MC AGENCY’s Post

Marketing Dive's Chris Kelly with excellent insights from J.M. Smucker’s CMO on what she’s learned about refreshing ‘dusty’ brands. Back in 2018, The J.M. Smucker Company reimagined its entire marketing model, realigning internal teams around its major business units and consolidating the work of a dozen agencies under one. The “Power of One” model looked to streamline creative, data and media functions, bringing its $580 million account to a bespoke Publicis Groupe unit called PSOne. In the years since, Smucker — like other major advertisers — has had to navigate the pandemic, a host of operational challenges and evolving consumer behaviors, and — like other consumer packaged goods (CPG) marketers — has had to modernize legacy brands for a new generation of shoppers. When Smucker started on its new marketing journey, less than of a quarter of its brands were growing or maintaining share, a percentage that now stands near 86%, by volume — surpassing a two-third benchmark, according to Smucker CMO Gail Hollander. The company saw net sales rise 6% during Q3 of its 2024 fiscal year, led by volume and sales mix growth by brands including Meow Mix and Cafe Bustelo. The executive has seen the turnaround from both the brand and agency side. Before joining the company as chief marketer in 2023, she ran the Smucker business for Publicis as client lead, giving her a unique perspective about how to boost CPG brands. “We came in six years ago when there were 11 different iconic brands, but they were dusty,” Hollander said. “Fueling brands with modern energy is what helps you maintain relevance over time, and that is what the JMS marketing model is really about… we fuel these iconic brands with modern energy by thinking about the brand’s DNA and by uncovering a big brand platform idea, and those ideas tap into culture in unique and ongoing ways.” via @marketingdive

1 billion views in just two weeks J.M. Smucker has spent the past few years reshaping its portfolio to position its brands as leaders across categories like pantry staples, snacking, coffee, and pet food. At the same time, the company has restructured and consolidated its marketing model to align with its evolving strategy. This approach seems to be yielding results: the CPG giant has raised its 2025 outlook and has focused on revitalizing “dusty” brands. For example, the company is modernizing the Hostess brand, which it acquired in 2023, ahead of a planned advertising campaign this year. Campaigns like Jif’s “Save the Celery” have resonated with younger audiences, improving brand perception among Gen Z and millennials and generating 1 billion earned media impressions in just two weeks, according to its 2024 investor day report. Leading the company’s marketing efforts is CMO Gail Hollander, who joined Smucker after serving as the client lead for the marketer at Publicis. Publicis houses the company’s creative, data, and media functions under a dedicated unit called PSOne, enabling streamlined operations. Smucker’s next chapter comes as the pandemic fades further into the background and the advertising industry enters a new phase of innovation and productivity. “It’s a fascinating time. There’s a convergence over the last couple of years between traditional brand building … and the power of pop culture,” Hollander said. The executive discussed this convergence and other emerging trends, such as retail media and artificial intelligence (AI), as she looked ahead to 2025. How do you view brand building in an era where pop culture has become so central to marketing? GAIL HOLLANDER: This convergence requires you to make sure that you don’t forget the traditional pillars of brand building, but you have to recognize the fragmentation and be able to use the power of pop culture. For us, that means that a brand always has to have a point of view that has longevity, provided that the marketplace doesn’t change underneath your feet. You always need a brand idea with broad shoulders, and you always have to have those guidelines that keep your brands held together. But you have to recognize the behaviors that exist in each channel and platform, and you have to play to those behaviors. It’s important to make sure that you don’t forget those principles of brand building that have stood the test of time as your foundation because otherwise, you’re just throwing stuff up on the wall to see what sticks.

