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Case Study

This case study describes how Frylight reinvigorated their brand design in order to focus on its core benefits and achieve a better shelf presence.

Article

This article argues that, when trying to understand consumer purchasing decisions, mixed-methodologies are most successful.

Article

This report provides insight and analysis from a macro-economic perspective of M&A activity across the key consumer products sub sectors, using M&A data provided by 36 leading European companies.

Case Study

FRijj, a milk-based drink brand owned by Dairy Crest, targeted a young audience in the UK with this campaign, which aimed to promote the brand's new Incredibles flavour range.

Case Study

Dairy Crest, the UK dairy foods company, offers a door-to-door milk delivery service as well a website selling 250 other essentials.

Case Study

For Philadelphia Cream Cheese to grow, it needed to shift consumer behavior towards cooking with the brand.

Case Study

The sweet cheese dairy dessert for infants (fromage frais) is a very popular category in Israel. Until the year 2009, the category was completely dominated by one brand (called Gamadim) that held 91% of the market.

Case Study

Competitor value offers in the U.S. recession saw the quality perception of McDonald's Dollar Menu offer eroded.

Case Study

This paper demonstrates how disaster movies increased sales of FRijj milkshake. In recent years, FRijj's non-promoted base sales have been in decline.

News

CANNES: The Grand Prix for the prestigious film category at this year's Cannes Lions advertising festival was shared between Cadbury's Gorilla campaign – which mainly ran in the UK – and an online effort for the Halo 3 video game for the Microsoft ...

Case Study

Despite an ever growing market Petits Filous, the brand owned by Yoplait Dairy Crest, was suffering in sales compared with competitors such as Munch Bunch.

Case Study

Cathedral City, producer of Cathedral City Cheddar, was facing a problem with regards balancing promotion of its product against advertising.

Research Paper

The BRICs markets - Brazil, Russia, India and China - are coming under increasing focus. As well as being seen as potential future cornerstones of the world economy, they are significant markets today in their own right.

Case Study

McLelland’s powerful performance as one of the fastest-growing grocery brands in the UK has been very impressive.

Article

This paper argues that rather than aiming for market share, brands must try and link themselves with popular culture and social change.

Case Study

2001 campaign to revive Philadelphia Cream Cheese (which in earlier campaign had achieved leadership) under attack from competitor Lactantia Cream Cheese.

Article

Argues that the Internet will force advertisers to improve productivity and accountability, because for the first time advertising, sales and delivery will be fully integrated.

Case Study

Yoplait's objective was to become the market leader in the flavoured yoghurt market. To this end in 1997 they launched Zap, a yoghurt sachet designed to make the spoon redundant in yoghurt eating.

Article

Building and maintaining brands once seemed the best way of doing things. Now, the steady evolution of the marketing environment makes it the only way.

Case Study

Traces the development of Clover from its regional launch in the Midlands in 1983, through national launch spring 1985, to end 1987.

Research Paper

A feature of the history of advertising has been the readiness of advertisers to seize on and utilise any new medium which could serve to present a persuasive message.

Research Paper

This paper describes the use, types, styles and media of C17-18 ads for medicines and healing products - many of which were first sold by general grocers and booksellers.

Case Study

Test market launch of a new margarine-like brand with easy spreading and butter taste. Advertising theme capitalised on product's unique combination of benefits.