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Article

Global strategies, campaign updates and trends in newspapers.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Procter and Gamble is fusing consumer insights and new technology to create goods and services that combine what’s needed with what’s possible.

Article

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.

Article

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.

News

Procter & Gamble, the FMCG giant, has taken a significant step to expand its multicultural personal care business by acquiring Walker & Co., a start-up that specialises in razors, lotions and shampoos targeted at African-Americans.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

Gillette, the male grooming brand owned by Procter & Gamble, is adapting its marketing to reflect new social realities.

Case Study

Shaving brand Gillette targeted new dads via a multimedia campaign to try to become relevant again among Israel's beard-loving millennials.

Case Study

Gillette deodorant used a multimedia approach, biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel.

News

Procter & Gamble, the FMCG giant, is pushing multicultural marketing right through from insights to measurement in order to make sure it is truly engaging with a diverse set of consumers.

Article

Procter & Gamble, the consumer goods giant, is elevating multicultural marketing as it seeks to do good and drive growth at the same time.

Article

Legacy brands face a major challenge in adapting to the rise of direct-to-consumer (DTC) companies across a wide range of industries.

Case Study

Safety razor brand Gillette Guard Razor drove sales in under-performing states in India through an educational approach.

Article

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

Article

Harry’s Grooming is one of a new breed of DTC brands that have disrupted the men’s grooming category in the US, but its expansion into the UK required a different marketing approach.

Case Study

Harry’s, the subscription shaving brand, reached a broad audience of men in the US and the UK to connect their brand with progressive ideas of masculinity.

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.

Article

Brand architecture is the structuring of a company’s portfolio of brands – good brand architecture helps consumers and companies by aiding choice and maximising efficiency.

Article

Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.

Article

Marketers looking to explore the world of eSports can draw on their experience in traditional sports as they seek to make sense of this burgeoning industry.

Article

Advanced TV offers marketers an easy first step toward accountability and growth in the US.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

News

NEW YORK: The growth of eSports could present significant opportunities for marketers seeking to connect with fans of competitive gaming in countries including the US and China.

Article

Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.