Warburton’s latest campaign, Mad About the Bread, featuring Samuel L Jackson, is no different. The storytelling advert clearly positions Warbutons Toastie loaf as the authentic product – directly addressing questions of similarity with other products. Samuel L Jackson poses as Jonathan Warburton who has seen a social post suggesting other toastie loaves are basically the same as Warbutons. And he reacts in a classic Jackson angry rage.

The advert highlights the effort that goes into making the perfect Toastie loaf, ‘packed full of the bakery’s unique blend of wheat and 147 years of baking expertise’. SLJ teaches us all a lesson about quality wheat, Warburtons knowhow and some of its inventive product-testing techniques.

The supporting billboard campaign incorporates the actor’s distinctive personality and Warburton’s distinctive orange packaging with plenty of bread-related puns:

• It butter be Warburtons
• Don’t be fooled by deep bakes
• Just because it’s orange doesn’t make it Warburtons

We love this. It might be the best thing since sliced bread – sorry. In fact, that’s almost all that needs to be said. The use of celebs/famous actors in ads has a chequered past. The key is to magnify the things they are famous for, not just cast them because they are available. Direct Line and Harvey Keitel is a great example, and this works because it is full on Samuel L. and he is amazing at it. The joke is well made, nice baking executive, gets Hollywood A-lister to play him in ad to give it some added chutzpah. The way it’s shot, a fast-paced journey through the multiple reasons why all bread is NOT the same, is equally clever. It supplies all the reasons to believe that Warburtons is not the same as the own label products that are stealing its identity. Again, using SLJ might have been an excuse to miss out on these rational product difference, but heck, no… it’s the whole point of the ad. All this whilst still being very funny. Brilliant and we believe this commitment by brands to magnify their differences – with confidence – works.

Watch the TV campaign ad below or .

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Heinz Cheesy Beanz (Heinz baked beans mixed with Cathedral City cheddar) was developed after research by the company revealed that 47% of UK consumers thought that beans and cheese were one of the best food combinations. A survey of 2,000 UK adults, commissioned by Heinz, found that 64% of baked beans fans thought cheese made them tastier [January 2024].��

The partnership follows on from previous Kraft Heinz collaborations to expand the Beanz brand. In March 2023, Heinz collaborated with Absolut Vodka to launch a limited-edition tomato vodka pasta sauce, inspired by the viral TikTok recipe for pasta alla vodka.�� eck’s recent collaboration announcement with Bisto is a natural match made in heaven – what pairing could be better than sausages and gravy… but more than that, a gravy specially ‘designed’ for sausages. The Heinz example is from the same playlist. People have been putting cheese on their beans for decades, it is a long-established consumer behaviour… so why not provide a convenient all in one version that marries two great brands – Heinz and Cathedral City to deliver it with aplomb. Both examples prompt curiosity and potential for trial. They both create an opportunity to stand out in crowded category. Partnerships are becoming more valuable to modern brands. In part this is a result of the need to work with ever more speed and agility, in part because it gives consumers products that truly meet their needs and are distinctive.�� (We previously commented on the Weetabix and Golden Syrup collaboration.) More evidence that it is brands that drive innovation and growth.������

Find out more about the Bisto / Heck collaboration:

Find out more about Cathedral City / Heinz collaboration:

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The ‘Smoothie Lab’, launched last month and will be delivering a series of interactive workshops to give UK secondary school and college students an insight into the various considerations and choices that are made when developing a product.

The workshops will be exploring customer behaviour and analysis of branding strategies used by successful brands. Participants will be guided through the entire process via the construct of making a fruit smoothie – from selecting ingredients and assessing nutrition information and claims, to designing the packaging for their smoothie creations. Those who develop the best product and successfully pitch it to the group will get to blend their own recipe.

Anna Terry, Museum Director at Museum of Brands said “We’re delighted to work with our Ladbroke Grove neighbour innocent to bring this hands-on product development experience to our school and student visitors. Smoothie Lab draws on both the historical relationship of grocery brands and health in our 200-year collection, and the latest research and knowledge from nutrition experts at innocent”.

Helen Whitby, Head of Nutrition at innocent drinks, added “We’re on a mission to make sure more people can enjoy the delicious goodness of fruit and veg, and our new partnership with the Museum of Brands on the Smoothie Lab programme is a brilliant way to do that.”

