Through an on-pack takeover of Dreamies, the pet care giant is looking to drive awareness of its LGBT Foundation partnership and power its internal “inclusion first” strategy.
Standing up for a cause and throwing the full weight of your brand behind it might feel like a risk in the current climate, but cementing its partnership with the LGBT Foundation made perfect sense to Mars Petcare.
The brand’s marketing vice-president for Europe talks about Mars Wrigley’s growth plans for ecommerce and the fact you often “learn more through the failures”.
Mars’s global marketing vice-president, Michele Oliver, says the initiative is not a competitive play, but part of a wider ambition to drive change.
Mars is tackling climate change through a three-pronged strategy that will target its consumers, suppliers and its own operations.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
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.
