Nature's Path Foods’ Post

There are few greater marketing success stories than AB InBev in recent years. At the AANA - Australian Association of National Advertisers RESET conference, AB InBev's VP of Global Brand, Richard Oppy, explained how creativity helped turn a global brand buyer into a world class brand builder. Hot off the heels of acquiring SAB Miller, the world's largest brewer had to consolidate and its strategy of growth by M&A needed to transition to organic growth. To do this, marketing had to get into the cockpit and fly the plane. In this feature, Oppy explains how marketing achieved this by placing creativity at the heart of its strategy, and lifting the company to become number 1 marketer at Cannes two years running, the most effective advertiser and toping WARC's advertiser rankings. This has led to AB InBev achieving record revenue results and producing some inspiring work along the way. I also love their attitude towards agency partners, or the 'Justice League', as they call them. Check out more about AB InBev's remarkable rise and why it pays to build brand, take a longer-term view, dream big, and place marketing in the cockpit! #AANA #RESET Josh Faulks

‘Unflavoured water’ seems dumb. But it’s actually genius. Here’s why 👇 In what may seem like an odd move, PepsiCo have launched Gatorade Water. Unflavoured, alkaline, electrolyte-infused water. You might be thinking this just sounds like a bunch of marketing spin. A bit like plant-based lettuce or gluten-free salt. But I disagree. Gatorade was invented almost 60 years ago. They’ve spent ungodly amounts of money building their brand around two core things:
 1️⃣ Hydration 2️⃣ Sports performance I have no doubt that unflavoured water is an insight-driven, audience focused extension for the brand. Much like a core insight to the launch of Liquid Death was that bands don’t enjoy drinking Monster energy all day, I’m sure the same applies to athletes and cordial. I think the extension into water makes perfect sense for their brand, and they have the power to pull it off. One last thing I love about this - the term ‘unflavoured water’. 

 It plays into one of my core beliefs in communication: Make. it. obvious. What do you think about more bottled water hitting the market? ~ I write about marketing Mon-Fri, follow me @ Brent Vrdoljak for more!

It is so true that “Iconic brands are expected to act at all these levels, to have a role in the society not just the life of the individual consumer.” It echoes the article I read today about social initiatives by David Aaker as every brand needs to have a purpose to bring an impact on society and a broad audience. #brand#culture#marketing

A great article - worth reading. I'm not a brand or marketing guy, but the line below should be highlighted to all functional areas in every business. "Knowing your biggest competition isn’t other brands in the category; it’s indifference."

In three years, Tassal Group sales and marketing chief Matt Vince has overhauled brand tracking, struck up a partnership with Mutinex on media mix modelling then quit that camp in favour of an all-in-one measurement play with Kantar, and upped the ante on commercial knowledge across the business, all in the name of better data-driven decision making. One of those decisions is to pull out of free-to-air TV. Meanwhile, he's cemented multi-year partnerships with core agency partners including Host/Havas and Havas Media Network, overhauling KPI payment structures and giving them "skin". Now Vince is spearheading a new integrated brand platform ‘Australian for seafood’, plus a distinctly different media mix in a bid to become the @Arnott's of the ocean. As corporate brands farming salmon in Tasmania face increasing scrutiny from government and community groups, he’s acutely aware of the need to land the right message. Plus, Vince says, sales teams need to get marketing too. #marketing #growth #runningtheirownrace

Thank you to Rolling Stone Culture Council Stone for publishing this article. The Brand is Dead. Long Live the Brand. Who watches TV commercials today? Or do we have technology tools that help us avoid them? Do we avoid channels/streams/providers altogether if we know they'll inundate us with advertisements? How many different sources do we access for our media? How many of us can still repeat countless jingles from the 1970s and 1980s that were drilled into our heads during Prime Time Television and during Saturday Morning Cartoons? Are you still buying those brands today? Is there a bond? What's the impact on traditional brands with what I've called here media fragmentation? What connections do younger generations have with those brands? How were those bonds formed? I spend a lot of time in grocery stores and it's very interesting to see the shifting roles of brands. I think it's amazing to see the birth and proliferation of new brands, and the growth of private label, or 'own brands' in grocery stores. Back in the 1970s, 'generic' packages were very simple black & white packages that had a cheap look and poor product intrinsics. Today's own brand products frequently have modern, innovative packages and have excellent product characteristics. What's the future of big global brands or Fast Moving Consumer Goods (FMCG)? What shifts do they need to make in order to thrive? How can new brands can leverage the new media environment and consumption patterns? What role will retailers play in developing their own brands? How can they best present their brand and meet consumer needs? #branding #fmcgindustry #fmcg #fmcgproducts #privatelabeling #privatelabeling #storebrands #storebrandsphenomenon #ownbrand #plma #primetime #advertising #advertisingagency Citrus America, Inc.

Follow The Culture: How Brands Can Escape 'Blandification'. What do you think of the blending of products (strategic partnerships) like Dr. Pepper with Creamy Coconut soda and Hidden Valley Ranch with Burt's Bees?

🎯 Delving into the World of Integrated Marketing Communication with Nescafe!! Excited to share insights from the recent presentation exploring integrated marketing communication, spotlighting Nescafe's remarkable strategies! ☕✨ Grateful for the guidance and wisdom of our esteemed marketing professor, Dr. Riyaz Ahmed Qureshi Ph.D. whose mentorship has been instrumental in shaping an understanding of marketing strategies. His expertise has been invaluable in steering the exploration into this dynamic field. 😇 Moreover, collaboration with an exceptional team significantly enriched the content of this presentation. Heartfelt thanks to the team Yoshita Vitekar Meghna Lohia Daksh Mot Animesh Jain Sammed Chougule for their invaluable contributions! 🙌 Additionally, the attached reel visually encapsulates Nescafe's integrated approach, complementing the insights discussed. Witness the magic unfold! 🎥 🌟 Nescafe's journey embodies the profound impact of integrated marketing, and I'm excited to foster discussions! Share your thoughts or experiences related to integrated marketing - let's continue learning and growing together! 💬📚 #nescafé #nestle #marketing #presentation

This year at Cannes, Professor Mark Ritson reminded everyone that while promotion and creativity are important, there are three other Ps of marketing. And he’s absolutely right. Product, pricing and place are all critical. He went on to say, “You’re all f**king obsessed with Liquid Death. It’s a little brand with questionable profitability and a short-term future. It’s tap water in a cool can.” Exactly. It’s water in a cool can … with a great logo, tagline and wildly irreverent and hilarious videos. We’re obsessed with their distinctive brand assets and their attitude. They’re having fun. Yes, Liquid Death probably haven’t nailed all 4 of the Ps yet … and if they want to stick around, they will need to. But the fact we can find Liquid Death on the shelf at Target is a near miracle. As of 2022, eight brands accounted for 41% of the bottled water market. Six of those eight brands are owned by four companies — Nestlé (San Pellegrino, Perrier), Coca-Cola (Dasani), Wonderful Brands (Fuji) and Danone (Volvic, Evian). And what are these brands? They’re water … in boring plastic bottles.

"Trusting your creatives and dismantling processes that lead to mediocrity. Understanding that sometimes, the road to greatness isn’t step by step; it requires a leap. Knowing your biggest competition isn’t other brands in the category; it’s indifference. And realizing that criticism is just a form of caring. These lessons aren’t only common sense; they’re also easily duplicatable. And yet, few organizations will learn them." I second the motion.