The Drum’s Post

I love this time of year and the insights we gather on the predicted (and actual) effectiveness of the Christmas ads. Working as a team with all the creative experts at Kantar (you know who you are) is a dream role. Plus, seeing the creativity, effort and passion of all our clients, agencies and execs working on the campaigns. Lynne Deason is then the star at the top of the tree as she spreads the Christmas cheer beyond the walls of LI and Kantar. The article below is a (Christmas) cracker, but watch this space and follow #KantarChristmasAds to read more! #KantarChristmasAds #ChristmasAds #Advertising #KantarMarketplace Lynne Deason Kate Pilling Helen Pearson Leonie Gates-Sumner Sarah Hazelwood Dom Boyd ⚡️

As a marketer with 3 years of experience, I recently took Marketing in the 21st Century by Open University (UK) and, for the first time, explored branding in a structured and conceptual way—#brands started with #ownership marks and evolved into #market #differentiators and #consumer #connections. “Brands have a long history, with their origins traced back to marks or seals that were used to specify the ownership or origin of a product. For example, in 5000 BC men drew animals in caves, giving them symbols to identify their owners. By the end of the 19th century, the industrial revolution had brought an abundance and variety of organisations and products. With the emergence of competition, it became increasingly important for producers to differentiate their products in the market. Consequently, producers started attributing brand names to their goods to increase their consumer appeal (British Brand Group, 2012). For example, William Lever (founder of Lever Bros) made soap an attractive product for general consumption by naming it ‘Sunlight’ and packaging it in small pieces. Brands became a way to communicate with consumers in the marketplace. The proliferation of self-service in the 1950s intensified the communicating role of the brand. It was important to have an appealing and distinct product that would stand out on the shop shelves. Complementing this, growing television ownership combined with increasing consumer sophistication resulted in the need for brand communications to become more pervasive and more complex. Coca-Cola advertisement – 1955 https://lnkd.in/ej5urn4v Coca-Cola advertisement – 1980s https://lnkd.in/e-SzFRUv Coca-Cola advertisement – 2012 https://lnkd.in/eASVztxy Notice how the first advertisement focuses on the product and its characteristics as a refreshing and energising beverage, great for a break. In the 1980s advertisement, although the product is still important, the focus is more on youth pop culture, dance, and happiness. You see much less about the product’s characteristics. The final advertisement shows Coca-Cola as a global brand, highlighting its presence in worldwide events such as the Olympics. Today’s brands exist in all forms and shapes. They include #product brands (e.g. Coca-Cola, Avon, and Adidas), #services brands (e.g. Pizza Hut and Allianz), #company brands (e.g. SAP and IBM), and even #virtual brands (e.g. eBay, Google). This expansion took brands from a sign of ownership and guarantee of good quality to a way of communicating with the marketplace, making the role and use of brands core to the organisation’s marketing efforts.”

Brand: Cadbury Concept: The “Gorilla” campaign was a creative and bold approach by Cadbury that broke away from traditional advertising methods. Instead of focusing directly on the product, Cadbury captured attention by showcasing a seemingly unrelated yet highly entertaining scene: a gorilla sitting behind a drum kit, preparing to perform Phil Collins’ iconic song “In the Air Tonight.” The campaign aimed to convey the joy and delight associated with eating chocolate, tapping into emotions rather than relying on conventional product promotion. Execution: The ad was simple yet striking in its delivery. Opening with a close-up of the gorilla, the audience is drawn in by the emotional expressions as Phil Collins’ song builds anticipation. As the famous drum solo kicks in, the gorilla passionately drums along, delivering an unexpected and quirky performance. This surreal, humorous, and high-energy ad stood out because it didn’t mention or show Cadbury’s chocolate until the end, allowing the experience itself to resonate with viewers. The unique and unconventional execution made the campaign memorable and conversation-worthy. Impact: The “Gorilla” ad became a cultural phenomenon and a viral success, proving that advertising doesn’t always need to be product-focused to be effective. It sparked intrigue and joy, leading to increased brand affinity and a positive association with Cadbury. More importantly, it boosted sales and revitalized Cadbury’s image at a time when the brand was trying to recover from a challenging period. The ad set a benchmark for creativity in the advertising world, showcasing how bold, out-of-the-box ideas can elevate a brand’s appeal and leave a lasting impression on audiences. #marketing #cadbury #socialmedia #socialmediamarketing #digitalmarketing #campaign #ad #gorilla

