Focusing on the negative implications of alcohol consumption will not change consumers’ drinking habits, instead brands need to use trusted figures to share positive messages.
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.
How long AI will be the most critical skill for B2B marketers remains to be seen, but staying on top of the tech and being curious could be the real route to success.
Despite the emergence of new channels, the IPA’s 2024 Making Sense report finds people are slipping back into pre-pandemic media consumption patterns.
Celebrating the “beginnings of a new M&S”, the retailer is partnering with ITV on a TV show aimed at lifting the lid on its “high-performance culture”.
Trinny London, the beauty brand launched by Trinny Woodall in 2017, is launching its first permanent store and investing in brand marketing for the first time.