The best ad in this year's superbowl was not on TV

"While everyone else was making jokes [at the power failure during the Super Bolw], the folks at Oreo and their ad agency, 360i, saw an opportunity. They tweeted out the pic at right, and "You can still dunk in the dark" got 13,000 retweets and counting. As 360i's president told Buzzfeed, Oreo execs agreed to the rapid initiative, and it paid off in some unexpected (and also free) exposure."

Coca Cola Content 2020

Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for the Company's portfolio of global brands. In this video he explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Jonathan describes the challenge of content creation in an enlightening way, reminding us that "every contact point with a customer should tell an emotional story"
Links Below
Part One
Part Two

An Example of Lazy Marketing (from RetailWire)

Oatmeal Brand Pays to Become 'Choice of a New Generation'

By George Anderson

RetailWire

March 16, 2012

This is serious stuff, but I have to admit getting a giggle out of it. So, let me break it down as succinctly as possible.

1. Quaker Oats, a division of Pepsico, is the brand leader in the oatmeal category.
2. MOM Brands, formerly Malt-O-Meal, has rolled out a line of new instant oatmeal under the Better Oats brand. By various accounts, the line has somewhere between and one and four percent share of the category.
3. Better Oats, in a search of slogans to raise its profile (and sales) in the marketplace, found that it could purchase "Choice of a New Generation," a message made famous by Pepsi back in the 1980s.
4. Pepsico let its rights to the slogan lapse in 2006 and didn't take legal steps to prevent MOM Brands from using it when it made a bid in 2009.
5. A number of articles have been written about the irony in a rival to a Pepsico business using a Pepsi slogan to compete against it.

As a Pioneer Press article pointed out, Better Oats is making much different use of the slogan than Pepsi did back in the 1980s. Where Pepsi ran spots starring Michael Jackson singing and doing the moon walk, the Better Oats commercials include a man in pajamas doing his own "song-and-dance tribute" to the oatmeal line

"We're launching this campaign without a fancy ad agency, celebrity spokesperson, or big advertising budget. We're crowdsourcing video content and are placing it online and on YouTube. We're getting word-of-mouth exposure through social media," said Linda Fisher, corporate communications manager for MOM Brands, in a press release. "Our Better Oats brand is bringing new, younger and more affluent consumers to the instant oatmeal category, and that trend, coupled with our non-traditional campaign, is why 'Choice of a New Generation' tagline is such a good fit."

My comment on the above:

I think it's lazy.

MOM Brands has a good product with a good story. The product and brands have plenty of attributes and benefits to design a compelling position for it. Instead, they have relied on a gimmick and sophomoric approach.

Even worse, if you will use a gimmick, do it right. The production values are awful -- as one would expect from crowd-sourced material -- and they will denigrate the brand.

Aside from industry folks, I can't imagine the consumer tying the slogan to Pepsi's efforts, and even if they did, there is no benefit to MOM Brands.

I don't think it's the retailers responsibility to build a buzz around Better Oats. If I'm a retailer, I just place it as an inexpensive alternative to Quaker Oats.

It's really a shame though, this is a product with an abundance of merits whose only competition is Quaker and private label products, MOM Brands could do better ... there is still time and you don't need a "fancy ad agency" just a professional one.

Copyright 2012, Carlos Arámbula. All rights reserved.

RetailWire: McCormick's Flagship Spices Up Retail

I contribute to RetailWire regularly. Please find the February 13, 2012 discussion for your perusal.
I'm not surprised I disagreed with most of the panelist on this.
http://www.retailwire.com/blog-post/cea90f5e-8a05-45ed-afbd-7faecd262aff/mccormicks-flagship-spices-up-retail

McCormick's Flagship Spices Up Retail

By Tom Ryan

FEBRUARY 13, 2012

McCormick & Co., the spice and flavoring company, plans to open its first store, McCormick World of Flavors, this summer at the popular Harborplace tourist attraction in Baltimore.
The 3,800-plus square-foot store will include interactive and educational displays to engage families. Shoppers will be able to determine their personal flavor profile and chart the origins of spices, among other activities. In a cooking demonstration area, McCormick's internal chefs and celebrity chefs will demonstrate recipes featuring McCormick flavors.
In addition to selling McCormick brand products for cooking, baking and grilling, the store will sell other McCormick brands like Grill Mates, Lawry's, Zatarain's and Old Bay.
"What better way to communicate what we do than to allow visitors to experience it personally," said president, chairman and CEO Alan Wilson in a statement. "It will show visitors how McCormick brings great taste to their lives — every day. You can see how our business, rooted in the exploration of the New World, has its sights on the newest frontiers of flavor."
The store is steps away from the site of the historic McCormick Plant and Headquarters that stood at 414 Light Street from 1920 to 1989. The facility was known for spreading the aroma of spices throughout the harbor. The company is now based in Sparks, MD."There is a wonderful historic link for McCormick to return to the Inner Harbor, and Harborplace is a perfect setting because it is such a popular draw for tourists and local residents alike to see the best of Baltimore," said Lori Robinson, McCormick vice president of corporate branding and communications.  
Many apparel and footwear vendors operate their own retail stores and food brands such as Nathan's, Starbucks and Ben & Jerry's have a grocery shelf presence as well. But it's rare for a food brand to have a flagship location. The most notable example is M&M, which opened a 25,000-square foot store in New York's Times Square in 2006 that was followed last year by a second location in London.

