Forget tokenism: How brands can genuinely appeal to LGBTQ+ consumers
Molly FlemingBrands need to ensure they appeal to the LGBTQ+ community all year round – not just during Pride – to add real value, build authenticity and avoid backlash.
Molly Fleming
Vauxhall boss admits brand positioning was ‘unsustainable’ as he drives turnaround strategy
Molly FlemingStephen Norman became managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand.
Unilever develops ‘Tinder for ideas’ to speed up the pace of decision-making
Molly FlemingUnilever is aiming to “minimise grunt work” and maximise creativity as it embraces tech to streamline innovation feedback.
P&G rebrands Fairy to Fair to get people talking about LGBTQ+ rights
Molly FlemingP&G is leveraging “the size and iconic nature” of Fairy to spark conversations about LGBTQ+ rights as it aims to live up to younger consumers’ value systems.
The rise of craft gin pioneer Sipsmith and its vision for the future
Molly FlemingSipsmith’s global marketing director Kate Moorcroft maps out the premium gin’s journey and how 10 years on the brand is ready to “supercharge” from a benchmark brand to a leader in its own right.
Diageo slows new product launch rate as it reaches ‘peak innovation’
Molly FlemingDiageo has a a three-pronged innovation strategy that aims to recruit new drinkers, engage current brand fans and disrupt the industry long-term.
How KP Snacks is becoming a marketing-led organisation
Molly FlemingIn just 8 months KP Snacks marketing director Kevin McNair has halved strategic agencies, in-housed social and introduced an innovation hub all in a bid to streamline the brand to keep up with its diverse portfolio and changing consumer trends.
How Unilever is using AI to ‘democratise’ upskilling and future-proof its employees
Molly FlemingUnilever is introducing an online talent marketplace that it hopes will help more staff, including marketers, find projects and develop skills for the future.
Carling owner launches premium marketing hub to drive ‘closeness with consumers’
Molly FlemingThe UK’s second biggest brewer Molson Coors wants its marketers to be closer to their target consumers, whether through a new premium marketing hub or a new positioning for Carling that focuses on local communities.
Coca-Cola highlights its innovation credentials in campaign for new Diet Coke flavours
Molly FlemingCoca-Cola is promoting new flavours of Diet Coke including ‘Twisted Strawberry’ and ‘Exotic Mango’ in a tongue-in-cheek campaign.
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Unilever gets marketers to take DNA tests to challenge stereotypes beyond gender
Molly FlemingThe FMCG giant is broadening out its Unstereotype initiative to include ethnicity as it looks to get more of its marketers be more critical about diversity in its ads.
Costa moves into ready-to-drink market with first launch since Coca-Cola acquisition
Molly FlemingCosta promises its ready-to drink product contains 30% less sugar than most competitors’ offerings as it looks to make use of Costa’s “coffee expertise” and Coca-Cola’s “scale and marketing expertise”.
Just Eat’s boss on the challenge of transitioning from marketer to CEO
Molly FlemingAfter just a few short months, Peter Duffy swapped heading up marketing at Just Eat for leading the entire business, and while he admits it was a shock, his unwavering focus on customers has made stepping up easier.
Millennial travel brand Day 8 on the end of the influencer and rise of community
Molly FlemingDay 8 is cutting the use of large-scale influencers as it looks to harness its own holiday-makers and build a community that will appeal to the younger generation.
Channel 4 puts focus on LGBT+ representation in annual diversity competition
Molly FlemingChannel 4 hopes brands will tackle the problem that 60% of people believe the LGBT+ community is shown in a negative way in advertising, often supporting “tokenistic roles” and rarely feature bisexual, gender fluid and transgender people.
Tenzing: We don’t need a big budget, just a point of difference
Molly FlemingBuilding on the success of its first marketing campaign last year, Tenzing is now looking to boost engagement by building a community around the brand and isn’t losing sleep over Coca-Cola’s foray into the energy drinks market.