2007年6月29日 星期五
2007年6月4日 星期一
Skittles
Agency: TBWA/CHIA/DAY (NYC)
Art Directors: Hans Seeger, Craig Allen
Creative Directors: Scoot Vitrone, Ian Reichenthal, Gerry Graf
Copywriter: Ashley Davis
http://www.skittles.com
Art Directors: Hans Seeger, Craig Allen
Creative Directors: Scoot Vitrone, Ian Reichenthal, Gerry Graf
Copywriter: Ashley Davis
http://www.skittles.com
Heinz
Agency: Leo Burnett (Paris)
Creative Director: Stephan Ferens
Art Director: Eric Esculier
Ad Blitz, Bottle Design Fuel Debate Over Heinz's Sales
February 12, 2007
By Sonia Reyes
NEW YORK -- Heinz, which has a reputation for overstating planned ad spends, is prepping for July what it calls "one of the largest TV campaigns behind the flagship Heinz Ketchup brand since the 'Anticipation' spots of the 1970s."
But are those ads just a bit of topping? Success from a redesign of the company's red bottle may only fuel the years-long controversy within Heinz over whether the brand—which has a market share near 90%—actually needs any above-the-line action.
In 2004, Heinz pulled the plug on its ketchup advertising completely, spending close to nil on a brand that just two years before saw $25 million in backing, per Nielsen Monitor-Plus.
In place of ads, Heinz relied on in-store promotion and, in 2006, redesigned its bottle. The new model—in the same 48- and 64-oz. sizes—is shorter and fatter than the slender-shouldered shape baby boomers remember from their youth, but it fits into fridge doors more comfortably. Culturally, that move was a potential sacrilege; the bottle is to condiments what Coke's contoured glassware is to soda. But the sales figures suggest that nostalgia may have been trumped by market research that showed the old, easy-to-knock-over vessel was retarding sales.
Working with Product Ventures of Fairfield, Conn., Heinz went into nine consumers' homes and rummaged through pantries, trying to discover how the product was actually used. They found people avoided the larger bottles because they were difficult to store and handle. The new "Fridge Door Fit" shape not only slots into shelves more easily but has a cap that is simpler for children to open.
After the Fridge Door Fit hit stores in June 2006, Ketchup "consumption" went up 78% because shoppers were buying larger bottles, according to Wendy Joyce, director of marketing at Pittsburgh-based Heinz. More significantly, sales jumped 12% to $19 million for the last four months of 2006, according to IRI, in a category that has been fully saturated for years.
By boosting ad spending behind the redesign, Heinz may now be setting itself up for anther internal debate: Is it the package or the ads that most affect sales?
Joyce said packaging innovation is the "core basis of our marketing strategy," adding, "It's a holistic tactic that focuses less on TV and more on the Internet and heavy in-store."
Heinz has gone this route before. Between 1993 and 1995, the company cut its advertising. At the time, it was responding to the newly powerful Wal-Mart, which was demanding Heinz shovel more money into trade promotions. But then Heinz found itself caught in a cycle of price-cutting that threatened to turn it into a low-end brand.
More recently, Heinz CEO William Johnson has been locked in a bitter public fight with one his investors, Nelson Peltz of Trian Partners, New York. Peltz has argued that Johnson has nickel-and-dimed the brand, even failing to spend what he believes would have been about $200,000 to sponsor Nathan's annual hot-dog eating contest, which has no condiments partner.
Johnson, however, has argued that it was he who came up with the plan to restart spending behind Ketchup. The recent pledge to evoke "Anticipation"-era ad spending is in Heinz's 2006 annual report. The campaign will be created by Cramer-Krasselt, Chicago, a rep said.
Food analyst John McMillin of Prudential Securities welcomed the move. "Advertising is the lifeblood of brands. The lack of it represents a risk for long-term success," he said. "I'm pleased that Heinz is having success with in-store promotions. But you're only as good as your next promotion."
Still, the power of packaging can't be underestimated, said Ghansham Panjabi, a packaging analyst at Wachovia Securities: "When consumers see the Heinz logo on the fridge door every time they open it, it's taking marketing inside homes."
Creative Director: Stephan Ferens
Art Director: Eric Esculier
Ad Blitz, Bottle Design Fuel Debate Over Heinz's Sales
February 12, 2007
By Sonia Reyes
NEW YORK -- Heinz, which has a reputation for overstating planned ad spends, is prepping for July what it calls "one of the largest TV campaigns behind the flagship Heinz Ketchup brand since the 'Anticipation' spots of the 1970s."
But are those ads just a bit of topping? Success from a redesign of the company's red bottle may only fuel the years-long controversy within Heinz over whether the brand—which has a market share near 90%—actually needs any above-the-line action.
In 2004, Heinz pulled the plug on its ketchup advertising completely, spending close to nil on a brand that just two years before saw $25 million in backing, per Nielsen Monitor-Plus.
In place of ads, Heinz relied on in-store promotion and, in 2006, redesigned its bottle. The new model—in the same 48- and 64-oz. sizes—is shorter and fatter than the slender-shouldered shape baby boomers remember from their youth, but it fits into fridge doors more comfortably. Culturally, that move was a potential sacrilege; the bottle is to condiments what Coke's contoured glassware is to soda. But the sales figures suggest that nostalgia may have been trumped by market research that showed the old, easy-to-knock-over vessel was retarding sales.
Working with Product Ventures of Fairfield, Conn., Heinz went into nine consumers' homes and rummaged through pantries, trying to discover how the product was actually used. They found people avoided the larger bottles because they were difficult to store and handle. The new "Fridge Door Fit" shape not only slots into shelves more easily but has a cap that is simpler for children to open.
After the Fridge Door Fit hit stores in June 2006, Ketchup "consumption" went up 78% because shoppers were buying larger bottles, according to Wendy Joyce, director of marketing at Pittsburgh-based Heinz. More significantly, sales jumped 12% to $19 million for the last four months of 2006, according to IRI, in a category that has been fully saturated for years.
By boosting ad spending behind the redesign, Heinz may now be setting itself up for anther internal debate: Is it the package or the ads that most affect sales?
Joyce said packaging innovation is the "core basis of our marketing strategy," adding, "It's a holistic tactic that focuses less on TV and more on the Internet and heavy in-store."
Heinz has gone this route before. Between 1993 and 1995, the company cut its advertising. At the time, it was responding to the newly powerful Wal-Mart, which was demanding Heinz shovel more money into trade promotions. But then Heinz found itself caught in a cycle of price-cutting that threatened to turn it into a low-end brand.
More recently, Heinz CEO William Johnson has been locked in a bitter public fight with one his investors, Nelson Peltz of Trian Partners, New York. Peltz has argued that Johnson has nickel-and-dimed the brand, even failing to spend what he believes would have been about $200,000 to sponsor Nathan's annual hot-dog eating contest, which has no condiments partner.
Johnson, however, has argued that it was he who came up with the plan to restart spending behind Ketchup. The recent pledge to evoke "Anticipation"-era ad spending is in Heinz's 2006 annual report. The campaign will be created by Cramer-Krasselt, Chicago, a rep said.
Food analyst John McMillin of Prudential Securities welcomed the move. "Advertising is the lifeblood of brands. The lack of it represents a risk for long-term success," he said. "I'm pleased that Heinz is having success with in-store promotions. But you're only as good as your next promotion."
Still, the power of packaging can't be underestimated, said Ghansham Panjabi, a packaging analyst at Wachovia Securities: "When consumers see the Heinz logo on the fridge door every time they open it, it's taking marketing inside homes."
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