Marketing insight and analysis – Page 14
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Reports
Why did BrewDog’s POP Soda fall flat?
BrewDog declared revolution in typical self-aggrandising style on launching POP Soda in 2022
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Category Report
What can challengers learn from Prime? Soft drinks category report 2023
Prime has racked up explosive sales thanks to its celebrity status. Does it hold any lessons for other up-and-coming drinks brands?
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Profiles and QandAs
My food & drink job: Dulcie Howman, marketing assistant, Zertus
Dulcie is kicking off her marketing career by working with Nomo, a free-from chocolate brand
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Comment and Opinion
Marmite’s elaborate faux documentary causes confusion
We meet parents-to-be submitting to hospital tests to see if their babies will be Marmite lovers or haters
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Comment and Opinion
Six key takeaways from the UK Food & Drink Shows 2023
Forget year of the rabbit, this is quite clearly the year of the vape
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Category Report
How have the HFSS rules changed yoghurts? Yoghurts category report 2023
Indulgent yoghurts and pot desserts are suffering from volume slumps. Do they have a future in the post-HFSS environment?
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Comment and Opinion
Tango joins in parody fun to gain illicit-feeling edge
Irn-Bru has set a high bar with its movie parodies. Now another purveyor of orangey drinks is getting in on the act
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Category Report
Can brands reverse the slump in popcorn sales?
Volume sales of branded popcorn have fallen by almost a fifth in the past year
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Profiles and QandAs
My food & drink job: Grace Thompson, assistant brand manager, Squeaky Bean
Grace’s role sees her as ’guardian of the brand’ for plant-based challenger Squeaky Bean
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Comment and Opinion
Marketing: the top considerations for driving ROI
It is critical for marketers to better understand the varying factors that impact ROI, says Matt Lee, MD at Capture
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Analysis and Features
How women’s sport has become a sponsor’s dream
The likes of Emma Raducanu and England’s Lionesses are a big allure for major brands, helping them reach a growing and diverse audience
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Comment and Opinion
George meets Brits to sing the praises of New York’s bagels
George is over here – and he’s not particularly happy about it
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Comment and Opinion
Why sustainability-led brands should still put flavour first
For sustainable brands to win and gain market share, they must communicate and address the consumer’s primary need, not just their mission
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Comment and Opinion
Why we must take a balanced approach to precision breeding
If regulations disable innovation they delay mainstream use of the technology, says Robin May, FSA chief scientific adviser
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Comment and Opinion
Why retailers are ‘leanwashing’ on sugar reduction
Nine of the 10 biggest supermarkets have no policy to measure total sugar sales, says Hattie Burt, senior policy & international projects officer at Action on Sugar
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Analysis and Features
How celebrity booze brands stand out from the crowd
The wave of celebrity booze brands is rising – as are their sales. So how have the likes of Kylie Minogue and Snoop Dogg captured the attention of shoppers?
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Comment and Opinion
Award-winning Vanish ad provides insight into autism
This intriguing ad has won Channel 4’s Diversity in Advertising Award
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Comment and Opinion
How ChatGPT could change the game in food and drink marketing
Generative AI could have implications for marketing, recipe generation, accessibility and more, says Garry Williams, head of MAD business at Unit9
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Category Report
Can BrewDog seriously take on Guinness? Beer category report 2023
Guinness has enjoyed unrivalled dominance in stouts. Could Black Heart open up the category to competition?
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Reports
Can cider end its dependence on summertime?
Cider is synonymous with summer drinking, but producers both big and small are hoping to broaden its appeal