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Hallmark breathes new ‘life’ into greeting card aisle

BY Gina Acosta

KANSAS CITY, Mo. — Hallmark is launching a new lifestyle brand to meet the ever-evolving needs of Hispanic consumers.

The company is transitioning its existing Spanish-language greetings line to a new brand called Hallmark VIDA.

VIDA, which translates to "life," will include products and services that help people celebrate occasions both big and small, connect with friends and family and help cultivate traditions that are uniquely Hispanic. 

"We recognize the importance of family, celebration and optimism in the Hispanic culture," said Hallmark multicultural leader Carlos Ayala. "While the Spanish language is the primary attribute when it comes to cultural specificity, the VIDA brand will deliver distinct product solutions for these holidays and occasions that showcase the way Hispanic celebrations are unique and special."

Hallmark says VIDA will address the needs of Spanish-speaking, bilingual and primarily English-speaking Hispanics in the United States by offering products in both Spanish and English. The available products will include greeting cards, ornaments, home décor and gifts and gift presentation items for both everyday occasions as well as key seasons like Valentine's Day, Mother's Day, and Christmas.

VIDA will be found wherever Hallmark products are sold including Hallmark Gold Crown stores, mass-channel retailers such as Walmart, Walgreens and CVS and online at HallmarkVida.com.
 

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Experian releases 2016 Digital Marketer Report

BY David Salazar
NEW YORK — Experian Marketing Services on Wednesday released its 2016 Digital Marketer Report, which takes a look at the priorities of marketers, as well as key issues and challenges facing them. According to this year’s survey, the biggest challenge for many marketers is also the top priority of their peers. Thirty-eight percent of marketers said knowing their customers was their top challenge in 2016, and 52% said that the same thing was one of their top three priorities. 
 
“Today’s brand marketers realize the significance of knowing their customers, but it’s still problematic,” Experian SVP global marketing Ashley Johnston said. “Our research found that regardless of the company size or industry, marketers around the globe still find this to be a top challenge.”
 
Marketers also noted that the other top priorities were to increase their companies’ visibility over competitors while staying ahead of the latest trends in marketing. Additional challenges that marketers mentioned were making their message relevant and making their analytics actionable, as well as overcoming internal silos to focus on the customer and linking customer data across channels and devices. 
 
About 81% of marketers reported challenges when it came to receiving a single customer view, and Experian found that personalization can help achieve a 158% increase in click rate. Marketers are also looking forward, with 66% planning to implement predictive modeling and 68% planning to run mobile campaigns. 
 
“The future of marketing is being driven by sophisticated, channel-agnostic consumers who expect exceptional experiences every time,” Johnston said. “This reality poses a real challenge for organizations, as consumer intolerance for mediocre brand interactions puts more pressure on brands to leverage their data and technology.”
 
Experian will host a webinar on April 12 about the report. To download the report and register for the webinar, click here

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Abbott’s EAS Sports Nutrition introduces new Myoplex line for serious athlete

BY Michael Johnsen
ABBOTT PARK, Ill. – Abbott's EAS Sports Nutrition is helping serious athletes train harder through nine redesigned Myoplex products that deliver the nutrition athletes need before, during and after workouts. The new line, available now on Amazon.com and Bodybuilding.com, helps athletes improve power, sustain performance, build muscle and recover strong so they can achieve their personal best.
 
"This is our most scientifically advanced line yet," stated Steve Hertzler, EAS scientific officer and architect of the Myoplex line. "We've introduced technology like our E3 Fusion blend which has three proven ingredients that work together to help decrease muscle breakdown and promote new growth. Also, our Pre-Workout nutrition helps increase workout capacity and performance. Every product is designed to nutritionally deliver what's needed to sustain physical performance at every stage."
 
The Myoplex line included insight from athletes on what they need to be at their peak.  
 
"There are no shortcuts when you play and train like I do," said Larry Fitzgerald, professional football player for the Arizona Cardinals. "You need to give your body the nutrition it needs and for me that includes using Myoplex products to refuel so I can do it all over again the next day."
 
Products from the new line include:
 
  • Myoplex Pre-Workout is a blend of beetroot extract, beta-alanine, caffeine, creatine monohydrate and Peak ATP nutrients. It's designed to be used before hitting the gym and can help athletes train harder by increasing workout capacity and stamina;
  • Myoplex BCAA + Electrolytes is for use during a workout to sustain performance. It features a 2:1:1 ratio of branched chained amino acids to promote muscle protein synthesis and includes electrolytes to maintain hydration during intense workouts;
  • Myoplex Protein Blend aids in post-workout recovery by combining quick- and-slow digesting proteins with E3 Fusion to provide muscle-building nutrition for up to seven hours. E3 Fusion is a blend of HMB, phosphatidylserine and leucine that helps to increase muscle protein synthesis and decrease muscle protein breakdown; and
  • Myoplex Micellar Casein aids in repair and recovery and is designed to be taken at night. The slow-digesting casein protein provides sustained amino acids throughout the night and includes the E3 Fusion blend. To improve relaxation, the product has a Rest Matrix blend of nutrients.
 
 
 

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