The biggest direct-to-consumer brands still only achieve around half the search volume of established competitors, according to exclusive data from Google, but the fastest risers are catching up quickly.
The number of direct-to-consumer brands is ballooning, as are predictions of the traditional FMCG sector’s demise, yet people underestimate the resilience and capability of the established giants.
FMCG firms are using their brand equity to up prices, but in a tough consumer economy, will it win or lose them revenue?
The famous slogan has been revived for KFC’s latest advertising campaign, after a year on temporary hiatus as the brand responded to Covid-19.
We may be living through a pandemic, just emerging from lockdown and fresh from a global crisis, but Walkers and Paddy Power believe now is the right time for marketers to regain their sense of humour.
The drinks giant set up an growth taskforce last year that meets every two weeks to discuss new ideas and creative solutions for problems.
Britvic will spend £6m on marketing its squash brand Robinsons this summer to capitalise on the brand’s recent growth.