chew on this
Posted by Dale Buss on August 3, 2012 11:14 AM
First Chobani came along and revolutionized the yogurt Americans eat in their homes or on the go, by mainstreaming Greek-style yogurt and creating one of the biggest phenomena in the CPG industry in years. Now enjoying its first Olympics tie-in with its Team USA sponsorship, the New York-based company wants to change the way that Americans consume yogurt with "yogurt bars."
Starting in New York, of course. Chobani just opened its first retail store, on Prince Street in SoHo, where Gov. Andrew Cuomo — who hailed a new PepsiCo yogurt plant this week in upstate New York — dispatched his lieutenant governor, Robert J. Duffy, to drop by for the store opening. The former site of a Swatch store offers plain Chobani starting at $2.75 as well as "yogurt creations" for $3.75, created by on-site "master yogurt makers."
"Governor Cuomo is proud of that fact that New York State has become the yogurt capital," Duffy commented, according to the New York Times.Continue reading...
Posted by Dale Buss on July 27, 2012 03:56 PM
Procter & Gamble had a good thing going with its mom-focused global campaign heading into the London Summer Olympics, and so like the world-class marketers they are, the company is trying to extend the string of positive impressions throughout the Games.
To that end, P&G CEO Bob McDonald and Global Brand Building Officer Marc Pritchard joined the mothers of several Olympic athletes and other P&G executives to virtually "ring" the opening bell of the New York Stock Exchange "remotely" — from the P&G Family Home pavilion in London.Continue reading...
Posted by Dale Buss on July 25, 2012 04:04 PM
There's more riding on the shoulders of New York Giants star wide receiver Victor Cruz this year than hopes for the team's repeat of a Super Bowl championship: He also must bear part of the burden of turning around Campbell's woeful soup franchise.
Campbell will feature Cruz in a reprise of its "Mama's Boys" campaign of old for Chunky Soup, an iconic effort that harks back to when Americans still ate more Campbell's soup each year than the year before. That isn't the case anymore for Campbell even after the Great Recession, increased advertising spending, and the latest move — a spate of new products aimed at Millennials — have failed to turn around the fortunes of this venerable soup business.
That's why Campbell's CEO Denise Morrison this week was finally telling investors that, "by itself," the soup business "cannot take us where we want to go." Her vision of a Campbell of the very near future is based on its Pepperidge Farms brand, growing V8 beverage franchise and its recent acquisition of Bolthouse Farms and its packaged fresh foods and juices.Continue reading...
Posted by Dale Buss on July 24, 2012 01:03 PM
Procter & Gamble is only in the beginning stages of what could be a long turnaround effort under CEO Bob McDonald. One promising step announced today: P&G is partnering with the U.S. Environmental Protection Agency to help the consumer packaged goods giant make serious strides towards its sustainability goals.
The company announced that it will be working with the EPA's National Risk Management Research Laboratory "to develop new tools to optimize sustainability improvements in manufacturing facilities, and their associated supply chains."
The collaboration will focus on the pillars of P&G’s long-term environmental sustainability vision, announced in September of 2010: "Powering its plants with 100% renewable energy; Using 100% renewable materials or recyclate for all its products and packaging; Having zero consumer or manufacturing waste going to landfills; and Designing products that delight consumers while maximizing the conservation of resources."Continue reading...
Posted by Dale Buss on July 20, 2012 11:49 AM
There's nothing new about crowdsourcing product varieties anymore, but Frito-Lay is bringing an interesting twist to a promotion that it launched today: offering the winner of a new-flavor contest the option of a prize based on sales of the new potato-chip flavor that he or she inspires.
In its "Do Us a Flavor" campaign headlined by actress and restauranteur Eva Longoria and Food Network Iron Chef Michael Symon, the PepsiCo unit invites fans to submit their potato-chip flavor ideas via a Facebook app for a chance to win $1 million in grand-prize money — or one percent of their flavor's 2013 net sales, whichever is higher.
"We [already] have a lot of flavors that would make the one-percent option a bigger payout than the $1 million," Ram Krishnan, Frito-Lay's vice president of marketing, told brandchannel. "We're opening it up so that consumers can have a winning proposition."Continue reading...
in it to win it
Posted by Mark J. Miller on July 19, 2012 02:13 PM
Hey kids — eating cereal can earn you valuable prizes! Yes, you’ve got your airline loyalty cards and your hotel loyalty cards. You’ve got your “Buy 10 and Get One Free” cards at the shoe store, liquor store, and every other store. You’ve got your cash-back loyalty programs. And now you’ve got your cereal loyalty program.
In the vein of MyCokeRewards.com, Kellogg this week kicks off its own loyalty program. The idea is for consumers to visit KelloggsFamilyRewards.com and enter codes on each Kellogg product that they purchase. They then become eligible for rewards as well as the opportunity each day to win $200 of groceries.Continue reading...
Posted by Barry Silverstein on July 18, 2012 05:11 PM
Private label products, also known as store brands, have never enjoyed so much popularity. Years ago, generic products were seen as inferior and dull, but today, economic conditions and a distinct improvement in product quality have given private labels a new desirability.
In the U.S., store brands are thriving. A recent study of 500 U.S. consumers conducted by the management consulting company Accenture shows that 64 percent of shoppers' grocery carts were at least half full of store brands — and 39 percent said they've bought more store brands in recent years.
That trend is not limited to the United States. A new report from IBISWorld, Australia's largest provider of industry-based research, notes that private labels will account for over 30 percent of supermarket sales in Australia by 2017-18.Continue reading...
Posted by Sheila Shayon on July 17, 2012 03:17 PM
Breaking: consumers are not the most reliable source of what grabs their attention and influences their shopping choices. So marketers are using sophisticated eye-tracking technology to measure shopper response to different products and design.
That's why P&G, Kimberly-Clark, Johnson & Johnson and Unilever are just a few of the CPG giants using three-dimensional computer simulations of both designs and store layouts with the eye-tracking technology to deduce how to improve sales.
“Eye-tracking gives you the only valid way of measuring shelf visibility, because it’s fully a behavioral measure," Scott Young, president of Perception Research Services, told Packaging World. "If you ask consumers attitudinally what they saw on shelf, you’re not going to get accurate information, because recall is biased by brand familiarity. If a shopper sees a soda shelf, she will ‘remember’ seeing Coke and Pepsi, even if they weren’t actually on the shelf.”Continue reading...