Brandmen

Coca-Cola Wraps Largest Social-Media Project Ever

2011-07-16T10:53:00.000+07:00

Global Program with Local Activation, 'Expedition 206,' Comes to Close By Natalie Zmuda Published: January 03, 2011 NEW YORK (AdAge.com) -- More than 275,000 miles, 186 countries and 365 days after embarking on Expedition 206 -- Coca-Cola's largest social-media project ever -- the company's three "happiness ambassadors" have completed their journey.

Tapping the Buying Power of Indonesia’s Young Professionals

2011-04-24T14:23:00.000+07:00

December 22, 2010 As with other developing countries, Indonesia’s economy is strong, and that development has propelled a growing middle class eager to spend. In Indonesia, retailers and manufacturers should focus their attention on the nation’s young, married, urban-dwelling professionals, according to Yudi Suryanata, Executive Director, Consumer Research, Nielsen Indonesia, who spoke at

Winning the Hearts of Indonesian Consumers

2011-04-23T14:28:00.000+07:00

April 7, 2011 Catherine Eddy, Managing Director, Nielsen IndonesiaIndonesian consumers have proven themselves to be optimists. Throughout the economic turbulence that started in 2008, Indonesians remained confident and positive about the country’s economic outlook according to Nielsen’s Consumer Confidence Index. Even among businesses, despite the hard times in 2009, the majority (52%) said

Consumer Buying Habits Change as Indonesia Welcomes a New Era

2011-04-22T14:32:00.000+07:00

April 21, 2011 Venu Madhav, Executive Director of Client Leadership, Nielsen IndonesiaIt’s a new era in Indonesia: global capital markets have recovered significantly since the financial crisis of 2008, and in 2010 the GDP grew 6.1 percent and GDP per capita hit US$3,000, according to the IMF World Fact Book. If the experiences of China and South Korea are any indication, that income level

Even P&G's Fairy Dishwashing Liquid Is Part of U.K. Royal Wedding

2011-03-01T12:40:00.007+07:00

Other Products, Like Crown Jewels Condoms and Throne Up Sickness Bags, May Be Less Welcome By Emma Hall Published: February 17, 2011 LONDON -- Procter & Gamble, the latest marketer to succumb to royal wedding fever, is developing a special-edition plastic bottle of its best-selling dishwashing detergent, Fairy Liquid, to commemorate the wedding of Prince

Starbucks Talks Logo Redesign

2011-01-15T00:05:00.000+07:00

Jan 5, 2011 - Noreen O'Leary It's hard to believe, but in March, Starbucks will celebrate its 40th year in business, expanding from Seattle coffeehouses to a global caffeine powerhouse with more than 16,800 stores in 50 countries and an array of new products on grocery shelves. Starbucks possesses one of retail’s most familiar brand marks, and the company will celebrate its 40th anniversary by

Coca-Cola Wraps Largest Social-Media Project Ever

2011-01-08T16:05:00.000+07:00

Dawn

2010-12-09T08:39:00.007+07:00

Dan Jackson, Brand Manager, Procter & Gamble Co. By Jack Neff Published: November 15, 2010 BATAVIA, Ohio (AdAge.com) -- Recession and oil spills are certainly bad, but they've ultimately helped sell Procter & Gamble Co.'s Dawn dish soap in the past year as the brand that combined innovation, value messaging and doing good to do very well for itself.

5 Gum

2010-12-08T08:33:00.008+07:00

Paul Chibe, VP of U.S. Gum and Mints, Wm. Wrigley Jr. Co. By E.j. Schultz Published: November 15, 2010 CHICAGO (AdAge.com) -- With its slick packaging, innovative flavors and highly produced ads, Wm. Wrigley Jr. Co.'s 5 gum continues to gain momentum in the sugarless-gum category. Launched only three years ago, the gum now

Burberry

2010-12-07T08:32:00.007+07:00

Christopher Bailey, Chief Creative Officer By Teressa Iezzi Published: November 15, 2010 NEW YORK (AdAge.com) -- Fashion brands do a few things well (make beautiful clothes, create fantasies to stoke consumerism, help prop up the Champagne, cigarette and weight-loss industries), but understanding technology and the way people actually behave in the real

Groupon

2010-12-06T23:50:00.000+07:00

Rob Solomon, President-Chief Operating Officer By Rupal Parekh Published: November 15, 2010 NEW YORK (AdAge.com) -- Everyone's going gaga for Groupon. The Chicago-based online company started 2010 with 125 employees and today counts more than 2,500 staffers worldwide who arrange, write and send its deals-of-the-day emails to an exploding subscriber base.

