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.
Downloading and listening to a branded podcast can be a sign of real consumer commitment. A mixture of engaging content and the right talent is helping brands attract attention.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
As car makers shift their focus from selling cars to providing mobility their brands are changing accordingly.
Sheila Mitchell has been behind initiatives including Change4Life and Every Mind Matters but is leaving to work as a consultant to government