In a market where 75% of British adults now participate in promotions, the question for brands is no longer whether to promote, but how to do so without compromising margin or brand equity. Well-structured coupon campaigns, cashback, and on-pack promotions offer a strategic way to protect market share, drive measurable sales uplift, and encourage brand switching, without defaulting to permanent price cuts that erode long-term value.

We’re witnessing a fundamental shift in how people drink, and TRIP is right at the centre of it. Consumers are moving away from high-sugar soft drinks, artificial ingredients, and alcohol-heavy lifestyles. Moderation is no longer a niche lifestyle; it is fast becoming the norm. Younger consumers are drinking less alcohol but still want beverages that feel social and special.

When everything online starts to feel the same, the brands that win are the ones creating something people can actually feel. In a world saturated with AI-generated noise, brands are rediscovering the undeniable power of real human connection. Experiential spend is soaring, audiences are craving authenticity, and the data proves it.

Tony's Chocolonely made an impact last festive season with a unique blend of ethical gifting, humour, and creative activations. The perfect marketing mix of seasonal products, a shopper marketing strategy with interactive elements, clever branding to connect with consumers, and the effective use of influencers and social media. Building on that success this year, Tony’s is returning with a proven approach.