Oxygen must be more than publicity

An overview of how beers are approaching marketing and communications in an increasingly competitive environment.

Oxygen must be more than publicity

Brian Dargan and Jeremy Brook

'We need to reinvent the way we market to consumers. We need a new model.'A.G. Lafley, CEO Procter & Gamble.

As you walk through an average-sized supermarket, the challenges facing fmcg brands are clear. Forced to be more competitive for their share of sales, they now work harder for incrementally smaller increases. Brands must engage their consumers' hearts, minds and wallets while also combating their competitors – which today include the retailers themselves.

The result is that there are more brands on the shelf, more options...

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