A key to developing great brand strategies is to uncover deep and meaningful insights into your consumers if you truly want to get up close and personal with them. Smirnoff, Pandora and Ahm are all seeking to demonstrate this in their latest personal campaigns
The government’s plans mean manufacturers will be taxed in relation to the quantity of sugar-sweetened drinks they produce or import. The sugar tax swill reportedly raise £520m, which will be used to help support school sport and fitness programmes.
Brands such as Coca-Cola, Pepsi and Red Bull will be affected, but also beverages with lower sugar content such as tonic water and alcohol-free shandies will face the new tax. The new levy will not be paid on milk-based drinks and fruit juices.
Neutrogena is all girl power for their global campaign “See whats possible”. It will be the brands first campaign that isn’t centred around its products, but rather the empowerment of women. The opening video which is voiced over by brand spokesperson Kerry Washington showcases the possibilities for women from graceful ballerinas to kick ass boxers.
Partnering with an organisation outside your sector can deliver the fresh new thinking you need. Here are two examples of successful cross-sector business partnerships – and one that didn’t go quite to plan
Consumption of sugar and child obesity isn’t just the responsibility of the like of Nestle, Mondelez and Coca-Cola, who we’ve worked closely with over the years. It is an issue for every FMCG brand. Obesity is reaching epidemic proportions in the UK and is something public health officials and the population (at large) should be concerned about and taking positive steps to manage. But playing with the watershed is not the answer
Here is a round up of our favourite digital, television, print campaigns of the week