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Article

This event report describes how Ribena, a blackcurrant fruit drink brand, used colouring to reposition itself towards an older demographic in the UK market.

Case Study

This case study details how Orangina, the Suntory-owned French juice drink, reversed a decline in sales in the UK by calling back to the brand's history, harnessing its vibrancy and restoring its premium status.

Case Study

This case study describes how Ribena, an English origin brand of blackcurrant-based uncarbonated and carbonated soft drinks, promoted its new drink variant to restaurant customers in Malaysia by using a branded card as its new advertising platform.

Case Study

This case study describes how Lucozade, which leads the UK sports drinks category, successfully tackled some very negative press, reversing its falling sales and consumer perception.

Case Study

This case study describes how Lucozade, a well-known energy drink brand in the UK, created a test lab during the 2014 World Cup to provide scientific results and lead the conversation about the physical conditions of playing football in Brazil, to raise its brand profile.

Article

This Company Profile from Euromonitor provides key details and analysis of Red Bull GmbH. Included is a strategic evaluation with key facts about the Austrian company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market.

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 GlaxoSmithKline, the owner of brands such as Aquafresh and Sensodyne.

Case Study

This case study explains how Lucozade Sport, the drinks brand, created a content and social media strategy to build its positioning as enhancing performance during the 2014 football World Cup.

Article

This Company Profile from Euromonitor provides key details and analysis of Suntory Ltd. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market.

Article

This report compares the success of TV ads by several companies around Chinese New Year, in China, Singapore, Taiwan and Malaysia.

Research Paper

Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g.

News

LONDON: Coca-Cola's sponsorship of the 2012 Olympic Games did not lead to the sales uplift that was expected in the UK, a study has stated.

Article

This article describes how the co-operative business model is flourishing and what can be learned from the model's success.

Article

Some Asian cultures are struggling to balance traditional and cultural values with the drive for modernity.

Research Paper

Deceptive claims in advertising can cause serious damage to a firm’s reputation. Prior research revealed that consumers who recognized deception in an advertisement in turn generally would develop a negative perception of advertising.

Article

A report from the MRS Brand Research conference. Presentations discussed include Mark Earls on how people are influenced by social connections, Rory Sutherland (Ogilvy & Mather) on behavioural economics and Face on co-creation.

Research Paper

Project Shopper 360 shows how brands can respond to the challenges of the post recession shopper landscape through continual dialogue with consumers.

Case Study

Sales in GlaxoSmithKline’s soft drink brand Ribena were declining because of increased competition from Oasis, as well as Ribena not being seen as a lunchtime drink.

Case Study

In 2008 Fruit Shoot found itself in a downward spiral of promotional addiction, locked in a battle with retailers that no one could win.

News

LONDON: Sales of soft drinks continued to rise in the UK last year, despite the fact many consumers were reining in their expenditure during the downturn.

Case Study

CPM Field Marketing's campaign for GlaxoSmithKline, promoting the Lucozade and Ribena drinks brands, won silver in the field marketing category at the 2006 DMA Awards.

Case Study

Despite being the market leader in the yoghurt industry, Danone hoped to encourage people to purchase its probiotic drinks.

News

LONDON - The international agency network unveiled full year profits up 11.3% to £9.1 million ($15.86m; €13.18m) despite losing its largest account, British Airways, to Bartle Bogle Hegarty last year [WAMN: ...

Research Paper

Consumers increasingly control the dialogue with brands. This means the old intrusion/interruption model upon which communication planning has been historically based is increasingly less effective.