Mattia Menni

ATL, BTL and TTL: In FMCG Context In the FMCG industry, where purchase cycles are short and competition is fierce, brand must adopt smart marketing approaches to win the market. Marketing is often categorized into Above the Line (ATL), Below the Line (BTL) and Through the Line (TTL) strategies. Each serving different roles in influencing the consumer journey from awareness to purchase and described as follows:- 🎯 ATL – Above the Line: Mass communication to create brand awareness among a wide audience. FMCG Context: - Used to launch new products, strengthen brand recall and maintain top of mind awareness in highly competitive categories. Examples in FMCG: - National TV commercials showcasing a new product - Radio jingles for a certain product - Large billboard campaigns for seasonal promotions 🎯 BTL – Below the Line: Targeted marketing aimed at specific consumer segments to drive direct engagement and conversion. FMCG Context: - Ideal for in store visibility, product trials and localized promotions to trigger impulse purchases. Examples in FMCG: - Free product sampling in supermarkets - Retail display contests for store owners - Local events or sponsorships for a neighborhood brand push 🎯 TTL – Through the Line: An integrated approach that combines the mass reach of ATL with the precision of BTL for stronger impact. FMCG Context: - Helps connect brand building campaigns with measurable sales outcomes through a seamless consumer journey. Examples in FMCG: - TV + social media campaigns for a new product - Influencer partnerships promoting a brand at live events - Seasonal promotions that run both online and in store. In summaru FMCG success often lies in using ATL for reach, BTL for conversion and TTL for synergy. Most successful brands combine all three, ensuring they build strong awareness while also driving measurable sales.

This week in Trieste, BAT Italia announced two major developments that reflect our strategic vision for sustainable growth and shared value creation across the country.   We’ve renewed our Memorandum of Understanding with the Ministry of Agriculture, Food Sovereignty and Forests, committing to purchase up to 15,000 tons of high-quality Italian tobacco between 2026 and 2028. This agreement supports more than 400 companies and 6,000 workers across Veneto, Umbria, and Campania, strengthening a supply chain that’s evolving through innovation, precision farming, and the leadership of a new generation of agricultural entrepreneurs.   At the same time, we unveiled the expansion of the A Better Tomorrow™ Innovation Hub in Trieste. The site will grow to 30,000 sqm, adding 16 new production lines dedicated to New Category products and creating 150 new jobs by 2026. These new lines will complement those already producing modern oral nicotine pouches distributed in Italy and 14 other European countries, as well as the recently launched line for nicotine replacement therapy (NRT) products.   This expansion, two years ahead of schedule, will double our production capacity and reinforce Trieste’s role as a strategic global centre for BAT.    A huge congratulations to everyone involved in bringing these milestones to life, and thank you to our teams and partners for helping us Build a Smokeless World.   #BATItalia #ABetterTomorrow #Innovation #Sustainability #Trieste #Manufacturing

Red Bull has retained its crown as the most valuable energy drink brand in the world in 2025, according to the Brand Finance Food & Drink report. The Austrian-born giant recorded a 16% rise in brand value to USD 9.7 billion, securing its place as the #4 most valuable non-alcoholic drinks brand overall. With a Brand Strength Index (BSI) score of 91.1 out of 100, Red Bull ranks among the top three strongest brands globally. The company’s market reach is unmatched in its category, operating in over 170 countries and selling more than 12 billion cans annually. Brand Finance research shows Red Bull achieves perfect 10/10 domestic scores for reliability, likeability, and recommendation, reflecting its unwavering consumer trust. While The Coca-Cola Company remains the leader in the non-alcoholic drinks sector for the 11th year running, with a brand value of USD 46.3 billion (+32%), and PepsiCo follows at USD 22.6 billion (+12%), Red Bull performance in the high-energy segment is particularly remarkable. Unlike many rivals, Red Bull has maintained its independence, thriving alongside corporate giants in a fiercely competitive market. The 2025 rankings also highlight Nongfu Spring of China, now in third place with USD 11.1 billion (+34%), and the UK’s Yorkshire Tea as the fastest growing brand (+93%). However, in the energy drinks category, no brand comes close to Red Bull Bull’s global recognition, lifestyle integration, and consistent growth. In 2025, the wings are still firmly with Red Bull. Monster Energy Gatorade Dominicana Dr Pepper Snapple Group Keurig Dr Pepper Inc. Nescafe Hub Nestlé Sprite Eastroc Beverage Kagome Co., Ltd. Kagome Australia Grupo Peñafiel Asahi Group Holdings Coca-Cola FEMSA PepsiCo #RedBull #EnergyDrinks #BrandFinance2025 #BeverageIndustry #BrandValue #GlobalBrands #BrandStrength #BeverageTrends #ConsumerTrust #EnergyDrinkLeader

