What will shape the industry this year? Is the question we have been asking our Global Board and members. Read what Ivan Stojanović, Marketing Director Hydration - Europe at The Coca-Cola Company, share his thoughts: "In this era of restless consumers, value is a moving target. Brands must earn trust every day by juggling emotional depth, cultural relevance, and storytelling flair with the usual benchmarks of price and quality and finding the right balance of communicating it all. Legacy alone won’t win loyalty. Brands will need to justify more than before their value in the minds of the consumers."

In 2024, Pernod Ricard tested how major LLMs represented their brand portfolio. The results alarmed them. Models were misrepresenting Ballantine’s Scotch as a prestige product when it’s a mass-market offering. They were misattributing features and generating narratives that had no relationship to the actual brand positioning. Pernod Ricard is a $10 billion company. They have global communications teams, agency relationships, and decades of earned media. They still had a significant gap between how they presented their brand and how AI systems represented it to buyers.

Scaling a beverage brand at retail takes more than a great product—it takes execution that shows up at every touchpoint. Boelter partnered closely with the Climbing Kites team to understand their brand, audience, and retail goals, then brought it to life through cohesive, high-impact branded solutions. From concept through production, the focus is on creating consistency, visibility, and a brand experience that stands out where it matters most. Read our case study: https://lnkd.in/g9xH-9QX

Excited to share the first YouTube release from when Beetle Juice Events & Brand Lab met the talented Sam Howell 🎬 In this interview, we dive into business, vehicles, brand activations, partnerships, and plenty more. Watch the full interview below 👇 https://lnkd.in/eDztwFp2

One thing I find fascinating about the beverage industry right now is how traditional brands are evolving into lifestyle brands. Companies like Molson Coors are no longer just selling beer — they are building experiences, communities, and culture around their brands. From expanding into non-alcoholic beverages to investing in seltzers and premium products, the industry is clearly responding to changing consumer behavior. Modern marketing in this space isn’t only about advertising. It’s about: • Understanding how younger consumers discover brands • Creating authentic brand stories • Building strong retail and digital engagement This shift is what makes beverage marketing so interesting today. As someone passionate about marketing and brand growth, I’m always inspired by how companies like Molson Coors continue to innovate while maintaining such a strong legacy. Excited to keep learning and contributing to this evolving space.

Insight to Impact: Fiona Blades, MESH Experience, Sherissa Naicker, Traction and Daniel Siddle , Molson Coors Beverage Company presented how an integrated measurement ecosystem transformed brand strategy at Molson Coors. The balance between people and technology came through as a key component, as was the learning loop they created. Blending what people feel with what they do uncovers what truly bonds people to brands. #MRSlive #MRSAnnualConference

The biggest mistake marketers make when pitching bold campaign ideas?⁠ ⁠ Going in alone.⁠ ⁠ Curtis Calloway (Director of Brand Marketing at Doritos, PepsiCo) shares the one thing marketers need to start doing to get the green light from leadership. ⁠ #BrandMarketing

A leading beverage brand worked with BERA.ai to understand how brand shows up in revenue. The analysis made it clear that stronger brand equity directly supports growth and creates real room to win new customers. That’s what happens when you connect how people feel about a brand to how they actually buy. Read the full case study here: https://lnkd.in/dN_2rZh5

Recently, a video of McDonald’s CEO Chris Kempczinski personally taste-testing the new "Big Arch" burger unexpectedly went viral. Burger King President Tom Curtis subsequently released a response video of his own, enthusiastically taking large bites out of a Whopper. One offered a cautious, measured "product experience," while the other presented a spirited, genuine, and hearty bite. This was more than just a "mukbang showdown" within the fast-food industry; it also highlighted the double-edged nature of CEO-led marketing in the age of social media: Authenticity has emerged as the core currency of brand communication. Can executives truly bridge the gap with consumers by stepping directly into the spotlight? When a sense of "performance" meets a sense of "naturalness," which approach is more likely to win over an audience? In this VUCA world, how can leaders leverage short-form video to demonstrate brand passion while simultaneously mitigating PR risks? This is a question worthy of deep reflection by every marketer and manager

Most brands sell products. Great brands sell emotions. One of the best examples of this is the “Happiness Factory” campaign by Coca-Cola. A simple moment — inserting a coin into a vending machine — was transformed into a magical storytelling experience. Inside the machine, a fantastical world comes alive where tiny workers, quirky creatures, and even snowmen work together to craft a bottle of Coke. No mention of price. No focus on features. Just one powerful message: Happiness in every sip. Created by Wieden+Kennedy Amsterdam and brought to life by Psyop, this campaign didn’t just advertise a drink — it built an emotional connection with millions across the globe. 💡 My Key Takeaway: In today’s competitive market, customers don’t just buy what you sell — they buy how you make them feel. As professionals in sales, business development, and branding, this is a reminder: 👉 Don’t just explain your product 👉 Tell a story that people remember #Marketing #Branding #Storytelling #SalesStrategy #CustomerExperience #CocaCola #Advertising #BusinessGrowth #Leadership