branded content

Branded Content Watch: Chanel, GoPro, Canada Goose and more

Posted by Abe Sauer on October 17, 2014 12:31 PM

The Pitch: The One That I Want for Chanel No. 5
The Plot: Mysterious surfer model Gisele Bündchen rides a wave into Michiel Huisman's heart.
The Verdict: If this looks a little schmaltzy it should come as no surprise then that it was directed by Australia's king of overblown drama, Baz Luhrmann. Does it make sense? Nope. Is it on brand? Absolutely. Continue reading...

brand news

Brand News: Abercrombie & Fitch, Tencent, Rovio and more

Posted by Dale Buss on August 29, 2014 09:34 AM


Abercrombie & Fitch sheds logo-bearing clothes as Hollister brand struggles in UK.

China's TencentBaidu, and Wanda set up e-commerce company to take on Alibaba

Google develops delivery drones in Project Wing as its tech chief is considered leading candidate for US CTO.

Rovio Entertainment, parent company of Angry Birds franchise, says CEO will step down amid company's struggles.

Walmart looks online for Chinese growth.


Apple tries its midas touch on wearables.

Bud Light faces backlash over town-takeover stunt.

Centerplate faces calls for ouster of CEO after he abuses dog on video.

Dairy Queen investigates possible data breach.

Denny's arrives in New York City with $300 champagne brunch.Continue reading...

sip on this

New Mondelez Joint Venture Could Grind No. 1 Nestle's Coffee Beans

Posted by Dale Buss on May 9, 2014 10:37 AM

Mondelez International has created a new global player in the burgeoning coffee market by merging with Amsterdam's D.E. Master Blenders. While a potentially strong scale play for Mondelez and its coffee brands, the new player can be expected to make life more difficult for industry leader Nestle.

In joining its coffee portfolio with the Dutch giant, Mondelez is creating a new company called Jacobs Douwe Egberts that will be based in the Netherlands. The combined company will oversee coffee brands including Gevalia, Tassimo, Senseo, Douwe Egberts, Pilao and, outside of the U.S., Maxwell House.

"Jacobs Douwe Egberts will leverage the rich histories of both companies, combining our complementary geographic footprints, portfolios of iconic brands and innovative technologies to offer more people around the world more access to high-quality coffee and allowing the company to capitalize on the significant growth opportunities in a highly attractive market," Pierre Laubies, CEO of D.E. Master Blenders and prospective CEO of the combined company, said in a statement.Continue reading...

chew on this

Post-Kraft Spinoff, Mondelēz To Enliven Young, Global Brands

Posted by Dale Buss on April 6, 2012 12:58 PM

Remember all that stuffy marketing from Kraft brands like Oreo, Trident and Tang? Well, once the newly named Mondelēz unit gets its freedom from Kraft in a spinoff of the company's fast-growing, internationally oriented snacks business, expect the marketing chiefs to push the envelope.

The brands to be deposited into Mondelēz — including the aforementioned Oreo, Trident and Tang — "tend to have a younger, vibrant appeal that allow us to push the edge of the marketing much further than some of the classic, traditional, more Midwestern-focused brands," said Mary Beth West, Kraft's chief marketing officer, in an interview with the Chicago Tribune. "That's not a value judgment," she insisted.

But West herself does plan to leave "Midwest" parent company Kraft Foods — based in Northfield, Ill. — to join Mondelēz. And she will be taking Dana Anderson, Kraft Foods SVP of marketing strategy and communications to join Kraft Foods CEO Irene Rosenfeld, who is also decamping to Mondelēz.Continue reading...

name game

Mondelēz, Mondelēz: Kraft Employees Name Soon to Be Spun Off Snacks Unit

Posted by Dale Buss on March 21, 2012 01:43 PM

What's in a name? Kraft Foods is about to find out, after announcing today that Mondelēz International is the moniker of the corporate global snack-foods unit that it will spin off by the end of this year, as announced last August.

"Mondelay," you say? Nay, nay! No need to dust off your high school French. The new name — pronounced "Mohn-dah-LEEZ" — is a Kraft-coined word that, the company explained in a press release, is intended to evoke the idea of "delicious world."

"Monde" derives from the Latin (and French) word for "world," the company explained, and "dēlez" is a "fanciful expression of 'delicious.'" And, of course, "International" captures "the global nature of the business."

Even though it won't be consumer-facing, pronunciation will be a challenge ("mon-de-lay," "mon-de-less," or "mon-de-leez"?) for the new name which was, as it turns out, employee-sourced.

Last fall, Kraft invited staffers around the world to suggest names and received suggestions from more than 1,000 employees. The winner was inspired by separate suggestions from two employees, one in North America and one in Europe.Continue reading...


Kraft Maps Sustainability Footprint, From Farm to Fork

Posted by Sheila Shayon on December 22, 2011 05:05 PM

Kraft Foods, the world’s second largest food producer, has announced the results of a survey mapping its total environmental footprint: the company’s effect on climate, land and water and its focus on sustainable agriculture.

"Experts say climate change, land and water use may be among the biggest challenges in feeding a world of 9 billion people in 2050,” explains Roger Zellner, Sustainability Director for Research, Development & Quality at Kraft Foods. "Having the 'big picture' of our total footprint — from farm to fork — validates the focus of our sustainability efforts, particularly advancing sustainable agriculture."

Serving 170 countries with highly visible and popular brands including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident, Kraft has stepped up its sustainability commitment in a footprint that spans and effects the globe. So how's it doing?Continue reading...

sip on this

Kraft Adds Tang to its Billionaire Brands Club

Posted by Mark J. Miller on June 20, 2011 02:30 PM

If Travie McCoy really wanted to be a billionaire, he might have thought about going into inventing a powdered drink that was used by early astronauts rather than songwriting. 

It’s not clear how much the inventor of Tang, General Foods scientist William Mitchell, ever made from the 54-year-old brand (he also dreamed up Pop Rocks and Cool Whip), but the owner of Tang, Kraft Foods, now reports that Tang is pulling in $1 billion in revenue annually.

That makes it Kraft’s 12th billion-dollar brand, joining Oreo cookies, Trident gum, Maxwell House coffee, and eight others in the revered category.

Five years ago, it wouldn’t have been easy to predict that Tang would join the elite tier of Kraft brands, which collectively generated $49.2 billion in sales last year.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...

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