Nitin Manhar Dhamelia

‘Marketers taking a lesson from this should look to double-down on “the fundamentals” of “availability, building brand awareness, being priced right and having a good proposition”.’ I couldn’t have said it better! I’ve had management tell me repeatedly to ‘Create viral campaigns’ or ‘Be disruptive’ - but the fact is that even creating high levels of awareness and demand is built on a lot of background work, especially for Influencers… Fads are transient; it’s the fundamentals that help pull you through.

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Guinness 0.0 has surpassed Heineken 0.0 to claim the title of the UK’s biggest alcohol-free beer. Guinness 0.0 has seen its off-trade sales rise by nearly +110% to £33.2m in the past year [NIQ 52 w/e 13 July 2024]. Over the same period, Heineken 0.0 sales have only climbed by +4.2%, to £28.3m. According to NIQ, Guinness 0.0 overtook Heineken 0.0 at the end of March, based on 52-week rolling data, and has maintained its lead since. Rounding out the top five alcohol-free beers in UK retail are Peroni Nastro Azzurro 0.0%, Corona Cero and Beck’s Blue. A focus on product quality, marketing activations around rugby’s Six Nations Championship and Diageo’s work with retailers to grow the awareness of alcohol-free had contributed to Guinness 0.0’s rise. #beer #guinness #zeroalcohol #alcohol #beverages #diageo #heineken Lars Jensen Jean Noel Ortal Paul Villis Carol Dunne Gwyneth Kelly Michelle Osagie Gilles Halotel Ian Chesworth Erika Minaguchi Francois Sonneville Bourcard Nesin Jim Watson Stephen Rannekleiv Andy Crawford Mark Gallo John Craven Nuno Teles Stephen. O'Kelly https://lnkd.in/e7w5V6TM

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It has been a long time since I attended a top-notch marketing conference and MAD//Fest London did not disappoint. It was a seriously impressive event packed full of fantastic and thought provoking content, at a super-cool venue with fantastic food and great cocktails 🍹 3 things that struck me the most: 1. AI, AI, AI: all marketers need to understand and know how to use it; it’s not going to replace us; instead it can be an awesome co-pilot and will be especially useful for small businesses without big budgets. 2. The importance of marketing fundamentals: strong strategic direction, brand positioning and differentiation, balancing the long with the short term and seeing marketing as an investment in value and not a cost - ignore these at your peril. 3. It pays to support mental heath in the work place. For every £1 invested in supporting mental health at work, employers get an average of £5 back. Thanks Ian Maskell and @Luke Wilcox for the ticket and great company. #madfest24

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Brand Growth is crucial in the fast-paced world of #FMCG 🥗🍻. Understanding the tactics that drive key brands to maximize their channels is paramount for success. Colin Horan delves into how powerhouse brands like PepsiCo & Cadbury UK achieve this through OOH in collaboration with The Grocer. If you work with FMCG brands, this insightful article is a must-read! Clear Channel UK https://lnkd.in/eGHPqQRC

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83.2% of consumers in the UK want brands to represent a cause. That's why at Kind Currency, we believe that aligning your business with values, and key issues such as sustainability and inclusivity isn’t just ethical —it’s also strategic. Our platform connects companies with a growing community of conscious consumers, driving loyalty and real impact. Key Benefits of Joining Kind Currency👇: 💌 Enhance your brand’s reputation and trust 🤝 Increase customer loyalty and engagement 🍃 Contribute to meaningful social and environmental causes 📈 Ready to turn kindness into your competitive advantage? Join us and see how your business can thrive while making a difference. *Statistics sourced from Attest #SustainableBusiness #CorporateResponsibility #KindCurrency #Impact #BrandLoyalty

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PROMOTIONS ARE LIKE BAD CHOLESTEROL Sir Martin Sorrell, former Chief Executive of WPP once said “Brands should view promotions as “bad cholesterol” which boost sales but at a cost to brand health. In contrast advertising should be seen as “good cholesterol” which delivers sales whilst also maintaining profitability and brand equity.” The digital commerce equivalent would be Brands should treat Paid Search & promotions as “Bad Cholesterol” both of which boost sales in the short term at the expense of profit and loyalty. In contrast building relevance to a customer’s needs and missions along their digital shopping journey through portfolio, advertising, marketing and targeted digital retail media should be seen as “good cholesterol” which delivers sales whilst also maintaining profitability & brand equity and building customer engagement, experience and loyalty. A bit more of a mouthful, but then I haven’t spent 40 years at the helm of a global advertising giant. #digitalcommerce #ecommerce #cpg #cpgindustry #fmcg #fmcgindustry #digitalstrategy #digital

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Tesco x BBH London: 👏 + suggestion ⬇️🌍 👏 for your brilliant dismantling of visual identity, which sees only the famous blue chevrons retained and food photography (or ‘icons’) replacing letters T, E, S, C and O Icons are also codified so the first letter of each food corresponds to the letter it replaces. Very neat. 🌍 suggestion for V2 of the campaign: “climate-shade” the chevrons to visually show customers the difference in emissions embodied by each ingredient; greener chevrons underline A-rated (lower carbon) icons and redder ones underline E-rated (higher carbon) icons. Rather helpfully: T.E.S.C.O maps perfectly to A.B.C.D.E ⬇️ (Mock up is just an illustration and so obviously wrongly assigned but you get the idea.) Felipe Serradourada Guimaraes, Alex Grieve and Helen Rhodes if you added your creative brain powers, do you think something like this could work? ________ 👣 Footprinting visuals courtesy of Foodsteps. 🔔Campaign flagged as Ad of the Day in The Drum by Tom Banks - celebrated on here too by Mark McCulloch 🍌 For inspiring in me, an endless fascination in the carbon footprints of absolutely everything: Mike Berners-Lee Because every little helps.

