Eye on Marketers

Thursday, March 27, 2014

In a "tribute from Kit Kat to Lego, builders of one of the best breaks ever," Nestle's Kit Kat brand developed an unofficial Lego set that features a giant candy bar with Lego people hidden inside the bars of plastic chocolate. The brand-saturated product, while not officially affiliated with Lego, will be sold in toy stores by Kit Kat in the near future.

Wednesday, March 26, 2014

The Dallas-based pizza chain who regularly targets Latino consumers with their tagline "Ms pizza. Menos dinero." launched a new item whose controversial name "La Chingona" aims to appeal to younger Mexican-Americans. Older Mexican-Americans, however, have reportedly found the Mexican slang word vulgar and "cringe at its use." According to the article, this is not the first time the chain has used cultural controversy to sell pizza.

Monday, March 24, 2014

Kobe Bryant's corporation Kobe Inc. invested in the new sports drink BodyArmor, making him the latest athlete to sponsor a sugary sports drink appealing to youth. Not only will Bryant's famous profile be attached to the drink, but he is the third biggest shareholder of the BodyArmor brand.

Tuesday, March 18, 2014

Pepsi and Coca-Cola are capitalizing off the growing popularity of football in India through youth-targeted sponsorships. While Coca-Cola sponsors a football tournament for Indian youth under age 16, Pepsi has launched a football-themed social media campaign featuring football stunts and publicizing brand-sponsored events.

Tuesday, March 18, 2014

Dole Fruit Squish'ems is partnering with the American Youth Soccer Organization, and Women's World Cup winner Brandi Chastain, to build brand awareness among parents. As the face of the partnership, Chastain will use social media to connect with parents and promote the product as part of a "healthy, active lifestyle" for children. The squeezable fruit snack will also be featured at local and national youth soccer events.

Thursday, March 13, 2014

Google and digital analytics company comScore are teaming up in an effort to better understand how to target online consumers and to "optimize their online messages to specific audiences." One of the goals of the partnership is to better target young Latinos who they have identified as an "elusive, but desirable (marketing) segment."

Monday, March 10, 2014

Following in the footsteps of Cheerios and Coca-Cola, Mondelez's Honey Maid commercial features interracial families enjoying their products. According to one brutally honest ad exec from Muse Communications, companies are turning to same-sex, multi-racial, and other representations in their ads because, "As a brand, you don't really care who buys your product. You just want them happy - and you want them to know that you see them."

Friday, March 7, 2014

Popular electronic dance music DJ Tiesto is at the center of the latest campaign from beverage giant Dr. Pepper Snapple Group that "tries to reach Hispanics through the music they love." Because beverage industry research shows that Latinos drink more sugary drinks than non-Latino Americans, the demographic is becoming more heavily targeted by marketing that ad execs argue "isn't just about language, it's about culture."

Friday, March 7, 2014

General Mills partnered with DC Entertainment and Warner Brothers Consumer Products to launch a limited edition of their cereals, citing "a certain shared fanaticism among cereal lovers and comic book fans." The "collectible" cereal boxes prominently feature DC Comics' Justice League characters, which are very popular with kids and teens.

Thursday, March 6, 2014

Taco Bell & Kraft joined forces to launch an integrated digital marketing campaign which targets kids and parents with their "Bottled Awesome" game. They are also partnering to launch four new packaged Taco Bell products for the grocery store, part of Taco Bell's effort to "bring the brand outside of the quick-service category and into retail."

  • Follow Us On Facebook
  • Follow Us On Twitter
  • Join Us On Youtube
  • BMSG RSS Feed

get e-alerts in your inbox:

older articles