branding together

Starbucks Teams Up with Danone to Launch Evolution Fresh Yogurt Brand

Posted by Dale Buss on July 24, 2013 01:52 PM

Once mundane, the suddenly sexy US yogurt business is attracting more big players that used to have nothing to do with the formerly sleepy category. The latest: Starbucks, which has formed a strategic partnership with Groupe Danone to market a new, exclusive line of Greek-style yogurt parfaits in Starbucks stores and grocery channels.

PepsiCo was the latest big non-yogurt brand to jump into a category that has become thorougly energized lately by the success of Greek yogurts, led by startup Chobani. PepsiCo hooked up with Germany's Muller brand to introduce a new US line this year.

For Starbucks, the leap into yogurt with the Paris-based parent of Dannon USA represents just the latest broadening of its product lines and distribution channels, which also have included picking up a baked-goods brand, Le Boulange, and tea-based interests such as the Teavana chain.Continue reading...

branding together

Beech-Nut, Goya Co-Brand Baby Food to Woo US Hispanics

Posted by Dale Buss on July 15, 2013 06:01 PM

Goya and Beech-Nut are hoping that a partnership will yield big results from the confluence of three trends: the growing Hispanic population in the US, the proliferation of food products aimed specifically at that demographic, and the rising interest of mainstream global CPG companies in exploiting the other two trends.

The two companies are expanding the availability of a co-branded line of baby food, called Beech-Nut Goya, that launched in April. The baby-food range is being promoted as "Authentic Hispanic flavors made especially for your baby" as it rolls out to stores across America, according to Ad Age. With Hispanics now accounting for one-fourth of all US births as the fertility rates and birth numbers of other major American demographic groups wane, the co-branded line makes sense for both brands.

The baby-food market has been getting a lot of attention lately from non-traditional but major CPG players, including Campbell Soup, which just bought Plum Organics and its baby- and toddler-food lines, and Groupe Danone, the Paris-based maker of yogurt, which at about the same time bought Happy Family, another organic-baby-food startup.Continue reading...

branding together

Nissan Partners with YouTube, Gibson for Brand Extensions

Posted by Sheila Shayon on March 26, 2013 07:43 PM

Car brands are busy expanding beyond the average sedan, and now Nissan is the latest to launch brand partnerships that will help sink the Nissan name deeper into consumers' sub-conscious. 

The Japanese car manufacturer just launched Nismo.TV on YouTube, part of the brand’s major global motorsport content push. Nismo.TV gives viewers a behind-the-scenes look at branded products and breaking motorsport stories such as Nissan’s experimental Le Mans electric prototype and gamer-to-racer GT Academy.

The collaboration will showcase YouTube branding across the cars of Nismo’s drivers as they compete in big-name racing events in Europe such as Blancpain Endurance and LeMans Series, as well as GT Academy winners who’ve graduated from PlayStation games to real-world racing.Continue reading...

branding together

T-Mobile and MetroPCS Cleared for Merger

Posted by Mark J. Miller on March 12, 2013 05:59 PM

T-Mobile has been trying to find a dancing partner for some time now. Back in 2011, it came close to finding the perfect mate when it flirted with being bought by AT&T for $39 million only to have the whole thing shot down.

But things went their way Tuesday when the U.S. Department of Justice and the FCC approved a merger between Deutsche Telekom’s T-Mobile and MetroPCS, making the twosome into the fourth-largest wireless carrier in the States and ready to do battle with AT&T and Verizon Wireless, reports.

Fourth largest may sound pretty big, but its 42 million subscribers are about half of what each of the Big Two have, according to the Philadelphia Inquirer.Continue reading...

branding together

Walmart, Tesco Cozy Up to Restaurant Partners

Posted by Mark J. Miller on January 9, 2013 04:28 PM

Ordering fast food is pretty easy to do, but fast-food marketing execs are aiming to make it even easier for consumers, while also saving a bundle on real estate by opening their new locations under someone else's roof.

