Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

257 results found
Sort by

News

Data and machine learning are increasingly being used by food and beverage brands to develop new products and to identify the flavours that will work best in new markets.

Article

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Article

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

News

The giant American candy market is being forced to redefine the concept of impulse buying in the face of the twin threats from the growth of online shopping and health concerns.

Case Study

Maltesers, a confectionary product, turned the tide on their declining sales in a saturated category by using humour to drive awareness and sales.

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

Stanley Black & Decker, a company active in sectors from tools and household hardware to security and healthcare, has tapped the power of purpose to boost its marketing activities.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.

Case Study

M&Ms, a confectionery brand, promoted its launch in India by utilising its connection with Hollywood and using its mascots to deliver personalised M&M boxes.

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

Snickers, a confectionery brand, created the HUNGERITHM campaign in Australia, which reduced the price of Snickers bars in 7-Eleven stores whenever people were "hangry".

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Extra Gum, a chewing gum brand under the parent organisation Mars Inc., increased sales in the US by launching two emotional films that revealed the connections people had made together over Extra Gum.

Case Study

Mastercard, a financial services corporation, launched The Sound of Priceless campaign to celebrate the Chicago Cubs', its sponsor, victory in the baseball World Series in the US.

Case Study

Skittles, a sweets brand, launched a two-tiered influencer and content campaign for the Super Bowl, in order to increase its share of voice in the US.

News

DANA POINT, CA: Extra, the gum brand made by the Wrigley unit of Mars Inc., successfully tapped the power of behavioral economics to reinvigorate its positioning and build deeper consumer connections.

Article

Wrigley Extra, a gum brand owned by Mars, reversed a long-standing sales decline through compelling stories and enhanced creativity.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Mars Petcare has moved beyond traditional means of promoting and selling products for cats and dogs in order to thrive in a changing consumer ecosystem.

Case Study

Starburst, a candy brand, used the social conversation around pink Starbursts to create the All Pink Starburst pack, which aided brand buzz and sales in the US.

Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

Case Study

Gum brand Doublemint achieved relevance among young Indian consumers by engaging them in the creation of a crowd-sourced picture-book.