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By Stephen Lepitak, -

January 27, 2020 | 2 min read

Brand marketers are increasingly investing in technology to stand apart from competitors and make a difference to the lives of their consumers. Nowhere is this more evident than at CES in Las Vegas, where once again this year an array of big-name brands were demonstrating their investment in innovation.

The Drum spoke to marketing leaders from Asics, Coca-Cola, Impossible Foods and SAP at the world's biggest tech expo to hear about how they are implementing technology to deliver change.

“SAP is helping the world to become a better place because we see technology as an enabler,” said the company’s global chief marketing officer, Alicia Tillman. “There are so many companies that have a purpose and a mission and they are driven by values and want to lead by example,” she added before discussing some of the social good projects that SAP had undertaken recently around the world.

Explaining the purpose behind Impossible Foods was Jessica Applegren, its vice-president of communications. She disccused the brand's aims to eliminate the need for animals in the food system by 2035, replacing meat with plants using a key ingredient it developed itself called heme. At CES the company announced its latest product, Impossible Pork, and a continuing partnership with Burger King.

“Our intention is to give consumers exactly what they love about meat, but demand very little on their part,” she added. "If you are giving the consumer the same flavors, the same textures, the same pricepoint, the same health benefits and more as well as all the sustainability aspects as well, why wouldn’t you switch?"

Also interviewed about their tech innovations were Michael Mauser, chief commercial officer for Harman; Fiona Berwick, strategic planning, global marketing for Asics and Jaideep Kibe, vice-president of Coca-Cola. Watch the full video above.

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