Posted by Sheila Shayon on October 31, 2013 06:21 PM
The average American household will spend $44 on candy for Halloween this year, a total aggregated spend of more than $2 billion. And the top chocolate brands—Snickers, M&M's, and Reese's Peanut Butter Cups—won't be the only brands to benefit.
This year brings the usual bonanza of contests and antics from a broad swath of brands eager to show their playful—and spooky—sides.
From Google's witchy animation to FedEx's Zombie Survival Kit, here are a few that caught our eye:Continue reading...
Posted by Barry Silverstein on October 16, 2013 03:02 PM
In little more than a year, some retail shelves may actually be able to identify consumers who are most likely to purchase certain snacks, thanks to Mondelez International. The $35 billion global foods giant, which spun off from Kraft Foods just over a year ago with a name intended to evoke "delicious world," markets such snack brands as Cadbury, Certs, Oreo, and Trident.
In 2015, the company plans to introduce "smart shelves" with sensors designed to detect the age and sex of consumers. Then, advanced analytics will associate the right type of snack product with each consumer, and a video display will target consumers with appropriate ads and promotions.
Mondelez wants to place its smart shelves as close as possible to the point of sale—right near the checkout aisles to track and possibly encourage last-minute impulse buys. Mark Dajani, the CIO of Mondelez, told the Wall Street Journal, "When people walk by, it's a missed opportunity. We must know how the consumer behaves in the store. ...Knowing that a consumer is showing interest in the product gives us the opportunity to engage with them in real-time."Continue reading...
social media watch
Posted by Alicia Ciccone on September 25, 2013 11:49 AM
During its Wednesday presentation at Advertising Week in New York, Twitter, in partnership with Deep Focus, continued to push its compatability with brand marketing, previously through a presentation on its Amplify TV product, and now with a live, real-time example of how brands can better engage with fans through in-the-moment marketing efforts.
The morning session promised attendees that the micro-blogger would create a real-time promoted Tweet campaign for RadioShack—a brand that is knee-deep in a digital, social revival of its retail business—within the one-hour session, with help from the audience, of course.
And they did. RadioShack tweeted a Halloween-themed post that married the retailer's core offerings with a time-relevant event, enforcing the marketing power behind living in the moment.Continue reading...
Posted by Abe Sauer on September 20, 2013 01:53 PM
China is the second largest economy in the world and every significant brand's future is impacted by its growth (or collapse)—but who's got the time?! Here's the week's reads that will make you look like a keen China observer in case you find yourself immersed in a cultural conversation.
This holiday week: Haagen-Dazs' moon cake madness… Yao Ming's unique net worth… Unicom iPhone sales… Tencent's market value… talking Bread Talk… carpeting China… online grocery sales… lagging e-vehicles… 4G… Italian shoemakers... and more.Continue reading...
chew on this
Posted by Dale Buss on July 22, 2013 12:49 PM
Oreos, Fritos, Doritos, Cadbury, Trident and Sunchips all on the same truck as they head to the supermarket? That's a vision of a highly symbiotic, cost-efficient brand and product portfolio and distribution scheme, if you ask Nelson Peltz. He'll be happy to see some other distributor getting the Pepsi into the beverage aisle and the Naked Juice into the refrigerators in the produce department.
That's part of the scenario being sketched by activist investor Nelson Peltz as he presses PepsiCo to spin off its uneven drinks business, then purchase Mondelez International so the two snack giants can combine their stables of diverse and powerful brands both in the US and international arenas. Such a global snack giant would have $70 billion in combined revenue and 17 snack brands that each has more than $1 billion in retail sales.
Peltz said at a recent conference that PepsiCo is at "a crossroads" with a beverage business that was losing market share in soft drinks to CocaCola and to which PepsiCo CEO Indra Nooyi has only recently—and seemingly grudgingly—given more marketing support.Continue reading...
Posted by Dale Buss on June 25, 2013 06:33 PM
The year-old split between Kraft Foods and Mondelez International is working out about as financial and marketing engineers had promised, with the latter attacking emerging global snack markets with zest and Kraft trying to squeeze everything it can out of more mature North American markets.
The latest evidence that the split strategy is taking hold as planned: Kraft Foods is boosting US marketing spending significantly and has retained traction as one of the biggest advertisers in the American market, while Mondelez's spending on US advertising has dwindled—even though Mondelez retains domestic control of iconic brands such as Oreo.
Kraft Foods plans to pump more than $100 million into brand-building in the second half of this year as it aims to differentiate its classic brands in commodity categories such as cheese from private-label players, while also launching new US products such as Fresh Take, a meal kit that combines fresh cheeses, spices and breadcrumbs, according to Advertising Age.Continue reading...
Posted by Sheila Shayon on June 21, 2013 11:48 AM
As this year's Cannes Lions Festival of Creativity comes to a close, it seems that the word 'advertising' is no longer big enough to encompass the varied amount of content that brands are charged to produce nowadays.
With more distractions than ever, brands are fighting for consumer attention as they expand from traditional media into more mobile and social endeavors. Ad content needs to be more fluid, and with that, Cannes needs to be more all-knowing.
“The word advertising for advertising's sake is hopefully going to die," James Hilton, co-founder and chief creative officer AKQA told AdAge. "Brands are producing things that contribute to people's lives and the time of advertising as interruption is very much over. It's time for festivals like Cannes to redefine what the word advertising means."Continue reading...
Posted by Abe Sauer on June 13, 2013 11:49 AM
"Put down your Huawei" is the message behind a new campaign from China tech giant Huawei. Wait, what?
In a new campaign in China, Huawei is warning about how products—such as its own—are causing families to lose valuable communication time. It's all centered around Huawei's "honey box." It's a brave new endeavor by a few brands in China to show people how unbearable their lives have become, just before showing them how a product can solve that.
In separate, 30-second episodes broken off of a longer 3:30-minute central piece, families struggle with the distracting screens of the modern age. A father gets a message from his wife to put down the smartphone during a family dinner; an elderly man leaves to wander the streets alone after unsuccessful attempts to engage his son and grandson who are both glued to glowing screens; a child messages his mother in the next room, asking her to come and watch TV with him and grandma. The mother, herself watching TV on her laptop, ignores him.Continue reading...