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Shoppercentric Retail Research : Grocery shopping isn’t the most thrilling part of anybody’s shopping experience

by on July 27, 2014

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Zesty Women for Women : “You’ll have what he’s having”

by on April 1, 2013

Can salad dressing be sexy? Well, Kraft will settle for zesty. A new campaign for Kraft Zesty Italian dressing from the Playa del Rey, Calif., office of Being features a shirtless male chef whose catchphrase is "Let's get zesty." Watch the video.

Slyly suggestive and playful, the character feels like a cross between Old Spice's Isaiah Mustafa and the skillet guy from ads for another Kraft brand, Velveeta. In one new spot, the chef keeps adding Kraft Zesty Italian to a hot skillet, with flames shooting higher and higher each time. "How zesty do you want it?" he asks. "A little? A little more? How about a lot more?" [more…]

“Want to write a winning marketing plan? Then follow Professor Calkins’ advice in this book

by on January 9, 2013

Breakthrough marketing plans / How to stop wasting time and start driving growth

TIM CALKINS is a Clinical Professor of Marketing at Northwestern University's Kellogg School of Management, USA, and co-academic director of Kellogg's branding program. In addition to teaching at Kellogg, he works with major corporations, including Abbot Laboratories, Baxter, and Northwestern Mutual Life, on marketing strategy and branding issues and is the managing director of Class 5 Consulting, a marketing strategy firm.

After 11 years leading big brand names at Kraft Foods, Calkins is a veteran in the marketing field. He has also conducted dozens of interviews with top executives

Breakthrough Marketing Plans fills a unique position in the field: where other marketing plan books recommend long, complex strategies or mention the plan as one of many topics, Calkins focuses solely on marketing plans and how to make them solid but uncomplicated

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Wonder if someone is in trouble? … Oreo breastfeeding ad was never supposed to go public / Blunderland time

by on April 23, 2012

Provocative ad was created for an advertising agency

A viral Oreo ad featuring a breastfeeding baby and the tagline “Milk’s Favorite Cookie,” was never meant to go public, the company says.

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MARS\Y&R / Cadbury Dairy Milk Fairtrade push

by on February 24, 2012

MARS\Y&R, the shopper marketing specialist, is to roll out a multi-channel campaign for Cadbury Dairy Milk in support of the chocolate brand’s Fairtrade certified products during Fairtrade Fortnight (27th February to 11th March).

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Cadbury Dairy Milk launches new communications platform / Joyville

by on February 6, 2012

Cadbury Dairy Milk is set to launch a new long-term communications platform called Joyville.

 The move is part of an integrated campaign designed to strongly [more…]