PIPL Archives - How To Advertise

The Big Story: CPG Companies Make Post-Pandemic Plans

August 5, 2021 T. B. Smithad management firm, Advertising & Marketing, Amazon Privacy, Digital Storytelling, PIPL

<!– –> Getting online shoppers to click and add a product to their cart – and then have that product ship cost-effectively to a customer – is the latest challenge for CPG companies. During earnings calls over the past week, leaders of CPG companies had to answer to investors about their ecommerce strategies, which have accelerated thanks to an online shopping boom kicked off by the pandemic more than a year ago. Adding to that trend, Facebook’s former high-profile exec Carolyn Everson joined Instacart as its president Wednesday – a…

Mondelez Isn’t Afraid To Get Its Hands Dirty On The Road To Clean Data

June 29, 2021 T. B. SmithAdvertising & Marketing, LTV, PIPL

<!– –> There was a time in the recent past when anytime Jon Halvorson, Mondelez’s global VP of consumer experience, wanted access to his brand’s own first-party data, the request would trigger a prolonged, nearly farcical chain of events. First, Halvorson would have to email his Google rep. Then his Google rep would email Mondelez’s agency. Then the agency would have to get approval from Mondelez to release the data. It was like a scene out of Terry Gilliam’s “Brazil.” “Whenever I wanted data for literally anything I had to…

Huggies Will Advertise in the Super Bowl—a First for Parent Company Kimberly-Clark

January 26, 2021 T.B. SmithAdvertising & Marketing, attribution modeling, PIPL

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The FTC Keeps Throttling Razor Brand Acquisitions, But It Doesn’t Spell Doom for the DTC World

December 17, 2020January 7, 2021 T.B. SmithAdvertising & Marketing, PIPL

Last week, the Federal Trade Commission announced it was filing a suit to halt Procter & Gamble’s acquisition of Billie, a direct-to-consumer razor brand. If that sentence inspires an episode of déjà vu, there’s a reason: Not even a year ago, the FTC filed another suit to block a similar acquisition, that of Harry’s, another DTC razor brand, by personal care giant Edgewell. What happened to Harry’s after that suit was filed offers a blueprint for what may occur with Billie as well: A week after the suit was announced,…

<aYour Customers Tried a Competitor During Quarantine– What Now?

May 31, 2020 T.B. SmithAdvertising & Marketing, john nardone, loved ones, PIPL

| 21 hrs earlier Key ideas: As U.S. buyers transitioned coming from the panic-buying to holding on to stages of item procurement in the course of the coronavirus pandemic, historical individual behaviors as well as brand name support took a rear seat to schedule and also circumstance.In truth, a current research study coming from media and also advertising solutions business Mindshare discovered 69%of individuals stated they’re most likely to possess or even get purchased brand-new companies given that the break out started. “Challengers are actually taking cutting-edge measures to provide…

Leading CPG Brands Rush To Take Advantage Of DTC Businesses

May 11, 2020 T. B. SmithAdvertising & Marketing, Amazon Privacy, Capgemini, Cookieless Targeting, PIPL

CPGs like Pepsi and also Kraft-Heinz quickly require to cultivate ecommerce and also direct-to-consumer company series, whereas Anheuser-Busch InBev– having actually spent actually in ecommerce– may right now move its own media devote to sustain it. “As you’re talking to everyone else, ecommerce has actually come to be a high-growth stations at this moment,” Pepsi CEO Ramon Laguarta pointed out Wednesday in the course of the provider’s Q1 incomes phone call. Pepsi is going to be actually reapportioning funds coming from various other media networks and also financial investments to…

<aSun-Maid Updated Its Iconic Logo in a Bid to Entice Today's Young Parents

April 29, 2020 T.B. SmithAdvertising & Marketing, PIPL

| 41 secs ago Any sort of provider aiming to begin a brand-new food-based CPG company targeted at today’s millennial buyers will likely make an effort to take advantage of the complying with characteristics: credibility, transportability, balanced active ingredients and also a company construct that assists neighborhood planters. If it were actually achievable to instill a brand new company along with a feeling of fond memories, they will possibly carry out that, also. Sun-Maid, a planters’participating created in 1912 that is actually understood for its own raisins and also company…

Glossier and Taco Bell Rank Among the Top Brands in Building Online Communities

January 22, 2020January 16, 2021 T.B. SmithAdvertising & Marketing, Customer insight, PIPL

| 36 mins ago Dirty Lemon, Glossier and Taco Bell are ranked as the three most culturally relevant consumer brands effectively building online communities by Zyper, a peer-to-peer marketing platform. The software company’s rankings of the Top 40 brands building online communities is known as the Zyper Community Index 2020. The full results will be revealed at the World Economic Forum’s annual meeting in Davos, Switzerland this week. Rounding out the top 10 are Hims, Cheetos, League of Legends, Allbirds, Peloton, Palace of Skateboards and Bumble. Yellow Tail, Oreo, Supreme,…

Here’s What Allbirds Has Learned About Ecommerce in China So Far

January 16, 2020January 16, 2021 T.B. SmithAdvertising & Marketing, PIPL, Roku, VAB

| 10 seconds ago Earlier this month DTC footwear brand Allbirds debuted in Japan, about nine months after it started selling in China through Alibaba’s online B2C marketplace Tmall. As Allbirds mulls where to go next, international president Erick Haskell spoke at the National Retail Federation’s conference in New York this week about how the brand tackled the world’s largest market and what it has learned since. Haskell said China is the first market Allbirds didn’t enter directly as a DTC player, and brand awareness was “extremely low, to be…

General Mills Makes It Official: Sugar and Cereal Are Back Together

January 10, 2020December 9, 2020 T.B. Smithacqusition, Advertising & Marketing, PIPL

| 51 mins ago Key Insights: Bucking recent conventional wisdom, General Mills is fine, just fine, with sugary cereals. In a licensing deal with Hershey’s, General Mills recently debuted three new cereal lines: Hershey’s Kisses, Reese’s Puffs Big Puffs and Jolly Rancher, which features the flavors green apple and blue raspberry. If that sounds like a lot of sugar in every spoonful, it’s because it is. The Hershey’s Kisses and Jolly Rancher cereals contain 12 grams of sugar per 1-cup serving. Reese’s Puffs Big Puffs contains 12 grams of sugar…