The discussion around full-funnel marketing strategies has become increasingly nuanced. It’s clear from the article that brands like Aveda and Kraft Heinz are shifting gears. They’re no longer just focusing on mid-funnel tactics; they’re meeting consumers at every stage of their journey. While many believe this is the definitive approach, is it possible that a more specialized strategy could yield better results in some cases? Full-funnel may seem like the catch-all solution, but does it dilute brand messaging or overlook the unique preferences of specific target segments? I’m curious to hear what you all think about the idea that perhaps not every brand needs to adopt a full-funnel approach. Can niche brands thrive by focusing on one or two stages instead? Let’s debate this. https://lnkd.in/eV9GMR3Z

Mark Kennedy: The pressure to push even more effort to the bottom of the funnel is being felt by teams across categories. The impact of this focus is very clear. When we look at brand equity, we can see that over the last decade, brands in our part of the world that are seen as ‘meaningfully different’ have dropped 51 per cent and this is speeding up. Kantar #advertising https://lnkd.in/gyXwUAx7

Graham, I couldn't agree more on the importance of understanding competitive strategies in branding. Your examples of T-Mobile, Netflix, McDonald's, and Harley-Davidson perfectly illustrate how different approaches can be effective in various markets. Graham Robertson I'd like to add that it's also crucial to monitor your competitors' online presence, including their social media and content marketing efforts. This can provide valuable insights into their target audience, brand messaging, and overall marketing strategy. By analyzing this information, you can identify gaps in the market and opportunities to differentiate your brand. Moreover, I believe that adaptability is key to staying ahead in the game. As you mentioned, there is no one-size-fits-all approach, and brands must be willing to pivot their strategies as market dynamics change. This requires a deep understanding of your target audience, their needs, and preferences. Overall, your post highlights the importance of competitive analysis in branding, and I appreciate the examples you provided to illustrate this point.

Continuing with my series on innovative product marketing campaigns, let's dive into our fifth campaign: Campaign 5 of 7: Dunkin' Donuts' Flavor Radio - Awakening the Senses In 2012, Dunkin' Donuts revolutionized the concept of sensory marketing with their innovative Flavor Radio campaign in Seoul, South Korea. By tapping into the powerful connection between scent and memory (yes we all have some 'particular' smell that reminds us of something), Dunkin' Donuts created an immersive experience that transformed mundane commutes into aromatic adventures. Here's how Dunkin' Donuts brought this concept to life: - Scent-Emitting Devices: Custom-built atomizers were installed on commuter buses, programmed to release the aroma of freshly brewed coffee. - Sound-Triggered Technology: The atomizers were synchronized with Dunkin' Donuts radio advertisements, releasing the coffee scent when the brand's jingle played. - Strategic Placement: Dunkin' Donuts shops were positioned near bus stops, making it convenient for commuters to grab their morning coffee. Why This Campaign Stands Out for me: The Flavor Radio campaign brilliantly merged 'auditory and olfactory' stimuli, creating a multi-sensory brand experience that was hard to ignore Dunkin' Donuts didn't just limit itself to traditional advertising methods: They leveraged the power of scent to create an emotional connection with potential customers The campaign targeted commuters during their daily routines, effectively associating Dunkin' Donuts with morning coffee habits Results and Impact: The campaign's success was remarkable: - Over 350,000 people experienced the aromatic advertisements - Visitor numbers to Dunkin' Donuts stores increased by 16% - Sales at shops near bus stops rose by an impressive 29%! Dunkin' Donuts transformed a simple coffee aroma into a powerful marketing tool, effectively repositioning its brand in a highly competitive market. Love how this campaign leveraged sensory engagement to create unforgettable marketing moments - turning everyday commutes into opportunities for brand connection! Image source: Adsoftheworld #productmarketingcampaign7 #dunkindonuts #coffee #SensoryMarketing #Aroma

