Word: branded
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...place in the media-planning process," says Wally Kelly, CEO of CBS Outdoor. Coca-Cola is coming back outdoors full throttle this month to advertise its new beverage, Coca-Cola Blak, and its new global slogan, "The Coke side of life." According to senior vice president Katie Bayne, the brand will run ads on the top 10 boards in 28 national markets. Last year she advertised in only 10 markets. "Our target consumers are increasingly outdoors," she says. "And out-of-home ads are a surefire way to get our message to them...
...brands love India. Jimmy Choo and Gucci are just the latest makers of luxury goods to target India as the next hot growth market, joining Herm?s, Christian Dior, Louis Vuitton, Cartier, Piaget, Tiffany, Moschino and others. Last October, Chanel launched its brand by organizing an exhibition and haute couture extravaganza in New Delhi's tony Imperial Hotel with models flown in from Paris. That same month, Swatch Group introduced its Breguet watches (average price: $30,000) to India, which it hails as one of the world's most enticing growth markets. In January, the Indian government gave upscale retailers...
Vultaggio does have reason to brag: his brand dominated 2005, a year in which Coke and Pepsi fizzled. "Arizona went nuts," says Jeffrey Klineman, editor of Beverage Spectrum magazine, a trade publication. According to Beverage Digest, Arizona topped the retail iced-tea market in 2005, taking a 32.3% market share in supermarkets, convenience stores and drugstores and picking up more business than any other brand. Arizona's annual sales in major retail-distribution channels topped $417 million, according to Information Resources. The company says its total sales, including Wal-Mart and all the hundreds of tiny corner bodegas that sell...
Snapple was then the hot brand, so Vultaggio needed a way to distinguish his iced tea from his new rival. He picked the name Arizona after staring at a map; his Uncle Vito had moved there to ease his asthma. Vultaggio saw pricing as his true opportunity: Why not give the consumer a 24-oz. can at the same price as Snapple's 16-oz. bottle? After developing the drink with the help of a "flavor house" in New Jersey, Vultaggio dispatched his sales force to Manhattan. "Some of those guys couldn't sell lemonade in Saudi Arabia...
Diego, whose show is a spin-off of the wildly popular Dora the Explorer (he's Dora's animal-rescuing cousin), is about to go from TV star to retail brand. About 1.8 million kids tune in to Diego every weekday, and Nickelodeon is counting on them to make his merchandise--Diego toys by Fisher-Price will be out in June; clothes and books by fall--just as popular. "He's bilingual, and he has a sense of adventure," says Nickelodeon president Cyma Zarghami. Nickelodeon is a master at milking hot properties. Retail sales of Nick-related products--from Dora...