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...
The Big Game
Posted by Dale Buss on November 4, 2013 04:47 PM
Last year SodaStream got stymied in its efforts to take direct aim at Coke and Pepsi with an ad during the Super Bowl. But this year the startup has promised to come right back at the soft-drink giants with an in-your-face spot during the next Big Game on February 2 at Met Life Stadium.
The difference, SodaStream International CEO Daniel Birnbaum told Advertising Age, is going to be that Fox is airing this year's telecast while CBS is the network that denied SodaStream's efforts to air an ad last year depicting exploding Coke and Pepsi bottles to dramatize SodaStream's environmental pitch about "saving" bottles.
"I hope that [Fox] will be a little more courageous than CBS, because CBS's behavior was just pathetic," Birnbaum told the magazine. "CBS chickened out and they just didn't want to take a risk of pissing off Coke and Pepsi who are big, big sponsors of theirs." The un-aired ad has since garnered over 4.9 million views on YouTube.Continue reading...
Posted by Dale Buss on September 18, 2013 09:21 AM
Starbucks is making China its No. 2 market and declares guns as unwelcome but doesn’t ban them.
YouTube says you'll be able to watch videos offline soon.
Unilever and Nestle rank as biggest improvers in Oxfam sustainability report.
AT&T and America Movil move to expand in Latin America together.
Adobe is boosted by cloud sales.
Apple sees brands bet big that it will be able to scale iTunes Radio rapidly as it releases iOS 7 today.
Audi plans to revive auto production in Brazil.
BMW begins i3 production.
Cracker Barrel sees activist investor Biglari press for a special dividend.
Fiat presses forward with efforts to acquire Chrysler stake from UAW and plans to produce more Fiat-brand models.Continue reading...
Posted by Dale Buss on February 4, 2013 02:04 PM
"Brotherhood," Budweiser's 2013 Super Bowl ad, was among those which stood out among rather routine fare.
Super Bowl ads (the complete list) this year provided few gems, according to an emerging consensus of industry professionals.
Many were deemed lame or even confusing, and generally considered ineffective and off-brand. Several brands seemed to suffer rather than benefit from the frenzy of sneak peeks and full-commercial reveals in this year's rush for pre-Game exposure and social buzz.
Still, some brands were able to leverage social media presence and responsiveness into overall good showings up to and through the event, with campaigns that will move forward from here.Continue reading...
Posted by Dale Buss on February 3, 2013 03:44 PM
This late in the game, General Motors isn't about to change its game plan for the Super Bowl: no ads during the game this time. But you can be sure GM marketing executives are planning to do everything but advertise during the Big Game.
In fact, GM is happy to stoke speculation about what exactly how it might be planning to hop on the Super Bowl bandwagon without actually running a commercial during the competition, a promise that former CMO Joel Ewanick made last spring before his departure — and one which, for whatever reasons, the company has kept. Some observers believe that GM could be planning to take a page from Pizza Hut with some sort of integration of its brands or products into the pre-game show on CBS. According to the Detroit News, GM has worked out a presence for the Chevrolet Corvette around the Pepsi-sponsored halftime show featuring Beyonce, who's been busy defending, rehearsing and promoting the halftime show. Chevy, meanwhile, quietly slipped a 2014 Corvette Stingray commercial onto its YouTube channel late last month.
In other late-breaking Super Bowl branding moves, the latest move in the Cola Wars (which has already seen SodaStream swatted by CBS): PepsiCo's Pepsi Next brand tweak Coca-Cola's Coke Chase Game Day campaign (with a hand from the wags at Funny or Die) above—and below, Coca-Cola's responses released online today.Continue reading...
Posted by Dale Buss on February 1, 2013 04:51 PM
The Super Bowl is either an excuse for a phantasmagoria of purposeless eating, or the stage for a veritable symphony of snacking. Either way, QSR and CPG brands have been gearing up for Sunday for months — and not just in the game-day advertisements that are being run at great expense by Anheuser-Busch, Pepsi, Coke, Doritos, Wonderful Pistachios and other kings of Super Bowl consumption.
Take Pizza Hut and Taco Bell, for example, both owned by Yum! Brands. This week, Pizza Hut expanded its "Hut. Hut. Hut" Super Bowl campaign it's been promoting on Facebook by offering all Americans a free sample of its latest "product innovation" on Tuesday afternoon at any of its 6,200 U.S. locations. The chain wouldn't reveal the nature of this innovation but said it'll become apparent by being integrated into the content of CBS's pregame show. All that is necessary to activate this promotion is for one of the quarterbacks to yell "Hut!" during the game — which seems very likely.
On the Taco Bell side of the company, the brand plans to introduce the new Cantina Bell Steak Burrito in a pregame ad and, of course, already has released its Super Bowl ad featuring young-at-heart seniors. Copy at the end of the ad points viewers to Taco Bell's Facebook page, where consumers can participate in a "Live Mas Monday" on Feb. 4, during which a free churro willl be given away with any purchase during regular storehours at U.S. locations.Continue reading...
Posted by Dale Buss on January 22, 2013 05:05 PM
Super Bowl XLVII may be unique in that one of the biggest potential branding opportunities has suddenly materialized less than two weeks before the Big Game. And the opportunity is called the Brothers Harbaugh.
It seems unlikely that even the biggest brands would be able to land a deal with Jim or John Harbaugh, or both, this close to the Super Bowl, given that each is now consumed with how to beat the other's team -- and that, for the winner at least, there should be plenty of endorsement opportunities after the game.
But some marketers may be able to figure out how to tie themselves tangentially at least, maybe even convincingly, to what already has become the most intriguing Super Bowl story line perhaps in decades: the mutual success and striving of two accomplished opposing coaches, less than two years apart in age, who happen to be siblings. They're also young for their profession, telegenic, well-spoken and smart.
So we await news on Brother International or some other less obvious brand figuring out how to tap into all of that. In the meantime, there are plenty of other brands gearing up for a Super Bowl lift ahead of Game Day, including Mercedes-Benz.Continue reading...
truth in advertising
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...