Luis Felipe Avellar

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

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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.

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I take a keen interest in market trends and hence look forward to reading the Whole Foods Market Trends Forecast. This year’s report highlights a clear shift in consumer priorities toward meals that are not only healthy and convenient, but are also rich in flavour and quality. At Mars Food & Nutrition, we recognize that today’s consumers lead increasingly busy lives, and their demand for tasty, accessible and healthy meals is reshaping the food landscape. Our innovations - from Ben’s Original Street Food and Seeds of Change Protein Bowls to Kevin’s Natural Foods frozen entrée bowls - reflect this evolution, as we look to offer solutions that meet these demands. For the food industry at large, this latest forecast shows convenience and health must go hand in hand to meet modern lifestyles. The growing focus on fiber, instant meals, and elevated frozen food, reflects a broader transformation towards more accessible nutrition. As we move forward, the industry must continue to innovate with purpose, delivering products that satisfy consumers’ evolving expectations, in a way that is sustainable for people and the planet. At Mars Food & Nutrition, we are proud to help lead this charge, committed to shaping a future where better food today means a better world tomorrow. I invite you to read the full trends forecast here: https://lnkd.in/gX-cgCcB. I’d love to hear your thoughts in the comments below. #BetterFoodTodayABetterWorldTomorrow #proudlyMars

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Here are the highlights of a great article I read this morning covering Philip Morris International’s #transformation journey and the complexities of driving systemic change in a challenging industry. It touches on something that’s been central to our work: meaningful transformation requires more than incremental improvements; it demands fundamental shifts in how companies operate, engage stakeholders, and measure success. For those of us working in #sustainability, regardless of sector, the challenge is often similar: how do we drive change that’s ambitious enough to matter while building the stakeholder trust and operational capacity needed to deliver on those commitments? The path isn’t always straightforward, and it requires staying engaged even when it’s uncomfortable. But that’s exactly where transformation happens, in the space between aspiration and execution, where we’re willing to be held accountable and learn as we go. Big thanks to Sustainability Magazine and Georgia Sweet for highlighting this important conversation about what #systemicchange actually looks like in practice.

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At Mars, we’ve long believed that how we grow matters just as much as how much we grow, with brands, products and services that are part of the fabric of everyday life. We have always had an approach to manufacture as much locally as we can. Today 94% of what we sell in the U.S., we make in the US. In support of this, we’re investing $2 billion in U.S. manufacturing through the end of 2026 - a move that reflects our confidence in the American consumer and our commitment to the communities where we live and work.    This investment will further strengthen our supply chain, create jobs, and support our efforts to embed sustainability into the way we make our products every day. It’s part of our broader ambition to reach net zero emissions by 2050, but just as importantly, it’s about doing our part to support long-term economic growth in the places we call home.    Take our new $240 million Nature's Bakery site in Salt Lake City, Utah, which officially opens today. It’s LEED Silver-certified, designed with automation and efficiency in mind, and expected to reduce trucking-related CO₂ emissions by 5,700 tons each year by shortening delivery distances across the country.    And of course, the products speak for themselves - plant-based, Non-GMO Project Verified snacks that families know and trust. This investment is about more than buildings and equipment. It’s about unlocking new opportunities for our Associates, our brands, and our business - while continuing to deliver on the promise we’ve made to help build a better, more sustainable future for generations to come. #ProudlyMars   

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  The future is often shaped by a single moment of clarity.   For James Murphy, that moment came during his interview at BAT, when a sign behind reception caught his eye: “We aspire to be the first company to produce a tobacco product that would, over time, be recognised by public health as reduced risk.”   Those words weren’t just aspirational, they were a call to action. James reflects: “It must be one of the most profound human challenges to work on. That was the moment I knew I wanted to be part of that journey.”   In Episode 4 of The Smokeless Word, we explore James’s journey, the science behind Omni™, and BAT’s decades-long commitment to tobacco harm reduction.   Whether you're in public health, policy, or simply curious about the intersection of science and purpose, this episode offers insights worth your time.    📺 Watch the full episode here: https://lnkd.in/dPrUzYdi 🎧 Or listen to The Smokeless Word wherever you get your podcasts.   #TheSmokelessWord #Omni #BAT #TobaccoHarmReduction

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Exploring the power of AI at scale — and in marketing ✨ Today, at NBS Lisbon, we hosted Summer Talks, focused on how Artificial Intelligence is transforming the way organizations are operating. Inspired by the ideas in "Competing in the Age of AI" (Marco Iansiti & Karim Lakhani), we saw how AI-native organizations have overcome the complexity associated with size that affects traditional organizations. Instead: 🔹 In AI-powered models, size drives value 🔹 More users, more data, smarter systems 🔹 Learning and adaptation happen faster at scale 🔹 Decision-making becomes real-time and automated AI supports organizations to become better as they grow. 🎯 One of the highlights of the session was a talk by Nuno Saraiva, Director of L’Oréal Luxe in Portugal, who showed us how AI is transforming marketing — turning data into creative, personalized, and meaningful consumer experiences. From back-office optimization to front-line marketing, AI is changing how we serve, decide, and evolve. Thanks to everyone who joined — and to Nuno for such an insightful presentation! #AI #DigitalTransformation #MarketingAI #CompetingInTheAgeOfAI #OpenAI #LOréal #FutureOfWork #Innovation #DataDriven #Wearenestle #NBSLisbon #Nestle

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