M&Ms

2010-12-05T16:55:00.000+07:00

Debra Sandler, Chief Consumer Officer, Mars Chocolate North America By E.j. Schultz Published: November 15, 2010 CHICAGO (AdAge.com) -- The 66-year history of M&M's is full of big moments. There was the 1941 introduction to American soldiers serving in World War II. In 1954, the "melts in your mouth, not in your hands" tagline was born. The candies hit a

Why P&G's $57 Billion Bet on Gillette Hasn't Paid off Big -- Yet

2010-12-04T16:41:00.008+07:00

Five Years and One Recession Later, Company Says Value Is There but HiddenBy Jack Neff Published: February 15, 2010 BATAVIA, Ohio (AdAge.com) -- Just over five years ago on a Monday morning in late January, Procter & Gamble Co. shocked the business world with a $57 billion acquisition of Gillette Co., reshaping itself and its industry. Though P&G was already

Old Spice

2010-12-03T16:21:00.010+07:00

James Moorhead, Brand Manager, Procter & Gamble Co. By Jack Neff Published: November 15, 2010 BATAVIA, Ohio (AdAge.com) -- Isaiah Mustafa, aka the Old Spice Guy, ranks with Wendy's pitchwoman Clara "Where's the Beef" Peller among those who transcended ad greatness to achieve pop-culture stardom. His original February ad from Wieden &

Purex

2010-12-02T16:18:00.000+07:00

Eric Schwartz, VP-North American Laundry Marketing, Henkel By Jack Neff Published: November 15, 2010 BATAVIA, Ohio (AdAge.com) -- U.S. laundry aisles saw plenty of broken dreams and discontinued products about 10 years ago, when marketers thought consumers were ready for new forms such as tablets and home dry-cleaning kits. They weren't.

WWE

2010-12-01T16:14:00.000+07:00

Michelle Wilson, Exec VP-Marketing, World Wrestling Entertainment By Andrew Hampp Published: November 15, 2010 LOS ANGELES (AdAge.com) -- Although it's a nearly 30-year-old franchise, World Wrestling Entertainment may be having its biggest year yet in 2010. Since transitioning from an adult-targeted TV and event property to a family-friendly, PG-rated

Nokia Invents Character With Amnesia So Phone Can Fill in Lost Memories

2010-11-30T16:04:00.001+07:00

JWT Challenges Social-Media Users in Philippines to Create and Film Story of Missing 8 Days By Normandy Madden Published: November 23, 2010 MANILA (AdAge.com) -- Imagine what it would be like to wake up in a Southeast Asian city with no memory, a bruised face, a missing wallet -- and a cellphone. Nokia did, and turned the idea into a social-media campaign

Soup Players Put Spotlight Back on Taste, New Products

2010-11-29T15:20:00.000+07:00

Category Sales Depressed During Last Year's Bruising Ad War By E.j. Schultz Published: November 24, 2010 CHICAGO (AdAge.com) -- In the great soup war, there was no winner. The $4 billion canned-soup category seemed primed for growth as recently as a year ago when recession-weary customers appeared ready to embrace soup as a cheap at-home meal. Sales grew

P&G Promo Causes Bomb Scare in Brazil

2010-11-28T15:14:00.000+07:00

Abandoned Crates in Rio Were Meant to Evoke Planeload of Prizes Dropping From Sky By Claudia Penteado Published: November 26, 2010 RIO DE JANEIRO (AdAge.com) -- In a Procter & Gamble promotion gone drastically wrong in Brazil this week, the bomb squad was summoned after panicked residents called the police on Wednesday to report two large wooden crates

Toyota Wins Back Hispanic Drivers With 259,000 Decals

2010-11-24T15:44:00.001+07:00

How to Order a 'Somos Muchos Mexicanos. Somos Muchos Toyotas' Sticker on Facebook By Laurel Wentz Published: November 18, 2010 NEW YORK (AdAge.com) -- Look closely at a Toyota and you may see a bright decal that says "Somos muchos mexicanos. Somos muchos Toyotas," Spanish for "We are many Mexicans. We are many Toyota owners." As Toyota struggled to

Best-in-Class Digital Shopper Marketing Campaigns

2010-11-23T17:54:00.000+07:00

A look at recent programs that integrate multiple digital touchpoints with retail According to the white paper, "Clicking Through the Path to Purchase: Best Practices in Digital Shopper Marketing,", there are 221 million Internet users in the U.S. There are 292 million television viewers, with 35% viewing some TV online, and half of consumers will have a smartphone by 2011. By 2014, more

ProGlide Launch is Gillette's Largest Ever

2010-11-21T16:38:00.000+07:00

Next-gen razor backed by blue-lit, motion displays Cincinnati -- The latest installment in the ongoing razor battle is also the biggest product launch in the Gillette brand's history -- and Procter & Gamble Co. is flooding stores with high-tech, interactive retail displays as well as launching a full arsenal of digital path-to-purchase initiatives, sampling, TV, print and more. P&G

Expo Keynote: P&G and Shopper Marketing

2010-11-21T01:27:00.000+07:00

By Patrycja Malinowska Procter & Gamble's response to emerging changes in consumer habits has been to make the shopper the focal point of its brand-building activity. "The world is dramatically changing, markets are shifting, the profiles of consumers ... [are] different even than they were 10 to 15 years ago, and technology is completely transforming how we are touching and improving

