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Article

Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.

Article

IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.

Gunn Report

Contains the creative for the 'Cornetto Love Notes' campaign for Cornetto by the agency PHD in Shanghai.

News

BERLIN/HANOI: Commercial scents are created in a laboratory but they need to take account of the local context in which they are experienced, as fragrance manufacturer IFF discovered during a global research project.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Case Study

Lean Cuisine, a brand of frozen meals sold in the United States and Canada, stopped its sales decline by redesigning its packaging to fit the modern health and wellness segment.

Case Study

Pip & Nut, a nut butter brand, designed unconventional packaging for the health foods category in order to stand out from the crowd and show that nut butters can be a healthy snack.

Article

Nestlé, the food and beverage company, is taking a nuanced approach to measuring the impact of its output on social media.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Article

Nestlé, the food company, is exploring voice-activated technology as a means to engage with consumers in new and powerful ways.

Article

International Flavors & Fragrances Inc, a manufacturer of - among other things - laundry products, needed to reconceptualise its idea of freshness for the Vietnamese market.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Case Study

Cornetto promoted its new ice cream to young consumers in Russia by positioning itself as a relationship ice-breaker through multiple media channels.

Case Study

Russian ice-cream brand Zolotoy Standart run a family-oriented campaign through an engaging TV show and mobile game.

Case Study

Cornetto, the ice-cream brand, increased brand equity in India by telling stories in short videos in a Valentine's Day campaign.

Case Study

Cornetto, the ice-cream brand, increased sales in India by connecting with young people in a series of campaigns focussing on friendship and love across social media, digital and events.

News

GLOBAL: Unilever, like other FMCG giants, has found in recent years that globalisation has come with the countertrend of consumers increasingly opting for local, insurgent brands, yet the Anglo-Dutch company is fighting back.

News

ZURICH/BEIJING: China’s national football team won’t be taking part in the FIFA World Cup in Russia next year, but that hasn’t deterred a series of leading Chinese brands from signing up as sponsors.

News

BEIJING: China remains by far the largest market for instant noodles in the world, but declining sales have led to speculation over whether this trend signals wider changes in Chinese society.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Case Study

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

News

SINGAPORE: Ice cream brand Ben & Jerry’s has partnered with local activists to help Singapore tackle climate change in an initiative that also helped to enhance its brand purpose.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

Article

Ben & Jerry's used a brand partnership with a local activist group in Singapore to localize its global brand purpose to fight climate change.