This interesting chart “Price increases sustain growth amid falling volumes” shows 2025 Q2 value vs. volume growth for top 11 CPG companies and tells a clear, timely story about how major consumer brands are navigating inflation and changing demand. 𝐊𝐞𝐲 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬 • Most large CPGs (Coca-Cola, PepsiCo, Nestlé, Mondelēz International, Mondelēz International, Kraft Heinz, Colgate-Palmolive‑Palmolive, Procter & Gamble) are showing value growth while volumes are flat or falling (Revenue growth is being sustained mainly through price and mix, not higher unit sales) • A smaller group ( Danone, Unilever, L'Oréal) is achieving both value and volume growth — a sign of successful innovation, premiumization, geographic or channel momentum, or stronger consumer relevance. • General Mills sits in the worst quadrant — declines in both value and volume — highlighting vulnerability where pricing power and demand are both under pressure. 𝙒𝙝𝙖𝙩 𝙩𝙝𝙞𝙨 𝙢𝙚𝙖𝙣𝙨 𝙛𝙤𝙧 𝘾𝙋𝙂 𝙡𝙚𝙖𝙙𝙚𝙧𝙨 • 𝐒𝐡𝐨𝐫𝐭 𝐭𝐞𝐫𝐦: pricing discipline and portfolio/mix management are essential to protect revenue and margins. • 𝐌𝐞𝐝𝐢𝐮𝐦/𝐥𝐨𝐧𝐠 𝐭𝐞𝐫𝐦: real, sustainable growth requires innovation, stronger relevance, and distribution/channel plays that drive volume. • 𝐅𝐨𝐫 𝐥𝐚𝐠𝐠𝐚𝐫𝐝𝐬: urgent focus on SKU rationalization, targeted promotions, and marketing to rebuild relevance — plus cost/operational fixes to preserve margin. 𝗜 𝗵𝗮𝘃𝗲 𝗮 𝗰𝗼𝘂𝗽𝗹𝗲 𝗼𝗳 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀.. 🤔 1️⃣Do you think this will hold true in Q3 and Q4, especially since some companies failed to meet the high expectations they had for the back-to-school (BTS) season? 2️⃣What patterns are you seeing in your category or region, and which tactics are actually moving the needle? #Retail #Strategy #Sales #Planning #Marketing #Business #Growth #StrategicThinking #FMCG

Food is quietly outperforming. Unilever’s H1 2025 results prove that. Food beat personal care, home care, and even beauty in underlying sales growth. Foods USG: +2.2% Ice Cream USG: +5.9% - the highest across all categories! What does this actually mean? •⁠ ⁠Indulgence is now routine. Ice cream is no longer just a Sunday reward or a party dessert - it’s become a midweek craving, definitely beyond an occasional celebration. •⁠ ⁠Flavour-first “shortcuts” are winning. Products like spicy mayo, truffle drizzles, or curry pastes are replacing long prep. •⁠ ⁠Habit is beating novelty. The brands growing fastest aren’t launching 20 new things - they’re doubling down on the 3 - 5 products that keep getting reordered. As someone building in this space, I find this interesting because every two years you'll see food bump up with a new trend. At the end of the day, we cannot forget food is emotion, utility, and identity - all rolled into one. (dropping the link to the report in the comments)