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What’s next for food marketers? More Migration Marketing.

What’s next for food marketers? More Migration Marketing.

Foodpreneur Dom Celentano interviews product launch expert Julie Hall about a continuing trend of migration marketing, where food brands and manufacturers create products for new consumer audiences and retail channels. Recent examples highlighted include QSR chains like IHOP and Olive Garden creating supermarket grocery products. The article discusses how for food marketers, brand and product positioning is essential.

Read more about the Migration Marketing trend.

Launch Expert Julie Hall Adds 5th “P” – Participation – to the Classic 4 P’s of Marketing

The Holmes Report featured an op-ed by Schneider Associates’ EVP and Launch Expert Julie Hall about how social media is changing the way we launch new products. 

Hall and Schneider Associates introduced the Most Memorable New Product Launch (MMNPL) Survey in 2002, and since then, the poll has surveyed thousands of consumers about the most memorable product launches each year, analyzed media consumption and purchasing habits, and predicted trends based on the results. 

Hall highlighted one significant change in this year’s MMNPL findings: “Facebook was nowhere near the top 10 sources of information about new products – and in the span of one year, it became the third most used source of information on new product launches, jumping from 17% to 40%. And this is just Facebook.”

Based on this and other findings, Hall coined the fifth P in the product marketer’s arsenal – Participation (the original four: product, price, promotion and place). Hall insists that consumers can be engaged by “Relationship Marketing,” which allows them to interact more closely with brands and products they love. Going forward, campaigns must consist of a blend of participatory marketing through various sources of old and new, traditional and social media marketing techniques in order to succeed.

Read the full article here.

If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR.

Axe Introduces New Fragrance for Women

Axe, the body spray and grooming brand by Unilever, famous for its ads that turn average young men into heroic “girl-magnets,” recently launched the newest addition to its line of body sprays: Anarchy, a scent marketed towards men and women.

The campaign, by Bartle Bogle Hegarty, focuses on the idea of chaos and commotion, using dramatic online and print advertisements to stir up attention. The online promotion kicked-off with a teaser commercial, also seen in movie theaters, which featured the "Anarchy" concept without revealing the new product for women.

Social media, specifically the Axe Facebook page, played a key role in unleashing the “anarchist” scent. Up until the launch, Facebook users were greeted with a countdown to the fragrance release using the text “Anarchy is coming.” Free samples were distributed before the product hit stores for Facebook users who answered all of the questions correctly on an Axe quiz.

Axe also launched an original graphic novel in partnership with Aspen Comics, appropriately titled “Anarchy,” via YouTube and Facebook.  The graphic novel, “Anarchy Girl,.” Was created with fan feedback in real time, with Axe consumers voting on the comic’s plotline, characters and other aspects online through Axe’s social media channels. Some lucky fans also had comic versions of themselves featured in the novel after “liking” specific Axe Facebook posts or contributing their ideas.

To elaborate on their “Are you ready for unexpected attraction at every turn?” marketing campaign, Axe produced their usual suggestive commercial: a female police officer chasing a male robber through the city, only to meet with an incredible force of attraction at the end of the ad.

 A limited edition release, the question is will the body spray make women forgo their normal stand-by and make Axe Anarchy body spray their new choice? Barret Roberts, Senior Brand Manager at Axe, told the New York Times, “We’ve been hearing for some time that females have been asking for and looking for their very own scent of Axe.”

 At SA, we believe this is not anarchy, just smart marketing.

 

10 Consumer Behavior Trends from the Most Memorable New Product Launch Survey

Check out our video highlighting 10 Consumer Behavior Trends from the Most Memorable New Product Launch Survey.

Velveeta Cheesy Skillets Forge New Ideas in Quick and Easy Dinners

Velveeta and its parent company, Kraft, have earned a reputation for introducing products that provide families with convenience and ease in the kitchen. Building on Velveeta’s popular quick and easy meals, the new Velveeta Cheesy Skillets are creating a buzz. The difference between the new introduction and Velveeta’s past dinner products is that moms and dads can whip up a “real” non-microwaved meal for the family in no time. Kraft is targeting busy moms during back to school season, when hectic schedules necessitate quick and easy meals.

