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Study: Online marketing drives 21% in-store sales lift

BY Michael Johnsen

RESTON, Va. — Online marketing campaigns contributed to an in-store sales lift of 21%, according to an analysis of multiple consumer packaged goods online ad campaigns that was released Tuesday by ComScore and DunnhumbyUSA.

According to the report, 5-of-every-6 online campaigns generated a positive sales lift among exposed households. Approximately 70% of campaigns generated a double-digit sales lift, and more than 40% generated lifts of at least 30%.

"Effective advertising has always been about increasing awareness, favorability and purchase intent in order to increase in-store conversion," stated ComScore chairman Gian Fulgoni. "After several years of conducting advertising effectiveness research for [consumer packaged goods] brands, we are learning how digital campaigns can lift sales in retail stores. It’s now clear that online ad campaigns should be an integral part of any CPG marketer’s integrated communications strategy."

"The ComScore DunnhumbyUSA research highlights the potential impact of an integrated, customer-driven approach across channels," said Matthew Keylock, SVP new business development and partnerships at DunnhumbyUSA. "With these results, we are one step closer to a more comprehensive understanding of what motivates shoppers to buy and how online advertising can play a significant role along the path to purchase."

Retail sales were measured by analytically linking the permission-based ComScore panel of 1 million U.S. Internet users to their anonymous loyalty card in-store purchase data provided by DunnhumbyUSA. Analysts determined the impact of online advertising campaigns by comparing the in-store brand buying of households exposed to online advertising with that of households not exposed.

"Based on these results, the power of purchase-based ad targeting is clear," Fulgoni said. "By delivering a relevant and persuasive message to the appropriate consumer segment, brand buying at retail stores can be increased substantially. It’s clear that the level of accuracy in reaching a brand’s consumer target that is possible with the Internet can drive [return on investment] several times higher than what can be obtained using traditional media channels."

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M&Ms, CandyRific sweeten up rock ‘n roll with musical candy

BY Melissa Valliant

CandyRific has “chord-inated” with M&Ms to bring candy-lovers Rockstars, a new line of music-making candy starting Jan. 1.

The line offers two options: “Red” M&M playing the guitar and “Blue” playing the saxophone. The packaging plays music and contains a fun-sized bag of M&Ms chocolate candy in the base. M&Ms Brand Rockstars are available at the start of 2012 for a suggested retail price of $5.99.

CandyRific and M&Ms Brand previously teamed up to sell seasonal products and the “Star Wars” novelties featuring M&Ms characters like “Red” and “Blue.”

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Dr Pepper introduces new Dr Pepper TEN, man-centric campaign

BY Rozanne Gelbinovich

PLANO, Texas — Dr Pepper has announced the launch of Dr Pepper TEN, a new line that delivers the taste of regular Dr Pepper but with just 10 calories. The catch is, it’s for men only.

Designed specifically to target men who want a lower-calorie option without the "diet" stigma, Dr Pepper TEN will feature distinctly masculine packaging and will be supported by a man-centric ad campaign and Facebook page, according to the company.

“Men told us that they wanted a low-calorie option with the full flavor of regular Dr Pepper — and that’s exactly what we’re delivering with Dr Pepper TEN," said Dave Fleming, director of marketing for Dr Pepper. " I’d say these are the 10 hardest-working calories in the beverage business.”

Consumer feedback and research showed that many men between the ages of 25 years and 34 years are not completely satisfied with the taste or image of diet sodas — although they understand the need to make healthier beverage choices, Dr Pepper reported.

In response to the research, Dr Pepper Snapple Group developed a blend of sweeteners to deliver the full flavor of original Dr Pepper with fewer calories, the company stated. DPS rolled out the product in six test markets, supported by a full marketing campaign, including TV, radio and out-of-home advertising and in-store displays — all featuring an “It’s Not for Women” message.

“In our test markets, Dr Pepper TEN became a go-to drink for men, providing the full-flavor, low-calorie experience they have been looking for,” Fleming said. “We’re excited to roll out the product on a national level and give guys across the country a taste of our latest beverage innovation.”

The national launch of Dr Pepper TEN will be supported by an integrated marketing campaign, further focusing on the “It’s Not for Women” theme through national TV, print and online media. The campaign also will include a new social media campaign with a bold Dr Pepper TEN Facebook application that only men can access.

For more information, visit DrPepper.com or Facebook.com/DrPepper.

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