How Hilltop plans to create a buzz in the ‘commoditised’ honey category
Grace GollaschHilltop hopes to “drive appraisal” in a category with flat penetration and deflationary prices, says the brand’s new marketing director.
Yum! Brands places ‘greater focus’ on value items to entice ‘cost-conscious’ consumers
Grace GollaschThe owner of KFC, Taco Bell and Pizza Hut pointed to the “disruptive deals” available across the three restaurants as drivers of growth as revenue increased by 4%.
Mass content vs ‘made by human’: Why marketers must address the ethics of AI
Ian BurrellAI: Beyond the Hype. From potential biases in algorithms to data privacy concerns and compromised IP, marketers should ignore the ethical implications of AI at their peril.
Unilever boosts brand and marketing spend by €700m in first half
Matthew ValentineFocusing on its 30 Power Brands enabled the FMCG giant to free up nearly €700m in extra brand and marketing investment to feed a “strong” innovation pipeline.
Liquid Death’s fame shows how badly marketers neglect product
Mark RitsonIt’s typical that marketers fawn over a brand built through promotion and packaging, when they ought to focus on their role in improving the thing they sell.
‘We had launch fever’: Taylors of Harrogate’s Dom Dwight on innovation gone wrong
Niamh CarrollTaylors of Harrogate strategy and innovation director Dom Dwight shares how an NPD mistake led the company to evolve its entire approach to innovation.
Nike ramps up innovation to combat sales slip in ‘transition year’
Grace GollaschAiming to accelerate the pace of “newness and innovation”, Nike says it is repositioning to become more competitive.
PepsiCo’s CMO and design chief on working together to create an ‘ecosystem of engagement’
Lucy TesserasThe drinks giant has launched Pepsi Smart Can, a digital device developed by its marketing and design chiefs in tandem to create a new media platform that “grabs your attention”.
Is ‘continuous’ brand renovation as powerful as breakthrough innovation?
Ian BurrellPitched as an alternative to radical innovation, is brand renovation an efficient way of getting existing customers to fall for your products all over again?
Why innovation is the cornerstone of Britvic’s excellence agenda
Charlotte RogersThe marketing team has developed a brand growth framework designed to identify “where to play and how to win”.
Coca-Cola: The future is ‘AI meets human ingenuity’
Charlotte RogersA mixture of artificial intelligence and human ingenuity represents a path to future growth, says Coke’s European CMO Javier Meza.
Premier Foods: Brand extensions proving ‘particularly successful’ at driving growth
Grace GollaschExpanding into new categories has been a source of growth for Premier Foods, while “sharper” promotional price points are supporting its return to volume growth.
Coca-Cola CEO: Renovation of existing products can be as impactful as innovation
Niamh CarrollCoca-Cola has innovated by creating long-lasting new products, renovating existing products, launching “novel” products, and designing new pack formats, all of which are “driving the business”, says CEO James Quincey.
Dr Martens brand boss: Marketing can ‘get in the way’ of product
Niamh CarrollChief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
How ITV turbocharged marketing’s influence with streaming reboot
Marketing Week ReportersAccording to employees, the marketing department is being taken more seriously than prior to the launch of revamped streaming service ITVX.
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