The beer industry is increasingly promoting moderate drinking and lower alcohol beer in a bid to boost loyalty and prove that it is living up to its pledge to improve responsible drinking.
Diageo is expanding its digital outreach to promote responsible drinking by relaunching its website ‘DrinkiQ’, as it seeks to respond to changing consumer habits.
AB InBev will focus its marketing on its lower alcohol and alcohol-free options in the UK from as early as this month, as it seeks to empower consumers to make smarter drinking choices.
Congratulations to all the winners of this year’s Marketing Week Masters awards, including Grand Prix winner Direct Line Group and Brand of the Year KFC.
With Christmas only two months away, confidence in personal finances, the wider economy and major purchase intention have all taken a “worrying” slip.
A decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
Addressing three core needs – autonomy, competence and relatedness – can help bring brands closer to their consumers, says psychologist Natalie Nahai.