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Article

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

Case Study

Hangar 1, a vodka brand, successfully increased sales in the US by launching a PR and social media campaign around the creation of its new, sustainable product.

Case Study

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Article

Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Diageo India has navigated alcohol category turmoil in India by relying on branded content, innovation, and focusing on category behaviour rather than brands.

Article

Discusses how Addict’Aide, a French organisation that raises awareness about any kind of addiction such as drugs, alcohol or gambling, gained global visibility in 2017 with its 'Like My Addiction' campaign and created a follow-up campaign, Le Secret de Laurence.

News

NEW YORK: Smirnoff, the vodka brand owned by Diageo, is emphasising the importance of consumer insights as it seeks to conquer the challenges that are now facing many major brands.

Article

Diageo, the alcoholic drinks company, is adopting a nuanced approach as it seeks to solve its main marketing challenges, including the task of guiding established brands to continued growth.

News

GLOBAL: Campaigns for confectionery brand M&M’s in Brazil, and The LEGO Batman Movie and Suzuki in the UK, are among the winners announced today in the Effective Use of Partnerships & Sponsorships category in the 2017 WARC Media ...

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.

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

Vodka Cruiser, a pre-mixed/ready-to-drink brand used Facebook Live to create an interactive branded 'TV show' to reconnect to young women in Australia.

Opinion

The consumer of the future lies at the point where consumption and creation meet, according to futurologist Magnus Lindkvist.

Article

Previews a series of papers about the changing face of brand loyalty, with advice on how delivering an exceptional brand experience is now key for customers.

Case Study

Vodka brand Absolut used tailored audiences, geo-location and interest data in real time to launch and promote Absolut Buenos Aires, a new limited edition bottle.

Case Study

Distilled beverages producer Pernod Ricard Argentina used Facebook and mobile technologies to build awareness for Oddka, a new vodka brand.

Case Study

Scotch whisky brand Johnnie Walker Red used data services and mobile technology to reach out to millennial consumers, increase its social media reach and grow sales in Columbia.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Article

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Article

This article outlines how marketers can better utilize zero-based budgeting more effectively to gain greater efficiency and better results.

Case Study

This case study shows how Vodka Cruiser, a Ready to Drink brand, went from being a brand that Australian millennials thought was uncool to one that they'd like to be seen with through a chat show streamed weekly on Facebook Live.

Article

This event report addresses how Tyson Foods is using new technologies to spur innovation, control costs and speed the activation of insights.

News

SYDNEY: Aussie millennials are less likely to drink alcohol than older demographics but they’re more open to new choices and when they’re out in bars and pubs they’re likely to spend more, new research shows.