Fanta revamps logo with launch of first-ever global identity
Michaela JeffersonAfter making its first “concerted” global push behind the Sprite brand last year, The Coca-Cola Company has now turned its attention to Fanta.
After making its first “concerted” global push behind the Sprite brand last year, The Coca-Cola Company has now turned its attention to Fanta.
Brand purpose attracts its fair share of criticism from marketers and shareholders alike, but according to Galaxy’s UK brand director, its value is seen in “generations”, not quarters.
Currently Diageo’s chief operating officer, Debra Crew claims four years’ experience in senior marketing roles at Nestle and seven years in marketing at Kraft Foods.
CMO Todd Kaplan says the new visual design ushers in a “new era” for Pepsi and will help to drive brand distinction, while also turning the spotlight onto its zero sugar alternative.
Dismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit.
He takes on the CMO role at Nomad Foods after three years running Birds Eye’s UK and Ireland business.
In an increasingly cost-conscious consumer environment, there could be an opportunity for private label brands to take share in the no and low alcohol sector, say analysts. But they’ll have to fight off rising competition from both alcohol giants and independent brands alike.
System1’s Jon Evans looks at 10 years of data in the soft drinks category and explains why the few successful new product launches survived in the long term.
Speaking to Marketing Week, Machado explains how he plans to take his experience marketing some of the world’s biggest brands and use it to drive growth in a plant-based startup.
The pizza delivery chain says it also made “significant strides” in its digital transformation last year, with further investment earmarked for 2023.
A “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
CEO Michel Doukeris said the alcoholic drinks giant had stepped up the effectiveness of its creativity through its digital transformation and its in-house creative agency DraftLine.
The trade down to own label “shows little sign of stopping”, according to Kantar’s latest data, with Aldi and Lidl also continuing to steal market share.
On a mission to re-engage fans of “no-nonsense” soup, Heinz’s limited-edition Christmas Big Soup sold out within three hours and had retailers clamouring to get the product back on shelves.
Despite a brand health wobble in the UK over the last decade, Sprite remains one of the world’s most valuable soft drink brands. With fresh investment behind its zero sugar variety, analysts believe it is well-positioned to grow The Coca-Cola Company’s status in the flourishing no sugar market.