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Articles by Guy White
Staying on Track with Packaging That’s Innovative & Sustainable
Across the industry, beauty and fragrance brands are working hard to meet rising expectations around sustainability, design, and usability. Yet despite significant investment and good intentions, many launches still disappoint. Look closely at underperforming packs and the same problems appear again and again: designs consumers don’t like, formats that frustrate, or sustainability claims that simply don’t stack up.
AI and the FMCG innovation gap
As AI promises to speed up idea generation and development, Guy White asks, will it drive smarter products or just faster failures? Global brands invest billions each year in research, product development and marketing, yet statistics show that at least half of all new products flop within two years. When this happens, the usual suspects are blamed: poor retailer negotiations, supply chain problems or weak marketing.
Global human rights alert
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Don't ask questions, don't travel anywhere: How combining social listening research with search engine analytics is helping Braun understand its global consumer better | WARC
This article explains how Braun, the personal care products company, worked to improve its understanding of how men around the world feel about grooming. Shaving products Japan United States Strategy Guy White and Jeremy HollowCatalyx and Listen and Learn Research Braun felt it... WARC subscribers can sign in to keep reading Not a subscriber?
Bringing a Cider-Brand to the land of William Tell: How new approaches to research helped Carlsberg brand Somersby crack the Swiss market
This article explains how Carlsberg, the brewing company, successfully launched a cider brand in Switzerland. Beer & cider Switzerland Strategy Guy White, David Simoes-Brown, Barbara Juhasz and Eileen SchuchCatalyx, 100% Open, Carlsberg Group and Coolbrandz... WARC subscribers can sign in to keep reading Not a subscriber?
Pan-European Crowd-Sourcing Puts Innovation Back at the Heart of Europe’s #1 Workplace Water and Coffee Provider
Eden Springs, a water cooler and Office Coffee Machine Supplier, launched employee crowds across Europe to test innovation pilots to bring innovation back into the category.
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