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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

Facebook, the social network, and Saïd Business School at the University of Oxford partnered in the UK to look into whether social media can build brands.

Article

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

Article

This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Tropicana, Gatorade and Aquafina.

Case Study

Fuzetea+, a brand of tea, used mobile to increase consideration of its brand among youth in Vietnam.

Case Study

Coca-Cola, a carbonated drink brand, increased its brand love and market share with a World Cup-inspired promotion in Vietnam.

Case Study

Coca-Cola, a carbonated soft drink brand, leveraged the FIFA World Cup to increase brand love in Vietnam.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Research Paper

PepsiCo, a food, snack and beverage corporation, launched insights research in India to decode “local” markets, which is useful for MNCs (multinational corporations) battling the threat of local competition.

Case Study

Ribena, a blackcurrant-based uncarbonated soft drink, moved away from its heartland 'in-home squash drinking' to focus on its ready-to-drink (RTD) range by launching a TV and VOD campaign.

Case Study

Noblex, an electronics manufacturer, increased sales of its 4K HD TVs in Argentina by launching a promotion during the 2018 Football World Cup that offered refunds if the national team didn’t qualify.

Article

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.

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 Company Profile from Euromonitor provides key details and analysis of Danone, the owner of brands such as Evian, Volvic and Aqua.

News

LONDON: A new packaging design for the Coca-Cola range aims to bring ‘classic’ Coke and its Zero Sugar variant together under the brand’s iconic red colouring, with only the colour of the top of the label or the bottle top ...

Article

This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid.

Article

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

News

CINCINNATI: Procter & Gamble, the FMCG business, claims to have achieved many of its 2020 environmental sustainability goals, and has announced new, broad-reaching goals for 2030.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Gives a global industry overview of the soft drinks category, including leading companies and brands, the top five trends shaping the industry and market snapshots.

News

TOKYO: Coca-Cola has said it is planning to experiment with the company’s first alcoholic drink, in a move described as “unique” in its history, as Coke seeks to engage with Japan’s growing market for alcopops, ...

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

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

Article

Debunks myths about big brands dying, outlines what strategies make sense for big brands to follow and presents five strategic mistakes made by big brands over the past 10 to 20 years.