Author: Andra Gerhards

Digitalization: opportunities for marketing in the beverage industry

Digitalization: opportunities for marketing in the beverage industry

Digitalization is the revolution of our century. The changes that come with it have significant implications for the beverage industry as well. Whether Industry 4.0 in manufacturing or the Internet’s tremendous effect on consumer behavior, it’s a major challenge to exploit the possibilities of digitalization successfully. The opportunities are endless, but despite the availability of increasingly sophisticated tools, especially for...

Programmatic advertising shows real potential for the beverage industry

Programmatic advertising shows real potential for the beverage industry

Advertising tailored to specific target groups holds the key to unlocking huge marketing potential for the beverage industry. Programmatic advertising is proving to be the tool around the world for effectively reducing the significant amounts of waste coverage seen in internet advertising. It does this by targeting specific audiences.

Lights, camera, action! Videos from the beverage industry on social media

Lights, camera, action! Videos from the beverage industry on social media

When planning a marketing mix, no one can afford to skip the video portion these days. The popularity of videos stems in large part from the ever-growing use of mobile devices. Even online user behavior is changing as people log on more frequently, but for shorter amounts of time. Continuous consumption requires concise and easily digestible content. Videos on social...

The beverage industry and sports marketing: a match made in heaven

The beverage industry and sports marketing: a match made in heaven

This year’s calendar is just brimming with major international sporting events. Now that the Handball World Championship and the Winter Olympics have wrapped up, the FIFA World Cup in Russia is just around the corner. Kicking off in mid-June, the event will feature 64 matches for fans to enjoy all around the world— and pose a real opportunity for the...

Clean label: whether it’s “without preservatives" or “sugar-free”, smart marketing concepts focus on the information that consumers value.

Clean label – a global trend on the rise

Consumers are becoming more and more conscious about their behaviors and habits. The same goes for how they consume foods and beverages. As a result, drinks containing natural ingredients are in high demand around the globe – and the trend is rising. Consumers increasingly view certain additives as unhealthy or reject them for ethical reasons. Products bearing a clean label...

Whether it’s through online retail or streaming services, products and services are available individually and at any time. What about tailored beverages?

Beverages on request – an exciting marketing challenge

Digitization has long since irrevocably and decisively changed consumer behavior. Whether it’s through online retail, e-book readers or streaming services, products and services are available individually and at any time. But what about individually tailored beverages?

Extraordinary labels: People enjoy looking at inspiring designs, whether on Instagram, at home or on the go. It’s “art for all,” in a manner of speaking.

Art and marketing: A fascinating symbiosis

In the age of highly visual social media channels, extraordinary labels play an increasingly prominent role. People enjoy looking at inspiring designs, whether on Instagram, at home or on the go. It’s “art for all,” in a manner of speaking.