Nation’s Restaurant News reports that a few fast-food chains aren’t spending all the bucks of creating new standalone locations but instead investing in opening up new eateries inside existing supermarkets, retailers, and convenience stores. While nested within a retailer's branded storefront, bringing their food services directly to shoppers also helps to differentiate the stores from their competitors. Such U.S. fast-food brands as Checkers Drive-In, Fazoli’s and Huddle House are “investing in nontraditional partnerships,” NRN notes, in order to “reach more customers and better serve their franchisees.”

As part of its franchising push with sister brand Rally's, Checkers has opened two in-store Walmart locations and is looking into adding more. “It has to be the right type of partnership,” commented Jennifer Durham, VP of franchise development for Checkers and Rally’s. “With Checkers and Rally’s being the most value-relevant brands in QSR and Walmart being the most value-relevant retailer, it made sense to join forces. We wouldn’t go into a Nieman-Marcus, because that’s not where our consumers live.”Continue reading...

branding together

Avis Picks Up Zipcar as Naysayers Take Aim at Deal

Posted by Dale Buss on January 2, 2013 03:45 PM

For a long time, Avis played second fiddle to Hertz in the rental-car business and became known for its brand credo, "We try harder." Lately, Avis has been No. 3 in sales in the car-rental business to Enterprise and Hertz. 

But now, Avis is leapfrogging the competition and is becoming No. 1 in the fastest-growing arena of the rental-transportation industry: fleet-sharing. Avis Budget Group announced on Monday that it is acquiring Zipcar, the leading brand in the fledgling segment, for $12.25 per share or about $500 million.

The deal allows Avis to participate robustly in the car-sharing phenom while boosting Zipcar with more resources and rides. Advancing its mission of "Wheels when you want them," Zipcar execs say they welcome the Avis fleet to help out with availability on weekends, when demand from Zipcar members is highest — and Avis isn't serving the strong business weekday demand.

Already, naysayers are predicting that Avis will "ruin" Zipcar. Not a chance, argues Avis.Continue reading...

branding together

Chevrolet Helps Disney Re-imagine Epcot Test Track

Posted by Dale Buss on December 7, 2012 11:19 AM

Two of America's most beloved brands are getting together to update one of its most popular amusement attractions. GM and Disney held a grand opening of the new "Test Track Presented by Chevrolet" pavilion at Epcot in Orlando on Thursday.

A few lucky park-goers already have gotten to experience the substantially overhauled ride over the last few days. The redesigned pavilion aims to retain the classic appeal of the ride experience for Disney fans while gaining a lot more mileage for General Motors out of its long brand partnership for the attraction.

"You look at the Disney guest and the Chevy customer and it seemed like the ride is an absolute equalizer for them," Grace Morgan, director of auto shows, exhibits and experiential marketing for GM, told brandchannel. "And we wanted to be able to tell a more modern Chevy story."Continue reading...

branding together

Chrysler Unveils "Imported From Detroit" Workwear with Carhartt

Posted by Dale Buss on November 29, 2012 01:07 PM

The Chrysler brand and Carhartt this week launched a limited-edition "Imported From Detroit" work wear collection that pays homage to the spirit of the Motor City, and serves as yet another reminder of the effectiveness of Chrysler's turnaround branding campaign sparked by the 2011 Super Bowl commercial featuring Eminem.

Debuting at the Los Angeles Auto Show this week, the collection includes shirts, jackets and pants that are individually hand-numbered, 100-percent Made-in-America, and reflect iconic Carhartt styles with exclusive design detailing such as blacked-out hardware and leather brand labels.

"The pairing of the Chrysler brand and Carhartt is another example of how we are continuing to champion the energy created from the 'Imported From Detroit' campaign," stated Saad Chehab, president and CEO of the Chrysler brand. "Carhartt shares Chrysler's respect and appreciation for hard-working Americans."Continue reading...

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