P&G Pushes 'Store Back'

2010-11-20T01:19:00.001+07:00

The company's current mindset forces brand teams, agencies to start with the store If it doesn't work in the store, it doesn't work. Sounds simple enough, but this idea is at the core of The Procter & Gamble Co.'s latest rallying cry known as Store Back, introduced by Marc Pritchard when he took the helm as global marketing officer in mid-2008 (his role has since expanded to global

Putting the Shopper in Your Shopper Marketing Strategy

2010-11-19T15:47:00.002+07:00

By Matt Nitzberg, dunnhumbyUSA Introduction: Shopper Marketing offers great potential for retailers and manufacturers to engage their most valuable shoppers more completely and more profitably. It offers new ways to reach shoppers in ways that can make a dramatic difference in their experience and their spending. When done well, Shopper Marketing is ... An expression of shopper-centric

U by Kotex

2010-11-17T16:01:00.001+07:00

Andrew Meurer, VP-feminine and Adult Care By Jack Neff Published: November 15, 2010 BATAVIA, Ohio (AdAge.com) -- Kotex had been losing share for a generation, largely to Procter & Gamble Co.'s Tampax and Always. Kimberly-Clark Corp.'s last big attempt to shake things up -- a redesign that broke a category taboo by putting flowers and splashes of red on

McCafe

2010-11-16T15:37:00.002+07:00

Sophia Therios, Director-Marketing, McDonald's USABy Maureen Morrison Published: November 15, 2010 CHICAGO (AdAge.com) -- McDonald's has had coffee on its menu since the early '80s, with as many as 60 different coffee blends being used in the restaurants. But then McDonald's starting developing a long-term strategy to integrate coffee and related beverages into

McDonald's Rolls Out Scavenger Hunt for New McCafe Drink

2010-11-12T15:35:00.000+07:00

Winners to Receive Year's Worth of Coffee By Maureen Morrison Published: November 11, 2010 CHICAGO (AdAge.com) -- McDonald's Corp. is introducing its newest McCafe beverage -- an espresso-based drink called Caramel Mocha -- by launching a scavenger hunt. The scavenger hunt will take place in nine cities -- Atlanta, Chicago,

Crystal Light Revamps Packaging

2010-11-08T19:02:00.004+07:00

Brand reduces containers to be eco-friendly and meet women's needs Northfield, Ill. -- Marketers for Crystal Light, the powdered drink mix from Kraft Foods, have revamped the product's packaging to make it more attractive, functional and environmentally friendly. The packaging is now rolling out to stores, with new packages replacing old as inventories are used up. The product features a

Bringing Packaging Into Focus

2010-11-07T19:00:00.000+07:00

More companies are starting to look at packaging through the lens of shopper marketing As one of the most important parts of the shopping experience, consumer product companies are beginning to change the way they view packaging, moving it from an isolated work function to a more integrated step in the shopper marketing process. "In its early evolution, the package design process was the

How Philly Cream Cheese Gave Its Flat Sales a Kick

2010-11-06T09:15:00.000+07:00

Interactive Web Campaign Helps Kraft Product's Sales Soar By Emily Bryson York Published: May 24, 2010 CHICAGO (AdAge.com) -- If you're having a hard time growing sales for a mature brand, here's an idea: Give your most-loyal consumers reason to use it more. It's worked for Kraft, which has posted solid sales gains on Philadelphia Cream Cheese, a brand

P&G's Marc Pritchard Touts Value of PR

2010-11-06T09:05:00.000+07:00

Says Future of Marketing Is Directly Tied to Growth of Industry By Michael Bush Published: October 27, 2010 NEW YORK (AdAge.com) -- Procter & Gamble, the world's biggest advertiser, gave the PR industry a huge vote of confidence today, but it also provided the industry with a stern warning: seize the opportunity currently in front of you or risk losing

The Yes Men Reveals How Chevron Campaign Leaked

2010-11-06T09:01:00.002+07:00

Artist Contacted by Agency McGarryBowen Turned Over Files By Ken Wheaton Published: October 27, 2010 Last week, we brought you news that Chevron's breaking ad campaign and PR push had been hijacked by a group called The Yes Men, working in collaboration with Rainforest Action Network and Amazon Watch. Now The Yes Men is revealing how it got its hands on

Kraft Puts Big Bucks Behind Philadelphia Cooking Creme Launch

2010-11-05T09:07:00.008+07:00

'Huge Marketing Campaign' to Back New Product Positioned as Sauce By Ej Schultz Published: October 26, 2010 A correction has been made to this story. CHICAGO (AdAge.com) -- Buoyed by early success, Kraft Foods is putting more marketing muscle behind the repositioning of Philadelphia Cream Cheese as a versatile cooking ingredient, spending big to

How to Read Newspapers' New Circulation Numbers

2010-11-04T09:15:00.000+07:00

Industry's Circulation Decline Slows, but Dive Below the Top Line to Really Understand By Nat Ives Published: October 25, 2010 NEW YORK (AdAge.com) -- Newspapers' circulation losses have slowed further, to a 5% daily drop in the most recent report from an 8.7% decline in the spring report and a 10.6% plunge in the report one year ago.

