The drinks company is in a ‘transitionary phase’, says its CEO, with the goal that it will return to volume growth, rather than driving revenue growth through higher prices, as it has been doing during the period of higher inflation.
Wall has been with the business for almost five years, most recently in the position of strategy and innovation director.
Until very recently, Tony’s Chocolonely had never spent a penny on paid media, preferring to use earned and organic channels, however, it became ‘impatient’ with the pace of change and has now changed tack.
The potential cull of Bounty from the Celebrations tub sparked frenzied debate from the pages of the New York Times to Good Morning Britain.
In the first of a new series looking at what marketers have learned from mistakes, Diageo’s chief innovation officer Mark Sandys shares the story of Guinness 0.0, which is now a best-seller in the non-alcoholic category. The road to success was paved with missteps though, including several false starts and even a full product recall.
The Bisto-owner has committed to “sharpening” its promotional spend in the second half of its financial year, which it expects to drive increased sales volumes.
Food business Princes embarked on a journey to ‘dial up’ the focus on its brands, which include Princes seafood and Napolina, in order to drive distinctiveness and win market share.
Coca-Cola’s 2023 Christmas ad ‘The World Needs More Santas’ and its 1995 classic ‘Holidays are Coming’, both achieved “exceptional” scores on System1’s ad effectiveness ranking. However, Holidays are Coming reigns supreme, beating the 2023 ad and achieving the highest possible score.
A sellout collaboration with vodka brand Absolut saw pasta sauce overtake ketchup as Heinz’s top selling product.
Kindness is one of Coca-Cola’s “core values” and is this year the focus of its Christmas campaign.
Only 13% of wine consumers say returning to a brand they had bought before was an essential criteria in their purchase decision. In a category which lacks instantly recognisable names, a push towards brand could drive a stronger wine market.
While pledging to be ‘competitive’ and agile in its pricing, Heineken CFO Harold van den Broek said the company would not be stepping up its promotional activity.
Coca-Cola does not classify marketing spend as a “drag” on margins but rather part of its strategy to tap into growth opportunities, said CEO James Quincey.
The company will maintain advertising and promotional spend at a ratio of 16% of its net sales, as it seeks to ‘dynamically optimise’ this budget through effectiveness tools.
Krispy Kreme is celebrating 20 years since it opened its first store in the UK – but its CMO believes the brand still has growth potential if it can increase awareness.