| February 20, 2013 | News for the confectionery industry |
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| Market Trends |  |  |
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- Snickers extends "Hungry" campaign with coupons
After featuring fake advertisements for wacky items in Snickers print ads starring Jerome Bettis and Joe Theismann, Mars is offering real coupons for non-candy products. The first set of ads aims to demonstrate the "You're not you when you're hungry" tagline with unlikely endorsements, such as a coupon encouraging men to take 20% off of ProFlowers if their hunger made them say something they regret. The creative is "a way for us to talk to men in a way they'll say, 'That's me,' have a chuckle and get rewarded with a discount," said Roy Benin, Mars Chocolate North America's chief consumer officer. The New York Times (tiered subscription model)
(2/19)     
- Kraft Foods shifts focus to fewer, bigger launches
After spinning off its global snacks business, Kraft Foods is seeking to regain its innovation mojo. The company is focusing on creating a can-do culture that produces fewer products and puts more resources into "big bets", such as Cool Whip frosting and a Kool-Aid version of MiO due out this year. "We understand our obligation to innovate and contemporize. This is not your father's Kraft," CEO Tony Vernon said. Forbes
(2/19), The Wall Street Journal
(2/19)
- Honey Maid Grahamfuls site encourages creativity
Mondelez International's Honey Maid Grahamfuls is operating a website called Made Co. that turns children's ideas into real-world rewards. The website by agency Droga5 takes winning graham-cracker inspirations, such as a 14-year-old's flavor-inspired fashion line, and realizes the idea. Upcoming story-writing and character-design contests will end with family trips as prizes. Mondelez International Senior Marketing Director Gary Osifchin says the soft-selling site encourages creativity, rather than just consumption. MediaPost Communications/Marketing Daily
(2/19)
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