Dr Pepper suits up as soft drink partner for ‘Iron Man 2’
PLANO, Texas In line with the premiere of “Iron Man 2,” Dr Pepper recently launched an advertising campaign saluting the comic book hero and film.
Comic book creator Stan Lee appears in the television spot as a Stark Industries custodian who finds his coworker stuck in a Dr Pepper vending machine after attempting to suit up as Iron Man. In addition to the ad spot, Dr Pepper also has launched a contest in which fans have the opportunity to various prizes, including an LG gift card, Microsoft Xbox 360 and more.
“Dr Pepper is thrilled to be working with Marvel and Stan Lee in support of Iron Man 2. Our fans are their fans and it’s an ideal match,” said Tony Jacobs, VP marketing for Dr Pepper.
‘Ridiculously long-lasting gum’ may spell success for confectioners
NEW YORK Advertisements for gum boasting long-lasting flavor may yield big bucks for its makers.
Although it was recently acquired by Kraft Foods, Cadbury — whose gum brands include Stride, Trident and Dentyne — held 33% of the company’s revenue in 2009, and increased 2%, which the company contributed to the U.S. launch of Trident Layers in the second half, “[re-establishing] strong growth momentum in the category.”
But its Cadbury’s Stride brand that really has made waves. Introduced five years ago, the brand now is known for its marketing campaign — featuring such quips as menacing ostriches, secret agents and more, looking for gum patrons to spit out their old yet flavorful piece of gum. The threatening and hilarious message, “Start chewing that new piece of Stride gum… or we’ll find you,” has garnered some attention from specific chewers: teens, college kids and gamers, which could boost its sales. Additionally, the introduction of new Stride Shift, in which the gum flavors change, speak to younger generations looking for fun. The two new flavors include berry-to-mint and citrus-to-mint and now are available at sotres nationwide.
“Stride speaks to younger consumers who chew gum not for functional reasons but for emotional reasons,” Gary Osifchin, director of marketing at Stride, told The New York Times. “Younger consumers have a disdain for the ordinary, and they like to be snapped out of boredom.”
Shoppers hunt for food deals online, Deloitte survey finds
NEW YORK Shoppers with an appetite for deals on food purchases are turning to online tools for help, a new Deloitte consumer survey found.
Deloitte’s 2010 consumer food safety survey found that one-third of the 1,102 respondents polled subscribe to receive e-mails, recipes and coupons directly from food manufacturers, up six percentage points from two years ago. A total of 23% of consumers visit a food company’s Web site to learn more about their products and will make a food purchase as a result.
Additionally, shoppers tend to become more bargain-hungry and will seek to compare prices, especially if they use a mobile device while shopping or when making shopping decisions, Deloitte noted, adding that men were more aggressive when it came to bargain hunting than women.
“Today’s consumers are using the Internet to not just find nutritional and safety information about the foods they eat, but to find the best value for their dollar,” said Pat Conroy, Deloitte’s vice chairman and consumer products practice leader in the United States. “If this recession has taught us anything, it’s that we don’t necessarily have to sacrifice quality for value — and consumers have figured that out by uncovering the wealth of product promotions and other marketing messages available on the Internet.”
In line with the results, Deloitte also noted that 52% of Americans surveyed preferred to purchase store brands when shopping for packaged or bottled food items. The result is in line with a Nielsen reported released last week that underscored the relationship of private-brand sales’ value and consumers.