Shopper Marketing - November 2013 - (Page Cover1)

Vol. 26, No. 11 * November 2013 Mondelez Pilots into the 'Futures' 2014 Hall of Fame Nominations CHICAGO - Shopper Marketing and the Path to Purchase Institute are currently accepting 2014 Hall of Fame nominations. Initiated in 1994, the Hall of Fame honors three consumer product marketing and retailing executives each year for their achievements along the path to purchase. To submit a retail or brand executive for consideration, complete the nomination form at by Nov. 18. Questions? Contact editorial director Bill Schober at bschober@ or (773) 992-4430. Manufacturer starting to see results from its work with mobile startups By Dan Ochwat DEERFIELD, ILL. - At the start of the year, Mondelez International kicked off an unprecedented initiative that paired eight mobile startup companies with nine of its brands. The plan was to run pilots in 90 days. Ed Kaczmarek, the architect of Mondelez's Mobile Futures, had been working with startups for four years. He is director of innovation and emerging technology in the Global Media and Consumer Engagement group at Mondelez but wanted a way to scale the work with startups - make it bigger, faster and have more impact. "And then with the overall program, we're trying to drive an entrepreneurial culture within our organization, specifically with our marketers," he says. "We can train our marketers to think and act like startups. Take more risk with less than perfect information and get to market and evolve and learn." Design of the Times Winners Unveiled CHICAGO - The Path to Purchase Institute announced the winners of the 2013 Design of the Times Awards competition on Oct. 9 during the Shopper Marketing Expo. Nintendo of America's Wii U Interactive Display Program took home the "Best of the Times" award. It was designed by Frank Mayer and Associates Inc. and AGI In-Store. On pages 60-62 of this issue, we highlight a selection of the Gold winners. In the December issue, we will shine the spotlight on the Best of the Times and Platinum winners. For a complete list of winners, visit INSIDE Big Data, Part 1 A two-part series examining how data can translate into shopper success. PAGE 16 E-Commerce, Part 2 A two-part series examining the emerging e-commerce marketplace. PAGE 46 Mobile Content, Part 2 A two-part series examining strategies for reaching mobile shoppers. PAGE 56 See Mondelez, Page 12 Ameeta Jain, Mondelez International Hostess Brands Returns With 'Sweetest Comeback' Integrated effort targets loyal fans as well as newbies months before launch By Chris Gelbach K ANSAS CITY, MO. - After an eighth-month hiatus and consumer fear that they may never return, Hostess snack cakes are back on store shelves. The 88-year-old brand that produces Twinkies and CupCakes has been resurrected by a new company, Hostess Brands LLC. The previous company, Hostess Brands Inc., was liquidated in 2012, and two investment companies purchased the Hostess snack-cake business in 2013. The new company relaunched the products in July with a fully integrated advertising, PR, social media and guerrilla marketing campaign called "The Sweetest Comeback in the History of Ever." "While the brand's historically core customer of moms continues to be very important, the comeback campaign definitely signals a new attitude for the brand and a push to broaden the appeal of the products beyond loyal fans to a younger, hipper audience of 18- to 30-year-olds," says David Leavitt, vice president of marketing. To that end, Hostess engaged consumers prelaunch with billboards and with updates to the brand's Facebook site that included a launch countdown. Street teams canvassed Chicago, See Hostess, Page 11 IN SHOPPER INSIGHTS SEE PAGE 18 ADVERTISEMENT See page 7 for details.

Table of Contents for the Digital Edition of Shopper Marketing - November 2013


Shopper Marketing - November 2013