Influx

Corporations are trying to work out their role in the world beyond revenues and profits. It’s a story that’s been repeating itself for the last few decades with corporations flirting with corporate social responsibility. In a world focused on short-term revenues and driving shareholder value,...

In 1995, there was real marketing mileage to be gained by having an environmental initiative, it meant you were progressive/caring and pretty unique. Now the world has changed and environmental initiatives are expected from the major brands, but is it right that they are still used as ammunition in...

Pepsi must have dozens of agencies working on its behalf to bring it new ideas on a regular basis, but it appears the brand isn't content relying on these guys for its tech ideas, so it's created its own forum for technologists to bring their ideas directly to the brand. The PepsiCo 10 is a two-day...

Red Bull is one of the iconic challenger brands. A brand that's managed to maintain its street cred over time with smart communication and a finely focused understanding of what its brand stands for. However, Red Bull has been a "one trick pony"- extracting more and more from a single SKU and...

Pepsi just launched an interesting new initiative in the UK with a very selective introduction of Pepsi Raw- a natural version of the cola. It's a step in the right direction; a new on-trend formulation instead of yet another flavor or diet variant, but the ambition appears weak. It's only being...

When I first read about Pepsi's can design challenge, it seemed to me to be more of the same. How many brands are have let consumers, artists and designers play with their pack design?As a marketing concept it appears done to death. The trouble with my cynicism, is that it takes no account for...