Beech Nut steps up competition with Gerber
FLORIDA, N.Y. Beech-Nut has announced a challenge to competitor baby food maker Gerber: a line of specially-crafted all-natural baby and toddler foods called Let’s Grow! Nineteen new Let’s Grow! products, including a toddler cereal, seven-grain nibbles and whole grain yogurt nibbles, will be debuted with a TV, print and direct mail ad campaign, the company said.
Beech-Nut’s new line will branch out to also include toddler food, company spokespersons said. This addition is part of the company’s strategy to retain parent-consumers past their children’s infancy.
Beech-Nut company officials have said that the product launch will be the biggest in company history. According to a report released by Nielsen Monitor-plus, Beech-Nut spent $4.8 million advertising its baby food line in the United States in 2007. Through June, Beech-Nut has spent $2.3 million on advertising this year, reports said.
Eagle Snacks plans its own ‘welcome back’ party with contest
CHICAGO The new ownership of Eagle Snacks, famous in the 1970s for in-flight honey roasted peanut and pretzel snacks, has announced a return to snack aisles and a sweepstakes featuring a family vacation.
Connecting with the American Eagle Foundation, Eagle Snacks, owned by Reserve Brands snack company, will launch the “The Bald and the Beautiful” sweepstakes where participants are called upon to vote for top bald-headed celebrities and prizes for the sweeps include Eagle Snack products and one family getaway.
Consumers can vote at www.enjoyeagle.com enter by naming a favorite bald celebrity by Nov. 6. Five celebrity finalists will be selected, where one entertainer will be named, after a consumer vote, the official Bald and the Beautiful winner. The top prize includes a trip for one family to Eagle’s Ridge Resort in Tennessee, tickets to Dollywood theme park and other exclusive Eagle gifts.
Chief executive officer of Reserve Brands, Scott Lazar, who acquired the licenses for Eagle Snacks in 2005, has been pitching sales to retailers since 2007. In addition to reintroducing pretzels and honey roasted peanut snacks, Eagle is also launching new items Poppers and Bursts. At press time, around 4,000 stores across the United States have made plans to sell Eagle Snacks.
Coke Zero becomes Coke ‘0-0-7’ for James Bond promotion
LONDON Coca-Cola Great Britain is briefly changing the name and image of Coke Zero to Coca-Cola Zero Zero 7 for a promotional partnership with with Sony Entertainment to bolster the hype of the latest James Bond film, “Quantum of Solace.”
Additionally, the bottles of the beverage will be revamped to feature photos of leading actor Daniel Craig, the Coca-Cola Zero Zero 7 and ‘0-0-7’ logo.
Coca-Cola Great Britain’s brand director, Bobby Brittain, said in a news release, “We’re delighted to be involved in this exciting project. The new edgier Bond persona is the ultimate embodiment of the Coke Zero brand personality, and is expected to deepen the brand’s engagement with its core target audience of 20-something men.”
The Coca-Cola Zero Zero 7 package and bottle-redesign marketing campaign was the brainchild of Amsterdam-based Wieden & Kennedy. It will run globally for two months.