How Tyrrells moved away from the ‘drug of promotion’ to grow sales value
Niamh CarrollAfter a “race to the bottom” caused Tyrrells to lose value, owner KP Snacks decided investment in brand was the path to grow the hand-cut crisp brand.
After a “race to the bottom” caused Tyrrells to lose value, owner KP Snacks decided investment in brand was the path to grow the hand-cut crisp brand.
Winning an argument is not the same as winning an overall result, Kraft Heinz’s Cristina Kenz says, arguing understanding other’s perspectives is vital to get ahead.
There was “limited” switching from Britvic’s brands to private label competitors, claimed CEO Simon Litherland, as the company offered consumers “great quality, choice and value”.
Claire Pointon is set to take over as UK and Ireland managing director of Just Eat.
AB InBev is also stepping up investment behind Bud Light in the US and is tripling its media spend this summer versus last.
Guinness is on a roll, with sales on the up and a recent claim to be UK’s favourite pint. In this latest episode of This Much I Learned, two of architects of that success, Grainne Wafer and Neil Shah, discuss how the brand’s past informs the present.
Following its latest collaboration with fashion brand Balmain, Danone Waters’ top marketer shares the benefits of cross-brand partnerships and why it has a responsibility to “push the sustainability agenda”.
Coca-Cola’s marketing has become much more digital, which is helping to attract previously hard-to-get consumers to its brands, CEO James Quincey claimed.
Britvic CMO Matt Barwell will depart after nine years at the business, to be succeeded by Heineken’s Cindy Tervoort.
From tapping into an unmet consumer need and settling on the best communications strategy to finding the right timeframe for measuring impact, the art of the successful product launch is highly-nuanced.
The Coca-Cola Company’s Javier Meza says the calibre of marketing talent in the business means he is ‘constantly learning’, despite having been at the company since 1998.
Despite mixed results from its expansion into the UK’s alcoholic market so far, The Coca-Cola Company believes there remains an opportunity to seize, starting with its new partnership with Jack Daniel’s.
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.