Well, I guess there was a good reason I very much liked the Cadbury’s Xmas Santa ad I saw in Waterloo this week. :-) Consistency of Xmas campaign used over the years and what the brand stands for is at the heart of the campaign idea, while building on exiting consumer behaviour (seasonal gifting, Secret Santa). #marketing #christmascampaign #brandbuilding

The Re-Launch of Campa Cola by Reliance The re-launch of Campa Cola by Reliance was an effort to revive a nostalgic brand that once held a significant place in the Indian soft drinks market during the 1970s and 1980s. Campa Cola was reintroduced with the hope of capturing both older consumers who remember the brand fondly and younger consumers looking for new alternatives. However, the re-launch has faced significant challenges, particularly from established competitors who dominate the market. Campa Cola’s key strength lies in its nostalgic appeal, especially among older generations who have a strong emotional connection to the brand. The backing of Reliance, with its extensive distribution network and substantial financial resources, provides a solid foundation for the brand's re-entry. Additionally, Campa Cola's competitive pricing makes it an attractive option in Tier 2 and Tier 3 cities, where affordability is a crucial factor for consumers. Despite these strengths, Campa Cola’s re-entry has been met with a lukewarm market response, particularly from younger consumers who are more familiar with global brands like Coca-Cola and Pepsi. This limited enthusiasm has hindered the brand’s penetration in key urban markets, where consumer preferences lean heavily toward these established global giants. Moreover, Campa Cola’s regional presence is still limited, making it difficult to achieve the scale needed to compete effectively. The re-launch has also encountered aggressive resistance from competitors. Reports suggest that rival companies have pressured retailers not to stock Campa Cola, with threats to withdraw refrigerators and other support if they do. This has created significant distribution challenges for Campa Cola, as many retailers are reluctant to risk losing valuable infrastructure and support from more established brands. These anti-competitive tactics pose a major threat to the brand's market presence. Campa Cola does, however, have opportunities to grow. The brand can leverage its nostalgic appeal to engage older consumers while also expanding its reach in less saturated markets like Tier 2 and Tier 3 cities. To succeed, Campa Cola must strengthen its relationships with retailers, possibly through incentives and legal strategies to counter competitor threats. Additionally, engaging consumers through targeted marketing campaigns that highlight the brand's heritage, combined with leveraging digital platforms, could help build a loyal customer base. In conclusion, while the re-launch of Campa Cola has faced substantial challenges, there is potential for the brand to establish itself in the market. A strategic approach that addresses both market dynamics and competitive pressures will be essential for Campa Cola to succeed in the long term. #CaseStudy #BusinessStrategy #MarketingInsights #BrandReLaunch #CompetitiveAnalysis #MarketEntry #SWOTAnalysis #ConsumerBehavior #RetailChallenges #BrandNostalgia #StrategicPlanning

Brand awareness, innovation, and relevance: this article from MediaPost may intrigue marketers, product development teams, and consumer analysts who prioritize these concepts. Lynne Field at Interpublic Group (IPG)'s FutureBrand shares enlightening insights on last month's "The FutureBrand Consumer Index," which reports perceptions of 100 top brands on a variety of attributes including consistency, mission, and personality. Field notes that many brands are failing to remain relevant and are missing key growth opportunities ... leading to what she terms the “#blandification” of consumer brands. She emphasizes that traditional marketing approaches and formulaic thinking are increasingly ineffective when companies hope to stand out from the crowd. Notably, Gerber, Tide Cleaners, and #Gatorade secured the top three positions in the rankings. Keurig Dr Pepper Inc., ranked 41st, stood out by surpassing PepsiCo, emerging as the second-best selling soda in the nation, largely due to responding swiftly to consumer trends, like creating Dr. Pepper Creamy Coconut soda in response to TikTok's viral "dirty soda" trend. With several new and intriguing brands on the scene (like OLIPOP PBC), we’re keeping an eye on legacy brands like Dr. Pepper, Pepsi, and The Coca-Cola Company for how they’ll adapt and respond to a perpetually evolving landscape. The interview also highlights how top brands like The Clorox Company's #HiddenValleyRanch (specifically citing their collaborations with Burt's Bees and TRUFF), Frito-Lay's #Doritos, and Gatorade stand out by creating engaging experiences, embedding themselves in culture, and addressing tangible consumer needs. There's much discourse about the power in listening to and answering cultural rhythms to capture market share, and it energizes us to see brands successfully proving this point through innovation and community engagement. #brandwareness #brandstrategy #consumertrends #marketing #innovation

