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IRI, Kline to Provide Expanded OTC Coverage

Chicago-based shopper insights provider IRI and pharmaceutical market research firm Kline & Co., Parsippany, New Jersey, have partnered to provide the consumer healthcare industry a higher level of data accuracy, the companies said.

Aiming to accelerate share while driving category growth and brand loyalty, RB (formerly Reckitt Benckiser) executed a global re-launch of its Air Wick brand with a “Home is in the Air” campaign that includes an in-store component to get shoppers to smell the scents.

Many small, organic food companies start with a homegrown story that appeals to its consumer base, however, major consumer goods powerhouses have been recently vacuuming up these niche players. Giants like Coke, General Mills and Kellogg have recently expanded their organic portfolios through acquisition with rumors of more to come. With the risk of being called a sell out, is teaming up with bigger companies better for growth, or is it a death sentence for these smaller players?

Many of us have grown up in the CPG industry surrounded by leaders who have worked their way up from the bottom, and understand multiple aspects of the business. These individuals have historic knowledge on how things get done.

Alongside interacting with print and electronic advertising, instant purchases can also be completed online through PowaTag on both mobile and desktop.

Chief brand officer of P&G, Marc Pritchard says digital technology has brought marketers "unimaginable opportunities", but brands should not put "obsession" with technology at the cost of "customer experience" and should tackle the threats that digital presents as much as reaping the benefits of it.

Mondelez International has sold Betabox, LLC to VaynerMedia as part of its Mobile Futures initiative to create and incubate new mobile ventures in 90 days.

With a reputation for its engaging marketing campaigns in certain regions, Cadbury decided to use personalization to raise its brand awareness, increase penetration, and connect emotionally with its customers in lesser-known regions.