Suddenly, Everyone Wants to Be Groupon

2010-11-03T09:19:00.000+07:00

How the Young Startup Has Become a Model of Success for Marketers By Kunur Patel Published: November 01, 2010 NEW YORK (AdAge.com) -- If imitation is the sincerest form of flattery, Groupon has a lot of admirers. From Walmart to a hotel in Scottsdale, Ariz., marketers have taken notice of the two-year-old Chicago startup that's amassed 25 million

You Are What You Watch, Market Data You Are What You Watch, Market Data Suggest

2010-11-02T22:42:00.000+07:00

Research Links Personality Traits to Consumers' Viewing Habits, Helps Marketers Match Brands With Audiences By Beth Snyder Bulik Published: November 01, 2010 YORK, Pa. (AdAge.com) -- Whether you choose to watch "Brothers & Sisters" or "Mad Men" at 10 p.m. on Sunday says a lot about you. According to psychographic ad targeter Mindset Media, the TV shows you

Focus on Consumers’ Need States to Win

2010-11-02T00:59:00.000+07:00

October 27, 2010 Keynote address by Pradeep Pant, President, Kraft Foods Asia Pacific During his keynote address at Nielsen’s inaugural Consumer 360 Conference in Jakarta Indonesia on October 19, Mr. Pradeep Pant, President of Kraft Foods Asia Pacific, emphasized the strategic importance for companies to focus on consumers’ need states in order to win.The Asia Pacific region is an engine of

Retail Landscape 2015: 10 Predictions

2010-11-02T00:58:00.000+07:00

October 22, 2010 Todd Hale, SVP Retail and Shopper InsightsAs we manage through one of the most challenging U.S. economic downturns, American consumers have made significant shifts in what they buy and watch. From planning their shopping trips to focusing on value to trading down to going out less and staying in more, consumers have pressed the reset button and fundamentally changed their

The Principles of Marketing Can Be Summarized in One Word

2010-11-01T15:42:00.000+07:00

'FOCVS' Should Be the Foundation of Any Effort By Al Ries Published: January 05, 2010 A number of people have asked us to summarize our marketing principles in a simple, easy-to-remember way. Good thought. Having written (or co-written) 11 books on the subject, I can see how our basic principles can get buried in a blizzard of examples and case histories.

Unilever Launches First Skincare Line for Men

2010-11-01T13:53:00.000+07:00

Global study reveals dry skin as No. 1 complaint Englewood Cliffs, N.J. -- Dove's "Campaign for Real Beauty" made headlines for featuring non-models in ads and for encouraging real women to feel comfortable in their own skin. In December, Unilever came out with Dove Men+Care, the brand's first product line for men. While the female-targeted "Campaign for Real Beauty" originally featured

Marketer of the Year Runner-Up: Southwest

2010-10-30T23:50:00.000+07:00

With Its Simple Message of 'Bags Fly Free,' Low-Cost Carrier Has Been Winning Recession-Weary Travelers By Rich Thomaselli Published: October 18, 2010 NEW YORK (AdAge.com) -- The brilliance, of course, is in its simplistic message. No matter how it's said, no matter how it's presented, this is what the consumer hears from Southwest

Marketer of the Decade: Apple

2010-10-29T23:36:00.000+07:00

Company Influences Business Models Across All Media and Creates Exceptionally Brand-Loyal Consumer Base By Beth Snyder Bulik Published: October 18, 2010 YORK, Pa. (AdAge.com) -- You think you have Apple fatigue. Apple has won Ad Age's Marketer of the Year title only once in the past decade, but it has been named runner-up several times and has been a

Marketer of the Year: Ford Motor Co.

2010-10-28T23:31:00.000+07:00

Carmaker Steers Its Way Out of Crisis With Improved Products, Bottom-Up Creative Ideas, Once-in-a-Lifetime PR Boost By Rich Thomaselli Published: October 18, 2010 NEW YORK (AdAge.com) -- It was arguably the darkest hour for American automakers: Struggling with the collapse of the global economy, the U.S. government in 2008 bailed out General

P&G, Walmart Find Success as Moviemakers for Their Brands

2010-10-28T23:06:00.000+07:00

With a Third Film Set to Air on NBC, Have Marketers Found Winning Formula for Branded Entertainment? By Andrew Hampp Published: September 27, 2010 LOS ANGELES (AdAge.com) -- Earlier this year, Procter & Gamble and Walmart teamed with NBC for what is deemed by many to be the new model for marketer-funded entertainment: a series of prime-time family movies

