Diageo has driven strong growth in its tequila portfolio in North America and is now seeking to take this success worldwide. It’s on a mission to convey the versatility of tequila and its potential far beyond the lime and shots occasion.
Having pioneered a new category in the UK frozen aisle, Little Moons is on a mission to build a “global mega-brand in snacking”.
Gin saw a boom in recent years, driven by flavours and consumer habits over lockdown, but as the category sees declining sales, brands will have to work harder to drive growth.
Premiumisation can allow brands to drive profit through pricing, but when done properly, it’s a process that requires brand building and product focus, not just raising prices.
Marketers are tapping into data, excellence in customer experience and brand-building to drive growth for banking brands.
GDK (formerly known as German Doner Kebab) is tackling notions that kebabs are only a night-time food head on.
Sure is part of Unilever’s deodorant portfolio, which also includes Dove and Lynx. With these brands collectively holding over 55% market share of the category, Unilever is looking beyond armpits for future growth.
Bold Bean Co is on a mission to make beans “desirable” for consumers, turning the category from something that has been overlooked and commoditised to a valued part of consumers’ diets.
With many category-leading brands like Fairy, Ariel and Pampers in its portfolio, growing categories is vital for Procter & Gamble. The company combines consumer insight, innovation, advertising and distribution to grow its highly penetrated brands and their respective markets.
Despite being one of the world’s biggest spirits brands, Johnnie Walker is not “eking out inches” of growth and sees plenty of potential for continued expansion, says its global brand director.
The bread category may be undergoing an “evolution” away from the traditional sliced loaf, but Hovis is confident it can continue making its product relevant.
Pitching itself as not another “faceless mega corp”, natural soap brand Dr Squatch wants to reach a male audience, many of whom don’t buy the product themselves.
Recruiting new consumers to categories with high household penetration is difficult, but that doesn’t mean growth has to simply come from scraps over market share. Three marketers share their brand’s path to growth in mature categories.
Having grown its grocery presence since 2012 targeting restaurant customers, Itsu is on a mission to build wider awareness while maintaining a one brand approach.
Typhoo is the oldest British tea brand, but it has adopted a fresh approach, product and mission to encourage change across the tea category, while also reversing its own decline.