Leandro Barreto

I had the distinct pleasure of sitting with Kantar BrandZ for an in-depth conversation about global brands through the lens of PepsiCo's iconic portfolio -- what makes a brand valuable, the role of brands, how to stay relevant, deploying distinctive assets in a consistent and connected way, how the best-of-the best do it and so much more. I believe brands have a bigger role to play than before and at PepsiCo we talk about Positive Brands. We want to inspire people to make better choices for them and the planet. We are developing programs that leverage the scale and power of our brand marketing to accelerate our sustainability journey and connect with consumers. And we recognized brands are only relevant to people to the degree that they connect to something meaningful in their lives; something bigger that connects to core human needs like community, security, control, connection, enjoyment, etc. When it comes to deploying distinctive assets, we have to be very humble as marketeers. Memory structures, distinctiveness, brand meaning is built over generations. As marketeers, we stand on the shoulders of the giants that went before us. I'm very humble to the generations of incredible marketeers who have built these brilliant brands. Thank you Kantar for recognizing PepsiCo in the BrandZ Top 100 Brands Global Report 2024. Check out the full conversation: https://lnkd.in/eE3mtGxZ #PepsiCoProud #BrandZ #Kantar

105

Are refills a non-starter in the consumer packaged goods market. @thegrocer reports that Freshways has radically overhauled Milk & More since acquiring the business last November, with a shift towards more mainstream brands and the removal of most products in its much-vaunted refill offering (Source: The Grocer 'Freshways dismantles ‘farm shop on wheels’ in value push' https://lnkd.in/e3iWk2rs). Some of the challenges of refill (albeit looking at the luxury sector) are explored in this article: https://lnkd.in/ehDdG62W

1

📈How can you be Meaningfully Different to More People? Join this 8-min conversation with Heineken's Global CMI Director, Tony Costella, and Kantar’s Jane Ostler, as they discuss how #Heineken maintains differentiation in mature and new markets and continues to thrive as a leading alcohol brand, with great success in premiumisation for their category. Discover the routes they’ve explored to achieve it and how they operationalise Be Meaningfully Different to More People through #innovation, #distribution and #customerexperience. Kantar’s data shows that being Meaningfully Different to More People commands 5x penetration today and real advantage in penetration growth over the next two years. To find out more about the Blueprint for Brand Growth: https://lnkd.in/g2F2tA-V #BeMeaningfullyDifferenttoMorePeople #BlueprintforBrandGrowth

2

Another great article from #thinkwithgoogle, this time with Aude Gandon, Global CMO of Nestle. I highly recommend you read her views across a range of marketing areas, and two points I subscribe to, based on the data and evidence, are: 1. "We’ve got to be more entertaining. Today, we are in the entertainment business". The evidence in Ipsos data sets and our #misfits book points to this universal truth, yet time and again I see ads that have a singular objective to communicate claims and information. This is a big consistently missed opportunity for more effective creative to drive more media efficiency. 2. "AI can never replicate the elusive magic of human creativity. The human touch will always need to be there". Like any technology, AI is a tool and it can only amplify creativity and effectiveness with the right Human Intelligence/HI. This is a core Ipsos principle in our measurement solutions, that we deliver the incremental value of HI + AI to get to bettet decision-making. A great article and set of perspectives from Aude, and a recognition that we need to embrace the opportunity of HI + AI, while not forgetting the true essence of creativity and effectiveness. Michel Guidi, Louise Harrison, Arnaud Debia, Aurelie Jacquemin, Mathieu Reboul, Steve Spicer, Sonia Belgacem #ai #creativity #effectiveness #misfits

12

Last year we reported the second highest growth for the #FMCG industry in the last decade, which meant more growth in the last three years than the previous seven. How did the industry perform in 2023? Did it accelerate? Did it slowdown? Find out tomorrow in our latest #webinar 'Omnichannel 2024', where we explore the latest industry and channel trends. Link below 👇 https://lnkd.in/dQJRs95G Worldpanel by Kantar #omnichannel #cpg #cpgindustry #ecommerce #growth

