Eye on Marketers

Tuesday, June 30, 2015

Mondelez International, Inc. appeals to values and uses the seasonal peg of Independence Day with its "This is Wholesome" campaign. The documentary-style ads tell the story of a Dominican-American family who have overcome adversity and are now celebrating Independence Day.

Tuesday, June 30, 2015

The convenience store is selling a new Sour Patch watermelon-flavored Slurpee, leveraging social media - and the hot days of summer - to promote the sugary new product to kids. "We know teens love Sour Patch Kids as well as Slurpee so this is the perfect collaboration," said a Mondel?z representative.

Thursday, June 25, 2015

Since sugary drinks were removed from the Happy Meal section on U.S. menu boards, there has been an 8% decline in the number of customers selecting sodas with their Happy Meals. It's a hard-fought victory for advocates working to reduce unhealthy food marketing to children.

Wednesday, June 24, 2015

Kellogg has created the website RockTheFlavor.com to blend teens' interest in music with the Pop-Tarts brand. In this promotion, young consumers provide their personal information to log-in and vote for their favorite flavor, or as Kellogg markets it, "best new artist." Teens can win prizes such as a year's supply of the sugary pastries.

Tuesday, June 23, 2015

Kids cereals have the highest rates of artificial colors. This is why GM will start with Trix and Reese's Puffs in its product reformulation, eliminating artificial colors and flavors to position itself on the side of health. And while removing artificial flavors is a good step, as the author of this Fooducate points out, to move beyond a symbolic health halo, the company should also reduce the sugar in its products.

Thursday, June 18, 2015

The restaurant industry has cut English ad spending to aggressively market to Latino consumers. In 2014 alone, restaurants increased aggregate advertising to this segment by 68 percent to $559 million. Big players with this marketing strategy include fast food such as Yum! Brands (including McDonald's) and Whataburger.

Tuesday, June 16, 2015

In an effort to target African Americans, the Big Food brand hopes to celebrate "lovin' with its customers" through a competition showcasing aspiring filmmakers. This competition is part of McDonald's 365Black, an initiative aimed at supporting black community and culture year round, but which has been heavily criticized for its racial target marketing.

Wednesday, June 10, 2015

Taco Bell has hired young employees and implemented a teen advisory board to learn about the latest teen culture. Latino youth are expected to account for 35% of the age group by 2050, so the Big Food brand has turned to social media to better target and communicate with this growing audience.

Tuesday, June 9, 2015

Denny's has joined together with DreamWorks Animation to promote their "Kids Eat Free" program to Latino families. The company says, "Denny's is a family-focused diner because, like our Latino clientele, we know the importance of sharing a meal together as a family." With this promotion, the restaurant has also created a Spanish Facebook page for families to share memories of family dining at Denny's.

Monday, June 8, 2015

Pop-Tarts have stayed popular for 50+ years by aggressively targeting adolescents. Recently the Kellogg brand has turned to social media to communicate and get feedback about product flavors. The company has also adapted promotions removing the retro Milton, the talking toaster as "teens will turn away from anything that reminds them of their parents."

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