‘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.
Good to Grow
‘Market-maker, not share-taker’: Sure on why it is pioneering whole body deodorant
Niamh CarrollSure is part of Unilever’s deodorant portfolio, which also includes Dove and Lynx. With these brands collectively holding over 55% market share of the category, Unilever is looking beyond armpits for future growth.
A ‘beacon’ for beans: How one brand is making space for a category that ‘doesn’t exist’
Niamh CarrollBold 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.
P&G on how it achieves ‘fundamental’ mission of growing its brands’ categories
Niamh CarrollWith many category-leading brands like Fairy, Ariel and Pampers in its portfolio, growing categories is vital for Procter & Gamble. The company combines consumer insight, innovation, advertising and distribution to grow its highly penetrated brands and their respective markets.
‘Miles of room to grow’: Johnnie Walker on finding growth as a category leader
Niamh CarrollDespite being one of the world’s biggest spirits brands, Johnnie Walker is not “eking out inches” of growth and sees plenty of potential for continued expansion, says its global brand director.
‘Here to drive demand’: Hovis on its mission to ‘protect and grow’ the bread category
Niamh CarrollThe bread category may be undergoing an “evolution” away from the traditional sliced loaf, but Hovis is confident it can continue making its product relevant.
One brand on using humour to cut through a ‘low emotional engagement category’
Niamh CarrollPitching itself as not another “faceless mega corp”, natural soap brand Dr Squatch wants to reach a male audience, many of whom don’t buy the product themselves.
How marketers are finding growth opportunities in mature categories
Niamh CarrollRecruiting new consumers to categories with high household penetration is difficult, but that doesn’t mean growth has to simply come from scraps over market share. Three marketers share their brand’s path to growth in mature categories.
‘Leaving the bubble’: Itsu on going beyond restaurant awareness to grow grocery
Niamh CarrollHaving grown its grocery presence since 2012 targeting restaurant customers, Itsu is on a mission to build wider awareness while maintaining a one brand approach.
‘We will lose people’: Why Typhoo is ‘repurposing’ its brand to restart growth
Niamh CarrollTyphoo is the oldest British tea brand, but it has adopted a fresh approach, product and mission to encourage change across the tea category, while also reversing its own decline.
Tackling ‘muscle memory’: Brands in new categories on disrupting norms to grow
Niamh CarrollBrands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
Building a playbook from scratch: How brands are growing new categories
Niamh CarrollIn 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.