Eye on Marketers

Tuesday, October 20, 2015

Amid declining sales, the fast food chain is testing energy drinks in about 20 of its U.S. locations. This Wall Street Journal article mentions the health concerns associated with energy drinks but misses the important context that energy drinks have been under scrutiny for youth-directed marketing

Monday, October 19, 2015

The California Milk Processor Board teamed up with Goodby Silverstein & Partners and Grupo Gallegos to launch a multimedia "#FoodLovesMilk/#MeGustaConLeche" campaign targeting English and Spanish speakers. This campaign will utilize a wide range of mediums including billboards, commercials, Twitter hashtags and a nine-part online video series featuring Hispanic celebrities Eddie G! and Yarel Ramos.

Wednesday, October 14, 2015

The National Education Association and chapters of the American Federation of Teachers are calling on McDonald's to end its McTeacher's Nights, in which school staff work an evening at the fast food restaurant in exchange for a portion of sales. Food Marketing Workgroup member Casey Hinds shows how the change may signal a wider shift toward environments that support children's health, and she discusses how both McDonald's and Coca-Cola have responded to recent scrutiny of their products and marketing practices

Wednesday, October 14, 2015

Hot sauce marketers are using data that shows that "86% of Hispanics under the age of 25 own a charcoal grill" to craft marketing campaigns aimed at this population. For example, marketer Amy Colella worked with hot sauce company El Yucateco to launch the #KingofFlavor digital influencer marketing initiative. "We recently tapped into Hispanic influencers, as well as general market influencers, to create grilling parties with a twist," says Colella. This campaign to target Latinos led to over 100,000 blog page interactions.  

Monday, October 12, 2015

McDonald's reaches new ground in its latest attempt to market to kids: promoting a documentary of high school teacher John Cisna eating only meals from the fast food franchise for 90 days in order to lose weight. Since releasing his self-made documentary, Cisna has become the company's paid brand ambassador, traveling to schools around the country "telling kids they shouldn't trust any negative information about fast food or McDonald's they might encounter on the Internet."  

Thursday, October 8, 2015

In this interview, a marketing manager for the Hershey Company discusses the company's dedicated strategy to target Latinos, in part through campaigns that capitalize on research showing that family togetherness is a core value for many Latino customers. He specifically highlights the company's efforts to target Latina Millenials, who are "important in building traditions and habits among their family members."

Thursday, October 8, 2015

The 2016 Super Bowl will mark the 10th and final Doritos Crash the Super Bowl contest, which encourages to fans to submit their own Doritos commercials for a chance to see them air during the Super Bowl. This year, the prize is bigger than ever before, and builds on the enormous popularity of superhero movies - the maker of the winning commercial will have the opportunity to collaborate with well-known director Zack Snyder. 

Thursday, October 8, 2015

On October 1, Target rolled out a pilot program intended to increase the availability of healthy items in the checkout aisle - where, according to one study, 88% of stores tend to display candy, sugary drinks, and other items designed to test customers' impulse control and tempt children. Though Target representatives are using personal responsibility rhetoric in framing this program and what it could mean for customers, it's still an important effort from one of the country's largest retailers to improve food environments. 

Thursday, October 8, 2015

A newly released report from Nielsen indicates that Latinos are "Super Consumers" of mobile technology - which may have powerful implications for marketers who seek to target them. The report calls Latinos' use of mobile devices a "lucrative opportunity" to reach this fast-growing segment of the U.S. population.

Thursday, October 8, 2015

The Nestlé-owned powdered milk brand is pushing bicultural moms (Latinos living in the U.S.) to see the benefits of their products. To do so, the brand is sponsoring editorial content on the Hispanic families section of the BabyCenter U.S. website. 

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