The best brands think holistically and long term about their journey to build equity and mental availability. The challenging task of positioning themselves to be more relevant and more distinctive than the other brands in the category is about big steps and marginal gains. They have core values and support initiatives that go beyond the process of driving commercial advantage, immediate sales and medium-term brand awareness. This is small scale and will not change the world, but it is on brand and very Innocent. It puts the brand in a different environment. It is repeatable, positive and authentic. It ticks boxes….

Supports and important local charity/marketing institution ✅
Demonstrate the health qualities of your brand/product ✅
Engage with a new generation and make the brand fun and accessible ✅
Create an authentic initiative that will get positive coverage beyond those involved in Smoothie Lab ✅
Great example of What Brands Do… ✅

Find out more here:

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The creative ad pokes fun at the private label supermarket knock-off versions of Magnum available, making it clear that none of them come close to the real thing.��

Brands face a constant competitive battle with private label products. A cost-of-living crisis simply intensifies this. In general, this is legitimate commercial pressure that brands must live with. It is a debate for another day, but we must also reference that, too often, private label products stray into blatant, ‘parasitic’ copying that replicate visual assets that brands have spent many years and resources building. Such copying often misleads and manipulates shoppers and it seems reasonable that brands should get more legal protection than they currently have to resist this.��

Magnum’s response to the fact that all retailers have a Magnum copy in every store is bold. Ultimately, this is a quality play. A focus on the product and brand attributes – the benefits and reasons to believe – that demonstrate a Magnum is superior to the copycats. We love the attention to detail e.g. the cracking of the chocolate plus sound effect beautifully magnifies the experiential elements that build brand difference. Magnum knows it also needs to create an emotional connection – the product superiority messaging is wrapped up in a humorous human story.�� By the way, the posters are great too. Advertising core product truths and building emotional connection is what brands do. Tackling private label competition head on is what great brands do.��

Find out more about Magnum here:

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The rebrand will take place across the full product range, excluding the classic Lyle’s Golden Syrup tin which will retain its heritage packaging featuring a 19th-century illustration of a golden lion. The iconic green tin and golden lion logo holds the Guinness World Record for the world’s oldest unchanged brand packaging, having remained essentially identical since 1883.��

The image of a dead lion being swarmed by bees is to be dropped from the new branding with an image of a lion’s head and a single bee. The original logo includes the biblical quotation “Out of the strong came forth sweetness”.��

Brand director James Whiteley said the firm needed to show consumers it was moving with the times and meeting their current needs. “Our fresh, contemporary design brings Lyle’s into the modern day, appealing to the everyday British household while still feeling nostalgic and authentically Lyle’s,” he said.��

Helen Edwards, adjunct associate professor of marketing at London Business School, said the rebrand would help to reduce the risk of excluding potential buyers.�� “The story of it coming from religious belief could put the brand in an exclusionary space, especially if it was to go viral on X or TikTok. But hanging on to some of the original branding is a good idea as people tend to remember brands through visual codes – the green colour, the lion – which remind people ‘that’s the product I buy, that’s the one I like.'”��

This is interesting and unique. Not many brands could claim to be as closely aligned to their original Victorian identity as Lyle’s Golden Syrup. Whilst we suspect ‘modernising’ the brand has been a recurring point of discussion through the years, the decision to change the design must have been a seismic one. Brands take few bigger risks than undertaking major identity changes. Shoppers’ system 1 brains use symbols, shape and colour to short circuit their in-store choices. So, change, especially in a category that most consumers only buy occasionally, is not something to do lightly. Which is why the best brands regularly evolve and finesse their packaging identity to keep it relevant, but not so consumers immediately notice. We agree with @helen edwards… Lyle’s Golden Syrup had reached a point where the identity was potentially problematic and certainly not of our times. The new design has attempted to keep key elements and create a more accessible offer that aligns more closely with the current category codes. Keeping the original design on the classic tin was a good decision, even if it breaks the rules of matching luggage. This is not a typical scenario so it will be fascinating to see how it plays out.

