Marketing

Articles from April 21

Adwatch 21.04.10: Carling
The brand's latest execution runs the risk of overextending its 'mates' positioning. Selling beer is tricky; there are too many brands with too little to say. Targeting is much of a muchness - even distinctions such as mass and premium (or the classic...
Alan Mitchell on Branding: The Information Exchange
Political parties are showing brands the way on handing consumers control of their personal data. Being a naive sort of fellow, I thought that in elections contending parties are supposed to disagree. Yet, if you read the Labour and Tory manifestos,...
Andrew Walmsley on Digital: A Little More Conversation
Those brands using Twitter to best effect have focused on genuinely connecting with consumers. The first status update on Twitter ('Just setting up my twttr') was sent by co-founder Jack Dorsey on 21 March 2006. It came 130 years after the first...
Brand Health Check: Goodfella's
The frozen-pizza brand is losing sales, despite steady growth across the sector, writes Jeremy Lee. Thanks, in part, to an ad campaign by Birds Eye aimed at making products from the freezer aisle more acceptable to cash-strapped consumers, there...
Brand Manager of the Week: David Cherrie, Brand Manager, Golden Wonder
- Describe yourself in three words. Energetic, ambitious and dedicated. - How would you define marketing? Getting people to want something they didn't know they needed. - What would you be if you weren't a brand manager? An airline pilot....
Coke's Central Focus
Coca-Cola's European restructure will aim to bring more consistency to the region. Questions are being raised over Coca-Cola's future marketing strategy in light of the expected centralisation of its European marketing operations into a London hub...
Design Report: Strive for Hero Status
Every so often, a product revolutionises its category, and innovative packaging can win customers. Marketers should therefore avoid an overemphasis on cost-cutting, writes Richard Abbott. When US chemist and packaging expert Fred Baur died two years...
Editor's Comment: A Moral Dilemma
Primark's decision last week to withdraw its padded bikini for seven-year-olds was a significant victory for Mumsnet.com. The influential parenting website has whipped British shoppers into a moral frenzy with its 'Let girls be girls' campaign aimed...
In the Political Crossfire
The three main parties are lining up to challenge brands over targeting children. The issue of the sexualisation of children propelled the regulation of brands and marketing into the spotlight last week. Not only did the subject appear in both...
Jeremy Lee on Media: It's a Start, Not an End
Media owners should avoid getting too excited at P&G's plan to increase its adspend this year. Further evidence for media owners of the fabled broad, sunlit uplands of the future may have been provided by Procter & Gamble's UK vice-president...
Marketing Mole: We'll Call You - Ryanair
Moles have very small bladders, so when we heard that Ryanair was planning to charge passengers to use its loos, we decided to flush out the true story. Mktg: I understand that Ryanair is going to charge pounds 1 to use the toilets. Ryanair:...
Marketing Mole: Who Does Google Think You Are? Andria Vidler, President, EMI UK and Ireland
- The first search result links to Vidler's LinkedIn profile, which has 34 connections. - The second link is to an interview from The Independent in 2006 on the rise of Magic FM. - The third result takes us to a 2005 interview in The Independent...
Opinion: The Marketing Society Forum
Is it a good idea for FMCG brands to try to become retailers? Chocolate manufacturer Cadbury is looking to open up to 60 licensed cafes across the UK over the next five years, drawing on brand loyalty to take on established names such as Starbucks...
Profile: Making His Marque
Peter Duffy, head of marketing at Audi UK, invested in the brand during the recession to prepare for the recovery. Interview by Alex Brownsell. Some marketers get all the luck. While the majority face a daily battle to gain any attention for their...
Renault to Use Sims 3 for Electric Car Roll-Out
Renault has signed a deal with video-games company Electronic Arts to launch its forthcoming Zero Emission (Z.E) electric vehicle through virtual reality game The Sims 3. The range of four electric models, set to roll out from next year, is central...
Riding out the Recession
Revenue growth has outstripped rising admissions as operators make the most of the trend to visit attra ctions in the UK, writes Jane Bainbridge. A recent ad campaign to promote the delights of Blackpool made full use of the similarity between its...
Savlon Ends TV Hiatus with Umbrella Ad Drive
Savlon, the first aid and medical brand, is to launch an over-arching ad campaign as part of a push to showcase its family of products and present a more modern image. The brand plans to launch its first TV campaign for more than 15 years in an...
Selling with the Enemy
Brands that come up with strong advertising run the risk that rivals will benefit. Tesco's expression of gratitude to rival supermarket Waitrose and its 'advertising gurus' for prompting a 'soaring increase' in its rhubarb sales raises a key question...
Special Report: Design - Planet Packaging
Marketers and designers face a tough challenge: to balance the need for 'green' packaging with that to be cost-efficient and visible at the point of sale. Scott Billings examines how brands are choosing to address this thorny issue. What does sustainability...
Strongbow Eyes Wider Appeal with Digital Push
Strongbow, the UK's biggest-selling cider, is overhauling its digital marketing strategy as part of plans to attract a younger demographic. The brand is looking to build on its experiential activity, which includes a presence at festivals, to widen...
The Week in Marketing
Nature snacks debut Sun Valley has launched a range of snacks under the name Nature According to the snack-food manufacturer, it has created the fruit, nut and berry products in response to consumer demand for healthier food The range, developed...
What It's Really like Inside: Sainsbury's
How does the team come up with fresh marketing ideas? The most inspiring ideas come from the team visiting stores and speaking to our customers and colleagues. We believe that really listening to customers is the only way to understand what makes...