After Special K success, Kellogg may spend more on online marketing
CHICAGO Kellogg Co. has said that since its Special K brand marketing has been so successful on the Internet that it could put more advertising dollars towards its online presence.
Company officials have described the effect of online messaging as “obviously very encouraging,” and hope that the marketing of breakfast cereal Special K will “drive stronger adoption across the business.”
The latest campaign for Special K calls for consumers to take “the Special K challenge”—that is, to eat at least two bowls of Special K cereal per day. Dieters are encouraged to do so for a few weeks in order to drop a full clothing size.
In 2007, Kellogg spent more than $1 billion on advertising. The company said that it will spend even more this year, including an extra $300 million specifically earmarked for promotional marketing. In the course of the past year, Kellogg has been credited with maintaining its advertising spending, despite fiscal challenges from a limping economy and skyrocketing commodities costs.
On the Web, one Special K site helps dieters by providing specialized meal planning. There are also sign-up fields for a Yahoo e-mail group, workout tips from a personal trainer, advice from a nutritionist and a link to Amazon.com.
Anheuser-Busch’s creates 9th Street Beverages non-alcoholic subsidiary
ST LOUIS In an attempt to “establish a clear separation between the beer business and the non-alcohol business,” Anheuser-Busch stated Tuesday it has created a non-alcoholic subsidiary specializing in energy drinks and high-end waters.
That 9th Street Beverages subsidiary, which will include such brands as 180 Energy, BORBA Skin Balance Water, Icelandic Glacial and Monster, will have its own leadership structure for non-alcohol decision-making and sales and marketing personnel focused solely on marketing and expanding distribution of non-alcohol products.
David English will serve as vice president and general manager; Brian Belobradic, vice president of sales and Tom Burkemper, director of marketing.
The company stated that sales teams have been hired in major cities nationwide to focus on growing the non-alcohol brand portfolio in alcohol-licensed accounts as well as in non-licensed accounts and with A-B’s wholesalers.
Sales performance for A-B’s non-alcohol portfolio is up 77 percent this year, according to Anheuser-Busch, but the company still sees opportunities in gyms and health stores. The new subsidiary also is working on new “energy, specialty and new age product concepts.
Anheuser-Busch debuted its first non-alcoholic drink with 180 Orange-Citrus Energy Drink in 2001.
Supervalu debuts ‘Culinary Circle’ food line
MINNEAPOLIS Supervalu has launched a new line of “restaurant quality” foods it’s dubbed ‘Culinary Circle.’
The new brand launched this week at all Supervalu banners including Albertson’s and Jewell-Osco. The brand debuted with 150 items across a wide range of categories including deli, bakery and frozen foods. It also features ready-to-go meals, appetizers and gourmet pastry and desserts.
The company said Culinary Circle is targeting consumers who are cutting back on eating at casual-dining restaurants as they try to save money. Supervalu executive vice president of merchandising and marketing Duncan MacNaughton said the line aims to “recreate the casual restaurant experience.”