The Sauce – 21/02/2024

Welcome to ‘The Sauce’ – your weekly dollop of marketing news.

By Ashleigh Morris, our Content and Comms Lead.

This edition features Coca-Cola’s successful innovation strategy, EasyJet Holidays’ support for its agency partners, Biden joining TikTok, and Dunelm’s sales success.

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Coca-Cola Credits Profit Growth to Innovation Investment

Coca-Cola CEO, James Quincey, has attributed the company’s recent success to its focus on innovation. The business saw gross profit rise by 9% in 2023, with Quincey claiming 30% of the growth is down to innovation giving a ‘competitive advantage’.

The business focused on innovation in several areas, including products, packaging and processes: “We’re applying digital tools, ingredient processing technology, and AI to create bolder and more successful innovation,” Quincey told investors. Last year also saw the brand launch its first alcoholic drink in the UK, through a partnership with Jack Daniels and the creation of ready-to-drink JD and Coke.

Coca-Cola has always been at the forefront with its marketing and has applied its innovation-led approach to its new marketing strategy as it shifts media spend away from TV and focuses on digital channels, enabling quicker content creation and real-time measurement.

Our Account & Strategy Director (and Coca-Cola superfan) James said, “In the current market it’s crucial that businesses find a way to stand out, and we’re seeing a real focus on innovation, from product development to pricing strategy and marketing.

“I don’t think this is just relevant to big brands – SMEs can benefit from considering how they can embrace a more innovative approach to stand out from their competitors and achieve sustainable growth.”

Looking to place innovation at the forefront of your 2024 marketing strategy? Drop James a message on LinkedIn or email him on james@awesomesaucemarketing.co.uk to find out how we can help.

We’re seeing a real focus on innovation, from product development to pricing strategy and marketing.

EasyJet Holidays Launches New Social Toolkit

EasyJet holidays has launched a new social media toolkit to support agents selling its holidays. The package holiday company which launched off the back of the budget airline offers trips across Europe.

The company has now released its new social media marketing tool, which enables agents to share package holiday information and offers via their own social media channels with their own messaging. The tool lets agents search for holiday packages and export the information, which they can add to an editable infographic.

It’s great to see easyJet focusing on their agents, not just on the end consumer via big marketing campaigns. Many businesses focus solely on the end-consumer and how they reach this audience. But by engaging your agents and distributors you can tap into a warm audience you may not have reached otherwise.

Involving these key players means they are more likely to engage with your products and services and keep them front of mind when dealing with the end-customer, and also ensures your brand is represented with a consistent look and feel by your third-party partners.

If you need help with your B2B marketing why not contact us to find out how we could help? Drop me a message on ashleigh@awesomesaucemarketing.co.uk to arrange a chat.

Biden Team Takes TikTok!

Who do you follow on TikTok? Mega influencers Khabane Lame or Charli D’Amelio? Celebrity TikTok-ers The Rock or Will Smith? Or (less likely), Joe Biden?!

The US President surprised us all when he joined TikTok recently – maybe not the target demographic for the channel?!

The Biden-Harris HQ account kicked off with a Q&A about the Super Bowl, before taking a more serious turn showing news coverage of opponent Donald Trump and warning of the dangers of a Trump administration.

The move raised concerns in the US as the TikTok app is owned by Chinese company ByteDance. Use of the app is currently under review in the US due to national security concerns around the potential of the Chinese government to access data or influence what people see.

But… national security risk aside, we think this is actually a pretty smart move from the Biden administration. TikTok has 150 million monthly users in the US*, with 62%** of these under 30, a key target group for the Biden administration in the run up to the election. The Biden campaign said they would “continue meeting voters where they are.”

Our Social Media expert, Sapna, said, “This is an interesting approach from a political party, seeking out potential voters wherever it can. From a marketing perspective, you have to go where your customers are, and currently to reach the younger demographic, that means TikTok. Joining a new channel isn’t enough – you then need to consider your messaging and how to talk to this audience in a way that resonates with them.”

Want to find out more about how you can use social media to reach your target audience? Email Sapna on sapna@awesomesaucemarketing.co.uk.

*Reuters, **Wallaroo Media

You have to go where your customers are… you then need to consider your messaging and how to talk to this audience in a way that resonates with them.

Dunelm’s Sales Success

Dunelm is the latest business to see an uplift in profit and sales, as its market share continues to grow.

For the six months to 30th December, the homeware retailer saw its profits rise 4.8% to reach £123 million, with sales up 4.5%.

A cross-channel approach paid off for the business, which launched four new stores during the period, and also saw an increase in digital sales from 34% to 36%.

The number of active customers was up 4.2%, while increased transaction frequency also contributed to the growth.

The results follow on from the retailer’s recent repositioning as ‘The Home of Homes’. Their new brand platform and multichannel ad campaign launched last autumn. It was created with agency Creature London and featured instantly-recognisable music from Grease.

Dunelm has cleverly evolved its existing positioning, to give an increased focus on value and on the customer, keeping a focus on its retail stores while still achieving digital growth. In a period where we’re seeing many stores struggle, they have found a great balance between store sales and online sales, and also between loyalty and acquisition.

If you’re looking for support with your marketing strategy, you can email me on ashleigh@awesomesaucemarketing.co.uk, to find out how the Awesomesauce team could help.

You can check out our latest dollop of marketing news next week, and read our previous posts here.

Want to find out more about what we do and how we can help your business?

Contact me on LinkedIn or email ashleigh@awesomesaucemarketing.co.uk.