9

Double Jeopardy, the most renowned #marketing principle, isn’t universally precise for all brands and categories. Why? Because penetration is merely an outcome. Our analysis, spanning five years during the COVID-19 pandemic and high inflation, reaffirms that the relationship between a brand’s penetration and its frequency holds true. However, pinpointing a highly predictable estimate for an individual brand within a specific category is more challenging than commonly acknowledged. Read the full #thoughtleadership article from Paul Murphy and Steven Burr 👉https://lnkd.in/dm_BnVYV Worldpanel by Kantar #fmcg #consumerbehavior

12

📈How can you be Meaningfully Different to More People? Join this 8-min conversation with Heineken's Global CMI Director, Tony Costella, and Kantar’s Jane Ostler, as they discuss how #Heineken maintains differentiation in mature and new markets and continues to thrive as a leading alcohol brand, with great success in premiumisation for their category. Discover the routes they’ve explored to achieve it and how they operationalise Be Meaningfully Different to More People through #innovation, #distribution and #customerexperience. Kantar’s data shows that being Meaningfully Different to More People commands 5x penetration today and real advantage in penetration growth over the next two years. To find out more about the Blueprint for Brand Growth: https://lnkd.in/eYrBEPKb #BeMeaningfullyDifferenttoMorePeople #BlueprintforBrandGrowth

9

#Collagen craze! Check out the Amazon US skincare review ranks below 🔥(The list still includes 10 more top products!) TATCHA The Dewy Skin Cream: Rich Cream to Hydrate appears to be the most expensive product entering the top 30 at $72 USD, while the most affordable is the Hydrocolloid Acne Patches by Peach Slices at $4.88 USD. What kinds of trends would you like to see more of? 👀 See the full report here : https://lnkd.in/g7QccrbB #amazon #skincare #beautyindustry #beautytrend #ecommerce #data #beauty #marketing #marketingstrategy

1

📈How can you be Meaningfully Different to More People? Join this 8-min conversation with Heineken's Global CMI Director, Tony Costella, and Kantar’s Jane Ostler, as they discuss how #Heineken maintains differentiation in mature and new markets and continues to thrive as a leading alcohol brand, with great success in premiumisation for their category. Discover the routes they’ve explored to achieve it and how they operationalise Be Meaningfully Different to More People through #innovation, #distribution and #customerexperience. Kantar’s data shows that being Meaningfully Different to More People commands 5x penetration today and real advantage in penetration growth over the next two years. To find out more about the Blueprint for Brand Growth: https://lnkd.in/eVAX5W6Y #BeMeaningfullyDifferenttoMorePeople #BlueprintforBrandGrowth

10

Hear what Kantar's Jane Ostler has to say about LINKAI: Ads’R’Us or Ads’Aren’t’Us? The new Toys’R’Us Sora-generated brand film has received much criticism and commentary since it was premiered in Cannes last week. It shows the origin story of its founder, Charles Lazarus, as a boy, with the giraffe brand icon guiding him through galactic toy-type adventures. There are undoubtedly some uncanny valley moments as the boy’s face morphs throughout, and some of the animation sequences don’t seem to link together very well. But is it all bad? We ran this GenAI film through LINKAI, our advanced creative development solution trained on hundreds of thousands of ads assessed by real people. It didn’t do too badly. It’s fairly well-branded, and scores OK in most creative metrics. It’s impactful (74th percentile) because it’s enjoyable and well branded. It’s likely to build the brand in the long term (Power Score 74th percentile). Its Persuasion score is average (55th percentile) - a miss because it means it’s not predisposing people in the short term. Although it’s created from a child’s POV, it’s probably targeted at the parents, who may not spot all of the oddities. I think the music is a problem. With the filmic opening sequence it could have done more to grab attention - a recognisable track may have helped. I also wonder if films should disclose that they are Generative AI-created (like hashtag#ad for influencers, which they still omit to add with frightening regularity - one for fans of the ASA weekly email). As a brand that’s been liquidated and has come back to life, this is an opportunity for a Phoenix-like execution and needs to make its mark. The fact that it’s AI-generated has itself led to lots of PR. The best edits were chosen (presumably by humans) so there may have been some real duds behind the scenes. Verdict: not as bad as you’d think, but could be better. It’s clear that AI is getting there. Interested to hear your views. hashtag#generativeAI hashtag#ads hashtag#marketing