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Every marketer wants to be successful, but do you actually know what truly sets great marketers and marketing teams apart from the rest? 🤯 Watch to hear some amazing industry experts from some HUGE brands (cough cough Tony's Chocolonely, Uber, Post Office Ltd, Cineworld Cinemas Ltd) give their insights on EXACTLY how to be successful in the marketing industry. 🤩 A huge thank you to these industry leaders for sharing your thoughts. Check out their profiles to see all the incredible work they’re doing in the industry… Mark Howard | Paul Wright | Natalie Nightingale | Carla Boyd | Seb Bardin | John Lyons P.S. Sign up to our newsletter where we share weekly tips, tricks and industry updates to elevate your marketing game. 💌 https://lnkd.in/eTMjTQGs #MarketingSkills #MarketingExpert #MarketingTips

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Food and drink brands are rapidly evolving. Nestlé is launching Vital Pursuit, a new way to stay in shape. The owners of Lean Cuisine have created a new range of portion-controlled, nutrient-dense meals. There's one small detail: Vital Pursuit targets Ozempic and GLP-1 drugtakers. This is a surreal plot twist in the story of food, health, and drugs. Here's the context: Obesity and Diabetes are at dangerously high levels. → We eat too much. → Billions in marketing dollars promoting super-sized, processed, sugary bad foods. → A lot of the 'health' stuff in aisles is still processed and full of sugar. → (Check out Sunna van Kampen TikTok for Tonic Health for more) Treating Diabetes will hit $75+ billion in the U.S. in 2024 and is expected to nearly double by 2030. Make money feeding you. Make money treating you. It goes deeper. Food and health are still a privilege. Berate McDonald's all you want, but it's one of the lowest-cost warm meals available, restaurants offering free wi-fi, and despite what the press says, toilets where the homeless can wash and sit. Ozempic is preventative. Endorsed by Oprah Winfrey. It suppresses hunger and the desire for high-fat foods. Novo Nordisk, the Danish pharmaceutical company behind Ozempic and Wegovy, is a rocketship: → Novo overtook LVMH to become Europe’s most valuable company last year → Market cap $605+ billion → 10x share growth in under ten years → A recent study shows 1 in 8 U.S. adults have tried a GLP-1 drug Here's the flip: Novo Nordisk is one of the biggest insulin manufacturers for Diabetes. It disrupted itself, cannibalising old revenue for new. What does that tell you? Nestlé has cottoned on. Vital Pursuit will initially offer 12 items, including frozen bowls with whole grains or protein-packed pasta, sandwich melts, and pizzas. Meanwhile: → Nestle's sales have fallen 16% this year → Market cap at lowest since 2019 → Suffering from inflation-weary consumer base → Will exclusively use social media to target Ozempic and GLP-1 users Nestlé sold its U.S. confectionary business in 2018. Vital Pursuit's branding is on the nose, prioritising the market press release. Evidence of a move to a healthier world, or just another drug to build food brands around? Stay gold. 🙏🏻

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Despite the pressures of inflation, innovation in drinks is still a priority for brands new and old, and we're seeing some great evidence of that in the drinking trends expected to dominate this month. Here's a quick snapshot from TredHunter that may be useful to the folks here in Aus wanting to know what's popping across the water. Which of these stand out to you the most? #drinks #innovation #beverages

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I am noticing a lot of non-GS1 compliant images emerging on Tesco marketplace. This example is not best practice and let me explain why... The word "chicken" off pack fails contrast and the weight statement 350g also fails, (I mean who can read 350g off the pack?? - TRY ON YOUR MOBILE!) So sadly this image despite all the effort in breaking rules isnt legible or mobile ready. I honestly doubt the Mars Petcare team would have allowed this, so it must be a third party listing it perhaps? #UX #ACCESSIBILTY #mobileready #ShopperExperience #Content

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If you missed my contribution to last night's episode of 'Waitrose: Trouble in the Aisles' on Channel 5 just hop onto this link ⬇. https://lnkd.in/ejUJYnuW #waitrose #premiumsupermarket #foodandbeverage #foodinsights #supermarketinsights #consumerhabits

