‘Amazing brand power’: Coca-Cola on differentiating Diet Coke within its portfolio
Diet Coke is “complementary” to Coca-Cola Zero, says the business’s UK marketing lead, as the brand launches a new campaign designed to broaden Diet Coke’s appeal.
Coke enlists Fifty Shades actor Jamie Dornan for ‘cheeky’ Diet Coke break ad
Niamh CarrollThe Fifty Shades of Grey actor will star in an ad revealing his passion for cold water swimming next month, as the brand continues to encourage consumers to enjoy a break with Diet Coke.
Why Diet Coke’s ‘ultimate goal’ is connecting with loyal customers
Niamh CarrollDiet 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.
Coca-Cola on the strategy behind its first portfolio ad
Niamh CarrollNew Guy is the Coca-Cola Company’s first ad that brings together different brands in its portfolio in the same spot.
WHSmith brand to disappear from UK high streets as sale agreed
Amrit VirdiThe retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
Asda’s customer chief steps down to join Jet2
Jasper BaumannDavid Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
The increasing disappearance of the CMO role should be a wake-up call the industry
Secret MarketerWhy are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
‘Be their champion’: Exploring the relationships that matter to marketers
Megan TatumSales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?