Javier Kölliker Frers

Authenticity in #BRANING. Expressing the soul of a brand is paramount. Companies must find the right balance between comercial efforts and brand building as consumers increasingly look for authentic products...

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This #EarthWeek and every day, Colgate-Palmolive remains unwavering in its commitment to drive social impact, help millions of homes and preserve our environment. This commitment is vital to our purpose to reimagine a healthier future for all people, their pets and our planet. As we celebrate Earth Week, I am proud to highlight some of our achievements that contribute to a more sustainable future and foster change in our communities: - Pioneering a first-of-its-kind recyclable toothpaste tube. Recently Stina Inc. announced that 90% of toothpaste tubes in the US now have designs compatible with the color HDPE bottle stream, a critical design milestone in the US on the journey to recyclability for plastic squeeze tubes. - Colgate-Palmolive has 36 TRUE certifications for zero waste in 21 countries across five continents. - Through our Bright Smiles, Bright Futures initiative, we've reached 1.7 billion children and their families in over 100 countries since 1991. - Hill's Pet Nutrition's work with NBCUniversal Local’s Clear the Shelters has helped facilitate over one million pet adoptions since its inception in 2015. These milestones reflect our ongoing journey towards reimagining a healthier world. Learn more about our commitment to the environment: https://lnkd.in/e3hsPhXA #Sustainability #EarthDay2024 

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When did YOU get bitten by the purpose bug? I was a bright-eyed ABM at Procter & Gamble sitting in our annual marketing conference listening to Oprah talk about finding her purpose and how OWN: The Oprah Winfrey Network, which she was just starting was going to be a key enabler. It was then that I knew I could use the power of the brands to not just deliver financial results but also deliver a positive societal impact and do so in a way that lessens our impact on the planet. After all, why shouldn't this be our daily objective as brand stewards? Listen now: ➡️ https://lnkd.in/eqs3kMkT #purposing #podcast #brandpurpose #brandimpact #socialimpact #brandsforgood #purpose #oprah #brandbuilding #wearekc

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Another fantastic experience at Philip Morris International's #Technovation event yesterday. It was great sharing the stage with my fellow panelist Diego Taboada for a deep dive into how consumer centricity is at the heart of what we do. At PMI, we have embraced a simple but powerful truth: no two consumers are the same. We recognize that no product is “one size fits all”—and that’s why every solution, whether heat-not-burn devices or other smoke-free alternatives, is shaped by the voices of our consumers. What stood out in the discussion? The importance of listening and adapting. As we lead the charge towards a smoke-free future, we are not just innovating for innovation’s sake. We’re innovating with purpose—driven by a commitment to offering a variety of alternatives that reflect the diverse preferences of people worldwide. Our success is not defined by one product or one approach but by the flexibility to meet consumers where they are, offering them choices that fit their lives. Thank you, Tommaso Di Giovanni, for joining our discussion reaffirming PMI’s belief that innovation starts and ends with the consumer. I’m excited about the future we’re building together—one that’s driven by a commitment to a #smokefreeworld. Oggie Kapetanovic Mykhailo Shurinov Nikolaus Ricketts Bryson W. Thornton Carla Younes

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It’s too good to see @Marcado Libre staying ahead of trends & continuously innovating in marketing approach. Also adaptable to changes in technology advancement and marketing dynamics to remain competitive. ✨🙌🏼 #mercadolibre #madovermarketing #brandidentity #success

