Marketing Week

Coca-Cola, Tesco, Nespresso: Everything that matters this morning

Advertising the least trusted profession, says report

Advertising executives are the least trusted profession in the UK, according to a new study by Ipsos Mori.

The research, which asks consumers to say how much they trust professions ranging from politicians to engineers and nurses, included ad execs for the first time this year. It found that just 16% of the British public trust advertisers, behind politicians on 19%, government ministers on 22% and journalists on 26%.

As this is the first year respondents have been asked about ad execs there is no way to know if trust levels are rising or falling. But the low figure paints a poor picture of trust in the marketing industry. Trust is lowest among people living in rural areas, at just 9%, and highest among millennials although still only 23%.

“Advertising executives are near-uniformly distrusted, with just 16% of the public saying they trust them to tell the truth,” says the report.

Nespresso tries to make coffee pods greener in deal for ethical aluminium


Nespresso has inked a deal with mining company Rio Tinto to use more sustainable aluminium in its coffee capsules amid mounting concern over their environmental impact.

Under the deal, Rio Tinto will supply aluminium produced with renewable power and respect for biodiversity to Nespresso. The aim is to use 100% sustainable aluminium in all coffee capsules produced by Nespresso by 2020.

Nespresso is facing growing criticism over the impact of its coffee capsules, with millions ending up in landfill every year. And it is facing growing competition from brands such as Halo, which just last week claimed to have created the world’s first fully compostable coffee capsule and packaging.

READ MORE: Rio Tinto, Nespresso join forces to make coffee pods greener

Coca-Cola is not planning to take on Starbucks after Costa acquisition

Coca-Cola CEO James Quincey says the company’s aquisition of Costa is not an attempt to take on Starbucks but instead to move into the ready-to-drink and at-home segments of the coffee market.

Speaking to CNBC, he says coffee has a total addressable market of around $500bn and that the company sees an unlocked opportunity to make quality coffee available at locations such as petrol stations and convenience stores.

“The biggest piece is in immediate consumption channels. And, actually, while coffee shops exist, the biggest piece is the rest,” explains Quincy. “Helping other customers have a store in a store and executing coffee within other people’s outlets is a big opportunity for them, and I think there’s a lot of white space to do a lot better around the world.”

Coca-Cola paid Whitbread £3.9bn to buy Costa in August.

READ MORE: Coca-Cola CEO on coffee strategy: We’re not going head to head with Starbucks

Tesco and WWF join up to tackle environmental impact of food shop


Tesco and WFF have joined forces to try to tackle the environmental impact of people’s grocery shopping. The partnership aims to reduce the damage of the average UK shopping basket by 50% while ensuring it remains affordable.

It will try to do that by focusing on three key areas: helping customers eat more sustainable diets, restoring nature in food production and eliminating food and packaging waste.

The move comes as new research finds growing demand for more sustainable food, with nearly 80% of shoppers wanting supermarkets to do more. However, 59% of people are confused about which foods count as sustainable and 75% believe cost to be a barrier to shopping more sustainably.

Dave Lewis, Tesco Group CEO, says: “Our Little Helps Plan illustrates what we are doing to address the most significant environmental and social challenges facing our shoppers, colleagues, suppliers, and communities. I’m pleased we’re making progress, but we want to go further to achieve our goal of providing customers with affordable, healthy, sustainable food.

“Partnering with WWF will help us make our customers’ shopping baskets more sustainable. Our shared ambition is to reduce the environmental impact of the average shopping basket by half. By working with farmers, suppliers, colleagues and other experts we hope to develop innovative solutions so shoppers can put affordable, tasty food on their plates today, confident they are not compromising the future of food for generations to come.”

Programmatic to account for two-thirds of digital ad spend next year

Almost two-thirds (65%) of digital ad spend will be traded programmatically next year, according to Zenith. The figure means programmatic ad spend will reach $84bn next year, up from 19% year on year from $70bn in 2018.

Zenith predicts that by 2020, programmatic spend will hit $98bn, equal to 68% of digital media advertising. Digital media is categorised as paid-for advertising within online content, including online video and social media, but excluding paid search and classified advertising.

The US is set to be the biggest programmatic market with spend of $40.6bn, followed by China with spending of $7.9bn and the UK with $5.6bn. The US is also the market with the highest proportion of programmatic spend, at 83%, followed by Canada on 82%, the UK on 76% and Denmark on 75%.

The post Coca-Cola, Tesco, Nespresso: Everything that matters this morning appeared first on Marketing Week.

Phvntom, Inc. is a digital marketing company located in Boise, Idaho that creates websites, apps, and full-scale promotions/campaigns for other businesses. The views and opinions expressed in this article are strictly those of its authors and were not written by Phvntom. This article was originally published by Marketing Week. 

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