Beam Suntory is reaffirming Effen Vodka's relationship with performer 50 Cent after an Instagram post by the rap artist led some to speculate that he had parted ways with the brand. The rapper initially partnered with the super-premium vodka brand in 2014.
The news that Amazon is entering the growing meal kit market was among this week's most-clicked food and beverage stories, and news that McCormick is planning to acquire Reckitt Benckiser's food unit also ranked high. General Mills showed up twice on the week's top 10 list, with news that the firm is debuting Cinnamon Toast Crunch Bites in the frozen food aisle and an article about how the company grew its e-commerce business by 60% last year both ranking high with readers.
Anheuser-Busch InBev has purchased Hiball, which produces nonalcoholic sparkling water and energy drinks, increasing the brewing firm's growing alcohol-free portfolio. AB InBev also produces and distributes Starbucks' ready-to-drink line of Teavana teas.
US sales of cold brew coffee rose 80% over a one-year period, based on data compiled in February by research firm StudyLogic. "It has created a new part of the day accessible to coffee for consumers and companies," said Ric Rhinehart, executive director of the Specialty Coffee Association.
Marketing leaders give their advice on how to achieve personalization at scale, including Demandbase's Peter Isaacson who advises using templates. Vyze's Keith Nealon says personalization relies on having a genuine understanding of customer segments, and Pulse's Ricky Abbott recommends using tools like Terminus and Optimizely.
The Association of National Advertisers' Bob Liodice and the Entertainment and Media Industry Group's Doug Wood take a detailed look at what's happened in the industry since the ANA's groundbreaking report on transparency that was released a year ago. The pair describe what brands should examine when conducting internal investigations and third-party audits into transparency, and advise that current agency contracts are subsequently renegotiated and that transparency is an integral feature in any future agreements.
Integrate's Jeremy Bloom writes about starting the SaaS company, which provides a platform to centralize marketing software for B2B marketers, and how its success has been driven by focusing on helping its customers to achieve their goals. "We're simply obsessed with customer success," he writes.
Hershey's rolled out its new Cookie Layer Crunch bar nationally on Facebook with three types of creative and content that could then be expanded across social media. The brand created a 20-second teaser Facebook spot and live streamed a spoof product launch from Times Square, and the campaign overall resulted in a 20-point lift in ad recall, per a Nielsen Brand study.
Retargeting consumers with dynamic video boosts click-thru rates by 74% and increases return on investment by 49%, according to Treepodia. Jewelry and gift brands experience a 100% increase in both ROI and CTR by using the tactic, the research found.
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