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Here at Reckitt we have amazing ERG's. This week I will be showcasing the LGBTQ+ERG and had the pleasure of catching up with David Sánchez Carvajal 📣 Describe what your ERG does? We aim to create a work environment where everyone can be themselves, express them freely and be proud of who they are. We create spaces for everyone to learn, to spark conversations, to educate in topics that are less discussed or talked about. We organise events that covers from being a parent as a LGBQT+ person to LGBQT+ History (Stonewall, queer literature, art…). 📣 Explain the types of events that you get involved in? We organise events to discuss different topics: representation in media, queer authors that inspires us, LGBQT+ history, LGBQT+ rights and challenges across the globe. We also organise social events where we get to know each other. Lunch together, Pottery session… So we can get to know each other in different environments and create impactful, nurturing and supporting networks. 📣 Why are you passionate about this ERG? I love making an impact for the community. I enjoy the chance to hear people’s opinion. What is happening within our community, how we are struggling, what we can do to improve visibility, to celebrate diversity, to give voices to those who can’t be heard or are usually ostracized because they are not following the norm. I think it is always important to remind this. As people will take rights for granted and some values as a commodity. 📣 If someone was interested in working for Reckitt, what would you tell them? I would say, Reckitt is a company where you can thrive and grow. Where you can make an impact. Also Reckitt values are aligned with our ERG: We exist to protect, heal and nurture. We are really committed to social causes as we always say: We do the right thing, always and act responsibly and with integrity. So it is always important to remember rights need to be fought for and we need to inspire others and make changes and stand against unfairness. We can’t forget any of this. 📣 What’s your favourite Reckitt product? My favourite Reckitt Product is Air Wick Essential Mist Diffuser. It feels really nice to smell the scent in the room. It is subtle but at the same time it is nice to feel the room smells nice. Can you share a brief overview of you Reckitt journey? I have been working with Reckitt for almost 3 years now. I joined the Safety department and I am still in it. I feel I have grown a lot during this time. I have met amazing people that I can call my family and I feel I have support from them. I feel I have grown a lot as a person as well as professionally in Reckitt, thanks to my colleagues.  #erg #reckitt #LGBTQ+ #proud #freedom

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Our latest Integrated Report showed, amongst many other things, how far we have come toward achieving our purpose at Philip Morris International: to completely replace cigarettes with #smokefree products in a responsible way.🚭 Following the release of the PMI Integrated Report 2023 last month, I am delighted to share the Top 10 Takeaways from the report. Here are a few highlights with data as of the end of 2023: 🌍 84 markets where smoke-free products are available for sale 📈 33 million users of PMI smoke-free products, including 28.6 million IQOS users 🚭 98% of total shipment volume covered by youth access prevention programs 🚚 28% shipment volume decrease for our combustible tobacco products ♻️ 320,000 smoke-free electronic devices refreshed or repaired since 2021 Our goals mean nothing without action, and our action means little without transparent reporting. Our journey is powered by case studies and market stories that show real impact and highlight how PMI affiliates worldwide are critical to achieving our sustainability goals. We are committed to sharing measurable results towards our vision of achieving a #smokefreefuture and I am thrilled to see how much progress we have made. Bravo to those who have continuously and passionately taken our journey forward, keeping the planet and those on it at the core of our aspirations.💪 #PMI #Sustainability Jennifer Motles, Emmanuel Babeau, Bin Li

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SIR MARTIN SORRELL at Cannes Lions International Festival of Creativity Known for his precision and unfiltered opinions, Sir Martin Sorrell shares his vision for the future of the marketing industry in a recent Forbes México interview. As always, he speaks candidly, expressing his thoughts and predictions for an industry he has led and shaped for decades. Takeaways * AI Transformation * Sir Martin underscores AI's pivotal role in transforming marketing. "AI is not just a tool but a fundamental change agent for our industry," he states. He criticizes the industry for not fully embracing AI, noting, “Very few agencies are producing real products with AI. They are focusing on promotional videos, but where’s the meat?” * Global Economic Shifts * Reflecting on economic changes, Sir Martin notes, "The global landscape is shifting, and businesses must navigate these changes with agility." He highlights the potential of regions like Latin America and the importance of nearshoring, particularly for countries like Mexico, without foreseeing a global economic turmoil around the corner. * Main Transformations in Marketing * Driven by data and technology. "Data is the new oil," Sir Martin remarks, emphasizing the shift towards data-driven strategies and the need for businesses to harness data effectively, always recognizing the essence of “advertising is about create brand for the long term” * Creativity in the Digital Age * Sir Martin passionately discusses the fusion of technology and creativity. "The fusion of AI and creativity can lead to unprecedented levels of innovation," he asserts. He stresses the importance of integrating AI to enhance creative processes and drive impactful campaigns. * Challenger Personality * Known for his outspoken nature, Sir Martin addresses industry challenges with bold opinions. On Elon Musk's stance on AI, he counters, "Elon Musk came here and said we would be displaced. He said the advertising industry was doomed. I disagree; we are facing disruption, not doom." Video: https://lnkd.in/dYufgkQe Column: https://lnkd.in/dArXaSPw #Marketing #AI #Leadership #Innovation #Forbes #Interview #SirMartinSorrell #GlobalEconomy #Creativity #CannesLions

