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Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

News

PARIS: Luxury behemoth LVMH, owner of high-end fashion, and high-end beverages, is investing in younger companies working in the luxury sector, including counterfeit detection software and new materials firms.

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

Article

Twitter, the social-media platform, used conjoint analysis in order to establish the characteristics of the tweets that are most likely to be shared.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.

Article

Assesses the capabilities and limitations of Viewing, as well as its potential to enrich or complement Listening-based research.

Gunn Report

Contains the creative for the 'Like My Addiction' campaign for Addict'Aide by the agency BETC in France.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Article

Looks at a report from the ASA that explores the potential harm arising from gender stereotypes in advertising and assesses the effects that brands are currently having in this area.

News

NEW DELHI: Diageo, the drinks company, has navigated alcohol category turmoil in India by relying on content and focusing on category behaviour rather than brands, according to a senior executive at the company.

News

TOKYO: Coca-Cola has said it is planning to experiment with the company’s first alcoholic drink, in a move described as “unique” in its history, as Coke seeks to engage with Japan’s growing market for alcopops, ...

Article

Diageo India has navigated alcohol category turmoil in India by relying on branded content, innovation, and focusing on category behaviour rather than brands.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

News

SHANGHAI: Food, especially festive specialities such as zongzi or mooncake, is the top driver for Chinese consumer spending during traditional Chinese holidays, a new survey has revealed.

Article

The WARC 100 is an annual ranking of the world’s best marketing campaigns and companies, based on their performance in effectiveness competitions.

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

Case Study

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

Case Study

Larios, a gin brand, reversed its sales decline and reconnected with consumers by redesigning its bottles to showcase its Mediterranean heritage.

Case Study

Creating a bold new aesthetic helped Royal Challenge, the Indian whisky brand, grow and increase its market share.

Case Study

Bulwark Cider, the Canadian cider brand, expanded globally and increased sales penetration by showcasing its craft and artisan credentials in its design.

Case Study

Budweiser, a beer brand, redesigned its packaging in ode to America in order to reverse sales declines during Summer 2016, alongside the presidential election and Rio Olympics.