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Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

Case Study

Coors Light, a beer brand, reached millennials in the US by collaborating with Snapchat to produce ads on the first ever snap from the Summit of Mount Everest.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

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

Article

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.

Article

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

News

NEW YORK: A Nike campaign that repositioned its back-to-school approach and created a new opportunity in the marketplace has won the Grand Ogilvy at the 2017 ARF David Ogilvy Awards.

Case Study

This case study describes how Coors Light, the US beer brand, remedied declines in sales and penetration by creating Climb On, a campaign that echoed a desire shared by all people - not just men: to overcome obstacles.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Case Study

This case study shows how Coors Light, a beer brand, quickly climbed the top 20 beer rankings in the UK by using a celebrity fronted campaign.

Case Study

This case study demonstrates how SuperValu, an Irish supermarket chain, showed its commitment to Ireland, helped local food producers and achieved a sales uplift through its Food Academy programme and a multi-faceted media campaign.

Case Study

This case shows how Eircom, an Irish telecoms giant, re-launched under a new brand name Eir, which energised the organisation, engaged the Irish people and helped to transform its prospects.

Case Study

This case study describes how BIM, a non-commercial state government agency responsible for the development of the Irish Seafood Sector, persuaded Irish fishermen to think again and start taking the necessary steps to change the habit of a lifetime and use a Personal Flotation Device (PFD).

Case Study

This case study describes how Shock Top, a beer created by Anheuser-Busch, became the fastest growing high-end beer in the Canadian market.

Case Study

This case study details a campaign to regain the mountains as the symbol of Kokanee, a Western Canadian beer, when under threat from national brands.

Case Study

This case study describes how Bud Light re-established itself in the Canadian beer category through a campaign that inspired and rewarded millennials.

News

NEW YORK: Millennials are the reason that beer advertising is moving away from low-brow imagery and the objectification of women to a more sophisticated approach that can appeal to the demographic that accounts for a quarter of the volume of the ...

Article

This article describes how an increasing number of brands in America have turned to hand-painted mural adverts because they encapsulate the human element a billboard cannot provide.

News

NEW YORK: Brands are hoping to turn around a long-term decline in light beer sales in the US – and address the challenge of craft beers – with more sophisticated advertising appeal.

News

NEW YORK: MillerCoors, the brewer, has found that branded emojis can help its beers become "part of the conversation" between consumers on messaging apps – and often become the topic of conversation in their own right.

Article

This event report outlines how MillerCoors, the brewing group, successfully used branded emojis as a marketing medium for its Miller Lite and Coors Light beers.