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To envision success, you have to first overcome the hurdles. This episode, which in case you missed it is part 3 of 5, takes us back to the moments before IQOS launched for the first time, 10 years ago. It features our problem-solvers who not only saw the IQOS vision, but also had the grit to navigate through the ups and downs. Watch and enjoy 📺 #Innovation #Smokefree

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Here’s How Coke is Using AI with HI In a world obsessed with change, The Coca-Cola Company a brand synonymous with tradition, is undergoing a radical transformation. Javier Meza, Coca-Cola's European CMO, sees the key to future growth in a powerful combination: AI and human ingenuity. Coca-Cola is leveraging AI for everything from creating marketing materials to understanding consumer preferences. This emphasizes that AI should be used to amplify human creativity, not replace it. From Static to Dynamic: How Coca-Cola Leverages Data for Growth Coca-Cola is ditching the "one-size-fits-all" approach and embracing a "dynamic" data-driven segmentation model. This allows them to target the right audience with the right message, maximizing return on investment. This data-centric approach is especially important for reaching younger generations like Gen Z. Forget Playbooks: Embrace Transformation as a Mindset There's no magic formula for transformation, says Meza. It's about fostering a culture of continuous learning and embracing change. Coca-Cola revamped its entire agency structure and internal teams to achieve a more "connected experience" for consumers. This includes live events, digital experiences, and strategic partnerships. #ChangeManagement #MarketingTransformation #Culture #AI #CPG #FMCG #MarketingStrategy #GenZ https://lnkd.in/d3FUujZK

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This took me back to early '00s in Greece when we used to give +20% free product of our snacks to consumers during pre-Easter fasting, capitalizing on positive consumption seasonality. It was so successful in post metrics that eventually became a yearly trade campaign. Some best practices never age 🙂. However, now the driver is different but still an easy way to reward loyal consumers and not only. Brands have to give back a lot of the value created by 'shrinkflation' over the past 2 years. And consistency will be key to rebuild trust of dissatisfied shoppers who switched to cheaper alternatives or reduced overall consumption. #marketing #product #brand #value #shrinkflation #inflation #shoppers #consumers #trade #Lays #Ruffles #Doritos #PepsiCo

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Dealing with market disruption is crucial in business. Anticipating challenges and preparing contingency plans can minimize the impact of uncertainty. Adopting relevant strategies and demonstrating professionalism enables teams to make key contributions. Companies and their marketing and PR teams can position themselves to overcome challenges, turning threats into growth opportunities. #Marketing #PR #BusinessStrategy #resilience#leadership

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A recent study by Kantar reveals that 75% of consumers say that a brands diversity and inclusion reputation influence their purchase decisions. I am delighted to announce that Dove has been ranked by women across the globe as the world’s most inclusive brand on Kantar’s new Brand Inclusion Index, alongside being chosen as one of the Top 4 most inclusive brands among all populations. To be recognised as one of the world’s most inclusive brands is such an honour. For over two decades Dove has showed the world what beauty looks like when it’s real with the Campaign for Real Beauty. Dove’s continued investment in purpose has demonstrated growth whilst delivering social impact at the same time. Inclusion is at the heart of everything on Dove. Whether that is who we decide to partner with, how we cast for our ads and social content and the voices that we amplify. Dove is constantly evolving campaigns to reflect the current realities and threats that women and girls face and just renewed the vows to Real Beauty, committing to never use AI in any of their ads to represent real women. This award highlights how women recognize the brand as a global leader setting the gold standard for inclusive marketing. It’s a truly noteworthy achievement that demonstrates a commitment to staying culturally relevant. #Dove #BrandInclusionIndex #Kantar #LetsChangeBeauty #DoveSelfEsteemProject #UniquelyUnilever

