Thursday, February 28, 2013

Where do the oranges in your orange juice come from, and do you care?

After rebounding from a new packaging disaster several years ago, Tropicana noticed that a key competitor, Florida’s Natural, was making inroads into their business by touting the fact that they only used Florida oranges in their juice.  So after several years of using a blend that included imported oranges, they switched to 100% Florida oranges in November. 

The formal announcement of the switch took place in January amid the media frenzy about fungicides found in imported oranges.  Nice timing. (Zmuda, 2013)

Their website home page now highlights the fact that “each 59 ounce container contains 16 fresh-picked oranges.”  And this new commercial broke on the Grammy awards.  Pay attention though, the reference to Florida oranges goes by quickly.

So what do you think?  Is the 100% Florida oranges approach a winner?  The number two brand in the category – Simply Orange, continues to use a blend.

Zmuda, N. (2013, February 19).  Tropicana Goes Back to Nature in New Global Pitch.  Retrieved February 27, 2013, from

Thursday, February 21, 2013

Interesting approach; but will it sell graham crackers?

To publicize the launch of their new Honey Maid Grahamfuls, Honey Maid has launched a website called “Made.Co.” for kids 6 -12.  The site will feature a variety of contests, with prizes such as a parent/child trip to NYC.  While one contest focuses on writing another encourages kids to use Phineas and Ferb Comic Creator to submit their story.  A third focuses on idea generation.  (Lukovitz, 2013)

All in all it sounds very interesting.  And the effort is being supported with television advertising.  But with minimal product sell on the site, will it sell graham crackers?

Lukovitz, K. (2013, February 19) Honey Maid Sire, TV Spots Spotlight Kids’ Creativity. Retrieved February 20, 2013, from

Thursday, February 14, 2013

Help! My husband is being stalked by gas ranges.

It all started when my GE range broke.  (Note to GE:  I’m not sure why you would ruin your hard won reputation by putting your name on a piece of junk.  But I do know that I will never buy another GE product again.)

While I did most of my research on my own computer, one night I must have used his and as a result he started receiving those ads that follow you around the internet (called retargeting).   I can see why advertisers have embraced this technology.  Conceptually the idea makes sense, since apparently only 2% of shoppers actually buy on a first visit.  (2013)  But it has occurred to me that while I have had many ads following me lately the advertisers have wasted their money.  Let me recap why.

1. I am done with my new range research.  My next step is to go to a store to check out the possibilities in person.  Continuing to send me ads now is a waste of money. 

2. I am also being stalked by swim goggles.  In this case since the first supplier I checked did not have the exact item I wanted, I bought them from someone else.  Again sending me ads now is a waste of money.

3. Someone I know told me that they were buying a piece of artwork.  I visited the artist’s website to check out his work.  I never had any intention of buying any.  So, that’s more money wasted.

4. I am being stalked by lamps because I bought one a few months ago.  In this case the company is sending me ads for models that I checked out and rejected in favor of the one I bought.

5. Recently I searched for sneakers that are out-of-stock.  For some odd reason Zappos thought this would be a good time to send me ads for the sandals I looked at last summer.  Hmm.  I already bought those as well.

To date, I have never bought anything due to this type of advertising.  My husband points out that if they told him as they stalked him that they had lowered the price of the item he had checked out then he might be interested – assuming that he hadn’t already bought it.  I think that’s a good idea.

What about you?  Have you bought anything based on retargeted ads?  If they told you the item was on sale, would you?

(2013) How Retargeting Works.  Retrieved February 14, 2013, from

Thursday, February 7, 2013

Will correcting a misconception sell more cream cheese?

Philadelphia Cream Cheese just launched a new campaign focusing on its fresh ingredients.  The ads will highlight several key brand features – all fresh ingredients including local milk and real cream, minimal preservatives, and six days from farm to market.  (Lukovitz, 2013)

The approach is based on research which indicated that people think cream cheese is a highly processed food.  It replaces a campaign that employed an emotional approach and featured multiple generations cooking with and enjoying the brand, so it’s a big departure.

Here’s the ad:

What do you think?  Is it a smart move?  Will it work?

Lukovitz, K. (2013, January 31)  Philly Cream Cheese Campaign: We Set the Standard.  Retrieved February 6, 2013, from