The direct-to-consumer flower business is reducing its marketing spend as it shifts its focus from growth to profitability, following £100m in operating losses last year.
Bringing “newness” to the category through innovation and creating a distinctive brand facilitates pricing power with consumers, Nike CFO Matt Friend said.
The confectioner’s play to win the chocolate war by axing Bounty helped Celebrations pull ahead of its key competitors over the Christmas season.
The nappy brand’s ‘Poonami’ campaign is November’s most effective cinema ad, according to Kantar’s The Works study.
Despite increasing prices, the footwear brand says it has “not seen any impact” on sales in the UK and EMEA, but the US continues to drag down its overall performance.
Barbie sales grew 16% in the last quarter off the back of Barbie-mania this summer, with its CEO crediting its ‘innovative’ marketing arm.
Research from YouGov suggests more than two in five podcast listeners are avoiding advertising entirely, while just 14% say they find them unintrusive.
Mattel is seeking to tap into the potential of the value of the IP it owns on brands including Barbie, Polly Pocket, Barney and Hot Wheels following the success of the Barbie movie, which opened last week.
Direct-to-consumer brands failed to disrupt traditional retail, but that doesn’t mean you should exclude DTC as a distribution strategy.
From tapping into an unmet consumer need and settling on the best communications strategy to finding the right timeframe for measuring impact, the art of the successful product launch is highly-nuanced.
On a mission to re-engage fans of “no-nonsense” soup, Heinz’s limited-edition Christmas Big Soup sold out within three hours and had retailers clamouring to get the product back on shelves.
Marketing Week reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Digitas.
Jumping on news of a potential festive food shortage, Heinz gave its Big Soup brand a much-needed boost through its most cost-effective earned campaign of 2021.
Arçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
While marketing alone won’t be able to close the gender health gap, it can certainly help to increase awareness of female-only health issues and remove taboos, which is definitely a step in the right direction.