Your Media Questions Answered: MobileYour Media Questions Answered: Mobile

2010-10-27T23:05:00.000+07:00

By Kunur Patel Published: September 27, 2010 Kunur Patel Is anyone really watching TV on their phones? Well, not yet, but signs look good. Out of the more than 200 million American mobile subscribers 13 years or older, 11 million watched TV or video on their phone in the three months ending in July, according to ComScore. Keep in mind, those numbers

How Coke, P&G, Samsung Plan to Hit Bold Growth Targets

2010-10-24T23:54:00.000+07:00

Beverage Titan, Electronics Giant Aim to Double Sales by 2020; House of Ivory Reaches for 1 Billion More Consumers in 5 Years By Jack Neff Published: October 25, 2010 BATAVIA, Ohio (AdAge.com) -- Forget the prospects of a weak recovery, double-dip recession and all the talk of a "New Normal" where consumers are scared to spend. Marketers' projections are

Marketer of the Year Runner-Up: Domino's

2010-10-20T12:23:00.000+07:00

Pizza Chain Sees a Gutsy Move Pay Off as Foes Become Fans and Store Profits Reach an All-Time Industry Mark By Rupal Parekh Published: October 18, 2010 NEW YORK (AdAge.com) -- "I seriously hated Domino's in the past," wrote Kris Johnson on the pizza chain's Facebook page. "Only had it a couple times and it made my stomach upset and it was average at best. I

Marketer of the Year Runner-Up: PepsiCo

2010-10-19T10:15:00.001+07:00

Beverage Company Becomes a Digital and Social-Media Leader; Sees Gatorade, SoBe Sales Bounce Back By Natalie Zmuda Published: October 18, 2010 NEW YORK (AdAge.com) -- What a difference a year makes. Last year, PepsiCo found itself in the headlines for all the wrong reasons. This year the snack and beverage giant has hit its stride. The company has

Bud Begins New 'Journey'

2010-10-15T11:29:00.001+07:00

Sept 29, 2010- Andrew McMains, Adweek Keith Levy, vp of marketing at Anheuser-Busch InBev, describes Budweiser's new "Grab some Buds" campaign from Anomaly as a "beginning of a journey. We're not looking for the brand to turn around tomorrow. We are looking to begin that stabilization process and this is part of that." The first work from the brewer's newest roster shop features TV spots as well

Opinion: Movement Marketing in the Nude

2010-10-14T11:33:00.000+07:00

Sept 28, 2010- Suzana Apelbaum Branded content, branded entertainment, cross-media marketing, cloud marketing, viral marketing, cause marketing, guerilla marketing -- you may be tired of these names. I am. But the truth is, in order to keep up with consumers' constantly mutating behaviors, advertising must keep reinventing itself or dress up in different names and approaches. The newest label?

(Not So) Annoying Places

2010-10-13T11:35:00.001+07:00

Aug 31, 2010- Benjamin Palmer I dragged half a dozen people to a new panini place after a meeting the other day because it had a Foursquare check-in offer: buy-one-get-one-free when you check-in with a friend. Awesome deal. Earlier that day, I'd been at a meeting uptown and had left via 47th Street, New York's diamond district. There are about 100 diamond merchants on that one block and you

ITV Barbie Becomes Role Model for MarketersITV Barbie Becomes Role Model for Marketers

2010-10-04T03:13:00.000+07:00

Mattel's Cable Network Finds Success Among Young Girls but Roadblocks in Expanding Across Video Systems By Brian Steinberg Published: September 27, 2010 NEW YORK (AdAge.com) -- With her blond hair, hard-to-emulate figure and near-universal recognition by kids, Barbie has long seemed destined for TV. But getting her in millions of consumers' homes in a

What Do We Want? Media! When Do We Want It? Now!

2010-10-04T03:11:00.000+07:00

Americans Are Watching More TV, Texting Like Crazy and Surfing Up a Storm -- and That's Only the Half of ItBy Beth Snyder Bulik Published: September 27, 2010 YORK, Pa. (AdAge.com) -- Americans have a voracious appetite for media, and there are few signs that we're nearing satiation. In the past year and a half, we've added two more hours per week to our at-home TV

Cracking Viral Code: Look at Your Ads. Now Look at Old Spice

2010-10-03T00:01:00.000+07:00

String of Hits From P&G Grooming Biz Seem to Point to Formula -- Engaging, Surprising Media That Appeals to Both Genders By Jack Neff Published: September 27, 2010 BATAVIA, Ohio (AdAge.com) -- Viral video long has seemed a crap shoot, or more like a lottery considering the potential of the payout vs. relatively small cost and even smaller odds of success.

Coke's New World Cup Goal: Mainstream U.S. Consumers

2010-10-02T23:09:00.000+07:00

April 27, 2010 - Elaine Wong Soccer may trail basketball and baseball in popularity in the U.S., but Coca-Cola sees that changing fast. Coca-Cola has been a major advertiser in the FIFA World Cup for decades, but this is the first time the company is targeting a more mainstream type of consumer, as opposed to Hispanics in the U.S., said Reinaldo Padua, assistant vice president of Hispanic

Why Do Most Movie Websites Suck?

