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Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

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

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Case Study

Bassetts, a vitamin brand, redesigned its packaging to aid store navigation and increase sales in the UK.

Case Study

Canadian Tire, the hardware and automotive retail company, used a new product designation to see off competition from newer market retailers in Canada.

News

LONDON: Cadbury, the UK chocolate brand owned by US giant Mondelez, is ditching its six-year-old “Free the Joy” marketing campaign to concentrate instead on messages that emphasise everyday moments of kindness and generosity.

Article

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.

Article

Proves to marketers that radio can work for their brands by highlighting how the medium is successful through case studies from Coca-Cola, the soft drinks brand, and T-Mobile, a telecoms company.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

Case Study

Samsung, a multinational conglomerate, launched its new smartwatch, the Gear S3, in the UK over the Christmas period by showcasing its biometric data tracking technology through choir singers.

Case Study

Clarins, the French luxury skincare brand, made use of a pop-up beauty bar to engage millennial women in the UK.

Case Study

Dairygold, a supplier of premium cheeses and dairy nutritionals, launched its 'Make a Minute' campaign to encourage busy Irish consumers to take a minute to enjoy the simple things in life, like sitting down and having breakfast.

Case Study

Ferrero Rocher, a chocolate brand, created a pop-up dining experience to reignite consumers' love of Ferrero Rocher in the UK.

Case Study

Magnum, the ice cream brand, increased sales through the successful launch of its new Magnum Double product during summer in Ireland.

Case Study

Safety razor brand Gillette drove sales in under-performing states in India through an educational approach.

Case Study

M&Ms, the confectionery brand, increased sales in Taiwan with a social media campaign.

Case Study

Johnson's Baby, the baby care brand, turned around negative perceptions of its products in India with an influencer and social media campaign.

Case Study

HT Media used a multichannel strategy to launch a new FM station, Radio Nasha, in Delhi.

Case Study

Nescafé, the instant coffee brand, connected with young Indian adults by encouraging their aspirations and helping them through competitions and mentoring.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

LEGO, the toy company, increased sales in emerging Asia by showing the importance of creativity through events and a social media campaign.

Case Study

Krem-Top, a coffee creamer brand in the Philippines, increased sales by tapping into a new segment with a TV ad and social media posts.

Case Study

Juzt Jelly, a confectionery brand, increased sales in India by expanding its target market to include adults as well as children.

Case Study

Fast-food brand KFC used TV, PR and social media to launch its new value meal and break McDonald's stranglehold on the market in India.