Category: Legacy Brands

What Made Whitewave so Irresistible to Danone?

You probably already know that Danone just acquired Whitewave, the plant-based, non-dairy enterprise. Our office was abuzz over this news, because we had just literally finished our benchmark studies of Whitewave’s Silk and So Delicious. Danone strikes consumer gold Why would a dairy giant be interested in acquiring a non-dairy giant? Because they’re in tune with what consumers want. The non-dairy category was created for people with intolerances. But now these products have become SO mainstream that most of its consumers are choosing plant-based and dairy-free because they believe it’s a healthier option. Sales of “free-from” products like non-dairy...

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Nutella vs. Peanut Butter: Will Nutella’s lead last?

Today’s consumers are getting more and more health conscious. So it makes perfect sense that their favorite spread is… Nutella?! Yes it’s true. And peanut butter brands are waging war. Read on marketers. Because this is a juicy tale of a brand that has withstood the test of federal legal scrutiny and even a public health scare (PSA: no, Nutella does not give you cancer). An I-Factor™ study revealed data that will surprise and inform. Will the love affair last? Regardless, we’ve uncovered some deep consumer insights into Nutella’s rise to Irresistibility. What’s trending? Consumers love a good contradiction....

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Healthy Food Marketing: Walmart’s Quest to Stay Relevant

I like many others, am watching Walmart closely right now. It’s not surprising to see how relentless this legacy giant is about staying relevant. Until Amazon came along, Walmart seemed untouchable. So much so, that brands approached them with reverence and even fear. While there is still a lot of that, Walmart has no choice but to look at Amazon with the same reverence. So Walmart’s watching every move as they try to play catch up to the number one U.S. retailer. Now Amazon is paying attention. As an Amazon devotee, it’s hard for me to imagine Walmart catching...

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Healthy Food Marketing: Reviving Legacy Brands

Can you feel it? Consumers are pulling away from legacy brands. They’re following the lure of newer, sexier brands. The ones that seem to really “get” them,  and make them feel seen and heard. In this crazy, fast-changing environment, the love consumers have for legacy brands just isn’t not enough. Because in I-Factor™ study after study, one thing keeps coming through: This relationship may just be a result of longstanding habit, not a conscious purchasing decision. Although it’s a very common mistake,we marketers can’t assume consumers will love our brand just because they always have.  It’s time to create...

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Healthy Food Marketing: The Battle of The Yogurt Brands

Yogurt is creamy, irresistible, and totally ruthless. That’s right, the yogurt aisle has become a battlefield. Who would have thought little cup of dairy, could be so powerful? Marketers pay attention. There is a smack down going on between Chobani…and well everyone else. First doesn’t mean best This now commoditized category started before Greek was even a thing. Dannon, a 75 year old brand built the category. It was the first branded perishable dairy item to be sold coast to coast in the United States. Dannon introduced the Greek yogurt brand Oikos in 2010 but before that, there was...

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Healthy Food Marketing: An Unlikely Love Story, Millennial Parents and Club Stores

By now you know millennials are obsessed with locally sourced, hand crafted and artisanal brands. So it makes perfect sense that they love… Costco?! It’s surprising and true. Whether it’s Costco, Sam’s Club or BJ’s, the generation that’s redefining shopping and retail “are on the rise at clubs.” So why then, do millennial parents love “clubbing”? Even though millennials are willing to spend more on quality, priorities shift when they have kids. Reality sets in and their budget shrinks to adjust. According to Jeff Fromm, co-author of Millennials with Kids: “there are more than 15 million millennial families in...

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Healthy Food Marketing: What makes a brand truly irresistible?

Chop’t, Aleve, So Delicious, RiteAid, Happy Baby/Happy Tot, Larabars, Polar, Nutella, Baskin Robbins, Goldfish, Snapple. What do these brands have in common? High consumer knowledge and the highest I-Factor™ scores in their category. I love figuring out what makes a brand irresistible. It’s not just cool (which it is), it’s crucial. It’s information a brand absolutely needs to survive and grow in this crazy digital age. And it’s why we created I-Factor™. I-Factor™ is a revolutionary brand-building tool that digs into the three dimensions of the unique relationship consumers have with brands right now. We’ve done 60 proprietary studies...

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Healthy Food Marketing: Legacy brands can learn from Entrepreneurs

Everything about consumers and brands is changing. The way we communicate, the way we shop, the way we spend our time and our money.   We live in an age of Uber, Airbnb and Amazon. It used to be Yellow Cab, Marriott and Walmart. The times they are a changing. This is the season of the start-up. It’s the era of the entrepreneur. So what does that mean for the legacy brands that have been around forever? They need to find a way to survive in this crazy digital age. And they need to do it quickly because consumers...

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Healthy Food Marketing: How Juice went from Hero to Villain.

There was a time not too long ago when we looked to brands like Tropicana and Ocean Spray to add nutritional value to breakfast.   Fast-forward to today where these brands have become villainized due to the high concentration of sugar.   It’s interesting to see how the perception of juice has shifted from really healthy to really unhealthy. So how did we get to this place? When concerned consumers and organizations attacked these brands exposing the high levels of fructose in our favorite juices, consumers began to wonder if they should be drinking so much of it. The...

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Pet Food Marketers: Simplify the Overwhelming Process of Choosing A Healthy Food Brand For Parents

Being conscious of what we feed our children doesn’t stop with our biological kids. Many pet parents struggle to choose the healthiest food for their new pets. Fear of choosing the wrong food is real, and unlike choosing for our kids, choosing for our pets isn’t as clear-cut. Pet parents look to recommendations from vets and friends, and independent research to decide on brands. Marketers who understand how to guide, inform and reassure at the many different touch points can make early connections with consumers who are committed to providing pets with a happy and healthy life. The New...

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