CBD brand Trip on using TV to build trust as it looks to ‘maximise’ growth
Grace GollaschIn line with increased retail distribution, Trip is launching its first TV campaign to increase brand awareness and build trust in CBD.
In line with increased retail distribution, Trip is launching its first TV campaign to increase brand awareness and build trust in CBD.
The marketing team has developed a brand growth framework designed to identify “where to play and how to win”.
Appointed in 2022 to lead the excellence agenda at pasta giant Barilla, Natalie Howell believes prioritising consistency and rigour helps brands scale.
The Richmond and Fridge Raiders owner is looking to innovation, as well as repositioning work, to drive growth for its food brands.
A mixture of artificial intelligence and human ingenuity represents a path to future growth, says Coke’s European CMO Javier Meza.
The soft drinks business hailed an “outstanding” first half of the year, which saw it return to volume growth as marketing spend ramped up.
Brands shouldn’t try to “construct” a purpose, says Oatly chief creative officer John Schoolcraft, adding that Oatly’s purpose comes “easy” for it.
Michael Inpong joins Valeo UK, which owns well-known confectionary brands including Fox’s and Refreshers, in the newly created chief marketing officer role.
Realising its old ways of working were no longer fit for purpose, the smoothie maker appointed its first marketing excellence lead three years ago to drive consistency.
Diageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
Planning to “break rules and honour traditions”, the alcohol-free beer brand is tapping into the summer of sport as part of a wider year-round push.
AB InBev posted higher revenues but lower volumes in Q1 2024, as the Bud Light backlash continues to constrain growth.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Coca-Cola’s senior director of media operations underlined the importance of being customer-centric in order to avoid siloed thinking.
Britvic CMO Cindy Tervoort believes in using creativity to drive business impact, but is wary of how “fragmenting” budget can stop brands standing out.