In the commercial, a suburban mom is abruptly greeted by a man dressed as a 19^th century blacksmith holding an iron skillet and a box of Velveeta Cheesy Skillets as she attempts to leave the house to pick up dinner. The spokesman guides her hands while she prepares the meal in a way that is reminiscent of the famous pottery scene in the movie Ghost, all the while speaking in an olde English accent.  Another Commercial portrays a mom attempting to prepare a meal in the microwave as the 19^th century blacksmith appears yet again and stops her. He proclaims, “Reject these cold technology contraptions.  Would you want the shoes of your horse forged in a microwave? Your Stove: Use it!”

Velveeta promoted Cheesy Skillets via their Facebook page where visitors could take a poll on which of the four flavors is their favorite, while reading up on a product description of each.

Along with television ads, Facebook, and YouTube, Velveeta is also activating one of the most effective tools in promoting a new product: word of mouth. Through promotions that encourage hosting a Velveeta Cheesy Skillets House Party, the brand is hoping to promote trial and create a buzz by asking people to upload their house party photos to the Facebook page.

With the school year in full swing, it will be interesting to see if Velveeta’s new launch and ad campaign are persuasive enough to take market share away from competitors like Hamburger Helper and make it to family dinner tables.

Pepperidge Farm Launches Bread that Smiles Back

 

For more than a decade, children have enjoyed the famous Goldfish crackers from Pepperidge Farm (smiling Goldfish crackers were launched by Schneider Associates many years ago.) Now, Pepperidge Farm is leveraging their smiling Goldfish equity by launching Goldfish Sandwich Bread- the bread that smiles back.

The bread comes in three varieties: Soft White, Soft 100% Whole Wheat, and Soft Honey Whole Wheat. All three contain no high fructose corn syrup and boast 3 grams of fiber per serving for only 120 calories. Not to mention, the bread is completely crust-free, ensuring that the pickiest eaters will have no reason to dislike it.

“We are excited to offer kids and the young at heart a fun and healthful new way to enjoy their favorite sandwiches,” Maureen Linder, Senior Vice President and General Manager of Fresh and Frozen Bakery at Pepperidge Farm said in a press release from the company.

To celebrate the launch, Pepperidge Farms conducted a national survey to unveil the hidden troubles of making lunches. In “The Shape of Sandwiches” survey, they found that parents often find making lunches difficult and even frustrating. Nine out of 10 moms revealed that their children find their sandwiches more appealing if the bread is cut into fun and creative shapes and sizes, and are more likely to eat them. 50% of mothers participating in the survey revealed that their children have requested triangular sandwiches while 23% revealed that their children have wanted their food in shapes of faces. Pepperidge farm created a product based on a unique consumer insight, fitting into the recent trend of Customer Calibration™ that we have been seeing.

Aside from the survey, Pepperidge Farms also participated in Evo ’11, a three-day social media conference for women in Park City, Utah, to showcase their new bread. They provided lunch for the conference on Friday, July 8^th, where the new sandwich bread was a featured product. A photo op included a scenic picnic backdrop and a blow-up replica of the Goldfish mascot, Finn. Participant pictures were all uploaded onto the official Pepperidge Farms Facebook page.

So far, the reviews for Goldfish Sandwich Bread have been positive, which is no surprise considering the brand developed the product based on consumer insights. Is it the best thing since sliced bread? Could be.

The Triple Double Oreo: Delicious Indulgence and Nostalgic Delight

 
As if the Double Stuf Oreos are not tasty enough, in August, Nabisco launched what may be their most indulgent Oreo ever – the Triple Double. With one layer of original crème stuffing and one layer of chocolate stuffing sandwiched between three cookie wafers, the Triple Double delivers deliciousness with 100 calories and 4.5 grams of fat per cookie.

