Thursday, March 23

Carrefour Italy - Baby Night

If you're going to really connect with your consumers, then you have to show them that you get them and that you get how they live their lives. And show them that you are there to help them in their points of pain.

Which is exactly what Carrefour in Italy did when they started "Baby Night."

Recognizing (and sympathizing) that new parents are often up all night with newborn babies, Carrefour launched a website that's only open from 1:00am - 5:00am. It specifically offers discounts on key baby items, and the discounts get deeper as the night goes on. The later you are up with your baby then the more you save.

Take a look at this video:

So smart; I wish I had thought of it myself! Not to mention that it's probably nearly impossible for these new parents to venture out of the house to go shopping at all.

Truly showing that this brand understands parents' lives, and is committed to somehow making it all easier.


What's your experience?  JIM

Wednesday, March 22

Can't Be Everything to Everybody

You simply can't be everything to everybody, not in marketing anyway.

See what I mean in my article for Entrepreneur.

Click here to give it a read.

What's your experience?  JIM

Ben & Jerry's Goes Non-Dairy

If you're a Ben & Jerry's fan like me, it's hard to imagine a non-dairy version.  How could the brand not be about "real" ice cream? They basically invented this super premium category, at least in my
book, so how could they stray in any way?

But here we are with a non-dairy version, made with Almond Milk! 100% vegan! Given the roots of the brand and its founders, then that part makes total sense. I'm getting there.

It's everything but the cow, as they say.

I'll let these two influencers weigh in too:

Convinced? Give it a try? What's your experience? JIM

Tuesday, March 21

Branded Easter

It's almost spring and it's almost Easter, so you know what that means...Easter marketing. Every year there's plenty of it, but this year we seem to be getting more new products than ever before, at least to my naked eye.

Like these delicious little nuggets from M&M's...M&M's Eggs:

Or this crazy-good collaboration with an Easter classic....Oreo Peeps:

Or this double take from Russell Stover chocolate and Jif peanut butter...break it, dip it, enjoy it:

I mean, does it get any better?

What's your experience? JIM