Marketing Tactics

PepsiCos research and development used to be focused on brand refreshes but were now working with a whole new strategy that is paying off in buckets, says its global R&D head.

Children's clothing retailer Carter's, Inc. has achieved over 25 percent growth in e-commerce over the last year, the highest growth in online sales to U.S. consumers in nine quarters. Carter's has also launched e-commerce in China and is piloting a new loyalty program.

Diamond Foods, Inc. has opened a new 7,000-square-foot innovation center adjacent to the Kettle Brand potato chip facility. The innovation center will drive new product offerings for Diamond's entire family of brands.

The collaboration between the CPG and retailer, aims to engage consumers with the brands they know, while empowering them to make a difference through a sustainable international development model.

Campbell Soup Company announces several strategic changes to its portfolio including:removal of artificial colors and flavors by end of fiscal 2018;simplifying recipes of existing condensed soups for kids;expanding the Plum line of organic food for babies, tots and kids; and Plum launchingGrowWell, a range of purees which provide nutrients from ingredients like chia and Greek yogurt.

Between June and July, Mondelez's promos got a 220 percent boost in awareness, and engagement went up 88 percent, according to Adweek, thanks to e-commerce-enabled ads.

A digital engagement solution that seeks to maximize trial response may turn anonymous samplers into known consumers.

For brands, online sales represent huge opportunities for growth, but there are significant threats as well. Online success starts with complete visibility of who is selling their brands online, where and for how much, especially in the age of marketplaces. Here arethree primary steps to protecting and building brand value online.