2010-10-01T23:42:00.000+07:00

As Marketing Emphasis Shifts to Facebook, Studios Lose a Valuable Branding Opportunity By Chris Thilk Published: September 28, 2010 Chris Thilk So many times this summer, as I'm writing one of my movie marketing campaign reviews, I've visited a film's official website and come away with a single thought: "That's it?" If you also make a habit of visiting

How Subway Built a $4B Brand, Five Bucks at a Time

2010-09-30T23:15:00.005+07:00

Sept 26, 2010 - Noreen O'Leary Since joining Subway as CMO of its Franchisee Advertising Fund Trust in 2006, Tony Pace has been quick to make change, boosting advertising from 52 weeks a year from 33 weeks at the chain that is now America’s second largest, after McDonald’s. He’s created a new digital marketing team and developed branded entertainment opportunities on shows like The Biggest

For Kraft and Frito-Lay, Suddenly, Greece Is the Word

2010-09-29T23:13:00.005+07:00

Sept 26, 2010 - Elaine Wong Greasy food may be getting the cold shoulder from consumers, but Greek food is hot. Hummus and Greek yogurt—once confined to niches—are going mainstream, thanks to Kraft and PepsiCo. Kraft, for instance, is rolling out its first Greek yogurt, under its Athenos brand, in California and Midwest grocery stores with a sampling effort. The food giant has

Campbell Gets 'Happy' in $100 Mil. Push

2010-09-28T15:10:00.000+07:00

Sept 7, 2010 - Elaine Wong Campbell Soup Co. this week kicked off the first umbrella campaign for all of its U.S. soups. This time around, ads don't challenge rivals like Progresso, but rather show how consumers from all walks of life turn to Campbell’s soups to reach a “happier place.” The effort, which spans television, print, radio, online and in-store media, is part of the soup maker’s

Jell-O Jiggles for Giggles

2010-09-28T15:02:00.000+07:00

Sept 3, 2010 - T.L. Stanley It may not seem like there's a lot to laugh about given the state of current affairs, but Kraft learned otherwise during a 23-city tour that brought out thousands of people for a national giggle contest. The stunt for Jell-O, dubbed "Give it a Giggle," sent a truck tricked out as a recording studio to Atlanta, Miami, Chicago, Los Angeles and elsewhere, recording

Vortex Bottle, Taste Tests On Tap From MillerCoors

2010-09-27T22:18:00.002+07:00

March 28, 2010- Todd Wasserman MillerCoors, coming off a year where overall unit sales slipped 1.7 percent, is introducing a slew of new advertising and product innovations to take on foe Anheuser-Busch. MillerCoors execs met with wholesalers last week in Las Vegas to show off some of the new campaigns and products. Chief among the new innovations is something called Miller Vortex, a

Coors Intros Aluminum Pint

2010-09-27T22:15:00.002+07:00

Aug 31, 2010- Brandweek Staff Coors, which has goosed sales over the last few years with various packaging gimmicks, is introducing a new one: Coors Light Silver Bullet Aluminum Pint. The 16 oz. product, which showcases a picture of the brand's Rocky Mountain imagery on the can when it hits the proper temperature, makes its official debut on Sept. 1. Coors will back the launch with a

What Do Consumers Think? Don’t Even Bother Asking

2010-09-26T17:18:00.001+07:00

May 3, 2010- Ron Sellers Why do we consistently ask consumers for answers they can’t give us? Marketing research is the art and science of exploration. Simply put, we ask people questions and they give us answers. Sounds easy enough—until you consider the inherent problem. Can you, marketer or brand manager, reasonably answer every question you’re asked? Can you really say whether, for

Brand Icons 'Guest Star' in Xerox Campaign

2010-09-25T15:56:00.000+07:00

Sept 2, 2010 - Elaine Wong Xerox is prepping a new campaign, via Y&R, New York, as part of an effort to position itself as more than just a printer and copier maker. The effort spans TV, print, out-of-home and digital, and is one of the largest brand initiatives in decades for Xerox. The move follows the company’s acquisition of Affiliated Computer Services in February, making it a bigger

Global UPS Push Is All About Logistics

2010-09-25T15:51:00.000+07:00

Sept 13, 2010 - Elaine Wong UPS today (Monday) launched its first global campaign, dubbed “We [Heart] Logistics,” which touts the many worldwide services the brand offers. The campaign, a first by UPS' new agency Ogilvy & Mather Worldwide, has kicked off in the U.S., China and the U.K., and will debut in Mexico next week. It follows a move by the package delivery company to build a

Bounce Lets Moms Do the Talking

2010-09-25T15:11:00.000+07:00

Sept 20, 2010 - Elaine Wong Procter & Gamble is tapping into the power of consumer testimonials to promote one of its newest products, Bounce Dryer Bar. The packaged goods giant is kicking off an effort next month, consisting of a series of print advertorials and Web videos running in Meredith Corp.'s Better Homes and Gardens and Better, a nationally syndicated lifestyle TV show. The

BMW vs. Audi: The Best Media Plan on Four Wheels?

