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News

SINGAPORE: When market testing showed an uphill battle for Coca-Cola’s new sugar-free product in Singapore and Malaysia, the global beverages giant turned to experiential activations to engage local consumers.

Article

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.

Case Study

Kofola, a Czechoslovakian cola brand, launched its new melon flavoured cola in the Czech Republic and Solvakia by using comedic online videos to reach millennials.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Article

This article, which is based on research conducted by Ipsos, details the growing dangers of brand boycotts in an increasingly politicized climate across the US.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Research Paper

Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers’ emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results.

Case Study

This case study describes how Coca-Cola, a carbonated beverage company and brand, sold to Canadian teenagers by tapping into behaviour they were already doing.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Article

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

News

LONDON: A masterbranding strategy may be seen as especially appropriate in the current economic and media environment, but an industry figure advises caution and suggests marketers consider the three As of ambition, audience and adaptability.

Article

This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Case Study

This case study shows how Pepsi Max, a carbonated drinks brand, used a content led digital strategy focusing on an existing product to build sales in the UK.

Article

This global briefing focuses on industry trends in the carbonated soft drinks category, where volume sales of traditional sweetened products are in decline as health-minded consumers look to alternative options.