🎯 𝗠𝗮𝘀𝘁𝗲𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝗔𝗿𝘁 𝗼𝗳 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗶𝗻 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 When I see marketers mention they don't like focusing on the competition, I quietly feel sorry for them. Competitive strategies don't necessarily mean competitive attack ads. But you have to keep in mind that your offering is relative to your competitor. There is a score clock. Not just in the market, but with your consumers who want the better option. In the relentless battle of brands, gaining a deep understanding of the types of competitive attacks is not just a strategy, it's a necessity. This knowledge is crucial for carving out a market niche and safeguarding your turf, giving you a competitive edge. 🔴 𝗪𝗲𝗮𝗸𝗲𝗻 𝘁𝗼 𝗚𝗮𝗶𝗻: T-Mobile's brash ad campaigns are classic examples of targeting giants like Verizon and AT&T with better value propositions. 🔵 𝗙𝘂𝗹𝗹 𝗔𝘀𝘀𝗮𝘂𝗹𝘁 𝗳𝗼𝗿 𝗡𝗲𝘄 𝗨𝘀𝗲𝗿𝘀: Netflix's playbook of high-quality, ad-free content has revolutionized how we outmaneuver traditional TV for market share. ⚫ 𝗗𝗲𝗳𝗲𝗻𝗱 𝘁𝗼 𝗦𝗹𝗼𝘄 𝗥𝗶𝘃𝗮𝗹𝘀: McDonald's menu innovation is a strategic move to match blows from competitors like Starbucks, Subway, and Popeyes. 🟢 𝗠𝗮𝗶𝗻𝘁𝗮𝗶𝗻 𝘁𝗼 𝗥𝗲𝘁𝗮𝗶𝗻: Harley-Davidson's approach of emphasizing its rich heritage is a testament to the power of brand loyalty. These quadrants illustrate that there isn't a one-size-fits-all approach. It's about making the right moves that align with your brand's DNA and, most importantly, the ever-changing market dynamics. This adaptability is key to staying ahead in the game. Are you playing chess or checkers with your brand strategy? 😍 I’m 𝗚𝗿𝗮𝗵𝗮𝗺 𝗥𝗼𝗯𝗲𝗿𝘁𝘀𝗼𝗻, founder of Beloved Brands, 👣 I post something daily on LinkedIn that will get you to think differently about marketing. Follow me on LinkedIn: https://lnkd.in/gfXyFCZ8 📕 I wrote the 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 playbook to help marketers think, define, plan, execute, and analyze the brand. We are proud that Beloved Brands has received 85% five-star reviews and has been called "the cheat code for brand leaders" You can find on Amazon https://lnkd.in/ep2W_Nh5 or Apple Books https://lnkd.in/enqY59jr 🌐 Explore how our Marketing Training can make your marketing team smarter, so they produce better work that drives stronger results: https://lnkd.in/gTcfiX4 📩 If you have questions, email me: graham@beloved-brands.com #Branding #MarketingStrategy #CompetitiveEdge

🎯 𝗠𝗮𝘀𝘁𝗲𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝗔𝗿𝘁 𝗼𝗳 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗶𝗻 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 When I see marketers mention they don't like focusing on the competition, I quietly feel sorry for them. Competitive strategies don't necessarily mean competitive attack ads. But you have to keep in mind that your offering is relative to your competitor. There is a score clock. Not just in the market, but with your consumers who want the better option. In the relentless battle of brands, gaining a deep understanding of the types of competitive attacks is not just a strategy, it's a necessity. This knowledge is crucial for carving out a market niche and safeguarding your turf, giving you a competitive edge. 🔴 𝗪𝗲𝗮𝗸𝗲𝗻 𝘁𝗼 𝗚𝗮𝗶𝗻: T-Mobile's brash ad campaigns are classic examples of targeting giants like Verizon and AT&T with better value propositions. 🔵 𝗙𝘂𝗹𝗹 𝗔𝘀𝘀𝗮𝘂𝗹𝘁 𝗳𝗼𝗿 𝗡𝗲𝘄 𝗨𝘀𝗲𝗿𝘀: Netflix's playbook of high-quality, ad-free content has revolutionized how we outmaneuver traditional TV for market share. ⚫ 𝗗𝗲𝗳𝗲𝗻𝗱 𝘁𝗼 𝗦𝗹𝗼𝘄 𝗥𝗶𝘃𝗮𝗹𝘀: McDonald's menu innovation is a strategic move to match blows from competitors like Starbucks, Subway, and Popeyes. 🟢 𝗠𝗮𝗶𝗻𝘁𝗮𝗶𝗻 𝘁𝗼 𝗥𝗲𝘁𝗮𝗶𝗻: Harley-Davidson's approach of emphasizing its rich heritage is a testament to the power of brand loyalty. These quadrants illustrate that there isn't a one-size-fits-all approach. It's about making the right moves that align with your brand's DNA and, most importantly, the ever-changing market dynamics. This adaptability is key to staying ahead in the game. Are you playing chess or checkers with your brand strategy? 😍 I’m 𝗚𝗿𝗮𝗵𝗮𝗺 𝗥𝗼𝗯𝗲𝗿𝘁𝘀𝗼𝗻, founder of Beloved Brands, 👣 I post something daily on LinkedIn that will get you to think differently about marketing. Follow me on LinkedIn: https://lnkd.in/gfXyFCZ8 📕 I wrote the 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 playbook to help marketers think, define, plan, execute, and analyze the brand. We are proud that Beloved Brands has received 85% five-star reviews and has been called "the cheat code for brand leaders" You can find on Amazon https://lnkd.in/ep2W_Nh5 or Apple Books https://lnkd.in/enqY59jr 🌐 Explore how our Marketing Training can make your marketing team smarter, so they produce better work that drives stronger results: https://lnkd.in/gTcfiX4 📩 If you have questions, email me: graham@beloved-brands.com hashtag#Branding hashtag#MarketingStrategy hashtag#CompetitiveEdge