2010-09-24T16:39:00.008+07:00

Optimedia CEO Antony Young Analyzes the Media Strategies Behind Two Leading Luxury Auto BrandsBy Antony Young Published: September 20, 2010 Antony Young One of my first memories of the advertising industry was walking past an ad agency in my hometown and noticing a row of European cars parked outside. I recall thinking at the time: "Hey, I'm not exactly sure what this company does, but I

A Good Housekeeping Seal for the Twitter Age

2010-09-24T06:20:00.000+07:00

Sept 19, 2010 - Elaine Wong Aiming to be a sort of Good Housekeeping Seal of Approval for the social media age, a startup called TwitterMoms is working with Procter & Gamble and Quickie Manufacturing to get its ratings on their products in stores. In a modern twist, the ratings and reviews will be accessible instantly via QR codes printed on product packaging. Megan Calhoun, founder of

Quaker Oats Preps 'Amazing' Plan

2010-09-23T23:23:00.000+07:00

Aug 24, 2010 - Elaine Wong Consumers these days just don't have a lot of time on their hands. PepsiCo-owned Quaker Oats, however, hopes to be able to get them to stop and think—even if it's just for a moment—about the benefits of eating breakfast. Preferably, a Quaker breakfast. Toward that end, a new campaign tagged, "Does your breakfast make you amazing?" launches next week. The effort is

Starbucks Adds a Few Doses of Flavor to Perk Up Its Packaged-Coffee Sales

2010-09-23T16:07:00.000+07:00

Armed With a Buzzy Campaign, Giant Taps Retail Market With Natural FusionsBy Natalie Zmuda Published: September 20, 2010 NEW YORK (AdAge.com) -- Coffee purists might turn up their noses at flavored coffee beans, but Starbucks' packaged-coffee division expects the category will be its next avenue of growth. FEVER FOR THE FLAVOR: The primary target for the Natural Fusions line will be

Walmart's Merchandising Shift Has Five Brands Dancing in Aisles

2010-09-22T15:07:00.000+07:00

Change in Project Impact Strategy Is Paying Off for These Household FavoritesBy Jack Neff Published: September 13, 2010 NEW YORK (AdAge.com) -- Walmart's much-talked-about Project Impact isn't dead, but the merchandising strategy that knocked thousands of items off the retailer's shelves and cleared the aisles of promotional merchandise over recent years is finished. That, combined with moves

Grand Marketer of the Year 2010: James Moorhead, Old Spice

2010-09-21T11:42:00.000+07:00

By Jim Edwards on Mon Sep 13 2010 Photograph by Tim Llewellyn In the 1970s, an Old Spice TV commercial opened with a shot of a woman lounging on a corner-unit sofa covered in garishly patterned cushions, surrounded by a jungle of potted palms and ethnic statuettes—a fading hippie paradise. The brunette, wearing a one-piece catsuit with bell-bottoms two feet wide at the ankles, pages idly

Steve Jobs, Apple

2010-09-20T22:37:00.001+07:00

By Todd Wasserman on Mon Sep 13 2010 In 2010, the standard advice for marketers is: Be transparent. Embrace social media. Start a dialogue with your audience. Apple CEO Steve Jobs is having none of this. As everyone knows, Apple's success is based at least in part on opacity. The brand has no Facebook or Twitter page, doesn't respond to media requests (including one

Geoff Cottrill, Converse

2010-09-19T22:40:00.007+07:00

By Rebecca Cullers on Mon Sep 13 2010 Photograph by Allison Cottrill Geoff Cottrill, whose name is synonymous to many with digital marketing, says he draws much of his inspiration from a decidedly pre-Internet document: The 1913 Converse Catalog. One passage in particular has resonated: "Our company was organized in 1908 fully believing that there was an earnest demand from the retail shoe

Justin Lambeth and Gannon Jones, Frito-Lay

2010-09-18T22:42:00.008+07:00

By Elaine Wong on Mon Sep 13 2010 Photograph by Van Ditthavong Frito-Lay knew it had a problem when it asked some of its consumers what its Lay's potato chips were made of and most had to give the question some thought. Instead of spuds, consumers thought of the factory. They deemed the product "heavily processed, full of preservatives and one-third of Americans didn't realize it was made with

David Webster, Microsoft

2010-09-17T22:44:00.008+07:00

By Janet Stilson on Mon Sep 13 2010 Photograph by www.gregkessler.com Creating a fresh pitch about an established product is a hard enough job. But what if a billion consumers already own the previous version of it? For David Webster, general manager and chief strategy officer for Microsoft's central marketing group, that was the key sticking point as he and his team figured out how to market

