chew on this
Posted by Dale Buss on November 5, 2012 05:03 PM
One of the main reasons for Kraft to split into its new Kraft Foods and Mondelez International units was to free the latter to pursue the beckoning opportunities in the global snacking business without being tied down to the slower-growth, mature North American groceries business, which now alone comprises Kraft Foods.
But in the early going, at least, both newly independent entities are pursuing something of the same strategy to tap into their separate growth opportunities: paring back non-performing, small or relatively insignificant brands, and applying innovation resources and expansion ambitions to brands that have a chance to make the most of them.
Mondelez, for example, already has said that it may divest some products as it seeks to streamline its range. The company will pursue a "simplification agenda," Tom Cofer, head of Europe for Mondelez, confirmed to Bloomberg.Continue reading...
Posted by Dale Buss on October 22, 2012 09:00 AM
Lance Armstrong is stripped of titles and banned from cycling for life by international body.
Nissan joins hybrid parade.
Virgin's four-star hotels are coming to NYC.
AIG CEO defends company's "free lunch" to New York mag.
American Idol sees ad rates fall.
Ancestry.com agrees to $1.6-billion takeover deal.
Apple creates buzz with plans for smaller iPad as school sales buoy its tablet lead.
BP sells entire Russian stake to Rosneft.
Banana Republic plans to bring back Mad Men collection.Continue reading...
Posted by Shirley Brady on October 21, 2012 05:12 PM
Early look at new Windows 8 design baffles some users, but not three-year-old Julian, above, as Best Buy starts taking pre-orders for Windows 8 phones and gets ready to launch Surface tablet — and manage expectations ahead of growing thirst for tablets, and Oct. 23rd reveal of Apple's iPad Mini.
Lance Armstrong urges cancer supporters and celeb pals to stand by LiveStrong, as the New York Times and other media detail alleged doping cover-up.
Abercrombie & Fitch CEO sued by former private airline pilot over dismissal and eyebrow-raising requirements.
Apple sued over deal locking iPhone to AT&T network.
AT&T, Verizon and T-Mobile will launch Isis mobile wallet on Monday.
Audi may help Mercedes-Benz overtake BMW in US.
Banana Boat recalls sunscreen due to flammability threat.
BBC roiled by "worst crisis in 50 years" and internal strife as its Jimmy Savile sex scandal handling goes public in broadcaster's own Panorama expose.Continue reading...
Posted by Sheila Shayon on October 18, 2012 03:03 PM
News America Marketing (NAM), publisher of coupons in the U.S. and Canada, in partnership with thinaire, a cloud-based platform for NFC marketing campaigns, and Kraft, recently teamed up on a retail innovation pilot in the San Francisco area using smartphone technology.
The experience focused on drill-down user engagement and activation through tap and engage technology, increasingly integrated in consumer’s lives. Predictions are there will be 630 million NFC-enabled smartphone users by 2015.
The program launched at five grocery stores in the Bay Area, embedding readable RFID (radio frequency identification) chips within shelftalks promoting the Kraft cheese and Nabisco cookie brands.
Shoppers were invited to tap their smartphones for interactive experiences that included a series of recipe interactions, instant download of the brand's i-Food Assistant app, input on other Kraft products and sharing on social media.Continue reading...
Posted by Mark J. Miller on October 15, 2012 02:13 PM
When there's already a Lego parody of your extreme marketing stunt, it's safe to say that pretty much the entire planet now knows the name Felix Baumgartner, thanks to the 43-year-old Austrian skydiver's record-breaking supersonic freefall, 24 miles out of the sky, straight down to New Mexico. He made breaking the sound barrier look so easy that he landed on his feet, and you nearly expected him to land right into a moving convertible (or one of those Red Bull Mini Coopers), James Bond style.
His main benefactor since 1988, Red Bull, deserves to milk the historic feat for all its worth for some time. After all, the whole thing came about from Red Bull Stratos, a challenge put forth by the brand back in 2005 that nobody could beat the standing world record. Well, Baumgartner did — so what does Red Bull do now? And how much does the brand stand to reap on what one observer calls "the greatest marketing stunt of all time" after financing the research, training, team, equipment and PR?Continue reading...
Posted by Shirley Brady on October 3, 2012 06:53 PM
Collaborating with startups is becoming popular these days. GE funds a startup incubator program; PepsiCo is expanding its PepsiCo10 initiative, which pairs startups with brands such as Quaker; BMW's iVentures arm is a $100 million venture capital fund that's investing in mobile innovation; and Lexus is getting into the startup funding business. Now you can add Mondelēz International to that list.
With a tagline of "The Future in 90 Days," the two-day old company's new Mobile Futures program was announced at the Mobile Marketing Association's Advertising Week conference in New York. The program is structured in two phases: scaling startup innovation, and creating entirely new mobile ventures by partnering entrepreneurs in the mobile space with "up to 10" Mondelez brands, as Mondelēz VP of Global Media and Consumer Engagement Bonin Bough told Ad Age.
Bough is bringing a solid track record to the task. He oversaw digital and consumer engagement at PepsiCo, including the now wrapped Pepsi Refresh Project crowdsourced community project-funding platform, before joining Kraft Foods in February. He's tapping that experience to spur mobile innovation at Mondelēz, the just-launched global corporate identity for Kraft Foods following Monday's spin-off of Kraft's North American consumer packaged brands.Continue reading...
Posted by Dale Buss on October 3, 2012 08:47 AM
AIG unveils new corporate logo as part of rebranding.
Sprint left behind as T-Mobile talks about merging with MetroPCS.
Boeing lowers global forecast as GE calls for inspections of certain Boeing models with its engines.
Air Canada debuts plans for low-cost carrier.
Airtime startup by Napster founders stumbles.
Alexander McQueen show sets Paris abuzz.
American Airlines finds seat problems on six aircraft.
Better Place CEO resigns from EV-charging-station startup.Continue reading...
chew on this
Posted by Mark J. Miller on October 2, 2012 11:55 AM
When the color purple comes up in conversation, many automatically think of Alice Walker’s Pulitzer Prize winning novel that told the story of 1930s African American women in rural Georgia or the excellent film version that showcased just how underrated as actresses Oprah Winfrey and Whoopi Goldberg could be. Others think of Donny Osmond’s socks. Parents of preschoolers may associate it with that unwieldy dinosaur Barney.
But to a group of folks in Birmingham, England (and another in Northfield, Illinois), purple is the color of money. And they’ll do everything they have to to hang onto their own particular shade of the color. For years, Cadbury, the candy maker based in Birmingham and owned by Kraft Mondelez, has been doing battle with Nestle over a particular shade of purple that it received trademark rights to back in 2008.
The fight seemed to reach an endpoint late last year when the registrar at the UK Intellectual Property Office decided that Cadbury was within its rights to ask for Pantone 2865c to be exclusively theirs for chocolate products and drinks. After all, Cadbury had been using that particular shade since 1914 in honor of Queen Victoria.Continue reading...