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

Super Bowl Ad Tracker: Dannon Debuts With John Stamos for Oikos Greek Yogurt

Posted by Dale Buss on January 19, 2012 07:01 PM

Dannon USA hasn't advertised in the Super Bowl before, but executives of the American arm of France's Groupe Danone know a good Super Bowl ad when they see one.

"It has to be memorable," Michael Newirth, senior director of communications for Dannon USA, told brandchannel. "It tends to have a healthy dose of humor. And usually it's got some element of surprise. And you can expect to see some of all of those in [the ad] we share on February 5."

And actually, Dannon has given a lot away already about what its first-ever ad in the Big Game will entail.Continue reading...

a brand apart

Chobani Conquers Yogurt Market, Faces New Problem

Posted by Abe Sauer on May 10, 2011 04:30 PM

While America was busy looking for the birth certificate, watching the royal wedding, and celebrating the death of Osama bin Laden, a quiet revolution was taking place. After years and years of dominance by brands such as Dannon and Yoplait, the yogurt category came to be owned, seemingly overnight, by Chobani. In fact, Chobani's rise to become the best selling yogurt brand in the US was so fast, the brand is facing a whole new challenge.Continue reading...

brand revival

Operation Spark: Kraft Reheats 'Ghost' Brands

Posted by Barry Silverstein on April 13, 2011 02:00 PM

The world's second largest food company (annual revenues of about $49 billion) is home to eleven billion-dollar iconic brands: Cadbury, Jacobs, Kraft Macaroni and Cheese, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, and Trident.

But what about Kraft's smaller brands, at risk of being sent to the glue factory because of flagging consumer interest or meager ad budgets?Continue reading...

brand news

Brands to Watch: AMC, Sbarro, American Apparel and more

Posted by Dale Buss on April 1, 2011 09:00 AM

In the News

AMC, Matthew Weiner and Lionsgate reach agreement to keep Mad Men on the air for three more seasons.

Sbarro restaurant chain to file Chapter 11.

American Apparel nears bankruptcy filing.

American Airlines and Japan Airlines launch trans-Pacific airline alliance.

Budweiser runs responsible drinking campaign on "China's Twitter," Sina Weibo.

Disney rolls out Disneymedia+ to integrate brand marketing in Europe.

Panasonic reports on impact of Japan disaster on operations.Continue reading...

campaign tactics

Kraft Keeps Salty Talk With Athenos Campaign

Posted by Dale Buss on March 10, 2011 12:30 PM

Kraft signaled that it’s taking a whole new approach to marketing with its opportunistic hiring of the golden-voiced former homeless man, Ted Williams, in January.

Despite Williams' dulcet tones, the children featured in those macaroni and cheese spots have been a little cheeky, saying "screwed up" and "piehole" as they roll their eyes at their parents.

Now the CPG giant is continuing on the profane theme, featuring a blunt-talking grandmother as the face (and potty mouth) of its Athenos brand.Continue reading...

chew on this

It's All Greek to Yogurt Lovers

Posted by Barry Silverstein on February 17, 2011 11:30 AM

Americans are having a love affair with Greek yogurt.

Nielsen reported last October that, "Despite the 121% higher average equivalized price of Greek yogurt compared to non-Greek yogurt, sales continue to sky rocket. Over the past 52 weeks ending October 2, 2010, Greek yogurt dollar and unit sales are up 160% and 203% respectively, while non-Greek yogurt dollar and unit sales are up 3% and 1%."

Nielsen attributes the popularity of Greek yogurt to health, convenience, and taste. So get ready for the Greek yogurt brands to start fighting it out for superiority. Agro Farma's Chobani, the top seller in the U.S., spent only $209,000 to advertise the brand in 2009. Now the company is launching an estimated $13 million integrated media campaign.Continue reading...

chew on this

Opa! Kraft Ramps Up Athenos Greek Yogurt

Posted by Dale Buss on December 23, 2010 10:00 AM

Maybe it’s a new twist on comfort food for challenging times, but the biggest hit in the yogurt section of the supermarket these days is full-bodied, full-flavor Greek yogurt.

Brands such as Stonyfield Farm’s Oikos and 3 Greek Gods, now owned by Hain Celestial, have been trying to meet booming demand for tasty Greek-style yogurt, which is thicker, creamier and generally higher in protein and, often, fat than regular yogurt. Pioneering brands such as the imported Fage yogurt are now being joined by mainstream CPG players, who are eager to meet the growing American demand for Greek yogurt.

Kraft plans to expand its Athenos brand of hummus and other Mediterranean fare to include Greek yogurt nationwide in January. Athenos Greek yogurt is available in select US markets now, in response to demand from some 85,000 Facebook fans.

“Two years ago, if you described this as a niche, you were almost giving it too much credit,” Gary Hirshberg, CEO of Stonyfield Farm, told brandchannel. “But today it is a $200-million to $300-million segment, headed toward $500 million, and every major player is leaping into it.”Continue reading...

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