Magazine article Marketing

The Week in Marketing

Magazine article Marketing

The Week in Marketing

Article excerpt

- Nom Dairy's ad debut

Yoghurt producer Nom Dairy has launched its first TV ad campaign, which aims to raise awareness of the brand. The six-week push rolled out this week and features people eating the products before uttering the brand's catchphrase 'Mmmm ... Nom Nom Nom'. The ads showcase the brand's range of products, including its Nom Creamy split pots, Nom De-Light Fat-Free and Nom Favourites family four-packs.

- Kraft executives quit

Two former Cadbury executives are leaving US food company Kraft following its pounds 11.6bn takeover of the British confectionery company in January. Tamara Minick-Scokalo, who currently heads Kraft's European chocolate business, is leaving the company for personal reasons. Ignasi Ricou, meanwhile, who ran Cadbury's gum-and-sweet operation in Europe, is set to join a Spanish business. Replacing Ricou is Maurizo Brusadelli, who was a managing director at Kraft, while Patrick Satamian is to fill Minick-Scokalo's role. Satamian was vice-president area director, Middle East and Africa at Kraft.

- Aspall launches juice

Cider manufacturer Aspall is launching its first apple juice product as it looks to tap into what it perceives as a consumer desire for 'genuine English quality products with real provenance'. The product, which is made from 100% pressed English apple juice, was trialled in 100 supermarkets in the south east of England earlier this year. The juice rolls out this month to Waitrose, Tesco and Co-operative stores, as well as online retailer Ocado.

- Clinton Cards' revamp

Clinton Cards is to relaunch its website next week with the introduction of features such as a cardand giftpersonalisation service, in a bid to strengthen its online business. The retailer said it would support the website with an 'appropriate' marketing campaign. It is also installing contactless card-payment technology at 53 of its 700-plus stores, for consumers making purchases of less than pounds 15.

- Mobile firm makeover

Everything Everywhere, the company formed by the merger of T-Mobile and Orange, is to revamp six of its stores as dual-branded shops in the run-up to Christmas. The stores will sell T-Mobile and Orange products, with both brands enjoying equal prominence on the shop frontages. The dual branding will go 'live' in November in various locations, including Tooting, Weston-super-Mare, Dorchester and Bridgend. The company has already rolled out its first co-branded ad campaign.

- NI fills top role

News International has promoted Katie Vanneck-Smith to the role of chief marketing officer. She was previously head of customer direct and will now report to chief executive Rebekah Brooks. Vanneck-Smith replaces Jeremy Schwarz, who lasted only nine months in the role, leaving in September 2009 to join L'Oreal. In a separate development, the media company has revamped its News of the World website, placing news behind a paywall as part of its commitment to boost paid-for content.

- Seven Seas on TV

Seven Seas, the vitamin supplement brand, has launched a pounds 2.3m ad campaign to promote its Pure Cod Liver Oil and JointCare products. The TV ad, Seven Seas' first for five years, uses the endline 'Your body is a temple'. It features an 'average bloke' called Steve taking the supplements to help maintain the health of his muscles, bones, eyes and skin.

- Beck's goes artistic

Beer brand Beck's last week launched two 'live art' billboards in London and Birmingham, to tie in with its ongoing 'Shape your music experience' campaign. …

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