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Fundamentals, innovation and collaboration: Nestlé's three pillars of digital success
How the food manufacturer is seeking to become a leading brand in the digital and social media space. Steps taken include embracing brand building fundamentals, focusing on innovation, partnerships and collaboration. The paper also discusses Nestlé's "brand-building house".
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How Mars used marketing science to grow its brands
Using Ehrenberg's marketing laws, Mars has discovered how both creativity and science can work together.
We are what we eat
Results of a global Nielsen analysis focusing on global body image and healthy eating trends.
TV ads and McDonald's sales
How the restaurant giant used fast food data to link advertising quality and sales growth.
Food company profiles
Euromonitor data and analysis on the sector's major companies.
Autodrop: How GIFvertising disrupted TV and put Autodrop back on the map
This case study describes how Dutch licorice brand Autodrop increased sales in spite of comparatively low advertising spend.
This case demonstrates how Prince, a heritage biscuit brand from France and Belgium, reinvented itself for young prospective consumers whilst maintaining its appeal to the children's mothers.
Magnum: Celebrating 25 years of pleasure
This case study demonstrates how Magnum, the ice cream brand, reignited interest in its 'Classic' product to grow sales across Europe.
Twix Bites and #TBT: Putting (media) money where the message is
This case study illustrates how Twix, the confectionery brand, recaptured the US market by turning a business problem into the perfect communications solution.
The Danone Activation Studio: Turning consumer insights into company-wide memes
This paper discusses a project from Danone that aimed to share insights with people in a faster way, and ultimately increase the ROI of its insights.
The new rules of marketing, according to Mars
This event report outlines how Mars, manufacturer of confectionery, pet food and other food products, is taking a four-pronged approach to evolving its core brands to keep them relevant and overcome consumer indifference.
The new sushi? Using behavioural economics to identify the next big food trend
This article discusses how marketers can employ behavioural economics thinking in the context of a live experiment that encouraged people to eat crickets.
Frito-Lay champions "marketing technologists"
This event report outlines how Frito-Lay, the snacks division of PepsiCo, is seeking to develop a new breed of "marketing technologists".
Refine packaging design through neuroscience
This article shares findings from neuroscience research into the role of packaging in shaping consumer perception and triggering purchase, using an example from Tesco, the UK supermarket chain.
Impact with a twist… or the winded path from insight to action: A critical discourse between agency and client on how to make impact happen
This paper argues that research agencies and their clients need to take a new approach to their relationships to improve business outcomes, using the example of a client that went in a different an opposite direction to the research.
Young Women's Health: Global attitudes towards health, fitness and wellbeing among the under 30s and market impact - executive briefing
This article highlights topline trends in young women's approach to fitness and health across the world.
Philadelphia feeds Facebook users – and boosts sales
This event report shows how Philadelphia, the cream-cheese line owned by Mondelez International, used Facebook to reach a consumer that is increasingly interested in mobile and video.
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