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FMCG

Crisps and caviar: Why high-low food collaborations are a win-win for both brands

Crisps and caviar: Why high-low food collaborations are a win-win for both brands

Opinion: Self-published content
From truffle in Popeye's hot sauce, to a spoonful of caviar on a Pringle, high-low food collabs are proving a hit with consumers,... Read more
Todd Kaufman - 22/02/2024
Glass and a half of tears: VCCP’s rules for those Cadbury ads that hit you in the feels

Glass and a half of tears: VCCP’s rules for those Cadbury ads that hit you in the feels

Opinion: Guest Columnists
Chris Birch and Jonny Parker’s Cadbury ads always touch the heart. In such a jaded world, they explain why these earnest... Read more
Chris Birch and Jonny Parker - 05/01/2024
How to tell if your sustainability ad is a waste of energy

How to tell if your sustainability ad is a waste of energy

Opinion: Guest Columnists
Thomas Kolster’s back with some advice for Mars on sustainability comms.  ... Read more
Thomas Kolster - 13/12/2023
video
Some brands easily stretch into new categories, others don't. And I know why

Some brands easily stretch into new categories, others don't. And I know why

Opinion: Guest Columnists
Nick Liddell and the good folk at NB Studio have some advice for brands looking to stretch into a new category, complete with some very... Read more
Nick Liddell - 27/11/2023
Snoop Dogg blew PR smoke for a fire pit brand - did it work?

Snoop Dogg blew PR smoke for a fire pit brand - did it work?

Opinion: Guest Columnists
VaynerMedia’s VJ Anand looks at the biggest campaign of the week, Snoop Dogg’s fake abstinence from smoking, to ... Read more
VJ Anand - 23/11/2023
Can brands be bothered getting set up on yet another social channel?

Can brands be bothered getting set up on yet another social channel?

Opinion: Guest Columnists
James Hacking, founder and chief playmaker at Socially Powerful, explains the social fatigue in the agency world as part of The Drum... Read more
James Hacking - 26/09/2023
Stop asking women 'if they actually like whisky'; include us and see the rye ROI

Stop asking women 'if they actually like whisky'; include us and see the rye ROI

Opinion: Guest Columnists
Anna Hamill, global chief strategy officer and London MD at Denomination, sees a growth opportunity for drinks brands ready to stop... Read more
Anna Hamill - 14/09/2023
Does every x lead to gold? The best and worst of brand collabs

Does every x lead to gold? The best and worst of brand collabs

Opinion: Guest Columnists
Two brands hooking up is nothing new – Stan Smith and Adidas were kicking around together in 1965 – but these... Read more
Paul McEntee - 15/06/2023
Is FckOatly.com a genius brand strategy or a misguided bid to engage the haters?

Is FckOatly.com a genius brand strategy or a misguided bid to engage the haters?

Opinion: Guest Columnists
Love it or hate it, the decision to launch Fckoatly.com has attracted a lot of attention. Colleen Ryan, a partner at insights and... Read more
Colleen Ryan - 25/05/2023
State of the Nation: Vietnam’s ‘Unexotic Underclass’ make their mark with tech

State of the Nation: Vietnam’s ‘Unexotic Underclass’ make their mark with tech

Opinion: Guest Columnists
As technology unlocks the purchasing power of nearly three-quarters of Vietnam’s population who reside outside of cities, brands... Read more
Danielle Long - 26/02/2023
From Jeep’s groundhog to Tide’s montage, 5 plays for making Super Bowl ads great

From Jeep’s groundhog to Tide’s montage, 5 plays for making Super Bowl ads great

Opinion: Guest Columnists
What do the successful Super Bowl ads of the past have in common? From Jeep to Tide to Huggies, System1’s Tom Ewing explains why... Read more
Tom Ewing - 03/02/2023
If M&M’s Super Bowl 'spokescandies' stunt is just about ads, then Tucker Carlson has won

If M&M’s Super Bowl 'spokescandies' stunt is just about ads, then Tucker Carlson has won

Opinion: Guest Columnists
M&M’s reenlisting its spokescandies back into the middle of the culture wars had better have a payoff rooted in action versus... Read more
Andrew Graham - 27/01/2023
PepsiCo design chief: ‘The future of design is all about human-centricity’

PepsiCo design chief: ‘The future of design is all about human-centricity’

Opinion: Guest Columnists
Mauro Porcini, PepsiCo’s chief design officer, discusses how brands can embrace design strategically and emphatically going into... Read more
Mauro Porcini - 23/11/2022
Sustainability is more than a trend itself - but it's fueling tech trends for the foreseeable, says Make Honey

Sustainability will fuel the tech trends of 2023

Opinion: The Drum Network speaks
As we approach 2023, the trends influencing a new era of smart tech come at a tipping point for our industry and the planet’s... Read more
Mark Terry-Lush - 21/10/2022
Hybrid shopping is the new normal - here’s what it means for marketers

Hybrid shopping is the new normal - here’s what it means for marketers

Opinion: Self-published content
People are starting to adapt and settle into post-pandemic life. But when it comes to shopping, is the old way really 'normal',... Read more
- 23/09/2022
Merkle advise consumer goods brands on how to keep their approach fresh.

3 ways consumer goods brands can avoid 'commoditization'

Opinion: The Drum Network speaks
What does it mean to be a consumer goods brand today? Formerly reliant on brick-and-mortar stores before 2020, the industry pivoted... Read more
John Stauffer - 26/05/2022
Digital payments seek to provide greater security and safety for users when transacting online

What an effective e-commerce strategy in 2022 looks like for brands

Opinion: Guest Columnists
Zhou Junjie, the chief commercial officer at Shopee, explains that in order to build an effective e-commerce strategy, brands... Read more
Junjie Zhou - 18/04/2022
‘High and mighty’: Gillette’s ‘The Best A Man Can Be’ campaign from 2019

Inclusivity in advertising has gone wrong, but here’s how it can be fixed

Opinion: Guest Columnists
AMV BBDO’s Mike Alhadeff argues that inclusive advertising creative has so far failed to move past tokenism or condescension. Is... Read more
Mike Alhadeff - 14/04/2022
Moving forward, consumers will only demand more interactive and immediate online shopping experiences

Tips for brands navigating the e-commerce landscape in Asia

Opinion: Guest Columnists
As consumers grow increasingly accustomed to online shopping, they also increasingly demand immediate and personalized service, writes... Read more
Samba Natarajan - 28/03/2022
Frog name the retailers exploring innovation and embedding it into their physical spaces.

Re-imagining the retail store: the new, connected third place

Opinion: Guest Columnists
In town planning and sociology, 'third places' are the spaces that sit outside of the binary of our two main places: home and... Read more
Bruno Garcia - 17/03/2022

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