David Lauren, Ralph Lauren

2010-09-16T22:46:00.007+07:00

By Robert Klara on Mon Sep 13 2010 Photograph by Frank Veronsky As indoctrinated shoppers know, setting foot inside a Polo Ralph Lauren retail store is a bit like getting invited to one of Jay Gatsby's parties, minus the gin. Persian rugs, varnished mahogany paneling, gilt-framed oils of thoroughbred horses—it's all part of Ralph's world, an ivy-covered, Polo-scented sanctum where the cuffs

Russell Weiner, Domino's

2010-09-15T22:48:00.008+07:00

By T.L. Stanley on Mon Sep 13 2010 Photograph by Dwight Cendrowski In many ways, Russell Weiner was the target customer for his own ad campaign. After all, Weiner, who became CMO for Domino's two years ago, says he ate a lot of the Domino's pizza in college but felt he had outgrown it in the years after school. His palate had changed, as had the American consumer's, and the product itself

Tim Mahoney, Subaru

2010-09-14T22:51:00.008+07:00

By David Kiley on Mon Sep 13 2010 Photograph by Frank Veronsky When Tim Mahoney returned to Subaru in 2006 to become chief marketing officer following a nine-year stint at Porsche of America, he hardly recognized the place he had left in 1997. The company had served up five separate ad slogans and strategies in six years from two different ad agencies, and had five radically different print ad

Tony Hsieh, Zappos

2010-09-13T22:56:00.000+07:00

By Karen J. Bannan on Mon Sep 13 2010 Photograph by Jeff Green On June 7, a new book by Tony Hsieh titled Delivering Happiness: A Path to Profits, Passion, and Purpose hit the stores with a retail price of $24. There's no readily available data on how many readers plunked down that much, but what we do know is that 1,678 readers did not. Those people were subscribers of

Martine Reardon, Macy's

2010-09-13T22:53:00.008+07:00

By Alex Palmer on Mon Sep 13 2010 Photograph by Laura Barisonzi Martine Reardon still remembers the point that's every marketer's worst nightmare: The brand's in trouble, and all eyes turn to the marketing department to do something. It was the end of 2008, and Macy's, the legendary retailer that's virtually synonymous with "department store," was indeed in trouble. The

Rockfish Is No. 3 on Ad Age's Agency A-List

2010-09-09T07:48:00.000+07:00

Our First Small Agency of the Year Doubled Its Staff and Boosted Revenue by Working Like a Software Company By Kunur Patel Published: January 25, 2010 NEW YORK (AdAge.com) -- While the rest of the agency world frantically tried to jam technology know-how into its core, Rockfish Interactive spent 2009 layering more creative, account and strategy thinking onto

Long Slogans Are Absolutely, Positively More Effective Than Short Ones

2010-09-08T11:09:00.001+07:00

Vague Three-Word Taglines Plague Advertising Space By Al Ries Published: September 07, 2010 After three years of operations and $29 million in losses, Federal Express gave up trying to compete head-to-head with air-cargo leader Emery Air Freight. Instead, it decided to focus the company on overnight service. Agency: Arnold Worldwide Client: Carnival Cruise Lines In 2008, Carnival was the industry leader. However, the image of cruise lines in general was that

alli & Wynonna-my story, my alli

2010-08-30T08:24:00.001+07:00

Aug 3, 2010 12:11 PM Best Vehicle-Based Experiential Campaign Agency: Draftfcb Client: GlaxoSmithKline Over-the-counter weight-loss product alli was suffering from slowing sales since its 2007 launch. In addition,

Little Debbie Share-a-thon

2010-08-30T08:20:00.000+07:00

Aug 3, 2010 1:30 PM Best Vehicle-Based Experiential Campaign Agency: Luckie & Co. Client: McKee Foods McKee Foods wanted to create the largest-ever product launch in company history for their new Little Debbie Chocolate Cupcakes, by giving away 1 million cupcakes on

Mobile RocPopShop

2010-08-30T08:18:00.001+07:00

Aug 3, 2010 1:51 PM Best Vehicle-Based Experiential Campaign Agency: MRA Client: Rocawear The year 2009 marked Rocawear Apparel’s tenth anniversary. The brand wanted to make a big splash, but the economy presented a

Drive One 4 UR School

2010-08-30T08:16:00.001+07:00

Aug 3, 2010 1:53 PM Best Vehicle-Based Experiential Campaign Agency: Team Detroit Client: Ford Motor Company Drive One 4 UR School was a series of one-day test-drive events held at local high schools nationwide to

California Lottery Replay Program

2010-08-29T08:09:00.000+07:00

Aug 3, 2010 10:46 AM Best Loyalty Program Agency: Alcone Marketing Group Client: California Lottery Over the past few years, the California Lottery has experienced a phenomenon called “jackpot fatigue,” by which players have become used to higher and higher jackpots and it