Why Britvic is ‘running at the fire’ during the cost of living crisis
Niamh CarrollBritvic wants to tackle today’s economic challenges head-on, says commercial growth director Bruce Dallas, using innovation to explore new categories and markets.
How Mars Petcare is protecting innovation in the boardroom amid inflation
Niamh CarrollAccording to European marketing director Chris Rodi, Mars Petcare has learned when to take “big bets” on innovations and when to be more frugal.
‘More oblique than direct’: How brands benefit from extensions into adjacent categories
Niamh CarrollWhile food companies often stretch their brands into new categories, few stand the test of time. However, brand consultants say the buzz generated from these products can make the endeavour worthwhile regardless.
‘A solution to a problem that doesn’t exist’: What’s going wrong for Amazon Fresh?
Michaela JeffersonAmazon is reportedly pausing the aggressive UK rollout of its Amazon Fresh convenience stores, following lacklustre sales at its 19 existing London locations.
Mars Petcare on approaching innovation as ‘platforms not projects’
Niamh CarrollEven as the cost of living crisis pushes price up consumers’ agendas, they still demand product innovation from brands, according to Mars Petcare’s Chris Rodi.
Heineken: Hard seltzer has not yet ‘moved the dial’ in the UK
Niamh CarrollHeineken launched hard seltzer Pure Piraña in Europe last year. However, a lack of familiarity among UK consumers is holding the category back, the firm’s UK marketing director says.
Beauty giant Estée Lauder hails ‘powerful’ innovation amid record profitability
Michaela JeffersonThe company’s adjusted operating margin expanded 80 basis points to an “all time high” of 19.7% over its 2022 fiscal year, as the beauty giant invests in innovation to support its pricing.
Why Heineken is making sustainability its ‘north star’ for product innovation
Niamh CarrollThe beer company’s UK marketing director says sustainability in product design must go much further than just packaging.
Meet the brand ripping up the tech marketing playbook
Molly InnesMobile phone disruptor Nothing is looking to add human warmth back into tech, says co-founder and head of marketing Akis Evangelidis.
What’s the future for innovation in the age of inflation?
Matthew ValentineCould “commercial creativity” be key to surviving record breaking inflation? Burger King and Heineken explain why investing in innovation now will pay off later.
How one brand switched its business model in under a week
Charlotte RogersUsing value curve analysis, mental health brand Spill pivoted its entire product and approach in just six days.
Premier Foods hails success of TV push as sales rise
Charlotte RogersNew product launches and strong international growth have helped Premier Foods increase market share both in-store and online.
Snap’s first CMO on transforming marketing in a product-led business
Michaela JeffersonAs the first CMO of Snapchat, Kenny Mitchell’s first priority was to restructure and scale its marketing team, building a “symbiotic” relationship with product.
Meet the period brand taking on the mainstream giants
Michaela JeffersonChallenger brand Here We Flo is accelerating its growth with TV and expansion into the US, as it works to meet customers “where they are”.
How Mini persuaded the CFO on the potential of the metaverse
Michaela JeffersonAs Mini trials its first metaverse experience, the car marque’s brand lead says marketers must be clear on objectives when trying to get buy in.