87 years of blackcurrantness. How Ribena makes nostalgia meaningful
Richard Lomax thinks about how market research can help brands reawaken dormant loyalty. When sales slip or relevance wanes, legacy brands often have two choices, reinvent themselves or reconnect. Ribena, a childhood favourite for many of us, has recently chosen to do the latter. Backed by a £7m relaunch, their strategy isn’t about creating something […]
Hold my hand… while I go viral
When Jet2’s “Hold My Hand” campaign met viral chaos, a lesson in modern branding was born. In this blog, Mustard’s AI and culture analyst Anthony Shephard-Williams explores what happens when emotional brand assets get hijacked by meme culture — and how marketers can stay one step ahead.