A move to premium products and Gillette recovery help boost P&G
Molly FlemingA focus on innovation has helped boost Procter & Gamble’s performance in male grooming, an area that is increasingly competitive.
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The story of Casper shows there is no DTC ‘revolution’
Mark RitsonFor all their trendiness and disruptive rhetoric, most direct-to-consumer brands do nothing new, and ultimately rely on traditional marketing and retail channels to scale and grow.
Marketoonist on smart devices and 3G
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
This Veganuary brands should be wary of ‘meat-free’ mania
Charlotte RogersAs every brand from supermarket retailers to fast food giants race to bring vegan food to the masses, it is worth taking a step back and asking – does the world need another jackfruit wrap?
Co-op rolls out meat-free range as brands cash in on Veganuary
Charlotte RogersThe Co-op joins the likes of Waitrose, Greggs and Subway with plant-based product launches designed to capitalise on the growing meat-free market.
Return on engagement: Why John Lewis and Diageo are turning to personalisation
Matthew ValentineBrands including John Lewis and Diageo claim personalised products drive sales – and not just at Christmas – but those who judge success by ROI may be missing the point.
Marketoonist on misfit innovation
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Trends 2020: Marketers reach ‘peak innovation’
Molly FlemingAmid a fail-fast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity.
Opportunity lies at the edge of acceptability, so get comfortable there
Colin LewisMarketers need to understand that the edge is where opportunity is and by learning to become more comfortable there they can find more opportunities.
Coca-Cola CEO praises ‘consumer-centric’ innovation as Coke brand grows
Molly FlemingCoca-Cola praises marketing investment for helping to shift consumer mindsets about the soft drink company and its namesake brand.
How innovation and creativity helped turn around Premier Foods’ brands
Molly FlemingThe company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.
Marketoonist on the evolution of new products
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Pernod Ricard doubles down on investment in ‘super premium’ brands
Molly FlemingDespite growing concerns of the impact a no deal Brexit could have on consumer spending, Pernod Ricard believes people will continue to pay for more expensive spirits as they look to drink “less but better”.
High time: How brands can capitalise on the CBD explosion
Molly FlemingWith an estimated 1.3 million regular users of CBD in the UK, more brands than ever are infusing products with the extract. But with a complex regulatory environment and drug connotations, how can marketers make the most of this craze?