The Hellmann’s–NBA collaboration has tapped into the power of Brazil’s more than 57 million NBA fans with a sports-to-sales strategy that’s delivering growth, brand premiumisation and Gen Z brand engagement for Hellmann’s winning line-up of flavoured, squeeze-bottle mayos. Here we look at what is powering this success story.
Using recycled plastic to create new packaging sounds like a simple solution to plastic waste, but it’s not as straightforward as it might seem. We asked two of our packaging experts to explain what’s involved in scaling up its use across our brands.
