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 P&G’s improvement in marketing effectiveness to the rise in investment for market research, it’s been a busy week. Here is my take.
While more than a third of marketers expect to see new hires over the next three months, expansion plans have begun to tail off since hitting a peak last year.
Targeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.
Rising inflation and energy price increases have dampened consumers’ confidence in January, but marketers are warned to “hold firm”.