Our industry and our clients are obsessed by the new and shiny. Ten years ago we were dazzled by the possibilities of social media. More recently, the newest, shiniest toy in the sandpit has been content marketing.
The Commerce Commission has made price-fixing allegations relating to transactions involving Coca Cola, Goodman Fielder, Inghams and Mainland.
Sponsors are leaning heavily on Facebook, Twitter and iPhones to not only reach more young people but also turn them into brand messengers.
Consumers of the latest drink fad to hit New Zealand, “enhanced” water, may find themselves more confused than enthralled as four companies gun for a market stranglehold with near identical marketing, packaging and even content.
Beverages giant Glaceau originated the concept back in 1996 with its Vitamin Water range, and after screaming to prominence in hip-hop videos (including endorsement and company shareholding by rapper 50 Cent), award ceremonies and appearances in the hands of Hollywood starlets its success has now reached $US500 million in US sales annually.