Marketing

The Bearded Brewery photo

From the editor's desk

When ‘edgy’ marketing goes over the edge

By Hank Schultz

The case this week of a beverage brand making a supposedly tongue in cheek reference to suicide points to the risks inherent in swinging for the fences in product marketing.

Tom Morgan at Sports Nutrition Summit 2019

Sports Nutrition Summit 2019

How to spin the right web in a social media economy

By Nikki Hancocks

As online reviews become 'intrinsic' to sales it's essential that sports nutrition brands learn how their products stack up online and communicate correctly with their web audience.

How much ROI can a company get through influencer marketing?

How much ROI can a company get through influencer marketing?

By Adi Menayang

Targeting the right influencers for a marketing campaign brought in a return six times higher than the average social media food campaign, according to a recent analysis from consumer research company IRI for one of its clients, energy shot brand 5-hour...

iStock / Maya23K

OmniActive adds powder format to its Gingever range

By Adi Menayang

At the upcoming Expo West and Engredea exhibition, ingredient manufacturer OmniActive will debut Gingever 2.0 – expanding the ginger ingredient’s application to tablets, capsules and beverages.

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