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☆ Super Bowl advertisers brace for the Taylor Swift effect
▼ + stars: | 2024-02-08 | by ( Ryan Joe | ) www.businessinsider.com time to read: +3 min

Read previewSuper Bowl advertisers have decades of datapoints telling them when it’s best to show up during the big game. But the presence of Taylor Swift is adding a strange new dimension to a lot of conventional beliefs about the optimal spot for an ad to appear. AdvertisementLike many other advertisers, Hellmann’s had no idea when they locked in their Super Bowl buys early last year that there’d be a media frenzy around the romance between Taylor Swift and Kansas City Chiefs tight end Travis Kelce. Advertisers are already anticipating that Swift’s presence will drive more engagement for advertisers lucky enough to have booked the right spots, though it’s a bit of a crapshoot as there’s no guarantee when, or even if , Swift will make an appearance. There is also another spike in female viewership that happens during Super Bowl broadcasts.

Persons: —, it’s, Taylor Swift, I’d, ”, Chris Symmes, Kate McKinnon, Hellmann’s, there’d, Travis Kelce, Swift, they're, you’re, Jeff Gagne, “, haven’t, Taylor, Jake Marx Organizations: Service, Havas Media, Business, Unilever North America, Unilever, Super Bowl, Kansas City Chiefs, Chiefs, AFC, ”, Nielsen, Video Advertising, Super, Stagwell Media

☆ $7 Million for 30 Seconds? It’s Worth It at the Super Bowl.
▼ + stars: | 2024-02-06 | by ( Santul Nerkar | ) www.nytimes.com time to read: 1 min

They all have one thing in common: Those companies paid seven figures to get their products in front of viewers during this year’s Super Bowl. For the second consecutive year, the average cost of a 30-second ad spot during the Super Bowl was $7 million. Even as many businesses are being more disciplined with the money they have for marketing, and with spending on advertising slowing in recent years, the cost of a Super Bowl ad continues to go up. The reason is simple: There is no opportunity guaranteed to reach more people than the Super Bowl, and the slice of every other pie keeps shrinking. “It’s a throwback in terms of reaching everyone all at once,” said Charles Taylor, a professor of marketing at the Villanova School of Business.

Persons: Peyton Manning, Bud, Kris Jenner, ”, Charles Taylor Organizations: Super, Villanova School of Business

☆ Branding’s corporate titans face moment of truth
▼ + stars: | 2023-11-22 | by ( Aimee Donnellan | ) www.reuters.com time to read: +8 min

Now for the first time this century, sales volumes at the big consumer goods manufacturers are falling. In the first nine months of the year, Kraft Heinz said the quantity of its sold items declined by nearly 6 percentage points year-on-year. That’s likely to allow Nestlé, Kraft Heinz and Unilever to see flat or modest increases in 2023 sales, LSEG data shows. Earlier this year, outgoing Kraft Heinz Chief Executive Miguel Patricio said the company lost market share to a branded competitor that spent more. Unilever, Nestlé and Kraft Heinz have all pointed to a slowing of price growth in the coming year.

Persons: Kraft Heinz, Nestlé, ’, Xavier Roger, Kraft, what’s, John Furner, Miguel Patricio, Mars, ”, François, EY, George Hay, Streisand Neto, Thomas Shum Organizations: Reuters, Consumer, Kraft, Unilever, Danone, ’, United Nations, Reuters Graphics Reuters, Nestlé, Kraft Heinz, Target, Reuters Graphics, Obesity, Mondelez, Walmart, “, Thomson Locations: U.S, Europe, Australia, Norway, Chocolat, London

☆ Johnson & Johnson is replacing its iconic logo
▼ + stars: | 2023-09-14 | by ( Jordan Valinsky | ) edition.cnn.com time to read: +1 min

New York CNN —Johnson & Johnson is replacing its instantly recognizable logo that’s been in use for 135 years. Although it’s a big change, shoppers likely won’t notice it since the cursive logo will still be used on its consumer products, like Band-Aid and Tylenol. Johnson & Johnson recently split into two companies — one focused on medical devices and medications and the other on consumer health products, which operates under a brand called Kenvue. The name Kenvue reflects J&J’s desire for the new consumer company identity to take a backseat to well-known brands. Still, ditching the signature J&J logo marks an end of era since the company once stated that its “one of the longest-used company emblems in the world.” The new logo will roll out over time on J&J’s medical equipment and pharmaceutical products.

Persons: New York CNN — Johnson, Johnson, James Wood Johnson, Kenvue Organizations: New, New York CNN, Unilever, Procter, Gamble Locations: New York

☆ Unilever pivots to African suppliers as forex pressure mounts
▼ + stars: | 2023-05-31 | by ( Seun Sanni | Richa Naidu | ) www.reuters.com time to read: +6 min

The war in Ukraine exacerbated supply chain logjams and manufacturing issues that began with the COVID-19 pandemic. Managing foreign exchange costs is largely what is driving a pivot to African suppliers, Unilever said, even though sourcing from the continent can cost more than buying from parts of Asia. “Over 95% of the brands we sell to our (African) consumers are made in African factories,” Reginaldo Ecclissato, Unilever’s chief business operations and supply chain officer, told Reuters. Today more than two-thirds of the ingredients that go into Unilever products sold in African markets come from the continent, the company said. Where is it on the scale of Unilever’s supply chain?” he said.

