Cadbury has announced a campaign promoting the release of their white chocolate cream egg. The campaign encourages fans to search for hidden Cadbury eggs in other brands’ TV, print, and outdoor ads. Fans who find those eggs are supposed to take a photo of the egg and upload it to the campaign website. The website will then unwrap the egg and reveal whether the user is a winner or not. Winners can receive prizes ranging from a free white chocolate cream egg up to 10,000 British pounds (the campaign is running in Britain). Looks like a good way to bolster earned media, cross-promote other brands, and generate awareness and excitement for the new product. Visit Cadbury’s campaign site to learn more.
Archives for January 2019
I frequently see students suffer from cognitive bias. They define the world based on their own observations and experiences and it can be a challenge to help them break free of their own bias and look at the market more objectively. Demonstrating this bias is pretty easy – just ask your students how Coca-cola should market a new beverage. Chances are they’re going to answer the question based on what they think will be most effective for them and their peers but they need to think about it from a corporate perspective. What’s the largest and/or most profitable target market? Should they use a segmented strategy or combine multiple demographics together?
This Marketoonist cartoon and the accompanying narrative illustrates this idea. The article says that Baby Boomers control 70% of disposable income in the US and spend ~50% of the consumer product dollars but only 5% of advertising dollars are directed at them. What do your students think about that?
2018 was a rough year for Facebook on multiple fronts. This article, “Facebook Ad-Spend Growth From National Marketers Is Slowing, Intelligence Firm’s Data Shows” talks about one of those fronts. According to the article, the rate of ad-revenue growth for Facebook is slowing and those dollars are shifting to new players/platforms. The article quotes James Fennessy, CEO of Standard Media Index (an advertising intelligence service) as saying “Facebook’s growth from national marketers is slowing, indicating that major brands are concerned with recent events there and are focusing on brand-safe environments.” Still, the news isn’t entirely grim. Facebook’s ad growth is still positive, and in double-digits so don’t feel too bad for them yet…
It’s the start of a new semester and the newest freshman at the University of the Pacific in Stockton, CA is Pepsi’s new Snackbot. Developed in partnership with Robby Technologies, these self-driving robots will make snacks and beverages available to college students (and presumably staff!). Pepsi envisions this new channel of distribution as a way of capitalizing on changes in student dining as packed schedules push students to quick, on-the-go options. You can read more about this new project in Pepsi’s press release.
When traveling over the holidays my wife and I were surprised (and, frankly, irritated) by the number of animals traveling in the passenger cabin of our plane. This topic has been in the news a fair amount over the past year as people tried to bring squirrels, peacocks, and other animals on board under the guise of emotional support. Popeye’s has launched a seasonal marketing campaign capitalizing on the recent press. Their “Emotional Support Chicken” was available to passengers going through the Philadelphia airport. You can read more about the campaign in this Forbes article.