Coca-Cola: The future is ‘AI meets human ingenuity’
Charlotte RogersA mixture of artificial intelligence and human ingenuity represents a path to future growth, says Coke’s European CMO Javier Meza.
A mixture of artificial intelligence and human ingenuity represents a path to future growth, says Coke’s European CMO Javier Meza.
Expanding into new categories has been a source of growth for Premier Foods, while “sharper” promotional price points are supporting its return to volume growth.
Who Gives A Crap is now the third biggest toilet roll brand in the UK, and is looking to above-the-line media, retail listings and consistently “doing things differently” to continue that growth.
Former Kraft Heinz CMO Paula Marconi has joined PepsiCo to help “strengthen” its market presence across Europe at a “pivotal time” of driving change and 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.
Britvic CMO Cindy Tervoort believes in using creativity to drive business impact, but is wary of how “fragmenting” budget can stop brands standing out.
The changes are aimed at making the two segments “more connected” to the Johnson & Johnson brand, the business says.
Coca-Cola has innovated by creating long-lasting new products, renovating existing products, launching “novel” products, and designing new pack formats, all of which are “driving the business”, says CEO James Quincey.
The FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private labels.
Unilever is aiming to grow its brands through innovation that “scale and build categories”, rather than simply delivering “new news”.
P&G is seeking to grow the categories it operates in as it pursues volume growth, utilising its increased marketing spend to do so.
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Despite returning to positive volume growth, Danone’s CFO says the business will continue to make strategic price increases behind its “differentiated” products.
Lucozade has united its Energy and Sport offerings under one masterbrand in an attempt to increase brand equity while also creating huge efficiencies in its marketing spend.
Energy drink brand Prime Hydration, created by YouTubers KSI and Logan Paul, once had fans queuing up at dawn to purchase, but now has been spotted in bargain bins.