With the help of its famous 90s mascot, Hofmeister raised over £632,000 with its crowdfunding campaign to fund the brewer’s marketing plans over the next few years.
Beer brand Hofmeister has revived its famous mascot ‘George the Bear’ to front its crowdfunding campaign, part of wider marketing drive to increase loyalty and achieve its goal of hitting £10m in turnover by 2025.
Brand mascots have largely fallen out of favour in recent years, but marketers should not underestimate their unifying ability to deliver the humour and emotion consumers love.
Asahi UK admits to taking “slightly too long” to kick things off with Meantime but did so to truly understand the brand’s heritage, it now plans to raise awareness and drive growth by talking up the craft beer’s heritage.
BrewDog is positioning itself as a ‘Beer For All’ as it looks to put the claims of its “toxic attitude” and “culture of fear” behind it.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
The broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.