Shopper Marketing - December 2013 - (Page Cover1)
Vol. 26, No. 12 * December 2013
MOUNTAIN VIEW, C ALIF. - Mir
Aamir, formerly president of
customer loyalty and digital
technologies at Safeway Inc.,
has joined Coupons.com Inc.
as chief financial officer and
officer. In addition to overseeing all financial
functions, Aamir will lead the
company's operations and the
international business. A 2013
Path to Purchase Institute/Shopper Marketing Hall of Fame inductee, Aamir helped establish
and lead Safeway's "Just for U"
digital marketing platform,
which takes advantage of the
retailer's loyalty-card data to
deliver personalized offers. His
prior experience includes time
with A.T. Kearney and Procter
Lewis Moves to J&J
NEW B RUNSWICK ,
N.J. - Joh n son & Johnson
has lured Alison
at the Coca-Cola Co., to be
global chief marketing officer of
its consumer companies.
Focus on Trial
SEE PAGE 12
Integrated campaign moves past
education to sampling, coupons
and a money-back guarantee
By Dan Ochwat
WAYZATA, MINN. - Having already run several campaigns to educate consumers about its Truvia natural
sweetener, Cargill launched a new effort in September that pushes consumers to experience the product. The campaign is supported by a money-back
guarantee and Truvia's largest in-store push to date.
Mark Brooks, global business director for Truvia
Consumer Products, says this new campaign, which
will run through the second quarter of 2014, required a heavier push at the shelf. "We have probably
doubled the weight of our marketing media mix at
store vs. previous years."
Truvia was introduced in 2008, and early marketing focused mainly on the stevia plant (of which Truvia is made). But ongoing consumer panel research
and shopalongs helped show that the sugar/sugar
substitute category is very "low involvement," Brooks
says, often housed in the low-involvement baking
aisle. "So we'll really be pushing shopper marketing
through," he says. "When you get to the aisle, there
will be many more retail demos than we've ever done
See Truvia, Page 8
Meyer Corp. Bakes
With the 'Cake Boss'
New product line leverages celebrity,
brings excitement to conservative category
Retail Intimacy, Part 5
The series finale focuses
on successful CPG initiatives
at Dollar General.
By Michael Applebaum
VALLEJO, CALIF. - Through a licensing agreement with
Discovery Communications, cookware manufacturer Meyer Corp. recently launched a bakeware
line that leverages the popularity of TLC reality series
"Cake Boss." The Cake Boss-branded products are being sold at craft stores, department stores and mass retailers nationwide, including Michaels and Walmart.
According to TLC research, "Cake Boss" viewers
are more likely than the average female consumer to
bake for fun. Given that insight, Meyer (which also
licenses Rachael Ray and Paula Deen products) saw
an opportunity to bring some excitement to the typically conservative bakeware category. "Cake Boss"
star Buddy Valastro worked closely with Meyer on
Big Data, Part 2
A two-part series examining
how data can translate into
Design of the Times
The spotlight shines on the
contest's Platinum and Best of
the Times winners.
See Cake Boss, Page 10
More in Store.
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Shopper Marketing - December 2013
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