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Coca-Cola’s European vice-president of marketing, Javier Meza, said: “Although the design change may sound simple, this is a big shift from a marketing perspective. This trial could contribute to longer-term changes to the way brands communicate with their consumers.”��

The aim of this trial is to make Sprite bottles easier to recycle and to reduce the use of packaging materials. However, it will also provide a test for the strength of consumers’ recognition of Sprite’s bottles, with branding on labels a key way to stand out on-shelf.��

This is so interesting and so controversial – endless blogs and LinkedIn posts have followed the announcement. Generally, the tone has been negative. We absolutely give kudos to the team from Coca Cola for trying this and at worst it will be a fabulous real-world test of the value of their packaging/identity. Only a great brand could try this with any meaningful purpose. We wish we could see the detailed data as it emerges. Our opinion is that they will revert to a green label soon enough, but what do we know! ��

The choice complexity of shopping; the challenges of navigating c.45000 products in c.45 minutes with a target of only c.45 of them ending up in a trolley; or of standing out in a fridge in a convenience environment in the micro-seconds someone takes to choose a beverage; alongside a general level of habit, disengagement and, frankly, boredom we all have with shopping makes us feel that the green label can only support a consumer’s attempts to find a product that meets their needs. Maybe, as the only brand without a label it will counter intuitively stand out… maybe… but does it deliver the long established and invested in symbolism and equity of the brand? Does it help a consumer, who uses less than a second at shelf, to select a beverage to choose Sprite…�� Let’s see.����

��

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Upfield’s new packaging puts an oil-proof, plastic-free, recyclable paper solution on supermarket shelves following a roll-out in Austria with Flora Plant-based spread in 2023, with additional European markets and brands to follow this year.��

The new paper-based tubs are made from compressed wet paper fibres and are waterproof, oil-proof and recyclable in local home paper recycling schemes. Unlike other paper packaging solutions, Upfield’s paper tubs do not have a plastic liner so they can be recycled along with other paper and cardboard household waste.��

As people increasingly look for eco-friendly choices, this brand innovation not only aligns with Upfield’s commitment to environmental responsibility but also leads the way in the category.��

Karina Cerdeira, Head of Packaging for Upfield, said, “This new paper tub marks a true milestone for sustainable packaging that significantly minimises reliance on plastic. We will continue pushing boundaries through further innovation to adapt for compostability, develop new sizes and formats, and refine towards the optimal solution. We hope what we’ve achieved inspires other businesses to keep pursuing positive change.”��

This is essentially a textbook example of what brands do. It exemplifies the ‘FMCG’ branded business model and highlights why we need it. This packaging innovation is part of an innovation continuum. Upfield innovated to help drive plant-based spreads into the mainstream when they stretched the Flora brand into a space it could legitimately go. No time to stand still – an effective brand is as close to a perpetual motion machine, or should be, as our world produces. They know that there will be competitors trying to steal share and own label products plagiarising their identity and investment to take a ‘knife-ful’ of a newish category. Like all brand teams, Upfield will be engaged in the relentless job of innovating to increase their relevance and distinctiveness/difference. This is a game of marginal gains, small steps and occasionally breakthrough leaps (the macro category move to plant based was one of these). This idea is an output of this ‘day job’ process. It ticks so many boxes that it deserves praise. It is relevant in supporting broader sustainability goals which will no doubt produce a category follower effect. It is brand relevant, with their consumers welcoming greener packaging. It is interesting enough to be worth communicating, with the message driving distinctiveness and improving stand-out at fixture, probably growing sales.

If brands did not exist, we are sure that paper-based packaging for spreads would have emerged… eventually. What would be a retailer’s motivation to invest, or be first? With the primary focus being on price, such innovation would limit their ability to match other retailers on price.

Conclusion: brand innovation rapidly accelerates the process of positive change, delivering more benefits and relevance to more people, faster. This then forces retailers and the category to catch up. This is not altruistic; it is how the model fuels growth. Thank you Upfield for delivering this simple example of what brands do.

��

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Reimagining the Past: “Generations of Generosity” TV Ad
Cadbury has launched a TV advert, “Generations of Generosity.” Beginning in 1824, it fast-forwards through two centuries, retelling the timeless story of a young girl gifting her mum a Cadbury Dairy Milk bar for her birthday. The setting subtly evolves with time, encapsulating changing technology and fashion, yet the emotional essence remains unaltered. This emotional reboot of a classic ad beautifully celebrates small, shared moments of generosity that Cadbury has been a part of throughout British history.��

Celebrating Shared Memories: “Your Cadbury Photos”
The campaign isn’t just about Cadbury; it’s about the people who’ve made Cadbury a part of their memories. “Your Cadbury Photos” features images submitted from family albums, showcasing people enjoying iconic Cadbury products over the years. These heartwarming images will grace billboards and campaign assets across the UK, reinforcing the brand’s connection with its consumers.��

