brand partners

Warren Buffett: Heinz and Kraft $45 Billion Merger Is "My Kind of Transaction"

Posted by Mark J. Miller on March 25, 2015 10:44 AM

Warren Buffett can now tuck into a nice big bowl of Kraft Mac & Cheese and not feel like a traitor.

The Berkshire Hathaway-backed H.J. Heinz company today announced it's merging with Kraft Foods Group to create The Kraft Heinz Co., forming the third-largest food company in North America and the fifth-largest on the planet with combined revenue of $28 billion.

The Wall Street Journal estimates the transaction is worth at least $45 billion, calling it "one of the largest deals involving a private equity company on record."

“This is my kind of transaction, uniting two world-class organizations and delivering shareholder value,” Berkshire Hathaway Chairman and CEO Warren Buffett said in a press release. “I’m excited by the opportunities for what this new combined organization will achieve.”Continue reading...

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...

brand strategy

Kraft Pours Resources into Revitalizing US Brands as Mondelez Travels the Globe

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...

brand makeovers

Kool-Aid Slated for Brand Update

Posted by Mark J. Miller on April 15, 2013 01:31 PM

The Kool-Aid Man used to crash through walls, wave his little stubby arms around and serve up a deep “Oh, Yeah!” whenever someone else stopped everything they were doing and yelled, “Hey, Kool-Aid!”

While Kool-Aid’s owners, Kraft Foods, still wants consumers saying “Oh, Yeah!” after sipping the fruity beverage, they are taking the brand through a modern update. After all, the brand took a 5 percent hit in revenue last year, falling to $338 million, according to the Clarion Ledger. It seems like the powdered drink mix, which has been around since 1927, is ready for a little change.Continue reading...

social media

Apple Tops Brands in Twitter's Hot Topics of 2011

Posted by Abe Sauer on December 6, 2011 04:31 PM

Those who regularly use Twitter [like the author], it's a regular surprise just how fast information can be designated and how that information can culture, spore, and explode with momentum. Just the same, regular users know just how banal Twitter can seem. As you eat up live updates on the #Syria feed, you realize that, instead of #Syria, #Anchorman is trending. Why? Because some basic cable channel happens to be rerunning the film Anchorman and millions are tweeting about it while watching.

Now Twitter has released a list of 2011's "Hot Topics" and it's exactly what an experienced tweeter would expect: true life and gravity (Japan's earthquake, Egyptian uprising) vs. pointlessness (Charlie Sheen's #tigerblood meme). Continue reading...


At the Movies: Spy Kids 4D Uses Unique Marketing Stunt: Smellketing? Prodormotion?

Posted by Abe Sauer on August 19, 2011 06:00 PM

"Instead of just going 3-D like we did on the last one, we brought in 4-D, which is a very fun gimmick that I found in this old movie in the '80s... It's kind of a scratch-and-sniff [experience] and you get to be really, almost like a video game, interactive with the movie. There are some really surprising smells, and some of the biggest laughs come from that."

That's how director of Spy Kids 4: 4D, Robert Rodriguez, explained the film's fourth "D," which will be achieved by way of an eight-smells numbered scratch card audiences will receive with their 3D glasses.

While "smell-o-vision" is easily the most noteworthy marketing stunt at the box office this weekend it's not the only one. Continue reading...

brand news

In the News: eBay, Sony, GM & more

Posted by Dale Buss on May 27, 2011 09:00 AM

In the News

AT&T bid for T-Mobile comes under scrutiny in California.

Abbott Laboratories gets federal pushback on cholesterol-drug trials.

Amazon takes a do-over on flubbed Lady Gaga promotion.

Baidu plots overseas growth.

Delphi IPO signals automotive rebound.

Facebook beefs up lobbying team in Washington.Continue reading...

branded entertainment

Kraft Goes for Funny Bone

Posted by Sheila Shayon on October 6, 2010 03:00 PM

Kraft Foods is reaching out to customers via social media with comedy. Its You Gotta LOL web series debuted Monday, with 14 brands participating including Wheat Thins, Oreo, Kool-Aid, Chips Ahoy! and Jell-O. 

Anita Renfroe, the series' star, is a stay-at-home mom and comedian (a SFW version of Roseanne) who Kraft marketers hope will appeal to other moms by speaking of what she knows. 

In a video (above) for Chips Ahoy!, dealing with women’s chocolate obsession, Renfroe zings: “All females have known this intuitively for years because chocolate belongs to the four food groups that females believe in: depression, elation, ovulation and PM-ation.”Continue reading...

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