Clorox is refining its marketing approach by cutting back on media spend and fine-tuning its targeting with a focus on YouTube ads and a new influencer advisory council, which will help co-create promotions and offer content insight, writes Kristina Monllos. The goal is to make YouTube and other content "more human, more authentic and less obvious in our approach towards driving demand," said US vice president of Clorox's cleaning division, Magnus Jonsson.
Recent product launches include the first gluten-free line from Campbell Soup's Pepperidge Farm brand with Farmhouse Thin & Crispy cookies in two flavors and the Daily Probiotics yogurt drink line from Stonyfield Organic. Natural Intentions is rolling out Beyond Churros, a line of vegan snack bites, while Two Chicks Jerky is adding turkey in two flavors, as well as a new beef flavor: carne asada.
PepsiCo is introducing the zero-calorie Mtn Dew Amp Game Fuel Zero line in two sugar-free flavors: raspberry lemonade and watermelon, while adding an orange flavor to its original Amp Game Fuel line. "We developed Mtn Dew Amp Game Fuel Zero because our gamers challenged us to create a zero-sugar version," says Nicole Portwood, vice president of marketing for Mtn Dew.
Premier Protein has launched the "Feel Great About Great Taste" campaign for its protein shakes, including an Instagram contest, Amazon partnership, website ads and the brand's first TV ad, says Jennifer Greenberg, Premier Protein's director of marketing. She adds the brand is expanding distribution of its caffeinated drink, Cafe Latte, and preparing breakfast line Premier Protein with Oats for an April debut.
Equipment manufacturer Kubota has created an autonomous tractor prototype, X-tractor, that is a battery-powered, zero-emission vehicle, the company said in a statement. The machine uses artificial intelligence to travel on different types of terrain.
Intel teamed with Oregon blueberry packer Curry & Co. to test the use of blockchain to track berries from the time they're picked in the field. More farmers and food makers are looking to the technology to create transparency and traceability in the supply chain.
Sustainability is actually secondary to aesthetics as the reason consumers opt for refillable containers, says Tom Szaky, founder of TerraCycle. He explains refillable packaging is often more durable and visually appealing, improving the consumer's experience with a product.
Coca-Cola announces it will invest more than $1.1 billion to expand production and distribution in France with facility upgrades increasing the amount of recyclable material used in packaging. The investment will also allow Coca-Cola to introduce more brands, such as Fuze Tea and Tropico, to this market and prepare for its sponsorship of the 2024 Olympic Games in Paris.
Three prepared meal kits featuring chicken and rice combinations will be rolled out this spring under a partnership between Tyson Foods and Instant Brands, makers of the Instant Pot. The kits are built around Tyson's 100% natural chicken and will cook in 20 minutes in the Instant Pot, bringing "a fresh meal to the table that's culinary-inspired, stress-free and fast," according to Tyson marketing director Steve Silzer.
Tribucha's retail network has grown to 1,400 accounts nationwide, Rise Brewing's cold-brew drinks are reaching 2,000 additional stores and Detoxwater is now available in Winn-Dixie, Bi-Lo, GNC and other retailers. Pillars has added 500 accounts for its yogurt drinks, as Cherrish's tart cherry juice has arrived in 250 Safeway and Albertsons stores in the Pacific Northwest.
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