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...