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Article

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.

Article

Legacy brands face a major challenge in adapting to the rise of direct-to-consumer (DTC) companies across a wide range of industries.

Case Study

Mouthwash brand Listerine used an innovative media mix to reverse its sales decline and grow the category in Malaysia.

Case Study

Toothpaste manufacturer Darlie grew volume share and engagement through a multimedia campaign in Singapore.

Research Paper

Nestlé, a transnational food and drink company, analyses the threat posed by challenger brands in India and shows their true impact while suggesting strategies that can work for brands.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Case Study

Parodontax, a toothpaste brand, increased its sales across Europe by releasing a creative film to highlight the importance of stopping the journey of gum disease.

Case Study

Parodontax, a toothpaste brand known as Corsodyl in the UK, increased brand sales by releasing a creative film that taught people to take gum disease more seriously.

Case Study

Colgate, a brand of oral hygiene products, released an AI-connected electronic toothbrush in North America to engage consumers who like to be connected and gain a greater understanding of oral hygiene habits.

Case Study

Pepsodent, a brand of toothpaste, increased brand awareness in Indonesia by launching an app to help children brush their teeth more often, reaching them via mobile videos.

Case Study

Patanjali, an Indian consumer goods company, increased brand awareness and sales among Indian children by launching its products through an in-gaming integration.

Article

PepsiCo, the food and beverage manufacturer, has developed a new tool that helps it understand the latest trends taking shape in its categories.

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.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Research Paper

Colgate-Palmolive Company, a consumer products company, used customer relationship management (CRM) to identify strategic in-store touchpoints in Brazil.

News

KUALA LUMPUR: Counterfeiting is rife in Asia and no longer affects just high-end brands, but now extends to any product with a logo, a leading representative from the Organisation for Economic Co-operation and Development (OECD) has warned.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

News

ORLANDO, FL: Procter & Gamble, the consumer goods giant, is seeking to "reinvent" its agency partnerships through taking certain responsibilities in-house, driving creativity, and encouraging greater integration between media and creative ...

Article

Procter & Gamble, the consumer goods giant, is seeking to transform its agency relationships across a range of dimensions.

Case Study

Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.

Article

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

News

NEW DEHLI: Innovation and a focus on the practicalities of oral health care have helped Colgate retain its position as India’s most trusted brand for the seventh year in a row.

Article

Explores shopping and retail trends in Thailand for the next two years, including hypermarkets, specialist retail, convenience stores and e-commerce.

News

BANGKOK: Asia’s kids are digitally-native consumer powerhouses, influencing their parent’s spending in the clothing, travel and household categories while also spending more than three hours a day online.