5

📈How can you be Meaningfully Different to More People? Join this 8-min conversation with Heineken's Global CMI Director, Tony Costella, and Kantar’s Jane Ostler, as they discuss how #Heineken maintains differentiation in mature and new markets and continues to thrive as a leading alcohol brand, with great success in premiumisation for their category. Discover the routes they’ve explored to achieve it and how they operationalise Be Meaningfully Different to More People through #innovation, #distribution and #customerexperience. Kantar’s data shows that being Meaningfully Different to More People commands 5x penetration today and real advantage in penetration growth over the next two years. To find out more about the Blueprint for Brand Growth: https://lnkd.in/dC7b_mHJ #BeMeaningfullyDifferenttoMorePeople #BlueprintforBrandGrowth

12

Liz Buchanan <> The CPG View On this week's podcast, "Pioneering the Future of CPG Data," on The CPG View featuring Liz Buchanan, President, North America at NielsenIQ. Liz covers the following key points: 🎯 Leadership and Market Evolution: Liz emphasizes her transition to leading Nielsen IQ's North American business and the dynamic changes in the market, highlighting her extensive experience and the company's adaptive strategies. 🎯 Data Activation and Value: A major focus is on making data "activation ready" by ensuring it is comprehensive, granular, and useful for driving business outcomes, particularly in retail environments. 🎯 Customer-Centric Approach: Liz shares the importance of understanding and addressing customer needs through modern data access methods, personalized insights, and maintaining high standards of data stewardship and privacy. Tune in to gain insights on new data strategies, AI tools, and market trends shaping the CPG industry on The CPG View. 🚀🌟 Full Podcast Link (Apple, Spotify, Google, etc): 🎧 https://lnkd.in/eEqXpSB6 #ecommerce #digital #omnichannel #strategy #success #cro #ceo #leadership #cmo #cdo #retailecommerceclub #cpg #privateequity #playtowin #thecpgview

36

2 Comments

The #SephoraKids have taken over! There's lots more to the Gen Alpha story so do get in touch if you would like to hear more about our 30-minute complimentary report

6

Its not just brands that lose buyers, the average category loses 1 in 3 buyers year-on-year. Not surprisingly, as with brands, the level of leakiness is closely related to the purchasing frequency of the category: In frequently purchased categories (more than ten occasions in a year) 1 in 7 buyers does not rebuy in the next year, whereas in infrequently purchased categories (less than five occasions in a year) just more than half of the buyers return. Read the full article from 👉 https://lnkd.in/eUJCNkFB Worldpanel by Kantar #consumerbehavior

5

Sign up now if you haven't already! Our April edition features evidence-based articles, reports and a webinar about: - Your evidence-based framework for Brand Growth | Webinar oncoming - Kantar BrandZ Most Valuable Brands 2024 reports from Brazil, Italy and Netherlands - The debate around impact of repeated ad exposure - How to avoid your brand being inadvertently tarred with the 'Greenwashing brush' - Kantar Creative Effectiveness Awards 2024 - 🎧 Podcast of the month | Connected Innovation: How to innovate differently - 📈Chart of the month | Tesla vs Mercedes: Fast-tracking growth through meaningful difference 👉 Join 100,000+ subscribers and stay up to date with the latest thinking from our experts - it's free!

