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News

Taco Bell, the quick-service restaurant chain, is seeking to find the right balance of mass-market potential and cult appeal in building its brand, crafting new products, and driving sales.

Article

Taco Bell, the quick-service restaurant chain, is seeking to find the right mix of behaving like a cult and mass-market brand.

Research Paper

Twitter, a social network brand, partnered with IPG Mediabrands, a media brand, to launch a research project that shows how Twitter has an effect on the way we communicate.

Case Study

Dortios, a tortilla chip brand, increased purchase intent and positive brand sentiment in Brazil by launching rainbow Doritos during pride month and raising money for an organisation supporting at-risk LGBT people.

Article

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

Article

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

Case Study

Tortilla chips brand Doritos increased sales in China by engaging millennial gamers in a fight against the League of Legends world champion.

Research Paper

This article is concerned with qualitative descriptions of the morphological structure of Twitter interaction network topologies.

Article

Frito-Lay, a unit of PepsiCo, successfully applied a digital wrap-around strategy to the launch of its new Doritos Blaze snack chips during the 2018 Super Bowl.

Article

Millennials aren’t hitting traditional life milestones at the usual ages, and this means marketers need to rethink the concept of life-stage marketing, according to Buzzfeed and Publicis research.

Gunn Report

Looks into which campaigns from Latin America, along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Case Study

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

Article

Global strategies, campaign updates and trends in the savoury snacks category.

Article

Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.

Case Study

Paqui, a tortilla chip brand, created the One-Chip Challenge, which got consumers to eat the world's spiciest tortilla chip, in order to increase brand awareness in the US.

Opinion

The Super Bowl is deserving of our attention, and brands that shell out to feature had to bring their best game.

Article

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

Opinion

Super Bowl LII is upon us, and the US ad industry has been stressing over creating the ad to end all ads: powerful, emotional storytelling sure to stun any Cannes jury.

Article

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

Article

PepsiCo, the consumer packaged goods manufacturer, is tapping consumers’ enthusiasm for digital in Brazil to deliver more compelling messages.

Case Study

PepsiCo, a food and beverage company, leveraged its partnership with the UEFA Champions League in Ireland by launching a video campaign that surprised superfans by taking them to the UCL game.

Case Study

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.

Article

Walmart, the world’s biggest retailer, is adapting its business to make sure it can compete at the highest level in the online and offline worlds alike.

Case Study

Savoury snack brand Doritos used mobile technologies to reconnect with millennial consumers in Brazil.

Case Study

Doritos, a snack brand, promoted its new Doritos Mix product in Turkey by combining the music of 3 different artists in an interactive video, to show that, like Doritos, music is better mixed.