Persons: Kasali, ” Kasali, “, Knorr, Hellmann’s, Reginaldo, Tedd George, Nestle, ”, Pierre, André, Ecclissato, it’s, bouillon, Iranloye, Busari, Unilever’s Ecclissato Organizations: Reuters, Unilever, REUTERS, ” Unilever, Nestle, Danone, sorbitol Locations: ALAYIDE, Nigeria, Oyo, Africa, Ukraine, Asia, India, China, South Africa, Lagos, Oyo State

☆ Nestlé Says Less Than Half of Its Main Portfolio Is Ranked as Healthy
▼ + stars: | 2023-03-21 | by ( Joshua Kirby | ) www.wsj.com time to read: +3 min

Nestlé SA promised it will work to boost the nutritional value of its snacks, drinks and food products, after most of its portfolio was rated as unhealthy. Less than half of Nestlé’s main food-and-drink portfolio is considered healthy, according to the results of an international nutrient profiling system that the Swiss food company published for the first time. Nestlé started using it last year with the aim of boosting transparency about the nutritional value of its products. “Our focus is on improving the nutritional value of our products,” Nestlé said. The rankings from the Access to Nutrition Initiative rate companies on their practices and disclosure, including on ensuring healthy products and influencing consumer choices.

☆ The 2023 Super Bowl Ads Will Feature Booze, Betting and Jesus
▼ + stars: | 2023-02-10 | by ( Megan Graham | Patrick Coffee | ) www.wsj.com time to read: +10 min

The Super Bowl ads on Sunday are poised to promote an unusual mix of alcohol brands, gambling and Jesus. The Super Bowl still regularly draws an audience of around 100 million people, making it TV’s biggest event of the year and advertising’s biggest night. Planters’ Super Bowl ad features comedians mocking Mr. Peanut. The ads are likely to strike a lighter tone than the occasionally somber messages of Super Bowl ads in recent, highly politicized years or the early pandemic, said Anjali S. Bal, an associate professor of marketing at Babson College. Many Super Bowl advertisers have again released their ads well before Super Bowl Sunday to increase their chances of being seen.

☆ Unilever’s New Chief Faces Tough Balancing Act
▼ + stars: | 2023-02-09 | by ( Aaron Back | ) www.wsj.com time to read: 1 min

Unilever posted lukewarm results on Thursday that underscore the challenges awaiting its incoming chief executive. The maker of Dove Soap and Hellmann’s Mayonnaise said it saw underlying sales growth of 9.2% from a year earlier in the fourth quarter thanks to sharply higher prices. Pricing was up 13.3%, while volumes declined 3.6%. Outgoing Chief Executive Alan Jope said on a conference call with analysts that the company will need to raise prices even more to offset continuing cost inflation this year.

☆ Super Bowl ads lean on stars, humor to grab attention
▼ + stars: | 2023-02-09 | by ( Sheila Dang | ) www.reuters.com time to read: +5 min

[1/3] Musician Ozzy Osbourne takes part in a Super Bowl ad for Workday, in this undated handout photo provided by Workday. Big-name celebrities are not uncommon in Super Bowl ads. A 30-second Super Bowl spot this year sold for a little over $7 million, according to a person familiar with the ad sales. “Advertisers want people talking about their brand, and not just during the 30 to 60 seconds of (Super Bowl) air time,” Rucker said. Some stars will poke fun at themselves or their careers in Super Bowl ads.

LONDON, Jan 10 (Reuters) - British fund manager Terry Smith accused Unilever (ULVR.L) on Tuesday of "virtue signalling" with its ethically-focused marketing, in his latest salvo against the consumer goods giant. Yet the company had recently added activist investor Nelson Peltz to its board. On Tuesday, Smith reiterated "we don’t know how well it (Hellmann's) would have grown without the (virtue signalling) 'purpose’", adding that "maybe Hellmann’s would be growing as fast or even faster without its ‘purpose'". The words virtue signalling were struck through in Smith's letter. "Shouldn’t we have some idea how Unilever and its management have performed before they are allowed to do any more acquisitions?

☆ Band-Aids and Tylenol will have a new name on their packages: Kenvue
▼ + stars: | 2022-09-29 | by ( Nathaniel Meyersohn | ) edition.cnn.com time to read: +3 min

New York CNN Business —We have all heard of Band-Aid, Tylenol, Benadryl and Johnson’s baby powder. We have never heard of the new made-up word Kenvue. But Kenvue will be the new corporate parent of these familiar consumer health brands next year. The name Kenvue reflects J&J’s desire for the new consumer company identity to take a backseat to well-known brands such as Band-Aid. Then there have been brands that changed their names to signal strategy shifts, such as Dunkin’ dropping “Donuts” in 2018.

☆ Gigantul Coca-Cola suspenda publicitatea de pe retelele de socializare, la nivel mondial, pentru 30 de zile
▼ + stars: | 2020-06-29 | by ( On | In | ) omniapres.md time to read: +1 min

“Nu exista loc pentru rasism in lume si nu exista loc pentru rasism pe retelele de socializare”, a declarat presedintele si CEO-ul Coca-Cola, James Quincey, citat de BBC. El a cerut “o mai mare responsabilitate si transparenta” din partea companiilor de socializare. Coca-Cola a precizat totusi ca nu se alatura boicotului oficial lansat de alte companii, ci este vorba de o masura proprie, a transmis CNBC. “Pauza de pe platformele de socializare” la nivel global va ajuta compania sa “reevalueze politica de publicitate pentru a determina daca este nevoie de o revizuire”, a mentionat James Quincey. Reactia Coca-Cola vine dupa ce Facebook a promis ca va eticheta postari potential daunatoare sau inselatoare.

Persons: James Quincey, Coca, James, Mark Zuckerberg, Ben Organizations: Coca, Coca - Cola, BBC, Cola, Facebook Locations: Coca -

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