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There is a tremendous opportunity for brands and retailers to target Latin consumers in new ways that drive their business, and in my interview with PDG Insights Founder Diana Leza Sheehan, we touched on some of these opportunities that were uncovered by the company's recent U.S. Latino Pulse Study. The U.S. Latino market is comprised of 65 million people and is growing faster than any other group. It has $3 trillion in buying power - a number that is on track to more than double in coming years. Over 70% are under 45, so are coming into their spending power and having kids, meaning they will continue to be a powerful market for many years. U.S. Latin consumers place a lot of value on authentic, independent Latin retailers, particularly local stores. According to PDG Insights, more than 70% would be more likely to choose a Hispanic indie grocer over a national retailer if the indie retailer's store is closer. For larger chains looking to tap into this market, it's important to offer something authentic and that feels connected to their cultural identity. Some retailers, like H-E-B in Texas, Associated Supermarket Group in NYC, and Publix Super Markets in the Southeast are great at bridging the gap between original authentic Latino-focused experiences while also catering to the general population consumer. Latin consumers also prefer retailers that are very focused on the community. When it comes to brands, Latino consumers are looking for products that they recognize, that are tied to their culture, and that they grew up with. You'll find more details below in the video below, which is an excerpt from my full interview with Diana. For the full 16-minute interview, in which we give our take on our personal experiences as kind of Latin consumers ourselves (Diana's family comes from Mexico, and I have family from Puerto Rico) as well as some additional findings from the study, click the Youtube link in the comments! By the way - you may recognize Diana from one of the many presentations she has given both at ECRM Sessions as well as other events on behalf of some market information providers. She launched PDG Insights to unlock cost-effective consumer insights to craft retail sales narratives and brand strategies. If you are an emerging brand looking for insights to help with your buyer pitches -- drop her a line! #consumerinsights #hispanicconsumers #retail #cpg #ecrmrangeme

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Earlier today Unilever announced its Q3 financial results which show positive impact from scaling fewer, bigger innovations across our markets. In Personal Care, we delivered volume-led growth with underlying sales up 4.4%, driven by volume up 3.1% in the third quarter of 2024. The star performer was Deodorants. Latin America led growth with double-digit volume, while Europe and North America saw mid-single digit increases. Dove continued to grow with both its core women and Dove Men+Care ranges, including our expansion into the whole-body deodorants market. Axe and Rexona also continued to grow, with the ongoing success of our fine fragrance and clinical ranges. Skin Cleansing showed solid performances in both Europe and the US. This was led by the relaunch of Dove body wash in Europe and our premium range infused with skincare serums in the US. Our Oral Care category grew, with mid-single digit growth in Europe. A big thank you to everyone in the Personal Care teams for delivering these results. 👏 Find out more about Unilever and Personal Care results here: https://lnkd.in/d-ymxMsy  #UnileverResults

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🌟 Unlock Your Potential, Latina Women! 🌟 Earlier this year, I embarked on an incredible adventure as a mentee with Good Latinas for Good / Latinas do Bem. Let me tell you—it’s been nothing short of fascinating! 🌎✨ 🔍 Reflecting on Career Goals: My mentor, Patricia Winge Nogarolli has been my guiding star. Together, we’ve delved into my aspirations, dissected my career path, and fine-tuned my goals. 🌱 Inspiring Leadership Ideas: Patricia’s wisdom knows no bounds. She’s sprinkled my journey with brilliant leadership concepts—ideas that ignite my passion and fuel my ambition. 🌏 Thinking Big, Always: We’re only halfway through the program, and already, Patricia has challenged me to think beyond limits. 🤝 The Power of Community: Good Latinas for Good unites Latinas across continents. It’s a vibrant community where support flows freely, connections thrive, and dreams take flight. 📅 Mark Your Calendar: More information about the fall program will be available in June! 🍂🗓️ Don’t miss out—visit the website, follow the LinkedIn page, and get ready to unlock your potential. 🌟🔓 #CareerDreams #GL4G Remember, every journey begins with a single step. Let’s walk this path together! 🌟🤝📈

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In the 10 months since we launched Unilever's Growth Action Plan, we have focused on driving high-quality sales growth and gross margin expansion, led by our increased focus on our 30 Power Brands. Supported by strong and scaled innovations, these brands – which include Dove, Knorr, OMO, and Sunsilk – delivered volume growth of 4% in H1 2024 and now account for ~75% of our turnover. In the first half of 2024, we increased brand and marketing investment by nearly €700m and allocated 85% of it to our Power Brands. Our goal for these brands is centred around ‘unmissable superiority’; ensuring they are superior to all other brands available. We are already making progress, sharpening our approach within specific areas of the ‘6Ps’ (product, packaging, proposition, promotion, place and price) and taking the actions necessary to drive stronger brand performance and win market share. Read more here: https://lnkd.in/epXWFA8C

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