Packaged Goods

Ortega promotes spicy Mexican makeovers

Ortega promotes spicy Mexican makeovers

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Ortega's Mex-Over campaign played on the idea of makeovers and drove a 477% spike on Twitter.

Grey Poupon makes a case for favoritism on Facebook

Grey Poupon makes a case for favoritism on Facebook

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The world's haughtiest mustard brand saunters back into the consumer consciousness with a fittingly discerning Facebook Page. Only the tony need apply.

Is Tesco's targeting offensive kind of ... offensive?

Is Tesco's targeting offensive kind of ... offensive?

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Tesco has proverbial shopping carts full of data about its customers — and the U.K.-based grocery chain just announced it's going to really start using it.

Brands must evolve, says Coca-Cola SVP

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Brands need to keep up with the pace of innovation and consumers' interests to retain and build value, said Wendy Clark, SVP of integrated marketing communications and capabilities at The Coca-Cola Co., during a keynote address at the ad:tech New York conference on Nov. 10.

Pepsi abandons Super Bowl in favor of CRM

Pepsi abandons Super Bowl in favor of CRM

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This year, the soft drink brand is breaking tradition, opting for a digital CRM program to drive a two-way discussion with consumers instead of a splashy, Super Bowl spot for its flagship soft drink.

Drugstore.com set to acquire Salu Inc.

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Online beauty and pharmacy retailer drugstore.com has agreed to acquire Salu Inc., parent company of SkinStore.com and spalook.com. The deal is expected to close during the first quarter of next year, said David Lonczak, CMO of drugstore.com.

DMNews chats with Amy Kennedy, VP of marketing at Wine.com

DMNews chats with Amy Kennedy, VP of marketing at Wine.com

DMNews speaks with Amy Kennedy, VP of marketing at Wine.com, about the evolution of the e-commerce site's product recommendations

Creative solutions from Doritos, Club ABC Tours, Meg Whitman

Creative solutions from Doritos, Club ABC Tours, Meg Whitman

Pete Barry, senior copywriter at Digitas Health, offers opinions on new campaigns from Doritos, Club ABC Tours and Meg Whitman

Beauty ads gel with men

Beauty ads gel with men

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Men are discerning consumers of personal care products, and marketers find direct tactics are effective ways to reach them

Social keeps lifestyle brand healthy

Social keeps lifestyle brand healthy

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Gaiam's Marshall on how technology and word-of-mouth combine to drive sales and retain customers

DMNews talks with Diego Saenz, president of PetPlace.com

DMNews talks with Diego Saenz, president of PetPlace.com

Diego Saenz, president of PetPlace.com, discusses the launch of the content site's e-commerce venture, PetProductAdvisor.com

Butterfinger brings back old slogan for social effort

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After an eight-year hiatus, Nestle's Butterfinger brand is reintroducing the "Nobody better lay a finger on my Butterfinger" tagline through an online user-generated video contest.

Johnnie Walker private tasting by Wunderman

Johnnie Walker private tasting by Wunderman

Johnnie Walker looked to Wunderman to establish a digital presence for the brand's field marketing program, which involves hosting educational Scotch tastings in key markets to extend the reach of the brand's different types of Scotch.

Bliss extends its WOM focus with SheSpeaks partnership

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Bliss, a national spa with a beauty care product line, has teamed up with word-of-mouth marketing network SheSpeaks to promote the launch of its new Best of Skintentions daily moisturizer.

New magazine targets frozen and dairy grocery industry

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Highlighting the continued strength of the grocery industry, a new magazine for buyers and sellers of frozen and dairy products will launch this summer. Frozen and Dairy Buyer, slated to debut in August, will target buyers of frozen and dairy foods at the supermarket HQ level and those involved with the sale of such products to consumers, as well as some manufacturers.

Similac Strong Moms by Wunderman

Similac Strong Moms by Wunderman

Nick Moore, chief creative officer at Wunderman, explains the inspiration behind the infant formula's Strong Moms community and CRM campaign.

Gaining greater returns from the grocery store

Gaining greater returns from the grocery store

Consumer packaged goods (CPG) manufacturers have been using trade funds for decades now in order to influence retailers and to collaborate on marketing programs that ultimately shape consumer behavior. The rise of store brands, complex and expensive demand data, regulatory issues, and an expanding marketing mix all combine to further complicate the process. Add to that a general lack of cooperation and common goals between suppliers and retailers, and trade promotions management starts to look like a pretty hairy problem.

