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P&G’s CoverGirl, Pantene to pilot new software for YouTube insights

BY Antoinette Alexander

VENICE, Calif. — ZEFR, a software-as-a-service platform for brand and content management on YouTube, has announced that Procter & Gamble’s CoverGirl and Pantene brands will be the first partners in the pilot program for BrandID, its newest SaaS product.

ZEFR will demo BrandID to brands and agency partners attending the Cannes Lions International Festival of Creativity next week.

ZEFR BrandID helps brands identify their most valuable fans, provides visibility into how fans are responding and contributing to their brand presence on YouTube, and delivers actionable insights on how to reach, engage and leverage fans to maximize brand exposure and impact. With BrandID, brands can amplify their brand with their most loyal fans. It also provides data on entire industry verticals so that brands can see everything happening on YouTube in their category, including their competitors, the software provider stated.

Most brands on YouTube have insights only into their officially uploaded, paid assets, but with BrandID, brands can discover the universe of fan-uploaded earned assets, which often outnumber official content by 10-to-1, the company stated. BrandID is powered by ZEFR’s content identification technology, Inception, which is used by several movie studios, music labels and sports companies worldwide.

“ZEFR has invested years in building and refining the technology to identify fan activity on YouTube. We applied our technology to help many content owners manage their fans on YouTube, and now with BrandID we are leveraging that expertise to enable brands to gain visibility and insight into their official and fan-generated presence on YouTube,” said Zach James, co-founder of ZEFR. “We’re excited to launch the pilot of the product with partners CoverGirl and Pantene, two of the biggest brands in the world, both with a strong YouTube footprint.”

 

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Mintel: Consumers avoid total sugars more than specific types when choosing food, beverages

BY Jason Owen

WASHINGTON — Consumers avoid total sugars more than they avoid any specific sweetener, according to a new brand-level consumer attitudes and behavior study about food and beverages from Mintel Research Consultancy on behalf of the Corn Refiners Association.

Approximately a quarter of soda, yogurt and bread brand purchasers (between 17 and 26%) say they are looking to reduce total sugars in their diet. In contrast, a nominal 1-5% of consumers purchasing these items cite avoiding a specific sweetener, such as high fructose corn syrup.

“These findings directly contradict the unfounded buzz around specific sweeteners like high fructose corn syrup,” said Sara Martens, consumer research expert and vice president of The MSR Group. “Consumers aren’t responding to product formulation or menu item adjustments based on specific sweetening ingredients, and food and beverage industry decision-makers should consider this before investing in costly modifications.”

The study explored 34 brands across 13 of the highest-volume food and beverage categories, including Coca-Cola, Pepsi, Yoplait, Dannon, Nature’s Own and Sara Lee. The findings align with previous Mintel research examining consumer attitudes and behaviors around food and beverage ingredients both broadly and at the category level.

“Looking at the series of research Mintel has conducted during the last two years, we see that regardless of how finely you slice the data, consumer concern remains more focused on total sugars than any specific type,” said Martens. “And regardless of what consumers say they are trying to avoid, it doesn’t translate into purchase behavior.”

The survey explored label reading and avoidance among 2,400 primary household grocery shoppers. As was the methodology for all prior studies, unaided questioning delivered unprompted, top-of-mind opinions and statements to capture truest consumer attitudes and most likely behaviors. Unaided questions were used in combination with aided questions to allow for additional probing of key topics.

Fact sheets and an infographic from the consumer study are available to view online.


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Ahold chains donate more than $4 million to schools, military-support groups

BY Alaric DeArment

CARLISLE, Pa. — Ahold USA’s supermarket banners have donated more than $4 million to charitable causes over the past week.

Last Friday, Giant Food Stores of Carlisle, Pa., also known as Giant-Carlisle, announced a $517,535 donation through its annual Support Our Troops campaign, which benefits regional USO chapters in the area where Giant has stores, including Pennsylvania, West Virginia and parts of Virginia and Maryland.

Giant Food of Landover, Md., often called Giant-Landover to distinguish it from Giant-Carlisle, is donating nearly $2 million to 2,081 schools in Maryland, Virginia, Delaware and the District of Columbia through the A+ School Rewards program, now in its 25th year.

Meanwhile, Stop & Shop has donated more than $1.5 million to schools in New England, including Massachusetts, Connecticut, Rhode Island and New Hampshire.


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