My comment on the above:

I would like to see more CPG brands develop stronger marketing and brands before opening flagship retail locations.

Brands like M&M, Hershey and Ben & Jerry's have very well developed brand personalities and strong relationships with consumers. Retail locations are simply an extension which allows them to further engage consumers. I don't believe McCormick & Co has developed its brands to the level of the aforementioned companies.

A spice store is a good idea; Penzeys (penzeys.com) in Los Angeles's Southbay is a great concept and it does brisk business. But it's worth noting that when I speak to fellow foodies about Penzeys, all of them mentioned the higher quality of products and superior alternative to grocery brands like McCormick.

CPG brands should refrain from building brick and mortar locations and focus on brand development and building that consumer relationship -- the brand's role in the consumer's life. If they don't, they will have to worry about brick and mortar brands like Penzeys entering the grocery aisles and taking their SOM.

RetailWire: RetailWire Discussion: BrainTrust Query: Mobile Marketing - Separating Trend From Fad - Retail News and Analysis

I contribute to RetailWire regularly. I'll post some of the discussion for your perusal.


RetailWire Discussion: BrainTrust Query: Mobile Marketing - Separating Trend From Fad - Retail News and Analysis

From Retail Wire: PL Food Options for the Under-30 Hispanic

The following post is from 12/14/10 RetailWire.com on Private Label and Food Options for the Under-30 Hispanic By John N. Frank

Through a special arrangement, what follows is a summary of a current article from Private Label Buyer, presented here for discussion.

Reaching under-30 Hispanic-Americans shares one caveat with selling private label goods to Hispanics over 30 -- lump them all into one demographic melting pot at your own risk. The good news for food retailers targeting their private label offerings to that young Hispanic market is that, at least when it comes to second generation, U.S.-born Hispanics, there's less brand loyalty and more openness to try new alternatives, experts agree.

When it comes to second generation, U.S.-born younger Hispanics, "most categories are pretty open," said Felipe Korzenny, founder and director with the Center for Hispanic Marketing Communications at Florida State University. The younger generation will have taste memories of the ethnic foods they ate as children but often they won't want to do the amount of kitchen work their mothers did to prepare such dishes. So, they're open to convenience-oriented ethnic products such as refried beans in cans, something a recent immigrant Hispanic woman would not consider, Mr. Korzenny said.

Refrigerated and frozen products, another category their immigrant mothers likely seldom, if ever, shopped in, also present opportunities for ethnic private label offerings that can appeal to the under-30 crowd with authentic tastes.

"If it tastes like the real thing, it does well with the second generation," said David Morse, president and CEO with New American Dimensions, LLC, a multicultural marketing research firm. Simply positioning ethnic private label as lower-cost alternatives to name brands is not enough to attract younger Hispanics, he argues.

Rather, it's about el Sabor, the taste. "Taste trumps price. Taste is a pillar of Latin culture. Food and flavor are how they identify themselves."

Unlike earlier immigrant groups whose second generations tended to turn their backs on their ethnic cultures, even changing names to become more Americanized, younger Hispanics want to remain tied to their roots and so continue to eat ethnic foods while at the same time eating more traditional American fare.

As they have children of their own, they teach them about the culture. Third generation Hispanics will stay connected by learning Spanish and learning as much as possible about their cultural heritage, a process known as retro acculturalization, said Mark Ferro, senior account planner with The Integer Group, a brand marketing firm.

For example, Spanish-language marketing is important to the second generation for a different reason.

"It's more than a language issue, it's a cultural issue. They feel that Spanish is important to them," said Mr. Ferro. Spanish can be used selectively on packaging for products aimed at second generation Hispanics. Ingredient lists and other informational communications can be in English, but words that invoke family, motherhood and other emotional touchstones should be done in Spanish. "For the second generation, if you put some Spanish on your package, it says you care about them," says Mr. Morse.

My response to the article follows:

The challenge in reaching the under-30 Hispanic consumer market is not recognizing that this consumer group is very fluid and rapidly evolving. 


