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Challenger brands aren’t playing nice, and we’re here for it! Hunter & Gather has hit the streets with its first-ever six-figure OOH campaign, making waves by challenging giants in the food aisle over what’s really inside our condiments. 🍎 With eye-catching ads across the UK, they’re taking a not-so-subtle jab at big-name brands, like Heinz and Hellmann's, exposing the seed oils, sugars and additives that have become standard in processed foods. Their rallying cry? “Let’s get back to real food, the Hunter & Gather way.” 🥫 This move reminds us of DASH Water's recent campaign, where they positioned an OOH ad featuring their slogan, "Finally, a drink to feel good about," directly over a The Coca-Cola Company-branded background. Below the main slogan, the tagline reads, “No sugar. No sweeteners. No worries,” underscoring Dash’s commitment to transparency and natural ingredients. Brands that “get real” resonate with today’s audiences, particularly when they highlight transparency in a fun, approachable way. When challenger brands get scrappy and talk ingredients, they don’t just gain awareness; with consumers become increasingly skeptical of “Big Food” and health-conscious behaviours continuing to rise, brands can spark conversation and trust. They’re also inviting people to embrace a cleaner, more conscious lifestyle and differentiating themselves based on ethics and values. This approach taps into a deeper consumer desire for brands that are aligned with their personal values, allowing these brands to create stronger connections and build loyal communities. What other challengers are you seeing make waves by taking on big brands? Drop your favourites in the comments! � #challengerbrands #branding #cmoinsights

A brand manager's dream is for consumers to talk about our brands and generate content for us. But let’s not mistake this as luck—it’s the result of consistent investment in building brand equity. Take The Coca-Cola Company as an example: their success didn’t happen overnight. They understood the power of sustained investment, regardless of monthly, quarterly, or yearly volumes. After all, people buy what they know. The question for marketers is: Are we making the right long-term investments to ensure our brands become household names?"** #BrandStrategy #MarketingInsights #BrandBuilding #choiceassorted #AVI

Many brands have positioned themselves and made the recall easy for everyone with some iconic numbers! Swipe through and guess the last one in the comments :) 1) Nestlé Maggi 2) dettol antiseptic 3) Eno 4) Apple 5) Could you guess it? Drop answers in comments! #brandquiz #marketingquiz #branding #marketing #marketinggame #guessthebrand

Can #BehaviouralScience help explain why Coca Cola's Christmas branding is so effective? Their famous trucks tap into a phenomenon called the mere exposure effect, a behavioural science principle showing that repetition builds trust and positive feelings. The annual reappearance of their red truck each year allows Coca-Cola to leverage nostalgia and strengthen emotional connections with the brand. #Marketing strategies that integrate these #BehaviouralInsights around consistency and familiarity may therefore be just as effective as those that prioritise novelty. Read the full article here:

How to get people to remember your brand (by doing less) 💡 Remember the feeling you get when your favourite Netflix season leaves you on a cliffhanger and you just can't stop thinking about what's going to happen next? Or when you're reading a book, tired beyond belief, yet you keep reading one chapter after another? Campaigns like Tesco's recent OOH that made people think by leaving their logo unfinished, or showing only part of a brand asset or message, have hit our LinkedIn feeds recently. And for good reason — they're getting noticed and being remembered. This is all due to the Zeigarnik Effect or, much more easy to pronounce and remember: the Cliffhanger Effect. ✅ Tesco, and their logo replaced with foods ✅ Kraft Heinz – It has to be... ✅ McDonald's, you know who (and where) we are ✅ Coca-Cola's invisible bottle ✅ Bri... and their close up airplane windows Mark Ritson called Tesco's outing "brand building at its finest". And I couldn't agree more. Campaigns like these also have the added behavioural benefit of increasing perceived premium-ness (that is totally a word) due to Effort Justification and the Fluency Disfluency Effect — essentially fancy ways of saying when we invest effort in something we value it more, and ditto when information is slightly harder to process. The examples given here are all for huge brands, but can it work for smaller brands? I would argue it absolutely can, but with a caveat; as smaller brands and marketing teams we need to be more intelligent about *how* we apply it. We need to make messaging and the written word work harder to grab and keep attention, and the Zeigarnik Effect is a great way of doing this. #branding #bsforbrands P.S. Don't shoot the mess—

If you aim to grow your brand internationally, take a lesson from The Coca-Cola Company From a single drink served in 1886 to over 2.1 billion servings enjoyed daily across 200+ countries, Coca-Cola’s global success is rooted in its strong and consistent brand identity. By sticking to its iconic red and white logo 🎨 and promoting a clear message of refreshment and happiness 😊, Coca-Cola has become instantly recognizable and trusted worldwide. So if you want to expand into new markets as a business owner you should develop a unique brand identity and consistently reinforce it across all your marketing efforts. But that’s just the first step. You must ensure this identity is reflected in everything you do—your logo, your ads, and even how you talk to customers. This will help your brand stand out and build trust 🤝 Follow LeadMonger for more marketing tips #branding #brandstrategy #brandpositioning #digitalmarketing #marketingtips #marketing #leadmonger #socialmediamarketing #businessgrowth

