The Co-op's Karmel USP for mums to chew on

Like Morrison’s Kiddicare and Tesco’s Tesco Loves Baby, as discussed in my previous post Brands, mums and future generations!, The Co-operative Food are hoping they’ve found a USP that mums can chew on.

On May 14^th 2014, The Co-operative Food unveiled its new web pages dedicated to parents and new mums. The pages contain content that offers expert advice and tips on everyday issues affecting new parents.

It makes sense that The Co-operative Food are producing content for mums to access online, considering the recent trend that sees nearly 90% of mums regularity visiting parenting websites for help. Furthermore, new mothers are more likely than the rest of the population to look for deals and advice on mobile websites.

But why would mums look to “the UK's largest mutual business” for advice on parenting? Karmel, Annabel Karmel. Karmel is one of the UK’s most trusted experts on feeding babies, children and families, the UK’s number one parenting author and baby food and nutrition guru. She’s signed a twelve month contract to act as the face of The Co-operative Food’s parenting pages.

CJ Antal Smith, Head of Commercial for The Co-operative’s baby category said that their “partnership with Annabel Karmel will hopefully attract new shoppers to [their] stores”, as well as “add gravitas to [their] baby website and social media channels for mums and dads nationwide”. You can see why Smith’s said this when you take into consideration that The Co-operative recently launched their own-brand range of nappies. They also have plans to bolster their own-brand baby range later this year.

Although Karmel will be posting articles on The Co-operative Food’s social media sties and doing includes real-time social media chats so that parents can address Karmel on all things parenting, the new parenting pages will need to exist beyond the 12month endorsement. But how?

To launch the new page they’re giving families a chance to win a year’s supply of nappies in an exclusive competition. The page also offers mums recipes, advice and downloadable meal planners. But as I said before, without Karmel, why would mums look to the UK's largest mutual business for advice on parenting? Just because they say they’re good for babies’ doesn’t mean they are.

Only time will tell. Check back in in 12 months. 

Yazoo ‘Hit The Spot’ this May

In the UK (added value milk) flavoured milk penetration is rapidly increasing. Amongst on-the-go shoppers penetration has increased 6.2%, seeing a value growth of 15.2% YTD. Yazoo, a flavoured milk brand produced by Dutch dairy company Campina, looked to capitalise on this newfound interest in flavoured milk.

In order to remain the flavoured milk market leader, Yazoo launched a new £1million ‘Hits the spot’ advertising campaign. The campaign looked to further increase Yazoo’s penetration for on-the-go flavoured milk shoppers, whilst offering retailers a campaign they could sink their teeth into.

Between the 5^th-19^th May Yazoo offered 150,000 Londoners a free bottle of Yazoo with every 'Hits the Spot' mobile coupon. This coupon could be redeemed across 45,000 convenience outlets, in conjunction with I-Movo and Paypoint.

The media used for this camping comprised of 1,500 national bus stops and telephone panels, perfect for disrupting the on-the-go consumer. Consumers were able to obtain their I-Movo secure digital vouchers by texting “Yazoo” to 84555 (don’t try it’s no longer working. Trust me I tried).

Why the flavoured milk sector is growing isn’t something that I would care to hazard a guess at without doing some more digging. Although, this growth is something that surprises me considering consumers are trying to move away from sugary drinks…  

Google Glass in the retail environment

I saw this last month and I thought it was amazing. Imagine if this was everywhere and used by everyone. Terminator and RoboCop spring to mind, but without the death and destruction.

It’s happened time after time, things we see in sci-fi films become a reality. This is well demonstrated by some of the articles and blogs that are already out there, such as How 8 Sci-Fi Gadgets Are Becoming Reality, Top 10 'Star Trek' Technologies That Actually Came True and, one of my own, Incredibly creepy or incredible and creepy?

This particular post looks at the terminator-esque, Hybris Google Glass amalgamation which, in turn, could transform customer service in the retail sector.  As you’ll see from the video, Hybris have now clearly demonstrated how Google Glass can be utilised in the retail environment.

Using the software produced by Hybris, in conjunction with technologies produced by Google (Google Glass) and Apple (iBeacon), our retail environment will change. Sales assistants can now identify a consumer, identify if they’re a valuable consumer and then have information sent to them about the consumers shopping habits. After working in a shop when I was younger, I cannot tell you how useful this would have been!

This technology not only allows for a personalised service but will also increase a brands perceived value. There’s nothing better than sales assistants, who are ultimately brand ambassadors, who know the brand in and out. Seamless perfection comes to mind; making and keeping a promise that matters and therefore setting yourself apart from competitors.

The future of commerce may be changing, but as you can see from the video below, Google Glass could change life as we know it. A bit dramatic I know but you can see where I’m coming from.  

Brazil’s tropical flavours arriving for the World Cup

We all understand that product innovation is the backbone of growth and prosperity for any company. But the key thing to remember is it’s not just about being new or different, it’s about creating brand new products that consumers will adore, giving them something that they can relate to and appreciate. 

This summer, in perfect time for the 2014 World Cup, numerous soft drinks manufactures are innovating, releasing a ‘summer’ flavour. I’m not going to go as far as to say that consumers will ‘adore’ these products but during the World Cup period they can at least appreciate them, sampling Brazil’s exotic flavours here in the UK.

Brands may not be explicitly promoting the World Cup, but whether it’s coincidental or intentional, Brazil’s flavours are here for the summer. Vimto is launching a Strawberry Still variant of its already very successful NAS (No Added Sugar) range. According to their Brand Manager, Clare Brown, “this exciting new seasonal variant to the category… will drive growth with those looking for a refreshing summer flavour.” Consumers will be looking for NAS drinks to keep them refreshed over the summer months, but other brands are actually looking to leverage the ‘World Cup Wave’ of consumerism mentioned in a previous post; Glacéau vitaminwater's World Cup 'Shoot to Win'.

