Big brands can tap into consumers’ obsession with ‘craft’ and ‘artisan’ goods by using content to change perceptions, even if their product is mass-produced, but they need a credible story
The news that alcohol giant AB InBev bought Camden Town Brewery caused outrage among the craft beer community. But as mega-breweries seek to find new ways to appeal to millennials, it seems that craft’s corporate future is here to stay.
Often seen as the shot of preference among students, Jägermeister is launching its biggest campaign yet as it invests £2.7 million in above the line activity in a bid to move away from its ‘high tempo party’ image.
With outdoor dining resuming in April, restaurant brands’ media, brand and purchase metrics all appear to have benefited from consumer anticipation.
What are the benefits of adopting a test-and-learn mindset and how can it be done effectively?
Brands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.
The collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.