Snacking womenFrito-Lay has made a choice: they’re now a chick brand. Baked product, pretty packaging (just look what they’ve done to Smart Food!), and a wholly identifiable website http://awomansworld.com/ . When I saw an article about F-L’s new direction, I breezed right by, but the site really is nice and not annoyingly girly after all. It caught my eye and drew me in from Chatfield’s screen. Build a girl avatar (complete with snack) and play games. It’s fun. They’re also doing a cleverly placed web ad that doesn’t look like an ad (image at left) on http://glam.com/
Channel your sober self
12:35 at the bar, your cell hums. “Chuck, you’ve had enough. Put down the beer and call a cab. Luv, Chuck.” Absolut’s new moderation site lets you send yourself custom texts, at the times you program, so you don’t make an ass, or a statistic, of yourself. Mile-long disclaimer, but a useful tool. http://absolut.com/recognizethemoment/text-the-moment.aspx
Brand be not prideful
64% of Americans now think it’s important for companies to appear “humble.” (source: Performance Research, 3/09)
The friends have it
It’s official. Social networking is more popular than email, 67% to 65%. Nielsen found that two-thirds of the world's internet users visited a social networking site in 2008. All told, social media now accounts for almost 10% of internet time. Facebook is leading the pack worldwide, with monthly visits by three out of 10 internet users in nine global markets. Facebook's greatest growth has come from 35-49-year-olds, and it has added twice as many 50-64-year-olds as those under 18. (source: Adweek, 3/9/09)
Pepsi Unnatural
As Pepsi prepares to launch Pepsi Natural (made with sugar and actual kola nuts), I’m pondering the trend of established food & beverage makers offering healthier versions of their products. Having confirmation that they were poisoning me before doesn’t make me want to buy from them now. Rather than buy
Outta this world
The last major piece of the International Space Station is scheduled to go into orbit this weekend, completing a ten-year construction plan. Once installed, scientists will have what they need to get on with the ISS’s real purpose--hardcore research. We’ve been in the “space age” for so long that people tend to forget how truly amazing the work those geniuses at NASA do is. So look up and send them a little mental applause. (source: Christian Science Monitor, 3/11/09)
What kind of green are you?
The green products marketplace may be slowing, but it’s one of the few segments that’s still growing. A new IRI report breaks down the green market thusly:
- Eco-centrics—the most adamant supporters of green products
- Eco-villains—those who dismiss environmental concerns
- Respectful stewards—those who are willing to pay more for green products
- Proud traditionalists—those who buy green to save money
- Eco-chic—those who see green as fashionable
- Frugal earth mothers—women who save money when possible, and look for "good and wholesome" products
- Skeptical individuals—highly educated, high-income men who question the benefits of green products
- Green naives—predominantly young, lower-income shoppers who have not linked the cause and effect relationship of environmental responsibility
Even though the “eco-centrics” seem like they’d be the biggest buyer of green products, they’re not. It’s “respectful stewards” and “proud traditionalists” in the lead, with sales from eco-centrics actually falling. They haven’t given up the cause, they just can’t afford as much as they used to.
(source: Brandweek, 3/10/09)
Just say no to Walmart
One PR firm is no longer enough. Walmart is looking to put 5 PR firms on retainer and have them compete for individual jobs “jump ball” style. I know cost efficiency’s important, but geez, show some respect. (source: Wall Street Journal, 3/12/09)
1% say “punching bag”
Red tag bad
You know how experts have been warning brands not to fire-sale their stuff because it’ll ruin their relationship with customers? Well, many did it anyhow, and Yankelovich’s numbers are now chanting “told you so.” The “Dollars and Consumer Sense 2009” study shows that rather than feeling glee as they once did, consumers who see clearance tags think the stuff was probably overpriced in the first place (70%) or that it’s old and retailers are just trying to get rid of it (62%). 60% will put off making purchases longer if they see discounts because they expect prices will go even lower. Moral: abruptly changing value propositions confuses people and causes deflation. On the other hand, brands that don’t discount are seen as being very popular or a good value (64%). (source: Brandweek, 3/11/09)
A flight of fancy
http://www.youtube.com/watch?v=KZmUaFBCoa0 (source: The Very Short List, 2/26/09)
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