This means that the "rules" or "axioms" don't necessarily apply.  Retailers and brands need to avoid conducting marketing by template. The Hispanic consumer market (or HCM) will respond differently to every category...moreover, the consumer will react differently to segments within the category. 


While I appreciate the "insights" provided in the article above, I strongly caution anyone reading them to interpret them as doctrine; the marketing world is littered with campaigns that followed template marketing and failed. 


My advice to all is not to apply "Hispanic Marketing." Simply apply the marketing discipline to the HCM in the same way you apply it to your mainstream consumer, learn the true insights, and approach the consumer intelligently.

The second question about food and traditions is very interesting. Convenience is always and attractive option for any cook with limited time, but not all meals are the same. When time exists, tradition takes on a bigger role for ANY ethnic culture. 


The interesting aspect of food is how it becomes a part of "American" culture, how it mixes, how it improves with the influence of other cultures. Food marketers need to pay attention to the HCM, but not only as a function of selling Hispanic products, rather as an indication of the changing palate in the country.

When we think of hot dogs and apple pie as typical American fare, we are thinking of German food in the U.S. and decades ago the adage was true. But truly contemporary "American" food is an amalgamation of the cultures that make us "American." I believe truly "American" food is more along the line of chipotle humus, kogi tacos, and Thai pizza.

Recession and Hispanic Consumer Segment

The following is an entry from Retail Wire:

"BrainTrust Query: How is the recession changing Hispanics as consumers?
By David Morse and Maria Gracia Inglessis, New American Dimensions, LLC
06/19/09

How is the economy affecting the Hispanic market? The answer, at this time, may be inconclusive. In a recent article by Terry Soto, president & CEO of About Marketing Solutions, she cites data from Experian and concludes that Hispanics may be 'recession proof' or at least 'recession aloof.' For example, 34 percent of Hispanics are optimistic about their finances in the coming year (compared to 25 percent of non-Hispanics), and 29 percent of Hispanics are more positive about the U.S economy (compared to 21 percent of non-Hispanics).

Hispanics may also be less burdened with financial difficulties because they are not as involved in some of the most problematic areas. According to Packaged Facts' analysis of Experian Simmons Summer 2008 National Consumer Survey data, 46 percent of Hispanics use credit cards compared to 72 percent among non-Hispanics, and only 15 percent of Hispanics own investments (compared to 43 percent of non-Hispanics). The Simmons data also highlight that Hispanics are more likely to rent their homes than non-Hispanics. This makes them less likely to be affected by the mortgage foreclosure.

There are some categories in which Hispanics are spending more than their non-Hispanic counterparts. According to the Packaged Fact Study, Hispanics spend more in:

• Food at home (8.3 percent vs. 6.8 percent - of total annual expenditure)
• Poultry (0.5 percent vs. 0.3 percent)
• Fresh vegetables (0.6 percent vs. 0.4 percent)

That Hispanics spend more in food is not surprising. They have bigger households and like to cook from scratch. But interestingly enough they are also spending more in less expected areas, for example, in apparel and services (4.8 percent vs. 3.7 percent). What is more, Hispanic men are more likely to keep up with the latest fashion (25 percent vs. 17 percent). Also...

• They like to experiment with new styles (26 percent vs. 14 percent)
• Buy the latest fashion every season (17 percent vs. seven percent)
• Enjoy any kind of shopping (28 percent vs. 13 percent)

More Hispanics say they buy recycled paper products (men 40 percent vs. 34 percent and women 45 percent vs. 39 percent). Also, Hispanics are more likely to claim that they would pay more for environmental friendly products (men 42 percent vs. 35 percent and women 47 percent vs. 40 percent).

But additional data from the Nielsen Homescan Hispanic Panel present a less positive view on how Hispanics perceive that the current downturn is affecting their lives. The data show that about half of Hispanics feel that their household is somewhat or much worse financially now than a year ago, and 37 percent feel that their or their spouse's job is not too secure or not secure at all. More than 70 percent feel that their level of savings to deal with potential disasters is not secure.

According to this study, not only do Hispanics have a less positive outlook, they have changed some of their consumer habits; for example, in the past three months they are eating at fast food restaurants less often (64 percent vs. 47.9 percent of non-Hispanics), and close to 45 percent are bringing lunch to work more often (compared to 36 percent of non-Hispanics)."

Nothing surprises me about the data and implications. We addressed this issue on my company’s website on April 14, 2009 (link, http://www.arambulaphillips.com/?p=75)
My advice to any marketers is to follow proper marketing disciplines when addressing the Hispanic consumer segment. Learn of your brand’s relationship with the Hispanic consumer. What role does the economy play? Is the consumer receptive to your communications?

The Hispanic segment could provide a positive ROI in marketing investment.
Copyright 2009, Carlos Arámbula. All rights reserved.