Coca-Cola took a bold leap with its free Coke Zero giveaway, and while it seemed like a costly gamble, the results were nothing short of remarkable. This innovative marketing strategy doubled their return on investment, showing that big risks can lead to even bigger rewards. It’s a perfect example of how offering value upfront can drive massive brand engagement and long-term success. Follow Halal Ad to explore more exciting marketing strategies that truly pay off! #marketing #advertising #advertisement #strategy #sales #growth #ROI #brand #branding #brandidentity

WARNING! Many of you won't get this one 😅. What is the central consumer insight we can glimpse from the re-opening of this eccentric and inspirational Pop Up store, selling ice cream flavoured with Kraft Heinz baked Beans, Filippo Berio pesto and Sarson's vinegar??? For me, this demonstrates just how desensitised consumers are as they seek ever more extreme sensations and multi-sensorial brand experiences. It illustrates our call to action for brands to respond to these evolving needs and be brave in their activations to engage consumers.

Wait… Coca-Cola is switching to a blue can?? Nope. Absolutely not happening. And here’s why Coca-Cola red continues to stick around. A consistent brand look and feel across all packaging and marketing touchpoints makes it easier for your audience to recognise your products instantly. This connection supports the fast, emotional decision-making processes that guide buying habits. From logos and colours to messaging and imagery, maintaining brand consistency is key to making sure your products stand out and resonate with your customers - instead of making them hesitate and wonder if that product really is the same as the one they bought last time, or the one they saw advertised. Your secret weapon for brand consistency? Great brand guidelines. Learn more about what your guidelines should include to make sure your packaging is an instantly-recognisable representation of your brand on every shelf 👇 https://lnkd.in/ecHkhWtR #Brands #FMCG #BrandGuidlines #Packaging #LOGOS

🌟Revolutionising A Category: A Marketing Masterclass with Greta Hammel 🌟 In the latest episode of That’s What I Call Marketing, I sit down with Greta Hammel, a marketing force who went from Cadbury’s to completely transforming the gluten-free bread market with Promise Gluten Free. Her journey is a lesson in how marketing principles can apply whether you’re working with a global brand or a small challenger. Here’s what you’ll learn: 🥖 The challenges of scaling a gluten-free bread brand — Greta talks about the moment she realised Promise Gluten Free could become a global player: “Coeliac consumers felt underserved… the bread was dry, brittle, and had to be toasted before eating. We knew if we could solve this, we could transform the category.” 🍫 Lessons from Cadbury’s Gorilla Ad — Learn how the courage and boldness behind one of the most iconic marketing campaigns influenced her approach with smaller brands: “Marketeers need to be brave… sometimes it’s about breaking all conventions to stand out.” 🍞 Creating a product that tastes like ‘real’ bread — Hear how Greta and her team listened to consumers, reformulated the product, and relaunched Promise Gluten Free to incredible success: “We grew by 250% in Ireland and 73% of category growth came from us.” Her insights on using consumer feedback to shape product innovation will inspire anyone looking to disrupt a market. 🎯 Marketing principles remain the same, even with fewer resources — Greta shares how applying the same strategies she used with brands like Cadbury and Mondelez helped Promise grow internationally: “The difference is precision. You don’t have the luxury of doing everything, so you focus on what will have the biggest impact. It’s about being laser-focused on the right consumer insights.” 🇮🇪🌍 🇨🇦 From Ireland to Canada’s #1 gluten-free bread — Greta dives into the huge opportunities she found in international markets: “In Canada, gluten-free bread was sold from the freezer. We saw a chance to bring fresh gluten-free bread to store shelves—and that move doubled the category!” Her team went from small-scale Irish bakery to a premium brand in over 3,000 stores across Canada, including Walmart. If you’re building a brand—big or small—you have to listen to this episode. From product innovation to category disruption, Greta’s insights prove that great marketing is about understanding your consumer and solving real problems. 🎧 Tune in and learn how Promise Gluten Free is redefining bread—and how you can apply these same principles to your brand. Listen to Greta's insights 🎙▶📻⏯🎙️ spotify: https://lnkd.in/eaHgqgvx apple: https://lnkd.in/eTuFttsq youtube: https://lnkd.in/eQkAuk6X This episode is in partnership with Cpl Marketing Recruitment Aoife Norton Assoc CIPD Keely Parsons Faye Constance Lorna Conn CDir #MarketingMasterclass #BrandGrowth #GlutenFree #MarketingPodcast #ConsumerInsight #BrandStrategy #internationalpodcastday #internationalmarketing #smallbusiness