Eye on Marketers

Monday, June 30, 2014

As one of their "bold missions" to market their products to youth, Doritos recently revealed its three mystery flavors as "Spicy Street Taco, Chocolate Chipotle Bacon, and Carribean Citrus Jerk." The Bold campaign encourages youth to "seize the moment and live boldly" - a strategy to associate the products with exciting and appealing lifestyles.

Monday, June 23, 2014

Coca-Cola Canada is sponsoring rising Canadian tennis star, Genie Bouchard to demonstrate their commitment to "encouraging active, healthy living." Bouchard signed a three-year agreement that will put her at the center of a national promotion campaign.

Friday, June 20, 2014

Large food and beverage companies such as Pepsi are known to sponsor large entertainment events that demonstrate and deepen their ties with communities of color while promoting products. For example, this past weekend was the annual African American Festival in Baltimore, which was sponsored by Pepsi. The event included music performances from prominent African American musicians such as, Brandy, and empowerment seminars.

Thursday, June 19, 2014

Food and beverage marketers are constantly looking for new ways to appeal to their consumers, and one tactic is teaming up with the entertainment industry. The new film 22 Jump Street targets young adults and MiO is creating a sweepstakes in conjunction with the movie to market their product. A representative for the company states, "MiO is all about giving our fans the freedom to make it original by customizing the perfect beverage, so naturally we're giving them the same power to customize their very own sweepstakes."

Tuesday, June 17, 2014

Amid health concerns about their products, companies such as Coca-Cola and McDonald's are using marketing efforts that focus on branding and are no longer simply limited to the product. For example, McDonald's boasts that its Happy Meal promotes an "active play lifestyle." However, public health advocates and others view these tactics as deceiving to consumers, particularly children.

Friday, June 13, 2014

As the 2014 World Cup starts up, Coca-Cola has announced that it will be partnering with African-American soccer star DeMarcus Beasley "to promote the passion and benefits of soccer to African-American youth." However, what the blog post does not mention is that Coca-Cola will also be using this partnership to promote sugary drinks to African-American youth. As part of the campaign, the soda company will donate soccer balls to schools (with Coke's logo prominently displayed, presumably) when consumers enter product codes on a special website.

Thursday, June 12, 2014

Corona Extra is implementing its "most ambitious marketing program to date" by using bilingual ads to target Latino consumers and support the image of a "multicultural brand." The brand hopes that a multi-lingual, multi-channel strategy will "[allow it] to speak to consumers through multiple spots [since] most multicultural millenials are bilingual."

Thursday, June 12, 2014

The campaign is specifically targeted to young people — the article notes that Coca-Cola selected 250 names popular with teens and Millenials to place on its bottles. "Share a Coke" also features digital marketing and social media components — consumers are encouraged to share their labels on social media, and enter their friends' emails to send them coupons.

Wednesday, June 11, 2014

This piece highlights the diversity of the Latino population in the United States and urges marketers to conduct in-depth research in order to insert themselves more effectively in each local community. While the basic goal of correcting misconceptions about Latino communities is positive, conducting that research in order to market unhealthy products is problematic.

Wednesday, June 11, 2014

The app features a racing game — likely to attract kids — and scanning Oscar Mayer packages allows users to earn "Weiner Bucks" and unlock new features in the game. The Weinermobile app will also feature a social media component: the "Park in My Driveway" feature encourages users to paste the Weinermobile into one of their photos and share it with their social media contacts.

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