Marketing insight and analysis – Page 15
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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
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Category Report
How cider is getting posher: cider category report 2023
Premium cider is growing its share in retail. Who is reaping the benefits, and how are brewers responding to changing tastes?
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Reports
Can Carlsberg succeed with low & no beer on the third try?
The maker of “probably the best lager in the world” has found low & no to be tricky market since entering it eight years ago
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Category Report
Should 0.5% drinks be called alcohol-free? Low & no category report 2023
Brands are debating whether 0.5% beverages should be classified as non-alcoholic. Could broader label definitions boost low & no?
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Comment and Opinion
Rated: the food and drink April Fools’ day pranks for 2023
The best and worst of grocery’s April fool’s pranks. From peri peri gum to, err, fruity flavoured water
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Comment and Opinion
Galaxy plays up its charitable credentials
The Mars brand, formerly focused on indulgence and the value of “me time”, is these days playing up its charitable credentials
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Comment and Opinion
Don’t leave consumer insight to the marketing team
There’s no point in spending money on insight if your organisation doesn’t take full advantage of it, says Jeremy Garlick, partner at Insight Traction
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Comment and Opinion
Why we need emotional brand strategies for an emotional crisis
Several key strategies will help brands offer positive emotions in the cost of living squeeze, says Leigh Caldwell, founder at Irrational Agency
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Comment and Opinion
Stagnation, innovation and Britain’s Biggest Brands
Inflationary pressures have led to many businesses maintaining, rather than growing, their portfolios
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Analysis and Features
What you need to know about generation alpha
Just as you’d got your head around gen Z, a new cohort of tech-savvy youngsters is coming through. But they’re not as screen-bound as you’d think
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Analysis and Features
How to justify marketing spend during an inflation spike
Though UK ad spend started strong in 2022, growth began to slow in the second quarter