Lucozade has launched its first ‘Zero’ variant in reaction to growing consumer appetite for healthier drinks as it aims to “open up the brand” to a broader audience.
With a sugar tax set to be introduced on the soft drinks industry by the end of 2018, brands risk damage by being too critical of the government’s move according to experts.
As the public becomes more health conscious and plans for a ‘sugar tax’ remain firmly on the table, big brands such as Coca-Cola, Britvic and Innocent are determined to respond to consumer needs – and are more vocal than ever.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Corona buying an island to Primark appointing its first chief customer officer, it’s been a busy week. Here is my take.
Intel feels “bullish” about its future, CMO Karen Walker says, as it invests behind its brand to support its “massive growth trajectory”.
If brands really want to empower women they need to ride the ‘fempowerment’ wave with intention, not simply jump on the bandwagon.
Diet Coke is keen to emphasise its connection to fashion as it turns 40, with its Kate Moss partnerships designed to engage “loyal fans” and build equity in the brand.