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.
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.
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.
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.
AB InBev CEO: Level of marketing spend is determined by effectiveness
Niamh CarrollThe Stella Artois owner sees its marketing spend working “much harder” after deciding to focus investment on its “megabrands”.
Crosta Mollica on building brand associations beyond its stripes
Niamh CarrollPizza and snack brand Crosta Mollica has fully refreshed its brand, with the goal of being known for its quality and authenticity, as well as recognised for its striped packaging.
Sparkling wine Chapel Down on the ‘big-little moments’ driving category growth
Niamh CarrollOn a mission to become the leading English sparkling wine brand, Chapel Down wants to bring value to a category still shrugging off misconceptions.
One canned water brand on the future of the category after Liquid Death’s UK exit
Niamh CarrollCano Water wants to challenge the Evians of the world, as it champions canned water as a “realistic solution” to the plastic waste generated by bottled water.
Liquid Death might be retreating from the UK but it is by no means dead
Jon EvansPeople have been quick to write off Liquid Death but it won’t be the last we see of it.
Heineken hails ‘balanced’ volume and value growth amid £250m marketing uplift
Grace GollaschHeineken “significantly” increased its marketing spend across all regions last year, now accounting for 9.8% of revenue.
‘We are not backing off’: Coca-Cola doubles down on commitment to invest in marketing
Niamh CarrollThe Coca-Cola Company will pursue expanded profit margins by reaping the rewards of its marketing transformation programme, not cutting budgets, its CEO says.
Diageo’s new CFO pledges greater ‘rigour’ in measuring marketing effectiveness
Niamh CarrollThe Johnnie Walker and Guinness owner cut marketing spend by 2% in the first half of the year, as its new CFO puts the emphasis on “rigour” and returns.
Strong Guinness performance offset weak spirits demand in the UK for Diageo
Niamh CarrollAround one in ten pints sold in Great Britain is now a Guinness, with its parent company hailing brand-building, its Premier League sponsorship and 0.0 as key components in another strong period of growth.