The New Model For Legacy Food Brands Is Flawed:
Divide And Conquer: How Ross Franklin Turns Pure Green Into A Cold Pressed Juice Empire By Leveraging Leaner Infrastructure And CrowdfundingCampbell’s Goldfish crackers partnered with McCormick & Company’s Frank’s RedHot to release a hot sauce-flavored cracker. TikTok put Goldfish on its first ever Culture Driver list for its #GoForTheHandful challenge, which featured dancer and choreographer Taylor Pierce and Dallas Mavericks’ center...
before playing against the Philadelphia 76ers at Wells Fargo Center on February 25, 2021 in Philadelphia, Pennsylvania. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. Boban Marjanović, who can fit 301 Goldfish crackers in the palm of his hand. The campaign, supported by ads on other channels, garnered more than 10 billion views in three days.
Not to be outdone, Coca-Cola introduced its first U.S. TikTok challenge with help from Grammy-nominated artist Khalid. During Dec. 19-21 2021, Honey Bunches of Oats ran a TikTok challenge under the hashtag #MakeABunchHappen, designed to encourage users to bring some joy into the world through volunteering, donating or surprising a friend. Wow! What a great campaign! One that we hope was successful enough to have the brand manager continue and expand it.
We can only hope that 2022 will bring us innovation in the products themselves - that go well beyond the marketing hype and the ever increased demand to draw on the metrics of followers; that may in the long term be meaningless. Reformulations of food and beverage products that offer better ingredients, better health and nutritional profiles are the true pathways to building consumer confidence and sales in the long term.