Marketing Tactics

Backed by a fine-tuned social media discipline, Paramount Farms' $30-million nationally integrated marketing campaign is a big hit among consumers and transformed Wonderful Pistachios into a brand that is a social media star in its own right.

CGT Editor Alliston Ackerman gives you a sneak peek into the trends and topics discussed in this month's issue.

A new global ranking of fast moving consumer goods brands reveals the brands that are being bought by the most consumers, the most often. Coca-Cola leads the Top 50 list, while some surprising brands, like Maggi, make it into the top 10. And only one brand in the world reaches more than half of the global population.

Kraft is currently working with VSA Partners on integrated marketing communications, digital, social and mobile initiatives for its Crystal Light, Country Time and Tang brands.

The ads emphasize the companys role in helping associates and customers live better through the launch of national television and digital advertising, and an accompanying web site.

Sparkling ICE dedicated extensive time and resources to consumer research and product development for the expanded lemonade varieties.

With stores stocking innumerable branded and private label competitors in every category, traditional promises of consumer goods brand quality and safety are no longer sufficient differentiators. Cambashi, a global industry analyst firm, explains why product packaging is taking over as a crucial instrument of brand identity in the retail environment.

New analytics are expected to help improve CPG advertisers return on ad spend by identifying programs that have audiences with a higher composition of purchasers.