In the old days, wine was called ‘claret’, ‘ChÃ¢teauneuf du Pape’ or ‘GewÃ¼rztraminer’. Then, in the Seventies, branding poked its nose in and foisted Blue Nun on an unsuspecting public. These days, benighted drinkers can quaff Old Git, French Connection and the latest addition to this unholy canon, Jack Rabbit. A range of Californian wines comprising a merlot, a white zinfandel and a chardonnay, it represents a welcome departure in a market saturated with, er, Californian merlots, white zinfandels and chardonnays. At least it has a nice name, and is ‘underpinned with light-hearted copy’ such as ‘Hop off and fetch some glasses’ and ‘Rabbit, rabbit, rabbit’. The Diary could suggest others (‘Experience myxomatosis – get blind drunk’, or perhaps ‘Rabbits eat their own faeces’), but that would be mean.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The industry has been telling marketers their ability to sell stuff using ads is in decline, but as well as not being particularly helpful it’s simply not true. New data shows ROI has been increasing over the past five years.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From a major investor calling Unilever’s focus on purpose “ludicrous” to the importance of time, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
After posting strong Christmas trading results this week, the UK’s major supermarkets are pledging to keep their prices low this year even in the face of dramatically rising costs, driven by inflation, higher wages and the cost of living crisis.