Posts made in March, 2016

on Mar 24, 2016

By Sarah Vizard The BHS brand was thrown a lifeline this week (23 March) when creditors voted in favour of a so-called company voluntary arrangement (CVA) that would save it from insolvency, at least in the short term. At a meeting, more than 95% of landlords and suppliers, among other creditors, voted for a move to cut its rent. It claimed it would have gone into administration if the plan had not been approved. The approval of the CVA is only a short-term fix, however. The company, which is owned by Retail Acquisitions, has a pension deficit of £571m that needs to Read full story › Source: Marketing Week...

on Mar 24, 2016

By Natalie Mortimer Fake tan brand Fake Bake has refreshed its brand identity as part of its 15th anniversary celebrations in the UK as it looks to position itself more uniformly on a global scale. Consumers in the UK will start to see the new packaging this month, before expanding it across Fake Bakes’ global locations throughout 2016. The packaging was designed in-house, took six months to create following work with focus groups. Fraser MacDonald, graphic designer, Fake Bake said that over the years the packaging had become “overly complicated”. “Our aim is to refine our global brand positioning in 2016, to ensure Read full story › Source: The Drum...

on Mar 24, 2016

By Benedict Evans Until recently, the personal computer (PC) ecosystem was the centre of gravity of the tech industry: it was where the investment and innovation was centred. It took that role away from mainframes, mini-computers and workstations slowly and in stages over the previous 30 years or so, and it did it with scale – PCs could be sold to so many more people that their economies of scale became overwhelming. The same thing is happening now as the ‘mobile’ ecosystem supplants the PC ecosystem. Last year, probably around 275 million PCs and 1.5 billion smartphones were sold worldwide. In a few years, Read full story › Source: Marketing Week...

on Mar 24, 2016

By Natalie Mortimer Foster’s is set to become the Official Lager of England Cricket in a two-year deal, a partnership that sees the Heineken brand return to sports sponsorship for the first time in a decade. The partnership will be supported by a nationwide campaign to appeal to cricket fans across the country throughout the summer months. The two-year deal includes all international T20 matches, One Day Internationals and International Test Matches. These include this summer’s home international series against Sri Lanka and Pakistan and next season’s tours by West Indies and South Africa. Under the terms the logo of the England and Wales Cricket Read full story › Source: The Drum...

on Mar 24, 2016

By Katie Deighton Carlsberg’s latest chocolatey experience forms part of the brand’s plan to target a wider demographic, senior brand manager Dharmesh Rana told The Drum. The Danish brewer unveiled the latest of its ‘If Carlsberg did…’ stunts near London’s Brick Lane yesterday (23 March). The activation was a twist on the term chocolate bar, with Carlsberg creating a bar scene – including counter, dartboards and bowls of snacks – all made from chocolate. The centrepiece was a beer dispenser, which consumers could use to pour themselves a complimentary half pint of lager that could be enjoyed in a Belgian chocolate glass. Carlsberg’s senior brand manager, Read full story › Source: The Drum...