Lynx on mission to ‘redefine’ premium with Gen Z push
Matthew ValentineThe Unilever-owned brand wants to “create FOMO” with its fragrance launch, rolling out the latest phase of its long-term Gen Z focused strategy.
‘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.
AB InBev CMO: Olympics partnership will ‘strengthen’ beer as a category
Niamh CarrollAs category leader, AB InBev believes it has a responsibility to grow beer as a whole, and is using a major partnership between the Olympics and non-alcoholic product Corona Cero to do this.
How Cadbury’s multichannel mantra delivered £230m in revenue
Marketing Week ReportersFrom interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
How LinkedIn tackled social stigma to help ex-offenders thrive
Marketing Week ReportersEncouraging employers to look past a criminal record, LinkedIn’s mentoring programme offered eight young offenders the chance to launch their own streetwear brand.
How a sustainability drive helped Scottish Water build customer trust
Marketing Week ReportersCarefully chosen partnerships and a media blitz helped the company’s water fountain project divert 3.5 million plastic bottles from landfill.
How Sage’s marketing rethink drove a 12% revenue boost
Marketing Week ReportersBy overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
How a tie-up with Absolut helped Heinz turbocharge sales by 50%
Marketing Week ReportersA sellout collaboration with vodka brand Absolut saw pasta sauce overtake ketchup as Heinz’s top selling product.
Women’s sport is bringing new people into sport, data suggests
Molly InnesThe latest Women’s Sport Trust research shows 2023’s viewing figures are down on last year’s, but there was record growth in golf, cricket and netball.
‘Commercially sustainable’: Why it’s time for brands to start backing women’s sport beyond big tournaments
Molly InnesEngland and Chelsea’s Jess Carter says brands need to get behind women’s sport on a domestic level, and not just for the glory.
Sky ramps up partnerships as consumers look for long-term value
Chris SutcliffeSky is highlighting its long-term value proposition to consumers with a partnership with Vue, as retention and the cost of living continue to bite.
Xero: ‘Consistency’ is key for B2B firms investing in brand building
Josh StephensonThe B2B brand was an unlikely sponsor of the Women’s World Cup but sees sport as another opportunity to invest in brand marketing and build connections with its customers.
‘Marketing has to step up and deliver’: Weetabix on navigating tough times
Josh StephensonWeetabix’s marketing lead Francesca Theokli on why a breakfast cereal sponsoring football makes more sense than you’d think – and why marketers hold the key to navigating the economic downturn.
Gambling brands still loom large in Premier League despite upcoming sponsorship ban
Josh StephensonNew research shows industrial companies make up most common sector sponsoring teams across football, rugby and cricket – but gambling firms remain inextricably linked to football.
What caused Diddy to turn on Diageo?
Mark RitsonAfter a successful and lucrative partnership on vodka brand Ciroc spanning more than 15 years, Sean Combs filed a law suit against Diageo this week, accusing the business of racism and neglect. Whatever the outcome, it looks like the end of the relationship.