A creative new entrant to the Oreo family, the Triple Double seems to have the appropriate qualities of a popular consumer trend that is currently taking the U.S. by storm: Multi-layered foods have been the center of some other recent launches, like Taco Bell’s Triple Steak Burrito and Trident Layers Gum. The 2011 Sweet and Snacks Expo also reported that candy with dual layers and multiple-flavor profiles in one bite were two of the top candy trends this year. Food that is designed in multiples may not appeal to the health conscious, but instead may attract those looking for a small indulgence with 100 calories (two other trends from last year, which we saw in the annual Most Memorable New Product Launch Survey).

To support the Triple Double launch, Nabisco called on the “Double Stuf Racing League,” a dream team comprised of celebrity athletes Shaquille O’Neal, Eli Manning, Venus Williams and Apolo Ohno. In 2008, the DSRL took part in TV advertisements for the Double Stuf Oreo, where they competed to achieve the fastest Oreo-eating time. Now, the DSRL Team is returning for the Triple Double. Fans can expect more twist-and-lick racing as TV ads air this month, with the challenging twist offering up the slogan: “Are You Game?”

"Now that I am retired I can spend more time perfecting my twist, lick and dunk skills, and with an added layer of creme and a third cookie, it's clear that I am going to need the practice," said O'Neal.

As part of an online campaign, Oreo has also launched a series of games via their company website. Participating fans will have the chance to win a trip to attend a sports event and have a meet-and-greet with one of the DSRL team members.

The use of famous athletes may help to counter negative perceptions of a fatty indulgence like the Triple Double, or it may simply coincide with the recent competitive eating interest generated by food-challenge reality shows, like Man vs. Food. Will the Triple Double be a slam-dunk for Nabisco? Only time will tell.

HGTV Home™ by Sherwin-Williams Takes the Pain Out of Painting

 
What do you get when you combine HGTV’s design expertise and Sherwin-Williams’ high-quality product guarantee? HGTV Home™ by Sherwin-Williams, which hits shelves June 1.

With eight unique color collections, and tools such as paint brushes, rollers, tape, gloves, and drop cloths, Sherwin-Williams has compiled the perfect ingredients for a stress-free, foolproof interior painting experience, complete with the pre-selected complementary color combinations. The Sherwin-Williams website provides access to in-depth descriptions of each collection, with photos and descriptions to help you decide which collection best fits your personal taste. The collections have clever names such as Rustic Refined and Global Spice, and within each is a 20-color array of both soft and bold tones, all of which fluidly coordinate with one another.

"HGTV provides consumers a wealth of resources as they seek design inspiration for their homes," said Ron Feinbaum, senior vice president and general manager of consumer products for HGTV.

 
The stunning rooms featured in the website’s photos, combined with the knowledge of how easily attainable such results will be with the HGTV Home by Sherwin-Williams products, inspires both those who love to paint and even those who don’t. Because who doesn’t want a hassle-free beautiful home?

Sherwin-Williams has been promoting HGTV Home collection through two TV ads and one print ad, featured in magazines including Good Housekeeping and Southern Living. The ads feature scenes made entirely out of the HGTV Home collections’ paint swatches, which emphasizes the variety and versatility of the colors. The print ad features a champagne bottle chilling in a can of HGTV paint. In the TV ads, a stork delivers a HGTV-branded paint can to a Sherwin-Williams store, focusing on the partnership. In the second, and more elaborate ad, full rivers, cliffs, and even a squirrel are erected from paint swatches as a sailboat glides swiftly along – demonstrating the defining message, “See colors flow naturally.”

There is no doubting HGTV Home™ by Sherwin-Williams has made the usually painstaking act of interior decorating seem less intimidating, but will it be enough to get consumers attention during a popular season for DIY projects? We’ll have to wait for the paint to dry on this one.

