At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Elf’s use of controversial comedian Matt Rife in its latest campaign to Gousto’s shift to sustainable growth, it’s been a busy week. Here is my take.
The campaign featuring Matt Rife has been branded “rage bait”, with people calling Elf Cosmetics “tone deaf” for using the comedian.
Capitalising on social media momentum and its 112-year history, the US drinkware brand is looking to customers and partners to help “build the Stanley of the future”.
Top customer experience professionals in retail, consumer goods, travel and hospitality are ensuring technology preserves human ‘warmth’.
On a mission to attract new audiences, 85% of people who engaged with Lego’s recent F1 partnership were new to the brand, explains strategy boss Claire Miller.
Hein Schumacher, who has been responsible for moving Unilever away from “force-fitting” purpose and pursuing a “fewer things better” mantra, will be replaced by CFO Fernando Fernandez in a few days.
Liquid Death is “temporarily pausing” international sales, including the UK, after bringing its European production to the US last year.
By reframing the discussion around drinking culture, Guinness drove sales of its alcohol-free beer and changed perceptions of Ireland’s national day.
With an over 600% increase in marketing spend over the last seven years, free-from bakery brand We Love Cake’s head of marketing discusses the role of influencers in growing the brand’s reputation.
Lego’s marketing effectiveness team wanted to “lower the drawbridge” to bring stakeholders in on their work, thereby increasing its impact across the business.
Dr Martens has been taking action to shift its marketing focus to product rather than “storytelling” as it seeks to emerge from a period of profit and revenue decline.
Having focused on retention over acquisition during the cost of living crisis, florist Bloom & Wild is stepping up marketing spend after appointing its first CMO.
Procter & Gamble’s chief financial officer hailed the company’s pipeline for innovation, expressing confidence that this would help its market-leading brands grow categories, regardless of the economic situation.
The KitKat owner is investing “across [its] value proposition”, including increasing advertising spend, to win with consumers who are still extremely cost-conscious, its CEO said.
With community at its heart, rapidly growing beauty brand Elf is keen to offer its audience more than just make-up.