Marketing insight and analysis – Page 7
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Comment and Opinion
Can M&S learn to speak to a gen Z audience?
The second season of inside M&S sees the retailer attempting to broaden its appeal
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Comment and Opinion
Jameson chills out with serendipity king José
Jameson’s new ad focuses on relaxation, rather than chuckles
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Analysis and Features
Who won the Christmas ads in 2023? Our judges give their verdict on all the ads that matter
This year’s batch of festive ads has been rolling out the celebs aplenty. But which is the best?
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Profiles and QandAs
My food & drink job: Olivia Slater, in-house designer, Field & Flower
Olivia says to get into food or design ‘start a food and recipe blog, design assets for brand you admire, create your own content on social, attend networking events and meet people’
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Comment and Opinion
Why Nestlé’s Caramac failed to cash in on the blonde chocolate boom
When Cadbury Caramilk hit the UK in June 2021, Mondelez hoped it would ‘bring incrementality to the market’
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Comment and Opinion
Hannah Waddingham leads Baileys’ Christmas campaign
Baileys probably thought hiring Hannah Waddingham to star in its Christmas ad couldn’t go wrong
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Comment and Opinion
Making the most of low & no drinks’ increased relevance this Christmas party season
It’s estimated that around 40% of UK adults are currently trying to moderate their alcohol, and a fifth of young adults don’t drink alcohol at all
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Comment and Opinion
Ailana Kamelmacher, Intune co-founder, doyenne of foodie PR and storyteller supreme
Ailana Kamelmacher has left an indelible mark on food and drink brands and also touched countless lives with her championing and mentoring of young people
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Comment and Opinion
Four ways to win on food quality, not price
After the dominance of discounters, we are coming to a time when more minds are turning to quality, says Jeremy Garlick, partner at Insight Traction
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Comment and Opinion
Physical stores are vital to brand repositioning
The opportunity for physical retail lies in making emotional connections, says Ewald Damen, creative director and managing partner at Virgile & Partners
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Comment and Opinion
Understanding shopper mindsets this Christmas
Shoppers are going into Christmas 2023 with two distinct mindsets, says Michelle Whelan, co-CEO at VMLY&R and CEO at VMLY&R Commerce
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Promotional Feature
How fmcg brands can recapture shoppers’ attention
Feverish competition for attention has made it harder than ever to cut through. Snapchat explains how to use experiences to create compelling marketing with better sales opportunities.
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Category Report
How to avoid the ASA’s ire
As George the bear knows, navigating advertising rules is fraught with danger for booze suppliers. So, how can they get it right?
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Comment and Opinion
Peroni braves the snow for first winter campaign
The ad takes place in Turin, purportedly during a period of record snowfall
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Analysis and Features
Hein Schumacher still has a big role for ‘purpose’ in his Unilever action plan
CEO Hein Schumacher says he wants to do sustainability ‘differently’, but there is more to the plan than a retreat from ‘woke nonsense’
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Analysis and Features
Watch: All the retailers’ Christmas adverts 2023
Asda was the first to launch a teaser for its Christmas advert this year staring a festive Michael Bublé
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Comment and Opinion
It’s party time for Toblerone’s aspirational truffles
Toblerone stands apart from other chocolate brands, and there isn’t really any need to market the main SKU
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Comment and Opinion
How to make green claims with confidence
Brands must be honest and transparent about their sustainability journey, says Dan Crossley, executive director at the Food Ethics Council
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Comment and Opinion
What search trends say about low & no opportunities
Search terms like “best zero-alcohol beer” have spiked 350%, says Kathy Lee, consumer retail industry manager at Google
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Comment and Opinion
Big Vape: the Rise and Fall of Juul is a cautionary tale for UK
None of the lessons from the US appear to have been learned either by the government or the industry