PepsiCo allocates GOP tax plan savings to e-commerce, digital investments

PepsiCo announced that it will invest some of the millions of dollars it is saving from the new GOP tax plan into adding new e-commerce and digital capabilities to become more competitive, according to a company statement regarding its Q4 earnings.

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E-commerce is a $1 billion business for the company, Business Insider reports. Impulse buys make up for 30% of all beverage purchases, which is causing analysts to worry that soft drink companies are unprepared for the growth of e-commerce.

PepsiCo reported Q4 net revenues totaling $19.5 billion. The company is also planning to invest its tax savings in worker training, cash returns for shareholders and $100 million in employee bonuses.

Dive Insight:
For PepsiCo, e-commerce could boost its existing digital recipe strategy. The company’s website has a landing page dedicated to recipes that includes some its products as ingredients, such as Pepsi Jerk Chicken and Pumpkin Dip. PepsiCo also recently ran a Super Bowl promotion, “Game Day Grub Match: Athlete Face-Off,” in which featured three former NFL players competing in culinary competition using the brand’s ingredients, such as Doritos to Tropicana, Sabra hummus to Naked Juice, Tostitos to Quaker Oats. Giving consumers a way to easily order ingredients for recipes that appeal to them could make sense as more consumers research meals online and look for ways to simplify grocery shopping.

A number of national brands have also started to look to e-commerce as a way to test interest levels in new products before introducing them in stores and to offer their biggest fans limited-edition items. Mondelez’s Oreo has been one of the most active in this area.

Read more at Marketing Dive: https://www.marketingdive.com/news/pepsico-allocates-gop-tax-plan-savings-to-e-commerce-digital-investments/517051/

Pizza Hut Taps Terrell Owens For Pre-Game and Live Stream Ad

Former NFL wide receiver Terrell “T.O.” Owens is pushing Pizza Hut’s Hut Rewards loyalty program in an ad to run during NBC’s pre-game Super Bowl show and the in-game live stream.

Last week, the pizza chain unveiled a video and social promotion, featuring retired NFL pro Devin Hester, driving consumers to join the loyalty program before the game’s kick-off. The incentive: Members will be eligible to win free pizza if Hester’s record for the quickest SB touchdown (14 seconds into a game) is broken during SB LII.

Today, Pizza Hut pre-released the Owens ad, which also promotes the chain’s claim that Hut Rewards is the “faster way to earn free pizza” because of how the rewards program is structured (unlimited points and a free two-topping medium pizza for 150 points).

Both the 30-second version (below) and a a 15-second version will air during the pre-game show, of which Pizza Hut is a sponsor. The 30-second version will also air during the live stream of the game.

The brand will also push the “faster free pizza” message through cutdowns and clips featuring Owens on Facebook, Twitter and Instagram, digital banner ads, and its site’s homepage.

The Super Bowl is the biggest day of the year for major national pizza brands, and pre-game—the hour before kick-off—is peak ordering time, according to Pizza Hut, which expects to sell more than 2 million pizzas during that window.

Pizza Hut generates more than half of its orders (year round) through digital channels, including apps, Pizzahut.com, Twitter and Facebook chatbots, and Amazon Echo.

from Media Post: https://www.mediapost.com/publications/article/313633/pizza-hut-taps-terrell-owens-for-pre-game-and-live.html

Kraft to build Super Bowl ad in near real-time on game day

Kraft is giving families an opportunity to appear in the brand’s first-ever Super Bowl ad by sharing photos of their game-day activities on social media, Anne Field, director of brand building for Kraft, told Marketing Dive in a phone interview. The content will be reviewed in real-time to create a 30-second spot scheduled for the second half of the game.

A push across social, digital and broadcast media kicks off today, Jan. 29, and continues through Feb. 4 to make consumers aware of the opportunity. Additionally, a pre-game TV ad will air before kickoff inviting participation. For a chance to appear in Kraft’s Super Bowl commercial, families can share photos and videos on game day between 6 a.m. and 8:30 p.m. ET via Twitter or Instagram with the hashtags #FamilyGreatly and #KraftEntry.
The Super Bowl effort is the next stage in Kraft’s new Family Greatly platform, which was introduced in December and brings together all the products bearing the Kraft brand under one umbrella. The new unified strategy is rolling out across all marketing materials this year.

Dive Insight:

Kraft is going for a feel-good emotional connection with Super Bowl fans via a campaign about coming together as a family — however you want to definite what constitutes a family — to enjoy shared experiences like watching the biggest football game of the year or eating macaroni and cheese. Crafting the ad in near real-time from viewers’s photos and giving fans a chance to be in a Super Bowl ad that could be viewed by 11 million people is likely to build anticipation for the ad, ensuring people stick around to watch during commercial breaks.

“The goal of the Super Bowl campaign is to demonstrate our purpose by giving the stage to families and build that emotional connection with a big gesture,” Field told Marketing Dive.

“No matter how you define family, whomever you choose to celebrate game day with is great. We are happy to see videos from all kinds of homes and parties across the country,” she said.

