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.

http://www.youtube.com/watch?v=rpNR-l6O_qw

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.  adage.com.  Retrieved February 27, 2013, from

http://adage.com/article/global-news/tropicana-back-nature-global-pitch/232819/

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.  mediapost.com. Retrieved February 20, 2013, from http://www.mediapost.com/publications/article/193787/honey-maid-site-tv-spots-spotlight-kids-creativi.html#axzz2LUD2tFya

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 http://www.adroll.com/retargeting

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:

http://www.youtube.com/watch?v=w4OCAhUqhxc

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.  mediapost.com.  Retrieved February 6, 2013, from http://www.mediapost.com/publications/article/192355/philly-cream-cheese-campaign-we-set-the-standard.html?edition=56075#axzz2KAEJp1S6

Will men want to shave like a “real man?”

Barbasol shaving cream is launching a new campaign telling men to “Shave like a man.”  The campaign is based on the insight that 91% of its target respects real men, while 84% agreed that “it’s hard to be a real man today.”

The approach has certainly been a success for Dr. Pepper Ten, which accounted for 6% of brand sales two months after its launch and also increased sales of both the regular and diet versions of the brand during the same period. 

Barbasol promises a comedic approach too, starting with radio ads on the Super Bowl since a $3.8 million television spot is beyond its budget. 

So what do you think?  Will men respond to this approach?  Is macho in?  Do they even buy their own shaving cream? 

Mahoney, S. (2013, January 29)  Barbasol, Axe Get Mighty Manly.  mediapost.com.  Retrieved January 30, 2013, from http://www.mediapost.com/publications/article/192180/barbasol-axe-get-mighty-manly.html#axzz2JTHGQXwL

So that’s why they keep sending me catalogs.

For years I have been baffled by the fact that after I buy something from a company online they start sending me catalogs.  I mean isn’t it clear that I do my shopping online?

Part of the mystery was solved when a friend who specializes in direct mail informed me that it only costs about a dollar to print and mail a catalog.  I guess when the cost is that low it’s worth the expense even if I immediately take it to the incinerator room, because one of my neighbors might pick it up and place an order. 

But a new Baynote study suggests a more obvious answer.  After analyzing consumer behavior across various retail channels during the 2012 holiday season they have discovered that paper catalogs influenced 81.9% more in-store purchases and 42.9% more online purchases than Facebook.  (Loechner, 2013)

I hope marketers are paying attention.

Loechner, J. (2013, January 21)  Paper Print Prevails For Purchases.  mediapost.com.  Retrieved January 23, 2013, from http://www.mediapost.com/publications/article/191470/paper-print-prevails-for-purchases.html#axzz2IpY1ovMW

Coca-Cola strikes back.

I live in Manhattan, where Mayor Bloomberg fought and won a battle to ban sugared sodas larger than 16 ounces.  (Lerner, 2012)  Now all the soda delivery trucks in the neighborhood have a billboard on the back that says – “Don’t let bureaucrats tell you what size beverage to buy.”  Whenever I see one, I fantasize about spray painting over the message – “Preserve your right to kill yourself by drinking too much soda!”

At this point you’d have to be in major denial (or not too bright) to not know about the health issues that have emerged for 2/3 of our population due to the consumption of too many calories.  Recent studies have pointed the finger squarely at sugared beverages.  Sugar-sweetened drinks are the single largest source of calories in our diet and account for 7% of our total calories while providing no nutritional value at all.  (Brody, 2012). 

I have found myself wondering why we aren’t just banning them outright, and have reached the sad conclusion that their low cal substitutes must be even more unhealthy than they are.  In fact, studies have suggested that Diet Coke sucks the potassium out of your body.  (Phillips, 2010).  So there’s no easy solution here.

But, with more than a few people recommending that we now fight soda consumption with the same multifaceted approach that has been used to reduce cigarette smoking it seems clear that change is on the horizon.  So it’s no wonder that Coca-Cola has decided to react.  They’ve posted two commercials on YouTube and quite frankly I find them to be very rational.  They point out that the company is giving consumers the freedom to make their own choices.  In fact, as someone commented perhaps they should make their new tagline:  “Coca-Cola:  It’s not our fault that you’re fat.”  (Forbes, 2013)  Needless to say they’re unlikely to make any meaningful contribution to the fight against obesity.  Here they are in case you missed them.

http://www.youtube.com/watch?v=zybnaPqzJ6s

http://www.youtube.com/watch?v=ByvHJ0uiXAo

On the other hand, there was a much more interesting editorial about the situation in the New York Times last week, pointing out that celebrities who would never dream of promoting cigarettes are thrilled to push soda.  Are you listening Beyonce?  (Bittman, 2013)

Just like with cigarettes the first step is to make drinking soda uncool.  I like that approach and hope that someone chooses to support it.  Which celebrity will step up first to do the right thing?

Lerner, G. (2012, September 14)  New York health board approves ban on large sodas.  cnn.com.  Retrieved  January 16, 2013, from http://www.cnn.com/2012/09/13/health/new-york-soda-ban/index.html

Brody, J. (2012, October 23)  In Fighting Obesity, Drink Sizes Matter.  New York Times. pD7

Phillips, K.  (2010, January 2)  Hypokalemia: Low Potassium.  insidershealth.com. Retrieved  January 16, 2013, from http://www.insidershealth.com/article/hypokalemia_low_potassium/3372

Forbes, T.  (2013, January 15)  Critics Jeer Coke’s Entrance Into Obesity Discussion.  mediapost.com.  Retrieved  January 16, 2013, from http://www.mediapost.com/publications/article/191073/critics-jeer-cokes-entrance-into-obesity-discussi.html?edition=55434#axzz2I9KrK100

Bittman, M. (2013, January 5)  Why Do Stars Think It’s OK to Sell Soda?  nytimes.com.  Retrieved  January 16, 2013, from http://opinionator.blogs.nytimes.com/2013/01/05/why-do-stars-think-its-o-k-to-sell-soda/