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Case Study

This case study details how Mars Inc., a food and confectionary manufacturer, reversed the decline in sales of its Starburst sweet.

Case Study

This case study explores how JuiceBurst was transformed over three years from being largely unknown to one of the UK's fastest growing beverage brands.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Snickers, Orbit and Uncle Ben's.

Article

This article explains how one agency delivered a successful campaign which took only 14 days to produce, and draws out some lessons from that experience.

Article

This article explains the value of storytelling in advertising and selling, arguing that storytelling is the most natural way people understand the world.

Case Study

This case study describes how PIP Organic, an independent brand of 100% organic juices and smoothies in the UK, successfully launched a new range for children through clearly differentiated packaging design.

Article

This article describes an open-ended research technique that was used to generate insights about 'adult sharing' when traditional methods were no longer useful.

Case Study

This case study shows how Nestle partnered with a popular boy band to cast confectionery brand FRUTIPS in a fresh light in Hong Kong.

Case Study

This case study describes a product range relaunch by Twinings, the tea company, which increased sales by creating a more streamlined range with simpler visual segmentation of products.

Case Study

This case study explains how Britvic, the beverage company and licencee of PepsiCo products, used a community campaign in the UK to take market share from Coca-Cola during the London 2012 Olympic Games.

Case Study

This case study describes how Minute Maid Pulpy, the orange juice brand, responded to aggressive competitor marketing in Malaysia.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

Western governments have invested heavily in campaigns to encourage healthier eating, but worsening obesity levels suggest the message is not getting across.

Article

To take advantage of growth opportunities, companies are advised to step outside of received wisdom and look differently at the marketplace.

Case Study

Piet Hoogesteger and family supplied fresh pressed juice to Dutch hotels, restaurants and private label since 1955 but wanted to grow, by moving from an unbranded "behind the scenes" supplier to a consumer-facing brand.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This report assesses the impact of different media formats used during a campaign by Maggi So Juicy, the recipe mix brand owned by Nestlé, in the UK.

Article

This paper provides an overview of the chewing gum industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

Case Study

This paper is a story of the recovery of the mango drink brand Slice that had subsisted in the Indian market since 1993, but gone unnoticed.