2014 Brandcameo Product Placement Awards

chew on this

Wonderful Pistachios Devises New Game Plan to Stretch Colbert's Super Bowl Spots

Posted by Dale Buss on January 9, 2014 12:52 PM

Having used its Super Bowl ad last year featuring Psy to help establish itself as a clear threat to some established salty-snacks brands, Wonderful Pistachio plans to up the ante in this year's game with two commercials featuring a different kind of star: Stephen Colbert.

In the meantime, Wonderful continues to broaden its marketing footprint through its two-year-old partnership with the Harlem Globetrotters. That has included a TV-ad appearance by the team, similar to those by Psy and other celebrities, as well as in-arena promotions such as shooting contests during the games.

"We want to make sure we reach consumers who haven't tried [Wonderful Pistachios] and build a relationship with them," Marc Seguin, Paramount Farms' CMO, told brandchannel.Continue reading...

Wonderful Bids to Create 3rd Powerhouse Produce Brand, Now with Mandarins

Posted by Dale Buss on November 29, 2013 04:37 PM

Wonderful Brands has transformed pomegranate juice and pistachios from commodities to high-margin produce brands, almost single-handedly creating new CPG segments and then going on to dominate them with Pom Wonderful juice and Wonderful Pistachios, respectively. Any reason to think the company can't do the same with mandarin oranges?

The company couldn't think of any, either. So Paramount Farms, the parent of Wonderful brands, is ditching its old partnership with Sun Pacific that marketed the Cuties brand of little oranges and created its own new brand of mandarins, Wonderful Halos. Wonderful plans to devote a hefty $100 million in marketing expenditures over the next five years to establish the brand, starting today with a national advertising campaign on TV and online, including an interactive mobile app.

"We felt we could launch a new brand and wanted to do it on our own," Marc Seguin, Wonderful's CMO, told brandchannel. "We generated all the excitement around the [Cuties] brand, so we were confident we could launch a new brand that would be even more exciting. And we wanted to have the destiny of the brand completely within our control."Continue reading...

brand news

In the News: KFC, Barnes & Noble, IKEA and more

Posted by Dale Buss on February 25, 2013 09:07 AM

In the News

"Argo" wins Oscar for Best Picture as 85th Academy Awards widely distribute recognition among films, actors and others, while The Onion runs into critical barrage over tweet about young actress.

KFC launches campaign in China after an antibiotics scandal damaged the brand.

IKEA withdraws Swedish meatballs from store restaurants in 14 European countries on horsemeat scare.

Barnes & Noble chairman mulls buyout that could split it in two and put B&N's Nook e-reader up for sale.

BP may be closing in on a settlement as spill trial nears.

BYD targets electric-vehicle sales.

Darden warns of sales declines at its restaurant brands including Olive Garden.Continue reading...

truth in advertising

POM Wonderful Stays Unbowed as Regulators Affirm It Must Rein In Claims

Posted by Dale Buss on January 17, 2013 06:02 PM

One thing can be said for Lynda and Stewart Resnick, the owners of Paramount Farms and the POM Wonderful and Wonderful Pistachios brands: They're certainly aggressive. Wonderful Pistachios is taking on Frito-Lay with its first Super Bowl commercial next month, for instance. And the Resnicks signed on as title sponsor for director Morgan Spurlock's 2011 film about product placement.

So it isn’t surprising that the billionaire philanthropists behind the two highly successful brands aren't backing down in their fight with the U.S. Federal Trade Commission over whether their advertising can claim significant health benefits tied to POM.

After more than two years of wrangling, Federal regulators this week released their final ruling against POM and its pomegranate juice, saying advertising for the juice — such as a 2012 print ad headlined “Cheat Death” that aimed to rebut the FTC's case against the brand — made misleading claims about the drink’s health benefits. Continue reading...

brand news

Brands in the News: Dreamliner, GM, Blockbuster and more

Posted by Dale Buss on January 17, 2013 09:02 AM

In the News

Airbus sees orders fall as Boeing's 787 Dreamliner is grounded in U.S., Japan, Europe and India.

