Consumers went back to the brands that they trusted and grew up with, and brands like Cadbury have always had a big part of people's lives.Īll the things that were taken away we realised meant so much to us, and what we're seeing is that the role of treating and family occasions remain really important. What we also saw was that big, famous, heritage brands became more important. Treats were a moment just to take a little bit of time out to have reassurance. We were stuck at home, we didn't know what was going on, all we did know was that everything that we were seeing and experiencing was quite scary. We saw during COVID that treats became even more important to people. How has your experience been navigating the COVID rollercoaster over the last 18 months? ![]() Give employees the confidence to not always ‘look up’ to their leaders for direction. ![]() Embrace an agile mindset within the marketing team, especially when everything is changing so quickly.Brand messaging needs to be simple, authentic and backed up with facts. Consumers are being bombarded about sustainability every day. ![]()
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