Word: brandings
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After its flagship brand eked out low single-digit sales growth two quarters ago, Tropicana launched Light 'n Healthy, with 11/43 less sugar and 11/43 fewer calories...
...Schuhmacher, editor of the newsletter Beer Business Daily. Anheuser attributes its record U.S. beer sales last year (103 million bbl., up 800,000) in large part to Ultra, which was launched in late 2002 and whose sales have more than quadrupled initial projections. "It became the fastest-growing beer brand since Miller Lite was introduced in 1975," says Schuhmacher. The company quietly reformulated its Natural Lite to add to the low-carb train. Promoting low-carb beer got a little trickier this month when the Feds warned against ads portraying these drinks as even remotely healthy...
Unilever is investing more aggressively than most in carb counting. It rushed the Carb Options line--the company's largest brand launch in two years--to market in a blistering 12 months, half the usual time for new products. Mike Polk, chief operating officer of Unilever Bestfoods North America, predicts that sales of low-carb packaged foods will almost double, to $700 million, this year and will rise to $1 billion in 2005. "We want to be a big share of that market," he says. One reason that Unilever is embracing low carbs is that its Slim-Fast line...
PRODUCTS Reduced Carb vs. the Regular Brand...
...Mercedes-Benz has learned, comic glamour is deceptively difficult to execute. It must be sophisticated yet have a self-deprecating wit. Mercedes, a brand with impeccably aristocratic roots, has stumbled frequently in its attempts at humor, most recently in TV spots featuring a race to the airport and a genie in a bottle. On the other hand, Whirlpool introduced a Benz-like washing machine in a brilliant onetime use of comic glamour when it debuted its Calypso model with psychedelics and a deadpan sense of humor...