Eye on Marketers

Sunday, March 29, 2015

Mountain Dew plans to bring back its well-known "Do the Dew" slogan for a global campaign that will include social media components. The brand is trying to distance itself from its previous focus on extreme sports, but they're still focused firmly on connecting with young men. Executives claim that the brand is well-suited to global outreach because its target audience (male millennials) "has a lot more in common with each other than they have differences" and is highly engaged online.

Friday, March 27, 2015

Unilever is launching 16 new frozen dessert lines this summer. Several of them, including the Frozen-themed treats highlighted here, clearly aim to reach children through product and promotion-based strategies.

Wednesday, March 25, 2015

The new campaign aimed at Latino consumers will feature popular Spanish-language television show hosts inviting celebrities to do unusual or challenging tasks they have always wanted to complete. Viewers are invited to share their own photos with the Dr Pepper logo and a caption about something they always wanted to try.

Tuesday, March 24, 2015

Law professor Bill Bogart comes down firmly against marketing fruits and vegetables to children, and does some food industry denormalization in the process: for example, he points out that the food industry will be quick to point to fruit and vegetable advertising as a justification to excuse any marketing to children.

Monday, March 23, 2015

In order to promote the return of Chicken Fries and target young consumers using digital strategies, Burger King is launching a keyboard of chicken fries emojis. The company will also run ads for the Fries during March Madness.

Friday, March 20, 2015

The company signed a deal to become the Official Snacks of Major League Soccer as part of its #PassTheLove campaign, which it uses to market to sports consumers nationwide. Partnering with the MLS gives Mondelez more access to soccer consumers, a huge section of which are Latinos. It provides them access through television advertisements and products within the stadium.

Friday, March 20, 2015

Almost a quarter of schools in the United States sell fast food brands in their school cafeterias. Fast food companies also partner with schools for fundraisers or educational events. This article outlines five ways McDonald's targets school-age children.

Tuesday, March 17, 2015

A new study from Dartmouth College found that nearly half of energy drink advertisements appeared on channels with content that appeals to adolescents.

Tuesday, March 17, 2015

In this op-ed, an Australian mother of three explains how the food environment undermines the healthy decisions she tries to make for her children. The continued targeted marketing of unhealthy products to children leaves parents continually stuck in the bad guy role. She issues a strong call for action, concluding, "there will be no solution without a co-ordinated effort by government, the food and beverage industry, the community and individuals."

Friday, March 13, 2015

The company brings up-and-coming musicians who are "culturally relevant for teens" to stay in their company-owned properties in exchange for social media promotion of the candy. 

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