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Case Study

This case study shows how Chiclets, a chewing gum brand, successfully rebranded its product by redesigning its package and introducing it to a younger Egyptian audience using Facebook's live streaming feature.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Case Study

This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.

Article

This article explains the 'dark side of data' including algorithm bubbles and hyper-targeting, alongside some case studies on how data can be used for 'good' to boost ad effectiveness.

Article

This article outlines how Mondelez is crafting its marketing strategy for Tier 3 and Tier 4 cities in China to grow established brands such as Oreo, and new chewing gum brand Stride.

Article

In this article, the author warns brands against overestimating the customer's desire for enhanced customer experience management.

Article

This article explores Mondel─ôz's embrace of change - in society, technology, demographics, and work - to inform its highly effective marketing, through an interview with CMO Dana Anderson.

Case Study

This case study describes how 5 Gum, a youth chewing gum brand in the USA, turned its packaging into a game of Truth or Dare to re-engage its core consumer.

Case Study

This case study describes how Extra gum, a sugar-free chewing gum brand in the USA, developed an emotional connection with its audience to recover its dropping sales.

Case Study

This case study shows how Alpenliebe Juzt Jelly, a candy brand, turned its declining Indian sales numbers around by refocusing its target audience from children to adults.

Opinion

This year's North American Effie Awards bestowed its top prize to Moms Demand Action, the US pressure group for gun control, for its 'Groceries not guns' campaign.

Case Study

This case study explores Vodafone's campaign in Egypt to grow usage base in the prepaid recharge card segment by having micro recharge cards used as small change.

Case Study

This case study explores Dentyne's gum campaign, which focused on 25-45 year-olds in New York, with a slightly female skew, and aimed to reconnect with pop culture and emphasise Dentyne's benefit of providing fresh breath for consumers.

Case Study

This case study explains a campaign by Wrigley's Extra gum that reversed steady declines by creating a brand that would be remembered at the moment of purchase.

Case Study

This case study details how the Wm Wrigley Jr Company, an American food company, used emotional storytelling to give brand meaning to its Extra chewing gum in the US market.

Case Study

This case study describes how the chewing gum brand 5 Gum used a multifaceted campaign to engage American teenagers.

News

NEW YORK: Mondelez International, the snack foods giant, is looking to partner with a range of content producers, including Fox and Buzzfeed, as it seeks to make "content that's good enough to make money".

News

LONDON: Marketing campaigns that benefit communities as well as a brand are often a useful way of stepping beyond traditional advertising, and Wrigley's Extra is the latest brand to adopt this approach for a summer campaign in the UK.

Article

This report describes how APAC food brands have successfully relaunched.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Snickers, Orbit and Uncle Ben's.

Case Study

This case study describes how Atom Gum, a chewing gum brand, successfully increased its share of the Bangladeshi market.

Research Paper

This paper argues that deprivation studies - where a product is taken away from a participant - is the best way to understand true feelings and behaviours.

News

CHICAGO: Mondelez, the snack foods giant, continues to shift its spending towards digital, which it now expects to account for 30% of total media spending by 2018 a leading executive has said.

Article

This event report outlines how Mondelez International, the snacks giant, is tackling the need for consumer packaged goods (CPG) brands to move into the ecommerce space.

Article

This Company Profile from Euromonitor provides key details and analysis of Cargill Texturizing Solutions.