FMCG :: Cream – The Innovation Exchange

Cream is a new online service for media and marketing professionals that indexes and analyses best practice examples of brand communications from around the world. Only Cream offers inspiration and insight through daily news, analysis, monthly reports and over 3,000 case studies of leading marcomms innovation.

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                      What’s Hot
                      BP boss: “We care about the small people” and other language lapses27/07/2010 OPINION – As BP pledges to protect “small” people, Cream and Today Translations examines other examples of poorly chosen words, translation gaffes and cultural blunders. More
Reckitt Benckiser to use social gaming in graduate recruitment drive16/07/2010 UK - Reckitt Benckiser is to use Facebook in its new recruitment drive for graduates and early career sales and marketing professionals using an app called “poweRBrands”. More
Unilever renews Time Warner tie-up15/07/2010 GLOBAL - Unilever has extended its deal with Time Warner for product promotion across multiple global platforms. More
Planet versus profit: The CSR dilemma07/07/2010 Pepsi made a big statement this year when it pulled its $20 million Super Bowl ad and invested the money in a socially responsible community project. More
Six degrees of innovation01/07/2010 Mike Addison, of New Business Development at P&G outlines the company’s approach to “brand centric open innovation”. More
Heavy management stifles innovation21/06/2010 USA - Companies with less senior management involvement in the new product development process generate 80% more new product revenue than those with heavy senior management involvement, according to a study by Nielsen. More
The Dating Guide for Brands10/06/2010 Cream's has published its latest Insight report looking at brand partnerships. More
Kraft brands in UK recycling initiative20/05/2010 UK - Kenco and Tassimo coffee brands have transformed more than 3.5m pieces of packaging into innovative, eco-friendly products since last September, following the launch of an ‘upcycling’ initiative. More
Festival of Media Awards: winners23/04/2010 The honours were spread across the global media agency networks at the 2010 Festival of Media Awards. More
The Cream 10016/04/2010 A full list of Cream's 100 most innovative companies, as featured in our book "No Apples: 100 Other Top Innovators" More

                    
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                      Latest Case Studies
                      A Ferrero ChristmasFerrero Rocher
UK
2010
A tree made of Ferrero Roche’s provides a tasty treat for festive shoppers.

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Hot wake up call for cooling gelNeutrogena
China
2009
Neutrogena gives Hong Kong's men a wake-up call from superstar Elanne Kwong, to promote its new Cooling Cleansing Gel.

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Turn to 30Ariel
UK
2009
Ariel encourages eco-friendly changes in consumer washing habits

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Kenco Eco RefillKenco
UK
2010
Kraft promotes new eco-friendly packaging solution for coffee

                                Rated five stars
                              
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Lux perfect brideLux
India
2008
Popular soap brand gets involved in the mating game.

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Did you know?Oral B
Israel
2009
Oral B targets consumers with an anti-bacterial message in “anti-contextual” point-of-sale locations

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Mascara goes undergroundCover Girl
Canada
2010
Covergirl takes over the subway with a range of new formats to promote its lengthening mascara

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Nine months liveHuggies
Argentina
2010
Huggies educates parents-to-be with virtual pregnancy

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Luring the ladiesLynx
UK
2010
Lynx offers more icebreaker tricks for single men.

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Doggie denturesPedigree
USA
2010
Pedigree uses humour to highlight the need for dog owners to take extra care over their pets' oral hygeine

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Right Brain, Left Brain BlogA dream team of industry pioneers from around the world share their expert opinion
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Why agencies aren't winning the gaming gameThe meteoric rise in the last 12 months of casual games such as Angry Birds and Farmville has put brands (and their creative agencies) on alert as they consider what gaming means for their own customer outreach and engagement programmes....
Mark St Andrew
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Is that an exhaust in your pocket officer? (some OOH innuendo)When working with a large piece of artwork, it is important to occasionally stop, stand back and check your work from a suitable distance. When working up close you can very easily miss things, as demonstrated by this unfortunate ad...
Mark St Andrew
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Bernie Ecclestone: Turning mugging into mediaBernie Ecclestone belongs to that shadowy area of celebrity where people are famous for occupying a high profile position, even though paradoxically a lot of people don't know who they are. Most people in the UK would be able to...
Mark St Andrew
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Festival of Latin mediaAs the Festival of Media gets under way, Cream selects 10 noteworthy case studies from the region.
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