📊 The Cola Wars: A Deep Dive into the Pepsi vs. Coke Rivalry 🥤 The battle between Pepsi and Coca-Cola isn't just a marketing rivalry—it's a cultural phenomenon that has shaped the beverage industry for over a century. As someone fascinated by brand strategy, I find the twists and turns of this competition to be a goldmine of lessons in marketing, consumer psychology, and business innovation. The Beginnings: Two Brands, One Industry Coca-Cola, born in 1886, quickly established itself as the leader in the soft drink market. Its formula and branding became synonymous with American culture. Pepsi, founded just seven years later, struggled early on but began to gain traction by positioning itself as the youthful alternative to Coke. The Pepsi Challenge: A Marketing Masterstroke In the 1970s, Pepsi took a bold step by launching the Pepsi Challenge—a blind taste test that pitted Pepsi directly against Coke. The results were surprising: many consumers preferred the taste of Pepsi. This campaign shook Coca-Cola’s dominance and is now considered a classic in comparative advertising, showing the power of challenging the status quo. New Coke: A Risk That Backfired The Pepsi Challenge left such a mark that it led Coca-Cola to take an unprecedented risk in 1985: the introduction of New Coke. This reformulated version was meant to be sweeter, appealing to the preferences revealed by the Pepsi Challenge. But the move backfired spectacularly. Loyal Coca-Cola drinkers felt betrayed, leading to one of the most infamous marketing blunders in history. Within 79 days, Coca-Cola was forced to bring back the original formula as "Coca-Cola Classic." Lessons Learned - Consumer Connection; The New Coke fiasco highlighted the deep emotional bond consumers can have with a brand. It’s a reminder that brand loyalty is not just about the product; it’s about the feelings and memories associated with it. - Risk and Innovation: The Pepsi Challenge shows that taking risks can pay off, especially if you can challenge a market leader on their own turf. But the New Coke episode also teaches us that innovation should be carefully measured against consumer sentiment. The Ongoing Rivalry Today, Pepsi and Coca-Cola continue to compete, not just in soft drinks but across a wide range of products, from bottled water to snacks. The cola wars have evolved, but the core lessons remain: understanding your customer, the power of brand loyalty, and the importance of innovation. This rivalry has left an indelible mark on the world of marketing and remains a case study in the power of branding and consumer psychology. Whether you're a marketer, business leader, or just someone interested in brand strategy, the story of Pepsi vs. Coke offers invaluable insights. What are your thoughts on how these brands have evolved? Do you have a preference between the two, or do you think they’ve both succeeded in different ways?

Starbucks became one of the world's most iconic brands with almost no advertising. How did that work? Let's talk about it... Robert Stephens, founder of Geek Squad (not the brand I'm talking about), once said, “Advertising is the tax you pay for being unremarkable.” Most businesses get by well enough being unremarkable, but those that truly stand out and dominate their space—the ones that come immediately to mind when you think about certain products—they did one thing right: They identified a unique value they can offer and let it influence every decision across the company. Call it brand strategy, or just simply strategy. Whatever lingo you use, what matters is that it is... ✅ clear ✅ differentiated ✅ something people actually want, and ✅ followed through in action and communication Now, back to STARBUCKS. ☕ You might say they dominated because of premium, expensive coffee. But, while that's part of the overall experience, what Starbucks actually sells is a "third place." They saw an opportunity to create an environment between work and home where you simply enjoy hanging out. And they did an excellent job building that experience around coffee. Today, Starbucks spends half a billion on ads, but that's not how they got here. Their meteoric rise was powered by a winning strategy. They created a brand, then delivered that brand promise through a consistent experience. The lesson here isn't that you shouldn't advertise or have a marketing plan. Just never let that take priority over building a brand and product that will do its own marketing for you. ------ Every company can have this kind of brand power, but most don't know how. Let me be your guide! ⛰️ wesleygant.com

