brand roadmaps

Pressed for Growth, Campbell Wants to Be 'More Than Just Soup'

Posted by Dale Buss on December 18, 2014 02:05 PM

Campbell's Soup Mmm Mmm Good hashtag

Campbell's Soup has come a long way from the simple days when its iconic slogan "M'm M'm Good!" meant that sales were as healthy as a steaming bowl of tomato soup. Today's internal catchphrase for the company is "Real Food That Matters for Life's Moments." And therein lies a new tale.

Under CEO Denise Morrison, who is now entering her fourth year, Campbell has tried mightily to resurrect sales of its staple product: Mainstream soups. The company has tried taking salt out and then putting it back in. It has tried riotous new flavors and uncommon packaging to attract millennials who haven't grown up on soup. It has called the stuff "Go Soup!" and come up with recipe apps for soup. Campbell also has tried various pricing and other promotional gambits.

But even the occasional wins in the soup category have turned out to be chimeras. For example, for the quarter that ended Nov. 2, Campbell's U.S. soup sales were up by 6 percent—just the second time that has happened in 15 months. But the gain was a false one, BuzzFeed reported, in that it occurred mainly because big retailers including Walmart made holiday orders earlier than usual.Continue reading...

brand and bottle

How Budweiser Woos Craft Beer-Loving Millennials: Wooden Crates, Jay Z

Posted by Mark J. Miller on November 24, 2014 01:38 PM

Budweiser truly was the King of Beers a quarter century ago, selling almost 50 million barrels back in 1988. Just ten years ago, it held 14.4% share of the massive U.S. beer market. But now, the iconic American beer only has a 7.6% U.S. market share, and sold only 16 million barrels domestically last year. To combat the crushing numbers, the brand is refocusing its marketing efforts on—who else?—millennials.

According to research from parent company Anheuser-Busch InBev, around 44% of 21- to 27-year-olds have never sampled Budweiser; only a generation earlier, it would have been hard to believe that number could exist.

AB InBev is looking to boost awareness (and sales) by going after those twentysomething drinkers who predominantly favor craft beers. The Wall Street Journal reports that its all-ages marketing is being augmented with a focused effort to target that early- and mid-20s demo, including Jay Z (whose Made in America festival Budweiser sponsors) and, naturally, zombies.Continue reading...

contrabrand

UK TV Resumes Smoking Advertising as Plain Packaging Gains Momentum

Posted by Mark J. Miller on November 11, 2014 10:31 AM

Until now, the only place to see smoking on British television in nearly 50 years was during actual programming. TV cigarette advertising was banned by UK regulatory authorities in 1965, but with the advent of e-cigarettes and "vaping" there has been a debate about where these newfangled tobacco products fit in.

E-cigarettes have been allowed to advertise on television in the UK before this, but new ads that broke this week also break new ground by showing someone actually smoking, an action that has been banned along with cigarette ads but now can be shown because of a change in British regulations, according to The Verge.

"Vaping has never been shown on a TV advert in the UK before, so this is a first for the country and I’m sure it will be a real conversation starter!" Dave Levin, the co-founder of VIP, one of the brands that purchased one of the ads, said in a statement. Continue reading...

digital marketing

Dos Equis Uses Oculus Rift for Most Interesting Halloween Masquerade

Posted by Sheila Shayon on October 24, 2014 05:12 PM

To celebrate Halloween, Dos Equis has created a multi-platform interactive platform, Masquerade, hosted by none other than The Most Interesting Man in the World.

This year's Masquerade, which "takes place" at the host's New Orleans manor, can be experienced both online (through the Dos Equis website) and also at bars and parties across the U.S. through virtual reality experiences in which fans don an Oculus Rift headset.

As Dos Equis parent Heineken notes in a press release, "This VR experience will allow fans to don a headset and enter into a virtual Masquerade as The Most Interesting Man’s guest of honor, encountering the unexpected and unusual."Continue reading...

chew on this

Will Kids Take a Bite of Disney's Frozen and Spider-Man Branded Apples?

Posted by Mark J. Miller on October 17, 2014 12:01 PM

Let it go... into your grocery cart.

Apples may not have had anything to do with the plot of last year’s megahit Frozen, but that doesn’t mean the marketing geniuses at Disney don't see the fruit (which got such a bad rap, after all, in Snow White) as an opportunity to continue the momentum and get kids to eat healthier.

Disney, the 13th Best Global Brand (which turned 91 this week), has been on a kick to get kids to eat better since 2006. Since then, more than 4.1 billion servings of Disney-branded fruits and vegetables have been served up, while sales of its branded fruits and vegetables have tripled just in the last two years.

Now comes the latest Disney-branded produce, just in time for holiday baking: bags of apples branded with either characters from Frozen or Spider-Man. Why should grocers stock (and shoppers buy) Spidey apples and Frozen fruit?Continue reading...

sip on this

From True to Life, the Cola Wars Continue

Posted by Dale Buss on October 3, 2014 10:37 AM

In the latest stage of the ongoing cola wars, the kings of carbonated beverages are going green—on the outside—and lean, on the inside. PepsiCo just introduced a new mid-calorie variety called Pepsi True that uses a combination of stevia and sugar to provide a reduced calorie count, just like Coca-Cola Life. It comes in a green can, just like Coca-Cola Life.

And just like Coca-Cola Life that initially was only offered in Argentina, PepsiCo has put a twist on how it will first make Pepsi True available: exclusively on Amazon (where Coca-Cola is also exclusively reviving its Surge brand) before it hits US stores. Of course, the two brands also could end up sharing the same basic plight: mid-cal soft drinks haven't attained much of a following anywhere yet.

For PepsiCo, the big bet is that Pepsi True will do a better job in the so-called mid-calorie space—not "low calorie" like diet sodas, but not full-calorie either, like the traditional flagships Pepsi and Coke—than the company's previous offering, Pepsi Next.Continue reading...

brand inspiration

TD and Absolut Show Why Art and Brands Go Hand in Hand

Posted by Sheila Shayon on October 2, 2014 02:12 PM

Companies are not only active as arts patrons, they're innovating in ways that speak to their brands' DNA. New campaigns by TD Bank and Absolut show how brands from diverse sectors are using art in a fresh way to engage and inspire consumers, especially those who value culture and corporate citizenship.Continue reading...

branding together

Cup of Joey: Eight O'Clock Coffee and Warner Bros. Celebrate 20 Years of Friends

Posted by Elisabeth Dick Oak on September 23, 2014 12:34 PM

Before you even walk into the new Central Perk pop-up at the corner of Lafayette and Broome Streets in New York City, the first thing you notice is the line stretching around the block. On opening day, nearly 1,500 curious New Yorkers and fans from Australia, Brazil, Chile, China, England, France, Germany, Ireland, Israel, Germany and the Philippines queued up to get their Friends fix and gulped 1,060 free cups of Eight O'Clock Coffee. 

Once inside, you feel as if you've entered a mini-museum. The walls are plastered with photos. Mannequins model costumes from the show. Glass cases display memorabilia such as Ross's "Science Boy" comic book, Monica's engagement ring and Joey's Soap Opera Digest cover issue.

While the pop-up is not an exact replica of the show's Central Perk coffee shop, guests are invited to get their pic snapped on the original pumpkin-colored couch (was it really that orange?) and even meet actor James Michael Tyler, who played barista Gunther on the show.Continue reading...

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