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Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Opinion

If you work in advertising, chances are that someone outside the industry has asked you about subliminal advertising.

Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Article

Buzzfeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Research Paper

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Case Study

Beer brand Tiger used TV print and OOH to build awareness of its Street Football Festival and boost sales in Cambodia.

Case Study

Soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Case Study

Hindustan Times, the Indian newspaper, continued its mission to educate under-privileged children by focussing on building well-rounded personalities.

Case Study

Sponsor, a sports drink brand in Thailand, increased its sales by building a connection with sports lovers by helping them support the Thai national football team.

News

LONDON: The number of breweries now operating in the UK has edged past 2,000, thanks to 300 new openings in the last year, suggesting a reversal of the consolidation that has characterised the UK beer market for decades.

News

LONDON: Malibu, the coconut-flavoured rum, is creating a buzz among consumers and within its parent group Pernod Ricard with its innovative approach to the internet of things (IoT) and plans on ramping up this approach next year.

Case Study

Publicis LifeBrands, a healthcare advertising agency, helped a multinational pharmaceutical company (unnamed) transform one of its drug products into a true brand.

Opinion

Students don’t tend to like brands, but brands need to talk to them, but they are a complex group, described by just one term over a period of intense transition.

Case Study

Jolly Rancher, a US candy brand, overturned a 4 year sales decline by rebranding its product and heavily relying on social listening and targeted content.

Case Study

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.

Article

The internet-connected fridge grabbed the early headlines around the Internet of Things (IoT), but it’s no longer about appliance makers and FMCG brands taking their first steps into this space.

News

NEW YORK: Tobacco giants Altria and BAT are to spend millions of dollars over the next year on self-critical advertising on broadcast television networks and in leading newspapers as part of a legal settlement of a case brought almost 20 years ago.

News

BEIJING: Premium baijiu brands are tapping new markets in China, aiming to reach younger, middle class consumers with new products while also anticipating that a younger generation attracted to foreign spirits will eventually come back to the local ...

Article

This report looks at competitive strategies across various alcoholic drinks and discusses how brewers need different ways to grow while wine companies need to grow organically.