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.
‘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”.
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.
Unilever CEO departs after two years as the FMCG giant admits it has ‘much further to go’
Niamh CarrollHein Schumacher, who has been responsible for moving Unilever away from “force-fitting” purpose and pursuing a “fewer things better” mantra, will be replaced by CFO Fernando Fernandez in a few days.
P&G on using AI to deliver ‘best possible value’ from ad spend
Niamh CarrollThe FMCG giant claims it ads are being tested and optimised in days versus weeks – and at a tenth of the cost – thanks to AI.
Wild Nutrition on the full-funnel strategy fuelling its next chapter of growth
Niamh CarrollAfter building clarity around its points of difference and overhauling its subscription model, supplement brand Wild Nutrition believes now’s the time to invest in TV.
Nestlé CEO: Product and price must be right before investment in advertising
Niamh CarrollThe KitKat and Nescafé owner plans to recover its advertising and promotional investment to 2019 levels as it chases long-term growth.
Unilever increases marketing investment to highest level in over a decade
Niamh CarrollThe consumer goods business is concentrating investment behind its most profitable brands and bigger innovation bets.
‘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.
Reckitt: Don’t use AI to increase efficiency at the expense of recruiting junior talent
Niamh CarrollReckitt’s global director of data-driven marketing and media says generative AI must be used to “replace tasks not jobs”.
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.
‘A new dawn’: Kellogg’s on using its distinctive assets to ‘reignite’ the brand
Niamh CarrollKellogg’s is on a mission to reaffirm its seat at the breakfast table, and is leaning into its previously “under-leveraged” masterbrand assets to do so.
Brands need to put in the work to go after copycat products, says Thatchers lawyer
Niamh CarrollThomas Chartres-Moore is part of the legal team that won on behalf of Thatchers against Aldi last week. While the ruling is significant for brands, it doesn’t provide “carte blanche” to go after copycats, he says.
‘It was holding us back’: Why Skinny Tan changed its name Skin & Tan
Niamh CarrollSelf-tanning brand Skin & Tan has dropped its old name to broaden its appeal to new consumers, and speak to those who are perhaps “afraid” of the category.
How beauty brand Give Me Cosmetics used ‘simplicity’ to gain attention on TikTok Shop
Grace GollaschGive Me Cosmetics used TikTok Shop’s integrated format to mirror the organic content users expect to see on TikTok, earning it a spot as one of Kantar’s most effective ads on the platform this month.