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Article

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

Case Study

Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

Case Study

Monkey Shoulder, a whisky brand, increased brand preference among consumers and bartenders globally by breaking the rules of not mixing whisky and launching activations that put whisky into cocktails.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Case Study

Mouthwash brand Listerine bonded with younger Malaysians around the uncomfortable questions asked to them during family occasions.

Case Study

ExxonMobil, a multinational oil and gas corporation, increased its sales in Europe by producing a 3D printed engine for its salespeople to show the target the benefits of Mobil 1 oil.

Case Study

Chocolate candy bar Milka Oreo launched in the US with custom programming across three of the country's key retailers.

Article

L’Oréal Canada, the beauty company, has enjoyed significant benefits from partnering with startups.

Case Study

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

Case Study

Tostitos, a tortilla chip brand, launched a Super Bowl campaign in the US without airing a single commercial by creating a Tostitos bag that doubled up as a breathalyzer.

News

CHICAGO: Mondelez International, the snacks company, believes that product sampling will remain a powerful tool for brands, both through online channels and by innovating with in-store experiences.

Article

Mondelez International, the snacks giant, is building up its sampling capabilities via e-commerce, as well as developing its in-store approach to this discipline.

Case Study

Pril, a dishwashing detergent brand, used tiny bottles and in-store promotion to improve brand scores and sales in the United Arab Emirates.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Case Study

Focusing on the “theatre of the retail offer” helped Hagkaup, the Icelandic supermarket retailer, increase sales and the number of customers.

Case Study

Raspberry Pi, a high-performance computer developed by the Raspberry Pi Foundation, designed a case to protect its product in the UK.

Case Study

Paqui, a tortilla chip brand, created the One-Chip Challenge, which got consumers to eat the world's spiciest tortilla chip, in order to increase brand awareness in the US.

Case Study

Arla, a dairy producer, created the 12 Days of Grilled Cheese on social media to introduce US consumers to its new cheese slices.

Case Study

Aperol, an alcoholic drink, created the Summer of Spritz campaign with fashion brand Man Repeller to engage with millennials and increase brand relevance in the US.

Article

Explains the importance of the role of shopper marketing and looks at ways that brands can maximise their strategies in order to improve results.

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

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