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.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the UK brands’ stalling growth to Next’s CEO’s assertion that marketing spend is ‘not a decision made in the boardroom’, it’s been a busy week. Here is my take.
By investing in media beyond Facebook and Instagram, shifting its messaging and moving towards integrated campaigns, Oddbox was able to boost brand awareness and salience, and achieve its best month for customer acquisition.
With so few people aged over 50 working in marketing, is it any wonder those in their later years – and particularly women – feel underrepresented in advertising? Marketers need to double down on audience research to truly understand this vast demographic.
Having boosted awareness, education is the necessary next step towards moving consumers down the funnel towards purchase intent, says marketing director Alex Pickering.