Best Global Green Brands 2014

sip on this

PepsiCo Keeps Marketing Top-of-Line Despite a Dip in Earnings

Posted by Dale Buss on April 19, 2013 02:43 PM

PepsiCo continues to ramp up marketing investments for its core brands including Pepsi, Gatorade, Lay's and Quaker. And so while first-quarter earnings showed a drop of 5 percent from a year earlier, the increased advertising outlays may be the harbinger of future top- and bottom-line payoffs from brands that critics say were underexposed for years.

Besides, PepsiCo CEO Indra Nooyi said this week, the additional marketing investments—which she promised for last year to the tune of an additional half-billion in global expenditures on core brands—are being offset by the fruits of the company's $3-billion productivity program.

"With the productivity we're unlocking, we're able to invest in growth drivers like advertising and new-product launches to simultaneously drive margin improvement," she told analysts on a conference call, according to Advertising Age. But, she cautioned, "Any growth we achieve in one area takes from another area where we compete."Continue reading...

trademark wars

Frito-Lay Loses Trademark Battle Over Popular Corn Chip

Posted by Mark J. Miller on April 15, 2013 11:50 AM

PepsiCo’s Frito-Lay Scoops Corn Chips may identify itself as “a unique combination of great taste and good fun rolled into one great snack,” but a jury in Texas has a few quibbles with just how unique its name is.

Frito-Lay North America came after Medallion Foods and Ralcorp Holdings for their Bowlz and Cupz chips that appeared in Walmarts and Krogers, respectively, around the time of this year’s Super Bowl, FoodProductDesign.com reports. Frito-Lay was not amused and wanted $4.5 million for their troubles as well as the disappearance of any products that come close to looking like Scoops.

After just five and a half hours, the 10-person jury ruled against Frito-Lay. “This was a very complicated trial, and we were fortunate to have an extremely smart jury that understood the issues and delivered a just verdict,” said John Ward, whose firm Ward & Smith helped represent Medallion, according to IPWatchdog.com. “This jury digested almost 40 pages of complex instructions and returned a verdict in our clients’ favor on all issues submitted.”Continue reading...

event marketing

Big Brands Take Over SXSW to Mixed Fanfare

Posted by Sheila Shayon on March 11, 2013 03:30 PM

SXSW epitomizes how the cutting-edge becomes the status quo and eventually (but not yet) borders on the edge of passé. This year, “the event has a different feel, nearly as much a marketing event as it is about tech,” notes Digiday

The week-long festival in Austin, Texas is ever more a breeding ground for flashy campaigns, giveaways and concerts, a far cry from the festival's roots as a geeky tech meet-up. Brian Solis, principal analyst at Altimeter Group told CNET, "The original posse is probably aghast at what [SXSW] has turned into." While there is still plenty of tech and start up presence, the event is now, more than ever, a joint digital venture between the marketing teams of the biggest brands and emerging tech stars peddling cool products and innovations.Continue reading...

brand strategy

Doritos Crashes the Stage with SXSW, Taco Bell and Global Branding Trifecta

Posted by Dale Buss on March 7, 2013 05:08 PM

Emboldened by the performance of its ads during the Super Bowl, riding the wave of the massive marketing push for its Doritos Locos Tacos partnership with Taco Bell and bolstered by PepsiCo's increasing moves toward global brand platforms, Doritos is adopting a new, more consistent look across the 37 countries where the chips are sold and is launching a new worldwide marketing campaign.

Doritos is planning to punctuate its new plans with a four-story-high, Twitter-controlled rap concert (hashtag: #boldstage) on its boldly branded vending-machine stage at SXSW next week.

"For the Bold" is the tagline for Doritos' first global marketing campaign. It'll start with the U.S. launch of a new ad on cable TV networks beginning in mid-month.

Called "Best Summer Job," the commercial will tell the story of a "college-aged valet making bold choices which lead to an epic joyride, inspired by Doritos chips," as Ram Krishnan, VP of marketing for PepsiCo's Frito-Lay North America, told Ad Age.Continue reading...

chew on this

Hipster Branding: Taco Bell Woos Cool Kids to Cool Ranch Doritos Locos Tacos

Posted by Dale Buss on February 13, 2013 05:02 PM

Murmurs were afoot early on the street and on the tweet, thanks to Taco Bell's Facebook hint that fans should head to a pop-up store at New York City's Ariston Flowers in the Chelsea neighborhood, setting the Twitterverse aflutter.

The product: new Cool Ranch Doritos Locos Tacos. The password: ask for the blue bouquet.

But just when things began to heat up at the flower shop, Taco Bell also was letting the whole country know about what likely will be its biggest new-product announcement of 2013. The Yum! Brands chain is hoping to tap into the same fervor for Cool Ranch as it did a year ago for the original Nacho Cheese flavored Doritos Locos Tacos, which kicked off a frenzy new Doritos-based-shell franchise.

And if the blue nail polish on today's Facebook announcement wasn't hint enough, Taco Bell is wooing the cool kids to Cool Ranch by appealing to hipsters — judging by its Super Bowl commercial, as a mindset and not necessarily just millennials.Continue reading...

super bowl

Super Bowl Ad Wrap-Up: Samsung Surges, VW and Ram Spots Endure

Posted by Dale Buss on February 8, 2013 05:57 PM

The NFL has moved on to preparations for this spring's draft. CBS is licking its wounds a bit after game ratings fell short of the 2012 Super Bowl. Beyonce has moved on to begin her new world tour. Even the city of New Orleans is trying to move on from Super Bowl XLVII, taking credit for throwing a great party while deflecting blame for the power outage that left half the stadium in the dark for more than a half hour during the third quarter of the game.

And the brands that famously advertised on CBS during the Super Bowl? Many are still trying to leverage the marketing platforms they launched in association with the game, while others are still defending themselves. And all are trying to figure out what they did right or wrong, memorable or forgettable, to apply to the next go-round: Super Bowl XLVIII on Fox.

Among the biggest group of advertisers, car companies, Lincoln, Hyundai and Toyota have been generating some of the most impressive follow-up interest from consumers, based on the findings of analysts of online traffic. Samsung's ad featuring comedians Paul Rudd and Seth Rogen discussing the conventions of Super Bowl ads (above) now tops viral interest, according to some measures, squeezing past Toyota's pre-game lead in online buzz among Super Bowl advertisers.Continue reading...

crowdsourcing

Super Bowl Ad, Chip Contests Show PepsiCo's Deep Belief in the Crowd

Posted by Sheila Shayon on February 5, 2013 07:06 PM

What does PepsiCo believe in even more than Beyonce? The answer might be crowdsourcing.

Sunday's Super Bowl halftime show served as the main kickoff to its huge investment in the globally popular entertainer with a concert that some felt usurped the game itself. But the walkup to her much-anticipated performance used a highly populist approach that underscored PepsiCo-Frito Lay's faith in the crowd as much as any pop star.

The bulk of the ad, produced by NYC-based Mekanism, featured a lightning-fast succession of Pepsi enthusiasts culled from more than 120,000 photos submitted to the brand via New York-based Olapic and Crowdtwist. Olapic collected and curated the pictures while CrowdTwist rewarded uploads through a point-based platform. Mekanism, as TIME puts it, took that material in a bid to manufacture "viral on demand" for the Pepsi brand.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...

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