Although Brazil is one of the most important strawberry producers in South America, Strawberries don’t make us think of the tropics. Pineapple however, does. Oasis’s latest innovation is a Pineapple variant of their already successful range of fruity flavours. Pineapple Rush is being released just in time for the World Cup. The new variant has a new pack design, looking to deliver increased impact through refreshment and flavour cues.

Although the new products mentioned above are being released in time for the 2014 Brazil World Cup, they’re both tropical fruit flavours and both of the fruits are grown in Brazil, the link to the World Cup is still tenuous. Just Juice however, had no problems in explicitly riding the ‘World Cup Wave’. Just Juice are launching a limited edition orange, mango and lime “Brazil blend” juice drink this month.

Just Juice aren’t the only company who’ve decided that the ‘World Cup Wave’ is something worth riding. Volvic have released a new variant CoCo Pineapple “inspired by Brazil” and Lucozade have released The Brazilian Mango Mandarin variant.

You’ll notice that none of the products specifically mention football. This is likely to be because the majority of the brands mentioned above aren’t targeted at your typical football fan and we’re also likely to be knocked out of the World Cup and consumers won’t want everything they drink to remind them of football.

On a separate note, Just Juice’s limited edition “Brazil blend” may be capitalising on the football but they haven’t forgotten about the Tennis. Also, on limited edition this Summer is an on-pack promotion to win a personal tennis lesson with John McEnroe. Sounds familiar…

Bad News for the Big Four

On the 8th of April 2014, Kantar Worldpanel, the world leader in consumer knowledge and insights, who monitor over 1.3 million consumers, have some bad news for the UK’s top 4 supermarkets.

With market growth at approximately 1.5%, the big four are experiencing problems in comparison to historical standards, with all four experiencing declining sales over the past 12 weeks (starting from 8th April 2014); the lowest level since July 2010. However, it’s not only sales that are down, they’re losing market share as well!
 
Surely if the market is suffering, and the big four are suffering, then it must be the same for all retailers? Unfortunately it’s not. Aldi and Lidl are breaking records! Aldi’s experienced its best every year with 35.3% growth and a massive 4.6% market share. Lidl are also doing very well with good growth and it’s best ever market share, now at 3.4%.

The growth experienced by Aldi could be, in my opinion, because of their fantastic series of TV spots, produced by McCann Manchester, which depict branded products sold in other retailers, pitted against inexpensive brands found at Aldi.

With the big four experiencing what Edward Garner, Director at Kantar Worldpanel called “worrying share declines”, what’s being done?

Well ASDA are fairly safe as they had the most resistant performance. TESCO’s looking to increase their profits by venturing into different markets. Tesco are looking to launch their Food To Go stores that will compete with the likes of Eat, Greggs and Pret a Manger. Reportedly, Sainsbury’s have recently appointed the Marketing Store, arguably the best ideation, promotional and shopper marketing agency around, to join its roster of agencies.

So, ASDA are safe, I’m not sure what Morrisons have planned, TESCO are expanding (nothing new there) and Sainsbury’s are working with the best in the biz. Check back this time next year to see how everything pans out!

Everybody remembers Panda Pops! Well guess what guys, they’re back!

 In 2011 James Nichols, Panda Pops Brand Manager, scrapped the 35year old range after concerns surrounding the negative perception of fizzy drinks. This was a big move considering that their sales were up 13% in 2010. But, as you know if you’ve read some of my previous posts, mums don’t like sugar, let alone fizzy sugar. Nichols knew this unhealthy perception could kill the brand.

So, here we are in 2014 and on June 1^st Panda will be back in action, relaunching with a fresh new look following extensive research among mums in the UK. The launch sees a new child friendly packaging and Panda design, with the intention of driving reappraisal and trial, whilst simultaneously perpetuating connotations of fun and playfulness.

The hope is that ‘Pragmatic mums’ of 4-8 year old children believe the brand’s healthier positioning by promoting its squashes (available in TESCO) and flavoured waters with their new packaging. With Y-O-Y growth of 6.1% this new launch looks to make Panda a serious contender in the soft drinks market.

Panda’s new Brand Manager, Nina Uttley, has said that in the UK there’s a huge affection for Panda but that mums weren’t aware that “the range contains No Added Sugar and only natural colours and flavours”.

The Panda juice drinks range will be available in Raspberry and Blackcurrant and the Panda Splash range will be available in Blackcurrant and Orange & Pineapple. The Squash range is available in 1ltr Panda Tropical and Summer Fruits.

Evian's Spider-Baby!

Evian have done it again and this time they’re using a super baby!  The worldwide release of The Amazing Spider-Man 2 on April 18^th 2014 has been capitalised on by Evian. This may seem like an odd pairing but as described by Elsa De Guzman, Evian’s Global Brand Marketing Manager, “Spider-Man is a universal icon and an essential figure in popular culture”. You can’t argue with that!

Thankfully, Evian stayed true to their iconic ‘baby commercials’. But how? Watch the video below and you will see. Don’t worry; I too was fearful of what a monstrous partnership Evian and Spider-Man could have become. I believe I was mistaken! 

According to Guzman, this partnership came from the insight that Spider-Man is an “approachable superhero, and one through whom you can reconnect with your childhood”.

Already understanding how fruitful the notion of connecting with your inner child is, after the success of their Evian baby&me TVC below, in which adults discovered their reflections as babies, this was a no brainer. 

After all, youth is not a matter of age or years; youth is a state of mind.