Bold Bean Co is on a mission to make beans “desirable” for consumers, turning the category from something that has been overlooked and commoditised to a valued part of consumers’ diets.
In the first of a new series looking at how brands are addressing category challenges to grow, marketers discuss how to drive awareness, not only of a new brand but an entirely new category.
Brands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
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 Coca-Cola bringing back its much-lauded ‘Share a Coke’ campaign, to the rise and rise of Bluey, it’s been a busy week. Here is my take.
The retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Why 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.