Time-Traveling OOH Ads
Further paying homage to its rich history, Cadbury presents a series of Out-of-Home ads designed in the style of different eras. These ads celebrate iconic designs and retro artwork, invoking the spirit of previous campaigns and reminding consumers of Cadbury’s enduring presence throughout the decades.��

Limited-Edition Retro Packaging
Adding a final touch of nostalgia, Cadbury introduces Limited-Edition Cadbury Dairy Milk Bars featuring classic designs from various eras. These collectible designs showcase packaging from as far back as 1915, allowing consumers to reminisce and reconnect with the brand’s evolution. Additionally, Cadbury has partnership with Alzheimer’s Research UK with a £200,000 donation in pursuit of a cure for dementia and increased awareness of the condition. More information about the collaboration is available on Limited Edition Cadbury Dairy Milk Bar packaging.��

As Cadbury Senior Marketing Director Elise Burditt emphasizes, this anniversary is not just about marking 200 years; it’s about celebrating Cadbury’s enduring connection with the British public. The brand aims to demonstrate that the values it was founded upon in 1824 still resonate today, with a generous spirit at the heart of everything they do.��

Where do you start with a brand icon like Cadbury’s? If we are honest… all brands have marketing ups and downs. Periods of growth, periods of ho-hum and periods of challenge. Over 200 years, Cadbury’s will have experienced all three, but what the best brands do is make sure the good outweighs the indifferent and occasionally some ‘great’ comes along. Over the past few years Cadbury’s has been going through a period of great! (Kudos to Mondelez too for having the sense to understand the brand they had acquired.) Their Gold IPA Effectiveness Award in 2022 was recognition of some of the UK’s best brand building work of recent years. The emotional strength of VCCP’s creative and its connection to the product use/occasion and the established ‘glass and half’ message was enviably good. The commercial results were equally impressive. But what made this idea great is that, unlike some of Cadbury’s other famous ads of recent years, the idea behind it was big enough to sustain that acme of brand building – a long term campaign. The brand idea ‘Generous Instinct’ could run and run and… ‘Generations of Generosity’ may be a bit of a clichéd take on heritage but it works because the ‘generosity’ wrap round means it has strategic context and becomes part of a continuum. And that, dear reader, is how you build brands.

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Bacardi worked with glassmaker Hrastnik1860 to pioneer new technology that powered a glass furnace with hydrogen as its primary energy source, cutting the Greenhouse Gas emissions typically produced as a byproduct of glass bottle production.

During the trial, Bacardi and Hrastnik1860 produced the ST-GERMAIN elderflower liqueur bottle, which has a similar appearance to bottles produced using traditional methods.

The partners produced 150,000 of the brand’s 70cl glass bottles over the course of the trial. Hydrogen represented more than 60% of the fuel used for the glass furnace, reducing GHG emissions by over 30%.

“Piloting this lower carbon glass production is another example of Bacardi leading the industry in environmental best practice,” said Rodolfo Nervi, Vice President, Safety, Quality and Sustainability for Bacardi.

“We will take the learnings from the trial to help shape a pathway to hydrogen-fuelled glass production and create a blueprint for others to follow. It’s only through making change as an industry that we can bring significant change to our impact on the environment.”

Bacardi’s innovation sets a new standard for environmentally conscious practices in the spirits industry, investing in innovation to find new production solution to reduce the carbon footprint of glass production.

Like most categories, the spirits industry has its own set of challenges as it works to improve its sustainability. To simplify, brands have three factors driving this activity. First, most companies, and Bacardi is one, know that this is the right thing to do and they must play their part in what is a global concern. It may be easy to be cynical about such corporate responsibility but the best brands rarely sustain their leadership without being contributors to the world around them beyond the profit they generate. Second, they know that regulation and governmental input could and will increase. All responsible businesses are working to future-proof their ability to supply and maintain the quality cues such as premium packaging that are at the heart of brand building. Again, you could be cynical and accuse brands of doing it before someone makes them, but the third driver trumps this. Brands know that increasing numbers of consumers notice and care about the behaviour of the brands they choose. We know people are often inconsistent and make conflicting choices, but��especially��younger and more affluent audiences do not ignore this stuff. This keeps brands honest and aware they need to be part of the solution.. In this case, glass is recyclable, but its production is energy intensive. This is a cost and green issue. This example shows how brands need to innovate to win. It requires creative solutions, investment, partnerships, the consumer in the room and brand as part of the solution.��Bacardi’s new solution does all this.��

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