Posted by Dale Buss on May 20, 2013 04:36 PM
Procter & Gamble remains far from out of the woods in its closely watched effort to goose sales in traditional western markets, bolster its biggest brands, rebuild its innovation mojo—and do all of that at a less expensive level. The company's newest such effort is to overhaul how it measures the impact of its $5 billion-plus annual marketing outlay, especially its digital aspects, in a major new review.
America's largest advertising spender just adopted a new system two years ago for measuring ROI on marketing spending because investors—led by activist shareholder Bill Ackman—had begun pressuring new P&G CEO Bob McDonald to get more efficient in that area. Of course, Ackman and like thinkers began putting pressure on McDonald all over the map in an effort to get him to move more aggressively on a strategy to put P&G's financial returns back to historical peaks and more in line with those of competitors such as Colgate and Reckitt Benckiser.Continue reading...
Posted by Sheila Shayon on May 16, 2013 01:49 PM
Having conquered the internet, video and now launched into music, Google is moving into shopping through YouTube's new "channel gadget."
"To shorten the path to purchase and translate video views to sales, today we’re introducing a new channel gadget on YouTube that will enable consumer goods brands to connect consumers directly with retailers throughout the entire YouTube experience," Google wrote in a blog post. "This new channel gadget will enable shoppers to seamlessly move from browsing how-to videos and featured products to finding which retailers carry them, check availability, compare prices and make a purchase, all with fewer clicks than today."
Google's first client is Unilever’s Tresemmé, which already has a robust YouTube channel in place featuring celebrities and style setters. Now users can click on the products in demo videos for purchase information, a perk that will only appear on brand channel pages.Continue reading...
Posted by Mark J. Miller on May 16, 2013 11:39 AM
Hellmann’s mayonnaise turns 100 this year and its owner, Unilever, is celebrating with the brand’s biggest marketing campaign ever.
"It's part of the culinary heritage of America," said Brian Orlando, Hellmann's senior marketing director, the Associated Press reports. "After 100 years, we decided it was worth going out and revisiting this brand and what it is today."
Unilever is shelling out for TV, print and digital ads for its “Bringing the Best Together” campaign as well as a Facebook page and YouTube videos “featuring chef Mario Batali cooking up Hellmann's recipes, a Smartphone app and a September event that will include the world's largest picnic table,” according to AP.
Batali has been asked to create 30 recipes that incorporate Hellmann's to be shared via Facebook and the app. The TV ads, however, will focus on founder Richard Hellmann’s New York deli where the brand was first sold.Continue reading...
Posted by Sheila Shayon on May 14, 2013 01:46 PM
Continuing its full-on assault to gain share in the US retail market, Kraft Foods’ Gevalia coffee is counting on spokesman “Johan” to open the java-gates as the brand tries its best to convince consumers to pick up its coffee over Starbucks.
The brand has launched a new web series, "Cup of Knowledge," as another outlet to help the brand market the results of an independent taste test commissioned by the brand, which reportedly showed that 59.7 percent of coffee drinkers preferred the taste of Gevalia's House Blend over Starbucks Breakfast Blend. This isn't the first time the brands have battled on the taste test front.
Back in February, the U.S. National Advertising Division ordered Kraft Foods to discontinue its marketing claims that Gevalia tastes like Starbucks, with marketing copy like, "New! If you like Starbucks Breakfast Blend, try this!"Continue reading...
Posted by Dale Buss on April 29, 2013 10:33 AM
Because it's such a huge part of the US and global economies, it's difficult for Procter & Gamble to untether itself from general trends even when that would be expedient. So when consumers worldwide are feeling up, down or iffy—with tentative growth in the US, slowing growth in China and negative "growth" in Europe—P&G executives are bound to feel the same way.
Thus P&G CEO Bob McDonald is having to explain the company's latest quarterly report as a glass half-full, with top-line growth a bit higher than expected, and bottom-line growth a bit lower. The company's huge brand stables in developed economies were mostly a drag, while developing markets give P&G some reasons for near-term optimism—such as Brazil, where it's about to begin shipping Ariel Pods in an effort to turn that country's laundry-detergent market upside down the way Tide Pods have in the United States.
"The market itself is rather choppy," McDonald told investors this week on a conference call. "We're in the midst of a recovery. The market's heading in one direction, but it's choppy."Continue reading...
Posted by Dale Buss on April 18, 2013 10:43 AM
Dannon's Oikos Greek-style yogurt and Starbucks' new K-Cups single-serve coffee pods topped IRI's closely watched and just-released list of New Product Pacesetters among foods and beverages last year, while Allegra led the list among non-food brands as well as generating the most sales of any considered new CPG product in the US in 2012.
The 200 top-selling CPG launches of the year included in IRI's report each captured more than $13 million in year-one sales, with an individual average of $39.5 million in first-year revenues at a time of difficult growth for CPG brands and products in the USmarket.
The list "are best-in-class products that have truly beaten the daunting new product odds," said Larry Levin, executive vice president and general manager of insights and thought leadership for Chicago-based IRI, which among other things tracks individual product and CPG category sales at US grocers, drug stores and mass merchandisers with the exception of Walmarts.Continue reading...
truth in advertising
Posted by Sheila Shayon on April 17, 2013 04:53 PM
Only four percent of women worldwide consider themselves beautiful according to Dove, whose latest installment of its famed Real Beauty campaign presents a social experiment to dispell negative personal perceptions.
The tagline of the campaign, "You are more beautiful than you think," demonstrates the disparity between a woman’s self-image and a stranger’s perception, playing on the common saying , "You are your own worst critic."
Created by Ogilvy Brazil, FBI-trained artist Gil Zamora, an forensic expert who has sketched more than 3,000 eye witness reports, first drew portraits of seven women of different ages and backgrounds according to their own description, followed by sketches of those same women according to strangers who had just met them on the same day.
In the "Dove Real Beauty Sketches" video (watch below) produced for the campaign, the participants say things like, "My mom told me I had a big jaw," "I kind of have a fat, rounder face," and "I'd say I have a pretty big forehead."Continue reading...
Posted by Mark J. Miller on April 15, 2013 11:50 AM
PepsiCo’s Frito-Lay Scoops Corn Chips may identify itself as “a unique combination of great taste and good fun rolled into one great snack,” but a jury in Texas has a few quibbles with just how unique its name is.
Frito-Lay North America came after Medallion Foods and Ralcorp Holdings for their Bowlz and Cupz chips that appeared in Walmarts and Krogers, respectively, around the time of this year’s Super Bowl, FoodProductDesign.com reports. Frito-Lay was not amused and wanted $4.5 million for their troubles as well as the disappearance of any products that come close to looking like Scoops.
After just five and a half hours, the 10-person jury ruled against Frito-Lay. “This was a very complicated trial, and we were fortunate to have an extremely smart jury that understood the issues and delivered a just verdict,” said John Ward, whose firm Ward & Smith helped represent Medallion, according to IPWatchdog.com. “This jury digested almost 40 pages of complex instructions and returned a verdict in our clients’ favor on all issues submitted.”Continue reading...