P&G CEO: We will prioritise innovation and brand building before promotion ‘any day’
Niamh CarrollP&G is aiming to build its brands and the categories in which they operate through meaningful innovation, CEO Jon Moeller says.
Nestlé highlights increased brand investment as key pillar of return to volume growth
Niamh CarrollIncreased volume sales must be a “bedrock” of sustainable growth, Nestlé CEO Mark Schneider said, indicating the company must invest in marketing and innovation to achieve this goal in 2024.
Kellogg: Our ‘iconic brands’ are crucial for topline growth
Niamh CarrollWK Kellogg Co’s chief growth officer claims the company’s new marketing model will drive effectiveness and efficiency.
Coca-Cola CEO: Key to growth is matching consumer desires
Niamh CarrollIdentifying a “huge opportunity” for growth as a total beverage company, Coke is using granular consumer insight to dictate investments, explains CEO James Quincey.
Copy KitKat on your quest for ‘double D marketing’
Mark RitsonTight positioning, a respected brand heritage and refusal to overcomplicate things means when it comes to uniting distinctiveness and differentiation, KitKat has it licked.
‘A bet for the future’: Zero Sugar’s role in driving growth for Coca-Cola
Niamh CarrollCoke Zero Sugar provides an opportunity for the trademark brand to reach a new set of consumers and provides existing drinkers with the choice to enjoy the product over more occasions, says senior director of global strategy, Oana Vlad.
‘We win if we make people laugh’: Liquid Death on its unconventional approach
Josh StephensonThe American water brand has disrupted a category with humour and an edgy packaging design. Keeping that rebellious spirit intact will be key to its future growth, its lead marketer tells us.
Coca-Cola CEO: Innovation is serving as a ‘competitive advantage’
Niamh CarrollInnovation contributed 30% of gross profit growth in 2023 CEO James Quincey told investors, claiming a focus on “taste superiority” was ensuring its success.
‘You’ve got to self-disrupt’: Diageo on launching an innovation team that doesn’t create new products
Niamh CarrollDiageo launched its breakthrough innovation team last month, which will focus on creating innovation beyond “liquid in a bottle”, something that director Guy Middleton says is crucial for its growth.
Cadbury: Balancing short- and long-term growth is a ‘tricky tightrope’
Niamh CarrollCadbury is a brand committed to consistency, but the pressures of delivering short-term as well as long-term growth means that path isn’t without its challenges, says brand lead David Clements.
‘We have work to do’: Unilever outlines plan to tackle ‘unacceptable’ competitiveness
Niamh CarrollUnilever’s performance “needs to improve”, CEO Hein Schumacher told investors, outlining an action plan involving innovation, a refreshed approach to superiority, and brand investment.
Diageo: We will not pursue ‘short-term’ market share growth at expense of brand equity
Niamh CarrollDiageo lost market share in 70% of its portfolio in the six months to the end of December. However, the business will not resort to leaning on price promotions to drive “short-term” share growth at the expense of brand equity, its CEO said.
‘An amazing brand fit’: Peroni partners with Ferrari on F1
Niamh CarrollPeroni Nastro Azzurro 0.0% has signed a multi-year partnership with Scuderia Ferrari, the car marque’s racing division, in a deal that represents an “amazing” fit for the two, according to the brand’s CMO.
Sprite scraps labels from bottles in new trial
Niamh CarrollThe trial, designed to make recycling simpler, “could contribute to longer-term changes to the way brands communicate with their consumers”, says Coca-Cola Europe marketing vice-president, Javier Meza.
How Crosta & Mollica intends to match physical and mental availability to boost growth
Niamh CarrollCrosta & Mollica’s top marketer believes the brand has “punched above its weight” in terms of growth so far but it is now looking to invest to drive brand awareness further.