chew on this
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...
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...
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
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...
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...
Posted by Sheila Shayon on May 10, 2010 10:35 AM
"See something, say something." Simple, catchy and, it turns out, very, very effective.
The recent containment of the potential bomb debacle in Times Square was due in part to citizen action—spotting a suspicious SUV and promptly alerting authorities—as a result of New York's ubiquitous anti-terrorism slogan.
The slogan, part of the New York Metropolitan Transportation Authority’s security campaign, went into effect post-9/11 to encourage the public to report unattended packages and suspect behavior on public transport.
Credit for "If you see something, say something," goes to Korey Kay & Partners, the MTA's ad agency, whose CEO Allen Kay drew his inspiration from an earlier war's public education campaign—"Loose lips sink ships"—which came out before he was born.
Instead, says Kay, think of the MTA campaign as "Loose lips wanted." Continue reading...
Posted by Jim Thompson on December 30, 2009 06:50 AM
Lessons learned from top viral videos of 2009. [AdAge]
Coke uses Facebook to match facial images and promote its product. [NYTimes]
Ford Motor to raise prices of all vehicles in India. [WSJ]
Papa John's to host New Years Eve pizza party in Times Square. [AdAge]
General Motors recalls 22,000 Corvettes. [WSJ]
Maxwell House brews up change with new agency. [BrandWeek]