Grocery chains intensify loyalty efforts

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K-VA-T, a regional chain of grocery stores in the Southeast, has started implementing Retalix Loyalty software to manage the latest phase of its customer loyalty program. The 106-store chain was already using Retalix StoreLine and HQ software to manage point-of-sale and price management, but still put out an RFP to about 20 vendors before choosing Retalix Loyalty. The new system, which will manage the Food City ValuCard Baby Club, Kids Club, Pet Club and Wine Club programs, delivers targeted, personalized offers to consumers and tracks offer performance in real-time.

EsteeLauder.com by Organic

EsteeLauder.com by Organic

Estee Lauder wanted a Web site that would allow them to connect with their key consumer and help extend the brand's reach with new opportunities for engagement. Based on brand and consumer behavior insights, Organic set out to design a site that was as beautiful as the products themselves.

Skittles.com by Agency.com

Skittles.com by Agency.com

The new www.skittles.com draws upon content created by fans and consumers to populate the site they are viewing. Upon arrival, fans are greeted by an overlay which sits upon sites such as Twitter, Facebook and Flickr. The overlay goes with you and connects you, wherever you go throughout the site.

Archway moves into consumer promotions with acquisition

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Archway Marketing Services, which provides fulfillment services, print management and business intelligence to businesses, has entered a deal to acquire the supply chain management division of Resolve. The deal is expected to close at the end of June. While the two companies have competed in the past on the business-to-business side on fulfillment of marketing and point-of-sale materials, the deal with Resolve brings capabilities in consumer-facing marketing materials.

Spotlight: Tim O'Leary, CEO, R2C Group

Spotlight: Tim O'Leary, CEO, R2C Group

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Tim O'Leary, co-founder and CEO of Portland-based agency R2C Group, on how DRTV has flourished in the recession, teaching corporate marketers about what DRTV offers and more.

ABR 2009: IMC2

ABR 2009: IMC2

IMC2 is a large, independent digital agency with strength in developing online strategies for clients, including many from the consumer packaged goods and pharmaceutical industries. A notable stable of proprietary tools help translate strategy into effective customer engagements. The agency's work for Alli is considered best-of-breed at engaging consumers using social media. Click headline above to view IMC2's full profile, complete with capabilities and company history.

ABR 2009: MRM Worldwide

ABR 2009: MRM Worldwide

As brands increasingly seek out highly targeted and measurable digital marketing solutions, MRM seeks to produce creative campaigns for its clients, through e-mail, search, online advertising, social media marketing or response-driven direct mail. The agency also has over 200 employees dedicated to data and analytics, including data strategists and statisticians. Click headline above to view MRM's full profile, complete with capabilities and company history.

Brewery picks new AORs anticipating national push

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Oregon-based craft beer distillery Deschutes Brewery began distributing in Utah today, bringing its total to 14 US states. The beer company selected North and Campbell Consulting Group Inc. as its agencies of record for creative and public relations earlier this week. The new agency appointments were made to help the 20-year old, privately owned beer maker manage its marketing as it moves toward becoming a national brand, according to Jason Randles, marketing manager at Deschutes.

Winn-Dixie to grow data warehouse

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Grocery chain Winn-Dixie Stores is expanding its Teradata data warehouse in an effort to improve its use of data and analytics in marketing. Winn-Dixie will add additional subject matter areas to its Teradata Enterprise Data Warehouse, which currently houses multiple terabytes of data that Winn-Dixie uses for merchandising, supply chain and marketing analytics.

Galaxy Nutritional Foods names Engauge AOR

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Galaxy Nutritional Foods has named Engauge its first-ever full-service agency of record as part of a rebranding strategy for its Veggie brand of soy-based cheese alternative. The new campaign, slated for September, will incorporate traditional print and PR as well as online ads, a revamped GalaxyFoods.com Web site and social networking on sites like Twitter.

Method selects Euro RSCG SF as its new digital agency

Method selects Euro RSCG SF as its new digital agency

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As the new digital AOR for premium eco-friendly home care products brand Method, agency Euro RSCG San Francisco will be looking to make digital a bigger part of the brand's customer communication efforts.

Edmunds starts up
mobile WAP site

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Automotive destination Edmunds.com has redesigned its site to be formatted for the mobile Web in a move to reach automotive consumers on the go.

Coors hopes for blockbuster results from chilly campaign

Coors hopes for blockbuster results from chilly campaign

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The Coors Brewing Company has launched a new campaign to support its new Coors Light "cold-activated" cans. Later this month, Coors will introduce eight-, 10-, 12- and 16-ounce Coors Light and Coors Banquet in the cans, which let drinkers know when the beer is at the optimal drinking temperature by turning the mountain design on the can blue.

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