sip on this

Dr Pepper Snapple Hopes To Score Perfect Ten With Low-Cal Platform

Posted by Dale Buss on March 1, 2013 06:12 PM

With soda volume down globally, most brands like Coke are pushing amped-up waters, juices and tea beverages in hopes to keep its increasingly health-conscious consumer in its court. Dr Pepper Snapple Group, however, is swerving heavily back in the direction of that most American of beverages: a can of soda. The company is counting on its new Ten platform—all the taste, just 10 calories—to become the vehicle for a reconnection with soft-drink fans that will stun the industry.

In rolling out 7Up Ten, A&W Ten, Sunkist Ten, Canada Dry Ten and RC Ten, in addition to its existing Dr Pepper Ten, company CEO Larry Young is insisting that Dr Pepper Snapple will not be cowed by increasingly aggressive attacks on the effects of soft-drink consumption on the American diet.

"You have to step up to the plate and take a big swing, so I think it's a necessary action," he said on a conference call recently. "We're not going to sit back and let [attacks] bring our volumes down and affect us. We're behind this." 

Meaning, of course, the company is getting behind its rollout of the Ten platform across the variety of its soft-drink platforms, which comprise a stable of iconic brands that Dr Pepper Snapple has assembled over the years. The company plans a $30 million marketing outlay this year to launch 12-ounce-serving versions of the drinks across the U.S. in 2013.Continue reading...

getting by with a little help

Michelle Obama Brings Let's Move to Schools With $50 Million Boost From Nike

Posted by Shirley Brady on February 28, 2013 01:51 PM

Critics feeling that Michelle Obama has been overexposed lately, from presenting at the Oscars to mom-dancing with Jimmy Fallon, will have a hard time critiquing her latest move. The First Lady is expanding Let's Move, her three-year-old initiative to get kids moving and combat childhood obesity, and she's tapping one of the world's leading brands in the "get moving" space—Nike. 

NIKE, Inc. President & CEO Mark Parker joined First Lady Michelle Obama and U.S. Education Secretary Arne Duncan in Chicago to announce Nike’s $50 million, five-year commitment to help launch a new Let's Move program for schools, an extension of the brand's involvement in the organization's Designed to Move study that found that only one in three American kids are active daily.Continue reading...

doing good

PSA Watch: Michelle Obama Taps Big Bird; Disney's Cinderella Finds a Cause

Posted by Shirley Brady on February 21, 2013 10:46 AM

The White House is celebrating the third anniversary of the Let's Move healthy kids challenge with an old friend: Big Bird.

The beloved Sesame Street character became a talking point during the last presidential election debates regarding PBS funding. Now he's been a VIP at the White House to help First Lady Michelle Obama engage kids in her national anti-obesity program with a new PSA above (see another spot here).

Another powerhouse kids entertainment franchise is lending one of its stars to a government effort. Disney is leveraging its Princess power by hiring out Cinderella for a new spot for the Ad Council, promoting safer car seats in a new public awareness campaign you can watch below.Continue reading...

sip on this

With Soda Volume Down, Coca-Cola Pushes Teas And Low-Cal Drinks

Posted by Dale Buss on February 13, 2013 03:23 PM

Coca-Cola just wants to Open Happiness around the world, in keeping with its ongoing marketing theme, including rolling out a Valentine's Day video this week that was shot in New Zealand to thank its multitude of fans. It's just that global consumers haven't been as happy lately to open a Coke.

A slowdown in sales in Europe and China joined essentially stagnant sales in the United States to undermine Coke's fourth-quarter results. Global sales volume rose just three percent even as the beverage giant's earnings rose by 13 percent during the period.

