Martini is celebrating 160 years of business with a new campaign celebrating its Italian heritage. Its marketing lead tells us how it the brand targets values rather than demographics when finding its next customers.
As Oatly launches its latest campaign thanking the dairy industry for its efforts, the brand’s creative directors discuss provocative campaigns and unique marketing structures.
White Claw dominates the UK hard seltzer market, but with the term still remaining something of a mystery to British consumers, the brand is on a process of “education” to win consumers and become a top 10 ready to drink brand.
After seeing declining sales of Dairy Milk, Cadbury examined its brand DNA to come up with a new purpose based around generosity, which it could enact across the business, not just in campaigns.
The company insisted it had only increased prices “as an absolute last resort” and had invested in promotional activity to help consumers.
After a “race to the bottom” caused Tyrrells to lose value, owner KP Snacks decided investment in brand was the path to grow the hand-cut crisp brand.
Winning an argument is not the same as winning an overall result, Kraft Heinz’s Cristina Kenz says, arguing understanding other’s perspectives is vital to get ahead.
There was “limited” switching from Britvic’s brands to private label competitors, claimed CEO Simon Litherland, as the company offered consumers “great quality, choice and value”.
Claire Pointon is set to take over as UK and Ireland managing director of Just Eat.
AB InBev is also stepping up investment behind Bud Light in the US and is tripling its media spend this summer versus last.
Guinness is on a roll, with sales on the up and a recent claim to be UK’s favourite pint. In this latest episode of This Much I Learned, two of architects of that success, Grainne Wafer and Neil Shah, discuss how the brand’s past informs the present.
Following its latest collaboration with fashion brand Balmain, Danone Waters’ top marketer shares the benefits of cross-brand partnerships and why it has a responsibility to “push the sustainability agenda”.
Coca-Cola’s marketing has become much more digital, which is helping to attract previously hard-to-get consumers to its brands, CEO James Quincey claimed.
Britvic CMO Matt Barwell will depart after nine years at the business, to be succeeded by Heineken’s Cindy Tervoort.
From tapping into an unmet consumer need and settling on the best communications strategy to finding the right timeframe for measuring impact, the art of the successful product launch is highly-nuanced.