After health concerns and Food and Drug Administration intervention nearly ended caffeine-and-alcohol beverage Four Loko, the co-founders of parent company Phusion Projects have dropped the caffeine, added a splash of innovation and brought the brand back to shelves. The company has also released a line of new products, including hard iced tea in collaboration with golfer John Daly.
Nissan CMO Roel de Vries talks about the challenges of creating a seamless customer experience both in-store and across digital channels, the impact of technology on the auto industry, and why basic marketing principles remain the same. "You need to understand what drives your consumer and how you can connect what drives your consumer with your brand," he says.
David Spencer-Percival, owner of beverage startup No1 Rosemary Water, wanted to demonstrate the drink's contribution to youthfulness without stepping on regulatory land mines that surround health claims. He decided to market the drink using sleek white bottles, simple copy and a 90-second video featuring the world's oldest working model.
Pure Leaf Tea has installed a pop-up shop in New York's SoHo neighborhood to present an array of tea experiences to consumers through the end of September. The brand is also launching a chef-helmed video series to educate fans on how to build dining occasions around premium tea.
Approximately three-quarters of marketers at small and midsize businesses feel restricted in their ability to share creative assets internally and externally, and only 37% are confident their digital assets are safe, per Bynder. Forty-seven percent of those surveyed said ensuring brand consistency is their biggest concern when its comes to scalability.
Kenshoo announced it will now sell e-commerce advertising, including space on Amazon. Levi Strauss is among the dozen brands testing the feature -- which lets advertisers purchase product displays, sponsored products and headline display ads on Amazon -- supported by search ads on Google, Bing, Facebook and other social sites.
Fifty-five percent of emails are opened on a mobile device, up from 29% five years ago, according to a study by Return Path. Marketers should therefore ensure their email campaigns are fully optimized for mobile, Jess Nelson advises.
Some 40% of marketers would prefer to pay agencies on an incentive basis, compared with only 19% of agencies that would prefer the incentive payment model, per an Advertiser Perceptions survey. The most preferred payment model cited by agencies is a labor-based fee, followed by fixed commission.
Ritz-Carlton Rewards credit card unveiled a sponsored, 360-degree interactive spot on The Wall Street Journal's website. Dubbed "Inside the Moment," it enables users to roam around nine neighborhoods in New Orleans, San Francisco and Miami, homing in on retailers with suggestions for getting the most value from its credit card.
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