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The Fun Nut in Chief: 5 Questions with Skippy Peanut Butter's Mike Guanella

Posted by Brittany Messenger on October 27, 2014 01:34 PM

This month, the makers of the SKIPPY brand launched Yippee™, a U.S. regional multi-faceted ad campaign—the brand’s first in more than five years and the very first under Hormel Foods—to highlight what sets SKIPPY apart.

It’s all about the simple joy of eating peanut butter, and the fun that comes from it, by spreading "yippee" (a word that Hormel has trademarked, in addition to nabbing the sticky peanutbutter.com as the brand's official website URL) through TV, online and social elements.

A “Fun Factory” TV commercial shows how the SKIPPY brand becomes the fun peanut butter, with a factory worker sorting the "fun nuts" to go into a jar of SKIPPY peanut butter while the boring peanuts are dispatched to a dull office party. One of the spot's characters, @TheFunNut, also joined Twitter to extend the campaign's Facebook, YouTube and TV outreach and engage and reward fans with free jars of peanut butter and other prizes.

brandchannel's Brittany Messenger chatted with Mike Guanella, Senior Brand Manager for SKIPPY Peanut Butter, for more insights on the branding campaign. Continue reading...

privacy alert

FTC Wants Data Brokers, Brands to Know Less About Who You Really Are

Posted by Dale Buss on May 28, 2014 02:43 PM

The US Federal Trade Commission wants to make it more difficult for marketing data brokers to collect and use online information to target American consumers. And that means, in turn, the federal agency wants to make it more difficult for brands to take advantage of today’s digital tools, like big data, to market to existing and potential customers.

The commission said that Congress should require data brokers to tell consumers more about how they collect and use information and give consumers more control over that personal data with tools that could view, suppress and filter that information.

“You may not know them, but data brokers know you,” Edith Ramirez, FTC chairwoman, said on a conference call, according to Bloomberg Businessweek. They have information “including our online and in-store purchases, our political and religious affiliations, our income and socioeconomioc status, and more.”

To reverse that trend, the FTC recommended that Congress should require creation of a website where the data brokers disclose the sources of data they collect about consumers and give consumers the opportunity to opt out of data collection, the Wall Street Journal said. Six companies studied by the FTC already do that, but officials said a single portal is required because of extensive information sharing among data brokers.Continue reading...

search and destroy

Blooming Pity: Valentine's Day Florist Wars Turn Ugly Online

Posted by Sheila Shayon on February 15, 2012 05:41 PM

This year's Valentine's Day flower-ordering rush didn't bring any bouquets for the brands. On the second biggest day of the year for sending flowers, after Mother’s Day, disappointed U.S. customers took to Facebook and Twitter in droves to voice their outrage at 1-800-FlowersFTD and ProFlowers. No wonder a website call FlowerComplaint.com exists.

But a lesser known story occurred when Chez Bloom, a florist in Minneapolis, MN checked-in online at about 4 P.M. on Valentine’s Day. Chez Bloom's Twitter account posting a few tweets complaining about the incorrect information, but there's no doubt the misinformation impacted sales. Call it the war of the roses.

Owner Laura Chase told brandchannel, “It was a very busy and successful day, too busy to check online, until late afternoon when I went looking for any reviews of our deliveries. I Googled Chez Bloom and up came this screen shot." (Take a closer look below.)

"I Googled all the other local shops I could think of – and same thing appeared," Chase continued. "It’s a good thing I took a screen shot because by 5PM it was taken down. I nearly fell off my chair. They also had TV ads saying local florists were sold out, and showing a deceptive ad with a kit that had to be assembled. It’s beyond despicable. We were not sold out. We’d like to know how many others were treated this way. It’s maybe a class action lawsuit.”

We called ProFlowers and spoke with Jen Caroll, Director PR and Corporate Communications.Continue reading...

privacy alert

FTC Chairman Calls Out Online Tracking "Cyberazzi"

Posted by Sheila Shayon on October 13, 2011 11:22 AM

Federal Trade Commission Chairman Jon Leibowitz’s keynote at the National Press Club in Washington, D.C., this week pitched his agency’s "privacy by design" approach to online information sharing. Leibowitz frequently used the term "cyberazzi" for online intrusions consumers need more control over.  

"A host of invisible cyberazzi — cookies and other data catchers — follow us as we browse, reporting our every stop and action to marketing firms that, in turn, collect an astonishingly complete profile of our online behavior. Whenever we click, so do they," said Liebowitz. "Cyberazzi need to stay away from our kids, at least without parental consent."

He clarified that his remarks referred to “surreptitiously placed software” that turns information into a commodity beyond user’s control – and not a reference to online marketing.Continue reading...

online advertising

Quantcast Adopts Ad Option Icon

Posted by Sheila Shayon on July 7, 2011 05:00 PM

Back in February, we noted how the "advertising option icon" at right, a logo to warn web surfers about targeted marketing, would be enforced by the Direct Marketing Association.

Now comes word that Quantcast, a leading provider of audience measurement and media targeting solutions, has signed on to the program, spearheaded by the US Digital Advertising Alliance (DAA), in a move that expands adoption of the icon for millions of small and medium-size website publishers.

While larger web publishers and advertisers including MSNBC.com, Google, Time Inc., General Motors and Kraft Foods, have adopted the program, smaller companies have been slower to sign up.Continue reading...

web watch

Small Businesses Eye Bigger Cut of Daily Deals

Posted by Sheila Shayon on June 3, 2011 11:30 AM

Small business has been feeding the daily deal industry, routinely assuming 75% of a deal’s cost and often with little or no repeat business. The draw for SMB’s to behemoths like Groupon is the reach: 60 million users and 500 markets.

Smaller merchants are becoming savvier in the deals they are making with the big guys like Groupon, LivingSocial, and web mainstays like Facebook, Yelp, Travelzoo, OpenTable who are all adding Groupon-like features — all the while being "bombarded" by a growing array of smaller wannabes, and contemplating what they can do without a middleman.Continue reading...

survey says

L'Oreal USA Sees Growth in US Hispanic Market

Posted by Barry Silverstein on March 29, 2011 03:00 PM

Hispanics accounted for half the growth of the total U.S. population in the last decade, and they are expected to exceed 50 million in number, according to the most recent wave of census data.

That's why "Hispanic consumers are a very, very important target," according to Marc Speichert, chief marketing officer at L'Oreal USA. "We see it as a growth opportunity for the future," Speichert tells the New York Times.

One way L'Oreal USA is reaching Hispanic consumers is through a promotional tie-in with Telemundo, a television network known for broadcasting telenovelas.Continue reading...

online advertising

European Keyword Controversy Causes Advertiser Angst

Posted by Barry Silverstein on March 28, 2011 01:00 PM

The latest twist in the evolving dispute over the use of keywords in Europe involves a battle of advertisers.

A lawsuit has been filed by the UK-based flower delivery network, Interflora, against British retail giant Marks & Spencer for using the word "Interflora" on Google's search engine. Interflora claims it has an exclusive right to that word since it is a trademark — but that Google searches for "Interflora" results on sponsored ads not just for Interflora, but for Marks & Spencer. A thorny issue, to be sure.Continue reading...

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