🎯 𝗠𝗮𝘀𝘁𝗲𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝗔𝗿𝘁 𝗼𝗳 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗶𝗻 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 When I see marketers mention they don't like focusing on the competition, I quietly feel sorry for them. Competitive strategies don't necessarily mean competitive attack ads. But you have to keep in mind that your offering is relative to your competitor. There is a score clock. Not just in the market, but with your consumers who want the better option. In the relentless battle of brands, gaining a deep understanding of the types of competitive attacks is not just a strategy, it's a necessity. This knowledge is crucial for carving out a market niche and safeguarding your turf, giving you a competitive edge. 🔴 𝗪𝗲𝗮𝗸𝗲𝗻 𝘁𝗼 𝗚𝗮𝗶𝗻: T-Mobile's brash ad campaigns are classic examples of targeting giants like Verizon and AT&T with better value propositions. 🔵 𝗙𝘂𝗹𝗹 𝗔𝘀𝘀𝗮𝘂𝗹𝘁 𝗳𝗼𝗿 𝗡𝗲𝘄 𝗨𝘀𝗲𝗿𝘀: Netflix's playbook of high-quality, ad-free content has revolutionized how we outmaneuver traditional TV for market share. ⚫ 𝗗𝗲𝗳𝗲𝗻𝗱 𝘁𝗼 𝗦𝗹𝗼𝘄 𝗥𝗶𝘃𝗮𝗹𝘀: McDonald's menu innovation is a strategic move to match blows from competitors like Starbucks, Subway, and Popeyes. 🟢 𝗠𝗮𝗶𝗻𝘁𝗮𝗶𝗻 𝘁𝗼 𝗥𝗲𝘁𝗮𝗶𝗻: Harley-Davidson's approach of emphasizing its rich heritage is a testament to the power of brand loyalty. These quadrants illustrate that there isn't a one-size-fits-all approach. It's about making the right moves that align with your brand's DNA and, most importantly, the ever-changing market dynamics. This adaptability is key to staying ahead in the game. Are you playing chess or checkers with your brand strategy? 😍 I’m 𝗚𝗿𝗮𝗵𝗮𝗺 𝗥𝗼𝗯𝗲𝗿𝘁𝘀𝗼𝗻, founder of Beloved Brands, 👣 I post something daily on LinkedIn that will get you to think differently about marketing. Follow me on LinkedIn: https://lnkd.in/gfXyFCZ8 📕 I wrote the 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 playbook to help marketers think, define, plan, execute, and analyze the brand. We are proud that Beloved Brands has received 85% five-star reviews and has been called "the cheat code for brand leaders" You can find on Amazon https://lnkd.in/ep2W_Nh5 or Apple Books https://lnkd.in/enqY59jr 🌐 Explore how our Marketing Training can make your marketing team smarter, so they produce better work that drives stronger results: https://lnkd.in/gTcfiX4 📩 If you have questions, email me: graham@beloved-brands.com hashtag#Branding hashtag#MarketingStrategy hashtag#CompetitiveEdge