13

And this is this time of the year again… Time for an incredible week of creativity at Cannes Lions International Festival of Creativity So, no better time to reflect and remember great campaigns we developed with our agency partners in the past few weeks. One that is very close to my heart is our #MyHairAMiModo campaign. A campaign that embodies the special meaning and privilege it is to work on Dove. Giving us the opportunity to challenge stereotypes and redefine Beauty. Recent Dove research uncovered that 9 in 10 women feel pressure to style their hair according to society's expectations. When you think of the deep emotional meaning of hair, the way it tells your story, brings out your personality, builds your confidence… this is something that needed to be addressed. As a community with diverse hair profiles, this pressure is deeply felt among Latinas, who have been responding by using their voices to champion hair self-expression – especially on social media. To celebrate these efforts and continue to drive the conversation, Dove has launched #MyHairAMiModo. Teaming up with Li Saumet from Bomba Estéreo to re-record their viral hit “Soy Yo” with updated verses that speak directly to hair positivity, with a new music video that truly captures what #MyHairAMiModo is all about. Let’s celebrate the Beauty of all Hair. Let’s change Beauty. #MyHairAMiModo #Dove #LetsChangeBeauty Campaign Strategy & Creative: Media.Monks PR & Earned: Edelman Influencer: Collectively Paid Media: Mindshare Ekaterina Anikina Lexie Macko Bronwen Ambridge Firdaous El Honsali Alessandro Manfredi Brian Kennedy Priyanka Malhotra Dana Paolucci Zeba Irani Dayna Bier Kathryn Fernandez https://lnkd.in/etTCeigf

78

4 Comments

We're kicking off June's #Friday5 with a #PrideMonth edition with five insights that you should know. Click on the video below to learn more!

9

How do you win 52 Lions in 4 years ?   Last week Dove won 13 Lions at Cannes ‘24, amongst which a very ‘special’ Gold Lion in one of the most meaningful categories: ‘Creative Effectiveness’. This result added up to our consistent performance in the previous 3 years, taking Dove to a total of 52 Lions and more than 170 shortlists in the last 4yrs (the post Covid era…). With Unilever named Creative Marketer of the Year for 2024.   During Cannes week, in different speaking opportunities, I was asked how did we manage to maintain such a steady performance. Whilst there are several reasons behind this achievement, I’d like to focus on the three most important ones :   1.     A DEEP BELIEF IN THE POWER OF CREATIVITY We consciously decide to ‘invest’ on creativity, since creativity has the power to build strong emotional connections and help brands stand out and be different, a power that is even more precious in days in which brands’ salience and differentiation is increasingly challenged by drivers such as the fragmentation of media, the explosion of performance marketing and the exponential growth of AI.   2.     STRATEGIC CLARITY Having sharp brand clarity is critical to ‘channel’ creativity in the right direction, building brand relevance, differentiation and memory structures consistently. In my experience not enough time is spent on this by marketers. Some questions are particularly critical. Is the brand so clear that what it stands for can be expressed in 1 or 2 words (in our case ‘’Real Beauty’’) ? Does it have a point view about the world that people really care about and helps guide everything it does ? In our case, this point of view or belief system is our Mission – ‘’to change beauty from a source of anxiety to a source of happiness’’. And finally, is the team clear about the brand boundaries (what the brand does and does not, what it talks about and not….) and the distinctive brand assets, so that they can build the brand consistently and not spread themselves too thin ?   3.     TALENT AND CULTURE Delivering consistently outstanding creativity requires highly experienced talent that is able to combine magic and logic and value strategic rigour as much as ‘crafting’. This combination is not easy to find and such talent needs to be nurtured. It also requires a culture of excellence (we tend to talk internally about ‘Allergy to second best’) as well as true agile mindset. It is not by chance that two of our most famous Grand Prix campaigns were developed in 6 days (‘Courage is beautiful’) and 72hrs (‘#Turnyourback’).   This is our experience but I am sure other people might have other learnings and tips and would be curious to hear…   Last but not least, yet again, a massive thank you all our incredible partners and my team for another outstanding Cannes week.   #LetsChangeBeauty #Dove #CannesLions #RealBeauty #Ogilvy #Edelman

1,491

75 Comments