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Coca-Cola sets sights on SodaStream with home beverage machine move
Seb JosephCoca-Cola is looking to move beyond supermarket shelves and into kitchens after penning a 10-year deal with Keurig coffee machine maker Green Mountain Coffee Roasters (GMCR) that will see it go head-to-head with SodaStream.
Brand tracking: try it and you’ll never look back
Mark RitsonInteresting times for me at the moment. One of my longest standing clients has just hired a marketing director from a big FMCG company and I am helping to “settle her in” to the new role.
‘It’s never a case of job done’: How to build a culture of marketing excellence
Michaela JeffersonIn a challenging environment with economic pressures and rivals to contend with, can creating a holistic marketing excellence culture give brands the cutting edge?
‘Every interaction can be a marketing moment’: Who Gives A Crap on driving its next stage of growth
Niamh CarrollWho Gives A Crap is now the third biggest toilet roll brand in the UK, and is looking to above-the-line media, retail listings and consistently “doing things differently” to continue that growth.
Airbnb’s narrative and reinstating the CMO: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Airbnb’s desire to control the narrative to Gap reinstating the CMO role, it’s been a busy week. Here is my take.
‘A different way of building brands’: Diageo on using AI to get closer to ‘real consumers’
Grace GollaschDiageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.