Eye on Marketers

Thursday, February 27, 2014

A McDonald's spokesperson describes the annual event as a way for the company to connect with young people: "As a genre of music that resonates deeply among our millennial consumers, McDonald's celebrates this vital and growing art form." This year marked the fifth year of the competition which uses cash prizes and celebrity DJ's to encourage youth participation and brand loyalty.

Wednesday, February 26, 2014

The fast casual chain's Golden Szechuan Fish entree features fried cod and vegetables and was developed specifically to appeal to Latino customers who are observing the traditional dietary guidelines required during Lent.

Wednesday, February 26, 2014

The national advertising initiative entitled "The World Needs More Airheads" is the brand's first mass marketing campaign. The campaign will feature crossover from social media to traditional TV advertising - fan-produced videos from social media will be shown in Airheads TV commercials later this year.

Tuesday, February 25, 2014

Michelle Obama led the White House and the U.S. Department of Agriculture to announce that a new measure would forbid the marketing of unhealthy foods to kids on school campuses. The "Let's Move" campaign measure follows a 2013 USDA initiative to nutritionally improve school lunches; the policy is notable in its acknowledgement that despite industry self-regulation, kids are still seeing too many junk food advertisements.

Monday, February 24, 2014

The yogurt company is hoping to capitalize off of the movie's popularity with children to sell its new Danimals Greek Yogurt Superstars line of yogurt to Latino kids and their parents. The campaign is being promoted with select signage in Southern California stores. The advertising campaign features a "text-to-win" mobile campaign with a chance to win a tour of the Warner Brothers studio, movie tickets, or autographed movie posters.

Monday, February 24, 2014

The race car painted in M&M's advertisements is the latest tactic in the brand's "Year of Peanut" marketing campaign. The "Number 18 Peanut Toyota design" will be driven celebrity race car driver Kyle Busch. Although it's not mentioned in the article, the M&M race car is sure to be seen by lots of children, especially boys, watching NASCAR.

Tuesday, February 18, 2014

According to Tecate's Brand Manager, Tecate beer aims to "ensure the brand is celebrating the character of all Hispanic bicultural men 21 and older." In an effort to target young, Latino men, Tecate sponsors boxing matches and aligns their product with Latino boxing celebrities through promotions on social media and through mail-in rebate offers with beer purchases.

Monday, February 17, 2014

General Mills is using a wide variety of media channels to promote their Lucky Charms product using an anniversary hook. The campaign includes social media promotions, an online giveaway featuring chances to win high-top sneakers and skateboards, and 50th anniversary-themed cereal boxes. Notably, Lucky Charms is consciously targeting adults in addition to kids in an effort to push sales.

Friday, February 14, 2014

Despite the industry's promises not to market to children, Mondelez International is pushing its sugary candy products Sour Patch Kids and Swedish Fish using a Sour Patch Kids advergame and the health claim that Swedish Fish are uniquely "fat-free" when, in fact, all gummies are fat-free. The company is also offering free samples of their Sour Patch Kids candy for downloads of mobile games using a rewards feature.

Thursday, February 13, 2014

A recent survey found that Coca-Cola's "America the Beautiful" Superbowl ad featuring the song sung in multiple languages, was by far the favorite commercial of Latino viewers despite racist comments from other viewers.The survey predicts that industry will continue to develop culturally targeted ads in an effort to connect with the growing Latino demographic.

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