Scaling a premium brand: Peroni on its plan to become a top 10 global beer
Josh StephensonPeroni’s global marketing manager on how it plans to drive growth without sacrificing its premium status.
Peroni’s global marketing manager on how it plans to drive growth without sacrificing its premium status.
Inflation in the UK fell to 8.7% in April, but this is unlikely to translate to confident consumers or companies just yet.
Morrisons is hoping that being ‘bolder’ about what makes its brand distinctive will drive customer into store, with top marketer Rachel Eyre admitting the supermarket had been “playing it too safe”.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the BBC’s brand plans to Oatly’s positioning, it’s been a busy week. Here is my take.
The line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
Far from being beneficial, the retailer’s perceived status a British institution limits its ambition – just look at what Britishness stands for today.
Luxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations from the EU on the way this is all set to change.
The BBC is looking to define its brand positioning within a digital-first future by hiring its first “chief brand officer”.
Rebuilding trust is the “most crucial issue” facing the advertising industry, says the AA, which is calling on more brands to take part in the next iteration of the campaign in 2023.
Martini is celebrating 160 years of business with a new campaign celebrating its Italian heritage. Its marketing lead tells us how it the brand targets values rather than demographics when finding its next customers.
M&S surpassed expectations to post stronger than expected FY23 results. It’s an impressive turnaround from two years ago for the retailer which has stuck to its values even in difficult times.
Its ‘Moment that Matter’ marketing platform has been credited after the lottery reported its second highest annual sales total ever, capping off a turnaround that has seen the firm invest heavily in brand.
She leaves behind her role as chief growth officer and will focus on ‘strategic priorities’ for Mars Pet Nutrition’s range of brands.
As Oatly launches its latest campaign thanking the dairy industry for its efforts, the brand’s creative directors discuss provocative campaigns and unique marketing structures.
White Claw dominates the UK hard seltzer market, but with the term still remaining something of a mystery to British consumers, the brand is on a process of “education” to win consumers and become a top 10 ready to drink brand.