Mentos Leaves the Flavor Choice UP2U

 

In May, Mentos launched UP2U Gum – two different flavors of gum in a single pack, giving consumers the choice of which flavor to chew at any given time. And if two choices aren’t enough, UP2U has released four different assortments of the dual-flavor pack: Daylight Mint/Mintnight Mint, Sweet Mint/Bubble Fresh, Berry Watermelon/Fresh Mint, and Mandarin Strawberry/Spearmint. Whether it’s a sweet, fruity taste you’re after, or that minty, just-brushed feeling – UP2U lets you act on your impulses.

The concept of a 2-in-1 flavored candy product is not necessarily an original idea – both Nerds and Stride’s Shift Gum have offered their sweet-toothed consumers a variety-pack of flavors in the past. What gives UP2U Gum the innovation advantage is its emphasis on the role of the consumer - a decision-maker, stepping up to make his or her own choice.

Beyond securing television and print advertisements, the Martin Agency kick-started UP2U’s social media campaign with the placement of several billboards in Chicago, urging people to call (800) 304-UCHOOSE. Callers hear an automated voice that directs them through a series of survey questions. A series of simple questions (“What is your favorite color?”) progress to increasingly stranger decisions. Prompts like “Where do you think grandpa is hiding?” and “What would be a good name for a mongoose farm?” engage the caller in making some bizarre choices.

After all the questions have been answered, callers receive this response: “Thank you, friend, for your choices and the hard work you put into choosing all of them. After analyzing your responses, it appears that Mentos UP2U gum is the perfect gum for you. Please buy some and visit us at facebook.com/up2u.”

From there, UP2U keeps the ball rolling on their social media campaign with online promotional deals. For 10 days   through June 22^nd, UP2U Facebook followers can log onto the product’s fan page, where every day at noon EST, the first 1,000 people to sign in receive a free pack of Mentos UP2U Gum.  This is the first layer of a large-scale social media sampling campaign/contest, which Mentos will gradually build on over the next couple of months.

Keeping in sync with the rising consumer trend of personalization and consumer participation, Mentos UP2U Gum serves up an interesting launch in the ever competitive gum category. It will be interesting to see if UP2U’s social push gives it the teeth to compete with chewing favorites like Trident, Orbit, Stride and Extra.

Have you tried this gum? Let us know which flavor you like best.

Tide Redefines Laundry Detergent Packaging with New Pods

Procter & Gamble Co. is launching its biggest laundry detergent innovation in decades: Tide Pods. These highly concentrated tablets - two times more concentrated than the regular Tide liquid - have three chambers of detergent inside a plastic film that dissolves in cold water. The tablets contain only ten percent water, and can be used in regular and high-efficiency machines.

Even though the U.S. market has traditionally resisted using laundry tablets, Proctor & Gamble is backing Tide Pods with a $150 million marketing campaign. “We want marketing that’s as innovative as the product technology,” said Alex Keith, VP of North American laundry in an interview with Ad Age. “The powder-based tablets we launched last time came right as the market was making an inflection point toward liquid detergents.” Tide’s goal is to shift the work of pre-treating, soaking, and other laundry-related tasks to the detergent. The test results so far have been compelling; with 97 percent of test consumers agreeing that the new formula “provides excellent results with minimal time and effort.”

The media is already buzzing about the test launch that is scheduled for July, with the full line hitting shelves early next year. Originally planned for September, the Launch was pushed back due to high retail distribution demand. Procter & Gamble took a risk letting their competitors know about Tide Pods five months before it is available, but the brand is confident its patents will protect the product. "I don't imagine that this is going to be able to be copied in any way that it will become a threat," P&G Chief Executive Robert McDonald was reported as saying by Fox Business News.

Tide Pods follows in the footsteps of Tide Stain Release single-dose gel packets, launched in 2009, which have become the Stain Release line’s most popular product. Can a pod-ful of innovation and a $150 million marketing load change consumer thinking and habits? One thing is for sure: It will all come out in the wash.