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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Snack company partners with Canadian Olympic Committee - Food In Canada

Snack company partners with Canadian Olympic Committee - Food In Canada | Marketing in Motion | Scoop.it

Mondeléz Canada and the Canadian Olympic Committee have announced a four-year partnership, which will launch in time for the Winter Games in Sochi

 

Joachim Scholz, PhD's insight:

By Karen P. Page:

 

Mondeléz Canada, which brands include Cadbury, Dentyne, and Christie, became an official sponsor of the Canadian Olympic Committee in November 2013.  Using Canada’s Olympic Team as the tool, Mondeléz Canada launched a public relations (PR) campaign, utilizing several strategies to obtain favorable publicity, promote select products and appeal to the Canadian market. 

 

Distinctive packaging for Mini-Chips Ahoy, Oreo cookies, Maple Leaf cookies and Ritz crackers were linked to the Olympics.  The packaging included: the official COC symbol; treats strategically placed upon ribbons to represent medals; and a maple leaf imprinted on Oreo and Ritz.

 

The campaign also made effective use of social media. Television integration with Canada Broadcasting Corporation prominently featured two animated mascots, Pride & Joy. There were live communications via Twitter and Facebook.  An interactive app was available for download on iTunes, Google Play or www.prideandjoy2014.ca.  The app provided users with updates and chances to win a variety of prizes, including a trip for two to Russia to watch the Men’s Gold Medal hockey match.  Mondeléz Canada also committed to donating $1, with a maximum of $50,000, to the COC for every download, thereby inviting Canadians to feel as though they were supporting the Canadian Olympic team.

 

The campaign was a PR success.  It appealed to the Canadian market’s “pride & joy” and afforded the opportunity for the public to support Canada’s athletes.  It provided excellent packaging and, through social media and traditional advertising, effectively linked the brand with the Olympics. To have improved upon the campaign, Mondeléz Canada should have further promoting the donation to the COC and announcing the grand prize winners. Publicity surrounding both events would have confirmed Mondeléz Canada’s commitments and served as a capstone opportunity to further promote their brand and Olympic sponsorship.

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Excessive packaging dangerous, frustrating for consumers: Poll - Many consumers consumed with rage about product packaging, CBC Marketplace poll reveals

Excessive packaging dangerous, frustrating for consumers: Poll - Many consumers consumed with rage about product packaging, CBC Marketplace poll reveals | Marketing in Motion | Scoop.it

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From: http://www.cbc.ca/news/business/excessive-packaging-dangerous-frustrating-for-consumers-poll-1.2490047, By Megan Griffith-Greene, CBC News Posted: Jan 10, 2014 5:00 AM ET

 

This article defines ‘wrap-rage’ as “the frustration people feel when trying to pry open hard plastic packaging that seems all but impenetrable”.  A Canadian Marketplace poll indicated 90 percent of Canadians experienced “wrap-rage” with packaging designed to market, showcase and protect products, as well as prevent theft.  Consumers are also increasingly annoyed with the environmental impact of waste generated through excessive and unrecyclable packaging.  One proffered solution was a tax on corporations not using recyclable material for packaging.

 

Who hasn’t experienced ‘wrap-rage’?!?   A broader definition, however, is required. Think of excessive cardboard, twist ties, and plastic which must sometimes be navigated to finally get to our product.  The article mentions these items as a recycling challenge but they were not attributed to ‘wrap-rage’. Numerous twist and zip-ties certainly raise my ire!  Frustration and inconvenience, however, should be usurped by the environmental impact of excessive and unrecyclable packaging. 

 

A tax is proffered as a means to obligate corporations to use recyclable materials for packaging, but the efficacy of a tax is questionable.  After all, those costs would simply be passed on to the consumer. The indirect result may be that the consumer chooses the more environmentally conscious manufacturer because of lower costs, which could, in turn, force corporations to re-examine their packaging.

 

In an era where corporate social responsibility is increasingly important, it is in the best interest of corporations, the environment and consumers if corporations were more environmentally responsible in their packaging.  Using recyclable materials could be a strong marketing tool that does not have to compromise showcasing and protecting products.  Reducing ‘wrap-rage’ associated with accessing the manufacturer’s product and addressing concerns about the environmental impact of non-recyclable packaging would benefit all and, ultimately, be an excellent marketing tool.

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Jess Ojeanto's curator insight, September 22, 11:20 PM

agregar su visión ...

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Minimalist effect in the maximalist market ~ ANTREPO BLOG / A2591

Minimalist effect in the maximalist market ~ ANTREPO BLOG / A2591 | Marketing in Motion | Scoop.it

Our last project is about simplicity and we try to find alternate simple versions for some package samples of the international brands. We think almost every product needs some review for minimal feeling. 

Joachim Scholz, PhD's insight:

Does the latest product design trend of minimalism extend to product packaging and labels? This webpage puts this question to the test, simplifying the packaging of iconic brands.

 

Interesting food for thought (nutella - yum!), and also maybe for a good discussion in an IMC or CB course.

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margot ferri's curator insight, November 26, 2013 8:09 AM

Minimalist makes impact! 

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Packaging design: 45 inspirational examples | Packaging | Creative Bloq

Packaging design: 45 inspirational examples | Packaging | Creative Bloq | Marketing in Motion | Scoop.it
Packaging is something we're bombarded with on a daily basis. So creating an eye-catching packaging design that can be reproduced for years is a real challenge, especially with many companies now wanting to create biodegradable or renewable packaging. Now more than ever, packaging design matters.
Joachim Scholz, PhD's insight:

The packaging can do so much more than just protecting the product. It can inform, enchant, and excite. This blog shows you 45 examples of how a good package design can contribute to the overall value proposition of a product. So enjoy and look through them, remembering that the first P (yes, it is "product") has more room to play with than we often assume.

 

As a bonus, the student who showed me this page (thanks Paul!) also gives a summary of another article that explains what consumers look for in packaging:

1) Eye-Catching Appearance.

2) Well considered design, and aesthetically pleasing shape and colour.

3) Functionality; closure mechanism, portioning, see-through window, etc.

4) Innovative; novelty has exceptionally strong appeal.

5) Material; cardboard is often the material of choice for customers, it is easy to stack, and environmentally friendly.

6) Efficient communication; easy, informative messaging on products.

7) Multisensory appeal.

8) Appropriateness; packaging is of the same quality as the product. 

9) Value; product in classy packaging are popular among consumers. 

10) Additional Benefits; being able to use the packaging for something else afterwards.

(http://www.interpack.com/cipp/md_interpack/custom/pub/content,lang,2/oid,7773/ticket,g_u_e_s_t/~/Product_packaging_plays_an_important_role_in_the_marketing_mix.html)

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Yasmina @Zetes's curator insight, February 20, 6:16 AM

A good manner to differentiate your product offering!

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Tropicana Orange Juice Waste $35 Million on their New Marketing/Packaging Failure

After consumers complaints, Tropicana ditches their $35 million Packaging and Marketing Failure
Joachim Scholz, PhD's insight:

This clip details the PR desaster when Tropicana dared to change its iconic packaging of their orange juice. You know, the straw coming straight out of the orange. 

 

On e level his is a good example how consumers are more empowered today with social media, how they are able to immediately voice concerns and make complaints, and how companies can listen to these conversations (or rather angry outcries, in this case) to inform their marketing.

 

On a different level, this clip demonstrates how hopelessly misused marketing terminology is these days at CNN. Subliminal? I don't think so! And what is wrong with this "expert"??

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