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Article

Pabst Blue Ribbon, the beer, has repositioned its brand to champion diversity, a move reflecting long-term shifts in the US population.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

Korean dairy brand Seoul Dairy used local TV, cinema and social media to grow sales of its Grill Grill Cheese product in South Korea.

Case Study

Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.

Article

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

Article

This Company Profile from Euromonitor provides key details and analysis of Bacardi & Co Ltd, the owner of brands such as Grey Goose and Eristoff vodka.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

News

NEW YORK: Marketers in categories like soft drinks, coffee and wine may be able to enhance their marketing and innovation strategies by thinking about “supertasters”, according to a study in the Journal of Advertising Research (JAR).

Article

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.

News

LONDON: Alcoholic drink brands in England would lose almost 40% of their revenues, or an estimated £13bn, if consumers kept within official drinking guidelines, according to a new report that strongly criticises the motives of the drinks ...

News

NEW YORK/TORONTO: Constellation Brands, the third largest brewer in the US, has taken a major step into the rapidly growing cannabis market by investing $4bn (C$5bn) in Canopy Growth, a Canadian supplier of medicinal cannabis products based in ...

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Article

Discusses behavioural science-based initiatives intended to nudge healthier eating and examples of application that sum up what works, and what does not.

Article

A global outlook on the alcoholic drinks category, including information on the leading companies and brands, five trends shaping the industry and market snapshots.

News

SYDNEY: An understanding of how behavioural economics impacts consumer choices can help marketers build a better customer experience and keep their brands top of mind, according to an expert in buying behaviours.

News

LONDON: Channel 4 is deploying AI to identify storylines and “positive contextual moments” in programming, which it says will lead to smarter planning and new opportunities for challenger brands.

Article

An understanding of how behavioural economics impacts consumer choices can help marketers build a better customer experience and keep their brands top of mind.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

News

NEW YORK: MillerCoors, the brewer, is using an increasingly diverse sponsorship portfolio as a means of connecting with millennial consumers.

Article

Provides a category analysis of beer in the US, including trends, category data, company profiles and key developments in the industry.

Article

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

Article

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

Case Study

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

Case Study

Kyrö Distillery Company, a Finnish distillery, designed packaging that told a story in order to promote its gin in Finland, despite strict laws on advertising alcohol.

Case Study

University of Melbourne, a public research university, increased awareness of its research contribution by turning Melbourne's Central Business District into an open exhibition.