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Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

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.

News

CHICAGO: Nickelodeon, the media company, is tapping into the power of nostalgia in a bid to strengthen its relationship with millennial consumers who retain an abiding passion for the television shows of their youth.

Article

PepsiCo, the food and beverage manufacturer, has developed a new tool that helps it understand the latest trends taking shape in its categories.

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

Nickelodeon, the kids-focused media brand, has successfully connected with millennials through appealing to their sense of nostalgia.

Article

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.

Case Study

Shock Top, a beer brand, reversed declining sales and increased visibility in the US market by giving an irreverent voice to its mascot during Super Bowl season.

Article

BlackRock, the asset-management company, believes that new marketing technologies can enable brands to achieve “precision empathy”.

Gunn Report

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

News

MUMBAI: VICE, the youth media brand, has officially launched its operation in India, in partnership with The Times of India Group, as it targets what will be the youngest country in the world in a couple of years’ time.

Article

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

Gunn Report

Contains the creative for the 'Mountain Dew League' campaign for Mountain Dew by the agency OMD in the US.

Gunn Report

The Gunn Media 100 is an annual ranking of the world’s most awarded advertising and marketing campaigns in media competitions around the world, and the companies that created them.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Case Study

Red Barrels, the Canadian video game developer, produced a comic diaper product to advertise its new horror game, Outlast 2, which was launching globally.

Opinion

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

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

Examines how Mountain Dew, the soft-drink brand owned by PepsiCo, approaches content marketing.

Article

Marketers are still grappling with many of the changes taking place in society and the communications ecosystem, and must rethink various aspects of their existing strategies.

Article

This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London.

Case Study

Etika Sdn. Bhd., an FCMG manufacturer in Malaysia, promoted the Mountain Dew soft drink through a mixed reality game, the Mountain Dew Drone Hunt.

Case Study

F&N, Malaysia's largest manufacturer and distributor of soft drinks, reconnected with the youth through a crowdsourced music video.

Case Study

Mountain Dew, the carbonated soft drinks brand, sustained growth in Malaysia with a campaign that encouraged co-creation with its audience.