% focused on the idea”, as long as it links back to the brand and business strategy.
Coca-Cola is promoting new flavours of Diet Coke including ‘Twisted Strawberry’ and ‘Exotic Mango’ in a tongue-in-cheek campaign.
Birds Eye has overhauled its marketing strategy to put a greater focus on creativity, a move that is already having an impact on its performance and how it views investment in creativity.
Costa promises its ready-to drink product contains 30% less sugar than most competitors’ offerings as it looks to make use of Costa’s “coffee expertise” and Coca-Cola’s “scale and marketing expertise”.
An investigation by the ad watchdog found brands including McDonald’s, Lidl and Marks & Spencer running ads for food high in fat, sugar or salt alongside videos on YouTube channels directed at children, although there is no suggestion the companies were actively targeting under-16s.
Building on the success of its first marketing campaign last year, Tenzing is now looking to boost engagement by building a community around the brand and isn’t losing sleep over Coca-Cola’s foray into the energy drinks market.