Mattel’s ‘robust marketing’ pays off with Barbie sales uplift
Molly InnesBarbie sales grew 16% in the last quarter off the back of Barbie-mania this summer, with its CEO crediting its ‘innovative’ marketing arm.
Nearly half of podcast listeners choose to skip ads
Chris SutcliffeResearch from YouGov suggests more than two in five podcast listeners are avoiding advertising entirely, while just 14% say they find them unintrusive.
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Barbie owner Mattel doubles down on strategy to expand brands as sales slump
Niamh CarrollMattel is seeking to tap into the potential of the value of the IP it owns on brands including Barbie, Polly Pocket, Barney and Hot Wheels following the success of the Barbie movie, which opened last week.
Dismissing DTC is just as dumb as dismissing retail
Mark RitsonDirect-to-consumer brands failed to disrupt traditional retail, but that doesn’t mean you should exclude DTC as a distribution strategy.
How to ensure product launches have the best chance of success
Ian BurrellFrom tapping into an unmet consumer need and settling on the best communications strategy to finding the right timeframe for measuring impact, the art of the successful product launch is highly-nuanced.
How a sellout product got retailers to reconsider Heinz Big Soup
Marketing Week ReportersOn a mission to re-engage fans of “no-nonsense” soup, Heinz’s limited-edition Christmas Big Soup sold out within three hours and had retailers clamouring to get the product back on shelves.
Marketing Week Top 100 2023: The top marketers in consumer tech, automotive and manufacturing
Lucy TesserasMarketing Week reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Digitas.
How Mars overtook its rivals with a festive chocolate push
Marketing Week ReportersThe confectioner’s play to win the chocolate war by axing Bounty helped Celebrations pull ahead of its key competitors over the Christmas season.
How Heinz got festive soup on the global news agenda
Marketing Week ReportersJumping on news of a potential festive food shortage, Heinz gave its Big Soup brand a much-needed boost through its most cost-effective earned campaign of 2021.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Marketers have a role to play in levelling the gender health gap
Helen JamesWhile marketing alone won’t be able to close the gender health gap, it can certainly help to increase awareness of female-only health issues and remove taboos, which is definitely a step in the right direction.
Growth Hacks: Cloud Nine on why it is not a challenger brand
Molly InnesAlthough it was founded more than a decade ago, hair tools firm Cloud Nine’s brand journey kicked off properly three years ago, and it is already leading to significant growth.
P&G to prioritise innovation investment over bottom line
Molly InnesP&G reported a 4% drop in profits over the first quarter of its 2023 financial year, with gross profit reducing from $9.97bn (£8.86bn) in 2021 to $9.76bn (£8.67bn).
Marketing Week Top 100 2022: The top marketers in consumer goods, tech and automotive
Lucy TesserasMarketing Week reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Tag.
De’Longhi shifts focus as data reveals success of brand awareness push
Niamh CarrollHaving boosted awareness, education is the necessary next step towards moving consumers down the funnel towards purchase intent, says marketing director Alex Pickering.