chew on this

Kraft Sweeps Out CMO in Shakeup to Battle Big CPG 'Indigestion'

Posted by Dale Buss on February 13, 2015 04:50 PM

The woes of big CPG food marketers may cause indigestion, but for Kraft CMO Deanie Elsner, the company's problems led to a much bigger malady: displacement.

Elsner is leaving the company, which split from what is now Mondelez in 2012, as part of a management overhaul that was announced this week (along with its latest quarterly earnings report) by new CEO John Cahill.

For its fourth quarter, Kraft reported a disappointing net loss of $398 million on a one-time charge, even as its revenue rose by 2.2 percent.

This same financial struggle—described by the Wall Street Journal as "indigestion" for the giants—is also being faced across the CPG industry by other companies, including Kellogg, Campbell Soup, ConAgra Foods and Mondelez itself.Continue reading...

bc q&a

Home's Best Friend: 5 Questions with Coldwell Banker CMO Sean Blankenship

Posted by Dale Buss on February 11, 2015 09:30 AM

As Super Bowl advertising has proven, TV viewers are drawn to ads featuring dogs—especially cute, little puppies. Fully aware of this trend, Coldwell Banker Real Estate will be showcasing man's best friends during the 87th Academy Awards broadcast on ABC on Sunday, February 22.

The brand's spots that will be unveiled during the Oscars will feature rescue dogs welcoming their "pet parents" home. At the same time, the brand will announce its first-ever "Homes for Dogs Project" to find families for 20,000 adoptable dogs, in partnership with Adopt-a-Pet.com.

Besides helping out the pooches, Coldwell Banker's goal is to make emotional connections with American home-owners and buyers, to differentiate itself from rivals that concentrate on the nuts and bolts of the home-buying process.Continue reading...

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Aflac Hits the GRAMMYs Red Carpet: Five Questions with CMO Michael Zuna

Posted by Dale Buss on February 8, 2015 07:35 PM

Aflac Duck Grammy Awards 2015

Aflac likes to keep Americans on their toes about what the disability-insurance brand might do next, and now the brand is continuing its mold-breaking ways with its biggest and most integrated marketing effort to date.

The campaign, which includes activations at the 2015 GRAMMY Awards and the Daytona 500 auto race, is built around a new Aflac benefit called One Day Pay, which allows the company to receive, process, approve and disburse payment to policy-holders for eligible claims within just one business day.

It's "our way of saying that no matter what gets in your way, trips you up or slows you down, getting claims processed and paid won't be one of them," said Dan Amos, CEO, in a press release. The campaign thus emphasizes speed and efficiency in a tangible way around viewing live events such as the GRAMMYs or the Daytona 500.Continue reading...

super bowl

Super Bowl's Halftime Hypemaster: 5 Questions with Pepsi CMO Simon Lowden

Posted by Dale Buss on January 30, 2015 05:02 PM

Pepsi's highly anticipated Super Bowl return on Sunday, with its third consecutive sponsorship of the halftime show starring Katy Perry (and a cameo by Lenny Kravitz—and not to mention Perry's toes), could be a Big Game-changer for the brand.

In fact, the halftime extravaganza is only one piece of Pepsi's ongoing Super Bowl #HypedforHalftime campaign, which also includes comedian Craig Robinson and country singer Blake Shelton.

Meanwhile, a Pepsi logo-shaped crop circle (a hint of out-of-this-world desert sightings in its Big Game commercial) has appeared near the University of Phoenix Stadium, where SB49 will be played on Sunday.Continue reading...

bc q&a

The Sundance Kid: 5 Questions with Chobani CMO Peter McGuinness

Posted by Dale Buss on January 29, 2015 02:31 PM

Chobani Sundance Film Festival cafe

Chobani is busy these days. It's launching innovative products targeting new and existing consumers and eating occasions, including the first Greek yogurt pouches aimed at kids, and new flavors of its Greek Yogurt Oats blend line and Flip Creations mix-in products.

The long-time Greek-market leader is also turning to new marketing platforms and initiatives. It won't be running an ad in Super Bowl XLIX on Sunday, even though Chobani made its debut in Big Game commercials last year, opposite Dannon's Oikos brand—which also dropped out of Super Bowl advertising this time around after a two-year run.Continue reading...

super bowl

5 Questions: Frito-Lay CMO Ram Krishnan on Crash the Super Bowl 2015

Posted by Dale Buss on January 28, 2015 04:04 PM

Doritos Crash the Super Bowl Trouble in the Back Seat 2015

It's late January, meaning it's almost time for the big event on February 1. That would be the reveal of the winner of the 2015 Doritos Crash the Super Bowl ad contest.

True, there will be a football game played that day and telecast on NBC. But Frito-Lay's nine-year-old crowdsourced annual commercials for its popular chip brand have become such a cultural fixture that they'd probably fare pretty well on their own, without the backdrop of the Super Bowl and football and all that other stuff.

Of course, the game and its viewership are required to justify the approximately $4.5 million per 30 seconds that Frito-Lay will pay to air the two winning ads. Doritos already has selected 10 finalists and posted online the shortlist from the amateurs' submitted ideas—nearly 50,000 this year.

Fans can vote for their favorites until midnight tonight, with the popular winner and another selected by the Doritos team getting the air time.Continue reading...

bc q&a

NAIAS 2015: Chevrolet CMO Tim Mahoney on the Volt, Bolt and Beyond

Posted by Dale Buss on January 14, 2015 05:28 PM

Chevrolet Volt 2016

Tim Mahoney has been reshaping the Chevrolet brand since he took over as global CMO in early 2013, leaving the CMO post at Volkswagen US to steer one of the most iconic brands in the entire auto industry.

Having chatted wth Mahoney at CES 2015 last week, where he gave a sneak peek at the Chevy Volt, we were eager to catch up with him at the North American International Auto Show, where he could say more about the brand's 2015 (and beyond) plans.

One thing not in those plans: Super Bowl advertising, as Chevrolet plans to skip the Big Game this year, along with a handful of other automotive brands that advertised during last year's Super Bowl: Lincoln, Acura, Jaguar and Honda.Continue reading...

CES Watch

The Comeback Brand: 5 Questions With Kodak CMO Steven Overman

Posted by Shirley Brady on January 9, 2015 04:04 PM

Kodak technology innovation graphic

The Consumer Electronics Show this week in Las Vegas saw the return and reinvention of a well-loved brand across a new array of consumer products.

Returning to the show for the first time in three years, and just a year after emerging from bankruptcy, Kodak came to CES 2015 with a roster of licensing partners who are bringing its iconic logo to some unexpected places, from a baby monitor (a CES Innovation Awards honoree) to the brand's first smartphone.

brandchannel caught up with Steven Overman, Kodak's Global Chief Marketing Officer (since Oct. 1st) and President of its Consumer and Film Division, during the CES fray to find out more about the comeback strategy—and also some insights into his new book, The Conscience Economy, about why and how brands must embrace corporate citizenship.Continue reading...

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