Ongoing struggles in Europe were a main drag, with volume falling by five percent. Even sales in China, another key market, fell by four percent as Chinese consumers increasingly feel crimped. Meanwhile, the U.S., pushing an anemic economic recovery, yielded just a one percent sales gain during the quarter, though CEO Muhtar Kent said on Tuesday's earnings call that the American market "could get better."Continue reading...

branded entertainment

LUNA Rebrands to Lead Discussion on Issues Related to Women's Nutrition

Posted by Sheila Shayon on February 6, 2013 02:04 PM

LUNA Bar is rebranding itself as a “thought leader” on women’s nutrition, and expanding its reach to include dieters.

Its six "Debunking the Diet" webisodes, hosted by "Funny or Die" writer/actor Erin Gibson and nutritionist Tara DelloIacono Thies, premiered this week with a focus on weight gain and late-night eating.

The spots support the brand's new tagline, "Feed Your Strength," and are appearing on Luna's Facebook and YouTube pages as well as health-related websites, The Huffington Post and Daily Candy.  Other campaign messages include “Moderation, not deprivation” and “Strong beats skinny.”Continue reading...

chew on this

Nestlé Responds to Pizza Trans Fat Suit With Removal Commitment [Updated]

Posted by Mark J. Miller on January 31, 2013 02:02 PM

In an unusual move by a major brand, CPG giant Nestlé responded this week to a $5 million U.S. class action suit over trans fats in its frozen pizza brands by posting a video on YouTube that pushed back against the claims.

The video, posted Wednesday on Nestle USA's corporate YouTube channel, was removed without explanation on Thursday (update: it's now back online).

The suit, filed by Katie Simpson of San Diego, Calif., claims that Nestle’s frozen pizza brands—DiGiorno, Stouffer’s, and California Pizza Kitchen—are a danger to public health because they contain trans fats. The ingredients are legal in U.S. packaged goods, though the state of California, New York City and Philadelphia have banned their use in restaurants.

"Katie has two young children and she likes to make pizza for them, and all kids love pizza," her attorney, Greg Watson, told ABC's Good Morning America. "It shouldn't have a toxic food additive that's been banned all around the world."Continue reading...

super bowl

Super Bowl Ad Watch: Crowdsourcing Peaks with Coke's 'Mirage' Campaign

Posted by Dale Buss on January 22, 2013 02:58 PM

Coca-Cola is taking the crowdsourcing bent of Super Bowl advertising to the next level with its just-announced "Mirage" campaign for Super Bowl XLVII on Feb. 3, with a story arc that will rely on social media input from viewers to determine the ending.

The brand's effort also promises a great in-game marketing battle with Pepsi, which is sponsoring the halftime show. And just for good measure, Coke also will be repeating its anti-obesity ad on Super Bowl Sunday.

Coke previewed creative and discussed its strategy for the Super Bowl on Tuesday with journalists and bloggers, as marketing executives vowed that the brand's socially-focused effort would surpass the success of last year's "Polar Bears" campaign. In it, viewers collectively dictated the animated bears' responses to game action and even to other brands' commercials.Continue reading...

chew on this

Despite Healthy Eating Trends, Dunkin' Donuts Believes It's Time to Grow

Posted by Mark J. Miller on January 18, 2013 04:02 PM

New York City is downsizing its soda sizes, Australia is placing nasty images on its cigarette packs, and sales of organic food are growing in the U.S. Many places in the world certainly seem a lot more aware of health and wellness than they did only a few years back.

Yet amid it all, the doughnut industry continues to thrive, especially in the United States.

Dunkin’ Donuts it plans to open anywhere from 330 to 360 new locations in the U.S. this year, making it one of the fastest-growing quick-service restaurants.

Dunkin’, which has about 7,000 stores in 36 states, opened 291 stores last year in an effort to eventually have 15,000 locations. The brand “sells 1.7 billion cups of coffee every year,” the L.A. Times reports — more than anyone else.

The brand has just announced it will target California for some of its openings in 2015 — a state where Dunkin' has been runnin' on empty, with no stores there since 2002. Executives are confident that it's time to stage a return.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements