Describing itself as a “fabric of the nation brand”, Pukka is shifting away from its heartland in pies into sausage rolls, slices and pasties in a bid to drive relevance and incremental sales.
Xiaomi may have only launched in Western Europe in 2017, but the Chinese smartphone brand is on a mission to become a mainstream name by shifting its marketing mix.
Scotch whisky brand Johnnie Walker is thriving thanks to a combination of sustained investment, a switch to localised marketing post-pandemic and rich insight ensuring its long-term ‘Keep Walking’ platform remains relevant to consumers.
Coke believes its brands should prove they are worth their price, as the beverage giant promises to “improve” the quality of its marketing investment by taking a more targeted approach.
Having gone independent from former parent company Huawei in November, Honor has ambitions to become a top three smartphone brand in the UK by 2024.
Burger King parent company Restaurant Brands International is cutting discount coupons out of its strategy and reinvesting in digital loyalty programmes and media.
Saga is betting big on its shift away from short-term sales to long-term brand building, as it looks to drive consideration amongst experience hungry over-50s.
Peter Field says criticism of his research was launched before his full findings were released, stating backlash was “emotional” instead of “rational”.
Coca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.
Unilever promises to continue investing in “the long-term health” of its brands despite the pressure of rising commodity costs, as third quarter turnover increases 4% to €13.5bn (£11.3bn).
The NHS had to act quickly last year after realising people with life threatening conditions such as heart attack and stroke were not going to hospital because of Covid, and marketing played a key role.
Two years ago, the travel agency was front and centre in the news as it slowly crumbled under the crushing weight of its own debt. Now the brand is back on the market, rebuilding online with a new proposition.
P&G spent $130m (£94m) on marketing over the first quarter of its financial year, while also reporting a 5% boost in net sales to $20.3bn (£14.6bn).
In addition to launching a Mastercard sound and taste, the brand has now unveiled a Mastercard smell, all of which is helping it to elevate the brand’s status, says Raja Rajamannar.
Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.