Marketing strategy

An opinionated commentary on brand packaging and promotional approaches.

Members only

Marketing strategy

The stars align for Calvin Klein

The new smash-hit Calvin Klein campaign that's 44 years in the making.

Marketing strategy

This Christmas Coca Cola presents 'The Note'

Coke's The Santa Stories come alive with the second film in their Christmas series.

Case studies

Fishwife | beautifully-tinned fish

What if...tinned fish was positioned as a luxury product, yet sold at an affordable price?

Marketing strategy

Tesco presents #BecomeMoreChristmas

Tesco create a bizarre ad for Christmas 2023.

Marketing strategy

Amazon are coming for Christmas

This Christmas - and every one after - local retailers will be sharing the stage with the world's 3rd biggest brand.

Members only

Marketing strategy

Allan Gray suggests that everything comes around

South Africa's financial services giant, Allan Gray are back with a new, showstopper of a TVC.

Marketing strategy

An iconic yellow bag drives JD Sports' Christmas forward

A simple yellow bag is all that's needed to turn this edgy film, into an effective piece of branded communication.

Marketing strategy

Lidl Christmas ad 2023

The discount retailer tries to capture hearts with a little forest critter.

Marketing strategy

John Lewis Christmas 2023...featuring...a new Andrea Bocelli song

What's the verdict on the most anticipated Christmas ad of 2023?

Marketing strategy

TK Maxx Christmas 2023 with a classic from Eve and Gwen Stefani

'Drop your glasses, shake your ...'

Marketing strategy

Sainsbury's Christmas 2023 ft Rick Astley

The 80s music icon is back.

Woolworths show how they do it

Looks like it's back to quality for the premium South African retailer.

Marketing strategy

M&S Christmas Food ad 2023

M&S heading casually into Christmas 2023 thanks to a pair of mittens.

Marketing strategy

ASDA turns to Incredibublé

ASDA make a great ad for Christmas 2003.

Marketing strategy

Waitrose | It's time for the good stuff

Waitrose releases their Christmas 2023 ad.

Marketing strategy

For South Africa, from South Africa

The 2023 Rugby World Cup may be over, but the #StrongerTogether national campaign has only just begun.

Marketing strategy

Airlines using fine dining as a differentiator

Giving travellers a taste of their destination before they get there.

Marketing strategy

Ahead of the clash between the Springboks and Ireland

It's 'bomb squad' versus 'brotherhood'.

Marketing strategy

The Secret of Drip

Super cool coffee cafe in Tokyo turns out to be an experiential promotion.

Marketing strategy

Madonna, Robert Palmer, Britney Spears and Tina Turner make a comeback for Pepsi

Turning 125-years old has given Pepsi a good excuse to wind back the clock

Members only

Marketing strategy

The Checkers Sixty60 delivery bike is smart brand building

Might Checkers Sixty60 have successfully reimagined an old supermarket promotional tactic?

Marketing strategy

Jameson x Dickies collaborate

Crafted together - a collaboration celebrating the joy of making things.

Marketing strategy

Poppi - how a drinks start-up is building its social capital with Gen Z

Many brands just 'don't get the Gen Z crowd', but they are their future customers.