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Systematic shocks shaking snacking …. BUT consumer closeness can surface the answers.   Ever since 2022 when the UK revamped its legislative approach to HFSS American CPG brands have had a close eye on how things have evolved across the Atlantic.   This has only intensified with President Biden’s hope to shake up food standards and particularly labelling on home soil. Something which remains high up the agenda with the upcoming election looming.   All this as the modern US cosmopolitan consumer is hit with a steady stream of GLP-1 adverts. It is no surprise it is reported that 1 in 8 adults have trialled the drugs. A craving suppressant that is chemically changing consumers relationship with snacking.   What a time to be at the helm of a CPG brand! Let’s be real. When it comes to this kind of nuance and complexity - no webinar or trip to Cannes can replace empathetic, contextual and behaviourally focused conversations with consumers. This was one of the driving forces behind the Brand Genetics consumer closeness program. In person, client <> consumer, behavior level conversations in context! Get out your office and into the shoes of consumers to understand the reality of change from the ground up vs brand down. Our NY launch is 1 month away, so still a last few places available. Find out more and sign up in the link in the comments.

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A very good article by Adam Leyland from The Grocer on Carlsberg Group bid to buy Britvic plc and the potential coming together of a leading alcohol and soft-drinks company. The next few weeks will tell if Carlsberg is successful in it's quest to acquire Britvic, but it does open the question will the beverages industry now see other similar moves in this approach to M&A activity? Will other leading beer companies look to follow the lead set by Carlsberg? Would a leading spirits company look to acquire a softdrinks company with a strong mixer and tonic range? For any beverages company, strategic and long-term growth is all about winning "share of throat" through having a strong and varied portfolio of brands and products to meet consumer needs across different occasions and need states. M&A activity offers the potential to do this quicker than through organic growth. Interesting times ahead! #alcohol #softdrinks #categoryblurring #occasions #beverages #Carlsberg #britvic Carol Dunne Gwyneth Kelly David Deeley Brian Short Sheelagh Pentony Lars Jensen Paul Villis Gilles Halotel Mark Allen Jerry O'Keeffe Ian Chesworth Sergio Saavedra Rodríguez Birgit Schaaf Erika Minaguchi Jean-Philippe Delforge Bourcard Nesin John Craven Joshua Schall, MBA Farrah Gilsenan Marc LEJEUNE Erlon Pereira Alison Wilkinson Declan Stack Mark Gallo Xavier Herrera Francois Sonneville Kristof König Jean Noel Ortal Magdalena Edyta Przewoźnik Barbara Lezzer Alison Van Houten David Walsh Stephen Rannekleiv

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Move over #craftbeer 🍺 🍻 here comes #indiebeer. Small breweries in the UK 🇬🇧 are ditching the term “craft beer” in favour of “indie beer”, warning that global corporations have bamboozled many drinkers into believing that formerly independent brands are still artisanal hidden gems. The Indie beer movement has been recently launched in the UK by SIBA, The Society of Independent Brewers and Associates In a survey by YouGov that marks a new phase of the bitter war over what constitutes “craft beer”, consumers were asked to say whether 10 beer brands were made by “independent craft breweries”. Corporate branding has been so effective that 40% of those surveyed thought that Neck Oil, brewed by Heineken-owned Beavertown, was independent, higher than genuinely standalone breweries such as Vocation, Fyne Ales and Five Points. More than three-quarters of those surveyed said they felt consumers were being “misled” because pints of Beavertown, Camden, and Fullers were actually made by multinationals Heineken, Anheuser-Busch InBev and Asahi respectively. There is a new indie beer campaign in the UK 🇬🇧 that includes a mark that will be used on beer pump clips, cans and bottle labels, as well as a website, www. indiebeer.uk, where consumers can check the credentials of their pint. #beverages #beer #indie #brewing #craft #Ale #realale Francois Sonneville Will Keating Paul Villis Ian Chesworth Daragh Cuskelly Aaron Gore John Craven Bryan Roth Andrew Wardlaw Andy Crawford Lars Jensen Carol Dunne Kate Bernot Alison Wilkinson Sheelagh Pentony Erika Minaguchi Angelica Schiavone Jean-Philippe Delforge Dave Infante Bourcard Nesin David Deeley Shane Long https://lnkd.in/e7kfZj8m

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My superpower is making complex things simple. In far too many situations have I gone into business trying to do 'all the things' and then (after much talking) got them to focus focus focus. How does this show up? 🫸Stopping NPD for a year >> 20% increase in profits and increased market leadership 🪜 Taking a staggered approach to launching new SKUs as 'exclusive' in lead retailer then using this to prove to others #takeitslow >> +20SKUs launched nationally taking leadership in new segment 🎯 Defining the customers we WON'T focus on =>> higher sales with existing customers = higher velocity = happy retailers = happy manufacturing 🔎Getting clear on our target segment (NOT a persona)... see below. --------- Strategy is about choices and what you say NO to. If you're feeling overwhelmed by #allthethings then drop me a line. I've got a super speedy 90 minute Fast Focus Session that is all about getting to the heart of a gnarly problem and focusing on the 'must do now'. Its intense, its fast, its not going to solve all your problems, it WILL give you clarity on the things to move the needle. Fiona Tomlinson Laura Feavearyear (DINZ) Kate Smith Lot Hawkins Barry Wylie

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