Coca-Cola brings back personalised cans with ‘Share a Coke’ campaign
Niamh CarrollFirst launched in 2011, the personalised packs delivered a sales uplift and engaged more young consumers, something Coke will be hoping to replicate.
Niamh Carroll
Keep the drumbeat: Brands on using advertising moments for year-round equity
Niamh CarrollBrands often choose their biggest commercial occasions, such as Christmas for retailers, to do their most significant brand-building, but how do they ensure they’re building a brand for life, not just to win in that specific moment?
McDonald’s replaces Starbucks as the ‘most valuable’ restaurant brand
Niamh CarrollMcDonald’s is the world’s most valuable restaurant brand, according to Brand Finance, as previous incumbent Starbucks suffers from “growing misalignment” with customers.
Nurofen on ‘redefining’ its role as a category leader
Niamh CarrollNurofen has moved away from efficacy-focused product advertising in favour of emotional storytelling about women’s experiences around pain.
Corona on creating a ‘physical manifestation’ of its brand purpose
Niamh CarrollCorona Island, a private destination off the coast of Colombia, is now available for visitors to book, bringing to life the beer brand’s “natural” ethos.
‘Worthy of the daylight’: How kebab brand GDK is tackling ‘deep-seated’ notions about its category
Niamh CarrollGDK (formerly known as German Doner Kebab) is tackling notions that kebabs are only a night-time food head on.
In-person work, influencer briefs, ethical purchase decisions: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
‘Everyone wants a piece of the chicken category’: KFC on leveraging its distinctiveness to win
Niamh CarrollIn a category that is more crowded than ever, KFC is focusing on doing work that no other business can do to “elevate the brand up and out”.
BrewDog promotes top marketer to chief operating officer as it scraps CMO role
Niamh CarrollLauren Carrol will continue to look after marketing, while taking on responsibility for people, digital, ecommerce, bars, and the US and German markets.
Domino’s CEO: Loyalty scheme ‘widens the moat’ on the brand
Niamh CarrollThe loyalty scheme, which is in the second phase of its trial, is acting to drive incremental frequency, says Domino’s UK CEO.
Generative AI reshaping teams, supermarket visits, influencers: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
‘Brands are by default suspicious’: Unilever’s new CEO identifies influencer marketing as key pillar of strategy
Niamh CarrollConsumers are “much more discerning” about brands, claims Unilever’s new CEO, meaning the company is investing in communication “in which others speak about [its] brands”.
‘Get a better bra’: One brand on tackling the ‘dismissiveness’ surrounding women’s health
Niamh CarrollWith 93% of women saying they’ve had health concerns dismissed, Medichecks is looking to raise awareness of the issue and position itself as a “first step” for women frustrated by a lack of response.
Highland Spring on combining physical and mental availability to grow
Niamh CarrollInnovation, as well as leaning on brand power to grow its core, will be the key to a strong future for the UK’s biggest plain water brand, its marketing director says.
Greggs: Brand has been of ‘paramount importance’ to grow during cost of living crisis
Niamh CarrollSuccess in the food-to-go sector is driven by being “front of mind” with consumers, CEO Roisin Currie told investors, hailing the strength of the Greggs brand.
AI transparency, ecommerce tactics, digital advertising: 5 interesting stats to start the week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.