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Energizer Bunny Returns to Boost EcoAdvanced Recycled Batteries

Posted by Sheila Shayon on February 4, 2015 01:50 PM

The iconic Energizer bunny is getting turbo-charged. Energizer has just launched the first-ever high-performance AA alkaline battery partially made from recycled cells. The brand will debut a marketing campaign for its EcoAdvanced battery line on February 16, with the re-energized Energizer Bunny returning in a starring role.

About four percent of the new power pack is made from old batteries alchemized with an "active ingredient"—the secret sauce being kept under wraps by Energizer—to provide longer-lasting energy without using so much new material.Continue reading...

chew on this

Food For Thought: Chipotle Expands Literary Packaging Series

Posted by Dale Buss on February 2, 2015 03:05 PM

Chipotle Cups

First, let's address the No. 1 question on the mind of any Chipotle fan: When are carnitas coming back? Well, the answer is, not as soon as you'd hoped. And it's complicated.

But now let's turn to news that will excite Chipotle customers: Its "Cultivating Thought" series of commissioned writings printed on its cups and carry-out bags—like the 21st century version of the stuff boomers used to read on the back of cereal boxes—will soon be returning.

Chipotle has commissioned best-selling author Jonathan Safran Foer to return as curator of the series, with ten new and notable writers—including Paulo Coehlo, Neil Gaiman, Barbara Kingsolver, Augusten Burroughs and Amy Tan—creating original content to be featured on the packaging.

"Consumers are so used to being marketed at through any channel available. To give them something that isn't marketing creates a nice emotional connection," Chris Arnold, Chipotle communications director, told brandchannel. "We've called this an analog pause in a digital world, but it's also just a break away from what consumer are generally bombarded with."Continue reading...

chew on this

Choc Block: US Chocolate Lovers Protest as Hershey Bars Cadbury UK Brands

Posted by Mark J. Miller on January 26, 2015 11:19 AM

Neil Gaiman Cadbury chocolate US

Cadbury has already alarmed chocolate fans with fears that changes to its iconic, Easter-ready Crème Eggs would trickle overseas.

While Mondelez-owned Cadbury is trying to calm those fears at home in the UK, including releasing a new commercial promoting the limited-edition creamy egg concoction, America's Hershey chocolate conglomerate "won kudos for not changing Cadbury's Crème Egg recipe after the UK's decades-old version was tinkered with," as Fox News puts it.

It turns out that overseas chocolate lovers, at least in the US, have cause to worry after all, because Hershey is no longer willing to share shelf space in America with British chocolates that have any resemblance to its products whatsoever.Continue reading...

sip on this

Share a Coke Expands to Nigeria in Latest Personalized Campaign

Posted by Mark J. Miller on January 13, 2015 10:58 AM

Share a Coke Nigeria

Coca-Cola’s Share a Coke campaign has gone worldwide, enticing consumers with the ability to see their own or their friends' names replace the logo on a can or bottle of Coke. Since launching in 2011 in Australia, it has been so popular that the campaign is now in more than 50 countries. 

The latest local market launch is Nigeria, featuring 600 names that “have been picked from the rich array of names across the various regions” of the country, according to a press release. If customers can’t find a can or bottle in stores now with the desired name, they will “have the chance to create their own personalized” one during a nationwide activation next month.Continue reading...


To Drinkfinity and Beyond: PepsiCo Tests Sustainable Water

Posted by Dale Buss on January 2, 2015 02:04 PM

Drinkfinity PepsiCo

Faced with the urgency of overcoming slow-growing Pepsi sales with outsized gains by its other beverage products, PepsiCo has launched a fruit-flavored water brand called Drinkfinity, developed in Brazil and initially only available in that market.

Bearing the tagline "Live with passion. Drink with purpose," Drinkfinity is the latest product that PepsiCo has launched or acquired over the last decade in its efforts to find and create growth segments in the globe's hydration and refreshment needs and desires, a pursuit that it shares with rival Coca-Cola.

The twist with Drinkfinity: the packaging. The company refers to the product as a "personal and portable hydration system," Ad Age notes, because it consists of pods that are inserted into the top of a reusable bottle filled with water and squeezed.Continue reading...

health matters

Should BPA Be Banned? Consumers, Legislators, Brands Still Wondering

Posted by Sheila Shayon on December 22, 2014 03:03 PM

No BPA logo

While Bisphenol-A (BPA) has been used to make plastic bottles, thermal papers including receipts and as a lining in canned goods for more than 40 years, mounting data about its toxic effects continues to confuse and divide opinion.

The U.S. Food and Drug Administration’s latest safety assessment for BPA continues to greenlight its use in food packaging, although they banned it in baby bottles, sippy cups and infant formula packaging two years ago. Canada banned the substance altogether from children’s products in 2010 after declaring it toxic.

Adding support for those concerned about BPA and health, recent research from Seoul National University’s Department of Preventive Medicine which was published in Hypertension indicates potential links between BPA and blood pressure elevation.Continue reading...

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...

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