Undeniably, consumer perception has shifted dramatically, with nearly 80% of Americans viewing fast food as a "luxury" good, according to a recent survey. This changing perspective has led to fewer people dining out, forcing fast-food restaurants to find new strategies to acquire new customers as well as retain their current ones. One doesn’t need to be an economist to face the facts: There's an overwhelming perception that everything now costs more. Even though it might seem that today’s consumers are solely driven by price, brand loyalty still has a seat at the table. From Taco Bell to Michael Kors, brands everywhere should be seeking new and meaningful ways to build brand allegiance amid economic uncertainty. But how do you reconcile what people want to buy versus what they can afford to buy, especially when the entire consumer decision-making process has evolved from what they desire to what they need? Here are three strategies for building brand loyalty during economic uncertainty: 1. Target Your Market: Industries and services must deploy a marketing strategy focused on segmentation and concentration. A one-size-fits-all approach does not work. Consumers can still shop for value, be persuaded by online influencers, and stay attuned to rapidly changing trends. 2. Encourage Product Trials to Build Trust: Even the most established brands must initiate trials to expand their consumer base and, equally important, to retain their current customers. For example, some of the world’s top automotive manufacturers have had to adopt this strategy as they introduce electric cars alongside their gas-powered vehicles. David recently leased a new car and chose to stick with a manufacturer with which he’s had a great experience, valuing the relationship with the dealership and the quality of service. Companies that prioritize employee recognition and education programs will see the greatest success. Employees who willingly serve as brand ambassadors are critical to initiating trials, building trust, and delivering value. 3. Adapt to Meet Customers’ Evolving Needs: Innovation is often associated only with technology, but it encompasses so much more. It's the story that is told about the brand, product, or service that keeps the consumer engaged. David recalls a company tripling its sales by changing its packaging to better communicate the product’s benefits. Adapting to the consumers’ desired benefits created an opportunity for the brand. Decades ago, David started his career in the photography industry, witnessing the transition from film cameras to digital cameras and eventually to smartphones. Brands that fail to innovate and adapt risk losing consumer loyalty. To inspire loyalty, brands must recognize and reward consumers in meaningful ways. https://lnkd.in/gdfZvURb

3 in-the-trenches lessons scaling a CPG drink brand 300% (so far). from $47k in June to $167k last 30 days (steal it or AMA) 1. Biz model or bust CPG is one of the hardest niches to scale IMO. We’ve done many over the years and it rides or dies by the biz model. This particular brand was selling a single pack + running ads. Their contribution profit per order was 2% No ad or strategy will fix a broken model No one can scale that profitably. Something has to change So naturally the only thing to do is either sell more per order raise prices bundle In this case we did price increase and then changed th default first order from a 1pack to 2pack. That increased contribution profit 10x to 22%. Now that we scaled. 2. Throw the brand book out the window for ads Having worked with 15 CPG brands I can confidently say in many cases branding guidelines gets in the way more than helps. I know. I know. Sue me. My team is hired to scale brands and make them money. THE MOMENT we were able to say “let’s ease up on the branding just for ads and see what happens” things starting working better + the increase in CM. It worked so well they were 100% cool with making any ad we wanted because they saw it working better. 9/10 when a founder sees it making more money they never go back. lol The less on brand the better. I think everyone should consider keeping branding loose for advertising. It usually works better in my experience. 3. Positioning In CPG land, this is so hard to land. Unless you have a truly uniqueness to the product you’re kinda just in a shouting match with the next CPG brand like yours. In this case, the thing that is working for them is Positioning less on what’s in it Positioning less on branding Positioning more on who it’s for Positioning more on ideal outcome desire i.e. drink with Dandelion root, ginger, chicory, etc vs i.e. This slimming drink took me (a plus size girl) from a 16 to 11. Feeling proud they are up 300% and it’s not ever Black Friday yet. Christmas is coming early!!!