How a tie-up with Absolut helped Heinz turbocharge sales by 50%
Marketing Week ReportersA sellout collaboration with vodka brand Absolut saw pasta sauce overtake ketchup as Heinz’s top selling product.
Women’s sport is bringing new people into sport, data suggests
Molly InnesThe latest Women’s Sport Trust research shows 2023’s viewing figures are down on last year’s, but there was record growth in golf, cricket and netball.
‘Commercially sustainable’: Why it’s time for brands to start backing women’s sport beyond big tournaments
Molly InnesEngland and Chelsea’s Jess Carter says brands need to get behind women’s sport on a domestic level, and not just for the glory.
Sky ramps up partnerships as consumers look for long-term value
Chris SutcliffeSky is highlighting its long-term value proposition to consumers with a partnership with Vue, as retention and the cost of living continue to bite.
Xero: ‘Consistency’ is key for B2B firms investing in brand building
Josh StephensonThe B2B brand was an unlikely sponsor of the Women’s World Cup but sees sport as another opportunity to invest in brand marketing and build connections with its customers.
‘Marketing has to step up and deliver’: Weetabix on navigating tough times
Josh StephensonWeetabix’s marketing lead Francesca Theokli on why a breakfast cereal sponsoring football makes more sense than you’d think – and why marketers hold the key to navigating the economic downturn.
Gambling brands still loom large in Premier League despite upcoming sponsorship ban
Josh StephensonNew research shows industrial companies make up most common sector sponsoring teams across football, rugby and cricket – but gambling firms remain inextricably linked to football.
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What caused Diddy to turn on Diageo?
Mark RitsonAfter a successful and lucrative partnership on vodka brand Ciroc spanning more than 15 years, Sean Combs filed a law suit against Diageo this week, accusing the business of racism and neglect. Whatever the outcome, it looks like the end of the relationship.
‘In sync with the zeitgeist’: How Evian plans to increase its ‘premium appeal’
Josh StephensonFollowing its latest collaboration with fashion brand Balmain, Danone Waters’ top marketer shares the benefits of cross-brand partnerships and why it has a responsibility to “push the sustainability agenda”.
How Riot Games topped the Netflix charts by bringing fantasy into reality
Marketing Week ReportersThe video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
Follow the fan journey: Why live music partnerships start long before the event
Marketing Week PartnerLive music experiences are places where brands can literally surprise and delight fans, so long as they are in tune with their euphoria and make the most of the marketing opportunity by starting early, while fans are in the discovery and planning phases.
How a sustainability drive helped Scottish Water build customer trust
Marketing Week ReportersCarefully chosen partnerships and a media blitz helped the company’s water fountain project divert 3.5 million plastic bottles from landfill.
How Cadbury’s multichannel mantra delivered £230m in revenue
Marketing Week ReportersFrom interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
How Refuge tackled the online abuse ‘epidemic’
Marketing Week ReportersDetermined to support survivors of online harassment, Refuge used social media to drive legislative change and generate £1m in ‘social value’.
How LinkedIn tackled social stigma to help ex-offenders thrive
Marketing Week ReportersEncouraging employers to look past a criminal record, LinkedIn’s mentoring programme offered eight young offenders the chance to launch their own streetwear brand.