‘Mixology and elevated consumption’: How 7up is finding new occasions to drive growth
7up is focusing on the consumer trend of mixology and “elevated” soft drinking consumption in pursuit of making the brand more relevant in more occasions.
‘Challenged to take action’: Co-op launches inclusivity campaign in response to member requests
Hannah RashbassThe Co-op is launching a campaign as part of its recently launched ‘Owned By You. Right By You’ brand platform to promote diversity and unity across UK communities against backdrop of civil unrest.
Investment vs spend and category challenges: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Next’s CEO swapping investment for spend when talking about marketing to Kraft Heinz’s top marketers asserting that ownership of all four Ps is the only way to “solve big challenges”, it’s been a busy week. Here is my take.
ITV launches AI-generated ad service to make TV advertising more ‘accessible’ for SMEs
Grace GollaschAs part of an initiative to encourage SMEs to consider TV advertising, ITV will launch two new AI-generated TV ads from small businesses.
Pet care challenger Jollyes on its ‘unapologetic’ marketing mission
Amrit VirdiNew CMO Sean McGinty is keen to rev up the marketing “growth engine” to help the pet care retailer make the most of its “value specialist” positioning.
What the rise of AI influencers and digital twins means for marketers
Amrit VirdiWith consumers increasingly resonating with AI influencers and digital twins, what are the benefits and challenges marketers can expect from investing in the sector?
How are marketers preparing for the World Cup?
Molly InnesThe World Cup is just a few months away – but for brands looking to target the lucrative football audience there are many considerations in play.
What an AI psychodrama taught me about marketing leadership
Cheryl CalverleyWhat should have been a simple task for AI Geoff revealed more about the fallibility of most leaders – the inability to admit something isn’t working and move on.