GM woos Facebook to return to paid ads, remains cautious on 2013, defends Opel restructuring and eyes cheaper Chevy Volt.

Blockbuster faces U.K. closure after no buyers emerge.

American Airlines swings to profit and sees “good trajectory” for this year.

Apple rattles Wall Street with sharp stock-price drop.

AT&T looks to Europe for mergers.

Audi aims for 200,000 U.S. sales “sooner” rather than “later.”Continue reading...

super bowl

Super Bowl Ad Watch: Wonderful Pistachios Gets Crackin' With Psy

Posted by Dale Buss on January 9, 2013 03:31 PM

Wonderful Pistachios announced today today that it plans to make its first appearance during the Super Bowl, befitting its rapidly rising status as a snack brand to challenge even the granddaddy of the business, Frito-Lay, and its Doritos brand that often dominates Super Bowl advertising with its Crash the Super Bowl fan-created ad campaign.

"We're thrilled at being able to bring consumers a healthy alternative that tastes good and is as fun as any other big brand they might enjoy during the Super Bowl," Marc Seguin, chief marketing officer of the Wonderful Pistachios brand — a corporate sibling to Pom Wonderful — told brandchannel. "We have a product that's unique, and just as fun [as Frito-Lay's], but also really healthy."

Wonderful's Super Bowl ad will continue its marketing theme of "Get Crackin'" that has featured unexpected spokespeople including Rod Blagojevich, the then-discredited and now imprisoned former governor of Illinois, "but with a new twist," Seguin said. "We'll definitely take it up a notch for the Super Bowl." 

That "twist" will feature the stylings of South Korean rapper Psy of "Gangnam Style" fame, whose music video has notched a record-breaking billion views on YouTube. Psy will wear a pistachio-green suit in the ad and show a special way to crack open pistachios, in keeping with the Get Crackin' campaign theme.Continue reading...

truth in advertising

POM Wonderful Rebuffs FTC Ruling With Web Counter-Offensive

Posted by Dale Buss on May 24, 2012 12:04 PM

POM Wonderful isn't done fighting the Federal Trade Commission, even in the wake of Monday's smackdown by an FTC administrative-law judge that puts the squeeze on POM's advertising and marketing efforts with regard to health claims. Not by a long shot.

In an extraordinary thumb in the eye of the federal regulatory agency, POM Wonderful greeted online readers of the New York Times and other media websites this morning with a defiant volley of opposition to what the judge handed down.

"FTC v. POM. You be the judge" is the rallying cry for in the brand's FTC response campaign. Clicking on the ad takes readers to a new website, pomtruth.com, which selects quotes from the judge's decision that, taken out of context, appear to favor POM's argument, such as, "Pomegranate juice is a natural fruit product with health promoting characteristics. The safety of pomegranate juice is not in doubt."

Go further and you hit a page headlined: "Out of 600 print and outdoor ads, the judge found less than 2% misleading*. Here are some of the other 98%. ... *And we're fighting for those other 2%."Continue reading...

truth in advertising

POM Spins FTC Ruling as Wonderful Victory for All Natural Products

Posted by Dale Buss on May 21, 2012 05:35 PM

POM Wonderful today hailed a ruling by an FTC administrative law judge as a big win for the company, which has been embroiled with the federal agency for nearly two years over the Federal Trade Commission's concerns that the creator of the pomegranate-juice craze was getting too boastful about the health benefits of its products.

But the FTC also hailed the decision by Chief Administrative Law Judge Michael Chappell as a big win. The judge "found that all respondents" from POM "violated the Federal Trade Commission Act by deceptively advertising that Pom products treat, prevent, or reduce the risk of heart disease, prostate cancer, and erectile dysfunction and has entered an order against them." So who gets to declare victory?Continue reading...

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