Read more at Marketing Dive: https://www.marketingdive.com/news/kraft-to-build-super-bowl-ad-in-near-real-time-on-game-day/515702/

How food, beverage brands are going digital to improve the customer experience

Retailers and brands convened in New York City last week to experience the National Retail Federation’s Big Show, and once of the biggest topics on attendees’ minds was technology. From automation to personalization to social marketing, the growing importance of technologyin the shopping experience was definitely top-of-mind for retailers and brands, including those in the food and beverage space.

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Here’s a look at how four food and beverage brands are incorporating digital tools to improve the customer experience:

Treasury Wine Estates

For Treasury Wine Estates, one of the biggest challenges has been incorporating a digital strategy that reaches today’s connected consumers in a category that doesn’t lend itself very well to digital, Andrea Gonzalez, Treasury Wine’s global IT manager for commerce and experiences, told attendees at Retail’s Big Show. Treasury Wine is a global wine company that sells in more than 100 countries, but the company itself is not a household name. With wine brands including Beringer and 19 Crimes, the company is a household name at the brand level, which is a unique position that can be challenging, she said.

In the wine category, selling to digital consumers is very complex due to legislation, growth in the category, increasing competition and other factors, Gonzalez said. And the fact that wine isn’t a necessity for consumers presents another unique challenges for companies like Treasury Wine.

“That makes it even more important to consider that full consumer journey,” Gonzalez said.

At Treasury Wine, Gonzalez and her colleagues look to their customers and the data they provide for answers to the challenges they encounter. And in the digital realm, the company strives for a customer experience that is truly one-to-one, especially because wine is such an experience-driven market. The key is to provide the most frictionless customer experience possible while still maintaining the “magic” of a personal touch, Gonzalez said.

Treasury Wine looks to the digital experiences it offers to differentiate its brands in the wine category, Gonzalez said.

“Digital has played a great role in our business,” she said.

For example, Treasury Wine build a mobile app for its 19 Crimes brand that allows consumers to interact with the bottles digitally, but in a way that still provides a human touch element. Through the app, consumers can hover over the labels on the wine, and the labels come to life to tell the stories of the different characters and their 19 crimes that make up the personality of the brand. The app has proven to be a success, Gonzalez said.

Stonewall Kitchen

Specialty foods brand Stonewall Kitchen has also turned to digital technology to improve its customer experience, specifically using artificial intelligence to achieve individualized online selling. In a session at Retail’s Big Show presented by executives from cloud computing company Salesforce, Senior Director Nancy Darish talked about how Stonewall is well on its way to achieving “individualization” in its online selling.

“They are using the power behind every single click that their customers make,” she said.

Stonewall uses AI technology to predict what products shoppers are most likely to buy, and the brand serves those products to online shoppers in real time, showing different product results for each shopper. Stonewall’s website prioritizes a mobile-first design, and the search results are both personalized and flexible, Darish said.

And Stonewall’s individualized digital shopping experience doesn’t end when the purchase is complete. Consumers receive personalized messages in their email inboxes following their purchases, so the brand is able to follow its shoppers through their whole purchasing journey and beyond through personalization technology.

“[Stonewall is] utilizing personalization in every point of the shopping journey they can,” Darish said.

Total Wine

For retailer Total Wine & More, digital technology has helped improve the customer experience inside its stores. At Total Wine, good in-store service is key, and Chief Operating Officer John Jordan told Retail’s Big Show attendees that service is much broader than most brands think, and that digital can really enhance that service.

“It includes the overall experience,” he said.

Total Wine has incorporated digital signage and video into its stores, and the video content is a key part of the retailer’s strategy, Jordan said.

“The guiding force of that is storytelling,” he said.

According to Jordan, the digital signage and video content not only gives Total Wine a natural way to offer a placeholder for shoppers when they have to wait for store associates, but it also gives the retailer an opportunity to communicate with shoppers and tell them their brand story in an engaging way. And for Total Wine, telling stories in its stores is a key part of its customer experience.

“Digital works, storytelling is how you can sell,” Jordan said.

Read more at Smart Brief: https://www.smartbrief.com/original/2018/01/how-food-beverage-brands-are-going-digital-improve-customer-experience

Tostitos Taps “The Fresh Prince” sidekick Carlton to dance for your DIY Super Bowl Invite

Tostitos is helping you make your own party invite for the Super Bowl this year–in the style of a Super Bowl ad.

With “The Fresh Prince of Bel-Air” actor Alfonso Ribeiro aka Carlton playing host, the brand is encouraging people to go online and use its digital invite creator to make their own personalized party invitation. Users must enter their name, location and the start time of the party and the tool generates an invite featuring various Super Bowl ad themes, including talking babies, miniature ponies, French bulldogs and feisty old ladies and more–punctuated with Ribeiro’s famous “Carlton dance,” which somehow doesn’t have the charm of the classic GIF.

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If you like how the ad turns out, you can share it–or ask for a remix if you don’t. Tostitos’ agency, Goodby, Silverstein & Partners, was behind the idea.

“Tostitos has always been about getting people together for the Super Bowl,” says Pat O’Toole, senior director of marketing, Frito-Lay North America, in a statement. “The Super Bowl is about so much more than the game itself. People love watching the ads, so this year we wanted to give people the opportunity to create personalized ads for their Super Bowl parties.”

from Creativity-Online: http://creativity-online.com/work/tostitos-super-bowl-party-invite-generic/53596