Eye on Marketers

Friday, February 27, 2015

In a holiday peg, PepsiCo, Oreo, and McDonald's are using Chinese New Year (also known as the Lunar New Year) to market their products to Chinese communities, both inside and outside of China.

Friday, February 27, 2015

The sports drink company uses Chicago Bulls player Derrick Rose walking through the south side of Chicago over a recitation of Tupac's "A Rose that Grew from Concrete" to reach African Americans. The commercial uses imagery and language familiar to African Americans in an attempt to seem appealing and accessible.

Friday, February 20, 2015

The World Health Organization states that there is strong evidence linking targeted marketing to unhealthy diets in children. As such WHO has developed a nutrient profiling tool to help countries identify unhealthy foods based on saturated fat, trans fat, salt and added sugar, and restrict their marketing to children.

Thursday, February 19, 2015

The Center for Science in the Public Interest (CSPI) has encouraged Taylor Swift to withdraw from her sponsorship deal with Coca-Cola. The center cites her influence on young people as well as the damaging effect Coca-Cola has on that demographic. Executive Director Michael Jacobson explains, "[Celebrities] shouldn't use their influence, especially their influence over children, to market junk food." 

Thursday, February 19, 2015

In a novel example of target marketing through language choices, Coca-Cola Puerto Rico is using emojis, the "second language" for young consumers, to "connect on a deeper level with our most important demographic." 

Wednesday, February 18, 2015

The Festival is a live entertainment event with musicians and comedians performing for around 550,000 attendees. Essence Communications Inc, a media company dedicated to African American women, hosts the festival. Coca-Cola's sponsorship gives the company an opportunity to expand their consumer base in the African American community.

Tuesday, February 17, 2015

In a promotion targeting youth, any time fans create a beverage mix using the app, they can receive a code that allows them to enter a chance to win prizes including a trip to a Lady Antebellum concert. 

Saturday, February 14, 2015

Dr Pepper is bringing its Mexican sparkling mineral water, Peñafiel, to the United States. The company believes the popularity of the drink in Mexico will connect with Latino consumers looking for the familiar.

Saturday, February 14, 2015

The company believes millennials drink less black coffee than previous generations and are more interested in specialized coffee beverages like mochas or frozen blended coffees, a trend the company hopes to exploit. A food and beverage analyst explains, "Millennials are looking for ways to get coffee more easily and maybe not spend as much as they'd have to at, say, Starbucks or Dunkin'."

Wednesday, February 11, 2015

The partnership with the all-star basketball player is Mountain Dew's attempt to market to young people by having a spokesperson and "cultural icon" popular among younger demographics.

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