Vita Coco has launched its biggest marketing campaign in the UK to date, leading on its brand’s “own flamboyant personality” rather than previous ambassador Rihanna, as it looks to double its sales and grow awareness of the wider coconut water category.
Have you heard the one about the marketer who tried to make his ads funny like everyone else? His campaign was a joke that went down with consumers like a lead balloon. With the deluge of attempted humour in marketing communications, there is a new wisdom that suggests when everyone else is “zigging”, your brand should try to “zag”.
The IPA has hit back at a “disappointing” report citing the lack of trust CEOs place in marketing agencies, claiming many commercial leaders are “firm advocates” of the creative end of commerce.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the need for real action in response to the Black Lives Matter movement, to how airlines are dealing with the challenge of getting us all flying again, it’s been another busy week. Here is my take.
Despite the easing of some lockdown restrictions, consumers remain very wary about an economic recovery and are still proving reluctant to spend.
Marketing Week’s round-up of the news this week.
As Saller prepares to retire, she reflects on her career and her ‘shock’ at climbing the ladder to become Diageo’s CMO.