Speaking to Marketing Week to promote The Venture, Chivas whisky’s $1m competition for social enterprises, the wine and spirit maker’s chief executive Alexandre Ricard claimed today’s consumers will uncover any lack of authenticity in corporate social responsibility efforts.
Brands that don’t match words with deeds when it comes to their impact on society face the threat of vigilante justice, with Greenpeace having forced brands such as Tesco, Lego and Waitrose to change their ways over recent years.
Having a social purpose is helping brands such as Ben & Jerry’s, owned by Unilever, build a relationship with customers beyond sales transactions.
The famous slogan has been revived for KFC’s latest advertising campaign, after a year on temporary hiatus as the brand responded to Covid-19.
We may be living through a pandemic, just emerging from lockdown and fresh from a global crisis, but Walkers and Paddy Power believe now is the right time for marketers to regain their sense of humour.
The drinks giant set up an growth taskforce last year that meets every two weeks to discuss new ideas and creative solutions for problems.
Britvic will spend £6m on marketing its squash brand Robinsons this summer to capitalise on the brand’s recent growth.