Posted by Dale Buss on November 4, 2013 09:02 AM
BlackBerry sale to Fairfax falls apart as $1 billion in funding is secured, CEO Thorsten Heins steps down and shares plunge.
Kellogg plans to trim 7% of workforce by 2017 as part of global restructuring.
American Airlines and US Airways merger cleared in US, but only with broad divestitures.
AB InBev sees strong growth for Budweiser in Russia.
Alcatel-Lucent seeks to raise $2 billion for turnaround plan.
Apple's gold iPhone 5s continues flying off shelves, while Apple CEO Tim Cook backs LGBT anti-discrimination bill.
Billabong sells Canadian retail chain West 49.
Chevron pumps up spending to boost production.
Dr Pepper finds formula to Facebook success.Continue reading...
Posted by Dale Buss on October 28, 2013 05:32 PM
NBC already has indicated it will enjoy a record haul for US TV advertising during the 2014 Winter Olympics in Sochi, Russia. But the job for brand sponsors of the Games and athletes has only begun on their path to the opening of the games on February 7.
Top-tier marketers including Coca-Cola, P&G, Target, and Kellogg's are signing up to sponsor Team USA athletes as well as trying to navigate the increasingly icy waters around Sochi regarding the tendency of the Russian government to violate human rights and LGBT rights.
On Tuesday, the US Olympic Committee will kick-off a 100-Day Countdown campaign featuring Team USA in Times Square in New York, hoping to recreate the excitement of 2012's Road to London event (at top) with the Liberty Mutual-sponsored Road to Sochi (#RoadtoSochi) tour.Continue reading...
Posted by Mark J. Miller on August 5, 2013 07:33 PM
Cold-cereal sales are falling, so companies are doing whatever they can to boost revenue in other areas. General Mills’ Pillsbury division hasn’t used a brand mascot for its products since the Doughboy was introduced back in 1965, but now the company has added a new face to help boost the revenue of an old brand: Toaster Strudels.
Toaster Strudels have been doing battle with Kellogg’s Pop Tarts for 27 years and have recently lost some ground, especially on the heels of Pop Tart's release of peanut butter variations. According to IRI, Toaster Strudels sales dropped 1.1 percent to $204 million in the year ending July 14. Meanwhile, Pop Tarts is on the rise, growing 5 percent to $668 million during that same time frame.Continue reading...
Posted by Sheila Shayon on August 5, 2013 04:39 PM
The ongoing battle over the increasing girth of American consumers is heating up—again.
Marketers have joined forces on a $50 million campaign plugging front-of-pack labeling called Facts Up Front, dually motivated by bettering their image among consumers and getting federal regulators off their backs. The Facts Up Front initiative actually began in 2011, displaying stats such as calories, saturated fat, sodium and sugar content, but it was promoted lightly and had little effect on consumer sentiment.
The latest campaign, funded by members of the Grocery Marketing Association and the Food Marketing Institute is being helmed by BBDO, Edelman and FoodMinds. Major food companies including General Mills, Kraft Foods Group, Mondelez International, Kellogg and Hershey will participate in the program which GMA estimates will include 70 to 80 percent of products from participating companies by year’s end.Continue reading...
social media watch
Posted by Sheila Shayon on July 24, 2013 11:20 AM
General Mills is tackling social media with a twist. The brand, which produces some of the most iconic cereal brands around, including Cheerios and Lucky Charms, launched a social effort dubbed Hello Cereal Lovers at the end of 2012. Over six months later, the social experiment is going strong, but isn't making too much of a fuss.
With over 313,000 likes on Facebook, a vibrant website, Instagram and Tumblr accounts, and a cheery Twitter feed, the Fortune 500 company has built a dedicated home for bowl-based breakfast enthusiasts—whether they're spooning General Mills cereal or not.Continue reading...
truth in advertising
Posted by Mark J. Miller on June 4, 2013 05:32 PM
What parent wouldn’t want their kid to eat a cereal that improved his or her “attentiveness, memory, and other cognitive functions by 20 percent?” Pretty much none. Unfortunately for Kellogg’s Frosted Mini-Wheats, that phrase may also describe the validity of the claim.
The company has been ordered to shell out $4 million in a class-action suit as part of an agreement in which Kellogg’s won’t be assigned a guilty or innocent verdict. AdWeek notes that the company “changed its marketing message” after the Federal Trade Commission filed a false-advertising case against the company in 2009 after an ad was aired that claimed that the cereal was “clinically shown to improve kids’ attentiveness by 11 percent,” ThinkProgress.org reports.Continue reading...
Posted by Sheila Shayon on May 2, 2013 03:36 PM
As Kermit the Frog taught an entire generation, “It's not easy being green.”
Clorox’s Green Works is a case study in the steep learning curve of green branding. The line of environmentally friendly housecleaning products launched in 2008 with an endorsement from the Sierra Club, which helped boost its market penetration and credibility.
That $1.3 million contract ends in December and the brand chose Earth Day to announce a strategic marketing revamp, including a new tone of voice (embodied by its new manifesto, posted on Facebook and its website) and the removal of the Sierra Club logo from all Green Works packaging, a clear sign of the times as green cleaning products have been forced to reduce their premium prices and re-position the sell to deflect declining sales.Continue reading...
sip on this
Posted by Dale Buss on March 4, 2013 06:22 PM
American ready-to-eat-cereal brands are coming along to help close the shrinking gap between breakfast solids and liquids with new "on-the-go" beverages aimed at helping Americans ingest the nutrition of a typical morning repast without having to sit at their kitchen tables to do so.
Kellogg plans to roll out its Breakfast To Go drink across the U.S. this year while General Mills has been testing a similar drink called BFast in Northeast markets. Both of them are milk-based but are fortified with fiber, more protein and other things that essentially give them the nutritional value of a bowl of cereal and milk. BFast relies on whole-grain quinoa and inulin, a root derivative for fiber, while Breakfast To Go includes whey-protein concentrate and soy-protein isolate.
"We're seeing a very good response to this," Kellogg CEO John Bryant said in a recent presentation, talking about the test of Breakfast To Go at a major retailer (it sells for $6/4 bottles at Walmart). "Still early days, but we see it as an opportunity to bring consumers in who otherwise would be skipping breakfast or skipping cereal and eating something else. So [it's] an opportunity for us to participate more in dashboard dining when it comes to a product that's actually hard to do that [with], traditional cereal."Continue reading...