A classic in search of its former glory

Article Abstract:

The makers of Cracker Jack are looking to restore the popularity of this classic American snack. Frito-Lay, a division of Pepsico which recently aquired Cracker Jack from Borden Foods, will attempt to revitalize the famous peanut and carmel corn snack. Their strategies include everything from ad campaigns geared specifically towards children, to an increase in number of peanuts per box. Frito-Lay has also done market research on the prizes that they include in the boxes, hoping to grab more consumers with exciting prizes. Product placement will also figure in the campaign, with Cracker Jack being stocked next to cookies and crackers rather than with other sweetened or flavored popcorn in grocery stores. With sales down 25% last year, Frito-Lay hopes that these plans will rejuvenate product which has been a part of American culture for nearly a hundred years.

Comment:

Frito-Lay works to bring up sales of Cracker Jack

Market information - general, Frito-Lay Inc., Article, Cracker Jack

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Can Teutonic qualities help Beck's double its beer sales in six years?

Article Abstract:

Saatchi & Saatchi has brewed up a new ad campaign for Brauerei Beck & Co. to recapture the American beer drinking consumer. Beck's Beer sold 7.4 million cases last year, but in 1990 the brand sold 8 million cases. The German beer maker wants to double those sales. The ad agency created ads that poke fun at Germans, with lines like, "Germans don't do laid back. They do beer," for American TV, radio, print and billboard media. The new ads should set Beck's apart from Heineken which also comes in a green bottle.

Breweries, Malt beverages, Television, Advertising Activity, Account Activity, Beer & Ale, Print Media, Design/Copy, Out-of-Home Advertising, Radio, Brewing industry, Beer, Brauerei Beck GmbH und Co., Saatchi and Saatchi Advertising Worldwide

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Snackwell's tries to forge link between its products and mother-daughter relationships

Article Abstract:

A mother-daughter relationship should prove to be a stronger bond than a 50-cents-off coupon transaction would be. RJR Nabisco's Snackwell's brand is counting on that as it embarks on the mother-daughter theme promotional campaign, just in time for Mother's Day. Besides the redirected promotion, the products also taste better since the company overhauled its recipes.

Comment:

New promotion and new taste should help revive the brand

FOOD AND KINDRED PRODUCTS, Snack foods industry, RJR Nabisco Inc., RJR

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