Marketing Tactics

Building profitable brands and partnerships; agenda provides wide-range expertise

In a move to increase brand awareness and ensure the success of new product launches, Unilever will equip its various U.S. brand Web sites with the Information Resources Inc. (IRI) Product Locator, a web-based tool that helps consumers identify local stores that carry a desired Unilever product.

DIAGEO-Guinness USA decided it was time for change and gave the traditional Guinness packaging a contemporary new look, which debuted on Guinness Draught cans and bottles last month.

As part of its strategy to focus on its higher-margin oral and personal care businesses, Colgate-Palmolive Company agrees to purchase Tom's of Maine.

The closing of the May issue marks a bittersweet time for CGT.

To date, most retailers rely on plastic packaging to discourage thieves who were slitting packages open, grabbing the contents and dropping empty packaging back on shelves.

Private labels are winning. What are you going to do about it?

Procter & Gamble's quest to debunk competitors that too closely mimic its brand packaging is a testament to the sophistication of the new age of private label product.