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Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

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.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Case Study

This case study looks at how Pepsi, the beverage brand, helped differentiate itself from other brands in the category with its #SayItWithPepsi campaign, launched in the US.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

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.

Article

This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.

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.

Article

This event report details how Coca-Cola, the soft drinks giant, is using pre-testing to drive advertising effectiveness.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Research Paper

This paper demonstrates the value integrating social listening data with survey data, along with other traditional research methods, using a Health and Wellness case study discussed online in Arabic.

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 looks at the challenges faced by grocery brands as the UK supermarket giants move to emulate the discounters by reducing how many products they stock.

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

Article

This event report outlines how Kraft Mac & Cheese rolled out a new, healthier recipe and avoided alienating loyal consumers in the process.

Article

This article takes a look at the development of social media - from innovative and experimental to mainstream and established - and asks whether it has delivered on its promise.

Case Study

This case study shows how Samsung, a technology brand, created a reactive content campaign to deliver high quality information around its Olympics sponsorship.

Case Study

This case study describes how mobile phone company Samsung Mobile aimed to be the most engaging brand throughout the Olympic Games by creating real-time content, focusing on barrier-defying moments.

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.

Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.