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Vlasic Storks Shoppers to Pick Up the Pickles

Posted by Barry Silverstein on April 26, 2011 03:00 PM

You might say Vlasic is in a pickle.

The pickle brand is familiar to Americans thanks to a cartoon stork mascot that was introduced in 1974 with attitude and voice inspired by Groucho Marx. It's still got the stork, but trying to avoid a classic case of being overlooked by consumers.

Pickles, after all, are made to be on the side, an accompaniment to the main event; like a condiment, they are meant to complement other foods. As a result, pickles may become relegated to the bottom of a consumer's shopping list, or worse, left off altogether. Shopping lists (or nowadays, shopping apps) have become increasingly essential to consumers as rising prices force them to manage their food purchases.

That's why Vlasic is fishing where the fish are — or shopping where the shoppers are. The brand is paying for signage in grocery stores, using in-store shelf ads near related products such as ground beef and burger buns in a new effort to beef up market share. In choosing which items it wants to flank, Vlasic cites researching showing that around 80% of pickles consumed by Americans accompany a hamburger or sandwich.Continue reading...

brand news

Brands to Watch: NBC, Lenovo, Netflix and more

Posted by Shirley Brady on April 25, 2011 06:30 PM

Brands to Watch

Apple hit with inevitable class action lawsuit over location tracking.

Donald Trump's birther fixation impacts personal brand, supposed presidential ambitions.

Enfamil settles mom's lawsuit over nutrient claims.

Facebook updates Groups, adds Send button.

GM minivan thrives in China post-US demise.

Kimberly-Clark and P&G to both raise prices.

Lenovo Honeycomb tablet coming later this year.Continue reading...

brand news

In the News: Ford Rises as Mercury Falls

Posted by Shirley Brady on June 2, 2010 05:00 PM

Ford and GM posted stronger sales in May, as Ford confirms rumors that it's ending its Mercury brand.

Investors bet on BP rebound as US Gulf coast cities use digital billboards to lure tourists back to the beach.

Viacom veteran turned digital exec Herb Scannell is now running the BBC's US brands, including BBC America.

Amazon's Kindle e-reader will be available in US Target stores starting Sunday.Continue reading...

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