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Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

News

NEW DELHI: Coca-Cola India is determined on returning to double-digit growth through expanding its portfolio of drinks, greater segmentation and significantly increasing its fruit-buying capabilities, the head of the company has said.

News

TORONTO: Coca-Cola, the soft drinks giant, is aiming to engage consumers at truly "decisive" moments in the purchase journey, such as when consumers are building online shopping lists.

Article

This article offers principles that can help advertisers communicate difficult topics - where deeply entrenched beliefs are hard to overcome and shock tactics and a preachy tone prove counterproductive - and shift the narrative direction towards real change.

Research Paper

This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

Case Study

This case study shows how Paper Boat, a beverage brand, stood out in the cluttered Indian beverages market with an emotionally-charged campaign.

News

NEW YORK/CANNES: Mondelez International, the snacks manufacturer, is pursuing a media monetisation strategy which aims to create marketing content that consumers will actually "pay to watch".

Article

This event report addresses how Mondelez International, the snacks manufacturer, is seeking to drive "fearless" marketing innovation.

Research Paper

This article looks at the way in which Twitter contributes to the new way of TV watching, exploring how social and TV feed off each other to create new opportunities.

Article

This short report summarises the results for the food category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

MIAMI, FL: The controversy between the concepts of "total marketing" and "multicultural" marketing continues to engage American marketers, but Coca-Cola is finding its own niche between the two approaches.

Article

This event report details Coca-Cola's passion point strategy to make its brand resonate through 3,500 products in 200 different countries through spots of cultural connection that can engage a specific group with advertising capable of appealing to a far greater audience.

Article

This event report addresses how Coca-Cola, the soft drinks giant, is seeking to determine the effectiveness of its mobile marketing, and thus set the groundwork for boosting brand expenditure through this channel.

Article

This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid.

Research Paper

This paper argues that deprivation studies - where a product is taken away from a participant - is the best way to understand true feelings and behaviours.

Article

This event report outlines how Mondelez International, the snacks giant, is tackling the need for consumer packaged goods (CPG) brands to move into the ecommerce space.

Article

This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Tropicana, Gatorade and Aquafina.

Article

This event report shows how Honey Maid, the brand of graham crackers made by Mondelez International, adopted a "fearless" approach to repositioning a traditionally low-interest product.

Article

This article sets out some of the mistakes made by multinational food companies launching products in emerging markets, and explains how to avoid them in the future.

Article

This article sets out five principles for international companies wanting to create a successful food brand in India.

Article

This Speed Read summarises 'Playing to Win: How Strategy Really Works' by AG Lafley and Roger L Martin, which discusses how companies can embed strategic thinking and processes throughout their organisation.

Research Paper

This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising.

Article

This article discusses the growing negative sentiment around soft drinks that contain high levels of sugar, as more studies around their effects are published.

Case Study

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

Article

This paper provides some general advice for brand owners planning a global launch, and features insights from experts and senior leaders at ANA member companies on creating, developing, and maintaining lasting brand value globally.