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Air Up convinced millions that plain water can taste of cola or peach using nothing but scent — a genuinely novel product that it turned into a viral, creator-fuelled global brand out of Munich.

Four friends, a Shark Tank deal and a lot of toilet humour turned a joke product into a serious challenger with ambitions to replace toilet paper. Dude Wipes proves personality can be a genuine competitive moat.

Olipop didn't invent prebiotic soda — it out-marketed everyone in it, reaching a $1.85bn valuation by selling nostalgia and gut health in the same can. It's the clearest proof that in functional drinks, the story is the product.

Most big brewers bolted an alcohol-free line onto an existing portfolio. Lucky Saint did the opposite — building a premium brand that sells only alcohol-free beer, and riding the moderation wave to record category funding.

Germany's discounters are fighting an unusually public marketing war — over apps, freshness and price credibility. Beneath the theatrics is the clearest masterclass going in how to market value without looking cheap.

After a decade of near-unbroken expansion, the great French maisons are facing slower growth. The way they market — more storytelling, more craft, less logo volume — is shifting in response, with lessons for brands far below the luxury tier.

Roughly one in eight US adults has tried a GLP-1 drug, and Bain estimates billions have already been trimmed from grocery and fast-food bills. For food, drink and retail brands, this is the demand shock of the decade.

Non-alcoholic beer sales are surging and about half of US adults are moderating. What began as a Dry January novelty is now a structural shift that every drinks — and hospitality — brand has to market around.

From January 2027, France bans advertising for ultra-fast fashion — including influencer promotion — with fines up to €100,000 per breach. It's the clearest signal yet of where brand regulation is heading.

In three years Graza took a commodity nobody thought about — olive oil — and built a nine-figure brand on a squeeze bottle, creator seeding and a DTC-first playbook. Here's how.

Kaufland's new price campaign, fronted by TV presenter Laura Wontorra, takes direct aim at Aldi, Penny and the discounters. It's a textbook example of comparative advertising — and a risky one.

Two Farmers, a Herefordshire crisp brand launched by two farmers in 2018, built its whole identity around a 100% compostable packet — proof that for a small producer, the packaging can be the marketing.

Pip & Nut, the nut butter brand Pip Murray started at her kitchen table, has hit its first operating profit as revenue jumped 50% to £26.4m — a lesson in patient brand-building.

TRIP survived a regulatory gut-punch to its CBD business, pivoted to functional drinks, and turned an 'equity-for-advocacy' model into one of the fastest-growing names on the shelf.

Own-label is now around half of UK grocery spend, and shoppers increasingly rate it on a par with brands. The question for brand owners is no longer price — it's whether the premium still buys anything.

Tony's Chocolonely turned an uncomfortable truth about cocoa into one of the world's fastest-growing chocolate brands, passing 240 million euros in 2025 — proof a mission can be a growth engine.

Carrefour has relaunched as a mobile operator, 14 years after quitting. The product is SIM cards. The real asset is 15 million loyalty members — and that is the lesson.

Google is positioning itself as a commerce matchmaker, not a retailer — sponsored products in AI Mode, buying through Gemini, and an open Universal Commerce Protocol. What it means as shopping goes agentic.

UK consumer confidence has plunged to its lowest in more than three years as households brace for the Budget - and marketers need a plan.

Sainsbury's has set out a 'bold' festive plan built around value and quality credentials - a telling choice in a nervous, price-sensitive Christmas.