Dannon Turns Yogurt Marketing On Its Head with Men's Health Oikos Ad

Posted by Dale Buss on May 16, 2013 12:39 PM

Many a dairy brand have been trying to figure out how to pivot their offerings toward the perceived protein needs of men. That's how the whole phenomenon of chocolate milk as a workout "recovery" drink got started, and that's the positioning that has made hits out of tailored dairy-based products such as Muscle Milk.

Now a major brand known for a whole other kind of dairy wants to muscle in on the action. Dannon USA as been advertising in Men's Health magazine depicting its Oikos yogurt as a dose of protein that even men can appreciate. "The New Protein" ad depicts Oikos inside a hamburger bun, for example, on a grill with chicken breasts and in an egg container to underscore the fact that, as a Greek-style yogurt product, Oikos carries even more of a protein punch than regular yogurt.

Men's purchases likely would only ever become a sliver of overall demand for Oikos, which ranked as not only the most successful US new-product launch of 2012 among CPG brands, as evaluated by SymphonyIRI, but the most successful such launch since 2009.Continue reading...

branding together

Is Men's Health Nuts to Team with Planters?

Posted by Dale Buss on April 17, 2012 04:08 PM

Ever heard of Beer Nuts? The brand of bar peanuts, redolent as it is of junk foods and calorie-laden alcoholic concoctions, is typical of male consumption of nuts.

But now Kraft has another approach in mind. Leveraging the increasingly understood association between nuts and health in a new way, the Planters brand has signed a deal to co-brand a nutritious nut mix with Men's Health magazine, as we noted here yesterday.

Planters Nut-rition Men's Health Recommended Mix has rolled out with an advertising campaign on the back cover of the May issue of the magazine and a TV spot (watch it below) that's now running on ESPN and other US cable networks.Continue reading...

brand news

In the News: Audi, Coke, Jaguar and more

Posted by Dale Buss on April 17, 2012 08:59 AM

In the News

ABC edges out NBC in the morning.

AOL pushes to grab TV-ad dollars.

Apple loses luster on its shares.

Audi set to buy Ducati, Bloomberg reports.

BlackBerry store sits as quiet marker of RIM failed strategy.

Coca-Cola profit beats estimates.

Coty says it has lined up capital for Avon bid.Continue reading...

ad watch

Ad Watch: ESPN Finds Real Michael Jordan, T-Mobile Girl Loses Pink Dress

Posted by Shirley Brady on April 16, 2012 07:05 PM

ESPN's new Michael Jordan commercial, above, features a different Jordan, hilariously.

Below, P&G's new Tide commercial promotes its support of US athletes at the London 2012 Olympic Games, T-Mobile spokesmodel ditches the pink dress, Planters goes nuts with Men's Health, and more new campaigns:Continue reading...

Around The Web: Tiger: Day 15

Posted by Stephanie Startz on December 11, 2009 05:41 PM

Tiger Inc. faces uncertainty in deals with Gillette and Accenture. [Daily Beast]

Men's Health EIC cites "branding strategies" as reason for repetitive cover lines. [Gawker]

Apple's Lala deal will increase iTunes influence on digital media. [Daily Finance]

Goldman Sachs brand value is in the toilet. But does it matter? [Business Insider]


elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia