cold pressed juices

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A lot of money is going to change hands very soon in the ad industry because of McDonalds rearview mirror planning. Lately, they’ been doing some sideview mirror planning and one could say, with the introduction of salads a few years ago, they were looking beyond the dashboard to the future, but mostly they have looked backwards. Laurels canyon.

Just as Coca-Cola knew a time would come when high-fructose corn syrupy drinks would be seen as unhealthy and share would decline, McDonalds knew a better-for-you-food offering was in the offing. So they introduced salads, made the deep fat fryer less toxic, extended revenue with coffee (an off-piste fix), and reduced the salt on the fries. The freight train was still coming though. All the Millennials you see running around the lake or the park? They are drinking cold pressed juices and Instragram-ing the pics. They’re wi-fing pics of their Mediterranean Veggie sandwiches at Panera. The new generation of fast food buyers is trying to eat better as are their parents.

So while McDonalds was not trying to create a healthier, tastier new burger (veggie?, soy?, buffalo?) or the next branded healthy fast food, other QSRs have taken .2% of same store sales.

The new CMO has done some smart things, no doubt: flattened the organization, faster service, brought in some new ad muscle, but it’s product innovation that is lacking. They will fix it. It is just too bad it took a smack in the nose to wake up. You gots to look beyond the dashboard. Peace.

 

 

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coke

Sales of the Coca-Cola Company dropped 3.6% this quarter. It seems the tide has turned.  The global sugar water growth that offset the diminished appetite for Coke in the U.S. has brought Coke’s growth back to earth. Pepsi saw this sales ding years ago. Coke has been getting into the healthier-for-you businesses for a while now but it looks as if they must really redouble their efforts. Healthier-for-you is the future.    

Big data will help Coke figure out where lost sales are going. Big data, used by CMS (Center for Medicare Services), will also show where unhealthy eating and drinking habits are happening. And by sharing this information with doctors and insurance companies it will pave the way for incentives for consumers to eat better. Much the way insurance costs go up for smokers. Gonna happen.

When you are Coke and your sales are off 3.6%, you need to “refresh” your thinking. (I smell a cold-pressed juice purchase in the near future.)

Pepsi is holding its own by dialing up salty snacks. What’s the opposite of healthier-for-you?

Now is the time. There should be and will be a marketing investment shake up in Atlanta. And “happiness,” the Wieden+Kennedy campaign?  Not likely to make it in its current form — not in this climate.

Peace.

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When talking about social media programs to clients I tell them “be interested in what your customers are  interested in.”  Of course, these interests have to align with their brand strategy (1 claim, 3 planks). Yesterday I was looking at some Instagram photos of Love Grace cold pressed juices and admired how they pointed to a blogger sharing a number of yoga poses.  I haven’t written a brand strat for Love Grace, but feel what they are doing. And I’m sensing the neighborhood they’re living in. 

When a company owns a space, owns an idea in the customer’s mind, and they choose to not always sell product, customers relax around them.  This constant need to sell reminds me of going to a party and talking to a car salesman who is always “on.”

I’ve been trying to get close to PC Richard and Sons, a huge retailer in NY, who knows a thing about selling.  They have a marketing dept. and a dedicated social media group. They’ve even hired a social media agency, I suspect. But they don’t have a visible brand strategy they follow when it comes to social. Their’s is a tactics-palooza plan. Unlike Love Grace, PC Richards & Sons talks about promo, price and service. That’s not a plan. That’s the category.

If you understand what your customers care about and use social media to prove you also care about those things – and if those things put deposits in your brand bank, you are using social the correct way. Peace.

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In my blog I try to not be political.  I save that for Twitter. If my political underwear is showing today, forgive me. I have a thought about moving the Affordable Care Act forward…helping insure many of the uninsured, focusing on preventative health care, and lowering overall cost.

It was reported today that the Californian insurance Exchanges are cranking. The especially good news is that the about 1 in 4 new signees are of the age between 18-34: part of the demo that is the healthiest and that will make the economics work better for other age groups.

Here’s the marketing idea.  Target Millennials and make them early adopters. Many Americans have what I call Peter Pan Syndrome and would love to be forever young. Great grandmas on Facebook. Boomers with Fitbits. Xers drinking cold pressed juices.  We follow the younger because they are in tune with what’s next.

If we create a flow of adoption among Millennials ahead of the rest of the market, and they do so for all the right reasons, perception among other age groups will chance.  Especially if they are taking the moral high ground. (Underwear, sorry.) Millennials care more about the planet, they care more about sustainability, on average they are less xenophobic.  Should they lead the way — even at the cost of opening their own smaller pockets — the floodgates will open. They will, they shall, and whoever is marketing these plans should target them. Peace. 

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