By Leonie Roderick The pop-up, ‘If Carlsberg Did Chocolate Bars’, appears as a giant bar of chocolate fixed to the wall of the Truman Brewery in Shoreditch. It is a fully functioning three-metre-deep pop-up bar containing chocolate versions of features common in a traditional British pub, such as a chocolate dartboard and bar stools. Members of the public can help themselves to a complimentary half-pint of ice-cold Carlsberg, served in a bespoke Carlsberg-engraved milk chocolate glass. This is not the first time the beer brand has ventured into experiential campaigns in a bid to make a splash. A year ago, the brand unveiled a Read full story › Source: Marketing Week...
Read MoreBy Rebecca Stewart The BBC has appointed Mark Linsey as head of BBC Studios ahead of a major management restructure that is expected to be announced by director general Tony Hall in the coming months. Formerly acting director of television, Linsey is taking the helm at the company’s production arm, replacing Peter Salmon who announced his unexpected departure from the public broadcaster last month. Salmon is moving on to take up the role of chief creative officer at Endemol Shine, having only joined the BBC last July. In his new role Linsey will be tasked with overseeing a plan to shift some the Read full story › Source: The Drum...
Read MoreBy Natalie Mortimer Premier Foods is set to up its marketing spend from £25m to £36m across its entire portfolio of brands after seeing success for hero brands, which benefited from healthy marketing investment. The food conglomerate has been working on restructuring the business and has put in place an investment-led growth strategy that is starting to deliver results. Mr. Kipling, Cadbury cakes, Oxo and Bisto, delivered gains in volume, value, market share and household penetration in 2015 according to Kantar Worldpanel, and Premier Foods is hoping to replicate that success across other brand, which include Angel Delight and Sharwood’s. The company announced the news today Read full story › Source: The Drum...
Read MoreBy Thomas Hobbs The new TV and digital marketing campaign, created by Iris, uses face-swapping technology and gifs to show the joy of a Domino’s pizza arriving. The activity includes more than 40 gifs, many taken from the TV ad, which are available for the public to share and utilise GIPHY’s gif building tools. The campaign is supported by Snapchat activation. Domino’s is using Snapchat lenses to let users imitate the TV ad by “boggling” their mouth to show their reactions to a pizza. It also utilises Spotify’s ‘Sponsored Sessions’ format offering half an hour of ad-free listening in exchange for users who Read full story › Source: Marketing Week...
Read MoreBy Jennifer Faull Nectar is in the midst of transforming itself from an analogue business, where until recently its users would get a quarterly print-out of retail offers, to a “digital-first” brand thanks to its new app. Underpinning the app’s expected success, has been a two-years of work from its internal innovation lab to make the experience as personal as possible. Personalisation is the word that remains on many marketers lips, but too often they are harnessing the vast amounts of data available to them to target individuals, using details like a first name on a bottle or wedged in an online advert to Read full story › Source: The Drum...
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